Online Video by the NumbersWhere weve come from, where were headed, and why you should care.#DanPiech, Product Manager, co...
101                     MILLION PEOPLE                                                              IN THE UNITED STATES  ...
101                     MILLION PEOPLE                                                              IN THE UNITED STATES  ...
101                     MILLION PEOPLE                                                              IN THE UNITED STATES  ...
706%                                         GROWTH        SINCE 2006 © comScore, Inc.   Proprietary.   5   Source: comSco...
WHERE WE’VE COME FROM    CHARACTERISTICS OF THE VIDEO AUDIENCE    WHAT WE’RE WATCHING    THE VIDEO AD UNIVERSE    WHY VIDE...
WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULL...
1985: The Internet is Text-Based                              1985                © comScore, Inc.   Proprietary.   8
1995: The Internet becomes HTML-based                             1995               © comScore, Inc.   Proprietary.   9  ...
HTML increases Internet penetration                                           Total Internet Users (MM)2202001801601401201...
2000: Dial-up connections stifle online video growth                              2000                                    ...
2000-2006: Explosion of Broadband Connectivity                                         Broadband Penetration100% 90% 80% 7...
2006: Video Reaches the Big Stage                             2006                                            <embed src=“...
2006: Online Video Viewership Nearly Doubles180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000     0         ...
2006: Beginning to Monetize                             2006  $324 MILLION                                                ...
Premium video content achieves scale en-masse                             2009                                            ...
2009: The late majority become video viewers180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000     0         ...
Crossing the Chasm analogy as it applies to Online Video                © comScore, Inc.   Proprietary.   18   Concept Sou...
2006 was the year of the early majority, 2009 the late majority180,000160,000140,000120,000100,000 80,000 60,000 40,000   ...
2010: Video is the fastest growing online ad format                              2010$1,440 MILLION                       ...
Online video is by far and away the fastest growing Internet segment    2006 – 2010   $ Ad Spend: +344%           # Videos...
Online Video’s Paradigm Shift 2000=                                             An Occasionally Viewed Medium             ...
Online video is now a significant aspect of our online lives                TODAY       NUMBER OF VIEWERS                 ...
China and the US lead the way with scale                           300                                                    ...
Canada has the most active video viewing population                              200                              180     ...
WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULL...
All ages consume online video                                  Percentage of Internet Audience that View Video            ...
18-34 Year-olds are heaviest consumers of online video                               350                  325             ...
Men and women are equally likely to have watched online video                                                            P...
Men watch 1.7x as many videos online as women                                                          Video Views        ...
Men account for more than 2/3rds of the time spent viewing online                                                         ...
WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULL...
Where are viewers watching content videos?                                                          Total Unique     Web P...
Duration moves upwards as long-form TV content moves online                       180                                     ...
Viewing of long-form TV content online doubled from 2009-2010             2009-2010 Yearly growth among long-form TV      ...
8% of long-form TV websites’ viewers view video on any given day               Average percent of a long-form TV site’s   ...
How the new TV audience tunes in: by platform                                 Online-Only              Cross Platform View...
Platform viewing by age:                                                             TV + Online     Online18-24          ...
WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULL...
The average online viewer is reached 35 times a month by video ads5.2          Billion              video ad impressions p...
The ad market is growing, but has room for more   21        % Growth YOY              video ad impressions per month      ...
Online video advertising reaches half of the total US population                                                   81% vid...
Only 1.3% of time spent viewing video online is spent watching ads        All Online Video                                ...
Television is far more monetized than online video       Entertainment Sites                                              ...
There is significantly less clutter in the online world Long-Form Premium TV-content                                      ...
WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULL...
Online viewers are more receptive to advertising           How would you rate the commercials you see when            watc...
Online viewers can easily and immediately pursue a brand further           What are the reasons you visited an advertiser’...
Nearly 100% of online spenders are video viewers                    Non-Video                     Viewers                 ...
Video viewers spend more online                              comScore Online Buying Power Index                           ...
Cross-platform viewers are 21% more likely to have $100k+ HHI   Cross-platform viewers are 21% more likely     to have $10...
Video is social, interactive, lean forward…                  Note the clichéd clip-art graphics          © comScore, Inc. ...
1 in 3 video viewers comment   © comScore, Inc.   Proprietary.   53
2 in 5 upload videos© comScore, Inc.   Proprietary.   54
1 in 2 regularly share videos  © comScore, Inc.   Proprietary.   55
More than 1 in 2 view online video with others           © comScore, Inc.   Proprietary.   56
Among 18-34’s, more than 2 in 3 view with others           © comScore, Inc.   Proprietary.   57
WHERE WE’VE COME FROM    CHARACTERISTICS OF THE VIDEO AUDIENCE    WHAT WE’RE WATCHING    THE VIDEO AD UNIVERSE    WHY VIDE...
The market has plenty of room to grow!                                                             Ad Spending (MM)       ...
Action Plan: Put together a video action plan with discrete goals  – Is your goal to…    Increase website/microsite visit...
This is NOT TV!                  © comScore, Inc.   Proprietary.   61
This is Online Video!                © comScore, Inc.   Proprietary.   62
Thank you!@DanPiech | dpiech@comscore.com
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Online video by the numbers july2011

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Online video by the numbers july2011

  1. 1. Online Video by the NumbersWhere weve come from, where were headed, and why you should care.#DanPiech, Product Manager, comScore July 2011
  2. 2. 101 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH © comScore, Inc. Proprietary. 2 Source: comScore Video Metrix, June 2011
  3. 3. 101 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH1.3 BILLION VIDEOS © comScore, Inc. Proprietary. 3 Source: comScore Video Metrix, June 2011
  4. 4. 101 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH1.3 BILLION VIDEOS TODAY © comScore, Inc. Proprietary. 4 Source: comScore Video Metrix, June 2011
  5. 5. 706% GROWTH SINCE 2006 © comScore, Inc. Proprietary. 5 Source: comScore Video Metrix, June 2011
  6. 6. WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM! ACTION ITEMS © comScore, Inc. Proprietary. 6 Icon Source: Dale Morrell, 19eighty7.com
  7. 7. WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUMACTION ITEMS © comScore, Inc. Proprietary. 7 Icon Source: Dale Morrell, 19eighty7.com
  8. 8. 1985: The Internet is Text-Based 1985 © comScore, Inc. Proprietary. 8
  9. 9. 1995: The Internet becomes HTML-based 1995 © comScore, Inc. Proprietary. 9 Source: archive.org
  10. 10. HTML increases Internet penetration Total Internet Users (MM)220200180160140120100 80 60 40 20 0 JAN 1999 June 2011 © comScore, Inc. Proprietary. 10 Source: comScore Media Metrix June 2011
  11. 11. 2000: Dial-up connections stifle online video growth 2000 56 kbps © comScore, Inc. Proprietary. 11
  12. 12. 2000-2006: Explosion of Broadband Connectivity Broadband Penetration100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% © comScore, Inc. Proprietary. 12 Source: comScore Media Metrix June 2011
  13. 13. 2006: Video Reaches the Big Stage 2006 <embed src=“video.swf”> © comScore, Inc. Proprietary. 13
  14. 14. 2006: Online Video Viewership Nearly Doubles180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000 0 May… May… May… May… May… Mar 06 Sep 06 Mar 07 Sep 07 Mar 08 Sep 08 Mar 09 Sep 09 Mar 10 Sep 10 Jul 06 Jul 07 Jul 08 Jul 09 Jul 10 Nov 06 Nov 07 Nov 08 Nov 09 Nov 10 Jan 06 Jan 07 Jan 08 Jan 09 Jan 10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 14 Source: comScore Video Metrix
  15. 15. 2006: Beginning to Monetize 2006 $324 MILLION (ad spend) 63 BILLION VIDEOS © comScore, Inc. Proprietary. 15 Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010
  16. 16. Premium video content achieves scale en-masse 2009 <video> © comScore, Inc. Proprietary. 16
  17. 17. 2009: The late majority become video viewers180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000 0 May… May… May… May… May… Mar 06 Sep 06 Mar 07 Sep 07 Mar 08 Sep 08 Mar 09 Sep 09 Mar 10 Sep 10 Jul 06 Jul 07 Jul 08 Jul 09 Jul 10 Nov 06 Nov 07 Nov 08 Nov 09 Nov 10 Jan 06 Jan 07 Jan 08 Jan 09 Jan 10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 17 Source: comScore Video Metrix
  18. 18. Crossing the Chasm analogy as it applies to Online Video © comScore, Inc. Proprietary. 18 Concept Source: Crossing the Chasm by Geoffrey Moore; Image Source: Craig Chelius
  19. 19. 2006 was the year of the early majority, 2009 the late majority180,000160,000140,000120,000100,000 80,000 60,000 40,000 EARLY LATE MAJORITY MAJORITY 20,000 0 May… May… May… May… May… Mar 06 Sep 06 Mar 07 Sep 07 Mar 08 Sep 08 Mar 09 Sep 09 Mar 10 Sep 10 Jul 06 Jul 07 Jul 08 Jul 09 Jul 10 Nov 06 Nov 07 Nov 08 Nov 09 Nov 10 Jan 06 Jan 07 Jan 08 Jan 09 Jan 10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 19 Source: comScore Video Metrix
  20. 20. 2010: Video is the fastest growing online ad format 2010$1,440 MILLION (ad spend) 441 BILLION VIDEOS © comScore, Inc. Proprietary. 20 Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010
  21. 21. Online video is by far and away the fastest growing Internet segment 2006 – 2010 $ Ad Spend: +344% # Videos: +600% © comScore, Inc. Proprietary. 21
  22. 22. Online Video’s Paradigm Shift 2000= An Occasionally Viewed Medium for Peripheral, Low-Quality Media Consumption 2011= A Regularly Targeted Medium for Engaged, High-Quality Media Consumption © comScore, Inc. Proprietary. 22
  23. 23. Online video is now a significant aspect of our online lives TODAY NUMBER OF VIEWERS per month 183MM % OF INTERNET AUDIENCE 86% VIDEOS VIEWED per month 39B VIDEOS PER PERSON per month 211 VIEWING TIME PER PERSON per month 16 hr © comScore, Inc. Proprietary. 23 Source: comScore Video Metrix, June 2011
  24. 24. China and the US lead the way with scale 300 Unique Viewers by Country (MILLIONS) 250Unique Viewers per month 200 150 100 50 0 Italy Germany Turkey France China India US UK Singapore Brazil Mexico Australia Spain Japan Russia Argentina Chile Canada Hong Kong Malaysia New Zealand © comScore, Inc. Proprietary. 24 Source: comScore Video Metrix, April 2011
  25. 25. Canada has the most active video viewing population 200 180 Monthly Videos per Viewer by Country 160Videos per viewer per month 140 120 100 80 60 40 20 0 Germany Turkey France Italy India US UK Singapore Brazil Mexico Australia Spain Japan Russia Chile Argentina Canada Hong Kong Malaysia New Zealand © comScore, Inc. Proprietary. 25 Source: comScore Video Metrix, April 2011
  26. 26. WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUMACTION ITEMS © comScore, Inc. Proprietary. 26 Icon Source: Dale Morrell, 19eighty7.com
  27. 27. All ages consume online video Percentage of Internet Audience that View Video 100 89.43 87.17 86.31 90 85.92 85.51 84.61 85.19 80Percent per month 70 60 50 40 30 20 10 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ © comScore, Inc. Proprietary. 27 Source: comScore Video Metrix, June 2011
  28. 28. 18-34 Year-olds are heaviest consumers of online video 350 325 Monthly Videos Per Viewer 300 269 240Videos per viewer per month 250 211 200 179 150 140 119 100 50 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ © comScore, Inc. Proprietary. 28 Source: comScore Video Metrix, June 2011
  29. 29. Men and women are equally likely to have watched online video Percent of Viewers 49.7% Male 50.3% Female 48% 52% 42% 58% © comScore, Inc. Proprietary. 29 Source: comScore Video Metrix, June 2011
  30. 30. Men watch 1.7x as many videos online as women Video Views 38% Male Female 63% 48% 52% 42% 58% © comScore, Inc. Proprietary. 30 Source: comScore Video Metrix, June 2011
  31. 31. Men account for more than 2/3rds of the time spent viewing online Time Spent Viewing 31% Male Female 69% 48% 52% 42% 58% © comScore, Inc. Proprietary. 31 Source: comScore Video Metrix, June 2011
  32. 32. WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUMACTION ITEMS © comScore, Inc. Proprietary. 32 Icon Source: Dale Morrell, 19eighty7.com
  33. 33. Where are viewers watching content videos? Total Unique Web Property Viewers (000) (of content videos) Google Sites 149,281 VEVO 63,003 Yahoo! Sites 52,665 Microsoft Sites 50,663 Viacom Digital 49,493 Facebook.com 47,687 AOL, Inc. 43,915 Turner Digital 30,063 Hulu 26,701 NBC Universal 19,602 © comScore, Inc. Proprietary. 33 Source: comScore Video Metrix, June 2011
  34. 34. Duration moves upwards as long-form TV content moves online 180 Total US Viewing Duration +162% 160 140 Billions of Minutes 120 100 80 60 40 20 0 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10 © comScore, Inc. Proprietary. 34 Source: comScore Video Metrix
  35. 35. Viewing of long-form TV content online doubled from 2009-2010 2009-2010 Yearly growth among long-form TV programming sites Videos Viewed Videos per Viewer 104% 75% increase increase © comScore, Inc. Proprietary. 35 Source: comScore Video Metrix, Dec 2009 – Dec 2010
  36. 36. 8% of long-form TV websites’ viewers view video on any given day Average percent of a long-form TV site’s viewers that view videos on any given day 4% 2009 8% 2010 © comScore, Inc. Proprietary. 36 Source: comScore Video Metrix, Dec 2009 – Dec 2010
  37. 37. How the new TV audience tunes in: by platform Online-Only Cross Platform Viewers Viewers 0 TV 29%0% 6% Cross Platform Viewers 24% Online-Only TV-Only Viewers TV Viewers 70% 6% © comScore, Inc. Proprietary. 37 Survey conducted by comScore in August, 2010 Sample Size: 2053
  38. 38. Platform viewing by age: TV + Online Online18-24 TV Only 57% 35% 8%25-34 55% 36% 9%35-49 75% 20% 5% © comScore, Inc. Proprietary. 38
  39. 39. WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUMACTION ITEMS © comScore, Inc. Proprietary. 39 Icon Source: Dale Morrell, 19eighty7.com
  40. 40. The average online viewer is reached 35 times a month by video ads5.2 Billion video ad impressions per month Billion2.2 video ad minutes per month148 Million viewers exposed to video ads 35 video ads per person per month © comScore, Inc. Proprietary. 40 Source: comScore Video Metrix, June 2011
  41. 41. The ad market is growing, but has room for more 21 % Growth YOY video ad impressions per month % Growth 22 video ad minutes per month YOY 8 % Growth viewers exposed to video ads YOY 13 % Growth video ads per person per month YOY © comScore, Inc. Proprietary. 41 Source: comScore Video Metrix, June 2011
  42. 42. Online video advertising reaches half of the total US population 81% video viewers 70% total web 48% total US Population © comScore, Inc. Proprietary. 42 Source: comScore Video Metrix, June 2011
  43. 43. Only 1.3% of time spent viewing video online is spent watching ads All Online Video Television 1.3% Ads Content 25% 98.7% 75% 1.3% of time spent viewing video online is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 43 Source: comScore Video Metrix, June 2011
  44. 44. Television is far more monetized than online video Entertainment Sites Television 3.1% Ads Content 25% 96.9% 75% 3.1% of time spent viewing video online on entertainment sites is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 44 Source: comScore Video Metrix, June 2011
  45. 45. There is significantly less clutter in the online world Long-Form Premium TV-content Television 8.1% Ads Content 25% 91.9% 75% 8.1% of time spent viewing video online on long-form premium TV content is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 45 Source: comScore Video Metrix, June 2011
  46. 46. WHERE WE’VE COME FROMCHARACTERISTICS OF THE VIDEO AUDIENCEWHAT WE’RE WATCHINGTHE VIDEO AD UNIVERSEWHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUMACTION ITEMS © comScore, Inc. Proprietary. 46 Icon Source: Dale Morrell, 19eighty7.com
  47. 47. Online viewers are more receptive to advertising How would you rate the commercials you see when watching original TV shows on ONLINE vs. TV? Online Rating TV Rating Commercials make me think favorably about the brand being 31.2% advertised 18.7% 29.8% Commercials are relevant to me 18.6% 30.1% Commercials are memorable 21.8% The commercials interfere with my show viewing 32.1% 32.0% I enjoy watching the commercials 19.5% 34.3% Commercials are annoying 25.6% 35.8% Commercials are interesting 22.0% © comScore, Inc. Proprietary. 47 Source: comScore TV Everywhere Survey | n = 1825
  48. 48. Online viewers can easily and immediately pursue a brand further What are the reasons you visited an advertiser’s website while watching a show online? A video commercial played during the show A product that you noticed in the program A video commercial played before the show A text or image-based commercial surrounding the video player Other 0 10 20 30 40 50 60 Percentage of respondents © comScore, Inc. Proprietary. 48 Source: comScore TV Survey, 2010
  49. 49. Nearly 100% of online spenders are video viewers Non-Video Viewers 4% Video Viewers 96% © comScore, Inc. Proprietary. 49 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
  50. 50. Video viewers spend more online comScore Online Buying Power Index 170 180 145 136 160 115 140 100 120 100 80 60 40 20 0 All Internet All Video Video Ad Earned Media Premium Long- Users Viewers Networks & Social Video Format Video © comScore, Inc. Proprietary. 50 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
  51. 51. Cross-platform viewers are 21% more likely to have $100k+ HHI Cross-platform viewers are 21% more likely to have $100,000+ household incomes than television-only viewers TV Only Viewers Cross-Platform Viewers 11.7 14.2 Household Income < $100k > $100k 88.3 85.8 © comScore, Inc. Proprietary. 51 comScore cross-media survey, May, 2011
  52. 52. Video is social, interactive, lean forward… Note the clichéd clip-art graphics © comScore, Inc. Proprietary. 52
  53. 53. 1 in 3 video viewers comment © comScore, Inc. Proprietary. 53
  54. 54. 2 in 5 upload videos© comScore, Inc. Proprietary. 54
  55. 55. 1 in 2 regularly share videos © comScore, Inc. Proprietary. 55
  56. 56. More than 1 in 2 view online video with others © comScore, Inc. Proprietary. 56
  57. 57. Among 18-34’s, more than 2 in 3 view with others © comScore, Inc. Proprietary. 57
  58. 58. WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM! ACTION ITEMS © comScore, Inc. Proprietary. 58 Icon Source: Dale Morrell, 19eighty7.com
  59. 59. The market has plenty of room to grow! Ad Spending (MM) Streams (MM) $6,000 500000 $5,202 450000 440,692 $5,000 400000 350000 $4,000 $3,844 300000 260,049 $2,858 $3,000 250000 200000 $1,966 $2,000 142,254 150000 $1,440 102,141 $1,029 100000 $1,000 $734 63,515 $324 $410 50000 $135 $225 $40 $55 $85 $0 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 © comScore, Inc. Proprietary. 59 Source: comScore Video Metrix, December 2010 and eMarketer, December 2009
  60. 60. Action Plan: Put together a video action plan with discrete goals – Is your goal to… Increase website/microsite visits? Improve brand opinion? Introduce a brand message to a larger audience or a more niche audience? Drive direct online or offline purchase behavior? The technology infrastructure of the Internet affords these opportunities to you Determine where and how your target audience is consuming video Keep your mind open to using the new opportunities online video affords: – Using a YouTube Partner as a brand advocate – Developing branded content that spurs conversation – Cross pollinating your social media campaigns with video Use the many resources and measurement companies available to determine if your goals have been met – Most any goal can be easily and discretely measured © comScore, Inc. Proprietary. 60
  61. 61. This is NOT TV! © comScore, Inc. Proprietary. 61
  62. 62. This is Online Video! © comScore, Inc. Proprietary. 62
  63. 63. Thank you!@DanPiech | dpiech@comscore.com
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