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What are we up to with
Online Video in Serbia
THE LANGUAGE of CONTENT
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I <3
打
酱
油
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充
1
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4:)
Y
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Y
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哈
哈
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‫ههههه‬
:*5
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Wave is the biggest and the longest global study giving
perspective on the changes currently happening in online & social
media space
Argentina
Australia
Austria
Azerbaijan
Belgium
Bosnia &
Herzegovina
Brazil
Bulgaria
Canada
Chile
China
Colombia
Croatia
Czech
Republic
Denmark
Dominican
Republic
Ecuador
Egypt
Estonia
Finland
France
Germany
Greece
Hong Kong
Hungary
India
Indonesia
Ireland (ROI)
Israel
Italy
Japan
Latvia
Lithuania
Macedonia
Malaysia
Mexico
Netherlands
Norway
Pakistan
Paraguay
Peru
Philippines
Poland
Portugal
Puerto Rico
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
Ukraine
United Arab
Emirates
United
Kingdom
United States
Uruguay
Vietnam
…
75
countries
50,021
respondents
1.3bnrepresenting
active internet
users worldwide
THE LANGUAGE of CONTENT
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M
I <3
打
酱
油
リ
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充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
5
5
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K
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Video viewing habits in Serbia are evolving and migrating
online
Source: Wave Serbia active internet users 15-64, TGI
91%
75%
90%
72%
TV Watching Everyday TV
Watching
2014 2015
71%
38%
92%
53%
Online Video
Watching
Everyday Online
Video Watching
THE LANGUAGE of CONTENT
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O
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M
H
O
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M
I <3
打
酱
油
リ
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充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
5
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Watching online videos is moving in one direction only
Q: “Please select which devices you have used to do these activities” [Watch video clips online]
BASE: Serbia 16-54 active internet users
62%
52%
61%
46%
Desktop Laptop
2014 2015
10%
32%
14%
48%
Tablet Smartphone
THE LANGUAGE of CONTENT
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O
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O
T
M
I <3
打
酱
油
リ
ア
充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
5
5
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K
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M
L
We are becoming the Creators ourselves
Q: Activities done in past 6 months?
Base: Serbia 16-54 active internet users; Global
13%
8%
1%
5%
14%
8%
3%
13%
Desktop PC
Laptop
Tablet computer
Smartphone
Devices used to create video for
upload
2014
2015
25%
33%
26% 25%
Create A Video To
Upload Online
Upload Video Clip To
Video Sharing Website
Serbia
World
THE LANGUAGE of CONTENT
L
O
L
I
M
H
O
T
M
I <3
打
酱
油
リ
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充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
5
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Stars of online Video in Serbia
327K 143K 487K 185K
109K 112K 144K 70K
128K 435K 58K 33K
Subscribers/Followers
Zvoganj
THE LANGUAGE of CONTENT
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I <3
打
酱
油
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1
2
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4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
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Video sharing community is growing, favouring entertaining,
surprising and useful clips
Q: What kind of video content you mostly share
Base: Serbia 16-54 active internet users
0%
2%
4%
6%
8%
10%
Inspires You
Sets You A Challenge
Helps You To Connect
With New People
Provides Experiences To
Share With
Friends/Family
Teaches You About The
Brand
Is Entertaining And Fun
Provides Useful
Information Or 'How-To'
Tips
Promotes A Cause That
Is Important To You
Is About A Person You
Find Interesting
Helps You Indulge Your
Passions
Tells You Something
New And Unexpected
Is Useful And That Other
People Don't Know
Expresses Your Point Of
View
Is Interesting Or
Controversial And Will
Spark Debate
Videos shared on Video Site
51%
Share Video
once a week
or more
THE LANGUAGE of CONTENT
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打
酱
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1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
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The main motivation behind is having fun and escaping the
“real world”
BASE: Serbia 16-54 active internet users
RELATIONSHIP
DIVERSION
LEARNING
RECOGNITION PROGRESSION
Motivation for video
sharing
0%
10%
20%
30%
40%
50%
60%
Stay In Touch With Friends
Feel Like You Belong
Keep You Company
Express And Share Emotion
Share Knowledge
Share New Experiences
Hang Out/Waste Time
Have Fun/Be Entertained
Relax/Escape
Be Creative
Make MoneyBuild Your Career
Make Contacts For Work
Change Opinions
Promote Yourself
Express Yourself
Earn Respect
Learn Something New
Keep Up To Date
Explore The World…
Seek Others Opinions
THE LANGUAGE of CONTENT
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O
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M
H
O
T
M
I <3
打
酱
油
リ
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充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
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Heavy online video users mostly value content that is:
BASE: Serbia 16-54 active internet users watching online video everyday
0%
10%
20%
30%
40%
Value content
Useful information
on “how to”
Teaches you
about the brand
Tells you something
new and unexpected
Is
entertaining
Is useful and
something that
other people
don't know Inspires
You
THE LANGUAGE of CONTENT
L
O
L
I
M
H
O
T
M
I <3
打
酱
油
リ
ア
充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
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K
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…and from companies online they expect to learn something
new, being up to date, fun and always in touch
Q: 3 Interactions Most Likely To Have With Companies
BASE: Serbia 16-54 active internet users watching online video everyday
47%
27% 27%
24% 23% 22% 21% 21%
Learn
something
new
Response to
issues/
complaints
Help &
advice
Latest
news
about
products
Help
others
Entreating
content &
experiences
Express my
own opinions
Develop my
skills
THE LANGUAGE of CONTENT
L
O
L
I
M
H
O
T
M
I <3
打
酱
油
リ
ア
充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
5
5
P
K
O
I
F
M
L
Summary
BASE: Serbia 16-54 active internet users
Online population value and
share video content that is
entertaining, useful, new &
unexpected
Online video viewing
migrates to smartphones
Companies & brands online
should speak to us in
educating, supportive,
entertaining way
Let’s make some lovable
videos & ads
Thank you

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Digital Day 2016 - What are we up to with online video in Serbia - Universal Media, Aleksandar Đorđević

  • 1. What are we up to with Online Video in Serbia
  • 2. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Wave is the biggest and the longest global study giving perspective on the changes currently happening in online & social media space Argentina Australia Austria Azerbaijan Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Latvia Lithuania Macedonia Malaysia Mexico Netherlands Norway Pakistan Paraguay Peru Philippines Poland Portugal Puerto Rico Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey Ukraine United Arab Emirates United Kingdom United States Uruguay Vietnam … 75 countries 50,021 respondents 1.3bnrepresenting active internet users worldwide
  • 3. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Video viewing habits in Serbia are evolving and migrating online Source: Wave Serbia active internet users 15-64, TGI 91% 75% 90% 72% TV Watching Everyday TV Watching 2014 2015 71% 38% 92% 53% Online Video Watching Everyday Online Video Watching
  • 4. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Watching online videos is moving in one direction only Q: “Please select which devices you have used to do these activities” [Watch video clips online] BASE: Serbia 16-54 active internet users 62% 52% 61% 46% Desktop Laptop 2014 2015 10% 32% 14% 48% Tablet Smartphone
  • 5. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L We are becoming the Creators ourselves Q: Activities done in past 6 months? Base: Serbia 16-54 active internet users; Global 13% 8% 1% 5% 14% 8% 3% 13% Desktop PC Laptop Tablet computer Smartphone Devices used to create video for upload 2014 2015 25% 33% 26% 25% Create A Video To Upload Online Upload Video Clip To Video Sharing Website Serbia World
  • 6. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Stars of online Video in Serbia 327K 143K 487K 185K 109K 112K 144K 70K 128K 435K 58K 33K Subscribers/Followers Zvoganj
  • 7. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Video sharing community is growing, favouring entertaining, surprising and useful clips Q: What kind of video content you mostly share Base: Serbia 16-54 active internet users 0% 2% 4% 6% 8% 10% Inspires You Sets You A Challenge Helps You To Connect With New People Provides Experiences To Share With Friends/Family Teaches You About The Brand Is Entertaining And Fun Provides Useful Information Or 'How-To' Tips Promotes A Cause That Is Important To You Is About A Person You Find Interesting Helps You Indulge Your Passions Tells You Something New And Unexpected Is Useful And That Other People Don't Know Expresses Your Point Of View Is Interesting Or Controversial And Will Spark Debate Videos shared on Video Site 51% Share Video once a week or more
  • 8. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The main motivation behind is having fun and escaping the “real world” BASE: Serbia 16-54 active internet users RELATIONSHIP DIVERSION LEARNING RECOGNITION PROGRESSION Motivation for video sharing 0% 10% 20% 30% 40% 50% 60% Stay In Touch With Friends Feel Like You Belong Keep You Company Express And Share Emotion Share Knowledge Share New Experiences Hang Out/Waste Time Have Fun/Be Entertained Relax/Escape Be Creative Make MoneyBuild Your Career Make Contacts For Work Change Opinions Promote Yourself Express Yourself Earn Respect Learn Something New Keep Up To Date Explore The World… Seek Others Opinions
  • 9. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Heavy online video users mostly value content that is: BASE: Serbia 16-54 active internet users watching online video everyday 0% 10% 20% 30% 40% Value content Useful information on “how to” Teaches you about the brand Tells you something new and unexpected Is entertaining Is useful and something that other people don't know Inspires You
  • 10. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L …and from companies online they expect to learn something new, being up to date, fun and always in touch Q: 3 Interactions Most Likely To Have With Companies BASE: Serbia 16-54 active internet users watching online video everyday 47% 27% 27% 24% 23% 22% 21% 21% Learn something new Response to issues/ complaints Help & advice Latest news about products Help others Entreating content & experiences Express my own opinions Develop my skills
  • 11. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Summary BASE: Serbia 16-54 active internet users Online population value and share video content that is entertaining, useful, new & unexpected Online video viewing migrates to smartphones Companies & brands online should speak to us in educating, supportive, entertaining way
  • 12. Let’s make some lovable videos & ads Thank you