The YouTube Generation: What about Belgium?

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The YouTube success story is merely one illustration of the remarkable changes that are taking place in the way we communicate and entertain ourselves. As broadband Internet access has become increasingly available and affordable … it has fueled an insatiable hunger for video. At 93% of TVHH, Belgium's basic cable penetration is one of the highest on the planet. Clo Willaerts gives an overview of recent Belgian market numbers on web video consumption: who's watching, who's uploading and most of all: who's generating web video content.

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  • The YouTube Generation: What about Belgium?

    1. 1. The YouTube generation: what about Belgium? Clo Willaerts, 14 maart 2007
    2. 2. Digital media
    3. 3. Streaming media and the player war
    4. 4. Broadband penetration
    5. 5. Clip culture - early examples
    6. 6. Citizen journalism
    7. 7. Vlog
    8. 8. Birth of YouTube
    9. 9. YouTube growth
    10. 10. Google Video
    11. 11. Report: Online Video Consumption <ul><li>Goal of the study </li></ul><ul><ul><li>Gaining insights into the consumption, distribution and generation of online videoclips </li></ul></ul><ul><li>Fieldwork </li></ul><ul><ul><li>Research carried out by InSites Consulting ( www.insites-consulting.com ) during January 2007 </li></ul></ul><ul><ul><li>The project consists of a combination of 2 data collections based on the same questionnaire </li></ul></ul><ul><ul><ul><li>Belgian online population via InSites panel </li></ul></ul></ul><ul><ul><ul><li>Skynet newsletter subscribers </li></ul></ul></ul><ul><li>Sample profile </li></ul><ul><ul><li>N (Skynet newsletter subscribers) = 3570 </li></ul></ul><ul><ul><li>N (Belgian Internet users) = 1005; representative on age, gender, language, Internet frequency according to the Belgian Internet Mapping of November 2006 </li></ul></ul><ul><ul><ul><li>Age: 15-24: 23%; 25-34: 22%; 35-44: 25%; 45-54: 18%; 55-64: 8%; 65+: 4% </li></ul></ul></ul><ul><ul><ul><li>Gender: Male 54%; Female 46% </li></ul></ul></ul><ul><ul><ul><li>Language: Dutch 60%; French 40% </li></ul></ul></ul><ul><ul><ul><li>Internet frequency: Maximum two days a week: 29%; 3-5 days 29%; 6-7 days 42% </li></ul></ul></ul><ul><li>Error margin of findings: +/- 1% </li></ul>
    12. 12. Video generation (uploading) Video distribution Video consumption Belgian Internet Population Skynet newsletter subscribers 10% 12% 61% 69% 85% 91%
    13. 13. Segmentation Interest for making/broadcasting clips High Low High (no technical problems) Low technical barriers Low (technical problems) Generator Generator Generator Belgian Internet Population Skynet newsletter subscribers N (Skynet newsletter) = 3570 N (InSites panel) = 1005
    14. 14. The couch watcher
    15. 15. The generator
    16. 16. The unenthusiast
    17. 17. The enthusiast fun seeker
    18. 18. Q: Which channels? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231
    19. 19. Q: Length of video clips? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231
    20. 20. Q: Which online video services? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231
    21. 21. Q: Which type of video clips? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231
    22. 22. Q: How do you watch clips? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231
    23. 23. Q: Where do you watch? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231
    24. 24. Q: Actions with clips? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231
    25. 25. Q: Uploaded clips, self made? Significant difference (99%) Generator Filter: Only if ever uploaded video clips N (Skynet newsletter) = 428 N (InSites panel) = 103
    26. 26. Q: Advertising in clips irritating? Filter: only respondents knowing a particular advertising means Significant difference (99%) Generator Top 2 scores irritation
    27. 27. Thank you <ul><li>Clo Willaerts </li></ul><ul><li>[email_address] </li></ul>

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