1.
Online Video:
A Statistical Review
Dan Piech, Senior Product Manager | February 5, 2013
@DanPiech
All stats are for U.S.
© comScore, Inc. Proprietary.

2.
We Provide Insights and Actions
We are an internet technology company
that measures what people do as they
navigate the digital world –
and turns that information into insights
and actions for our clients to maximize
the value of their digital investments.
© comScore, Inc. Proprietary. V0113 2

3.
comScore 2 Million Person Global Panel
Comprehensive View of Digital Consumer Behavior
Online
Advertising
Website and
Video
App Usage
PC
TV
Gaming Server
E-Commerce Search
Smart
POS
phone
Tablet
Online Demo-
Behavioral graphic
Profiles Profiles
© comScore, Inc. Proprietary. V0113 3

4.
The comScore Census Network™ (CCN™)
Over 1.5 Trillion
Digital Interactions
Per Month
 Measurement from 172 countries
 Over 1.5 Million domains
 Greater than 85% of all devices
© comScore, Inc. Proprietary. V0113 4

5.
82 MILLION AMERICANS
ARE GOING TO WATCH
1.6 BILLION VIDEOS
TODAY.
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012 5

6.
188 MILLION AMERICANS
ARE GOING TO WATCH
265 VIDEOS PER PERSON
THIS MONTH.
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012 6

7.
ONLINE VIDEO REACHES
>85%
OF U.S. INTERNET USERS
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012 7

8.
NUMBER OF VIDEOS
WATCHED ONLINE
+800%
OVER LAST 6 YEARS
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012 8

9.
The Rise of the U.S. Digital Video Viewing Audience
Late Majority
180
160
Early Majority 140
120
100
80
60
40
Total Unique Video Viewers (MM) 20
0
Jan '06 Jan '07 Jan '08 Jan '09 Jan '10
© comScore, Inc. Proprietary. Source: comScore Video Metrix 9

10.
Top Video Content Publishers by Unique Viewers
1 153M 6 42M
2 59M 7 42M
3 52M 8 41M
4 50M 9 38M
5 48M 10 35M
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2013 – Content Videos Only 10

11.
Top Video Content Publishers by Video Views
1 13B 6 510M
2 692M 7 472M
3 612M 8 431M
4 592M 9 419M
5 539M 10 383M
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2013 – Content Videos Only 11

12.
% Share of Content Video Views
YouTube
AOL, Inc.
All Other YouTube
Hulu
31% 48%
VEVO
Netflix
NDN
Microsoft Sites
Viacom Digital
Facebook
Yahoo! Sites
CBS Interactive
Turner Digital
Blinkx
Dailymotion.com
ESPN
2% All Other
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2013 – Excluding Adult Content 12

13.
TOP 20 YouTube Partners
YouTube Partner Unique Viewers Video Views
per month per month
VEVO 50.5M 564M
Fullscreen 31.1M 191M
Maker Studios Inc. 30.0M 363M
Warner Music 26.0M 141M
Machinima 26.0M 502M
BroadbandTV 13.4M 80M
Collective Digital Studio 9.3M 59M
Alloy Digital 8.6M 58M
MOVIECLIPS 8.5M 30M
NBC Entertainment 6.9M 21M
Revision3 Corp 6.7M 26M
© comScore, Inc. Proprietary. 13

14.
Males aged 12–49 comprise 80%
of time spent viewing Machinima videos.
© comScore, Inc. Proprietary. Source: comScore Video Metrix 14

15.
More than 83% of Internet users
now consume video across all age groups
91% Percent of web users who
watch video in a month
88%
86%
85%
84% 84%
83%
AGE 12-17 18-24 25-34 35-44 45-54 55-64 65+
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2013 15

16.
18-24 year-olds have emerged to be the
heaviest consumers of digital video
398
381 Average Videos Watched Nov-08
per Viewer in a Month Dec-12
255 268
252
225
181
98 101 101 89
87
62 59
AGE 12-17 18-24 25-34 35-44 45-54 55-64 65+
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2013 16

17.
Men and women are equally likely to watch
online video
Male
49.8%
Percentage of Female
Video Viewers 50.2%
© comScore, Inc. Proprietary. Source: comScore Video Metrix 17

18.
But men watch 1.8x as many videos online as
women
Male
35.4%
Percentage of Female
Video Views
64.6%
© comScore, Inc. Proprietary. Source: comScore Video Metrix 18

19.
And men account for 70% of total time spent
viewing online
29.3%
Male
Percentage of
Total Time
Spent Viewing Female
70.7%
© comScore, Inc. Proprietary. Source: comScore Video Metrix 19

20.
2013 PREDICTED
ONLINE VIDEO AD SPEND:
$4.14 BILLION
© comScore, Inc. Proprietary. Source: eMarketer 20

21.
22.6%
OF ONLINE VIDEOS VIEWED
WERE AD VIDEOS,
+60% YEARLY GROWTH
© comScore, Inc. Proprietary. 21

22.
All Online Video Television
1.9%
Ads Content
25%
88.1% 75%
1.9% of time spent viewing video online is
spent viewing ads compared to 20-30% on TV
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2013 22

23.
Long-Form Premium
TV-content Online 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. Source: comScore Video Metrix 23

24.
Consumers are Always Connected
PCs Tablets
rule our rule our
workdays evenings
Smartphones
rule our
mornings
12:00 am 8:00 am 6:00 pm
© comScore, Inc. Proprietary. Source: comScore Custom Analytics
24

25.
Engaging transient consumers across all devices is key to success
Smartphone PC/MAC Tablet Gaming
Watch the companies that are
doing a good job with this!
© comScore, Inc. Proprietary. 25

26.
Thank you!
@DanPiech
www.comscore.com
Dan Piech, Senior Product Manager | February 5, 2013
www.facebook.com/comscoreinc
@comScore
© comScore, Inc. Proprietary.