By	  the	  Numbers	         June	  2012	        Michael	  Wolf	       about.me/wolf	     2012	  -­‐	  Michael	  Wolf	  -­‐...
What categories are king on Kickstarter?                                  Today’s	  its	  music	  and	  video,	  tomorrow	...
How often to projects succeed?                                       Well,	  it	  differs	  by	  category…	  •  Dance	  and...
What is average size of a successful                     project?                                        The	  average	  s...
How big is each Kickstarter category in total      successful projects and aggregate revenue?                         Some...
What are the fastest growing                   categories on Kickstarter?                                                 ...
How successful are each project by                   size?                  There	  is	  slight	  varia?on	  by	  category...
How do unsuccessful projects             break down by percent funded?                    Looking	  at	  complete	  misses...
Is there a magic threshold which projects must hit to gain momentum?                 It	  appears	  once	  projects	  get	...
Methodology	  •  All	  founda_onal	  data	  is	  from	  Kickstarter	     available	  on	  their	  stats	  page	  •  Kickst...
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Kickstarter by the numbers

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An analysis of Kickstarter projects by category, funding levels and success rates. Done by Michael Wolf of GigaOM. http://michaelwolf.us/

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Kickstarter by the numbers

  1. By  the  Numbers   June  2012   Michael  Wolf   about.me/wolf   2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  2. What categories are king on Kickstarter? Today’s  its  music  and  video,  tomorrow     will  see  other  categories  grow  •  Music  and  Film/video  make   Total  Finished  Projects  by  Category   up  over  50%  of  finished   Technology;% Theater;%5%% projects.     2%% Comics;%2%% Art;%9%% Dance;%2%% Publishing;% Design;%3%% 10%%•  Technology  only  represents   Photography ;%3%% Fashion;%3%% 2%  of  total  finished  projects,   but  expect  that  to  rise  fast   Music;%24%% Film%&% Video;%30%%•  Finished  publishing  projects   likely  kept  low  due  to  ease  of   self-­‐publishing  on  e-­‐book   Games;%4%% Food;%3%% plaMorms   2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  3. How often to projects succeed? Well,  it  differs  by  category…  •  Dance  and  theater  have  the   highest  success  rates,  in  part   Success  Rates  by  Category   due  to  lower  average   80%# financing  goals   70%# 69%# 64%#•  Fashion  has  the  lowest   60%# 48%# 54%# success  rate  at  21%,  but   50%# 44%# 40%# 45%# 40%# 41%# 38%# 35%# overall  there  have  been  only   30%# 27%# 34%# 32%# 29%# 391  fashion  projects  as  of   20%# June  26th   10%# 0%#•  Music’s  54%  success  rate  is   l# Co t# De e# Fa n# #V # Ga # Ph M # no g# Th gy# Da # r# # og c# bl y# n od es ics eo Al Ar te impressive  given  that  music   ot usi Te shin nc Pu ph sig m hio m lo Fo id m ea ra s i #& ch represents  nearly  a  quarter   Fil of  all  finished  projects   2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  4. What is average size of a successful project? The  average  size  of  a  successful  project     varies  dras?cally  by  category…  •  There  are  three  major  outliers  when   looking  at  average  project  size:  Design   Average  Successful  Project  Size  ($)   ($49k  avg),  Games  ($38k  avg),   Technology  ($36k  avg)   !$60,000!!•  Large  average  successful  project  sizes   !$50,000!! !$49,095!! are  driven  by  large  outlier  projects.  An   !$40,000!! !$38,152!! example  is  the  Pebble  watch  ($10.3   !$36,396!! million),  which  drove  average  project   !$30,000!! size  for  design  way  up   !$20,000!!•  On  average,  certain  categories  such  as   !$9,226!! !$8,784!! !$9,438!! !$8,854!! !$5,346!! !$5,599!! art  and  dance  tend  to  have  smaller   !$10,000!! !$4,301!! !$3,460!! !$6,982!! !$4,980!! !$4,199!! project  sizes  due  to  lower  overall   !$.!!!! financing  needs  for  typical  projects  in   l! Co ! ! e! n! !& n! ! ! ! og c! y! g! ! r! t ics eo od es gy Al Ar i te ph nc in sig io us m lo id m Fo ea ish sh this  space   Da ra M De Ga no !V Fa Th bl ch Pu ot m Te Ph Fil 2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  5. How big is each Kickstarter category in total successful projects and aggregate revenue? Some  categories  have  small  total  project  counts,   but  big  total  financing  totals  due  to  outliers   Total  Successful  Projects  and    •  As  can  be  seen  by  size  of   Revenue  ($USM)  by  Category   categories  and  ver_cal   placement,  music  and  film  lead   Music$ all  others  by  large  margin   7,446$ Film$&$Video$ $45M$ 6,713$ $72M$•  Art,  theater  and  publishing   have  significant  numbers  of   Art$ 2,548$ Publishing$ projects,  but  total  revenues  are   $13M$ 1,861$ $13.5M$ Theater$ more  on  part  with  other  topics   Design$ 674$ Food,$ 698$ 1,910$ $9M$ $40M$ $8.7M$Games,$ Comics$ 709$ Photo,$ Technology,$ Dance$ Fashion,$ $31.7M$ 753$ 333$ 605$•  The  size  of  games  and   $6.5M$ 582$ $2M$ 391$ $3.7M$ $5M$ $14.6M$ technology  circles  indicate   Key:  Size  of  circle  indicates  rela?ve  size  of  aggregate  successful     bigger  average  successful   project  revenue,  ver?cal  placement  indicated  rela?ve  #  of  total     finance  thresholds  reached   successful  projects  in  a  given  category.   2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  6. What are the fastest growing categories on Kickstarter? RelaBve  Difference  in  Share  Between  Live    •  When  comparing  the  current   Projects  and  Finished  Projects   share  of  a  live  projects  by   category  to  what  the  historical   Games$ 37%$ share  a  category  has  had  of   Publishing$ 35%$ finished  projects,  games,   Fashion$ 34%$ publishing  and  fashion  seem  to   Food$ 26%$ be  growing  fastest.   Comics$ 24%$•  While  a  category  may  have  gone   Design$ 20%$ up  or  down  rela_ve  to  others   0%# 5%# 10%# 15%# 20%# 25%# 30%# 35%# 40%# and  its  historical  share,  it’s  likely   ALL  categories  of  projects  are   Note:  This  chart  show  the  percentage  difference  between  a     growing  as  the  crowdfunding   category’s  current  share  of  live  projects  (live  cat/total  live   projects)  and  historical  share  of  category  (finished  proj’s  by   _de  li`s  all  boats   cat  /total  finished  projects)   2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  7. How successful are each project by size? There  is  slight  varia?on  by  category,  but  not  much…  •  Art,  dance  and  theater  tend  to   Successful  Projects  Percentage  by   have  the  smallest  projects  by   Size  &  Category     size  band,  with  90%  of  projects   100%# by  Category   in  these  categories  under  $10   90%# thousand   80%# $1M+$ 70%#•  Design  has  the  largest   60%# $100kC$$999.9k$ percentage  of  successful   50%# $20kC$$99.9K$ projects  over  $10k  or  bigger,   40%# 30%# $10K$C$$19.99K$ with  nearly  50%  of  successful   20%# $1K$C$$9.99K$$ design  projects  in  that  funding   10%# >$$1k$ band   0%# Co t$ Da $ De e$ Fa n$ $& n$ $ Ga $ Ph M $ og ic$ Th gy$ bl y$ no g$ r$ ics eo od es Ar te Pu ph Te shin nc sig m hio us m lo•  Design  and  games  have  the   id m Fo ea ra $V s i ch ot largest  percentage  of  successful   Fil projects  at  $100k  or  larger,  with   6.5%  and  4.9%  respec_vely   2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  8. How do unsuccessful projects break down by percent funded? Looking  at  complete  misses  and  near  hits…  •  While  projects  that  don’t  achieve   their  goal  usually  miss  by  over  50%,   Unsuccessful  projects  by  percentage   there  are  some  that  come  very   funded  by  category   close.    Technology  has  the  most   near-­‐hits,  with  1.6%  of  projects   geang  over  80%  of  goal.     100%# 90%#•  While  22%  of  total  projects  get  no   funding,  some  categories  usually   80%# do  be>er  in  garnering  some   70%# support.  Only  10%  of  food  projects   60%# 81-99%#Funded# get  no  funding,  and  11%  of  design   50%# 61-80%#Funded# 41-60%#Funded# projects  see  no  support.   40%# 21-40%#Funded#•  When  projects  do  fail,  it’s  in  part   1-20%#Funded# 30%# 0%#Funded# because  they  can’t  get  past  a   20%# certain  threshold.  This  is  illustrated   10%# by  the  fact  only  5.6%  of   0%# unsuccessful  projects  raise  over   t$ $ e$ d$ n$ n$ $ ic$ g$ $ $ $ r$ ics es eo hy gy Ar te in nc sig io o us m lo ap m id Fo ea ish sh Da M De Ga no $V Co gr Th Fa bl 40%  of  their  target   $& ch to Pu m o Te Ph Fil 2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  9. Is there a magic threshold which projects must hit to gain momentum? It  appears  once  projects  get  past  20%  funded,     likelihood  of  success  goes  up  •  The  vast  majority  of   unsuccessful  projects  get   DistribuBon  of  Unsuccessful  Projects  by   stuck  at  20%  or  below  of   Funding  Threshold  Hit   funding  •  Talking  to  crowdsourcing   plaMorms,  some  believe  once   you  cross  30%  funded   threshold,  it  gains   momentum  by  moving   outside  of  your  own  personal   network  and  a>racts   strangers.  This  distribu_on   appears  to  confirm  that.   2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  
  10. Methodology  •  All  founda_onal  data  is  from  Kickstarter   available  on  their  stats  page  •  Kickstarter  updates  their  data  daily,  so  the   data  does  change  slightly  every  day.  The  date   of  the  sta_s_cs  used  for  this  analysis  was  June   26,  2012   2012  -­‐  Michael  Wolf  -­‐  h>p://about.me/wolf  

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