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Online Video

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Online Video

  1. 1. Online Video Introduction OCC Bangalore, 15 March 2009
  2. 2. A large Indian population consume video content Television <ul><li>120 M TV HH </li></ul><ul><li>80 M C&S and 14 M DTH </li></ul><ul><li>DTH grew 4.5X in past two years; 40 M HH by 2010 </li></ul><ul><li>TV advertising revenues of $ 2bn; growing at ~ 22% yoy </li></ul>Movies <ul><li>~1000 movies annually; 4 billion theatrical tickets yoy </li></ul><ul><li>Movie entertainment market of $3 bn growing at 20% yoy </li></ul><ul><li>Current overseas market of $250M growing at 55-60% yoy </li></ul><ul><li>USA, Canada and UK are the top exporters of Indian movies </li></ul>Internet <ul><li>~ 40 – 50 M monthly unique visitors on Internet* </li></ul><ul><li>Growing at 22% annually </li></ul><ul><li>$130 -160 M of internet advertising market in 2008 </li></ul><ul><li>YouTube and MetaCafe - top 50 Indian sites (alexa ranking) </li></ul>
  3. 3. <ul><li>According to Universal McCanaan Survey, in India </li></ul><ul><ul><li>40% of active internet users are watching daily and another 40% weekly </li></ul></ul><ul><ul><li>27% of active internet users are uploading daily and another 42% weekly </li></ul></ul><ul><li>YouTube and MetaCafe grew by 100% in last one year </li></ul><ul><li>YouTube has 30% penetration in the total Indian internet population </li></ul>Increasing penetration of online video content Source: Universal McCanaan Wave 3 Survey Source: Comscore Note: MetaCafe has no presence in India % of Internet Active Users % Ever Done Traffic: YouTube & Metacafe
  4. 4. Film entertainment - large part of video consumption <ul><li>Indians are consuming professional content not UGC </li></ul><ul><ul><li>100% professional content in “Most Viewed” on YouTube for last one month </li></ul></ul><ul><li>National events like ‘Mumbai Attack’ are increasingly consumed on Internet </li></ul><ul><li>Content is uploaded by both content owners and users </li></ul>Bollywood Film content emerges as the largest consumed category online by Indians <ul><li>Source : Canaan estimates; 5 million views on YouTube during 23 rd Nov – 23 rd Dec </li></ul><ul><li>This duration coincides with Mumbai terrorists attack and hence TV News emerges at the top </li></ul>
  5. 5. Very early days of monetization <ul><li>Ad Formats </li></ul><ul><li>Video Pre Roll from the publisher </li></ul><ul><li>Banner ads and Overlay Ads </li></ul><ul><li>Market Size </li></ul><ul><li>In 2007, US online video ad market was $550 M (~2.5% of online ad spends) </li></ul><ul><li>Considering this Indian online video ad market can be $3-5M in 2008 </li></ul><ul><li>Indian content ad market targeting to Indian Diaspora can be much larger </li></ul>
  6. 6. Who are the players? <ul><li>YouTube monetizing Indian Diaspora consuming Indian film content </li></ul><ul><ul><li>Leveraging the existing sales presence in Middle East, UK and USA </li></ul></ul><ul><ul><li>Expecting $3-4 M in 2009* </li></ul></ul><ul><li>Globally, ad networks are increasingly adding Indian film content </li></ul><ul><li>Largely focus is on building content partnerships and monetizing Indian Diaspora </li></ul>* Source – Canaan Estimates
  7. 7. Thanks