Online Video In Latin America English Webinar Dec2010

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Online Video In Latin America English Webinar Dec2010

  1. 1. Online Video in Latin AmericaAndres PalmiterDecember 2010
  2. 2. KEY ADVANTAGEScomScore Video Metrix Understanding the Latin American viewer  What can we learn from the Chilean Miners’ coverage? Audience measures for Argentina, Brazil, Chile, and Mexico Where did all this great data come from? © comScore, Inc. Proprietary and Confidential. 2
  3. 3. Focus: Latin America Latin America Argentina Brazil Chile Mexico © comScore, Inc. Proprietary and Confidential. 3 July 2010 Penetration Data V0910
  4. 4. Sight, sound, and motionThere’s no better way to experience large cultural events than video, but do we know who’s watching and where? © comScore, Inc. Proprietary and Confidential. 4
  5. 5. Online Video allows convenient viewing of TV events Recent comScore study sought to answer: why do viewers choose to watch TV episodes online? – NOT out of ad-avoidance – Main factor is convenience and time-shifting Missed episode on TV 71% Convenience 57% Less ads 38% Both TV/Online [B] Like to see past episodes 25% Prefer the online experience 13% Don’t subscribe to cable/dont have a TV 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% © comScore, Inc. Proprietary and Confidential. 5
  6. 6. Latin American viewers and the Chilean Miners The Chilean Miners rescue was a cultural event that spanned age, interest, and nationality How can marketers better understand audience behavior and know where they go to watch large cultural events online? © comScore, Inc. Proprietary and Confidential. 6
  7. 7. Ability to understand content-specific viewing behavior comScore groups content providers into content categories and sets norms around engagement and viewership that are content-specific – Ability to see demographic breaks by content category as well – Focus on three categories: News/Information, Conversational Media, and Entertainment © comScore, Inc. Proprietary and Confidential. 7
  8. 8. Video and Conversational Media Younger and older audiences participate in cultural events in different ways – In Argentina more than a third of Conversational Media video viewers are between the ages 15-24 % Viewers Conversational Media / Argentina 45-54 14.0 35-44 14.9 25-34 24.6 15-24 37.6 © comScore, Inc. Proprietary and Confidential. 8
  9. 9. Video and Conversational Media Males and females also exhibit different viewing patterns – In Chile females ages 45+ watch more conversational media videos than their male counterparts, at more than a 2-1 ratio Videos Views / Conversational Media / Chile Males 45+ 1.3 Females 45+ 3.1 © comScore, Inc. Proprietary and Confidential. 9
  10. 10. News and Information Whereas conversational media requires participation, News and Information best recreates TV. Unsurprisingly, News and Information attracts an older demographic. – In Argentina, News and Information is most popular among people ages 35+, making up almost half of the content category’s audience Audience / News and Information / Argentina Persons 35+ 916,000 1,850,000 Persons 35+ Total © comScore, Inc. Proprietary and Confidential. 10
  11. 11. News and Information Whereas conversational media requires participation, News and Information best recreates TV. Unsurprisingly, News and Information attracts an older demographic. – In Mexico, people ages 35-44 watch proportionately more News/Information videos per viewer than younger demographics (6.6 compared to the average of 4.9) Videos per Viewer / News and Info / Mexico All Persons 4.9 Persons 35-44 6.6 © comScore, Inc. Proprietary and Confidential. 11
  12. 12. Live Streaming As online video technology becomes more mature, live streaming sites buttress TV viewing – Watch cultural events as they happen, even if the viewer is stuck in front of a computer – In Brazil, live streaming sites such as Ustream, Veemi, Boxlive.tv keep viewers engaged longer for each video than the average video site. Minutes per Video / Live Sites / Brazil Average 5.4 Veemi 11.7 Boxlive.tv 10.9 Ustream 9.3 © comScore, Inc. Proprietary and Confidential. 12
  13. 13. Entertainment’s reach In every market, the entertainment category dominates in terms of audience reach, total minutes viewing, and video views Entertainment Category / Reach 5,773 Chile 6,191 30,612 Brazil 35,969 9,755Argentina 10,996 Entertainment Viewers (000) 15,560 Mexico 16,680 Total Viewers (000) © comScore, Inc. Proprietary and Confidential. 13
  14. 14. What we learned Younger viewers tend to be more engaged with Conversational Media, whereas older viewers viewed more videos on News and Information Live viewing sites would allow marketers to more opportunities to monetize single streams, due to the increased minutes per video © comScore, Inc. Proprietary and Confidential. 14
  15. 15. KEY ADVANTAGEScomScore Video Metrix Understanding the Latin American viewer Audience measures for Argentina, Brazil, Chile, and Mexico  How do the intensity measures match up with US? Where did all this great data come from? © comScore, Inc. Proprietary and Confidential. 15
  16. 16. Online Video reach is consistent across the region Online Video Reach / Web Population USA 84 Chile 85 Brazil 82 Mexico 83Argentina 85 a 0 © comScore, Inc. Proprietary and Confidential. 16 July, 2010 Video Metrix Data
  17. 17. … and across different ages Online Video Reach / By Demographic 89% Argentina 88% 88% 88% Mexico 86% 86% Brazil 85% 85% 85% 85% 85% 84% 84% 84% Chile 83% 83% 83% 83% 81% 80% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 17 July, 2010 Video Metrix Data
  18. 18. … though video consumption skews younger Online Video Consumption / By Demographic 49% Argentina Mexico 35% 34% 35% Brazil 31% Chile 25% 23% 20% 20% 18% 16% 15% 14% 12% 10% 10% 9% 8% 3% 4% 15-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary and Confidential. 18 July, 2010 Video Metrix Data
  19. 19. Room for growth in consumption Videos per Viewer USA 204 Chile 87 Brazil 83 Mexico 111Argentina 86 © comScore, Inc. Proprietary and Confidential. 19 July, 2010 Video Metrix Data
  20. 20. Compared to US data from October 2008, the gap disappears Videos per Viewer USA 92 Chile 87 Brazil 83 Mexico 111 Argentina 86 © comScore, Inc. Proprietary and Confidential. 20 July, 2010 Video Metrix Data
  21. 21. Room for growth in engagement Hours per Viewer USA 15.0 Chile 7.1 Brazil 7.5 Mexico 9.0Argentina 7.1 © comScore, Inc. Proprietary and Confidential. 21 July, 2010 Video Metrix Data
  22. 22. Compared to US data from October 2008, the gap reverses Hours per Viewer USA 4.6 Chile 7.1 Brazil 7.5 Mexico 9.0 Argentina 7.1 © comScore, Inc. Proprietary and Confidential. 22 July, 2010 Video Metrix Data
  23. 23. Each month, online video in Brazil accounts for: 35.9 MM Unique Viewers 82 % Percent of 15+ Internet Audience 2.9 B Total Videos 272 MM Total Hours 83 Videos per Viewer 7.5 Hours per Viewer © comScore, Inc. Proprietary and Confidential. 23 July, 2010 Video Metrix Data
  24. 24. Argentina: 10.9 MM Unique Viewers 85 % Percent of 15+ Internet Audience 948 MM Total Videos 78 MM Total Hours 86 Videos per Viewer 7.1 Hours per Viewer © comScore, Inc. Proprietary and Confidential. 24 July, 2010 Video Metrix Data
  25. 25. Chile: 6.2 MM Unique Viewers 85 % Percent of 15+ Internet Audience 536MM Total Videos 44MM Total Hours 87 Videos per Viewer 7.1 Hours per Viewer © comScore, Inc. Proprietary and Confidential. 25 July, 2010 Video Metrix Data
  26. 26. Mexico: 16.7 MM Unique Viewers 83 % Percent of 15+ Internet Audience 1.8 B Total Videos 150 MM Total Hours 111 Videos per Viewer 9 Hours per Viewer © comScore, Inc. Proprietary and Confidential. 26 July, 2010 Video Metrix Data
  27. 27. KEY ADVANTAGEScomScore Video Metrix Understanding the Latin American viewer Audience measures for Argentina, Brazil, Chile, and Mexico Where did all this great data come from? © comScore, Inc. Proprietary and Confidential. 27
  28. 28. comScore Leverages Rich Panel Data to Deliver Unique and BroadDigital Business Analytics 2 Million Person Panel The Only Global Measurement 360°View of Person Behavior of Audience and E-commerce 170+ Countries Under Measurement 43 Markets Reported © comScore, Inc. Proprietary and Confidential. 28 V0910
  29. 29. Unified Digital Measurement™ (UDM) Establishes Platform ForPanel + Census Data Integration Global Global PERSON Measurement MACHINE Measurement PANEL PAGE TAGS Unified Digital Measurement (UDM) Patent-Pending Methodology Adopted by 88% of Top U.S. Media Properties © comScore, Inc. Proprietary and Confidential. 29 V0910
  30. 30. What does Video Metrix measure? All data was from October 2010! Except where noted. Answer the questions:  Who’s watching?  How long are they watching?  Does viewing behavior change for different types of content? Video Metrix uses the same UDM methodology and panel as Media Metrix 360 © comScore, Inc. Proprietary and Confidential. 30
  31. 31. Thank you!Andres Palmiterapalmiter@comscore.com © comScore, Inc. Proprietary and Confidential. 31

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