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Unica OnDemand The Evolving Online Video Landscape: Trends & Insights  The Webinar will begin at  1:00 PM  EST You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select Use Telephone after joining the Webinar.  Dial-in phone:   916 – 233 – 3088   Access code:  523 – 429 – 565   Presented by: Paul Verna eMarketer Senior Analyst  Sponsored  by:
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J U L Y  2 0 1 0 The Evolving Online Video Landscape: Trends & Insights
Agenda Online Video Audience Metrics & Demographics Content Mix & Venues Case Studies: YouTube, Netflix, Hulu, Break Media, ooyala  Monetization Syndication Technology Convergence: From TV to Internet Tips & Takeaways
Overview We’re in a transitional time Consumer behavior, technology, monetization models, and the relationship between digital and transitional media are all in flux The landscape will change significantly in the next few years Opportunities about for those willing to take risks and embrace new paradigms
Online Video Audience Metrics 147.5 million people   in the US watch online video,  which translates to  2/3 of Internet users
Online Video Audience Metrics By 2014, this number will increase to   193.1 million,   or   77% of Internet users. 7% CAGR
Audience Demographics The largest clusters of viewers are  ages   18 to 44
Audience Demographics The largest clusters of viewers are  ages   18 to 44
Women outnumber men in the overall online  video audience, but men outnumber women among heavy  TV online viewers
Those under 25 are most inclined to watch ‘all’ or ‘most’ of their TV online
TV Online Increasing numbers of video viewers are   watching  full-length TV shows   online
Content Mix: Movies Online Downloading and streaming of   full-length movies  rose dramatically  in 2009
User-generated clips still lead the pack of online video types watched regularly by US viewers
Case Study: YouTube
YouTube  was the undisputed leader  by unique viewers,  with  over  100 million   in May 2010 Case Study: YouTube US Unique Viewers to Google Video Sites, May 2010 (millions)
Source: Nielsen Case Study: YouTube Top Online Video Properties by Videos Viewed, May 2010 (billions)
Source: comScore Case Study: YouTube Top Online Video Properties by Videos Viewed, May 2010 (billions)
Case Study: Netflix Case Study: YouTube Business Highlights 43% market share in May 2010  (comScore) Third-most-visited site on the web 24 hours of video uploaded every minute Over 2 billion clips served every day Cost and technical barriers lower than ever Preferred hosting destination for media firms Partnerships with top content owners
Case Study: Netflix Case Study: YouTube Challenges DNA is in user-generated video Interface needs improvement Stiff competition from Hulu in TV space Stiff competition from Netflix in movie space Integration between Google TV and YouTube a question mark Monetization strategy unclear
Case Study: YouTube “ With respect to how it’ll get monetized, our first priority  is on the advertising side.  We do expect over time to see micropayments and other forms of subscription models coming as well, but our initial focus is on advertising.” — Eric Schmidt, CEO, Google, in CNET Case Study: YouTube
Case Study: Netflix Case Study: Netflix
Case Study: Netflix Case Study: Netflix Business Highlights 15 million subscribers in Q2 2010, which is up  42% year-over-year 61% of subscribers stream content Expansion into Canada and other territories Three platform strategy: game consoles, Blu-ray players, Internet TVs
Case Study: Netflix “ We focus on three categories: videogame consoles, Blu-ray and Internet TV, which is just emerging. We’ve been very happy with the early progress from Sony, VIZIO and others, but that category in the very long term is likely to be the leading category.” — Reed Hastings, CEO, Netflix,  Q2 2010 earnings call Case Study: Netflix
Technology Integration “ The recession has increased demand  for in-home entertainment, enhancing  the TV experience. This, combined with new flat-panel models that access content from the Internet, will further blur the lines between TV and the Internet.” — Ed Moran, director of insights and innovation, Deloitte Case Study: Netflix
Case Study: Netflix Case Study: Netflix Challenges Direct competition from Hulu, YouTube, Blockbuster, Apple, Amazon, etc.  Limitations on content availability Long ramp time for Internet TVs to penetrate market
Case Study: Hulu Case Study: Hulu Plus
Case Study: Netflix Case Study: Hulu Plus Hulu founded on an ad-supported model Company has crossed the profit threshold Revenue guidance of $100M in 1H 2010 Joint-venture partners long interested in exploring paid-content
Case Study: Netflix Case Study: Hulu Plus Business Highlights $10/month subscription Available on Windows, Mac, iPhone, iPad, Blu-ray, Internet TVs PS3, Android support in the future Despite fee, service will carry advertising load similar  to current free Hulu
Case Study: Netflix Case Study: Hulu Plus Challenges High price, no pricing tiers Service carries ads despite monthly fee Competition from other paywalls, including newspapers, music services, data plans Content offerings limited to JV partners
Case Study: Hulu Plus “ If your ambition is to bring  the world’s premium content  to users, and to do so in a way that produces fair returns to content owners—and it is our ambition—there isn’t one single bullet…you’re going to see a tremendous number of experiments.” — Jason Kilar, CEO, Hulu, in The New  York Times
The video content mix is shifting from ad-funded to paid and hybrid models
Case Study: Hulu Plus “ Our research suggests that viewers have a higher tolerance for advertising than they are currently receiving. There’s revenue being left on the table and media companies have not yet extracted full value out of the medium.” — Tania Yuki, director of online video and  cross-platform product, comScore
YouTube Promoted Videos Leverages branded video campaigns Similar to AdWords for YouTube CPMs between $100 and $400 YouTube attributes CPMs to higher engagement levels with online video vs. TV
Case Study: Ooyala
Case Study: Ooyala Using Ooyala’s multi-variate testing framework (currently in beta), a top media company doubled paid-content revenues  twice Extended clip preview length from 2 minutes to  3 minutes Reduced download price from 99 cents to 49 cents Ooyala expects monetization income to contribute 20% of revenue in 2011
Case Study: Ooyala Another Ooyala client increased ad engagement  by changing formats A single 15-second pre-roll produced abandonment rates of 20% to 25% Spreading out the ad load and using shorter spots brought rates to single digits
Case Study: Ooyala “ There are more and more opportunities to hit a consumer with advertising, but it’s not just about more advertising but better targeted ads.” — Bismarck Lepe, President of Products, Ooyala, in an interview with eMarketer
Case Study: Ooyala Business Highlights Customer dashboard enables instant syndication to all screens Specific moments or entire clips can be shared via popular social platforms YouTube playback gives customers access to world’s largest online video library Flexible technology detects playback environment and scales accordingly Product features enable testing of multiple monetization options (ads vs PPV) to determine best mix for viewer engagement and revenue
Case Study: Ooyala Challenges Competition from other players in the online video platform space (Brightcove) Competition from in-house solutions Social venues provide ample free syndication opportunities
Case Study: Break Media Case Study: Break Media
Case Study: Break Media Business Highlights Well-defined demographic target Expertise in producing, licensing and distributing content Branded websites that cater to niches within the target demo Ad network leverages company’s content expertise with its advertising muscle
Case Study: Break Media “ We’ve created a vertically integrated machine that’s  self-sufficient in the sense  that we can produce content, monetize it and distribute it….That’s really important,  and most important is to do it at the right price points.” — Keith Richman, CEO, Break Media,  in an interview with eMarketer Case Study: Break Media
Case Study: Break Media Challenges Very competitive space on the professional content side Equally crowded field in user-generated media Also competitive on the ad-network side
Facebook is now a key player in online video, proving the importance of social venues in the content syndication loop
Technology Convergence:  From TV to the internet
Technology Convergence:  More users connecting TVs to the internet
Technology Convergence:  Sharp increases in streaming devices
The US  will see an explosion in TVs  and other devices with integrated web-video widgets
Technology Convergence Phase 1: Set-top boxes, game consoles
Technology Convergence Phase 2: Internet-connected TVs
The online video audience is  growing  and becoming more  demographically homogenous. The  content mix  is shifting toward  professional,  full-length programming. Monetization models are moving toward  paid & hybrid systems  but content owners must convince  skeptical consumers  of the  value of paying for video. Ad-supported models  will remain strong. Technology convergence  will be key to the continued success of online video. Content   syndication   is   expanding   the   video   audience. Tips & Takeaways
J U L Y  2 0 1 0 eMarketer would like to thank DoubleClick for sponsoring today’s webinar.
There is an advertiser for every video
eMarketer Webinar: The Evolving Online Video Landscape
eMarketer Webinar: The Evolving Online Video Landscape
Thank you for tuning in to the eMarketer Webinar: The Evolving Online Video Landscape  Presented by: Paul Verna eMarketer Senior Analyst Questions & Answers Registrants will receive a copy of the slide deck and the playback link in a follow up email within 24 hours of this presentation.  Sponsored by:
eMarketer Online Video Coverage Learn more about the online video landscape with  eMarketer Total Access. Visit:  www.emarketer.com/products Call: 800-405-0844 Email:  [email_address] Recent Reports: Video E-Commerce: Innovative Models Drive Sales UK Digital News and Information Convergence Consumer Packaged Goods Sector Taps Into Online Video Paid Video Content: Focus on Movies and TV Marketing to the Online Video Audience Digital Video Advertising: Where’s the Money? Video Content: A Premium Opportunity All reports are available to  Total Access  clients.

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eMarketer Webinar: The Evolving Online Video Landscape

  • 1. Unica OnDemand The Evolving Online Video Landscape: Trends & Insights The Webinar will begin at 1:00 PM EST You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select Use Telephone after joining the Webinar. Dial-in phone: 916 – 233 – 3088 Access code: 523 – 429 – 565 Presented by: Paul Verna eMarketer Senior Analyst Sponsored by:
  • 2. Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
  • 3. J U L Y 2 0 1 0 The Evolving Online Video Landscape: Trends & Insights
  • 4. Agenda Online Video Audience Metrics & Demographics Content Mix & Venues Case Studies: YouTube, Netflix, Hulu, Break Media, ooyala Monetization Syndication Technology Convergence: From TV to Internet Tips & Takeaways
  • 5. Overview We’re in a transitional time Consumer behavior, technology, monetization models, and the relationship between digital and transitional media are all in flux The landscape will change significantly in the next few years Opportunities about for those willing to take risks and embrace new paradigms
  • 6. Online Video Audience Metrics 147.5 million people in the US watch online video, which translates to 2/3 of Internet users
  • 7. Online Video Audience Metrics By 2014, this number will increase to 193.1 million, or 77% of Internet users. 7% CAGR
  • 8. Audience Demographics The largest clusters of viewers are ages 18 to 44
  • 9. Audience Demographics The largest clusters of viewers are ages 18 to 44
  • 10. Women outnumber men in the overall online video audience, but men outnumber women among heavy TV online viewers
  • 11. Those under 25 are most inclined to watch ‘all’ or ‘most’ of their TV online
  • 12. TV Online Increasing numbers of video viewers are watching full-length TV shows online
  • 13. Content Mix: Movies Online Downloading and streaming of full-length movies rose dramatically in 2009
  • 14. User-generated clips still lead the pack of online video types watched regularly by US viewers
  • 16. YouTube was the undisputed leader by unique viewers, with over 100 million in May 2010 Case Study: YouTube US Unique Viewers to Google Video Sites, May 2010 (millions)
  • 17. Source: Nielsen Case Study: YouTube Top Online Video Properties by Videos Viewed, May 2010 (billions)
  • 18. Source: comScore Case Study: YouTube Top Online Video Properties by Videos Viewed, May 2010 (billions)
  • 19. Case Study: Netflix Case Study: YouTube Business Highlights 43% market share in May 2010 (comScore) Third-most-visited site on the web 24 hours of video uploaded every minute Over 2 billion clips served every day Cost and technical barriers lower than ever Preferred hosting destination for media firms Partnerships with top content owners
  • 20. Case Study: Netflix Case Study: YouTube Challenges DNA is in user-generated video Interface needs improvement Stiff competition from Hulu in TV space Stiff competition from Netflix in movie space Integration between Google TV and YouTube a question mark Monetization strategy unclear
  • 21. Case Study: YouTube “ With respect to how it’ll get monetized, our first priority is on the advertising side. We do expect over time to see micropayments and other forms of subscription models coming as well, but our initial focus is on advertising.” — Eric Schmidt, CEO, Google, in CNET Case Study: YouTube
  • 22. Case Study: Netflix Case Study: Netflix
  • 23. Case Study: Netflix Case Study: Netflix Business Highlights 15 million subscribers in Q2 2010, which is up 42% year-over-year 61% of subscribers stream content Expansion into Canada and other territories Three platform strategy: game consoles, Blu-ray players, Internet TVs
  • 24. Case Study: Netflix “ We focus on three categories: videogame consoles, Blu-ray and Internet TV, which is just emerging. We’ve been very happy with the early progress from Sony, VIZIO and others, but that category in the very long term is likely to be the leading category.” — Reed Hastings, CEO, Netflix, Q2 2010 earnings call Case Study: Netflix
  • 25. Technology Integration “ The recession has increased demand for in-home entertainment, enhancing the TV experience. This, combined with new flat-panel models that access content from the Internet, will further blur the lines between TV and the Internet.” — Ed Moran, director of insights and innovation, Deloitte Case Study: Netflix
  • 26. Case Study: Netflix Case Study: Netflix Challenges Direct competition from Hulu, YouTube, Blockbuster, Apple, Amazon, etc. Limitations on content availability Long ramp time for Internet TVs to penetrate market
  • 27. Case Study: Hulu Case Study: Hulu Plus
  • 28. Case Study: Netflix Case Study: Hulu Plus Hulu founded on an ad-supported model Company has crossed the profit threshold Revenue guidance of $100M in 1H 2010 Joint-venture partners long interested in exploring paid-content
  • 29. Case Study: Netflix Case Study: Hulu Plus Business Highlights $10/month subscription Available on Windows, Mac, iPhone, iPad, Blu-ray, Internet TVs PS3, Android support in the future Despite fee, service will carry advertising load similar to current free Hulu
  • 30. Case Study: Netflix Case Study: Hulu Plus Challenges High price, no pricing tiers Service carries ads despite monthly fee Competition from other paywalls, including newspapers, music services, data plans Content offerings limited to JV partners
  • 31. Case Study: Hulu Plus “ If your ambition is to bring the world’s premium content to users, and to do so in a way that produces fair returns to content owners—and it is our ambition—there isn’t one single bullet…you’re going to see a tremendous number of experiments.” — Jason Kilar, CEO, Hulu, in The New York Times
  • 32. The video content mix is shifting from ad-funded to paid and hybrid models
  • 33. Case Study: Hulu Plus “ Our research suggests that viewers have a higher tolerance for advertising than they are currently receiving. There’s revenue being left on the table and media companies have not yet extracted full value out of the medium.” — Tania Yuki, director of online video and cross-platform product, comScore
  • 34. YouTube Promoted Videos Leverages branded video campaigns Similar to AdWords for YouTube CPMs between $100 and $400 YouTube attributes CPMs to higher engagement levels with online video vs. TV
  • 36. Case Study: Ooyala Using Ooyala’s multi-variate testing framework (currently in beta), a top media company doubled paid-content revenues twice Extended clip preview length from 2 minutes to 3 minutes Reduced download price from 99 cents to 49 cents Ooyala expects monetization income to contribute 20% of revenue in 2011
  • 37. Case Study: Ooyala Another Ooyala client increased ad engagement by changing formats A single 15-second pre-roll produced abandonment rates of 20% to 25% Spreading out the ad load and using shorter spots brought rates to single digits
  • 38. Case Study: Ooyala “ There are more and more opportunities to hit a consumer with advertising, but it’s not just about more advertising but better targeted ads.” — Bismarck Lepe, President of Products, Ooyala, in an interview with eMarketer
  • 39. Case Study: Ooyala Business Highlights Customer dashboard enables instant syndication to all screens Specific moments or entire clips can be shared via popular social platforms YouTube playback gives customers access to world’s largest online video library Flexible technology detects playback environment and scales accordingly Product features enable testing of multiple monetization options (ads vs PPV) to determine best mix for viewer engagement and revenue
  • 40. Case Study: Ooyala Challenges Competition from other players in the online video platform space (Brightcove) Competition from in-house solutions Social venues provide ample free syndication opportunities
  • 41. Case Study: Break Media Case Study: Break Media
  • 42. Case Study: Break Media Business Highlights Well-defined demographic target Expertise in producing, licensing and distributing content Branded websites that cater to niches within the target demo Ad network leverages company’s content expertise with its advertising muscle
  • 43. Case Study: Break Media “ We’ve created a vertically integrated machine that’s self-sufficient in the sense that we can produce content, monetize it and distribute it….That’s really important, and most important is to do it at the right price points.” — Keith Richman, CEO, Break Media, in an interview with eMarketer Case Study: Break Media
  • 44. Case Study: Break Media Challenges Very competitive space on the professional content side Equally crowded field in user-generated media Also competitive on the ad-network side
  • 45. Facebook is now a key player in online video, proving the importance of social venues in the content syndication loop
  • 46. Technology Convergence: From TV to the internet
  • 47. Technology Convergence: More users connecting TVs to the internet
  • 48. Technology Convergence: Sharp increases in streaming devices
  • 49. The US will see an explosion in TVs and other devices with integrated web-video widgets
  • 50. Technology Convergence Phase 1: Set-top boxes, game consoles
  • 51. Technology Convergence Phase 2: Internet-connected TVs
  • 52. The online video audience is growing and becoming more demographically homogenous. The content mix is shifting toward professional, full-length programming. Monetization models are moving toward paid & hybrid systems but content owners must convince skeptical consumers of the value of paying for video. Ad-supported models will remain strong. Technology convergence will be key to the continued success of online video. Content syndication is expanding the video audience. Tips & Takeaways
  • 53. J U L Y 2 0 1 0 eMarketer would like to thank DoubleClick for sponsoring today’s webinar.
  • 54. There is an advertiser for every video
  • 57. Thank you for tuning in to the eMarketer Webinar: The Evolving Online Video Landscape Presented by: Paul Verna eMarketer Senior Analyst Questions & Answers Registrants will receive a copy of the slide deck and the playback link in a follow up email within 24 hours of this presentation. Sponsored by:
  • 58. eMarketer Online Video Coverage Learn more about the online video landscape with eMarketer Total Access. Visit: www.emarketer.com/products Call: 800-405-0844 Email: [email_address] Recent Reports: Video E-Commerce: Innovative Models Drive Sales UK Digital News and Information Convergence Consumer Packaged Goods Sector Taps Into Online Video Paid Video Content: Focus on Movies and TV Marketing to the Online Video Audience Digital Video Advertising: Where’s the Money? Video Content: A Premium Opportunity All reports are available to Total Access clients.

Editor's Notes

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