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Online video by the numbers july2011
The document discusses the growth of online video from 1985 to the present. Some key points include: - Over 100 million people in the US now watch online videos each month. - Online video viewership has grown 706% since 2006. - The introduction of broadband internet in the 2000s helped fuel explosive growth in online video by allowing larger files to stream more easily. - Major developments like embedded video players in 2006 made it easier to watch video on any website.
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Online video by the numbers july2011
- 1. Online Video bythe Numbers Where we've come from, where we're headed, and why you should care. #DanPiech, Product Manager, comScore July 2011
- 2. 101 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH © comScore, Inc. Proprietary. 2 Source: comScore Video Metrix, June 2011
- 3. 101 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH 1.3 BILLION VIDEOS © comScore, Inc. Proprietary. 3 Source: comScore Video Metrix, June 2011
- 4. 101 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH 1.3 BILLION VIDEOS TODAY © comScore, Inc. Proprietary. 4 Source: comScore Video Metrix, June 2011
- 5. 706% GROWTH SINCE 2006 © comScore, Inc. Proprietary. 5 Source: comScore Video Metrix, June 2011
- 6. WHERE WE’VE COMEFROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ! ACTION ITEMS © comScore, Inc. Proprietary. 6 Icon Source: Dale Morrell, 19eighty7.com
- 7. WHERE WE’VE COMEFROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 7 Icon Source: Dale Morrell, 19eighty7.com
- 8. 1985: The Internetis Text-Based 1985 © comScore, Inc. Proprietary. 8
- 9. 1995: The Internetbecomes HTML-based 1995 © comScore, Inc. Proprietary. 9 Source: archive.org
- 10. HTML increases Internetpenetration Total Internet Users (MM) 220 200 180 160 140 120 100 80 60 40 20 0 JAN 1999 June 2011 © comScore, Inc. Proprietary. 10 Source: comScore Media Metrix June 2011
- 11. 2000: Dial-up connectionsstifle online video growth 2000 56 kbps © comScore, Inc. Proprietary. 11
- 12. 2000-2006: Explosion ofBroadband Connectivity Broadband Penetration 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% © comScore, Inc. Proprietary. 12 Source: comScore Media Metrix June 2011
- 13. 2006: Video Reachesthe Big Stage 2006 <embed src=“video.swf”> © comScore, Inc. Proprietary. 13
- 14. 2006: Online VideoViewership Nearly Doubles 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 May… May… May… May… May… Mar '06 Sep '06 Mar '07 Sep '07 Mar '08 Sep '08 Mar '09 Sep '09 Mar '10 Sep '10 Jul '06 Jul '07 Jul '08 Jul '09 Jul '10 Nov '06 Nov '07 Nov '08 Nov '09 Nov '10 Jan '06 Jan '07 Jan '08 Jan '09 Jan '10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 14 Source: comScore Video Metrix
- 15. 2006: Beginning toMonetize 2006 $324 MILLION (ad spend) 63 BILLION VIDEOS © comScore, Inc. Proprietary. 15 Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010
- 16. Premium video contentachieves scale en-masse 2009 <video> © comScore, Inc. Proprietary. 16
- 17. 2009: The latemajority become video viewers 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 May… May… May… May… May… Mar '06 Sep '06 Mar '07 Sep '07 Mar '08 Sep '08 Mar '09 Sep '09 Mar '10 Sep '10 Jul '06 Jul '07 Jul '08 Jul '09 Jul '10 Nov '06 Nov '07 Nov '08 Nov '09 Nov '10 Jan '06 Jan '07 Jan '08 Jan '09 Jan '10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 17 Source: comScore Video Metrix
- 18. Crossing the Chasmanalogy as it applies to Online Video © comScore, Inc. Proprietary. 18 Concept Source: Crossing the Chasm by Geoffrey Moore; Image Source: Craig Chelius
- 19. 2006 was theyear of the early majority, 2009 the late majority 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 EARLY LATE MAJORITY MAJORITY 20,000 0 May… May… May… May… May… Mar '06 Sep '06 Mar '07 Sep '07 Mar '08 Sep '08 Mar '09 Sep '09 Mar '10 Sep '10 Jul '06 Jul '07 Jul '08 Jul '09 Jul '10 Nov '06 Nov '07 Nov '08 Nov '09 Nov '10 Jan '06 Jan '07 Jan '08 Jan '09 Jan '10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 19 Source: comScore Video Metrix
- 20. 2010: Video isthe fastest growing online ad format 2010 $1,440 MILLION (ad spend) 441 BILLION VIDEOS © comScore, Inc. Proprietary. 20 Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010
- 21. Online video isby far and away the fastest growing Internet segment 2006 – 2010 $ Ad Spend: +344% # Videos: +600% © comScore, Inc. Proprietary. 21
- 22. Online Video’s ParadigmShift 2000= An Occasionally Viewed Medium for Peripheral, Low-Quality Media Consumption 2011= A Regularly Targeted Medium for Engaged, High-Quality Media Consumption © comScore, Inc. Proprietary. 22
- 23. Online video isnow a significant aspect of our online lives TODAY NUMBER OF VIEWERS per month 183MM % OF INTERNET AUDIENCE 86% VIDEOS VIEWED per month 39B VIDEOS PER PERSON per month 211 VIEWING TIME PER PERSON per month 16 hr © comScore, Inc. Proprietary. 23 Source: comScore Video Metrix, June 2011
- 24. China and theUS lead the way with scale 300 Unique Viewers by Country (MILLIONS) 250 Unique Viewers per month 200 150 100 50 0 Italy Germany Turkey France China India US UK Singapore Brazil Mexico Australia Spain Japan Russia Argentina Chile Canada Hong Kong Malaysia New Zealand © comScore, Inc. Proprietary. 24 Source: comScore Video Metrix, April 2011
- 25. Canada has themost active video viewing population 200 180 Monthly Videos per Viewer by Country 160 Videos per viewer per month 140 120 100 80 60 40 20 0 Germany Turkey France Italy India US UK Singapore Brazil Mexico Australia Spain Japan Russia Chile Argentina Canada Hong Kong Malaysia New Zealand © comScore, Inc. Proprietary. 25 Source: comScore Video Metrix, April 2011
- 26. WHERE WE’VE COMEFROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 26 Icon Source: Dale Morrell, 19eighty7.com
- 27. All ages consumeonline video Percentage of Internet Audience that View Video 100 89.43 87.17 86.31 90 85.92 85.51 84.61 85.19 80 Percent per month 70 60 50 40 30 20 10 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ © comScore, Inc. Proprietary. 27 Source: comScore Video Metrix, June 2011
- 28. 18-34 Year-olds areheaviest consumers of online video 350 325 Monthly Videos Per Viewer 300 269 240 Videos per viewer per month 250 211 200 179 150 140 119 100 50 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ © comScore, Inc. Proprietary. 28 Source: comScore Video Metrix, June 2011
- 29. Men and womenare equally likely to have watched online video Percent of Viewers 49.7% Male 50.3% Female 48% 52% 42% 58% © comScore, Inc. Proprietary. 29 Source: comScore Video Metrix, June 2011
- 30. Men watch 1.7xas many videos online as women Video Views 38% Male Female 63% 48% 52% 42% 58% © comScore, Inc. Proprietary. 30 Source: comScore Video Metrix, June 2011
- 31. Men account formore than 2/3rds of the time spent viewing online Time Spent Viewing 31% Male Female 69% 48% 52% 42% 58% © comScore, Inc. Proprietary. 31 Source: comScore Video Metrix, June 2011
- 32. WHERE WE’VE COMEFROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 32 Icon Source: Dale Morrell, 19eighty7.com
- 33. Where are viewerswatching content videos? Total Unique Web Property Viewers (000) (of content videos) Google Sites 149,281 VEVO 63,003 Yahoo! Sites 52,665 Microsoft Sites 50,663 Viacom Digital 49,493 Facebook.com 47,687 AOL, Inc. 43,915 Turner Digital 30,063 Hulu 26,701 NBC Universal 19,602 © comScore, Inc. Proprietary. 33 Source: comScore Video Metrix, June 2011
- 34. Duration moves upwardsas long-form TV content moves online 180 Total US Viewing Duration +162% 160 140 Billions of Minutes 120 100 80 60 40 20 0 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10 © comScore, Inc. Proprietary. 34 Source: comScore Video Metrix
- 35. Viewing of long-formTV content online doubled from 2009-2010 2009-2010 Yearly growth among long-form TV programming sites Videos Viewed Videos per Viewer 104% 75% increase increase © comScore, Inc. Proprietary. 35 Source: comScore Video Metrix, Dec 2009 – Dec 2010
- 36. 8% of long-formTV websites’ viewers view video on any given day Average percent of a long-form TV site’s viewers that view videos on any given day 4% 2009 8% 2010 © comScore, Inc. Proprietary. 36 Source: comScore Video Metrix, Dec 2009 – Dec 2010
- 37. How the newTV audience tunes in: by platform Online-Only Cross Platform Viewers Viewers 0 TV 29%0% 6% Cross Platform Viewers 24% Online-Only TV-Only Viewers TV Viewers 70% 6% © comScore, Inc. Proprietary. 37 Survey conducted by comScore in August, 2010 Sample Size: 2053
- 38. Platform viewing byage: TV + Online Online 18-24 TV Only 57% 35% 8% 25-34 55% 36% 9% 35-49 75% 20% 5% © comScore, Inc. Proprietary. 38
- 39. WHERE WE’VE COMEFROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 39 Icon Source: Dale Morrell, 19eighty7.com
- 40. The average onlineviewer is reached 35 times a month by video ads 5.2 Billion video ad impressions per month Billion 2.2 video ad minutes per month 148 Million viewers exposed to video ads 35 video ads per person per month © comScore, Inc. Proprietary. 40 Source: comScore Video Metrix, June 2011
- 41. The ad marketis growing, but has room for more 21 % Growth YOY video ad impressions per month % Growth 22 video ad minutes per month YOY 8 % Growth viewers exposed to video ads YOY 13 % Growth video ads per person per month YOY © comScore, Inc. Proprietary. 41 Source: comScore Video Metrix, June 2011
- 42. Online video advertisingreaches half of the total US population 81% video viewers 70% total web 48% total US Population © comScore, Inc. Proprietary. 42 Source: comScore Video Metrix, June 2011
- 43. Only 1.3% oftime spent viewing video online is spent watching ads All Online Video Television 1.3% Ads Content 25% 98.7% 75% 1.3% of time spent viewing video online is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 43 Source: comScore Video Metrix, June 2011
- 44. Television is farmore monetized than online video Entertainment Sites Television 3.1% Ads Content 25% 96.9% 75% 3.1% of time spent viewing video online on entertainment sites is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 44 Source: comScore Video Metrix, June 2011
- 45. There is significantlyless clutter in the online world Long-Form Premium TV-content 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. 45 Source: comScore Video Metrix, June 2011
- 46. WHERE WE’VE COMEFROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 46 Icon Source: Dale Morrell, 19eighty7.com
- 47. Online viewers aremore receptive to advertising How would you rate the commercials you see when watching original TV shows on ONLINE vs. TV? Online Rating TV Rating Commercials make me think favorably about the brand being 31.2% advertised 18.7% 29.8% Commercials are relevant to me 18.6% 30.1% Commercials are memorable 21.8% The commercials interfere with my show viewing 32.1% 32.0% I enjoy watching the commercials 19.5% 34.3% Commercials are annoying 25.6% 35.8% Commercials are interesting 22.0% © comScore, Inc. Proprietary. 47 Source: comScore TV Everywhere Survey | n = 1825
- 48. Online viewers caneasily and immediately pursue a brand further What are the reasons you visited an advertiser’s website while watching a show online? A video commercial played during the show A product that you noticed in the program A video commercial played before the show A text or image-based commercial surrounding the video player Other 0 10 20 30 40 50 60 Percentage of respondents © comScore, Inc. Proprietary. 48 Source: comScore TV Survey, 2010
- 49. Nearly 100% ofonline spenders are video viewers Non-Video Viewers 4% Video Viewers 96% © comScore, Inc. Proprietary. 49 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
- 50. Video viewers spendmore online comScore Online Buying Power Index 170 180 145 136 160 115 140 100 120 100 80 60 40 20 0 All Internet All Video Video Ad Earned Media Premium Long- Users Viewers Networks & Social Video Format Video © comScore, Inc. Proprietary. 50 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
- 51. Cross-platform viewers are21% more likely to have $100k+ HHI Cross-platform viewers are 21% more likely to have $100,000+ household incomes than television-only viewers TV Only Viewers Cross-Platform Viewers 11.7 14.2 Household Income < $100k > $100k 88.3 85.8 © comScore, Inc. Proprietary. 51 comScore cross-media survey, May, 2011
- 52. Video is social,interactive, lean forward… Note the clichéd clip-art graphics © comScore, Inc. Proprietary. 52
- 53. 1 in 3video viewers comment © comScore, Inc. Proprietary. 53
- 54. 2 in 5upload videos © comScore, Inc. Proprietary. 54
- 55. 1 in 2regularly share videos © comScore, Inc. Proprietary. 55
- 56. More than 1in 2 view online video with others © comScore, Inc. Proprietary. 56
- 57. Among 18-34’s, morethan 2 in 3 view with others © comScore, Inc. Proprietary. 57
- 58. WHERE WE’VE COMEFROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ! ACTION ITEMS © comScore, Inc. Proprietary. 58 Icon Source: Dale Morrell, 19eighty7.com
- 59. The market hasplenty of room to grow! Ad Spending (MM) Streams (MM) $6,000 500000 $5,202 450000 440,692 $5,000 400000 350000 $4,000 $3,844 300000 260,049 $2,858 $3,000 250000 200000 $1,966 $2,000 142,254 150000 $1,440 102,141 $1,029 100000 $1,000 $734 63,515 $324 $410 50000 $135 $225 $40 $55 $85 $0 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 © comScore, Inc. Proprietary. 59 Source: comScore Video Metrix, December 2010 and eMarketer, December 2009
- 60. Action Plan: Puttogether a video action plan with discrete goals – Is your goal to… Increase website/microsite visits? Improve brand opinion? Introduce a brand message to a larger audience or a more niche audience? Drive direct online or offline purchase behavior? The technology infrastructure of the Internet affords these opportunities to you Determine where and how your target audience is consuming video Keep your mind open to using the new opportunities online video affords: – Using a YouTube Partner as a brand advocate – Developing branded content that spurs conversation – Cross pollinating your social media campaigns with video Use the many resources and measurement companies available to determine if your goals have been met – Most any goal can be easily and discretely measured © comScore, Inc. Proprietary. 60
- 61. This is NOTTV! © comScore, Inc. Proprietary. 61
- 62. This is OnlineVideo! © comScore, Inc. Proprietary. 62
- 63. Thank you! @DanPiech |dpiech@comscore.com