Slides Pesquisa Com Score apresentado no Congresso TV 2.0 realizado em 2008 em São Paulo.

1. MEASURING THE DIGITAL WORLD
Online Video:
The new face of the Internet

2. Impressive growth in Brazil
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■ Everyone is getting in to the game
(both with UG and professional content) The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and
computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again.
■ UVs to Globo Videos up 35% in last
eight months (5.9M in June)
■ UVs to YouTube.com up 42% in last
eight months (9.1M in June)
■ Total visits to Globo Videos and
YouTube.com up 25% and 50% in last
eight months, respectively
■ Globo Videos reached 30% of Brazilian
online population in June, YouTube.com
reached 46%
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3. Plenty of room for more too
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■ Brazil ranks 14 out of 37 countries in
terms of average number of visits to The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and
multimedia sites each month
computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again.
■ Low Broadband penetration limits
engagement and audience
■ Brazil ranks 32 out of 37 in terms of
average minutes per visitor
■ Brazil ranks 36 out of 37 in terms of
average minutes per visit
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4. Stay tuned…
■ Introduction to comScore
- Who we are & what we do
■ A look at some trends in visitation
- A look at global and regional traffic to select video sites
■ A look at online video in the US
- The impact of Broadband
- A closer look at the US online video audience
- Online vs TV and other trends of note
■ Key points & conclusions
- What to watch out for?
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5. MEASURING THE DIGITAL WORLD
Company Background & Overview

6. About comScore: what we do & how
■ Actively recruit panelists from around the world through a variety of
online channels (www.permissionresearch.com)
■ All panel members voluntarily register to participate
■ Passively monitor, analyse and report panel’s online activity
■ Panel is a representative cross section of the global online population
■ Help clients better understand the Internet, how it is being used, by
whom, where, and when, and how it can deliver superior ROI
■ comScore offers a variety of syndicated services and customized
research solutions providing insight in to online behavior
= A global leader in measuring the digital world
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7. Close to 2 million panelists worldwide, with data
collected from over 170 countries
34 Countries Processed and Reported Separately
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8. MEASURING THE DIGITAL WORLD
Online Video:
A look at the traffic

9. Worldwide - Total unique visitors to YouTube.com
and % reach of internet audience*
Total…
400,000 40.0
200,000 20.0
0 0.0
* comScore World Metrix universe is comprised of the audience ages 15+, accessing from home and work locations
Source: comScore Media Metrix, comScore Video Metrix
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10. Total unique visitors to YouTube.com – broken
down by country
* comScore World Metrix universe is comprised of the audience ages 15+, accessing from home and work locations
Source: comScore Media Metrix – June 2008
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11. Latin America - Total unique visitors to YouTube.com
and % reach of internet audience*
Total…
40,000 100.0
20,000 50.0
0 0.0
* comScore World Metrix universe is comprised of the audience ages 15+, accessing from home and work locations
Source: comScore Media Metrix
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12. Brazil – Total unique visitors to YouTube.com
and % reach of internet audience*
Total…
10,000 50.0
5,000
0 0.0
* comScore World Metrix universe is comprised of the audience ages 15+, accessing from home and work locations
Source: comScore Media Metrix
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13. MEASURING THE DIGITAL WORLD
Online Video in the US:
A closer look

14. Broadband penetration in the US is increasing at a
faster rate than unique visitor growth
Total Internet Population and Home
Broadband Penetration
July ’08
84.8% Home
Broadband
Penetration
189 Million
Internet Users
Source: comScore Media Metrix
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15. Broadband users stream much more
In general, Broadband Users:
– Spend 50% more time online
– Consume 5x as many pages
– Visit the Internet 5x as often
Broadband users:
2.5B total visits to YouTube.com globally
in July, with avg of 16.6 minutes per visit
Dial-up users:
19M total visits to YouTube.com globally
in July, with avg of 10.2 minutes per visit
Source: comScore Media Metrix, March 2008; comScore Marketing Solutions
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16. Online video in US is a large part of user experience
Total Internet users (millions) Percent of Internet users who streamed
195 90.00%
80.00%
190
70.00%
185
60.00%
180
50.00%
175
40.00%
170
30.00%
165
20.00%
160 10.00%
155 0.00%
FLV Measurement was added in July 2006 driving a large part of the incremental growth versus June and prior months.
Source: comScore Media Metrix, comScore Video Metrix
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17. Video consumption in US shows continued growth,
with June 2008 reaching over 11.4 billion streams
US online video audience in June 2008 was 142 million
Number of people streaming Streams
160,000,000 14,000,000,000
140,000,000
12,000,000,000
120,000,000
10,000,000,000
100,000,000
8,000,000,000
80,000,000
6,000,000,000
60,000,000
4,000,000,000
40,000,000
2,000,000,000
20,000,000
0 0
*FLV Measurement was added in July 2006 driving a large part of the incremental growth versus June and prior months.
**Fox Interactive Media was not included in the November report due to an unusual implementation of an RTMP on MySpace which did not allow us to accurately distinguish video
streams from audio streams.
Source: comScore Media Metrix, comScore Video Metrix
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18. MEASURING THE DIGITAL WORLD
Online Video in the US:
A closer look at the audience

19. Streaming is well represented across all demographic
segments
Total Internet Video Streaming Index to Total Internet
All Females 51% 50% 99
All Males 49% 50% 101
Female: 18+ 41% 41% 100
Female: 18-34 14% 14% 101
Female: 25-49 22% 23% 104
Female: 25-54 27% 27% 103
Female: 55+ 8% 7% 93
Male: 18+ 39% 40% 101
Male: 18-34 13% 14% 107
Male: 25-49 21% 22% 104
Male: 25-54 25% 26% 103
Male: 55+ 8% 8% 92
Persons: 18+ 80% 81% 101
Persons: 18-34 28% 29% 104
Persons: 25-49 43% 45% 104
Persons: 25-54 51% 53% 103
Persons: 55+ 16% 15% 92
Source: comScore Video Metrix, June 2008
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20. Streaming engagement by content category
Streamers Streamer Streams Streams/ Minutes/
(MM) Reach (MM) Streamer Streamer
Entertainment 103 75% 2,445 24 65
Multimedia 83 61% 1,545 19 57
TV 36 26% 361 10 24
Multimedia, which includes
Entertainment - Music 25 18% 191 8 21
sites like YouTube and
Kids 25 19% 324 13 15
MTV, appears to be the
Entertainment - Movies 18 13% 55 3 4 most popular among
Radio entertainment streamers:
13 10% 106 8 19
Humor 6 5% 31 5 9
•Over 1.5 billion streams
Entertainment - News 6 4% 23 4 4 are served in the
Portals multimedia category by
92 67% 1,123 12 17
over 83 million streamers
Conversational Media 54 40% 538 10 13
Social Networking 53 39% 534 10 13
•Users are viewing these
Retail 27 20% 125 5 26 streams on average for
News/Information 57 minutes each month!
45 33% 300 7 12
General News 35 26% 221 6 12
Weather 8 6% 24 3 2
Sports 21 15% 155 8 21
Community 32 24% 303 9 13
Family 22 16% 256 12 13
Source: comScore Video Metrix, June 2008
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21. All streamers are not equal
Medium Streamer
Heavy Streamer Light Streamer
% of
20% 30% 50%
Population
6 mins
841 mins 77 mins
Avg. Monthly
Time
87% 12% 2%
Streaming
8 Videos
247 Videos 50 Videos
Avg. Number of
Videos Viewed
72% 22% 6%
Based on total number of videos streamed during one month
Source: comScore Marketing Solutions
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22. The streamer segments are distinct
Gender Age
Household Income Household Size
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23. A closer look at the heavy streamers
Demographic Characteristics Media Consumption
Average weekly consumption
Skews compared to Total Internet
■ 69% watch TV 7+ hours
■ 18-24 age group
■ 36% use the Internet 13+ hours
■ Males
■ 21% listen to the radio 7+ hours
■ $100K+
■ Household Size: 1
Top Streaming Sites Top Streaming Categories
YouTube.com Entertainment
■ ■
MySpace.com XXX Adult
■ ■
Yahoo! Portals
■ ■
Viacom Digital Services
■ ■
AOL Conversational Media
■ ■
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24. MEASURING THE DIGITAL WORLD
Online Video in the US:
Online vs TV, and trends of note

25. Online streamers are typically heavy consumers of
both TV and the Internet
Hours per Week Consuming Media
1. 69% of streamers view
40% TV for 7 or more hours
Internet TV Radio
per week
30%
20%
2. 40% view TV for 13 or
more hours per week
10%
0%
3. Slightly less spend 7 or
Never Less Less 1 to 2 3 to 6 7 to 13 More
more hours per week on
than than 1 hours hours hours than 13
the Internet (56%)
once hour hours
per
week
1a. Using the scale below, please tell us on average, approximately how many hours per week you spend doing each of the following?
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26. In 2007, the Internet’s reach approached TV’s from
6 to 8pm and exceeded it from 8 to 10am
70
60
TV
50
% People 15+ Using Medium
40
30
Internet
Internet
TV
20
10
0
Midnight 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 12:00 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00
AM PM PM
Source: National People Meter (US), comScore Media Metrix 2007
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27. Different content is being viewed online vs TV
■ The type of content consumed online is not necessarily the same
content that is most popular in viewing on TV
■ This confirms that streamers are using online video as a complement to
television – not a replacement
Top TV Genres Top Internet Streaming Categories
Favorite “Live” TV Genre: Internet Categories by Highest Reach
Sports Events Entertainment - Multimedia
■ ■
Drama Portals
■ ■
News Conversational Media
■ ■
Science Fiction TV
■ ■
Situation Comedy XXX Adult
■ ■
Talent/Reality News/Information
■ ■
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28. Full length shows vs highlights
■ The most popular content for full length shows is significantly different
than the most popular for abbreviated versions or “highlights”
■ Streamers are viewing content more suited to highlights such as
general, sports, and entertainment news, while watching full length
programming in the form of TV shows and movies
Top Online Content for Full Show Top Online Content for Highlights
Drama Sports news/updates
■ ■
Feature Films Entertainment news
■ ■
Science Fiction Sports events
■ ■
Daytime Soaps News
■ ■
Situation Comedy Instruction/Advice/Talk
■ ■
Game Shows Animation/Cartoons
■ ■
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29. User-generated content vs professional content
■ The online video marketplace is dynamic, complex, growing and yet to
be fully monetized
■ New types of online video and video properties emerging each month
(UGC, branded content, TV shows, web-isodes etc.)
■ Advertisers insecure with UGC, more comfortable with premium content
■ UGC represents almost 95% of the traffic, but 5% of the advertising
■ Ad-supported premium content growing rapidly - ABC, CBS, NBC, Fox
and MTV offer ad-supported streaming
■ There is more video ad space available now than in the past. More and
more video content will become ad supported, not just paid-downloads
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30. Streamers would rather watch an ad than pay a fee to
watch online videos
■ 60% of respondents would rather watch online video ads than pay a fee
■ 36% don’t mind advertisements less than 15 seconds
■ Only 28% feel that online ads are more disruptive than television ads
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31. Online video ad spending in the US forecasted to
grow 62% per year thru 2013
■ 56% growth forecasted ’08
vs ’07
62%
■ 62% avg for ’07 thru ’13
■ Total online expected to
grow 17% in ’08
■ Will account for 9.8% of all
online spending in 2013
56%
■ $324 million in ’07 is only
0.5% of total ad dollars
spent on TV
Source: eMarketer, August 2008
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32. MEASURING THE DIGITAL WORLD
Online Video:
Conclusions

33. Conclusions
What to watch for in Brazil
The State of Online Video
■ Increasing Broadband access will greatly
■ Usage goes mainstream – visitation and
increase audience & engagement, clear
engagement very impressive
signs of market potential
- Almost 300M UVs to YouTube.com in
■ Viral effect - sharing / embedding and
June 2008, up more than 50% YOY
interactivity becoming more popular
- 5.9M UVs to Globo Videos in June
■ Online video not only UGC, major
■ Diverse audiences consuming various advertisers and studios should plan
types of online video (shows, highlights) accordingly
■ Heaviest consumers of video tend to ■ Different kinds of content consumed
skew to Males below the age of 35 online, not just sports and news
■ In the US, the Internet had a larger ■ Online video advertising to increase
reach than TV from 8-10am last year rapidly
■ Many online video alternatives – major ■ Brand marketers experiment, as do
networks, UGC, independent s etc. publishers with new ad and content
formats
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34. MEASURING THE DIGITAL WORLD
Thanks for your time and attention!
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