POLISH TEENAGERS via ___=
Google Confidential and Proprietary ‹#› Google Confidential and Proprietary ‹#› 3,6 mln 75% 81% of Population of Internet Users Unique 16-24 users monthly in Poland Megapanel 12.2013 / AGB 12.2013 / GUS 2013
15 mln! 40% 71% of Population of Internet Users
unique users monthly in Poland Megapanel 12.2013 / AGB 12.2013 / GUS 2013
1 billion! 14% 36%* of Population of Internet Users unique users monthly globally Google Internal Sources, Global Internet Usage
Sources: Megapanel Gemius/PBI 12.2013, AGB, 12.2013, GUS 2013 ‹#› * Global Internet Usage Google Confidential and Proprietary 100 hours of video uploaded every minute
6 billion hours of video watched monthly
YouTube is #1 in reaching 18-34 year-old compared to all cable networks Nielsen March 2014
Source: Google Internal Sources, Global Data 2013 Google Confidential and Proprietary ‹#› [All 16-24]: YOUTUBE vs. TV REACH
39 00000
29 25000
19 50000
9 75000 TV YouTube
00 lis 12 lis 13 lip 12 lip 13 lut 12 lut 13 sie 12 sie 13 sty 12 sty 13 cze 12 cze 13 gru 12 gru 13 kwi 12 kwi 13 paź 12 paź 13 wrz 12 wrz 13 maj 12 maj 13 mar 12 mar 13
Source: AGB, Megapanel, /2013 Google Confidential and Proprietary ‹#› [All 16-24]: YOUTUBE is #1 “TV CHANNEL”
4,000,000
3,000,000
2,000,000
1,000,000
0 TTV TV4 TV6 TVN TVP1 TVP2 TVN7 Polsat TV Puls Polsat2 Eska TV TVP Info YouTube TVP Polonia
Source: AGB,, 04/2014 Google Confidential and Proprietary ‹#› They listen, they play and they laugh
Google Confidential and Proprietary ‹#› TEEN’S YOUTUBE WATCHTIME IS ALL ABOUT…
MUSIC 52% + GAMING 25% Including Urban Music (41%)
= 77%
% of WATCHTIME on top 30 Polish Channels among 16-19 years olds ‹#› Measured by total views, Q4 2013 - Q1 2014 Google Confidential and Proprietary TOP 30 YOUTH CHANNELS [All16-19] CONTENT
52% 25% 11% 12%
MUSIC + GAMING + HUMOUR + ALL OTHERS
11 / 30 TOP CHANNELS 10 / 30 TOP CHANNELS 5/ 30 TOP CHANNELS 4/ 30 TOP CHANNELS
inc.URBAN
41%
9 / 30 TOP CHANNELS
Google Confidential and Proprietary ‹#› BUT WHEN ASKED…IT LOOKS MORE COMPLEX
TOP REASONS FOR USING YOUTUBE TOP CATEGORIES
Music videos 6700% Short films 61% Entertainment 91% Film previews/trailers 39% “How-to/DIY” 3600% Personal or home videos 3600% Learn / Keep up-to-date 62% Live music 3500% Food/cooking 3000% Technology/electronics 2500% Social / Sharing 54% Documentaries 2400% Comedy 2400%
Source: YouTube Global: Poland Audience Study, IPSOS 2013, All YouTube Audience - Teens and Young Adults = 47% Google Confidential and Proprietary ‹#› TOP 10 YOUTH (All16-19) CHANNELS
PROSTOtv HIP HOP steprecordspl HIP HOP AbstrachujeTV HUMOR UrbanRecTv HIP HOP matemaks EDU 5SposobowNa HUMOR reZiPlayGamesAgain GAMING KaliGanjaMafia HIP HOP IsAmUxPompa GAMING ThePolishPenguinPL GAMING
Source: Google Internal Sources, 16-19, Q4 2013 - Q1 2014 Google Confidential and Proprietary ‹#› TOP CHANNELS
#1 #2 #3 ! steprecords
18-24 > 50% of Audience 18-24 > 50% of Audience 18-24 > 50% of Audience ! ! ! ~13 M (18-24) views monthly ~12 M (18-24) views monthly 4 M (18-24) views monthly ! A humorous channel interpreting The Official channel of a major A Polish Hip Hop record label with the surrounding reality in its own, !independent hip hop and urban music with many artists associated within: Pih, ! ! ! specific way record label - Prosto. It gathers top Polish Chada, Hukos, Kajman, Onar, Wojtas, Hip Hop Artists (Sokół, Hi Fi Banda). The Pelson, Włodi, Młody M, Cira, Praktis, place where new signles are first Okoliczny Element, Jarecki i BRK, released. Fabuła, Jopel i Komar, etc
Google Internal Sources: Q1 2014, monthly data Google Confidential and Proprietary ‹#› URBAN MUSIC CONTENT
Google Confidential and Proprietary ‹#› DEMOGRAPHICS: URBAN MUSIC CONTENT
Youth 13 – 24 years olds consume 65% of Total Polish Urban Music Content
Source: Google Internal Data Google Confidential and Proprietary ‹#› HOW THEY SEARCH FOR URBAN MUSIC CONTENT TOP URBAN MUSIC SEARCHES
140 00000
112 50000 OSTR MINAJ EMINEM DONATAN VERBA PIH PALUCH HEMP GRU 85 00000 PALUCH GRUBSON BEZ STRACHU SŁOŃ
ZBUKU PEZET
57 50000 NICKI TEDE NA SZCZYCIE
PEJA DON GURALESKO CHADA JAK NIE MY TO KTO BRUNO MARS 30 00000 JAN 2013 FEB 2013 MAR 2013 APR 2013 MAY 2013 JUN 2013 JUL 2013 AUG 2013 SEP 2013 OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014
Source: Google Internal Search Data, You Tube Searches Q1 2014 Google Confidential and Proprietary ‹#› GROWING MOBILE YOUTUBE CONSUMPTION
URBAN MUSIC SEARCH DYNAMICS
MOBILE&TABLET COMPRISED 15% OF SEARCHES IN Q1 2014
Source: You Tube Searches, Google Internal Search Data Google Confidential and Proprietary ‹#› GAMING CONTENT
Google Confidential and Proprietary ‹#› DEMOGRAPHICS: GAMING
Teens 13 – 24 years olds consume 67% of Total Polish Gaming Content
Source: Google Internal Sources Google Confidential and Proprietary ‹#› HOW THEY SEARCH FOR GAMING ON YOUTUBE:
60000 TOP GAMING SEARCHES
45000
GAMER KOMPUTERY DO GIER DANNY GAMINGC 30000 PC 2014
GX7 DUBSTEP FOR GAMING BEST MUSIC FOR GAMING 15000
MINIMINI GAMING PC EVOLUTION ALIEN THEME AWOLUTION 00 JAN 2013 FEB 2013 MAR 2013 APR 2013 MAY 2013 JUN 2013 JUL 2013 AUG 2013 SEP 2013 OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014
! SOURCE: Google Internal, You Tube searches in Poland by category:gaming, Jan 2013 – Mar 2014 Google Confidential and Proprietary ‹#› HUMOR CONTENT
in 1 year:
840k Subscribers 48M Views
Google Confidential and Proprietary ‹#› HELP ME CONTENT
~36M Views “only” ~30k Subscribers
Google Confidential and Proprietary ‹#› Moreover, they comment, vote, share …
Google Confidential and Proprietary ‹#› … and wear what they believe in
Google Confidential and Proprietary ‹#› APPENDIX
Google Confidential and Proprietary ‹#› YOUTUBE & OTHER VODs IN POLAND
16,000,000
12,000,000
8,000,000
4,000,000
0 tja.pl ipla.tv vine.co patrz.pl weeb.tv smog.pl wrzuta.pl TVP VOD TVP anyfiles.pl Onet VOD Onet vimeo.com filmykino.pl tvnplayer.pl spryciarze.pl youtube.com chomikujfilmy.tv kreskoweczki.pl dailymotion.com WP Serwisy wideo WP
YouTube users Incremental GrupaInteria.pl Wideo-
Source: AGB, Megapanel, 04/2014 Google Confidential and Proprietary ‹#› YOUTUBE & OTHER VODs IN POLAND
Real users of YouTube and video&VOD sites
15485143
9811066
youtube.com Other video & VOD in total
Source: AGB, Megapanel, 04/2014 Google Confidential and Proprietary ‹#› YouTube users are slightly younger, online daily and more active than non-users
are between 47% 18 and 34 years old
are online daily 79%
more likely to watch movies in 2.7x theaters
more likely to attend 2.6x live events
more likely to dine out in restaurants 2.3x
Source: YouTube Global Audience Study, IPSOS 2013 Google Confidential and Proprietary ‹#›