The Past, Present and Future of Online Video The Changing Shape of the Online Video Market Owen West EU Business Development Director [email protected] Discussion Topics NOW = The Worldwide State of Online Video THEN = How We Got Here: The New Era of Online Video WHY = The Drivers Behind The New Era CASE STUDY = YouTube and The Age of Convergence CRYSTAL BALL = The Next Era of Online Video © comScore, Inc. Proprietary and Confidential. 2 comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1,900+ worldwide Employees 1,000+ Local Presence 32+ locations in 23 countries 170+ countries under measurement; Global Coverage 43 markets reported Headquarters Reston, VA © comScore, Inc. Proprietary and Confidential. 3 comScore’s Unified Approach; The Best of Both Worlds 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behaviour SITE-Census Measurement PANEL CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology 1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties And a behavioural© comScore, Inc. Proprietary cross and Confidential.-platform 4 measurement capability V0411 (Non Video) Stories That Have Shaped Digital in 2012 FACEBOOK IPO 1 RAISED THE PROFILE OF SOCIAL NETWORKING AND DIGITAL ADVERTISING….FOR THE BEST?! 2012 SUMMER OLYMPICS 2 ILLUMINATED THE RISE OF MULTIMEDIA & ‘ALWAYS-ON’ CONSUMPTION SOCIAL MEDIA 3 A DEMOCRATISING FORCE AHEAD OF U.S. PRESIDENTIAL ELECTION 4 MOBILE DISRUPTING ONLINE BUSINESSES IN MANY WAYS 5 MIND THE ‘DIGITAL OMNIVORE’ MULTI-DEVICE INCREMENTAL EFFECT & PLATFORM CANNIBALISATION © comScore, Inc. Proprietary and Confidential. 5 NOW = The Worldwide State of Online Video A flourishing marketplace The Online Video Marketplace now offers Huge Audiences Nearly 1.3 Billion people watch an average of 170 Online Videos each per month Worldwide © comScore, Inc. Proprietary and Confidential. 7 Source: comScore Video Metrix, Aged 15+, July 2012 More People are More Engaged Than Ever July 2012 Growth since Sept 2011 Total Unique Viewers 1.3 billion 7% Average Daily Unique Viewers 591 million 17% Videos 214 billion 15% Total Minutes (MM) 1.468 trillion 24% © comScore, Inc. Proprietary and Confidential. 8 Source: comScore Video Metrix, Key Measures, July 2012 Video Consumption Skewed Towards Younger Males Percentage of Total Views Consumed by Males Aged 15-34 40% 37.1% 35% 30% 29.1% 25% 20% 15% 10% 5% 0% Pages Videos © comScore, Inc. Proprietary and Confidential. 9 Source: comScore Video Metrix, Demographic Profile, July 2012 Composition of Young Males a Good Indicator of Market Development Unique Viewers (Millions) 80 70 Other 60 Males 15-34 50 40 30 20 10 28.2% 16.6% 17.8% 19.3% 20.0% 21.5% 41.0% 0 Germany France UK Spain Italy Russia Turkey © comScore, Inc. Proprietary and Confidential. 10 Source: comScore Video Metrix, Demographic Profile, July 2012 But…..Market Audiences Are Becoming Increasingly Universal ….Ubiquity Beginning? Unique Viewer Composition: 50% Males Aged 15-34 Jul-11 Jul-12 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Germany France UK Spain Italy Russia Turkey *EU-3 includes UK, France and Germany © comScore, Inc. Proprietary and Confidential. 11 Source: comScore Video Metrix, Demographic Profile, July 2012 THEN = How we got here: The New Era of Online Video in Europe The Shift from Quantity to Quality Rapid Growth of Unique Viewers and Video Views Stopped in Q1 2010 for EU-3 Unique Viewers Videos (Billions) (Millions) 140 30 120 25 100 20 80 15 60 10 40 20 5 0 0 Unique Viewers (Millions) Videos (Billions) © comScore, Inc. Proprietary and Confidential. 13 Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany A Closer Look Uncovers the Story of a Shift From Quantity to Quality at the Turn of 2011 Unique Viewers Videos (Billions) (Millions) 140 30 120 25 100 20 80 Sept 2010 – 15 60 March 2011 10 40 Change Minutes per Video +11% 20 5 Total Minutes + 3% 0 0 Unique Viewers (Millions) Videos (Billions) © comScore, Inc. Proprietary and Confidential. 14 Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany 2011 Saw the Rise to a New Era of Online Video…Continuation of Quantity to Quality...Longer Videos Unique Viewers Videos (Billions) (Millions) 140 30 120 25 100 20 80 15 60 March – Sept 2011 Change 10 40 Minutes per Video +4% 20 5 Total Minutes + 33% 0 0 Unique Viewers (Millions) Videos (Billions) © comScore, Inc. Proprietary and Confidential. 15 Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany The Last Year Has Seen a Balancing of Topline Internet Viewing…..Early Adopters Migrating to Their Connected Devices Unique Viewers Videos (Billions) (Millions) 140 30 120 25 100 20 80 15 60 10 40 20 5 0 0 Unique Viewers (Millions) Videos (Billions) © comScore, Inc. Proprietary and Confidential. 16 Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany WHY = The Drivers Behind the New Era of Online Video; A Quality Viewing Experience A Choice of Quality Content Convenient and Accessible A Price Worth Paying A Quality Viewing Experience: Online Video has Come a Long Way UGC/’Numa Numa’ Song PREMIUM/FROZEN PLANET © comScore, Inc. Proprietary and Confidential. 18 A Choice of Quality Content: The Two Ends of the Quality Spectrum Were Well Defined UGC PREMIUM Shorter format Longer format Low budget High budget Low quality High quality Low talent/interest High talent/interest Unknown content Known content = Minimally monetised = Well monetised © comScore, Inc. Proprietary and Confidential. 19 A Choice of Quality Content: At the Premium End, TV Broadcasters Have Large Online Video Presence (UK Example) Unique Viewers (millions) 4.6 2.7 2.2 1.8 0.8 © comScore, Inc. Proprietary and Confidential. 20 Source: comScore Video Metrix, July 2012, UK A Choice of Quality Content: VOD Audiences Are Loyal, Why?; Quality Content Delivered From Favourite Destinations <30 days post-airing Huge inventories 8.8m Unduplicated No Schedules Reach Personalisation Metadata Only 2.2m Watch From 2 or More Sites © comScore, Inc. Proprietary and Confidential. 21 Source: comScore Video Metrix, Audience Duplication July 2012, UK A Choice of Quality Content: Not Just the Big Boys….. Online Video Specialists Cultivate Niche & Attractive Audiences 2 x More Likely 77% of TED’s (228%) Than the Viewers With ‘Average’ Video Viewer Household Income to Watch Videos From >£35K Technology Sites © comScore, Inc. Proprietary and Confidential. 22 Source: comScore Video Metrix, Demographic Profile and Cross Viewing, UK, June 2012 A Choice of Quality Content: US Powerhouses Leverage Their Existing Large Audiences in Europe Typical Video Unique Viewers (000) in EU-7* Audience: Social Viacom Digital 32,185 Networkers Microsoft Sites 19,538 Gamers Yahoo! Sites 17,339 Techies Source: comScore Video Metrix, Key Measures and Cross Viewing (taken from UK data), July 2012 © comScore, Inc. Proprietary and Confidential. 23 *EU-7 includes UK/FR/DE/ES/IT/TR/RU A Choice of Quality Content: Online Video Suits a Variety of Content Types, Allowing New Market Players to Emerge Unique Viewers (000) in EU-7* VEVO; Music Videos 50,017 Viacom Digital 32,185 Microsoft Sites 19,538 Yahoo! Sites 17,339 Source: comScore Video Metrix, Key Measures and Cross Viewing (taken from UK data), July 2012 © comScore, Inc. Proprietary and Confidential. 24 *EU-7 includes UK/FR/DE/ES/IT/TR/RU A Choice of Quality Content: Users Are Supplying and Demanding Higher Quality UGC % Growth Index of Vimeo (UGC Video Sharing) Worldwide, September 2011=100 200 180 Total Minutes 160 140 MinutesMinutes perper Video Video 120 Unique Viewers 100 80 © comScore, Inc. Proprietary and Confidential. 25 Source: comScore Video Metrix, Key Measures, July 2012 A Choice of Quality Content: Partnerships Bring Quality Content to Mass Audiences 103.4m Unique Viewers Worldwide 232.3m Unique Viewers Worldwide © comScore, Inc. Proprietary and Confidential. 26 Source: comScore Video Metrix, Key Measures, July 2012 Convenient and Accessible: Syndicated Nature of Online Video Brings Relevancy to the Viewer & Huge Advertising Opportunities Unique Viewers (000) for Perform Sports 512 1,456 UK Italy 5,671 1,863 France Turkey Spain 2,013 Germany Russia 2,766 © comScore, Inc. Proprietary and Confidential. 27 Source: comScore Video Metrix, Key Measures, July 2012 Convenient and Accessible: Control & Visibility to User Behaviour Helps Deliver Relevant Content to Visitors 2.0m 3.0m Watchi Watchi ng on 2 ng on 2 Averageor Videos Per Sessionor on a DAx Client Site* more more sites Without Live sites Recommendations Feed 3.6 2.0 With Live Recommendations Feed © comScore, Inc. Proprietary and Confidential. 28 Source: * comScore DAx – anonymous client Convenient and Accessible: Online Video is Social, and Publishers can Leverage the Power of Social Media • 1 in 3 video viewers comment • 2 in 5 upload videos • 1 in 2 regularly share videos • More than 1 in 2 view online video with others Users exposed to Top Gear’s Brand messages via their Friends on Facebook are 219% more likely than the average internet user to visit Topgear.com Sources: comScore Custom Marketing Solutions Study (US 2011) © comScore, Inc. Proprietary and Confidential. 29 and Social Essentials, September 2011, UK Convenient and Accessible: …..Enter Mobile and Connected Devices Unique Viewers (MILL) on Mobile Devices Help Deliver Premium Video Wherever & Whenever in EU-5 16.0 +56% 14.0 14.8 12.0 +63% 10.0 10.0 9.5 8.0 +50% 6.0 6.1 6.6 4.0 4.4 2.0 0.0 Broadcast OR On- On-demand video or TV Broadcast TV programming Demand/TV-Programming programming June 2011 June 2012 © comScore, Inc. Proprietary and Confidential. 30 Source: comScore MobiLens Trend, EU5 Region, Age 13+ A Price Worth Paying: Video Advertising is Booming Consumption of Videos in the UK by Video Type July 2011 July 2012 5.2% 10.4% Content Ads © comScore, Inc.