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Surprising Digital vs Traditional Comparisons by Augustine Fou
1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
December 2013
Surprising
Digital vs Traditional
Comparisons
2. Augustine Fou- 2 -
Executive Summary
âą YouTube makes almost 4 times more revenue than hot cable
channels like AMC
âą YouTube makes almost 2 times more ad revenue than big cable
companies like ESPN
âą Facebook daily active users are like 7 Superbowls every day
âą CPM of facebook is also 56 times less expensive than Superbowl
ad CPM
âą Netflix has more paid subscribers than HBO
âą Netflix streams 4+ billion hours of video each month, which is 87
minutes per user per day, on par with Disney
âą Netflix uses about 2x more downstream bandwidth than YouTube
âą Burberryâs Facebook audience is 7 times the size of the largest
fashion magazine
3. Augustine Fou- 3 -
YouTube makes 3.5 times more revenue than the very popular cable channel AMC
AMC TV
1.YouTube vs Cable TV
$5.6 Billion$1.6 Billion
Annual Revenues
3.5X
Source: BusinessInsider Dec 2013
4. Augustine Fou- 4 -
YouTube already makes more ad revenues than ESPN
2.YouTube vs ESPN
$5.6 Billion$3.5 Billion
Advertising Revenues
1.6X
ESPN $10B
$6.5
Subscr
$3.5
Adv
Source: BusinessInsider Dec 2013
5. Augustine Fou- 5 -
Facebook has seven times the daily audience every day compared to the superborl
3. Superbowl vs Facebook
Superbowl XLVII
728 DAILYActive Users108M viewers
7X
Source: GigaOm Oct 2013
Audience/Viewership
Source: ESPN Feb 4, 2013
6. Augustine Fou- 6 -
Superbowl CPM ($4 million per spot / 108 viewers) is 56 times more
expensive than Facebook CPM
4. Superbowl vs Facebook
Superbowl XLVII
728 DAILYActive Users108M viewers
Source: Facebook Ads Benchmark Report
CPM (cost per thousand impressions)
$4 million for 30 second spot
Source: AdAge Dec 13, 2013
$37 CPM
Q2, 2013
$0.66 CPM56X
7. Augustine Fou- 7 -
Netflix paid subscribers is now larger than HBO (29.9 million vs 28.7 million)
5. Netflix vs HBO
Paid Subscribers
29.9M 28.7M
8. Augustine Fou- 8 -
6. Netflix vs Disney
Minutes Streamed per User
87 minsper day
80+ minsper day
Source: BTIG Research, April 11, 2013
same
Netflix streamed 87 minutes per user per day, which is on par with Disney
Channel
9. Augustine Fou- 9 -
Netflix uses 2 times more downstream bandwidth/traffic than YouTube
7. Netflix vs YouTube
Downstream Traffic
33% 14.8%2X
BitTorrent (5.9%)
Appleâs iTunes (3.9%)
Amazon Video (1.8%)
Facebook (1.5%),
Source: Sandvine Global Internet Phenomena Report 2H 2013
10. Augustine Fou- 10 -
8. Burberry vs Glamour
16M 2.3M7X
Source: Audited Media August 6, 2013
Burberryâs own facebook audience is 7 times larger than the largest
consumer fashion magazine Glamour (16 million vs 2.3 million)
Facebook Followers vs Magazine Circulation
11. Augustine Fou- 11 -
9. Facebook vs Network TV
Population Reach per Total Day
12. Augustine Fou- 12 -
10. TV Ads vs Video Ads
âą For every 30 minute episode, there are
about 9 mins of ads (or 10 â 12 ads ) â
used How I Met Your Mother as proxy
âą For every 60 minute episode, there are
about 19 mins of ads (or 20 â 24 ads ) â
used 24 as proxy
During the month (May 2013), video ads
accounted for 27.9% of all online videos
viewed (up from 25.5% in April), and 2.6%
of all minutes spent viewing online
video (up from 2.3%).
TV is one
quarter ads
Online
video is
2.6% ads
13. Augustine Fou- 13 -
Dr. Augustine Fou â Digital Consigliere
âI track trends and help clients across
many industries innovate and stay on
trend and ahead of disruptions.â
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
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