eMarketer Webinar: The Evolving Online Video Landscape

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eMarketereMarketer
Unica OnDemand The Evolving Online Video Landscape: Trends & Insights  The Webinar will begin at  1:00 PM  EST You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select Use Telephone after joining the Webinar.  Dial-in phone:   916 – 233 – 3088   Access code:  523 – 429 – 565   Presented by: Paul Verna eMarketer Senior Analyst  Sponsored  by:
Welcome Webinar Attendees Your GoToWebinar Attendee Viewer  is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
J U L Y  2 0 1 0 The Evolving Online Video Landscape: Trends & Insights
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Overview ,[object Object],[object Object],[object Object],[object Object]
Online Video Audience Metrics 147.5 million people   in the US watch online video,  which translates to  2/3 of Internet users
Online Video Audience Metrics By 2014, this number will increase to   193.1 million,   or   77% of Internet users. 7% CAGR
Audience Demographics The largest clusters of viewers are  ages   18 to 44
Audience Demographics The largest clusters of viewers are  ages   18 to 44
Women outnumber men in the overall online  video audience, but men outnumber women among heavy  TV online viewers
Those under 25 are most inclined to watch ‘all’ or ‘most’ of their TV online
TV Online Increasing numbers of video viewers are   watching  full-length TV shows   online
Content Mix: Movies Online Downloading and streaming of   full-length movies  rose dramatically  in 2009
User-generated clips still lead the pack of online video types watched regularly by US viewers
Case Study: YouTube
YouTube  was the undisputed leader  by unique viewers,  with  over  100 million   in May 2010 Case Study: YouTube US Unique Viewers to Google Video Sites, May 2010 (millions)
Source: Nielsen Case Study: YouTube Top Online Video Properties by Videos Viewed, May 2010 (billions)
Source: comScore Case Study: YouTube Top Online Video Properties by Videos Viewed, May 2010 (billions)
Case Study: Netflix Case Study: YouTube ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Netflix Case Study: YouTube ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: YouTube “ With respect to how it’ll get monetized, our first priority  is on the advertising side.  We do expect over time to see micropayments and other forms of subscription models coming as well, but our initial focus is on advertising.” — Eric Schmidt, CEO, Google, in CNET Case Study: YouTube
Case Study: Netflix Case Study: Netflix
Case Study: Netflix Case Study: Netflix ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Netflix “ We focus on three categories: videogame consoles, Blu-ray and Internet TV, which is just emerging. We’ve been very happy with the early progress from Sony, VIZIO and others, but that category in the very long term is likely to be the leading category.” — Reed Hastings, CEO, Netflix,  Q2 2010 earnings call Case Study: Netflix
Technology Integration “ The recession has increased demand  for in-home entertainment, enhancing  the TV experience. This, combined with new flat-panel models that access content from the Internet, will further blur the lines between TV and the Internet.” — Ed Moran, director of insights and innovation, Deloitte Case Study: Netflix
Case Study: Netflix Case Study: Netflix ,[object Object],[object Object],[object Object],[object Object]
Case Study: Hulu Case Study: Hulu Plus
Case Study: Netflix Case Study: Hulu Plus ,[object Object],[object Object],[object Object],[object Object]
Case Study: Netflix Case Study: Hulu Plus ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Netflix Case Study: Hulu Plus ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Hulu Plus “ If your ambition is to bring  the world’s premium content  to users, and to do so in a way that produces fair returns to content owners—and it is our ambition—there isn’t one single bullet…you’re going to see a tremendous number of experiments.” — Jason Kilar, CEO, Hulu, in The New  York Times
The video content mix is shifting from ad-funded to paid and hybrid models
Case Study: Hulu Plus “ Our research suggests that viewers have a higher tolerance for advertising than they are currently receiving. There’s revenue being left on the table and media companies have not yet extracted full value out of the medium.” — Tania Yuki, director of online video and  cross-platform product, comScore
YouTube Promoted Videos ,[object Object],[object Object],[object Object],[object Object]
Case Study: Ooyala
Case Study: Ooyala ,[object Object],[object Object],[object Object],[object Object]
Case Study: Ooyala ,[object Object],[object Object],[object Object]
Case Study: Ooyala “ There are more and more opportunities to hit a consumer with advertising, but it’s not just about more advertising but better targeted ads.” — Bismarck Lepe, President of Products, Ooyala, in an interview with eMarketer
Case Study: Ooyala ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Ooyala ,[object Object],[object Object],[object Object],[object Object]
Case Study: Break Media Case Study: Break Media
Case Study: Break Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Break Media “ We’ve created a vertically integrated machine that’s  self-sufficient in the sense  that we can produce content, monetize it and distribute it….That’s really important,  and most important is to do it at the right price points.” — Keith Richman, CEO, Break Media,  in an interview with eMarketer Case Study: Break Media
Case Study: Break Media ,[object Object],[object Object],[object Object],[object Object]
Facebook is now a key player in online video, proving the importance of social venues in the content syndication loop
Technology Convergence:  From TV to the internet
Technology Convergence:  More users connecting TVs to the internet
Technology Convergence:  Sharp increases in streaming devices
The US  will see an explosion in TVs  and other devices with integrated web-video widgets
Technology Convergence Phase 1: Set-top boxes, game consoles
Technology Convergence Phase 2: Internet-connected TVs
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tips & Takeaways
J U L Y  2 0 1 0 eMarketer would like to thank DoubleClick for sponsoring today’s webinar.
There is an advertiser for every video
eMarketer Webinar: The Evolving Online Video Landscape
eMarketer Webinar: The Evolving Online Video Landscape
Thank you for tuning in to the eMarketer Webinar: The Evolving Online Video Landscape  Presented by: Paul Verna eMarketer Senior Analyst Questions & Answers Registrants will receive a copy of the slide deck and the playback link in a follow up email within 24 hours of this presentation.  Sponsored by:
eMarketer Online Video Coverage Learn more about the online video landscape with  eMarketer Total Access. Visit:  www.emarketer.com/products Call: 800-405-0844 Email:  [email_address] ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],All reports are available to  Total Access  clients.
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eMarketer Webinar: The Evolving Online Video Landscape

  • 1. Unica OnDemand The Evolving Online Video Landscape: Trends & Insights The Webinar will begin at 1:00 PM EST You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select Use Telephone after joining the Webinar. Dial-in phone: 916 – 233 – 3088 Access code: 523 – 429 – 565 Presented by: Paul Verna eMarketer Senior Analyst Sponsored by:
  • 2. Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
  • 3. J U L Y 2 0 1 0 The Evolving Online Video Landscape: Trends & Insights
  • 4.
  • 5.
  • 6. Online Video Audience Metrics 147.5 million people in the US watch online video, which translates to 2/3 of Internet users
  • 7. Online Video Audience Metrics By 2014, this number will increase to 193.1 million, or 77% of Internet users. 7% CAGR
  • 8. Audience Demographics The largest clusters of viewers are ages 18 to 44
  • 9. Audience Demographics The largest clusters of viewers are ages 18 to 44
  • 10. Women outnumber men in the overall online video audience, but men outnumber women among heavy TV online viewers
  • 11. Those under 25 are most inclined to watch ‘all’ or ‘most’ of their TV online
  • 12. TV Online Increasing numbers of video viewers are watching full-length TV shows online
  • 13. Content Mix: Movies Online Downloading and streaming of full-length movies rose dramatically in 2009
  • 14. User-generated clips still lead the pack of online video types watched regularly by US viewers
  • 16. YouTube was the undisputed leader by unique viewers, with over 100 million in May 2010 Case Study: YouTube US Unique Viewers to Google Video Sites, May 2010 (millions)
  • 17. Source: Nielsen Case Study: YouTube Top Online Video Properties by Videos Viewed, May 2010 (billions)
  • 18. Source: comScore Case Study: YouTube Top Online Video Properties by Videos Viewed, May 2010 (billions)
  • 19.
  • 20.
  • 21. Case Study: YouTube “ With respect to how it’ll get monetized, our first priority is on the advertising side. We do expect over time to see micropayments and other forms of subscription models coming as well, but our initial focus is on advertising.” — Eric Schmidt, CEO, Google, in CNET Case Study: YouTube
  • 22. Case Study: Netflix Case Study: Netflix
  • 23.
  • 24. Case Study: Netflix “ We focus on three categories: videogame consoles, Blu-ray and Internet TV, which is just emerging. We’ve been very happy with the early progress from Sony, VIZIO and others, but that category in the very long term is likely to be the leading category.” — Reed Hastings, CEO, Netflix, Q2 2010 earnings call Case Study: Netflix
  • 25. Technology Integration “ The recession has increased demand for in-home entertainment, enhancing the TV experience. This, combined with new flat-panel models that access content from the Internet, will further blur the lines between TV and the Internet.” — Ed Moran, director of insights and innovation, Deloitte Case Study: Netflix
  • 26.
  • 27. Case Study: Hulu Case Study: Hulu Plus
  • 28.
  • 29.
  • 30.
  • 31. Case Study: Hulu Plus “ If your ambition is to bring the world’s premium content to users, and to do so in a way that produces fair returns to content owners—and it is our ambition—there isn’t one single bullet…you’re going to see a tremendous number of experiments.” — Jason Kilar, CEO, Hulu, in The New York Times
  • 32. The video content mix is shifting from ad-funded to paid and hybrid models
  • 33. Case Study: Hulu Plus “ Our research suggests that viewers have a higher tolerance for advertising than they are currently receiving. There’s revenue being left on the table and media companies have not yet extracted full value out of the medium.” — Tania Yuki, director of online video and cross-platform product, comScore
  • 34.
  • 36.
  • 37.
  • 38. Case Study: Ooyala “ There are more and more opportunities to hit a consumer with advertising, but it’s not just about more advertising but better targeted ads.” — Bismarck Lepe, President of Products, Ooyala, in an interview with eMarketer
  • 39.
  • 40.
  • 41. Case Study: Break Media Case Study: Break Media
  • 42.
  • 43. Case Study: Break Media “ We’ve created a vertically integrated machine that’s self-sufficient in the sense that we can produce content, monetize it and distribute it….That’s really important, and most important is to do it at the right price points.” — Keith Richman, CEO, Break Media, in an interview with eMarketer Case Study: Break Media
  • 44.
  • 45. Facebook is now a key player in online video, proving the importance of social venues in the content syndication loop
  • 46. Technology Convergence: From TV to the internet
  • 47. Technology Convergence: More users connecting TVs to the internet
  • 48. Technology Convergence: Sharp increases in streaming devices
  • 49. The US will see an explosion in TVs and other devices with integrated web-video widgets
  • 50. Technology Convergence Phase 1: Set-top boxes, game consoles
  • 51. Technology Convergence Phase 2: Internet-connected TVs
  • 52.
  • 53. J U L Y 2 0 1 0 eMarketer would like to thank DoubleClick for sponsoring today’s webinar.
  • 54. There is an advertiser for every video
  • 57. Thank you for tuning in to the eMarketer Webinar: The Evolving Online Video Landscape Presented by: Paul Verna eMarketer Senior Analyst Questions & Answers Registrants will receive a copy of the slide deck and the playback link in a follow up email within 24 hours of this presentation. Sponsored by:
  • 58.

Hinweis der Redaktion

  1. This Webinar is brought to you by Citrix Online, makers of the GoToWebinar online event platform we’re using today. If you’re interested in hosting your own Webinars, please visit gotowebinar.com for a free trial of this software. In this session, your GoToWebinar attendee viewer is made of 2 parts, the viewer window where you’ll see the content presented, and the control panel where you can submit feedback during the presentation. We welcome you to submit questions and comments in the text question window on the right hand side of your screen.