Отчет Adobe о глобальных трендах в аудиовизуальных медиа за 1 квартал 2015 года.

1. Q1 2015 Digital Video Report
Adobe Digital Index

2. Table of contents
Driven by an increase in the number of connected TV devices (Roku, Apple TV, X-Box One, and Smart TV's) given as gifts during the 2014
holiday season, the first quarter of 2015 continued the record breaking trend of viewers watching video content on devices plugged in to the
Internet. Video viewing behaviors shifted in year-over-year (YoY) terms and varied depending on the type of content being viewed; which
ranged from free video clips supported primarily by advertising (Online Video) to premium shows accessed through an authenticated app-
based or TV subscription service (TV Everywhere). This report covers both the established and the evolving trends within the digital video
viewing space. It aims to provide insightful viewpoints for content providers, consumers, and advertisers.
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Online Video
3 Key Insights
4 Online video viewing frequency
5 Device type share of online video starts
6 Device specific share of online video starts
7 Apple share of online video starts
8 Media and entertainment site video viewing
9 Online video ad viewing ratio growth
TV Everywhere
10 Authenticated video growth by share of access type
11 Active monthly TV Eveywhere share of Pay-TV viewers
12 TV Everywhere share of authentications by access type
13 TV Everywhere share of authentications by device type
14 TV Everywhere daily viewing behaviors
15 Video viewing frequency growth by access type
Appendix
16 Methodology
17 Glossary
18 Tables

3. Key insights
Online Video
• Apple extends its dominance in mobile video viewing accounting for 4 out of 5 mobile online video starts - Fueled by
the larger screen iPhone 6 and 6+, the share of video starts on an iPhone went up YoY; iPad share of starts was essentially
unchanged during the same period
• The tablet develops its niche as the leisure device - Video viewing frequencies on tablets are just as high as those on
desktops, supporting the notion that the primary use-case for the tablet is leisurely activities like video viewing and web
browsing
• Ad viewing ratio increases on mobile devices - With viewing behaviors becoming more mobile, advertisers see an
increase in the ratio of ad starts-to-video starts
TV Everywhere
• TV Everywhere viewing continues its climb higher - In a quarter that was not highlighted by a unique landmark
sporting event, the number of TV Everywhere authenticated video starts continued to grow at impressive triple digit YoY
figures
• Apple TV helps bring digital video back into the living room - 1 in 4 authenticated streams now originates from a
connected TV device; up from 1 in 20 a year ago
• Consumers redefine "Primetime" - Wednesday has the highest share of TV Everywhere viewing while Friday accounted
for the highest rate of binge viewing
3ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report

4. ONLINE VIDEO
Online video viewing frequency
Larger screens are helping to close the gap in video viewing
frequencybetween mobile devices and desktops.
Findings:
• The number of online videos viewed per visitor on smartphone
devices was up 22% YoY
• Tablet views per visitor are now just as frequent as desktop views
per visitor
• Desktop viewing frequencies of long form content (content on
broadcaster sites) are almost 2x that of tablets; 4x smartphones
4
Insight:
As devices become increasingly specialized, it appears as if a major
use-case for the tablet is leisure derived activities like video viewing. As
we can see in the data the viewing frequency of long form content on
desktop devices still eclipses tablet viewing frequencies. Producers
have an opportunity to create specialized tablet centric content to
entice viewers to remain engaged and increase viewing frequencies on
tablet devices.
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report

5. ONLINE VIDEO
Device type share of online video starts
Strong connection speeds, larger screen devices, and an abundance
of content continues to drive share growth of online video starts for
mobile devices.
Findings:
• Overall growth of mobile share of online video starts is up nearly
7 percentage points YoY to 29%; 24% share growth
• Smartphone share of video starts is up 38% YoY
• The share of mobile online video starts for longer form content
(via broadcaster sites) is almost 30% less than the mobile share
on the average site
5
Insight:
Mobile is now a relevant part of online video, accounting for almost 1
in 3 video starts. Advertisers must diversify their strategies and have a
mobile video ad buying solution to make sure their ads are targeted
differently to a desktop based audience and a mobile audience and to
ensure that the ad is supported in a mobile setting.
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report

6. ONLINE VIDEO
Device specific share of online video starts
Online video viewing on mobile devices is being dominated by
Apple. The introduction of the iPhone 6 and 6+ has only escalated
the growth that Apple has seen within online video viewing.
6
Findings:
• iPhone share of online video starts has a commanding lead over
other smartphones with over two thirds of smartphone online video
starts
• The iPad has an even larger piece of the tablet video viewing pie with
more than four fifths of online video starts
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report

7. 7
ONLINE VIDEO
Apple share of online video starts
In taking a step back and assessing the entire online video (unauthenticated)
landscape, including desktop, Apple devices have a large share video viewing.
Apple has been instrumental in the growth of digital video and continues to
shape how consumers are viewing with their devices.
Findings:
• Nearly 1 in 4 online video views come from an Apple
device
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report

8. ONLINE VIDEO
Broadcast site video viewing
Viewing behaviors of video on broadcast sites provide a good
window into the viewing behaviors surrounding longer form
content, as this is typically what viewers view on broadcast sites
8
Findings:
• In Q1 2015 the average monthly viewing time of content on a per
visitor basis was almost 8 min
• The time per visitor viewing this content has increased 7% YoY
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Insight:
Coupled with the increase in viewing frequency, the increase in
viewing time is evidence of an industry that is not slowing down. The
amount of time consumers spend in front of a screen, large or small, is
destined to grow. With all of that attention being paid to such a small
area, the competition for better content will only grow. This is an
opportunity for media companies, who generally have good content,
to reach an ever increasing audience and drive more alternative forms
of revenue.

9. ONLINE VIDEO
Online video ad viewing ratio growth
9ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
The ratio of ad starts to video starts is highest on tablets and
smartphones.
Findings:
• Programmatic video ad buying is increasing the number of ads
viewers watch especially in the mobile space
• Tablet and smartphone ad start ratios are greater than desktop ad
start ratios

10. TV EVERYWHERE
Authenticated video growth by share of access type
TV Everywhere authenticated video starts see a continuation in
growth; even during a period without unique landmark sporting
events like the Olympics and World Cup.
10
Findings:
• Authenticated video starts grew almost 300% over the past
year
• Connected TV devices are a major driver of growth for the TV
Everywhere market
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Insight:
It has been known that live sports programming is often the initial
hook to drive consumers to take the time to set up TV-E accounts.
Our past insights have clearly shown that after the event where the
account is established, most consumers continue to use the service.
Interestingly authenticated viewing growth is now being sustained
and continuing in the absence of a major sporting event. It appears
as if this technology has crossed the chasm and moved into the
"Early Majority" stage.

11. TV EVERYWHERE
Active monthly TV Everywhere share of Pay-TV subscribers
• As more options become available to viewers the penetration of
TV Everywhere into households continues to rise; active monthly
viewership was up 6% QoQ and up 40% YoY
11ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
For those who are paying for television, active viewership
growth remains strong.
Findings:
Insight:
Aided by the arms race of producers to provide apps for a growing
number of devices, consumers can enjoy easier access to their
premium content. TV Everywhere technology provides media
companies with a necessary platform to help unlock value through
added services, and provide an axillary channel with which to
further engage their clients. This data reveals the untapped
potential that has yet to be realized by the majority of pay-TV
subscribers.

12. TV EVERYWHERE
TV Everywhere share of authentications by access type
Connected TV devices have seen a huge growth in share of
authenticated starts over the last year and becoming the go-to
device for how consumers are watching TV Everywhere content
12
Findings:
• Devices like Apple TV, Roku, and Xbox are more frequently turned to
in order to stream authenticated content
• One in four authentications came from a connected device in Q1
2015; a 300% YoY share increase (50% QoQ)
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Insight:
Part of the impressive growth within the TV Everywhere space is
thanks to an increase in devices that are connected to the
television and solely designed to stream content. With the growth
in popularity of these connected devices, the authenticated video
market is poised to continue its growth

13. TV Everywhere viewing on an Apple device (iOS) has always been
popular, but it looks like Apple is increasing its dominance on a
new front.
Findings:
• The growth of connected TV devices is being driven by Apple TV,
doubling its share QoQ
• iPad authenticated viewing now accounts for 1 in 3 authenticated
video starts
• Google chrome users appear to be heavy consumers of TV
Everywhere content with half of all desktop views coming through
Chrome
13ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
TV EVERYWHERE
TV Everywhere share of authentications by device type

14. TV EVERYWHERE
TV Everywhere daily viewing behaviors
TV Everywhere viewing moves the heavily viewed “Thursday
Night Line-up” to Wednesday.
• The highest share of video authentications occur on Wednesdays,
followed up by the weekend
• The Friday night “TV Death Slot” is actually a popular time for binge
viewing
14ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Findings:
Insight:
Thought to be a simple model within linear TV, ad buying for the on-
demand viewer is much more complex. Advertisers are forced to
implement multiple campaigns across different periods of time for
differing genres of content. Then add differing types of viewing behavior
(like binge viewing) and it becomes even more complicated. However if
advertisers employ a programmatic strategy to their ad buying, they will
gain an advantage on the competition by creating campaigns that are
more efficient and productive.

15. TV EVERYWHERE
Video viewing frequency growth by access type
The large growth of connected device viewing is also occurring with
higher frequency. Connected device consumers are becoming deeply
engaged with content watching more than iOS and Android users.
15
Findings:
• The frequency of viewing on a connected device grew 33% YoY as
these devices continue to be an outlet for binge viewing
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report

16. METHODOLOGY
This report is based on consumer video viewing from 2014 and 2015. It consists of the aggregated
and anonymous data from sites gathered from Adobe Analytics and Adobe Primetime
• 201 billion total online video starts
• 2.85 billion TV Everywhere authentications
• 300+ different sites and apps acting as access points for TV Everywhere
16ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
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©2014 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Apple TV is a trademark of Apple, Inc. registered in the
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17. • Ad start ratio: Total ad starts per video start
• Online video start: Any browser-based, unauthenticated video start.
• Viewing frequency: Video start per unique viewer.
• Monthly video view time: Average time spent per month viewing video per person.
• Authenticated video: Video content that requires credentials from multichannel video
programming distributor (MVPD).
• Active monthly viewer: Viewer who authenticates at least once per month
• Monthly unique visitors: Total number of unique visitors per month.
• Access type
• Browser includes Chrome, IE, Firefox, and Safari on both computers and mobile
devices.
• iOS app is an app on any Apple mobile device.
• Android app is an app on any Android mobile device.
• Gaming console and OTT includes Xbox, PS4, Apple TV, Roku, and similar devices.
• TV Everywhere video viewing frequency −Authenticated video starts per monthly unique
visitor.
17ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
GLOSSARY

18. 18ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015
Avg. Time Per Visitor
Growth
100% 105% 101% 107% 107%
ADOBE DIGITAL INDEX
Tables
Growth in Average Monthly Online Video Viewing Time per Visitor (Broadcast Sites)
3/1/14 4/1/14 5/1/14 6/1/14 7/1/14 8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15
Smartphone 100% 99% 91% 90% 86% 93% 103% 101% 101% 108% 105% 96% 113%
Tablet 100% 108% 110% 111% 103% 113% 114% 113% 121% 117% 120% 111% 127%
Desktop 100% 104% 103% 87% 87% 94% 102% 96% 103% 104% 103% 97% 100%
Online Video As Start-to-Video Start Ratio Growth
4/1/14 5/1/14 6/1/14 7/1/14 8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15
iOS 55% 35% 34% 49% 75% 88% 67% 65% 95% 103% 150% 137% 183%
Browser 17% 14% 11% 15% 21% 29% 25% 26% 39% 41% 48% 40% 53%
Android 13% 9% 9% 13% 20% 27% 23% 42% 37% 38% 48% 51% 50%
Connected TV Device 15% 10% 10% 19% 19% 29% 29% 37% 34% 65% 64% 75% 95%
TV Everywhere Authenticated Video Viewing Growth by Access Type