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Video Beyond PC

Video Beyond PC

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Online video viewership in China is rapidly moving into the mobile space – and marketers need to start preparing. OMD Business Intelligence breaks down video viewing habits in China and marketers need to do to catch up.

Online video viewership in China is rapidly moving into the mobile space – and marketers need to start preparing. OMD Business Intelligence breaks down video viewing habits in China and marketers need to do to catch up.

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Video Beyond PC

  1. 1. Video Beyond PC: Opportunity in Mobile and Beyond 1
  2. 2. The moving image has changed 1892 1899 1927 1954 2010 2010 2005 2007
  3. 3. 72% of China’s netizensown a smartphoneAnd they spend 2.34 hours on their phone using the internet DataSource:IMMS2014ChinaNetizenInternetBehavior
  4. 4. 42% of China watch online videos every week DataSource:CNRS2013
  5. 5. In the past 3 years, Mobile Online TV coverage has almost tripled DataSource:iUserTracker,June,2014 2012 2013 2014 70 million 116 million 200 million
  6. 6. 15 mins 25 mins 46 mins Mobile Online TV viewers have caughtup daily time spent on video 41 mins 42 mins 46 mins 2012 2013 2014 DataSource:iUserTracker,June,2014 PC Mobile
  7. 7. 2012 2013 2014YTD Mobile WAP 65,396 184,683 198,331 Mobile APP 1,474,077 4,969,966 14,088,152 PC 28,409,611 27,736,602 28,301,310 95% 84% 66% 5% 15% 33% MONTHLY TRAFFIC TO ONLINE VIDEO SITES (PAGEVIEWS, MILLION) Mobile traffic to video sites has also grown significantly; meanwhile PC traffic has stagnated DataSource:iUserTracker,June,2014
  8. 8. Already, 31% of YouKu’smonthly audience comes from mobile. Not only that, the mobile OTV audience contribute to 54% of YouKu’spage views. Data Source: iUserTracker& mUserTracker, June, 2014
  9. 9. This trend is being reflected on other sites Top 10 Online Video Websites Video Site Total Monthly Users (mil) PC % APP % Page Views Total(mil) PC % APP % YOUKU 354 69% 31% 9,748 45% 54% IQIYI 345 77% 23% 5,990 52% 48% LETV 263 89% 11% 2,696 74% 25% TUDOU 176 89% 11% 1,844 76% 23% PPTV 162 73% 27% 2,505 80% 20% 56 157 98% 2% n/a FUNSHION 157 89% 11% n/a XULEI KANKAN 157 97% 3% 1,429 98% 2% PPS 141 54% 46% 3,039 12% 88% KU6 135 100% 0% n/a Data Source: iUserTracker& mUserTracker, June, 2014
  10. 10. Growth has accelerated amongst older, higher income audiences Under 24 57 84 25-30 46 67 31-35 26 41 36-40 19 32 Above 40 13 24 NoIncome 18 28 Below RMB1,000 7 10 RMB 1,000-2,000 16 20 RMB 2,000-3000 33 47 RMB 3,000-5,000 41 62 Male 94 146 Female 67 101 Dec 2013 June 2014 +55% +51% +47% +46% +58% +68% +85% +56% +47% +46% +58% +68% Data Source: mUserTracker, June, 2014 Mobile Online TV Monthly Population (Million)
  11. 11. Mobile OTV viewers skew higher income 13% 12% 21% 23% 16% 15% 11% 4% 8% 19% 25% 32% NO INCOME BELOW RMB1,000 RMB 1,000-2,000 RMB 2,000-3000 RMB 3,000-5,000 ABOVE RMB 5,000 MONTHLY PERSONAL INCOME OTV MONTHLY COVERAGE % BY PC & MOBILE OTV-PCMonthly Coverage% OTV-MobileMonthly Coverage%
  12. 12. Yet, advertising still lags behind audience growth 91% 66% 98% 84% 100% 95% 9% 33% 2% 15% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2014 YTD Spends 2014 YTD Traffic 2013 Spends 2013 Traffic 2012 Spends 2012 Traffic ONLINE VIDEO SPENDS VS. TRAFFIC DataSource:iAdTracker,iUserTracker,June,2014
  13. 13. P&G UNILEVER MARUBI 37WAN LOREAL MARS CHINAMOBILE COLGATE UNI- PRESIDENT MENGNIU APP 11 4 67 0 2 3 1 2 0 3 PC 178 105 39 88 85 72 73 45 40 35 94% 97% 37% 100% 97% 96% 99% 96% 99% 93% 6% 3% 63% 0% 3% 4% 1% 4% 1% 7% TOP 10 ADVERTISERS' AD SPEND 2014 YTD (MILLION RMB; %) Lack of accountability hinders spendingfrom the big players DataSource:iAdTrackerJune,2014
  14. 14. THE FUTURE Mobile OTV ad spend will only start matching PC OTV spends when tracking becomes common place There is headway, tracking agencies have just launched SDK cookies and mobile OTV spends have risen in the past year.
  15. 15. THE FUTURE Video viewership will continue to fragment as more smart TVs enter the marketSmart TV penetration amongst higher income households will only grow and video viewership will follow—when the Chinese government provides more regulatory flexibility for Smart TV content.
  16. 16. THE FUTURE The challenge will be in measuring, planning and integrating across all online screensAs Online TV fragments across multiple screens the need for a single source of data for online video will be paramount for holistic planning.
  17. 17. ONE CONSUMER MULTIPLE SCREENS ONE MEASUREMENT
  18. 18. Summary •In the past 3 years, Mobile Online TV coverage has grown significantly. Mobile Online TV viewers now match PC viewers in terms of time spent. •Most of this growth has come from older, higher income earners, 32% of Mobile OTV viewers earn more than RMB 5,000 a month vs. 15% of PC online viewers. •Advertising lags behind the audience growth—share of spend is only at 9% vs. 33% of traffic. •Mobile OTV ad spend will only start matching PC OTV spends when tracking becomes common place. •Video viewership will also continue to fragment as more smart TVs enter the market. The challenge for marketers and agencies will be in measuring, planning and integrating video across all online screens.
  19. 19. Thank YouClick for more detailsClick ZMadison BoomFor any enquiries contactBhasker Jaiswal, Managing Partner -Business IntelligenceBhasker.Jaiswal@omd.com 1 9

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