August 2007
Online Video: Making Content Pay Paul Verna, Senior Analyst pverna@emarketer.com
Executive Summary: Online video has reached mass-market status in the US media landscape. Television networks, film studios, independent content owners, Web portals, social media sites, technology providers, online stores, brand marketers and consumers are shaping this Internet video revolution. They are forging new paradigms in how digital content is created, distributed, consumed and monetized. 086222
US Online Video Viewers As a Percent of Internet Users, 2006-2011 2006 2007 2008 2009 2010 2011
62.8% 72.0% 80.0% 84.2% 85.4% 86.6%
Note: ages 3+; online video viewer defined as an individual who downloads or streams video (content or advertising) at least once a month Source: eMarketer, August 2007 086222
The business models and delivery platforms for online video are in flux, creating a mixture of uncertainty and opportunity among media professionals.
www.eMarketer.com
Some fear that the widespread availability of video content on the Internet threatens the traditional TV and film industries. Others see the potential to increase revenues through a variety of business models, including ad-supported streaming, pay-toown downloads, subscription services and online rentals. By 2011, 86.6% of the US Internet population will view online video, up from 62.8% in 2006. This translates to 183 million viewers in 2011, up from 114 million in 2006. eMarketer also expects that spending on online video advertising will increase dramatically in the United States, reaching $4.3 billion in 2011, up from $410 million in 2006. Issues & Questions ■ What is the size and projected growth of the online video audience? ■ What are the leading types of online video content? ■ Which business models will prevail for video on the Internet? ■ How does the widespread availability of video on the Web
affect TV viewing? ■ What are the top video content Internet sites? ■ Which devices do consumers prefer for viewing video
content streamed or acquired online?
The First Place to Look
Copyright ©2007 eMarketer, Inc. All rights reserved.
The eMarketer View Key eMarketer Numbers — Online Video 183.0 million
US online video viewers in 2011, up from 114.3 million in 2006
86.6%
US online video viewers as a percent of Internet users, up from 62.8% in 2006
$2.6 billion
US online TV download spending* in 2011, up from $432.0 million in 2006**
$846 million
US digital movie download spending*** in 2011, up from $35.0 million in 2006
$4.3 billion
US online video advertising spending in 2011, up from $410.0 million in 2006
165.0 million
Number of US online video viewers who view online video advertisements in 2011, up from 88.0 million in 2006
Note: *includes both online and mobile TV content from broadcast, cable and satellite TV companies; **based on Veronis Suhler data; ***includes non-adult content of full-length feature films that are bought or rented online Source: eMarketer, August 2007 086314
Online video has rapidly entered the mainstream of US media consumption. No longer an unknown quantity or a sidekick to television, this medium is a formidable force that commands an audience expected to reach 183 million people by 2011 in the US alone. Download revenues from movies and TV shows—combined with mobile video delivery revenues—will reach $3.5 billion by 2011, up from $467 million in 2006. Online video advertising will surpass $1 billion by next year and reach $4.3 billion by 2011. As this business grows, TV viewing will not decline. Initial evidence indicates that that online video is incremental to TV, and not detrimental. In fact, the programming choices available to US consumers will straddle delivery platforms, moving fluidly across old media like TV to personal computers and mobile handsets. Eventually, these devices will converge in some form of the longpromised “digital home.” But in the foreseeable future, consumers will use currently available technologies to enjoy all manner of video content, from Hollywood blockbusters to homespun videos.
News is the leading type of video content online, followed by movie/TV trailers, music videos, usergenerated content and jokes/bloopers. These content formats make up a combined 55% of the US content mix. They play to the strengths of the Internet as a distribution platform and of the PC as a viewing device—short-form and not dependent on the picture quality that consumers seek from their living room plasma screens. By contrast, full-length movies make up a comparatively small 3% of the pie. This is likely to rise as download and rental models gain marketplace acceptance, and as consumer electronics manufacturers improve devices that integrate the home computer and TV.
Online Video
The business models for online video will reflect those of the broadcast and cable TV universe. Shortform content that lends itself to on-demand viewing—news, weather, sports highlights—will be mainly supported by adrevenue models. Premium content like feature films and hit TV shows will be sold mostly through paid download, subscription and rental services. eMarketer projects that US online TV revenues will rise to $2.6 billion in 2011, up from $432 million in 2006. Movie downloads will grow to $846 million in 2011, up from $35 million in 2006. Online video ad spending will top $4.3 billion in 2011, up from $410 million in 2006.
The relationship between content and advertising is critical to the health of the industry. eMarketer projects that 165 million US Internet users will have seen online video advertisements by 2011. This number will represent 90% of online video viewership in the US at that point. Comparatively, in 2006, 88 million people—or 77% of US online video viewers— experienced Internet video ads. Consider an example of how content owners, marketers and Web publishers can work together to reach this massive audience with a compelling mix of made-for-the-Web content and advertising. Sony Pictures Television recently launched a service called the Minisode network. Programs from the company’s vast archive of TV classics—including Charlie’s Angels, Fantasy Island and Who’s the Boss?—will be repurposed as four-to-six-minute clips and “syndicated” to sites such as MySpace. Honda will be the sole sponsor of the Minisode project. In keeping with the “mini” motif, the Japanese automaker will use the platform to run eight-second pre-roll ads promoting its diminutive Fit car.
Online video viewing complements, rather than erodes, TV viewing. A study commissioned by the Cable & Telecommunications Association for Marketing (CTAM) and conducted by Nielsen Entertainment and NielsenConnect concluded that home TV ratings “are minimally, if at all, affected by broadband video viewing over the Internet, because broadband viewing was found largely to be incremental new viewing rather than a substitute for traditional television viewing.” With more and more content flowing from TV to the Web, and sometimes vice versa, viewers are not shifting en masse from one medium to the other. Instead they are using the Internet to supplement their TV experience. For example, 78% of the 6.9 million users of NBC Rewind, the broadcast network’s ad-supported online streaming video player, used the service late last year to watch shows they missed on the original broadcast dates.
2
The eMarketer View
In that type of scenario, everybody wins. Consumers get to watch the show for free at their leisure. NBC retains millions of viewers who would have otherwise moved on. Marketers that advertised on the original program still get to reach their target audience, since NBC Rewind does not offer users TiVo-like adskipping capabilities. Other Web sites and download and streaming services offer similar capabilities as NBC Rewind. Episodes of Fox’s 24 are viewable on MySpace a day after airing on broadcast TV. SlingBox jockeys use their laptops to watch what is on at home, unbound by geography and often untethered by wires. MediaPCs and AppleTV throw hard-drive content into the living room. Also, Amazon Unbox, CinemaNow and Netflix Instant Viewing do the same thing for PCs, letting movie fans get their fix when they cannot get to a theater. These are all ways in which the old and new media worlds are converging to deliver a richer experience for consumers and a better value for content owners,Web publishers and brand marketers.
As video content proliferates online, social media sites, TV networks, Internet portals and online stores are fighting for their share of the pie. So far, Google’s YouTube commands a sizable lead over other online video Internet destinations, including social networking leader MySpace, network sites and portals such as AOL, MSN and Yahoo! Video. Among paid video sites, Apple’s iTunes is the clear winner, with a 90% market share, according to NPD Group. Clearly, Apple has succeeded in translating its brand equity and leadership in the digital music industry into a position of uncontested strength in the parallel video space.
Age-wise, viewers in the 28-to-34 age demographic are more apt than their older counterparts to engage in “active” online video pursuits like creating and posting content. However, the median age of online video viewers is between 39 and 40, according to the Online Publishers Association, OTX and BIGresearch.
Researchers differ on whether the TV or the personal computer is the preferred viewing platform for online video. An ABI Research report indicated a predilection for the PC. By contrast, Ipsos Insight found that most prefer the TV as their primary device for streaming and downloading video content. What does this say about the state of online video? Mainly that consumers’ hardware choices are in flux and that the elusive digital home has yet to emerge in a compelling way. Given how quickly the consumer electronics industry can produce seismic changes—the DVD and the iPod are examples—it will be interesting to see how video viewing devices evolve over the next few years. For now, people seem to be content using both their computers and their TV sets to access video content.
Online video has a positive effect on consumers’ purchasing decisions. Along with their greater level of engagement in content and advertising—the so-called leanforward mode of the Internet as opposed to the lean-back style of couch-potato TV viewing—Internet video watchers tend to be active buyers who act on advertising and content they experience online. Streamers and downloaders of TV network online video are likelier than other Internet users to buy products that were advertised on the content they watched on the Web. Even with high-ticket items such as automobiles, US Internet users were likelier to consider a purchase after viewing an online automotive video.
The audience for online video is vast, varied and voracious. By 2011, 183 million people in the US alone will be watching Internet video, up from 114 million in 2006. Though hardly a homogenous group by any barometer, this audience does fall into certain demographic patterns. In terms of the gender mix, male online video viewers slightly outnumber female online video viewers in the US, approximately 53% to 47%, according to eMarketer estimates supported by Pew, Ipsos and Burst Media. However, this gender gap is expected to close by 2010, and the following year women Internet video users will outpace men.
Online Video
3
Online Video Content Types The online content mix reflects the diversity of the programming choices available on TV. But online, the content is skewed toward short-form content that can withstand being viewed on desktop and laptop screens as opposed to living room TV sets. News is the leading type of video content viewed online, with a nearly 14% share of the total, according to eMarketer estimates. Movie and TV trailers are a close second, at 12%, followed by music videos, at about 11%. The lowest-ranked categories on this list are either niche genres (i.e., cartoons and business/financial) or content types with long duration times and for which picture quality is a consideration (i.e., full-length movies and, to a lesser extent, TV shows). Types of Content Downloaded and/or Streamed by US Online Video Viewers, 2006 (% of total)
eMarketer’s estimates are supported by a wealth of recent data. Online audio and video site traffic from news sites rose 196% from April 2006 to March 2007, according to Hitwise’s “US News and Media Report.” News stories like the death of Australian naturalist Steve Irwin and the execution of former Iraqi president Saddam Hussein prompted viewers to seek graphic video unavailable through mainstream outlets. Announcements of those two deaths doubled the amount of traffic going from news and media Web sites to audio and video sites, according to Hitwise. “Search engines were more likely to be the first step for Internet users in their search for information about breaking events, and search engine results from news video services, video sites like YouTube and blogs were more likely to contain the information they sought, thus hastening the growth of non-traditional news sources,” said LeeAnn Prescott, research director at Hitwise at the time.
News/current events 13.7% Movie/TV trailers 12.0% Music videos 10.9% User-generated videos 9.4% Jokes/bloopers 9.3% Weather information 8.0% Entertainment news/movies reviews 7.3% TV shows (full episodes or excerpts) 6.5% Sports clips/highlights 6.4% Other 5.1% Cartoons 4.3% Business/financial news 4.0% Full-length movies 3.2% Note: ages 3+; online video viewer defined as an individual who downloads or streams video (content or advertising) at least once a month; numbers may not add up to 100% due to rounding Source: eMarketer, August 2007 086218
www.eMarketer.com
086218
Online Video
4
Online Video Content Types
A July 25, 2007, report from the Pew Internet & American Life project titled “Online Video” claimed that 37% of the 1,492 adult respondents had viewed online news clips at some point, and 10% had viewed news as recently as “yesterday.” Types of Online Video that US Internet Users Have Recently or Ever Viewed, February-March 2007 (% of respondents)
The Online Publishers Association (OPA) and OTX, in a June 6, 2007, report called “Frames of Reference: Online Video Advertising, Content and Consumer Behavior,” had similar findings. That report found that news and current event clips were viewed at least once a week by 45% of the 1,422 respondents. Like the Pew study, the OPA and OTX ranked jokes (or comedy) as the second leading category.
News
Types of Online Video that US Online Video Viewers Watch Once a Week or More, April-May 2007 (% of respondents)
10% 37% Comedy
News/current events
7% 31%
45%
Jokes/funny clips
Music
39%
Movie clips/trailers
32%
4% 22% Educational 3% 22%
Weather information
31%
Entertainment news
31%
TV shows/segments
31%
Music videos
Animation
27%
Sports highlights
23%
3% Business/financial news
19% How-to videos
Movies or TV 3%
15%
Full-length movies 16%
Travel
Political
17%
14%
12%
Note: n=1,422 Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior," June 6, 2007
2% 15% Sports
085112
3%
085112
14%
www.eMarketer.com
Another large-scale study by Frank Magid & Associates, also from June 2007, ranked content categories by the percentage of respondents who claimed to view them regularly. Again, news came in first, followed by a tie for second place between jokes/bloopers, movie previews and weather.
Commercials 2% 13% Adult 1% 6% Other 2% 6% Total 19% 57% Yesterday
Ever
Note: n=1,492 ages 18+; includes streaming and downloading Source: Pew Internet & American Life Project, "Online Video," July 25, 2007 085927
www.eMarketer.com
085927
Online Video
5
Online Video Content Types
Types of Online Video Content that US Internet Users Watch Regularly, March 2007 (% of respondents) News stories 35% Jokes and bloopers 31%
Other research studies produced similar results, allowing for differences in the way some of the content genres were defined, as well as variance in the categories measured. For instance, a March 2007 Ipsos Insight study ranked news as the top category viewed in the past 30 days, but movie/TV trailers as the leading content type viewed “ever.�
Movie previews 31%
Types of Video Streamed by US Online Video Streamers, January 2007 (% of respondents)
31%
Movie/TV trailers, previews or clips
Weather
48%
Music videos
77%
29% Videos shot and uploaded by consumers to sites like YouTube
News, commentary or sports clips 51%
27%
75% Clips of TV shows Amateur or homemade video clips
23%
46% Sports content
67% 18% Music videos
Video game content
33% 18%
63%
Video content produced exclusively for Web sites
Commercials/advertisements (clicked to view)
16%
27% 48%
TV shows 15%
Full-length TV shows 14%
Video content from TV shows hosted on TV shows' official Web sites
26%
15% Concerts Adult entertainment
6% 14%
15%
TV previews
Full-length movies 14%
6% 15%
Cartoons 13%
Other video clips or video podcasts 40%
Short films
62%
11% Official TV shows uploaded by consumers to sites like YouTube 10%
Past 30 days
Total (ever)
Note: n=975 ages 12+ Source: Ipsos Insight, "MOTION Winter Wave" as cited in press release, April 2, 2007
Business or work-related content 9%
082514
Full-length movies
www.eMarketer.com
082514
6% Other 2% None 11% Note: n=1,558 respondents who ever watch online video content Source: Frank N. Magid Associates, "Magid Media Futures Practice," June 2007 085502 085502
Online Video
www.eMarketer.com
6
Online Video Content Types
An earlier study by Piper Jaffray & Co. broke down online video viewership by gender. It found that news was the leading content category among both men and women, with a relatively even gender mix, but that other categories showed strong gender biases. For example, women ranked movie previews as their secondmost-watched category, almost even with news. The second favorite type for men was amateur videos. Types of Online Video Watched by US Online Video Viewers, by Gender, 2006 (% of respondents in each group) News
Overall, the political category registered low in the rankings of the few research companies that tracked it. However, a Burst Media study from April 2007 found that more than 50% of respondents among a pool of 2,164 US adult Internet users plan to watch videos of presidential candidates discussing their positions on election issues. This finding is consistent with the impact of other new-media channels on political events, like the so-called “YouTube moments” that have already doomed some candidates’ campaigns and may very well affect others before primary season kicks into full swing.
52.3% 48.9% Amateur videos 44.0% 30.4%
US Adult Internet Users Who Would Watch a Video Clip* on a Presidential Candidate's Web Site, by Gender, March 2007 (% of respondents in each group) Male
Music videos
Female 38.5% 38.0%
Movie previews 35.8% 47.8% Television shows
Total
50.1% 43.9% 50.7%
Note: n=2,164 who will definitely or probably vote in the 2008 presidential election; *featuring the candidate discussing his or her positions on election issues Source: Burst Media, "Online Insights," April 2007 082900
www.eMarketer.com
082900
32.1% 19.6% Sports highlights 30.3% 12.0% Live sporting events 12.8% 2.2% Full-length movies 11.9% 3.3% Other 10.1% 7.6% Male
Female
Note: n=101 (male), n=92 (female) adults Source: Piper Jaffray & Co., "2006 Online Media Survey," February 2007 081368
www.eMarketer.com
081368
Online Video
7
Business Models As online video settles into the mainstream as a content platform, the business models that support the content reflect those of the broadcast and cable TV universe: advertising support for the bulk of everyday content (i.e., news, weather, sports) and a combination of paid downloads, subscriptions or rental models for premium content (i.e., movies and hit TV shows). In a report titled “Paid Video Downloads Give Way to Ad Models,” Forrester Research advances the view that “the paid download market … is ultimately a dead end” and that TV and cable networks “will shift the bulk of paid downloading to ad-supported streams where they have control of ads and effective audience measurement.” The Forrester report also notes that movie studios “will put their weight behind subscription models that imitate premium cable channel services.” While eMarketer subscribes to the notion that ad-revenue models will increasingly take hold across a broad range of content types, data from other leading research firms contradict Forrester’s pronouncement of the impending death of the download model. A Parks Associates report, “Internet Video: Direct-to-Consumer Services,” estimates that annual US revenues from Internet video services will exceed $7 billion by 2010. That figure includes usergenerated content, TV shows and full-length movies.
“A wide range of business models are coming to market in the hopes of tapping into the growing demand for video. We are in a ‘Wild West’ phase of experimentation on all fronts—content generation, licensing, search and monetization.” —Michael Boland, Senior Analyst, The Kelsey Group The Parks report also notes that the growth in download models will accompany an ongoing shift toward greater parity between the Internet video revenue sources. In 2007, approximately 85% of the revenues will derive from advertisements attached to user-generated content and TV and news streams. But by 2010, Parks estimates that fees for renting and downloading TV shows and movies will account for nearly 40% of total revenues.
Online Video
“Major broadcasters, movie studios, retailers and content aggregators are all experimenting with new ways to distribute video content online and attach advertising to their offerings,” Kurt Scherf, Parks vice president and principal analyst, said in the report. “The early results have been quite promising.” Lending further credence to the belief that paid downloads will grow into a multibillion-dollar business in the remainder of this decade, Veronis Suhler Stevenson expects US online and mobile TV content spending to reach $2.6 billion in 2011, growing from $432 million in 2006. US Online and Mobile TV Content Spending, 2006-2011 (millions) 2006 2007
$432 $774
2008
$1,170
2009
$1,691
2010
$2,191
2011
$2,629
Note: includes both online and mobile TV content from broadcast, cable and satellite TV companies Source: Veronis Suhler, September 2006; eMarketer calculations, August 2007 086271
www.eMarketer.com
086271
The Veronis Suhler estimates correlate with a study by Informa Telecoms & Media that forecasts US online TV and video revenues of $2 billion in 2009 and $3.9 billion in 2011. The Informa study also included forecasts for the United Kingdom, Japan, Germany and France—all of which show growth patterns even more pronounced than that of the US. Top Five Countries Worldwide, Ranked by Online TV and Video Revenues, 2006, 2009 & 2012 (millions) 2006
2009
2012
1. US
$538
$2,010
$3,941
2. UK
$42
$364
$708
3. Japan
$24
$155
$510
4. Germany
$9
$77
$254
5. France
$10
$68
$238
Source: Informa Telecoms & Media, "Online TV and Video: Beyond User-Generated Content" as cited in press release, January 29, 2007 080477
www.eMarketer.com
080477
Informa noted that legitimate online TV and video services will generate worldwide revenues of $6.3 billion in 2012, almost 10 times the company’s 2006 figure.
8
Business Models
Taking a similar global view and arriving at comparable numbers, Strategy Analytics estimates that by 2010 global revenues from online video sales, rentals and subscriptions will reach $5.9 billion and account for 8% of total home video industry sales. Another study by Veronis Suhler, PQ Media, iTunes and LexisNexis estimates that US spending on downloads of TV shows will sustain double-digit growth well into the next decade, rising to $938 million in 2010—a more-than-tenfold increase from $82 million in 2006. US Spending on Internet Downloads of TV Programs, 2005-2010 (millions and % increase vs. prior year) 2005
$14
$235 (187.1%)
2008
$25.71
2007
$60.00 (133.4%)
Source: AccuStream iMedia Research, "Streaming Subscription and Download Media 2003-2008" as cited in press release; eMarketer calculations, July 10, 2007 www.eMarketer.com
2005
$700 (52.7%)
2010
$938 (34.1%)
Note: includes broadcast and cable TV shows, and exludes music videos Source: Veronis Suhler Stevenson, PQ Media, iTunes and LexisNexis, September 2006 078104
www.eMarketer.com
078104
Movie downloads are also expected to grow significantly, although the dollar volumes in that industry will be lower than across the spectrum of online TV. eMarketer estimates that US spending on feature films downloaded or rented online will total $846 million in 2011, up from $35 million in 2006.
9.5
59.4
Revenues
$37.3
$534.0
Note: includes non-adult content of full-length feature films that are bought or rented online Source: Emerging Media Dynamics, "IP Media Monitor Quarterly Action Report - Movies-Over-The-Web: Hollywood's New Box Office" as cited in press release, October 2006 079458
A February 2007 Adams Media Research study that lumped movie and TV show downloads together came up with a forecast of $3.1 billion in spending in 2010. This figure squares with eMarketer’s estimate of $2.8 billion for 2010, based partly on Veronis Suhler data.
2006 2007
$114
2008
2009 2010
$245
2009 $447
2010 $651
2011
2011 $846
Note: includes non-adult content of full-length feature films that are bought or rented online Source: eMarketer, August 2007 086272
www.eMarketer.com
085610 079458
$35
2008
2010
Units sold
US Consumer Spending on Online Movie and TV Show Downloads, 2006-2011 (millions)
US Digital Movie Download Spending, 2006-2011 (millions)
2007
2006
US Digital Movie Downloads, Units Sold and Revenues, 2005 & 2010 (millions)
$458 (95.4%)
2009
2006
US Movie Download Revenues, 2006 & 2007 (millions and % increase vs. prior year)
085610
2006 $82 (483.3%) 2007
Other estimates of US movie download revenues include an AccuStream iMedia Research study that pegs the 2006 and 2007 figures at nearly $26 million and $60 million, respectively, and an Emerging Media Dynamics projection that forecasts revenues of $534 million in 2010, up from $37 million in 2005.
www.eMarketer.com
$111 $472 $1,200 $2,000 $3,100 $4,100
Source: Adams Media Research, "Video on the Internet: Ad-Supported Streaming and Download-to-Own" as cited by Metrics 2.0, February 21, 2007 081207
www.eMarketer.com
081207
086272
Online Video
9
Business Models
While many consumers may be prepared to pay for movie downloads, most would rather access this content for free and are willing to put up with some measure of advertising support. In a survey of US adult Internet users, Piper Jaffray found that 79% were unwilling to pay for TV shows or movies online. US Adult Internet Users Who Are Willing to Pay to Watch Their Favorite Video Content* Online, November 2006 (% of respondents)
Maybe willing to pay 19%
Similarly, in a Yankee Group survey of US Internet users, 44% of respondents preferred to watch movies for free with advertisements, while only 7% said they would pay to watch the video ad-free. Online Movie Service Preferences of US Consumers, 2006 (% of respondents) Watch video for free with advertisements
44%
Pay for video without advertisements
Willing to pay 2%
7%
Source: Yankee Group, "2006 U.S. Digital Home Entertainment Survey" as cited in "The Anywhere Consumer," November 2006 082200
www.eMarketer.com
082200
Not surprisingly, those who are willing (or resigned) to pay for online video content would prefer lower price points. Not willing to pay 79%
A fall 2006 study by the Diffusion Group that gauged interest in an iTunes movie download service found that 23% of respondents would be interested in a $10-per-movie price tag, while 14% were willing to go as high as $15 per download.
Note: *TV shows or movies Source: Piper Jaffray & Co., "2006 Piper Jaffray Online Media Survey," February 2007 082553
www.eMarketer.com
082553
An earlier study by the Associated Press and America Online with Ipsos Public Affairs noted that 71% of US online video viewers polled would rather watch online videos for free in exchange for pre-roll ads. Preference for Free Online Video with Ads vs. Paid Online Video without Ads among US Online Video Viewers, July-August 2006 (% of respondents)
US Broadband Households Who Would Be Interested in an iTunes Online Movie Download Service for Use on PCs or Portable Devices, by Price of Download, June 2006 (% of respondents) $10 per download
23%
$15 per download
14%
Source: The Diffusion Group (TDG), "On the Viability of an iTunes Movie Download Service" as cited in press release, September 5, 2006 080412
www.eMarketer.com
080412
Rather watch online videos for free but have to watch ads before the videos 71% Rather pay to watch online videos that do not include ads 23% Not sure 6% Note: n=1,347 ages 18+ who have ever watched or downloaded an online video clip Source: Associated Press (AP) and America Online (AOL) Video conducted by Ipsos Public Affairs as cited in press release, September 5, 2006 077484 077484
www.eMarketer.com
If consumers are willing to put up with ads around premium content such as movies and TV shows, they expect usergenerated content to be unencumbered by pre-rolls or other ads that could be considered intrusive. A December 2006 Wired magazine reader poll estimated that 63% of US Internet users would tolerate banner ads on YouTube, while only 14% would stomach a short pre-roll ad before each video clip. Type of YouTube Revenue Model that US Internet Users Would Tolerate, October 2006 (% of respondents) Banner ads on site
63%
Short "pre-roll" ads before a video If there were ads, I'd go elsewhere Long "post-roll" ads after a video Subscriptions
14%
10%
7%
6%
Note: n=514 Wired readers Source: Wired Magazine, December 2006 078914
www.eMarketer.com
078914
Online Video
10
How Advertising Supports Online Video Content
Business Models
As the various online video revenue models play out in the real world, content owners still need to grapple with the specter of digital piracy, which has wreaked havoc on the music business and threatens to have a similar impact on the TV and film industries.
“While video P2P downloading is less pervasive than for music, it is a crucial issue for the film industry to keep track of …. The amount of intellectual property stolen from mainstream movie studios, networks and record labels will continue to rise, unless strong and sustained action is taken to prevent piracy.” —Russ Crupnick, Vice President, NPD Group A study by the NPD Group estimated that US Internet households that used free peer-to-peer downloading services outnumber households that paid for online video by a factor of 4:1. US Internet Households that Downloaded a Free Peer-to-Peer (P2P) vs. Paid Online Video*, Q3 2006 (millions and % of total Internet households) Free P2P Paid
6.0 (8%) 1.2 (2%)
Note: *10MB+ Source: NPD Group, "VideoWatch Digital" as cited in press release, December 20, 2006 079602 079602
www.eMarketer.com
Web sites that have ventured into online video generally support their content with pre-roll, midroll and post-roll video ads; Flash banner ads; short sponsorship tags; static display ads; or any combination of the above. The most prevalent combination is a video clip preceded by a video pre-roll of anywhere from 10 to 30 seconds. In the news sector, cnn.com serves up its video with pre-roll and mid-roll ads from financial services companies like Charles Schwab and consumer electronics manufacturers like Panasonic. Fox News uses pre-rolls and banners from brands including American Express. ABC also features a combination of pre-rolls and display ads from Listerine and Procter & Gamble’s Prilosec OTC and Olay brands—as well as anti-drug PSAs. The CBS News site includes Delta Airlines pre-rolls and display ads, while nbc.com features video ads for American Express and P&G’s Pampers product. Network and cable TV news sites—which have the advantage of being able to repurpose their existing video properties—also promote “in-house” brands like msnvideo.com (affiliated with NBC) and CBS’s innertube@cbs.com. Major newspapers and wire services have also plunged into the online video space in direct competition with TV news sites, even though the print vehicles generally do not have existing content to leverage. The Wall Street Journal, LA Times, USA Today, Reuters and AP sites offer video content with pre-roll and/or display ads from such brands as Barclays, Royal Bank of Scotland, Swiffer.com, Hilton, Nationwide Insurance, BlackBerry, Paramount Pictures and Cirque du Soleil. The New York Times Web portal offers video content with virtually no ad support, other than small sponsorship tags from FedEx and eTrade alongside the site’s internal search engines. In the next leading online video content category—movie previews—ad support is virtually nonexistent, mainly because the previews themselves are essentially advertisements by the film studios, whose brands are always featured in the clips. For example, Apple and movies@aol.com, two of the leading previews sites, feature wide selections of upcoming film trailers with no additional ad support.
Online Video
11
How Advertising Supports Online Video Content
Music video sites like VH1.com, music.yahoo.com and music.aol.com feature youth-oriented packaged good brands like Pepsi and M&Ms, wireless products and services providers like TMobile and BlackBerry, auto brands like Nissan, anti-drug PSAs and ads from other companies like Progressive Insurance and classmates.com. Most of the ads are 15- or 30-second pre-rolls preceding the clips, and some are a combination of video ads and sponsorships tied to live video properties on the various sites. For example, Pepsi is a sponsor of Yahoo’s music section and BlackBerry is underwriting a John Mayer tour featured on VH1.com. Humor and user-generated content sites are much broader in both their video content offerings and the range of brands that support them. Collegehumor.com uses banner ads from the likes of Mikesology, Wahl and ask.com, as well as “in-house” brands like bustedtees.com. The Web site of the satirical newspaper The Onion features sponsorship ads, display ads and post-rolls from cable TV channels like the Sci-Fi Channel and TLC. And YouTube advertises against most of its user-generated clips with Flash animations and banner ads from a long list of brands including Jeep, Zafu Jeans, eBay, Windows Live Search, Nestle, Toyota, ABC.com, AT&T, eTrade, Kaneva and TigerDirect. By 2011, 165 million US Internet users will have seen online video advertisements, according to eMarketer projections. This number will total 90% of the online video viewership in the US at that point. Comparatively, in 2006, 88 million people—or 77% of US online video viewers—experienced Internet video ads. While some online video ads support non-video Web content— and, similarly, some online video content is supported by nonvideo ads—there is a strong correlation between video advertising and video content. Accordingly, as online video ad spending increases to $4.3 billion in the US by 2011, per eMarketer’s estimates, the bulk of that spending will flow toward sites that offer online video content.
Recent data from the OPA and OTX support eMarketer’s estimates. In a study of US online video viewers who have seen an online video ad in April and May 2007, 80% of respondents answered affirmatively. This works out to approximately 108.4 million people using eMarketer’s estimate of 135.5 million US online video viewers as a benchmark. US Online Video Viewers Who Have Seen an Online Video Advertisement, April-May 2007 (% of respondents)
Have not seen 20%
Have seen 80%
Note: n=1,422 Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior," June 6, 2007 084665
The Kelsey Group reported similar findings in a May 2007 study, with 59% of US Internet users having seen online video ads. Again using eMarketer estimates of the total US Internet population as a benchmark, the Kelsey figure works out to 111 million viewers. US Internet Users Who Have Watched an Online Video Advertisement, 2007 (% of respondents)
Don't know 14%
No 27%
US Online Video Viewers Who View Online Video Ads*, 2006-2011 (millions and % of total**) 2006 2007 2008 2009 2010 2011
Yes 59%
88 (77%) 110 (81%) 130 (84%) 145 (86%) 154 (88%) 165 (90%)
Note: ages 3+; online video viewer defined as an individual who downloads or streams video (content or advertising) at least once a month; *includes in-page and streaming video; **online video viewers Source: eMarketer, August 2007 086221
www.eMarketer.com
084665
Note: n=501 Source: The Kelsey Group, "Online Video: A New Local Advertising Paradigm" as cited by Marketing Charts, May 29, 2007 084363
www.eMarketer.com
084363
With such high percentages of Internet video viewers accustomed to experiencing ads, it is hardly surprising that consumers’ attitudes toward online video advertising generally reflect a begrudging acceptance.
www.eMarketer.com
086221
Online Video
12
How Advertising Supports Online Video Content
The OPA/OTX study cited above found that 54% of the respondents in a pool of 1,422 US online video viewers felt that ads were a fair way for Web sites to support professionally produced content. Also, 52% said they preferred watching ads in exchange for not paying for videos.
US Adult Internet Users Who Are Willing to Watch Advertising before a Free Online Video, 2006 (% of respondents)
Are willing 14%
On the other hand, 56% of respondents wanted the ads to be relevant to the content. This suggests that while viewers are OK with the notion of ad support, they expect some level of targeting with regard to the ads themselves. Attitudes* of US Online Video Viewers toward Online Video Advertisements, April-May 2007 (% of respondents) Prefer online video ads to be related to the content
Are willing if <30 seconds 13% Are willing if <15 seconds 12%
Maybe (ie depends on the video) 31%
Source: Piper Jaffray & Co., "Silk Road: Online Video Usage Increasing as TV Viewing Declines," January 2007 080006
56% Advertisements are a fair way for Web sites to provide free professionally produced videos 54% Prefer watching online ads in exchange for not paying to see favorite online videos 52% Online video ads are a convenient way to get information about products and services 44% Would watch an online video ad because it is just like watching ads on TV 32% Note: n=1,422; *top two box Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior," June 6, 2007 084670
Are not willing 30%
www.eMarketer.com
084670
A January 2007 Piper Jaffray study offered a different picture with regard to the advertising/content relationship. Asked whether they were willing to watch ads before online videos, 39% of the participants in the survey said “yes,” 31% “maybe” and 30% “no.” Those who said they were willing to endure ads did not express a clear preference for the duration of the spots, with 30- and 15-second ads getting an almost identical number of votes.
www.eMarketer.com
080006
By contrast, research from Podzinger indicates that although consumers will tolerate both online audio and video advertisements and have little problem if they are 10 to 15 seconds in length, longer ads—such as the standard 30-second TV commercial—are not as well received. In general, viewers of user-generated content have a low threshold for ad support, reasoning that if the videos are not professionally created they should not need to be supported by commercials. This finding is reflected in a January 2007 Harris Poll survey of adult YouTube watchers, 73% of whom said they would visit the site less if a short commercial accompanied every video clip. Only 21% of respondents said their frequency of YouTube visits would be unaffected by the presence of advertising alongside the videos. Considering these statistics, it is hardly surprising that YouTube currently favors a non-video ad model. Impact of Short Commercials before Every YouTube Video Clip according to US Adult Frequent* YouTube Watchers, December 2006 (% of respondents) Not sure 6% Would not change frequency of YouTube visits 21%
Would visit YouTube a lot less 31%
Would visit YouTube a little less 42%
Note: n=363 ages 18+; *more than once or a few times Source: Harris Poll as cited in press release, January 29, 2007 080542
www.eMarketer.com
080542
Online Video
13
How Advertising Supports Online Video Content
A Burst Media study of the impact of advertising on Web surfing found that high percentages of online video viewers—65% of males and almost 60% of females—believe that online video advertising disrupts their Internet experience. US Online Video Viewers Who Believe Online Video Advertising Disrupts Their Web Surfing Experience, by Gender, November 2006 (% of respondents in each group) Male
65.2%
Female
59.8%
Source: Burst Media, "Online Video Advertising," December 2006 079501
If those are some key pain points associated with online video advertising, then what would make the ads more pleasurable for US consumers? According to an Advertising.com study conducted by InsightExpress in February 2007, 61% of respondents would like to see shorter video ads online than on TV. Given the prevalence of short-form video content on the Web, it is within the range of expectation that online video viewers would not want to sit through a 30-second spot—or worse, a fourminute, TV-style “pod”—when the content they are watching might be, say, 90 seconds in duration.
www.eMarketer.com
079501
Similarly, 32% of respondents to February 2007 Synovate survey commissioned by Clipblast! said that the presence of too many video ads is their least-liked aspect of online video. This category was the top irritant on the list, ahead of other aspects of Web surfing that have more to do with content and navigation than they do with advertising.
Factors that Would Make Online Video Ads More "Pleasurable" according to US Consumers, January 2007 (% of respondents) Shorter ads than TV 60.6% More relevant ads 18.4% Commercials created exclusively for Internet
Aspect of Online Video that US Adult Internet Users Like Least, February 2007 (% of respondents)
14.6% Other
Too commercial (too many video ads)
8.4% 31.8%
Inconsistent (too tough to find quality video productions) 20.7% Frustrating (too difficult to find exactly what I am looking for) 19.3% Chaotic (too many videos to wade through) 16.4% Funky (too much user-generated content to wade through) 11.8% Note: n=1,000 ages 18+ Source: Synovate commissioned by Clipblast!, February 2007 081452
www.eMarketer.com
Note: ages 18+ Source: Advertising.com, "Advertising.com Online Video Study" conducted by InsightExpress, February 2007 080815 080815
www.eMarketer.com
There is currently a debate among advertisers, Web publishers and consumers over the length of online video ads. But so far no consensus has emerged on an online equivalent to the 30-second standard that has prevailed on TV for decades. If consumers have given mixed signals on this point, as the Advertising.com/Insight Express and Synovate/Clipblast! studies indicate, advertisers have also spoken with more than one voice.
081452
Another study by Forrester noted that online users are not eager to integrate commercials into their video-viewing experience. More than 80% of the online video viewers polled by Forrester said that in-stream ads were “annoying” and 75% claimed they ignore the ads. Less-intrusive advertising, such as placements alongside video, scored somewhat better, with 50% of respondents saying they were acceptable. Text links were most preferred, with only 19% of respondents finding them annoying.
“Using the old mode of inserting ads into content when you’re looking at a 3-minute video is not going to work.” —Brian Haven, Analyst, Forrester Research, quoted in Adweek
Online Video
14
How Advertising Supports Online Video Content
In a Thought Equity Motion study that polled US advertisers on the length of new-media ads they considered most effective, 32% said 15 seconds, while 26% said 10 seconds. It should be noted that this study included not only online video ads. It also covered podcast and mobile phone advertising, which generally have even a shorter-duration window than Internetdelivered ads. Length of New Media* Ad that US Advertisers Believe Is Most Effective, 2006 (% of respondents) 15 seconds
32%
10 seconds
Two other studies cited earlier from OPA/OTX and Kelsey also examined US Internet usersâ&#x20AC;&#x2122; responses to online video advertising. Both found that substantial numbers of ad viewers took concrete actions like checking out a company site featured in an ad, searching for information about an advertised product or making actual purchases. On the latter point, the OPA/OTX study showed a 12% rate, while Kelsey noted that 15% of respondents made a purchase after viewing an ad. US Online Video Viewers' Responses to Online Video Advertising, April-May 2007 (% of respondents)
26% Checked out company Web site
Note: *includes podcasts, mobile phones and online video Source: Thought Equity Motion as cited in press release, November 8, 2006 078479 078479
www.eMarketer.com
31% Searched for information about the product 22%
Whatever the length of ads, consumer behavior and response patterns suggest that online viewers are a more engaged audience than TV viewers. This should come as good news to online video advertisers and Web publishers, who have long valued the Internet audience for its targeting ease. The same Burst Media study cited earlier as evidence that both male and female US Internet users consider video ads disruptive also found that 56% of respondents recall seeing ads in content they have watched, and nearly 53% continue watching despite feeling disrupted. On the other side of the coin, 40% of online video viewers stop watching programming that has ads in it, Burst Media said. Behavior of US Online Video Viewers When They See Ads in the Video They Are Watching, November 2006 (% of respondents)
Clicked on banner ad that accompanied video 19% Talked to friends/family about the product 16% Went to store to check out product 15% Requested information about product 13% Made a purchase 12% Forwarded video ad to friends/family 9% Signed up for product/service trial 9% Called toll-free number to find out more 5% Ordered subscription 4%
Recall seeing ads in content they have watched 56.3% Typically continue watching video content once they encounter an advertising unit 52.7%
Note: n=1,135 Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior," June 6, 2007 084667
www.eMarketer.com
084667
Typically stop watching 40.4% Source: Burst Media, "Online Video Advertising," December 2006 079483
www.eMarketer.com
079483
Online Video
15
How Advertising Supports Online Video Content
Online Video and TV Viewing
US Internet Users' Responses to Online Video Advertising, 2007 (% of respondents)
If the relationship between online video content and online video advertising is a key to the growth of the Internet video industry, the interconnectedness between TV and the Internet will also play a leading role in how the market for online video evolves.
Checked out a Web site 43% Requested information about a service or product 22% Went to a store to check out a product 18% Made a purchase
This old-media/new-media paradigm is complex and affected by multiple factors, including the way certain types of content play online vs. on TV, shifting business models for Internet video content, audience demographics and technical limitations in how users access online and mobile video programming (i.e., on desktop or laptop systems, on TVs, on handsets).
15% Forwarded a video ad to a friend or family member 11% Signed up for a product and/or service trial 9% Ordered a subscription 3% Did nothing 45% Note: n=296 Source: The Kelsey Group, "Online Video: A New Local Advertising Paradigm" as cited by Marketing Charts, May 29, 2007 084364
www.eMarketer.com
084364
Although it would be imprudent to draw conclusions about conversion rates without detailed data on factors such as the types of products advertised and the target audience, most marketers would be pleased to know that 12% to 15% of consumers are responding to their ads by making a purchase.
Rather than a wholesale shift in viewership from TV to the newmedia channels, both media will actually grow in the next several years. Internet video will entrench itself in the content mainstream, right alongside TV, albeit not in such pervasive numbers. According to eMarketer projections, by 2011 there will be 200 million broadband Internet users. Of them, 91%â&#x20AC;&#x201D;or 183 millionâ&#x20AC;&#x201D; will watch online videos. Key US TV and Internet Metrics, 2006 & 2011 (millions) TV viewers 283.5 (1) 298.5 Broadband Internet users 133.4 200.2 Online video viewers 114.3 183.0 TV households 111.6 (2) 119.4 Broadband households 54.6 89.9 VOD-enabled households 29.7 58.4 DVR households 18.6 45.1 2006
2011
Source: eMarketer, 2007; (1) Nielsen Media Research as cited in press release, August 23, 2006; (2) Kagan Research, December 2006 as cited by the National Cable & Telecommunications Association (NCTA), 2007 085854 085854
Online Video
www.eMarketer.com
16
Online Video and TV Viewing
In 2006, massive numbers of US Internet users—102.6 million adults and 7.3 million teens—actually watched TV while online, according to eMarketer. This overlap in the audiences poses a challenge to marketers who are interested in tailoring their messages to their target customers and to the different distribution platforms. With such complex dynamics in play across a content landscape in flux, the research community offers an understandably mixed picture of how online video affects TV viewing.
By contrast, a January 2007 Piper Jaffray study found that 40% of respondents among a pool of US adult Internet users watched less TV in 2006 than two years earlier. While Piper Jaffray did not specify how much less TV these viewers watch—or whether their online video consumption played a role in this change—the sheer number of respondents who conformed to this trend was telling. Amount of TV that US Adult Internet Users Watch vs. Two Years Ago, 2006 (% of respondents)
An AP and AOL study conducted with Ipsos Public Affairs noted that the vast majority (87%) of online video watchers report that their TV viewing habits are unchanged despite the availability of this emerging medium.
More than two years ago 18% Less than two years ago 40%
Amount of TV Watched by US Online Video Viewers due to the Effect of Online Video, July-August 2006 (% of respondents)
More TV 3%
Less TV 10%
Same 42%
Source: Piper Jaffray & Co., "Silk Road: Online Video Usage Increasing as TV Viewing Declines," January 2007 080002
www.eMarketer.com
080002
Same 87%
Note: n=1,347 ages 18+ who have ever watched or downloaded an online video clip Source: Associated Press (AP) and America Online (AOL) Video conducted by Ipsos Public Affairs as cited in press release, September 5, 2006 076600
www.eMarketer.com
076600
Online Video
17
Online Video and TV Viewing
Nearly a third of frequent YouTube watchers report viewing less TV as a result of the time they spend on the popular video-sharing site, according to a January 2007 Harris Poll study. However, an even larger percentage of respondents in that survey said their time on YouTube came at the expense of other Web sites.
A March 2007 comScore analysis of TV and online video viewing habits concluded that the Internet’s “primetime” block occurs between 5 p.m. and 8 p.m. on weekdays. This segues neatly into the standard TV primetime schedule of 8 pm to 11 pm, offering marketers an opportunity to tailor their messages accordingly.
The conclusion? Some video sites clearly compete with TV. But they also compete with other Web destinations as well as options such as video games and old-fashioned activities like going to the movies and reading newspapers and magazines.
“Marketers have a great opportunity to leverage Internet video in conjunction with their traditional TV buy and essentially double their ‘primetime’ commercial airing hours,” said Erin Hunter, executive vice president of media and entertainment solutions at comScore, in conjunction with the report.
Activities on which US Adult Frequent* YouTube Watchers Spend Less Time due to Visiting YouTube, December 2006 (% of respondents) Using other Web sites 36% Watching TV 32% E-Mailing, chatting online, blogging, etc.
“‘Primetime’ TV viewing occurs between 8 [pm] and 11 pm, while ‘primetime’ viewing of online video occurs during the preceding block of time—between 5 [pm] and 8 pm on weekdays,” Ms. Hunter said. “Shrewd marketers will utilize a multichannel strategy to capitalize on these adjacent ‘primetime’ blocks in order to maximize their marketing impact.” Another interesting view of the relationship between TV and the Internet comes from data on usage of NBC Rewind. This is the TV network’s online video player, which allows consumers to watch NBC programs online after they originally air.
20% Working or doing homework 19% Playing video games
The main difference between NBC Rewind and a digital video recorder (DVR) is that NBC Rewind includes the advertising that supported the program when it aired on TV, whereas DVRs offer consumers the luxury of skipping ads.
15% Spending time in person with friends/family 12% Watching videos on DVD 12%
More than three-quarters of the users of the service watch anywhere from one to four shows per week, and 84% “usually” or “always” watch full episodes, according to NBC data published in February 2007.
Reading magazines/newspapers 11% Talking to other people on the phone 9%
Number of NBC TV Episodes per Month that NBC Rewind* Users Watch Online, November-December 2006 (% of respondents)
Going to the movies 7% Exercising 1%
6+ 15%
Other 5-6 9%
2%
1-2 48%
None (not spending less time doing anything) 34% 3-4 28%
Note: n=363 ages 18+; *more than once or a few times Source: Harris Poll as cited in press release, January 29, 2007 080538 080538
www.eMarketer.com
Note: n=1,520 ages 13+; *online video Web site for full-episode streaming of NBC Primetime and Daytime programming Source: NBC, "NBC Rewind Q4 Survey Results," February 2007 080949
www.eMarketer.com
080949
Online Video
18
Online Video and TV Viewing
These findings indicate that NBC Rewind is complementary to the network’s TV programming. Whether viewers are discovering a show for the first time on the online service, using it to supplement their TV viewing or simply watching TV reruns online, they are not shifting their viewing from their TVs to their computers.
Frequency with which NBC TV Episodes that NBC Rewind* Users Watch Online Are Full Episodes, November-December 2006 (% of respondents) Never 3% Sometimes 8%
Rarely 5%
Usually 23%
“Rather than replacing TV, in the near-term, emerging video services like online video are best viewed as opportunities to complement and augment traditional TV viewing options.” —Bruce Leichtman, President and
Always 61%
Note: n=1,520 ages 13+; *online video Web site for full-episode streaming of NBC Primetime and Daytime programming Source: NBC, "NBC Rewind Q4 Survey Results," February 2007 080948
www.eMarketer.com
080948
Principal Analyst, Leichtman Research Group Inc. NBC’s decision to leave ad content intact on its online player may spell additional opportunities on the Web than on TV.
In November and December 2006, 6.9 million people used NBC Rewind to stream a total of 42 million shows, or an average of roughly six videos per customer, according to a January 2007 study conducted by InsightExpress and commissioned by NBC.
A March 2007 study by Millward Brown cited in Adweek noted that the Internet retains a higher percentage of viewers during commercial breaks than TV.
Number of People Who Have Streamed Online Videos and the Number of Videos Streamed on NBC Rewind*, November-December 2006 (millions)
Commenting on the study, Millward Brown vice president Mike Ripka said, “You’re looking at a 30-second ad, not a four-minute pod. You’ll sit around for 30 seconds, so you’re highly engaged with the advertising.”
Number of users
6.9
Number of videos streamed
42.0
Note: *NBC network's full-length online video player Source: NBC Universal conducted by InsightExpress as cited by MediaPost, January 2007 080626
Viewer Retention Rate during Breaks of US Online Video vs. TV Programming, 2007 (% of audience retained)
www.eMarketer.com
Online
080626
That study noted that 78% of respondents used the service to watch a program that they missed when it was originally broadcast, while one-third watched a show they had never seen before. Another 26% streamed an episode they had already watched on the NBC network. Reasons that Users of NBC Rewind* Have Streamed a Prime-Time Program, November-December 2006 (% of respondents) Missed it when originally broadcast
68%
TV
59%
Source: Millward Brown, "CTV-1" as cited by Adweek, March 26, 2007 082295
www.eMarketer.com
082295
In addition, factors like viewer attention rate, awareness of advertising, consideration and favorability rate significantly higher in online video advertising than on TV, according to Millward Brown. Metrics of US Online Video Advertising vs. TV Commercials, 2007 (% increase vs. TV)
78% Viewer attention rate
Watched a progam they have never seen before
Awareness
34%
Consideration
Streamed an episode they already saw on the air 26%
Favorability
Note: *NBC network's full-length online video player Source: NBC Universal conducted by InsightExpress as cited by MediaPost, January 2007 080625
53%
www.eMarketer.com
52% 27% 26%
Source: Millward Brown, "CTV-1" as cited by Adweek, March 26, 2007 082290 082290
www.eMarketer.com
080625
Online Video
19
Online Video and TV Viewing
Top Online Video Sites
Broadcast and cable TV networks are clearly taking stock of the Internet’s potential to maximize their content.
The proliferation of online video content throughout the Internet has produced a diverse cast of Web players competing for ad revenues, download and streaming customers, site visits or any combination of the above.
In a March 2007 study by interactive marketing agency 360i, top TV networks rated the emerging media formats that they had implemented the most as of the first quarter of this year. While tactics such as e-mail alerts, blogs, mobile content and podcasts rated highest—with 80% or more networks saying they used them—two-thirds of respondents cited video sharing functionality as a format they have implemented. Emerging Media Formats Implemented Most by Top TV Networks in the US, Q1 2007 (% of top TV networks) E-Mail alerts
97%
Blogs
83%
Mobile
80%
Podcast (audio)
80%
Games
74%
RSS
74%
Viral video (sharing functionality) MySpace Podcast (video)
66%
These sites range from video-sharing destination YouTube, the MySpace social network, the iTunes download service, Web portals, content aggregators and network sites. Thrown into this mix of relative “veterans” (yes, a two-year-old company such as YouTube qualifies as part of the “old guard” of the video Web) are relative newcomers like Veoh, Joost, Babelgum and Clipblast! They aggregate and distribute TV content online. The most recent data from the Pew Internet & American Life Project found that YouTube is far and away the leading site among both young adults and total online video viewers. News sites ranked a distant second among Pew’s total viewing population, while MySpace took the No. 2 spot—also far behind YouTube— among young adults.
37% 31%
YouTube 14% Note: n=35 Source: 360i, "Tuning into Emerging Media: How Broadcast and Cable TV Networks Use Blogs, the Mobile Web, Mashups and Other Media," March 2007 081616
www.eMarketer.com
081616
Online Video
20
Top Online Video Sites
Select Online Video Sites Used by Young Adult and Total US Online Video Viewers, February-March 2007 (% of respondents in each group) YouTube
Confirming these findings, a July 2007 comScore Video Metrix press release cited Google sites (YouTube and Google Video) and Fox Interactive Media (the parent of MySpace) as the top online video properties ranked by both unique streamers and reach.
49%
Top 10 Online Video Properties among US Internet Users, Ranked by Unique Streamers, May 2007 (thousands and % reach)
27% News Web sites 6% 12% Cable or network TV sites 7% 9% Yahoo! 8% 9% MySpace 15%
1. Google sites
64,945
49.2%
2. Fox Interactive Media
52,737
40.0%
3. Yahoo! sites
35,024
26.6%
4. Time Warner Network
29,479
22.3%
5. Microsoft sites
24,394
18.5%
6. Viacom Digital
19,356
14.7%
7. Verizon Communications Corporation
15,030
11.4%
8. ABC.com
10,799
8.2%
9. Disney Online
10,114
7.7%
10. MLB.com
6%
Total Internet
Google Video
7,311
5.5%
131,915
100.0%
Note: includes video content Web sites, excludes video server networks Source: comScore Video Metrix as cited in press release, July 17, 2007
10%
085806
6%
www.eMarketer.com
085806
AOL Video
A Nielsen//NetRatings NetView study that tracked unique visitors over a four-month period from January through April 2007 showed that YouTube and Google Video (which the research firm ranked separately) took the No. 1 and No. 2 slots in every month during that time frame. MySpace ranked third, also retaining that spot throughout the survey period.
3% 5% MSN Video 1% 4% iTunes 1%
Top 12 Video Web Sites among US Internet Users, Ranked by Unique Audience, January-April 2007 (thousands)
2% Other 20%
YouTube
21%
January
February
March
April
41,784
42,116
45,040
46,436
Google Video
21,841
20,824
19,287
17,372
MySpace Videos
14,019
12,893
13,310
14,856
Yahoo! Video
5,750
5,594
12,616
14,531
MSN Video
12,051
12,001
11,491
13,218
AOL Video*
14,108
12,948
13,374
13,150
Note: n=800 ages 18+; includes streaming and downloading Source: Pew Internet & American Life Project, "Online Video," July 25, 2007
Metacafe
3,196
3,142
4,085
3,903
085921
Break.com
3,375
2,695
3,835
2,906
iFILM
2,339
3,957
3,209
2,003
Veoh
876
844
1,259
1,530
1,373
1,548
1,572
1,226
812
1,450
1,254
1,135
Don't know or refused 14% 22% Young adults (ages 18-29)
085921
Total
www.eMarketer.com
Addicting Clips Heavy.com
Note: home and work users; *traffic to AOL Video represents a custom roll-up Source: Nielsen//NetRatings NetView, provided to eMarketer, June 2007 085102
www.eMarketer.com
085102
Hitwise took a similar view of the Web landscape by measuring visits from March through May of 2007. The company ranked YouTube as the clear winner by market share of visits.
Online Video
21
Top Online Video Sites
While Hitwise also considered YouTube and Google Video as separate entities, it found that Google Videoâ&#x20AC;&#x2122;s declining share was substantially lower than the No. 2 player, MySpace. Top 12 Video Web Sites among US Internet Users, Ranked by Market Share of Visits*, March-May 2007 (% of total category* visits) March
April
May
YouTube
55.55%
57.71%
60.02%
MySpace Videos
17.82%
16.16%
16.08%
Google Video
8.46%
8.20%
7.81%
Yahoo! Video
2.64%
2.50%
2.77%
MSN Video
2.36%
3.01%
2.09%
Break.com
1.58%
1.48%
1.33%
Daily Motion
1.03%
1.13%
1.13%
Metacafe
1.13%
1.12%
1.07%
AOL Media
1.85%
1.34%
0.94%
Veoh
0.38%
0.60%
0.86%
vMix
0.25%
0.36%
0.86%
LiveVideo.com
0.40%
0.50%
0.49%
93.45%
94.11%
95.45%
Total for top 12
Web Sites on which US Online Video Viewers Watch Online Video, by Gender, 2006 (% of respondents in each group) YouTube.com 47.7% 39.1% ABC.com, CBS.com, NBC.com, FOX.com or other TV network sites 34.9% 47.8% Google Video 31.2% 20.7% MSN Video 24.8% 23.9% Yahoo! Video
Note: *65 video Web sites included in category Source: Hitwise, provided to eMarketer, June 2007 085030 085030
In an indication of growing momentum by the network TV Web domains, two recent studies by Piper Jaffray and Harris Poll found that, as a cluster, these sites ranked second behind YouTube in terms of online video viewership.
22.0% 21.7%
www.eMarketer.com
Compete Inc. came up with results similar to Hitwise in its top three slots. Like every other study cited in this section, Hitwise included Web portals Yahoo!, MSN and AOL (or its corporate parents) among its top video sites. Network sites and niche players like Veoh, Addicting Clips, Break.com, Heavy.com and Metacafe made appearances on some of the lists, but not with the regularity of YouTube, MySpace or the Web portals.
MySpace.com 16.5% 17.4% AOL Video 15.6% 10.9% Other 22.0% 12.0% Male
Top 10 US Online Video Sites, February 2007 (visitors and sessions in millions, market share and % change vs. prior month) Visitors
Sessions
Market share
% change
1. YouTube
35.6
114.9
45%
2%
2. MySpace
16.7
38.2
15%
-1%
3. Google Video
13.9
26.1
10%
-1%
4. AOL
6.1
16.4
6%
-1%
5. MSN
5.3
8.6
3%
-1%
6. StupidVideos
3.0
7.7
3%
0%
7. Yahoo! Videos
3.8
6.9
3%
0%
8. Break
2.2
5.0
2%
0%
9. eBaum's World
2.5
4.5
2%
0%
10. PureVideo
2.2
4.3
2%
*
Female
Note: n=101 (male), n=92 (female) adults Source: Piper Jaffray & Co., "2006 Online Media Survey," February 2007 081367
www.eMarketer.com
081367
Note: *new to top 10 Source: Compete, Inc., March 30, 2007 083229
www.eMarketer.com
083229
Online Video
22
Top Online Video Sites
Web Sites on which US Adult Internet Users Have Watched Online Video, by Age, December 2006 (% of respondents in each group) 18-24 25-29 30-39 40-49 50-64 65+ Total YouTube
73%
55%
44%
45%
23% 13% 42%
Television network (eg ABC.com)
35%
51%
39%
47%
39% 31% 41%
News site (eg CNN.com)
27%
40%
36%
42%
32% 32% 35%
Yahoo!
30%
33%
26%
29%
18% 13% 25%
38%
30%
22%
24%
19% 14% 24%
MySpace
45%
33%
19%
16%
7%
3%
19%
iTunes
16%
9%
8%
5%
3%
1%
7%
Other
19%
15%
24%
19%
17% 16% 19%
Total (have watched online video)
85%
87%
76%
78%
62% 56% 74%
Have never watched online 15% video
13%
24%
22%
38% 44% 26%
Source: Harris Poll as cited in press release, January 29, 2007 080531
www.eMarketer.com
080531
Looking specifically at network sites, Hitwise placed NBC at the top of its share list with a 37% market share of visits in March 2007. However, this ranking comes with a big caveat. The study did not take into account site visits to TV shows whose Web destinations are separate from those of the network, including many of the Fox network’s most popular programs, such as American Idol and The Simpsons. NBC’s “Jay Leno’s Garage” was also on Hitwise’s exclusion list. Leading US Broadcast Network Web Sites, Ranked by Market Share of Visits, February & March 2007 Domain
February March 2007 2007
NBC*
www.nbc.com
34.00%
37.31%
ABC
www.abc.com
33.64%
30.28%
CBS
www.cbs.com
18.46%
16.82%
FOX Broadcasting Company* www.fox.com
7.60%
8.29%
The CW Television Network
www.cwtv.com
5.97%
7.03%
MyNetworkTV
www.mynetworktv.com
0.26%
0.33%
Note: *Does not include market share of visits data for individual television show Web sites that are separate such as American Idol (FOX), The Simpsons (FOX), America's Most Wanted (FOX), The Family Guy (FOX), On The Lot (FOX) and Jay Leno's Garage (NBC) Source: Hitwise as cited in press release, April 4, 2007 082826
www.eMarketer.com
082826
It is not possible from the available data to determine whether counting the excluded shows would have impacted the rank order of these sites. However, another network-specific ranking of site visits, by comScore Media Metrix with eMarketer calculations, confirms the No. 1, 2 and 3 spots of the “traditional” networks’ sites: NBC, ABC and CBS, in that order.
US Unique Visitors to ABC.com, CBS.com and NBC.com, by Gender, December 2006 (thousands and % of total) ABC.com 2,534 (40.6%) 3,715 (59.4%) CBS.com 1,783 (43.7%) 2,296 (56.3%) NBC.com 3,303 (42.3%) 4,504 (57.7%) Male
Female
Note: from home, work and university locations; data measure visitors, not the number of registered users, subscribers or videos streamed Source: comScore Media Metrix, February 2007; eMarketer calculations, March 2007 081165 081165
www.eMarketer.com
These US TV sites have grown their advertising revenues more than tenfold over the past five years, to $618 million in 2007 from $55 million in 2002, according to a Borrell Associates Inc. and the Television Bureau of Advertising report. US TV Web Site Revenues, 2002-2007 (millions) 2002 $55 2003
$75
2004 2005 2006
$119 $283 $399
2007
$618
Source: Borrell Associates Inc., "Benchmarking: Local TV Web Sites Gaining Ad Share" with the Television Bureau of Advertising (TVB), February 2007 080996 080996
www.eMarketer.com
While TV sites, portals and video-specific properties such as YouTube have focused their energies on an ad-revenue model, other sites have carved out niches selling TV show and film downloads. Apple’s iTunes is the clear leader in this space, with a 90% market share in the US, according to a December 2006 study by the NPD Group. In an affirmation of the site’s momentum building its video content business, NPD published a study two months earlier showing iTunes’ share at 67%. Leading Paid Online Video Web Sites in the US, by Downloads, Q3 2006 (% market share) iTunes
90%
Vongo
5%
Movielink
3%
CinemaNow
<1%
Source: NPD Group, "VideoWatch Digital" as cited in press release, December 20, 2006 079600 079600
Online Video
www.eMarketer.com
23
The Online Video Audience The US Internet video population is a huge and demographically diverse group, with numbers north of 114 million people in 2006 and expected to swell to 183 million by 2011, per eMarketer projections. Viewership statistics that take into consideration gender, age, income levels and other demographic factors reveal a complex picture.
The Pew Internet & American Life Project’s “Online Video” study polled Internet users and found that 63% of male respondents said they viewed online video, compared with 51% of females. Demographic Profile of US Online Video Viewers, February-March 2007 (% of respondents in each group) Gender Male
63%
Female
51%
Age
Most researchers agree that, at least for now, male online video viewers outnumber females. eMarketer estimates that males will make up 53% of the Internet viewer population in 2007. But this gender gap will close to 50/50 in 2010 and tip slightly in favor of females by 2011.
18-29
76%
30-49
57%
50-64
46%
65+
39%
Education High school degree or less
46%
Some college
62%
US Online Video Viewers, by Gender, 2006-2011 (millions)
College graduate
64%
2006
<$30,000
52%
$30,000-$50,000
63%
$50,000-$75,000
63%
Income
62.6 51.7 2007 71.3 64.2
$75,000+
62%
Total
57%
Note: n=1,492 Internet users ages 18+; includes streaming and downloading Source: Pew Internet & American Life Project, "Online Video," July 25, 2007
2008 79.9 75.3
085916
www.eMarketer.com
085916
2009 85.4 83.1
Ipsos Insight conducted a study of US Internet users who have and have not streamed videos and arrived at statistically identical results to the Pew survey: 64% of males and 51% of females.
2010 88.0 88.0
Demographic Profile of US Internet Users Who Have or Have Not Streamed Online Video, December 2006 (% of respondents)
2011
Have streamed
Have not streamed
Male (n=446)
64%
36%
Female (n=401)
51%
49%
12-17 (n=106)
73%
27%
18-24 (n=75)
75%
25%
25-34 (n=175)
61%
39%
35-54 (n=308)
56%
44%
55+ (n=181)
44%
56%
Total (n=846)
58%
42%
90.2 92.8 Male
Female
Note: ages 3+; online video viewer defined as an individual who downloads or streams video (content or advertising) at least once a month Source: eMarketer, March 2007 081634 081634
www.eMarketer.com
Gender
Age
Source: Ipsos Insight, "MOTION Winter Wave" as cited in press release, April 2, 2007 082516
www.eMarketer.com
082516
Online Video
24
The Online Video Audience
An earlier study by Burst Media also noted a similar disparity in the numbers of men and women who have watched online video. US Internet Users Who Have Watched Online Video, by Gender, November 2006 (% of respondents in each group) Male
76.0%
Female
60.2%
The mean age of online video viewers is 39, debunking the myth that this segment of the Internet population skews young, according to the OPA/OTX study. An October 2006 BIGresearch study confirmed these findings, with median ages of 41.2 for females, 38.3 for males and 39.4 overall. Average Age of US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006
Source: Burst Media, "Online Video Advertising," December 2006 All Internet users
44.6
079472
Females who download video
41.2
Not all research firms concur with the notion that male online video users, in total, are more numerous than females.
All adults who download video
079472
www.eMarketer.com
The OPA and OTX found that men indeed outnumber women in the “heavy” user category. But more women than men consider themselves “moderate” or “light” online video viewers. The net effect of the OPA/OTX study was that men and women are split down the middle in their overall consumption of Internet video.
39.4
Males who download video
38.3
Note: n=15,167 (all Internet users, ages 18+); n=4,987 (all video downloaders, ages 18+); n=2,942 (male downloaders, ages 18+); n=2,045 (female downloaders, ages 18+); *regularly defined to respondents as "habitually, routinely, according to a pattern" and occasionally defined to respondents as "once in a while, when the mood suits, not according to a pattern" Source: BIGresearch, "Simultaneous Media Usage Survey (SIMM) VIII," provided to eMarketer, September 26, 2006 077826
Demographic Profile of US Online Video Viewers, by Frequency, April-May 2007 (% of respondents in each group) Heavy* Moderate** Light*** Total (n=631) (n=400) (n=391) (n=1,422) Gender Male
64%
41%
35%
50%
Female
36%
59%
65%
50%
Age (mean)
37
Household income (mean) $61,000 $75,000+
29%
39
43
39
$58,000
$58,000
$59,000
25%
26%
27%
Note: numbers may not add up to 100% due to rounding; *daily, several times a week or once a week; **several times a month or once a month or more; ***less than once a month Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior," June 6, 2007 084660 084660
www.eMarketer.com
www.eMarketer.com
077826
Studies of the online activities of US online video viewers show high levels of interactivity, with 75% of respondents in Pew’s “Online Video” study saying they receive video links and 57% saying they send links and watch video with others. On the other hand, relative small percentages of users rate videos, post comments or upload clips or links to clips. Even fewer pay for video, according to Pew. Select Online Video Activities of US Online Video Viewers, by Gender and Age, February-March 2007 (% of respondents in each group) Male Female 18-29 30-49 50-64 Total Receive video links
75%
75%
76%
77%
71%
75%
Send video links to others
59%
54%
67%
55%
45%
57%
Watch video with others
58%
57%
73%
58%
34%
57%
Rate video
15%
10%
23%
11%
4%
13%
Post comments about video
15%
10%
25%
9%
5%
13%
Upload video
16%
9%
20%
12%
5%
13%
Post video links online
12%
9%
22%
7%
2%
10%
Pay for video
8%
6%
10%
7%
3%
7%
Note: n=800 ages 18+; includes streaming and downloading Source: Pew Internet & American Life Project, "Online Video," July 25, 2007 085922
www.eMarketer.com
085922
One of the reasons for the prevailing perception of a young online video population is that younger demographics are more active in the way they create, consume and rate videos, according to the age-based data in the Pew study.
Online Video
25
The Online Video Audience
The study that InsightExpress conducted for Advertising.com also noted a marked increase in the more “active” video-related pursuits by those ages 18 to 34 when compared with those 35 and older.
Methods Used by US Online Video Viewers to Discover Online Videos, July-August 2006 (% of respondents) Come across videos as you browse the Web
Based on an index ranking in which 100 is the average, the 18to-34 demo indexed at 201 when it came to creating clips to post online. In sharp contrast, the index ranking for those older than 35 was 31.
69% Hear about videos from friends 61% Have a set list of Web sites that you visit regularly 58%
Select Streaming Video Activities among US Consumers, January 2007 (index ranking*)
Use a search engine to specifically search for videos 18-34
35+
Forwarded a video clip to a friend
126
79
Created video content to post online
201
31
Missed an episode on TV and would watch online
117
87
37% Hear about videos from TV or magazines 36%
Note: ages 18+; *index baseline of 100 Source: Advertising.com, "Advertising.com Online Video Study" conducted by InsightExpress, February 2007
Note: n=1,347 ages 18+ who have ever watched or downloaded an online video clip Source: Associated Press (AP) and America Online (AOL) Video conducted by Ipsos Public Affairs as cited in press release, September 5, 2006
080814
076594
www.eMarketer.com
www.eMarketer.com
080814
076594
Perhaps because of the inherent limitations of video search engines compared with, say, text-based search, relatively small numbers of US online video viewers use search as a discovery tool. More users find videos randomly on the Web, respond to links or visit certain sites specifically to find videos, according to OPA/OTX research.
Research on the frequency of online video viewing shows that most users watch clips at least once a week.
Methods by which US Online Video Viewers Search and Locate Online Videos, April-May 2007 (% of respondents) Discover online videos randomly while on the Web 44% Click links in e-mails from friends/family
A June 2007 Frank N. Magid Associates noted this finding, with 52% of users placing themselves in the “once a week or more” bracket. Meanwhile, Burst Media found that more than 70% of males and more than 53% of females viewed videos once a week or more. Frequency of Viewing among US Online Video Viewers, by Gender, November 2006 (% of respondents) Once a day
43%
27.4% 15.2%
Go to certain Web sites specifically to watch videos 43%
A couple of times a week 31.5%
Use search engines to find online videos
29.0%
39% Once a week
Click links in e-mails they have registered for
11.4%
27% 9.2%
Via RSS video feeds
A couple of times a month
4% Note: n=1,422 Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior," June 6, 2007 084662
18.0% 26.0% Once a month 11.7%
www.eMarketer.com
20.6%
084662
The AP and AOL, with Ipsos Public Affairs, noted similar results, with only 37% of respondents using search, compared with 69% who come across videos while browsing the Web and 61% who act on links from friends.
Male
Female
Note: n=1,815 Source: Burst Media, "Online Video Advertising," December 2006 079473
www.eMarketer.com
079473
Online Video
26
Devices to View Online Video Content Anyone looking for consensus on the preferred viewing device among US Internet video watchers will need to look elsewhere—or wait until such a convergence of opinion materializes. The available data so far point in diametrically opposed directions when it comes to settling the “TV vs. PC” debate.
Those who preferred non-TV devices gravitated toward desktop computers and, to a lesser extent, laptops, according to a May 2007 E-Poll study. Portable video players, iPods and mobile phones did not rate higher than 16% with respondents in that survey. Select Non-TV Devices on which US Consumers View Video Content, 2007 (% of respondents) Desktop computer
Device that Online Consumers in North America Used to Watch Paid Online Video Content, 2007 (% of respondents) PC
71% TV via burned DVD Video game console
46%
Portable video player iPod
A May 2007 ABI Research study indicated an overwhelming predilection for the computer, with 71% of respondents saying they preferred it to the TV for viewing paid online video content.
75%
Laptop computer
16%
13% Mobile phone
13%
Note: ages 13+ Source: E-Poll, "Multi-Platform Viewing of Video Content" as cited by the Center for Media Research, May 7, 2007 083895
www.eMarketer.com
083895
Nevertheless, the use of portable devices is on the rise for watching digital video, according to a Knowledge Networks/Statistical Research study.
16%
8%
Source: ABI Research, "Over-the-Top Internet Video to the TV" as cited in press release, May 16, 2007 084003
www.eMarketer.com
From 2006 to 2007, the number of US broadband users who view video on mobile phones and iPods rose by at least 100% for each category, and laptop viewers increased from 18% of respondents to 26%.
084003
At the other end of the spectrum, Ipsos Insight found that 75% of respondents chose the TV as their primary device for streaming and downloading video, vs. 11% for PC. An earlier study by the Points North Group and Horowitz Associates also cited a preference for the TV over the PC.
US Household Broadband Users Who View Video via Select Portable Devices, 2006 & 2007 (% of respondents)
Primary Consumer Electronics Device that US Online Video Streamers and Downloaders Use to Watch Online Video, by Age, January 2007 (% of respondents in each group)
iPod
TV
PC
Other
12-17 (n=132)
66%
13%
21%
18-24 (n=132)
60%
24%
16%
25-34 (n=211)
75%
13%
12%
35-54 (n=396)
80%
9%
12%
55+ (n=231)
80%
7%
13%
Total (n=1,102)
75%
11%
13%
Note: numbers may not add up to 100% due to rounding Source: Ipsos Insight, "MOTION Winter Wave" as cited in press release, May 25, 2007 084279 084279
www.eMarketer.com
Laptop 18% 26%
3% 8% Mobile phone 3% 6% 2006
2007
Source: Knowledge Networks/Statistical Research, Inc. (KN/SRI), "How People Use Mobile Video" as cited by MediaPost, July 11, 2007 085734 085734
www.eMarketer.com
These data point to the increasing sophistication of handheld devices—a trend confirmed by an ABI Research study that predicts that 16% of online video in the US will be viewed on portable devices by 2011, up from 3% in 2006. The Knowledge Networks/Statistical Research findings also reflect the growth of data plans that include video services and the widespread availability of Internet-delivered video that can be viewed on laptops via Wi-Fi connections.
Online Video
27
Effect of Online Video on Purchasing Decisions
Devices to View Online Video Content
US mobile customers wanting to see digital video on their handsets have a relatively limited menu of choices when it comes to phone brands that can download and play video. A July 2007 Parks study estimated that only 22% to 27% of LG, Samsung and Motorola cellphone models support video, while an even smaller percentage of Nokia units are video-ready. These numbers will not move the needle for mobile video. So until wireless carriers and device manufacturers servicing the US market embrace the age of 3G, the US will be several paces behind more mature mobile markets like Japan and South Korea. Mobile Content and Application Activities Supported by Select Brands of Mobile Phones Owned by US Internet Users, 2007 (% of respondents in each group) LG Samsung Motorola Nokia (n=253) (n=241) (n=747) (n=236) Download and play games
57%
57%
57%
42%
Download and play video
27%
22%
22%
11%
Play MP3 music files
26%
27%
24%
11%
Purchase full music tracks
22%
20%
14%
6%
Play live TV content
12%
11%
8%
0%
Note: ages 13+ Source: Parks Associates, "Mobile Entertainment Platforms and Services (Second Edition)" as cited in press release, July 12, 2007 085665 085665
www.eMarketer.com
Along with their greater level of engagement in content and advertising—the so-called leanforward mode of the Internet, as opposed to the “lean-back” style of couch-potato TV viewing— Internet video watchers tend to be active buyers who act on advertising and content they experience online. In its June 2007 “Frame of Reference” report, the OPA said that “people take action after seeing online video content, especially those in upper-income brackets.” The report also contends that the Web is the top media channel for each stage of the purchase process and again, this finding applies especially to higher-income audiences. Compared with the broader Internet population, streamers and downloaders of TV network online video are more likely to buy products that were advertised on the content they watched on the Web, according to Knowledge Networks/Statistical Research, Inc.. Streaming/Downloaded TV Network Online Video Users vs. Total Internet Users Who Are Likely to Purchase from Companies that Advertise on Their Favorite Programs, 2007 (% of respondents) Streaming/downloaded TV network online video users Total Internet users
30%
22%
Source: Knowledge Networks/Statistical Research, Inc. (KN/SRI), "How People Use TV's Web Connections" as cited in press release, February 28, 2007 081442
www.eMarketer.com
081442
Online Video
28
Effect of Online Video on Purchasing Decisions
Conclusion
After online communities, online video was the second leading category among emerging media that most influenced US adults to purchase products launched in 2006, according to a comScore Networks study commissioned by Schneider Associates, Stagnito Communications and Information Resources Inc.
The recent explosion of online video content across major news and entertainment sites, Web portals and humor and user-generated sites has created huge opportunities for brand marketers to better reach their target audiences. While the paid download model will fuel growth in online movies and premium TV shows, most of the shorter-form video content on the Web will continue to be supported by video ads supplemented by Flash animations, static display ads, banner ads and sponsorship tags.
All the categories in that study, including online video, skewed higher among early adopters, illustrating the extent to which this group sets the pace for adoption of new technologies and media. Emerging Media that Most Influenced US Adult Consumers to Purchase Products Launched in 2006, by Buyer Type, December 2006 (% of respondents in each group) Early adopter* (n=140)
Buy Wait Total when and (n=1,004) need see (n=476) (n=307)
Online community
29%
9%
6%
10%
Online video
21%
7%
5%
8%
Blog or vog
12%
4%
2%
4%
Viral e-mail
7%
2%
4%
3%
Text message to cellphone
8%
2%
2%
3%
Podcast
9%
<1%
<1%
2%
None of the above
46%
83%
86%
81%
Note: *"like to have the latest and greatest" Source: comScore Networks, "2006 Schneider Associates / Stagnito Communications / IRI Most Memorable New Product Launch Survey" commissioned by Schneider Associates, Stagnito Communications and Information Resources, Inc. (IRI), February 2007 081628
www.eMarketer.com
081628
Even for high-ticket items like automobiles, nearly 55% of respondents to a Burst Media survey said they were “much more likely” or “somewhat more likely” to consider making a purchase after viewing an online automotive video.
Brand marketers in virtually every industry and discipline—from financial services to packaged goods to wireless communications— are capitalizing on this opportunity by creating and repurposing video ads that connect well with the online video audience. As this audience grows to 183 million viewers in the US by 2011 from 114.3 million in 2006, Internet users will increasingly turn to video content as an integral part of their media experience, whether they are catching up on the latest news, getting a sneak peek at an upcoming film, rocking to the latest music videos, checking their local weather forecast or just having a laugh. In the same way as television has offered every conceivable form of programming over the past 50 years with ad support as a backbone, the Web is emerging as an equally flexible media channel where content owners, site publishers, marketers and consumers can find what they need.
As more and more people become accustomed to incorporating video into their online research and shopping phases, marketers would be well advised to enhance their sites with rich media offerings. Likelihood that US Adult Internet Users Would Consider Purchasing an Automobile due to Viewing an Online Automotive Video, April 2007 (% of respondents) Much more likely to consider
24.0%
Somewhat more likely to consider
30.7%
Neither more nor less likely
30.2%
Somewhat less likely to consider Much less likely to consider Not sure
6.1%
1.7%
7.3%
Note: n=180 ages 18+ who plan to purchase or lease a vehicle in the next six months and have watched an online video of an automobile considered for purchase or lease Source: Burst Media, "Online Insights," May 3, 2007 083681 083681
Online Video
www.eMarketer.com
29
Related Information and Links
About eMarketer
Related Links YouTube
eMarketer is "The First Place to Look" for market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies. eMarketer aggregates and analyzes information from over 2,800 sources, and brings it together in analyst reports, daily research articles and the most comprehensive database of e-business and online marketing statistics in the world.
http://www.youtube.com
MySpace http://www.myspace.com
iTunes http://www.apple.com/itunes
ABC http://www.abc.com
CBS http://www.cbs.com
NBC
A Trusted Resource
http://www.nbc.com
eMarketer serves as a trusted, third-party resource, cutting through the clutter and hype–helping businesses make sense of the e-business numbers and trends. eMarketer's products and services help companies make better, more informed business decisions by:
FOX http://www.fox.com
Contact eMarketer, Inc. 75 Broad Street 32nd floor New York, NY 10004
Toll-Free: 800-405-0844 Outside the US: 212-763-6010 Fax: 212-763-6020 sales@emarketer.com
■ Streamlining e-business research sources and reducing costs ■ Eliminating critical data gaps ■ Providing an objective, bird’s eye view of the entire
e-business landscape
Report Contributors Mickey Alam Khan Mike Chapman Matthew Grace Dana Hill Chris Keating James Ku Yael Marmon Allison Smith
Online Video
Editor in Chief Editorial Director Proofreader Production Artist Senior Researcher Data Entry Associate and Production Artist Director of Research Senior Editor
■ Better deploying and sharing information across the company ■ Building solid business cases backed up by hard data ■ Reducing business risk ■ Saving valuable time
To learn more about subscriptions to eMarketer, call 800-405-0844 (outside the U.S. and Canada, call 001-212-763-6010), or e-mail to sales@emarketer.com.
30