This document summarizes mobile and online video usage trends in Australia. It finds that tablets and mobile devices drive 35% of non-computer internet traffic in Australia. While Australia falls below other markets in terms of video engagement, Australian online video usage is growing quickly, with hours per viewer and videos per viewer increasing 75% and 55% respectively over the past year. The majority of this growth is due to increasing viewership of long-form TV content online. The document discusses how content providers can reach audiences across devices, channels, and platforms, and provides examples of companies successfully doing so. It also outlines services offered by Viocorp to help connect content with audiences on new platforms and devices.
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AIMIA Mobile Industry Group - mobile video
1. Mobile Video – AIMIA MIG
Nick Bolton
Viocorp
April 2012
1
2. Tablets / Mobile Drive 35% of Non-Computer Traffic in Australia
Breakdown of Non-Computer Device Traffic Among Selected Markets
Mobile Tablet Other
3.8%
7.7% 7.5%
34.4% 24.7% 28.1% 6.4%
29.7% 13.2%
39.5%
61.8% 67.6% 64.4%
63.9%
47.3%
Singapore UK U.S. Australia Canada
Source: comScore Device Essentials, August 2011
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3. Australia Falls Outside of the Most Engaged Global Video Markets…
Selected Markets by Videos per Viewer Selected Markets by Video Viewing Penetration
Canada 303.7 Turkey 93.6%
U.S. 286.3 Canada 90.9%
UK 268.6 Chile 90.2%
Turkey 250.7 Argentina 89.6%
Germany 250.6 Brazil 89.0%
Japan 222.7 Hong Kong 88.9%
France 190.1 U.S. 88.0%
Spain 171.3 Mexico 87.2%
Hong Kong 160.0 France 86.8%
Singapore 153.2 Russian Federation 86.8%
Australia averages 144.5 videos per viewer Online video reaches 82% of Australia’s web population
Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, October 2011
3
4. But Australian Online Video Usage is Growing Quickly
Average Hours per Viewer in Australia Average Videos per Viewer in Australia
+ 75% + 55%
13.5 144.5
93.1
7.7
October, 2010 October, 2011 October, 2010 October, 2011
Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Australia, October 2011
4
5. Duration Moves Upwards as Long-Form TV Content Moves Online
Total Online Video Viewing Minutes (MM) in Australia
+92% vs. year ago
10,000 in total online video
minutes, driven by just
8,000 a 10%increase in
unique viewers
6,000
4,000
2,000
0
Oct-2010 Dec-2010 Feb-2011 Apr-2011 Jun-2011 Aug-2011 Oct-2011
Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Australia, October 2011
5
6. Snapshot of Australia’s Online Video Market
Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Australia, October 2011
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7. How to connect content and distribution
Viocorp connects content and viewers through innovation
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8. Reaching audiences across multiple devices
What is it ?
• Giving viewers a consistent experience
across desktop, tablet and mobile
Who is doing it ?
• CommSec
• Sydney Opera House
• TonTon
How can Viocorp help you ?
• Automatic device detection and support for
all major devices
• Advice on how best to deliver your content
across new platforms
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9. Reaching audiences LIVE across multiple devices
What is it ?
• Giving viewers a consistent experience
across desktop, tablet and mobile
Who is doing it ?
• CommSec
• Sydney Opera House
• TonTon
How can Viocorp help you ?
• Automatic device detection and support for
all major devices
• Advice on how best to deliver your content
across new platforms
9
10. Reaching audiences across multiple channels
What is it ?
• Streaming events across
YouTube, Facebook, iPhone Apps
Who is doing it ?
• Vivid Festival Sydney Opera House
• TedX Conference
• Virgin Mobile
• Sky News Federal election
How can Viocorp help you ?
• Viocorp is a YouTube premium
partner
• Experience of delivering online video
into most social media channels
10
11. Reaching audiences across multiple channels
What is it ?
• Streaming events across
YouTube, Facebook, iPhone Apps
Who is doing it ?
• Vivid Festival Sydney Opera House
• TedX Conference
• Virgin Mobile
• Sky News Federal election
How can Viocorp help you ?
• Viocorp is a YouTube premium
partner
• Experience of delivering online video
into most social media channels
11
12. 2012 and beyond – IPTV - TonTon
Project:
• Changed how a country how watches TV
• Registration for dynamic targeted advertising
•1 billion ads served in 12 months
• Recommendation engine
• Pay per view and subscription
• Cross-platform synchronisation / delivery
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Among the five markets, Canada showed the highest percentage of non-computer traffic coming from tablets at nearly 40 percent. Singapore followed, with tablets contributing 34.4 percent of non-computer traffic. In Australia, the U.S., and UK, tablets accounted for at least 24 percent of non-computer traffic. Across these markets, nearly 1 in 4 page views made on mobile and connected devices came from a tablet. Other web-enabled devices (which include e-readers, gaming consoles, and other handheld devices) accounted for the smallest share of digital traffic in most markets.
- Delivering rich media content to viewers through multiple devices & multiple channels has been one of the key trends of the year so farIn line with the stats we presented earlier on the growth in mobile video, one of the biggest trends we are seeing is demand for video streaming to multiple devices. Clients aren’t thinking about just streaming to desktop but how they can reach an audience on the go as well- Reaching audiences through social media channels and campaign websites has been a key theme as well and we’ll explore that in more detail on the next few slides
- Delivering rich media content to viewers through multiple devices & multiple channels has been one of the key trends of the year so farIn line with the stats we presented earlier on the growth in mobile video, one of the biggest trends we are seeing is demand for video streaming to multiple devices. Clients aren’t thinking about just streaming to desktop but how they can reach an audience on the go as well- Reaching audiences through social media channels and campaign websites has been a key theme as well and we’ll explore that in more detail on the next few slides
As part of the Vivid Festival we live streamed video image of the lighting of the Opera House sails into a custom YouTube pageThis was also streamed live into an iPhone app which allowed you to watch from your mobileThis ran live for 10 nights with highlights videos available at other timesCase study to follow
As part of the Vivid Festival we live streamed video image of the lighting of the Opera House sails into a custom YouTube pageThis was also streamed live into an iPhone app which allowed you to watch from your mobileThis ran live for 10 nights with highlights videos available at other timesCase study to follow
