The document provides an overview of online video trends globally and in Australia. Some key points:
1) Social networking accounts for 1 in every 5 online minutes in Australia, with Facebook being the top property for time spent.
2) Online video usage is growing quickly in Australia, with average hours per viewer up 75% and average videos viewed up 55% over the past year.
3) Males consume significantly more online video than females in Australia, accounting for 52% of viewers but 66% of viewing minutes.
4) The top online video destinations in Australia are YouTube, Facebook, and NineMSN.
5) Trends to watch include reaching audiences across devices, channels, and delivering
6. APAC Accounts for Largest Share of Global Online Visitors, but Lags in
Relative Engagement
Asia Pacific Europe North America Latin America Middle East - Africa
Share of
Online 41% 26% 15% 9% 9%
Visitors
Share of
Online 29% 30% 25% 9% 7%
Minutes
Source: comScore Media Metrix, Visitors age 15+ Home/Work Location, October 2011
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7. Portals Lead as Largest Global Category, Social Networking
Accounts for Most Time
Top Global Categories by Reach of Unique Visitors
Portals 93.8%
Search/Navigation 89.3% Social Networking
Entertainment 88.8% Accounts for 19%
Social Networking 82.4%
of all Global Online
Directories/Resources 77.2%
News/Information 76.0% Minutes, Leading all
Retail 71.5% Categories
Community 69.3%
Technology 67.3%
e-mail 64.0%
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Worldwide, October 2011
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8. Today’s Online User in Australia
• Averaged 20.6 hours online in October
• Consumed more than 1,800 pages of content
• Performed 152 search queries
• Spent nearly 5 hours social networking
• Watched 13.5 hours of online video
Source: comScore Media Metrix, Visitors Age 6+ Home/Work Location, Australia, October 2011
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9. Social Networking Accounts for 1 in Every 5 Online Minutes in AU
Top Content Categories in Australia by Share of Top Properties* in Australia by Average
Total Online Minutes Minutes per Visitor
Social Networking 21.0% Facebook.com 328.3
Entertainment 14.8% Google Sites 193.8
Portals 14.4% Microsoft Sites 165.7
e-mail 5.1% Tumblr.com 137.9
News/Information 4.5% EA Online 77.0
Instant Messengers 4.1% Yahoo! Sites 71.4
Community 3.5% eBay 67.3
Games 3.3% Skype 59.4
Search/Navigation 3.0% Bom.gov.au 59.1
Auctions 2.2% Fairfax Media 42.3
Source: comScore Media Metrix, Visitors 6+ Home/Work Location, Australia, October 2011
*Based on Top 100 Properties by Unique Visitors 9
10. 5.3% of Total Internet Traffic Originates from Non-Computer
Devices in Australia
Share of Traffic from Non-Computer Devices for Selected Markets
Singapore 7.2%
United Kingdom 6.8%
United States 6.8%
Japan 5.8%
Australia 5.3%
Canada 4.4%
Spain 3.9%
India 3.7%
France 2.3%
Non-Computer Device Traffic
Brazil 1.0%
Source: comScore Device Essentials, August 2011
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11. Tablets Drive 30% 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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12. Online Video is Global:
More than 200 Billion Online Videos Viewed Globally in October
Top 5 Global Video Properties by Total Videos Viewed
(Billions)
Google Sites 88.3
Youku Inc. 4.6 Delivers 2 of
Every 5 Videos
VEVO 3.7
Viewed
Facebook.com 2.6 Worldwide
Dwango Co., Ltd. 2.5
Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Worldwide, October 2011
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13. 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
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14. 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
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15. 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
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16. Snapshot of Australia’s Online Video Market
Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Australia, October 2011
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17. Males Consume Significantly More Online Video than Females in AU
Males in Australia account for….
Average Hours per Viewer
Among Demographic Groups
52% of Viewing Audience, but Males Females
24.6
66% of Viewing Minutes
21.0
15.6
12.1 12.4 12.7
9.2 9.9
Females in Australia account for…. 7.4 6.9
48% of Viewing Audience, but
34% of Viewing Minutes Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Australia, October 2011
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18. Top Online Video Destinations in Australia
Millions of Unique Viewers of Video Content
Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, Australia, October 2011
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19. In the U.S., 1/3 of Individuals Regularly use the Internet for TV
Show Consumption
Source: comScore Study: May, 2011, U.S. n = 2832
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21. Trends to Watch
Top Video Ad Networks in Australia by Top Video Ad Networks in the U.S. by
% Potential Reach % Potential Reach
12,000
180,000
72% 73%
10,000 160,000
65%
Total Unique Viewers (000)
140,000
57% 58% 58% 57%
Total Unique Viewers (000)
8,000
120,000
44%
6,000 100,000
32% 30% 80,000
4,000
60,000
40,000
2,000
20,000
0 0
Google The Video Joost Media BrightRoll SpotXchange Google Tremor Video BrightRoll Break Media Sharethrough:
Display Network Video Video Ad Display Video Network Video Network Social Video
Network Network Marketplace Network Platform
Source: comScore Video Metrix, U.S. and Australia, October 2011
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22. How to connect content and distribution
Viocorp connects content and viewers through innovation
22
23. 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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24. 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
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25. Reaching audiences across multiple channels
What is it ?
• Live streaming digital marketing
events into Facebook fan pages
Who is doing it ?
• NRMA Challenge
• Vodafone Pinata Challenge
• SonyEricssonXpedia
How we can help you ?
• Experience of streaming into
Facebook
• Live stream from anywhere using
liveBOX technology
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In an analysis of Internet traffic – measured as browser-based page views – from ten selected global markets in August 2011, Singapore led in having the highest share coming from non-computer sources (i.e. connected devices and mobile phones) at 7.2 percent. The United Kingdom and United States followed closely, each with 6.8 percent of total Internet traffic coming from mobile and connected devices.Internet traffic is measured here and throughout the paper as browser-based page views going to more than a million domains tagging with comScore from computers, mobile and other connected devices.
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
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
NRMA ran a competition in Martin Place over 3 days where contestants had to keep their hand on a VW Golf while performing different tasksThe tasks were decided by viewers voting through Facebook The competition was streamed live into NRMA Facebook page for 3 daysVodafone Pinata challenge allowed viewers to control a robot to hit a PinataThis was live streamed into the Vodafone Facebook page along with controls for the robot arm
