Post on 19-May-2015
Q2 2012
Table of ContentsABOUT OOYALA’S GLOBAL VIDEO INDEX REPORT ............... 3
EXECUTIVE SUMMARY ........................................................ 4
RED STATE/BLUE STATE...................................................... 5
AROUND THE WORLD IN 80 PLAYS ...................................... 6
VIEWER BEHAVIOR AND ENGAGEMENT BY DEVICE .............. 9
VIEWER ENGAGEMENT: LEANING BACk ............................. 11
LIVE VIDEO ON THE RISE .................................................. 13
TURNING INfORMATION INTO INSIGHTS ............................ 14
APPENDIX ........................................................................ 15
About Ooyala’s Global Video Index Report
Ooyala measures the anonymized viewing habits of nearly 200 million unique viewers in more than 130 countries every month. We process billions of video analytics events per day, and use our market-leading video analytics to help media companies and consumer brands grow their audiences and earn more money with mobile, multi-screen broadcasting.
Ooyala helps TV networks, cable and satellite providers, movie studios, and online media companies power premium video content on tablets, smart phones, smart TVs, and PCs. We work with hundreds of forward-thinking customers around the globe, including Miramax, ESPN, Bloomberg, PAC-12 Network, Caracol, CJ Entertainment, and Yahoo! Japan.
4Q2 2012 GLOBAL VIDEO INDEX REPORT
The second quarter of 2012 saw Paramount
selling movie rentals on YouTube and Google
Play, Amazon Instant Video landing on
the PlayStation Network, and the Major
League Baseball App recording three million
downloads just eight days into the season.
People are spending more time watching
premium, long-form content on tablets, PCs,
mobile devices, and connected TVs & gaming
consoles (CTV&GC).
Red StateS vS. Blue StateS1
As the political season heats up, we’re tracking how different states watch online video across America.
Ooyala’s data reveals that Blue State viewers watch 26% more online video per person than Red State viewers.
aRound the WoRld in 80 PlayS Online video engagement patterns
vary by country and region. Our data reveals the global video “hot spots.”
In Great Britain, 15% of the total time spent watching online video occurs on mobile phones and tablets.
11% of the total time spent watching online video in China occurs on tablets and smart phones.
R.i.P. KeyBoaRd Cat People don’t watch small clips on
big screens. When using smart TVs, set-top boxes and gaming consoles, viewers spend 93% of their time watching movies, TV shows and other long-form content.
Content ConveRgenCe As premium content moves online,
people are spending more of their viewing time watching premium long-form2 videos on tablets, PCs, smart TVs and mobile devices.
Long-form video content accounted for more than two-thirds of the total time users spent watching video on tablets in Q2 2012. The share of time that viewers spent watching long-form video on tablets grew 47% in a single quarter.
Long-form content and longer viewing sessions give publishers more revenue opportunities, as they insert multiple mid-roll ads and increase the average revenue per minute.
live video on the RiSe Ooyala’s data reveals that viewers
are highly engaged with live events, sports and specials. Live video viewing is accelerating rapidly especially on tablets and phones.
Executive SummaryThe lines between broadband and broadcast continue to erode as TV shifts to a mobile, multi-screen media landscape.
1 Red States and Blue States here are defined by the outcome of the 2008 U.S. Presidential election.
2 Videos longer than 10 minutes.
This report builds on findings from our analysis of previous quarters.
5Q2 2012 GLOBAL VIDEO INDEX REPORT
Red State/Blue StateOoyala compared the total online video plays to the populations of each state.
Massachusetts had the highest viewer engagement of all states. Each state’s plays were divided by this maximum so that Massachusetts equals numeral 1 on our normalized viewing scale and all other states appear as a fraction of 1.
Neither Red States nor Blue States are uniform in their online video viewing patterns. In Georgia, for example, viewers watch four and a half times more online video than viewers in Mississippi.
the BottoM line
On average, Blue State viewers
watch 26% more online video per
person than Red State viewers.
0 .2 .4
Normalized plays per person
.6 .8 1
6Q2 2012 GLOBAL VIDEO INDEX REPORT
the BottoM line
Broadcasters and service
providers must leverage global
viewer data to create more
personalized and profitable
media experiences.
Our data from publishers
streaming long-form, niche
content reveals that viewers
watch three times more pre-roll
ads than viewers who consume
online video on a typical
network property.
Around the World in 80 PlaysOoyala looked at data from several regions across the globe to get a better idea of how people there watch online media. We tracked video plays across all device types to see how viewing behavior changes by time of day, as well as country, to identify several global video hot spots.
tv iS going MoBile & gloBal Viewers are embracing a mobile, multi-screen
experience in countries around the world.
In Great Britain, 15% of the total time spent watching online video occurred on mobile phones and tablets
11% of the total time spent watching online video in China takes place on tablets and smart phones.
Mexico saw 6% of the share of time watching streaming media occur on mobile screens.
Non-PC based viewing is more valuable advertising inventory, since most viewers watch in full-screen mode on tablets, phones, and Smart TVs. When publishers are able to segment their audience by device, they will be able to command up to a 100 percent premium for these impressions.
In markets like China, India, Malaysia and parts of Latin America, we’re already seeing certain publishers delivering more than half of their streaming content to tablets and smart phones.
Paid transactions are also increasing on mobile devices. In India, the paid content market is four times the size of ad-supported content.
20%
15%
10%
5%
0%
Global viewership: mobile and tablet Q2 2012MOBILE TABLET
Japan
Great B
ritain
Singapore
Austria
ChinaFran
ce
Hong Kong
Netherla
nds
Thailand
Malaysia
Sweden IndiaCanada
United State
sSpain
Mexico Ital
y
Germany
Phillipines
Colombia
Brazil
Around the World in 80 Plays
7Q2 2012 GLOBAL VIDEO INDEX REPORT
Time watched by hour and region: all connected devices Q2 2012
7%
6%
5%
4%
3%
2%
1%
0%
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
12am
1am
2am
3am
4am
UNITED STATES EMEA APAC LATAM
Around the World in 80 Plays
8Q2 2012 GLOBAL VIDEO INDEX REPORT
0%
3%
4.5%
1.5%
6%
7.5%
10.5%
9%
AUSTRIA GERMANY SPAIN ITALY NETHERLANDS
5am
8am
11am
2pm
5pm
8pm
11pm
2am
Time watched by hour, Europe Q2 2012
COLOMBIA DOMINICAN REPUBLIC MEXICO VENEZUELA
0%
3%
4.5%
1.5%
6%
7.5%
10.5%
9%
5am
8am
11am
2pm
5pm
8pm
11pm
2am
Time watched by hour, LATAM Q2 2012
CHINA JAPAN MALAYSIA SINGAPORE
0%
3%
4.5%
1.5%
6%
7.5%
10.5%
9%
5am
8am
11am
2pm
5pm
8pm
11pm
2am
Time watched by hour, Asia Q2 2012
CANADA GREAT BRITAIN UNITED STATES
0%
3%
4.5%
1.5%
6%
7.5%
10.5%
9%
5am
8am
11am
2pm
5pm
8pm
11pm
2am
Time watched by hour, Canada, US, Great Britain Q2 2012
European engagement metrics reveal how viewing patterns vary from country to country. Most countries follow the same general engagement pattern across all devices. (The exception is Austria, where viewing begins earlier and drops off sharply in the evenings.)
Data from several Latin American countries reveals very different engagement curves over the course of a day. Venezuela and the Dominican Republic show strong viewing spikes during midday, while Mexico and Colombia peak in the afternoon and evening.
Online video analytics show how viewers consume content and let media publishers spot patterns and make better publishing decisions. Based on this viewing data, Malaysians may never sleep.
We see similar engagement curves in Canada, Great Britain and the United States. Across all devices, people watch the most online video in the evenings between 7 and 10 PM.
9Q2 2012 GLOBAL VIDEO INDEX REPORT
the BottoM line
Companies like YouTube,
ESPN, Bloomberg, and Netflix
are creating a TV-like experience
online with continuous
video playback.
These longer viewing sessions
are more valuable to content
publishers because pre-rolls
can now be treated as mid-roll
ad breaks between videos.
Viewer Behavior and Engagement by DevicetaBletSThe total share of time spent watching long-form content like TV shows and movies on tablets grew nearly 50% last quarter. Two-thirds of the videos viewed on tablets in Q2 were longer than 10 minutes, compared to about half the total videos in Q1. People spend more time watching long-form video on their tablets than on any other connected screen (except for connected TVs and gaming consoles).
SMaRt PhoneSVideos longer than 10 minutes made up almost half of the total time spent watching video on smart phones last quarter. The time spent watching long-form video content on phones grew 17 percent in a single quarter, moving from 41% in Q1 to 48% in Q2.
PCsLong-form video content made up 62% of the total time spent watching streaming video on PCs in Q2 2012.
The percent of time spent watching long-form video on PCs grew 15% in a single quarter—increasing from 54% in Q1 to 62% in Q2 2012.
ConneCted tv & gaMing ConSole video vieWingBig screens are for big content. Viewers spent 93% of their time watching long-form content like movies and TV shows on smart TVs, set-top-boxes and gaming consoles —up from 88% in Q1.
Time watched by video length and device (minutes) Q2 2012>10 min 6-10 min 3-6 min 1-3 min <1 min
0%
25%
50%
75%
100%
Desktop Mobile Tablet CTV & GC
0%
25%
50%
75%
100%
TIME WATCHED BY VIDEO LENGTH AND DEVICE Q1 2012
< 1 min1 to 3 min3 to 6 min6 to 10 min> 10 min
% o
f All
Hou
rs W
atch
ed
Viewer Behavior and Engagement by Device
10Q2 2012 GLOBAL VIDEO INDEX REPORT
going MoBileThe share of time spent watching video on mobile phones and tablets continues to grow quickly. The overall share of mobile video plays jumped 36% last quarter, while tablet video’s share of time watched increased by 72%. Together, the overall share of time spent watching video on mobile devices and tablets increased 64% in Q2 2012.
Share of time watched: mobile + tablet video Q2 2012
5%
4%
3%
2%
1%
0%
April 1st
April 22nd
May 13
June 3June 2
4
Share of time watched: mobile video, tablet video Q2 2012
3%
2%
1%
0%
April 1st
April 22nd
May 13
June 3June 2
4
MOBILE TABLET
11Q2 2012 GLOBAL VIDEO INDEX REPORT
the BottoM line
The most successful media
publishers execute flawless
iOS tablet strategies, including
video apps, live tablet video
publishing, and highly social
video integration. Some of the
best examples of iPad video apps
include:
PAC-12 Now
by PAC-12 Networks
TED by TED Conferences
Conan O’Brien Presents:
Team Coco by TBS
Viewer Engagement: Leaning BackAmong all online viewers, tablet and connected TV owners were the most engaged in Q2, watching more content for longer periods of time. The lack of keyboards and mice brings a lean-back mentality to tablets, set-top-boxes and gaming consoles. Viewers tend to watch more of a given video than those watching on a PC or mobile phone.
taBlet tiMe PeR Play juMPed 19% in the SeCond QuaRteR of 2012The iPad dominates tablet video viewing. Unlike mobile phones, the iPad’s form factor allows viewers to sit down and lean back when they watch video, resulting in higher engagement. The iPad’s integration with iTunes also simplifies media acquisition and contributes to the rise of long-form content viewing.
Our data shows that most publishers are under-monetizing their content on tablets. More aggressive tablet video monetization strategies such as mid-roll support, and HTML5 support with HTML5 analytics tracking, will lead to higher revenues without risking viewer abandonment.
ott goeS longConnected TV & gaming console viewers spent more time watching streaming media than any other device category. Driven by the living-room environment and growing availability of TV shows and movies online, viewers streaming OTT video watched an average of 14 minutes per play.
Time per play: desktop, mobile, tablet (seconds) Q2 2012
250
200
100
150
50
April 1st
April 22nd
May 13
June 3June 2
4
MOBILEDESKTOP TABLET
Time per play: desktop, mobile, tablet, CTV & GC (seconds) Q2 2012
600
450
150
300
050
100
200250
April 1st
April 22nd
May 13
June 3June 2
4
MOBILEDESKTOP TABLET CTV & GC
Viewer Engagement: Leaning Back
12Q2 2012 GLOBAL VIDEO INDEX REPORT
75% completion rate by device Q2 2012MOBILEDESKTOP TABLET
75%
65%
55%
45%
35%
25%
April 1st
April 22nd
May 13
June 3June 2
4
Engagement by device Q2 2012
Desktop Mobile Tablet CTV & GC0%
20%
40%
60%
80%
COMPLETED 25% COMPLETED 50% COMPLETED 75% COMPLETED 100%
Average time per play (minutes) Q2 2012
Desktop Mobile Tablet CTV & GC0
15
12
9
6
3
Playthrough by device Q2 2012
Desktop Mobile Tablet CTV & GC0%
20%
40%
60%
80%
<1 1-3 3-6 6-10 >10
Whether the content is one or 20 minutes long, the same general engagement patterns emerge across all devices. Tablet and connected TV viewers watch more than viewers who watch on other devices.
Armed with the right viewer engagement metrics, media companies can target certain devices in discrete ways to reach more viewers and drive more revenue from online video.
Video publishers, broadcasters and operators need to develop apps for connected TVs, gaming consoles and tablets. Not only will more people will be able to watch your content, when they do watch, they will be much more engaged than mobile and desktop viewers.
13Q2 2012 GLOBAL VIDEO INDEX REPORT
the BottoM line
People watching breaking news,
sports, and other live content
are more engaged across all
devices. This allows publishers
to monetize live video content
more effectively on all connected
screens.
Live Video On the RiseThe share of time spent watching live video on tablets increased dramatically last quarter. From sports and live news to special events, more people are engaging with live content online.
The share of time spent watching live video on tablets and mobile devices increased 123% in Q2. But live content is attractive to viewers across all devices. PC viewers tuned in to live videos for an average of 33 minutes in Q2, compared with VOD PC engagement rates of 2 minutes, 50 seconds.
Time per live video play by device, month (minutes) Q2 2012
April May June0
30
20
10
40
50
60
MOBILEDESKTOP TABLET CTV & GC
Turning Information Into Insights
Ooyala helps leading media companies gain data-driven insights into their content. We leverage this data to deliver the right content to the right screen at the right time.
Our Big Data and real-time video analytics offer video publishers and content owners the ability to understand their viewers like never before.
But it is not enough to collect huge amounts of data and assume your job is done. The key to Big Data and its real value lies in transforming oceans of information into valuable, useful insights.
When you understand when, why and how your viewers watch, you can publish more engaging content and earn more money with online video.
The result is a more personalized, profitable media experience that benefits both viewers and content publishers alike.
That is the power of real-time video analytics.
15Q2 2012 GLOBAL VIDEO INDEX REPORT
Appendixdata taBleS
Red State/Blue State Time Watched by Hour of Day Time Watched by Hour of Day (Europe)State Color Normalized Plays/PersonAlabama red 0.32Alaska red 0.46Arizona red 0.62Arkansas red 0.43California blue 0.68Colorado blue 0.82Connecticut blue 0.71Delaware blue 0.33Florida blue 0.56Georgia red 0.86Hawaii blue 0.66Idaho red 0.27Illinois blue 0.81Indiana blue 0.47Iowa blue 0.51Kansas red 0.42Kentucky red 0.21Louisiana red 0.50Maine blue 0.47Maryland blue 0.54Massachusetts blue 1.0Michigan blue 0.52Minnesota blue 0.63Mississippi red 0.18Missouri red 0.65Montana red 0.39Nebraska red 0.58Nevada blue 0.58New Hampshire blue 0.56New Jersey blue 0.76New Mexico red 0.28New York blue 0.86North Carolina blue 0.53North Dakota red 0.25Ohio blue 0.60Oklahoma red 0.46Oregon blue 0.61Pennsylvania blue 0.67Rhode Island blue 0.92South Carolina red 0.37South Dakota red 0.47Tennessee red 0.45Texas red 0.59Utah red 0.85Vermont blue 0.46Virginia blue 0.78Washington blue 0.69West Virginia red 0.23Wisconsin blue 0.52Wyoming red 0.44
Hour of Day United States EMEA APAC LATAM56789101112131415161718192021222301234
1.2% 0.9% 2.0% 0.6%1.7% 1.1% 2.5% 0.9%2.8% 1.7% 3.5% 1.7%3.8% 2.7% 4.3% 2.8%4.6% 3.6% 5.6% 4.0%5.0% 4.3% 5.3% 4.6%5.3% 4.7% 5.1% 5.4%5.4% 4.8% 4.6% 5.7%5.4% 5.0% 4.6% 5.8%5.5% 5.0% 4.7% 5.8%5.4% 5.1% 4.7% 5.7%5.3% 5.3% 4.6% 5.6%5.3% 5.6% 4.6% 5.7%5.3% 5.7% 4.5% 6.0%5.3% 6.0% 4.3% 6.5%5.4% 6.4% 4.6% 6.8%5.6% 6.7% 4.8% 6.1%5.7% 6.7% 4.9% 5.9%5.0% 6.1% 5.2% 5.3%3.7% 4.7% 5.1% 3.7%2.7% 3.4% 3.9% 2.3%1.9% 2.3% 2.7% 1.5%1.4% 1.5% 2.1% 1.0%1.2% 1.0% 1.9% 0.7%
Hr of Day Austria Germany Spain Italy Netherlands56789101112131415161718192021222301234
0.8% 0.8% 1.1% 0.7% 0.7%1.6% 0.9% 1.0% 0.9% 0.8%3.2% 1.3% 1.2% 1.3% 1.3%4.8% 2.1% 1.8% 1.9% 2.1%5.7% 3.1% 2.6% 2.7% 2.9%6.3% 4.0% 3.4% 3.4% 3.8%6.2% 4.7% 4.3% 4.1% 4.4%5.5% 5.2% 4.7% 4.5% 5.2%5.5% 6.2% 4.9% 4.9% 5.2%5.4% 5.9% 4.7% 5.7% 5.4%5.5% 5.4% 4.6% 5.9% 5.0%5.6% 5.4% 5.4% 5.9% 5.0%5.9% 5.7% 5.6% 6.2% 4.8%5.3% 5.6% 6.3% 6.3% 5.6%5.0% 6.0% 6.3% 6.2% 6.1%5.3% 6.4% 6.5% 6.1% 6.6%5.6% 6.9% 6.4% 6.5% 7.0%5.1% 7.0% 6.0% 6.9% 7.4%3.9% 6.1% 6.1% 6.5% 6.7%2.7% 4.4% 5.7% 5.1% 5.4%1.8% 2.9% 4.3% 3.7% 3.5%1.3% 1.9% 3.3% 2.4% 2.3%1.0% 1.3% 2.5% 1.5% 1.5%0.8% 0.9% 1.4% 1.0% 1.0%
Appendix: Data Tables
16Q2 2012 GLOBAL VIDEO INDEX REPORT
Time Watched by Hour of Day (Asia) Time Watched by Hour of Day (LATAM) Time Watched by Hour of Day (US/UK/Canada)
Hour of Day China Japan Malaysia Singapore56789101112131415161718192021222301234
2.1% 1.6% 3.2% 1.7%2.7% 2.1% 3.0% 2.6%3.6% 2.9% 3.2% 4.3%5.6% 3.7% 3.2% 4.6%8.8% 5.8% 3.7% 6.0%5.8% 6.1% 3.9% 5.9%5.3% 5.7% 4.1% 6.3%5.0% 5.2% 3.8% 5.5%4.6% 4.8% 3.7% 4.8%4.3% 4.9% 4.1% 4.8%4.2% 4.7% 4.2% 4.9%4.2% 4.9% 4.3% 4.3%4.4% 5.0% 4.3% 4.2%4.9% 4.7% 4.4% 4.1%4.4% 4.6% 4.3% 3.9%4.6% 4.9% 4.7% 4.4%4.3% 5.5% 4.8% 4.4%4.1% 5.4% 5.1% 4.7%3.8% 5.1% 5.4% 5.0%3.6% 4.1% 5.3% 4.3%3.2% 3.2% 5.0% 3.5%2.6% 2.0% 4.7% 2.5%1.9% 1.6% 4.2% 1.8%2.0% 1.4% 3.6% 1.6%
Hr of Day Colombia Dominican Republic
Mexico Venezuela
56789101112131415161718192021222301234
0.6% 1.4% 0.6% 1.0%0.9% 1.9% 0.8% 1.6%1.8% 2.9% 1.5% 2.5%2.9% 4.4% 2.6% 3.5%4.0% 5.1% 4.2% 4.4%4.6% 6.2% 5.0% 5.4%5.4% 8.2% 5.7% 8.6%5.7% 9.1% 5.4% 10.1%6.0% 6.2% 5.3% 6.9%6.1% 4.8% 4.8% 4.7%5.9% 4.2% 4.6% 4.7%5.7% 4.1% 4.6% 4.2%5.7% 4.8% 5.3% 4.4%5.8% 5.4% 6.7% 4.4%6.4% 4.5% 7.7% 5.5%6.7% 4.0% 7.3% 6.2%6.1% 4.0% 6.6% 5.9%5.9% 4.2% 5.6% 4.7%5.2% 3.8% 5.2% 3.5%3.6% 2.7% 4.0% 2.4%2.2% 2.8% 2.5% 2.0%1.3% 2.3% 1.8% 1.5%0.9% 1.7% 1.2% 1.0%0.6% 1.2% 0.8% 0.8%
Hour of Day Canada Great Britain United States56789101112131415161718192021222301234
1.2% 0.9% 1.2%1.5% 1.0% 1.7%2.3% 1.5% 2.8%3.3% 2.4% 3.8%4.1% 3.2% 4.6%4.6% 3.9% 5.0%4.7% 4.2% 5.3%4.8% 4.4% 5.4%4.7% 4.4% 5.4%4.8% 4.3% 5.5%4.9% 4.8% 5.4%5.0% 5.2% 5.3%5.3% 5.4% 5.3%5.4% 5.7% 5.3%5.7% 6.3% 5.3%6.0% 6.9% 5.4%6.3% 7.3% 5.6%6.3% 7.3% 5.7%5.8% 6.6% 5.0%4.5% 5.2% 3.7%3.3% 3.9% 2.7%2.3% 2.6% 1.9%1.7% 1.6% 1.4%1.3% 1.1% 1.2%
Appendix: Data Tables
17Q2 2012 GLOBAL VIDEO INDEX REPORT
Time Watched by Video Length and Device, Q2 2012 Share of Time Watched: Mobile + Tablet Video Share of Time Watched: Mobile Video, Tablet Video
Time Watched by Video Length and Device, Q1 2012
Video Length Desktop Mobile Tablet CTV&GC<1 min1 - 3 min3 - 6 min6 - 10 min>10 min
3% 4% 3% 0%15% 23% 15% 2%15% 19% 10% 2%6% 6% 5% 3%
62% 48% 67% 93%
Week of Share Tablet + Mobile
Apr 1, 2012Apr 8, 2012Apr 15, 2012Apr 22, 2012Apr 29, 2012May 6, 2012May 13, 2012May 20, 2012May 27, 2012Jun 3, 2012Jun 10, 2012Jun 17, 2012Jun 24, 2012
2.96%3.54%3.35%3.28%3.57%3.74%3.55%3.84%4.05%4.03%4.09%4.45%4.86%
Video Length Desktop Mobile Tablet CTV&GC< 1 min1 - 3 min3 - 6 min6 - 10 min> 10 min
4% 4% 4% 0%19% 29% 24% 3%15% 18% 17% 3%7% 8% 9% 5%
54% 41% 46% 88%
Week of Share Mobile Share TabletApr 1, 2012Apr 8, 2012Apr 15, 2012Apr 22, 2012Apr 29, 2012May 6, 2012May 13, 2012May 20, 2012May 27, 2012Jun 3, 2012Jun 10, 2012Jun 17, 2012Jun 24, 2012
1.5% 1.5%1.7% 1.9%1.7% 1.7%1.6% 1.7%1.7% 1.9%1.7% 2.0%1.7% 1.9%1.7% 2.1%1.7% 2.3%1.7% 2.3%1.8% 2.3%2.0% 2.5%2.3% 2.6%
Appendix: Data Tables
18Q2 2012 GLOBAL VIDEO INDEX REPORT
Time Per Play, Desktop, Mobile, Tablet
Time Per Live Video Play by Device, Month (Minutes)
Minutes per Play Engagement by Device Playthrough by Device by Length
Time Per Play, Desktop, Mobile, Tablet, CTV&GC 75% Completion Rate by Device
Week of Desktop Mobile TabletApr 1, 2012Apr 8, 2012Apr 15, 2012Apr 22, 2012Apr 29, 2012May 6, 2012May 13, 2012May 20, 2012May 27, 2012Jun 3, 2012Jun 10, 2012Jun 17, 2012Jun 24, 2012
123 124 172130 118 180128 105 177128 100 169131 109 183133 107 188147 108 184156 118 204156 116 215159 124 211150 112 207157 118 214146 106 205
Desktop Mobile Tablet CTV&GCAprilMayJune
33 15 26 4937 15 26 5529 13 20 44
Week of Desktop Mobile Tablet CTV&GCApr 1, 2012Apr 8, 2012Apr 15, 2012Apr 22, 2012Apr 29, 2012May 6, 2012May 13, 2012May 20, 2012May 27, 2012Jun 3, 2012Jun 10, 2012Jun 17, 2012Jun 24, 2012
123 124 172 555130 118 180 558128 105 177 519128 100 169 529131 109 183 499133 107 188 555147 108 184 598156 118 204 596156 116 215 579159 124 211 494150 112 207 526157 118 214 599146 106 205 537
Week of Desktop Mobile TabletApr 1, 2012Apr 8, 2012Apr 15, 2012Apr 22, 2012Apr 29, 2012May 6, 2012May 13, 2012May 20, 2012May 27, 2012Jun 3, 2012Jun 10, 2012Jun 17, 2012Jun 24, 2012
44% 38% 53%46% 41% 54%45% 34% 54%48% 37% 52%49% 39% 55%51% 38% 57%49% 39% 56%48% 41% 57%46% 40% 55%47% 40% 57%48% 39% 56%48% 39% 56%46% 38% 56%
Minutes Per PlayDesktopMobileTabletCTV&GC
2.841.874.1014.2
Desktop Mobile Tablet CTV&GC
Engagement 25% Completion
Engagement 50% Completion
Engagement 75% Completion
Engagement 100% Completion
59% 52% 71% 65%
52% 44% 63% 60%
47% 39% 55% 55%
40% 29% 43% 46%
Desktop Mobile Tablet CTV&GC<1 min1 - 3 min3 - 6 min6 - 10 min>10 min
63% 55% 75% 76%47% 46% 62% 74%28% 24% 50% 52%36% 29% 45% 61%28% 22% 39% 37%
Appendix: Methodology
19Q2 2012 GLOBAL VIDEO INDEX REPORT
Methodology
DATA SOURCES & SAMPLE SIZE
The data sample used in this report covers the second quarter of 2012, from April 1 through June 30. All data was taken from an anonymous cross-section of Ooyala’s global customer and partner database—an array of broadcasters, studios, cable operators, print publications, online media companies and consumer brands.
These firms broadcast video to over 130 different countries from more than 6,000 unique domains. Nearly 200 million unique viewers watch an Ooyala-powered video every month.
This data sample is not intended to represent the entire Internet, or all online video viewers.
DATA COLLECTION
Ooyala’s video analytics technology collects all anonymized video data in real time. During playback, Ooyala’s video player gathers information continuously and relays it to an analytics module, which then stores the data in a distributed file system, Hadoop. Viewer statistics are then compiled and stored in a Cassandra data cluster, where the information is made readily available for analysis
ANALYSIS & METRICS
Ooyala’s video analytics module tracks a range of standard variables, such as:
Displays, plays and time watched
Viewer engagement and video completion rates
Sharing by social network
Geography (region, state, city, Designated Marketing Areas)
Device type (mobile, desktop, tablet, connected TV devices & game consoles)
Operating system (Windows, Android, iOS)
Browser (Safari, Chrome, Firefox, Internet Explorer)
Appendix: Glossary/Disclaimers & Assumptions
20Q2 2012 GLOBAL VIDEO INDEX REPORT
gloSSaRy
CONVERSION RATE: The ratio of plays to displays. 10 displays with 1 play is a conversion rate of 10%.
COMPLETION RATE: The rate at which viewers watch a specified portion of a given video. Sometimes used interchangeably with “play-through rate.”
DISPLAY: Each (and any) time a video is loaded in a browser and displayed to the viewer
MOBILE DEVICES: All smart phones, including iOS, Android, Blackberry, and others.
VIDEO PLAY: Each time a video starts playing.
CONNECTED TV DEVICES & GAMING CONSOLES: Set-top boxes and OTT devices, including Wii, Playstation, Boxee, Roku, Xbox and Google TV.
TABLETS: All media tablets, including iOS and Android.
diSClaiMeRS & aSSuMPtionS
Data is not aggregated across all videos or providers for vertical data, and only publishers with a meaningful amount of videos watched are included. Publishers with incomplete data for Q2 have been excluded.
When selecting items for inclusion in the report, Ooyala’s data science team selected metrics that were clear and meaningful. Granular measures were broken down along many categories, which resulted in a large amount of data. Rather than reporting all of this data, the Ooyala team chose to highlight those measures that give a good impression for the data set as a whole.