Ooyala global-video-index-q2-2012

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.

http://www.ooyala.com/online-video-index


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


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


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


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.


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


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


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


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.


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.


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


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%



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%



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




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


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


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.

Ooyala global-video-index-q2-2012

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