Ooyala Online Video Index Report Q3 2011

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VIDEOMIND VIDEO INDEX REPORT

METHODOLOGY.......................................................................5

Data sources & sample size ....................................................... 5

Data collection............................................................................ 5Analysis & metrics ...................................................................... 5

VIEWER BEHAVIOR & ENGAGEMENT ....................................6

Device type: Mobile, tablet,

connected TV devices and game consoles ................................ 7

Content length ............................................................................ 8

Day of week: Desktop & Connected TV Devices ........................9

Social media & video sharing ................................................... 10

MULTI-DEVICE VIDEO DELIVERY......................................... 11

Mobile ....................................................................................... 12Tablets ...................................................................................... 13

iOS vs. Android ........................................................................ 14

Connected TV devices and game consoles ............................. 15

INDUSTRY VERTICALS .......................................................... 16

Television .................................................................................. 18

Print .......................................................................................... 20

Online Media ............................................................................ 21

Consumer Brands ....................................................................22

APPENDIX...............................................................................23

Glossary ...................................................................................23

Metrics & definitions .................................................................23

Caveats, disclaimers, & assumptions .......................................24

TABLE OF CONTENTS


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EXECUTIVE SUMMARY

Ooyalas technology helps media companies and marketers around the globe manage,

monetize, deliver and analyze their videos across a variety of platforms and devices. The

information generated each day provides Big Data insights into global viewer engagement,

multi-device viewing, content discovery, sharing via social media, and hundreds of other trendsand variables.

This new report marks the first time Ooyala has offered a quarterly overview of the state of

online video. The data set is vast: Ooyala handles more than 1 billion analytics pings per day,

which reflect the anonymized viewing behavior of over 100 million monthly global unique users.

Ooyala distills this data to help publishers make better decisions on how to tap new markets,

grow audiences and increase revenue. (Details on data and methodology can be found later in

this report.)

Key findings:

Tablets dominated viewer engagement across all videos played in Q3. Viewers with

tablets averaged nearly 30 percent more viewing time per play than those who watched

on desktopsand completed videos at double the desktop rate.

. Video plays tripled in Q3 alone.

. For videos more than 10 minutes

long, viewers using connected TV devices and game consoles were more than twice as likely

to complete a video than viewers on desktops.

when it comes to sharing

video. Facebook is 17 times more popular than Twitter in Italy, for instance, but the two social

media sites are on par in Japan.

accounting for 97 percent

of all tablet video plays.


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A MESSAGE FROM OOYALA

Ooyala was founded to help companies personalize their consumer media experience and

increase reach, engagement, revenue and consumer satisfaction. To achieve this mission, weve

invested heavily to build a truly robust and scalable real-time video analytics system. Weve alsogone to great lengths to anonymize our user viewership data to protect user privacy.

The VideoMind Video Index report is designed to help publishers give consumers a better video

experience. We recently launched a new quantitative analysis team, led by a PhD in physics

and applied mathematics, to work with our publishers and help them improve their online video

strategies.

Among the slew of interesting Big Data findings outlined in this report, I found the following

trends particularly telling.

First, viewers love their tablets and continue to warm up to their connected TV devices and

game consoles. Averaged across all plays in Q3, they were more engaged when watching on

tablets than on any other device. When looking just at long-form videos, viewers who watchedon connected TV devices and game consoles were most engaged, followed closely by (you

guessed it) tablet viewers.

Second, a number of clues suggest that viewers are turning to social media to share video

content. Our data indicates that Facebook is far and away the most popular way to share video.

The full promise of Social TV has yet to be realized, but we see strong signals that viewers

increasingly prefer to engage social media and video content together.

The final observationand perhaps the most obviousis that people are watching more

and more online video. Simply put, were in the midst of a fundamental shift in how people

everywhere watch TV, film and video content. And I think this trend validates much of what we

believed when we set out, nearly five years ago, to build the future of personalized media: thatviewers want to watch what they want, when they want, and on whatever device they want. New

challenges exist for video publishers, but potential audiences have never been bigger.

We hope you find this report interesting and useful. If you have thoughts on how future editions

might be improved, please send your ideas to [email protected]. We look forward to

hearing from you.

Thanks for watching,

Co-founder & President of Products, Ooyala
mailto:videoindex%40ooyala.com?subject=mailto:videoindex%40ooyala.com?subject=


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VIEWER BEHAVIOR & ENGAGEMENT

7VIDEOMIND VIDEO INDEX REPORT

DEVICE TYPE: MOBILE, TABLET,

CONNECTED TV DEVICES AND GAME CONSOLES

As a general rule, device type heavily influences viewer engagement. In Q3, tablet

viewers were the most engaged, while desktop and laptop viewers were relatively

less engaged. For each desktop viewer who completed a video in Q3, for instance,

2+ viewers did the same while watching on a tablet. Across all plays, the video

completion rate for mobile devices was slightly higher than that for connected TV

devices and game consoles.

Viewer Engagement: By Device Q3, 2011

Desktop

Mobile

Tablet

Connected TV Devices

and Game Consoles

40%

Watched 1/4 Watched half Watched 3/4 Completed video

%o

faudience

0%

20%

60%

80%

VIDEOMINDVideo Index
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CONTENT LENGTH

Q3 data suggests that viewers

are turning to their tablets, mobile

devices and especially their

connected TV devices and gameconsoles to watch medium- and

long-form videos. Desktops or

laptops are far more likely to be

used to watch short clips. Videos

shorter than three minutes, for

instance, accounted for more

than half (52 percent) of the hours

of content viewed on desktops.

That same measure is 42 percent

for mobile devices, 29 percent

for tablets and just 6 percent for

connected TV devices and game

consoles.

By contrast, longer-form videos

represent a bigger share of the

hours played on non-desktop

devices. Videos 10 minutes or

longer accounted for 30 percent

of the hours watched on mobile

devices, 42 percent on tablets and

nearly 75 percent on connected

TV devices and game consoles.

Notably, videos shorter than a

minute were just 7 percent of the

total hours watched on tabletsand 2.2 percent for connected TV

devices and game consoles.

The data indicates that viewers

who watch on connected TV

devices and game consoles

complete longer-form content at

a higher rate than viewers who

watch on any other device.

Avg. Content Length & Device Type, Q3, 2011

10+ min

6-10 min

3-6 min

1-3 min

< 1 min

Desktop Mobile Tablet Connected TV Devices

and Game Consoles

%o

ftotalhourswatched

0%

25%

50%

75%

100%


Viewer Engagement on Videos Longer than 10 min Q3, 201

Desktop Mobile Tablet Connected TV Devices and Game Consoles

%o

faudiencetha

twatched3/4

0%

10%

20%

30%

40%

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SOCIAL MEDIA & VIDEO SHARING

Ooyalas video player makes content sharing easy, and our analytics module tracks

sharing events to help publishers learn how viewers are engaging with their content.

The aggregated data reveal how viewers around the world use social media and video

together. A snapshot of Ooyalas top 20 countries in terms of sharing activity in Q3

can be seen below.

Generally speaking, Facebook is a more popular means of sharing video than

Twitterbut that margin varies widely depending on region. In Japan, for instance,

theres approximately a 1:1 ratio between Facebook and Twitter sharing. By contrast,

in Italy, sharing on Facebook is 17 times more popular than on Twitter.

Social Media & Online Video: Facebook vs. Twitter Q3, 2011

# Videos shared on Facebook for every 1 video shared via Twitter

0 5 10 15 20

Taiwan

Italy

Australia

Philippines

France

India

United States

Spain

Canada

Germany

Mexico

United Kingdom

Brazil

Argentina

ColombiaNetherlands

Singapore

Venezuela

South Korea

Japan

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MULTI-DEVICE VIDEO DELIVERY


iOS vs. Android

Together, iOS and Android devices

account for more than 90 percent

of the video hours played on tablets

and mobile devices across Ooyalas

database. iPads were responsible for

the vast majority of video played on

a tablet in Q3, accounting for 99.4

percent of displays, 97.7 percent of

total plays and 95.7 percent of total

hours streamed.

That noted, in Q3 the average

conversion rate for Android mobile

devices (45 percent) was considerably

higher than that of iPhones (22

percent). The average conversionrate for videos on Android tablets

(47 percent) was likewise higher than

the comparable figure for iPads (13

percent).

% of total displays, Q3, 2011

iPhone

Android mobile

Mobile: Other

7%

21.2%

71.8%


% of total plays, Q3, 2011

iPhone

Android mobile

Mobile: Other

7%

36.8%

56.2%


% of total hours played, Q3, 201

iPhone

Android mobile

Mobile: Other

44.4%

6.5%

49.1%

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Data are not aggregated across all videos or providers for vertical data, and only publishers with a meaningful amount

of videos watched are included. Some publishers do not fall into any of our four verticals, however these publishers

are included in global statistics. Publishers with incomplete data across the third quarter (for instance newly added

publishers) have been excluded.

When selecting items for inclusion in the report, Ooyalas data science team selected metrics that were clear and

meaningful. Because granular measures were broken down along many categories, a large amount of data resulted.

Rather than reporting all of this data, the Ooyala team chose to highlight those measures that give a good impression forthe data set as a whole.

Consider viewer engagement, which can be measured in many ways. First, one could measure consider the rate

at which a displayed video starts playing (conversion rate). Next, one could look at the chance a video was played

25 percent of the way through. Video completion rates of 75 and 100 percent might also provide useful insights. By

including granular results, the report offers display information that is easy to understand.

Alternatively, it would have been possible to construct just a single measure of engagement out of all the ones

mentioned above: e.g., conversion rate x video completion rate. This would have given a simpler result that could be

displayed in a single graph at the cost of being more convoluted.

CAVEATS, DISCLAIMERS, & ASSUMPTIONS

CAVEATS, DISCLAIMERS, &ASSUMPTIONS

Ooyala Online Video Index Report Q3 2011

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Transcript of Ooyala Online Video Index Report Q3 2011