GLOBAL
VIDEO INDEXQ3 2012
Table of ContentsABOUT OOYALA’S GLOBAL VIDEO INDEX ............................. 3
EXECUTIVE SUMMARY ........................................................ 4
GOING LONG: LONG-FORM VIDEO ...................................... 5
TABLET AND MOBILE VIDEO ................................................ 7
LIVE VIDEO VIEWING ........................................................... 8
VIEWER BEhAVIOR AND ENGAGEMENT BY DEVICE ............ 10
TURNING INFORMATION INTO INSIGhTS ............................ 11
APPENDIX ........................................................................ 12
About Ooyala’s Global Video Index
Ooyala measures the anonymized viewing habits of nearly 200 million unique viewers in 130 countries every month. We process billions of video analytics events each day. Our market-leading video analytics help media companies and consumer brands grow their audiences and earn more money from mobile, multi-screen broadcasting.
Ooyala works with TV networks, cable and satellite providers, movie studios and online media companies to put premium video content on tablets, smart phones, smart TVs
and PCs all over the world.
About Ooyala Video Publishers
Ooyala works with hundreds of forward-thinking video publishers, operators and aggregators around the globe, including Miramax, ESPN, Bloomberg, PAC-12 Network, Caracol TV, CJ Entertainment, and Yahoo! Japan.
This report reflects the anonymized online video metrics of these publishers. It does not reflect the online video consumption patterns of the Internet as a whole. But the size of the Ooyala video footprint, along with the variety of our customers, means this report offers a statistically representative view
of the overall state of online video.
Executive SummaryA lot happened in the world of video during
the third quarter of 2012. Olympic fever took
over London (and the world), the iPad 3 was
released in China, and the US election picked
up steam.
Q3 also saw the launch of the PAC-12
Networks (powered by Ooyala), an event that
raised the bar for digital sports broadcasting.
The industry also saw the emergence of new
mid-form content like Jerry Seinfeld’s web
series, “Comedians in Cars Getting Coffee,”
demonstrating the viability of content that
moves directly from creator to consumer.
GOING LONGPeople continue to spend more time with long-form, premium video content, and are watching more movies, sports, and TV shows online.
Tablet owners spent 71% of their total tablet video viewing time watching videos 10 minutes or longer.
30% of total tablet viewing time was spent watching content over an hour long.
TabLET & MObILE VIDEOTablet and mobile video are still gaining traction as more viewers tune in on their smart phones, iPads and Android tablets.
The overall share of tablet video viewing grew 90% in the past two quarters.
COMING aT YOu LIVELive streaming video continues to engage connected audiences across all device types.
The amount of time users spent watching live video on gaming consoles more than doubled in Q3.
Desktop viewers tuned into live video for an average of 40 minutes.
5Q3 2012 GLOBAL VIDEO INDEX
Percent of Long Form Video Views by Device Q1, Q2, Q3 2012Q1 2012 Q2 2012 Q3 2012
0%
25%
50%
75%
100%
Desktop Mobile Tablet CTV&GC
Going Long: Long-Form VideoTV is no longer a single screen in the living room. Viewers today are watching long-form premium content on a variety of connected devices. Tablets are quickly becoming the “first screen” people turn to when streaming TV shows, movies and sporting events. This is true in developing markets, and even in households with traditional televisions.
OOYaLa DaTa frOM Q3 rEVEaLs: Viewers who watch videos on their smart phones
spent nearly half their time watching premium, long-form content (defined here as videos over 10 minutes long).
Long-form content accounted for 71% of all the time people spent watching tablet video last quarter. 30% of all time spent watching video on tablets was with content over an hour long.
Viewers who watched video over-the-top via connected TVs and gaming consoles (CTV & GC) spent 94% of their time watching videos 10+ minutes long.
42% of the total time spent watching video on CTV & GCs was with content running between 30 and 60 minutes. Videos with 60+ minute running times accounted for 41% of total viewing time on CTV & GCs.
THE bOTTOM LINE
As consumers gain more control
over how and when they view
their content, publishers must
develop a more personalized
and holistic view of video
monetization. It is no longer
optimal to think of video ads in
terms of single clicks and views,
especially with long-form content.
Sophisticated analytics systems
can help publishers optimize ad
or paywall strategies based on a
deeper definition of engagement
that includes personal viewing
habits, time of day, viewing
device, and signals from a
viewer’s social graph.
In Q3, tablet video viewers
spent 71% of their time
watching long-form content
like movies and TV shows—
up from 46% in Q1.
Since the start of 2012,
tablet video viewers are
watching 54% more
long-form content.
Going Long: Long-Form Video
6Q3 2012 GLOBAL VIDEO INDEX
< 10 min 10 to 30 min
30 to 60 min > 60 min
0%
25%
50%
75%
100%
% o
f A
ll H
ours
Wat
ched
Mobile Tablet CTV&GCDesktop
Long-Form Viewing By Device Q3 2012
For long-form premium content, there’s no such thing as “online video” anymore. The definition of TV has changed to include any premium content viewed on an increasing number of connected screens. Monetization strategies must adapt to this new reality.
< 1 min 1 to 3 min
>10 min
3 to 6 min
Time Watched by Video Length and Device Q3 2012
6 to10 min
% o
f A
ll H
ours
Wat
ched
0%
25%
50%
75%
100%
Mobile Tablet CTV&GCDesktop
30% of the total time spent
watching tablet video was with
content 30-60 minutes long.
Nearly 20% of total desktop viewing time
was spent watching content that ran
60+ minutes.
7Q3 2012 GLOBAL VIDEO INDEX
THE bOTTOM LINE
Video publishers who use multi-
screen ad strategies can now
monetize their mobile content
with higher ad loads.
Pre-rolls are not always best,
especially on mobile screens.
HLS offers mid-roll ad delivery
on iOS devices and connected
TVs—a greenfield opportunity
for publishers looking to boost
server-side ad insertion.
Expect to see more geo-local
mobile ads like this summer’s
Chevy Volt video campaign
that targeted mobile Hulu Plus
viewers (and directed them to
their nearest Chevy dealer based
on their location).
As more viewers begin to use
multi-device continuous play in
the coming quarters —moving
content from a TV to a phone
or a tablet—there will be more
opportunities for cross-device
video advertising.
Tablet and Mobile VideoWe previously reported in our Q1 Video Index that after the new iPad was released in March 2012, tablet viewing jumped 26%. Since that time, the overall share of tablet video viewing has grown 90%.
The share of mobile video viewing grew 39% in the past six months. Taken together, the share of time spent watching tablet and mobile video jumped 64% in Q2 and Q3.
Mobile Tablet Tablet + Mobile
Share of Overall Video Plays: Tablet, Mobile Q2, Q3 2012
Sha
re o
f ti
me
wat
ched
0%
1%
2%
3%
4%
5%
6%
April May June July August Sept
8Q3 2012 GLOBAL VIDEO INDEX
Live Video ViewingOoyala’s data shows that viewer engagement with live content like sports and special events was much stronger than VOD viewing times on the same devices.
THE bOTTOM LINE
Live video + big screens = more
viewer engagement and more
chances to monetize premium
streaming content.
Live ad insertion is a must-have
for increasing revenue for live
videos and events.
Publishers should also look
into repackaging live video as
on-demand content, which will
maximize the number of overall
views and ad displays.
CTV + GC
Growth of Live Video Time Watched: CTV and GC Q3 2012
0%
100%
200%
300%
July August September
Live video viewing on connected TVs
and gaming consoles more than
doubled in Q3.
Live Video Viewing
9Q3 2012 GLOBAL VIDEO INDEX
Video Time Per Play By Device Q3 2012M
inut
es
02468
10
20
30
40
50
Live VOD
CTV&GCTabletMobileDesktop
Time per Play by Device Q3 2012Desktop Mobile Tablet CTV + GC
Min
utes
0
2
4
6
8
10
12
July August September
Desktop viewers tuned into
live video for an average
of 40 minutes.
VOD time per play
on gaming consoles
and connected TVs
grew 14% in Q3.
10Q3 2012 GLOBAL VIDEO INDEX
THE bOTTOM LINE
Break engagement down by device
and content length, and the same
engagement patterns emerge.
The most engaged viewers are
watching on tablets and connected
TVs and gaming consoles.
Viewer Behavior and Engagement by DeviceWe’ve previously noted that people watch differently on different devices, and our Q3 data continues to support this statement.
Overall engagement metrics for tablets and connected TVs and gaming consoles are consistently higher than other connected screens. This is largely due to the lean-back mentality of these devices offer and warm, comfortable couches.
Engagement by Device Q3 2012
Freq
uenc
y
25%Completion Rate: 50% 75% 100%
Desktop Mobile Tablet CTV & GC0%
20%
40%
60%
80%
Desktop Mobile Tablet CTV & GC
< 1 min 1 to 3 min 3 to 6 min 6 to10 min
Playthrough by Device & Video Length Q3 2012
> 10 min
0%
20%
40%
60%
80%
Turning Information Into Insights
When you optimize revenue strategies for each viewer, device and location, you get more relevant ads, delivered at the right time on the right screen.
This results in more revenue for video publishers.
Ooyala uses Big Data and real-time video analytics to help you understand your audience like never before and connect with them in meaningful ways.
The result is a more personalized and profitable media experience that benefits viewers and content publishers alike.
That is the power of information. That is the power of Ooyala.
Appendix: Data Tables
12Q3 2012 GLOBAL VIDEO INDEX
Long Form Video Views by Device Q1, Q2, Q3 2012
Growth of Live Video Viewing Time: Connected TVs and Gaming Consoles Q3 2012
Percent of Time Spent Watching Video Q3 2012
Live Video Time Per Play (Minutes) By Device Q3 2012
VOD Time Per Play (Seconds) By Device Q3 2012
Tablet, Mobile Share of Overall Video Plays Q2, Q3 2012
Percent of Long Form Video Views by Device
Desktop Mobile Tablet CTV&GC
Q1 2012Q2 2012Q3 2012
53.9% 41.1% 46% 88.5%62% 48% 67% 93%
59.9% 47.6% 71.2% 93.8%
% Of All Hours
Watched
Desktop Mobile Tablet CTV&GC
less than 11 to 33 to 66 to 10
greater than 10less than 10 minutes
10 to 3030 to 60greater than 60
2.35% 3.33% 2.39% 0.19%15.02% 24.98% 12.83% 1.43%14.69% 15.15% 8.48% 1.74%8.03% 8.91% 5.10% 2.85%
59.92% 47.64% 71.20% 93.79%
40.08% 52.36% 28.80% 6.21%
14.85% 16.42% 11.14% 11.67%26.05% 18.19% 30.57% 41.59%19.02% 13.02% 29.49% 40.52%
Tablet, Mobile Share of Overall Video Plays Q2, Q3 2012
Mobile Tablet Mobile + Tablet
AprilMayJuneJulyAugustSept
1.59% 1.69% 3.29%1.70% 1.97% 3.67%1.90% 2.38% 4.29%2.23% 2.65% 4.88%2.28% 2.93% 5.21%2.21% 3.21% 5.41%
Date CTV&GCJul 2, 2012Jul 9, 2012Jul 16, 2012Jul 23, 2012Jul 30, 2012Aug 6, 2012Aug 13, 2012Aug 20, 2012Aug 27, 2012Sep 3, 2012Sep 10, 2012Sep 17, 2012Sep 24, 2012
100.00%137.84%132.20%201.03%174.22%169.69%175.30%235.87%181.10%255.47%198.16%159.17%216.53%
Desktop Mobile Tablet CTV&GC39.51 11.51 19.3 42.4
VOD Time Per Play (Seconds) Time Per Play
Desktop
Mobile
Tablet
CTV & GC
142
103
168
584
Appendix: Data Tables
13Q3 2012 GLOBAL VIDEO INDEX
VOD Time Per Play PC, Mobile, Tablet, CTV&GC Q3 2012
Viewer Engagement by Device PC, Mobile, Tablet, CTV&GC Q3 2012
Playthrough by Device and Video Length Q3 2012
Time Per Play (Seconds/ VOD)
Desktop Mobile Tablet CTV&GC
Jul 2, 2012Jul 9, 2012Jul 16, 2012Jul 23, 2012Jul 30, 2012Aug 6, 2012Aug 13, 2012Aug 20, 2012Aug 27, 2012Sep 3, 2012Sep 10, 2012Sep 17, 2012Sep 24, 2012
133 99 183 531145 109 206 625156 108 204 645148 106 199 577136 94 185 643137 94 191 538143 104 183 638149 103 157 622152 104 159 508148 100 145 575143 96 141 534133 104 148 563133 121 151 607
Playthrough by Device,
Length
< 1 min
1 - 3 min
3 - 6 min
6 - 10 min
> 10 min
Desktop
Mobile
Tablet
CTV & GC
63.98% 52.08% 31.66% 43.37% 26.80%
51.08% 43.86% 32.78% 31.19% 22.34%
71.62% 59.46% 46.98% 46.76% 39.24%
76.93% 73.10% 62.36% 62.32% 35.30%
Engagement by Device
25% 50% 75% 100%
DesktopMobileTabletCTV & GC
60.38% 53.36% 48.30% 41.42%50.18% 43.71% 38.67% 29.28%68.11% 59.29% 52.38% 40.67%64.36% 57.94% 53.16% 43.44%
Appendix: Methodology
14Q3 2012 GLOBAL VIDEO INDEX
METHODOLOGY
DATA SOURCES & SAMPLE SIZE
The data sample used in this report covers the third quarter of 2012, from July 1 through September 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 and game consoles)
Operating system (Windows, Android, iOS)
Browser (Safari, Chrome, Firefox, Internet Explorer)
Appendix: Glossary/Disclaimers & Assumptions
15Q3 2012 GLOBAL VIDEO INDEX
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 Q3 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.
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