US Digital Video Benchmark - CMO.com - Adobe

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iOS extends dominance—iOS devices were used for 56% of all authenticated TV Everywhere video starts in Q3 2014, a shar
U.S. Digital Video Benchmark Adobe Digital Index Q3 2014

Table of contents Online video

TV Everywhere

Appendix

3 Key insights 4 Online video start growth

9 Share of authenticated video by access type

15 Predictions

10 Share of authenticated video by access type and genre

16 Methodology

11 Authenticated video growth by share of access type

18 Tables

5 Device share of video starts 6 Consumption across mobile devices 7 Video view rate by device 8 Ad starts per video start

17 Glossary

12 Monthly unique visitor growth 13 Video viewing frequency growth by access type 14 Video viewing frequency by genre and programmer

As broadcasters, cable networks, pay-TV providers, publishers and advertisers look to engage viewers, they need to be aware that online video (unauthenticated) and TV Everywhere (authenticated) viewing behaviors are changing. With a broadening array of access points, including mobile devices, Apple TV®, and Xbox consoles, and an ever-increasing supply of premium content, the number of viewers of online video and paid TV Everywhere is reaching and surpassing record levels every quarter. Additionally, advertisers are seeing much more value in digital audiences. These audiences are easier to quantify and target than audiences in traditional linear broadcasting, and also provide advertisers the ability to scale digital marketing efforts based on the shifting size of the audience. With this shift in viewing behaviors, media sellers must develop new strategies for developing and packaging ad products for audiences that create value for the agencies and advertisers they serve. ADOBE DIGITAL INDEX | U.S. Digital Video Benchmark Q3 2014

Key insights Online video •  • 

•  • 

Mobile has one-third share of online video—As of Q3 2014, mobile devices account for 29% of all online video starts. (Q3 ’14). Microsoft devices are making a move—Over the last year, Microsoft devices have realized an impressive growth in their share of video starts when compared to similar devices. Surface share of tablet video starts is up 200%, and Lumia share of smart phone video starts is up 157%. Browser ads more frequently viewed than mobile app ads—24% more ad views per video start occurred on a browser compared to apps. Kindle Fire and Samsung Galaxy are more video centric devices—Video view rates on the Kindle Fire were 70% higher than the average tablet; Samsung Galaxy video view rates were 100% higher than the average smart phone.

TV Everywhere •  •  •  • 

iOS extends dominance—iOS devices were used for 56% of all authenticated TV Everywhere video starts in Q3 2014, a share growth of 9% year over year (YOY). Episodic content is less app centric—TV Everywhere content viewing within the broadcast and cable genre was primarily through a browser with 46% of episodic views being browser based; iOS 37%, Android 11%, gaming console & OTT 6%. Video start growth extends in Q3—TV Everywhere video start growth continued through Q3 2014, growing 108% YOY and 38% quarter over quarter (QOQ). Android™ viewing frequency up 65%—Android devices saw the largest YOY growth in viewing frequency, up 65%. Gaming console and over-the-top (OTT) device viewing frequency grew the most QOQ, up 14%.

ADOBE DIGITAL INDEX | U.S. Digital Video Benchmark Q3 2014

3

ONLINE VIDEO

Online video start growth Online video viewing continues to grow YOY and is flat QOQ due to limited new content during the lull of the summer. The findings:

22% GROWTH YOY

38 B 30,000

•  Total online video starts grew 22% YOY (Q3 ‘13 through Q3 ‘14). •  The amount of online video starts in Q3 2014 slowed to 38 billion, flat QOQ.

15,000

Insight: Although growth has stalled in the most recent quarter, the trend is still in the positive direction, up 22% YOY. This trend shows that online video is a part of our lives more today than it has ever been. To put these staggering figures in perspective, 38 billion video starts equates to an average of 5.3 video starts per person per quarter globally.

ADOBE DIGITAL INDEX | U.S. Digital Video Benchmark Q3 2014

Q3 2013

Q4

Q1 2014

Q2

Q3

QUARTERLY ONLINE VIDEO STARTS (IN BILLIONS)

4

ONLINE VIDEO

Device share of video starts Market share of online video consumption continues to be carved out by mobile devices like smartphones and tablets. Over 29% of online video views are on a mobile device, a market share increase of 45% YOY.

27%

GROWTH

14%

The findings: •  Video viewing on smartphones is continuing to gain popularity with 56% YOY share growth. •  In Q3 2014, edged out smart phones with 14.3% share (smartphones with 14.2% share).

56%

GROWTH

14%

11% 9%

•  Although a small percentage of the total (