GfK Media & Entertainment
GfK Consumer Experiences North America
5 FACTS ABOUT ORIGINAL PROFESSIONALLY
PRODUCED ONLINE VIDEO
Digital Content NewFronts May 2013
Highlights from:
“45 Million Reasons and Counting to Check out the NewFronts”
www.iab.net/NewFrontsResearch
Funded by the 2013 Digital Content NewFronts Founding Partners and Presenters
© 2013 GfK
© GfK 2013 | IAB Original Online Video Report | April 2013
1
Study Overview
Who?
• 2,425 persons were screened from a general population age 18+ sample for being monthly+ viewers of
online video and “ever” users of either TV Online, UGC or OPOV.
• Full surveys were completed with 1,005 monthly+ viewers including:



TV Online - 705 ever users; 495 monthly+ users
Amateur (UGC) – 913 ever users; 724 monthly+ users
Original Professionally Produced Online Video (OPOV) – 727 ever users; 441 monthly+ users
• Analysis performed on monthly+ users of each video type.
When?
• March 19- March 25th, 2013
How?
• Via a 23-minute online survey using GfK KnowledgePanel™
What?
Online
Demos & HH
Video
Use
Current
Technology
Demos & HH
Device
Characteristics
Ownership
“Wantedness” and
Ad
Receptivity
Usage: OPOV
Authentication
© GfK 2013 | IAB Original Online Video Report | April 2013
Usage: TV
Online
TV
Everywhere
Awareness
Usage: UGC
TV
Everywhere
Usage
2
1: Monthly, 45 Million American Adults View
Original Professionally Produced Online Video
•
19% of the US population views OPOV monthly (19% * 238.5M US adults)
Usage of Streaming Video Types
– Adults 18+ –
TV Online
Ever (Net)
31%
At Least Monthly
(Net)
10%
20%
7%
3%
5%
1%
Don’t know/ not sure
19%
31%
17%
Daily
28%
38%
23%
At Least Weekly
(Net)
OPOV
UGC
3%
1%
68%
Never
31% if
include
viewing
OPOV
content by
title
61%
69%
0
25
50
75
0
25
50
75
S4a. About how often do you watch TV shows online, using any device (computer, smartphone, tablet, Internet-connected TV)?
S4b. About how often do you watch amateur video online, using any device (computer, smartphone, tablet, Internet-connected TV)?
S4c. About how often would you say you watch original professional online video, using any device (computer, smartphone, tablet, Internet-connected TV)?
S5.
Have you ever watched any of the following original professional online video shows or visited their sites below?
Base: Total Respondents 18+ (N=2,425)
*
MMM = MultiMedia Mentor™ Yesterday User benchmarks for ‘TV Programs Online’, ‘Non-professional Video Clips’ and ‘Professional Video Clips’ among adults age 18-64
0
25
© GfK 2013 | IAB Original Online Video Report | April 2013
50
75
3
2: Most Online Video is Streamed
At Home on a Laptop
Devices Used Monthly+ to View Video Type
– Monthly+ Users of Video Type –
Where:
Watch At Home Only
64%
76%
How:
TV Online
UGC
58%
Laptop
Internet Connected TV
28%
Tablet
28%
iPod Touch
27%
45%
25
39%
36%
26%
26%
14%
0
50%
13%
39%
Smartphone
OPOV
58%
47%
Desktop
72%
23%
11%
50
75
0
25
13%
50
75
0
25
50
75
Q12/22/32. How often do you use each device to watch [TV shows online / UGC video online /original professional online video]?
Base: Viewer of … TV shows online (n=495), UGC(n=724), OPOV (n=441)
© GfK 2013 | IAB Original Online Video Report | April 2013
4
3: Content Discovery: Social Media, Search, “Stumbling Upon”
Follow Word of Mouth as Top Sources
Top Ways of Discovering Video to Stream
– Monthly+ Users –
TV Online – Top Ways
UGC – Top Ways
Friends/relatives/
word of mouth
49%
OPOV – Top Ways
Friends/relatives/
word of mouth
57%
Social media sites
(Facebook, Twitter, etc)
26
Social media sites
(Facebook, Twitter, etc)
39
Search results
24
I find out about new videos
by clicking on links that I
stumble upon
34
Friends/relatives/
word of mouth
46%
Social media sites
(Facebook, Twitter, etc)
24
Search results
24
22
22
Ads or promotions on TV
23
Search results
31
I find out about new videos
by clicking on links that I
stumble upon
Listings on websites/apps
offering TV shows
20
The news/I read about it
18
The news/I read about it
Ads (Net)
30%
Ads (Net)
11%
Ads (Net)
22%
Easy/Very Easy to Find Content:
69%
Q13a, 23a, 33a.
80%
71%
In which ways do you learn about {online video type] available to watch online? .
Q13/23/33.
Overall, how difficult is it to find [video type] that you would be interested in watching?
Q. 55 How much do you agree with the following statements (about social media while watching [onine video type])
© GfK 2013
| IAB
Original
Online
Video
ReportUGC
| April
2013 OPOV (n=441)
Base:
Viewer
of …
TV shows
online
(n=495),
(n=724),
5
“Wantedness” Definition
Wantedness is an involvement concept that GfK developed as an off-shoot of its brand
resonance method. The main distinction between the two is Wantedness is more
“behavioral” focused (what would you do if … is taken away, etc)
•
•
•
Ten statements about TV or online video were grouped into four broader components
(determined by a factor analysis data reduction method when the method was developed)
and an average score across statements is calculated.
The mean scores for each component are averaged into an overall ‘Wantedness’ score
The Wantedness measure has been used by a number of TV networks in the past to assess
their relative strengths against competitors – leading to reinforcement of positive aspects in
the marketplace, or driving internal remedies to address areas of potential weakness
Value
Effort
“Wantedness”
Necessity
© GfK 2013 | IAB Original Online Video Report | April 2013
Persistence
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4: OPOV Ad Receptivity on Par with Primetime TV;
Wantedness Matches TV News and Daytime TV
Ad Receptivity Score
– Monthly+ Users –
Online
Programs on Regular TV
3.9
3.4
3.7
3.7
4.0
4.0
3.4
TV Online
UGC
OPOV
Primetime
Daytime
Sports
News
Overall Wantedness Score
– Monthly+ Users –
6.2
6.0
TV Online
4.5
5.0
UGC
OPOV
6.0
5.0
Primetime
Daytime
Sports
5.1
News
How much do you agree or disagree that the statement…[insert randomized statement] …describes [this type of TV or online video content /each of these types of TV or online
video content]?
Base: Viewer of …TV shows online (n=495), UGC(n=724), OPOV (n=441); Primetime (n=242), Daytime (n=157), Sports (n=204), News (n=238)
Q42.
© GfK 2013 | IAB Original Online Video Report | April 2013
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5: OPOV Streamers are Drawn to Flexible
Schedule, Unique and Relevant Content
Reason for Watching – Usage of Streaming Video Types
– Monthly+ Users –
Females
58%
“Access”
(Net)*
56%
TV Online – Top Reasons
UGC – Top Reasons
OPOV – Top Reasons
I prefer to watch original
professional online video on 27%
my own schedule
To catch up on an episode
I missed on TV
50%
To get a laugh/for the humor
67%
I prefer to watch TV shows
online on my own
schedule
44
I click on a link I stumble upon
and get drawn in
33
To watch video content
about my hobbies or
interests
23
32
I prefer to watch video content
online on my own schedule
23
22
I like watching video content
that is not available on TV
Watch content not
available on TV or in UGC
videos
22
21
To fill time while waiting for
appt or other activity to start
I like watching video
content that is not
available on TV
15
I click on a link I stumble
upon and get drawn in
20
I like watching older
shows/ episodes that are
not available on TV
Watching TV shows online
is no different from
watching regular TV to me
24
I don't have pay TV service
23
* Net also includes “To watch video I can’t access with my pay TV subscription” (16%).
Q14/24/34.
And for what reasons do you usually watch [video type]? Select all that apply.
Base: Viewer of … TV shows online (n=495), UGC (n=724), OPOV (n=441)
© GfK 2013 | IAB Original Online Video Report | April 2013
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CONTACTS
Kristina Sruoginis
Sherrill Mane
Research Director
SVP, Research, Analytics & Measurement
sherrill@iab.net
kristina@iab.net
Mike Picco
David Tice
Research Manager, Media &
Entertainment
818.449.0159
michael.picco@gfk.com
SVP, Media & Entertainment
908.497.8075
david.tice@gfk.com
Download the full report: www.iab.net/NewFrontsResearch
© GfK 2013 | IAB Original Online Video Report | April 2013
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