YuMe_Online_Video_Attitudes_Whitepaper.pdf

WHITE PAPER: Online Video

and Television Viewing Attitudes

and Behaviors

FEBRUARY, 2011

Online Video and Television Viewing Attitudes and Behaviors

EXECUTIVE SUMMARY

Online video is experiencing unprecedented growth. According to the IAB, it took 38 years for radio

to reach 50MM users, 13 years for TV, 10 years for cable, less than 5 years for Internet, and less than

2 years for Internet Video. Consumers of all walks of life utilize more online video now than ever

before. Heavy online video users continue to increase their online video consumption while decreasing

their offline TV consumption. Despite these trends, online video advertising remains just a fraction of

overall advertising spending.

The Online Video and Television Viewing Attitudes and Behaviors report is a survey of online video

viewers across YuMe’s premium video ad network. It includes key findings around online video

adoption, users’ content preferences, and consumption comparisons with TV. In particular, this report

demonstrates that while marketers can reach the majority of their audience through TV, there is a

small-but-growing, complementary audience that is more accessible through online video. Moreover,

marketers will learn that reaching their audience through multiple channels improves campaign

performance across the board. By educating marketers on the major trends and available opportunities

within this rapidly growing space, YuMe will demonstrate the compelling nature of online video as a

key advertising medium for 2011 and beyond.

METHODOLOGY

The statistics presented in this report are generated from data collected from August 26 through

October 7, 2010 from an online survey of online video viewers intercepted across YuMe’s ad

network. The survey was conducted among a sample of 498 viewers over a 6 week time period.

These viewers were U.S. residents, ages 13-54, who watch online video once a week or more. All

reasonable efforts have been made to ensure the accuracy and statistical significance of the data

presented herein.

KEY FINDINGS

• Online Video’s Explosive Growth Will Continue: More than 66% of respondents said they

watch more online video now than they did 12 months ago and 48% expect they will continue to

watch more in 2011.

• Online Video Content is on Par with TV: Viewers’ perception of the quality of video content

online has improved and more than 50% of respondents felt they could find more exclusive content

online than on TV.

• Watching Online Video Is a Daily Routine: 49% of respondents said they watch online video

daily, with 7 hours being the mean time spent per week.

• Short-form Content Reigns Supreme Online: 70% of respondents said they watch program

clips that are shorter than 5 minutes in length.

• Scheduled TV Programs are Less Relevant: 60% of viewers watch online video because

they can watch it whenever they want.

• Online Viewers are More Engaged with Ads: Multi-tasking is more pervasive when watching

television ads than when watching online video ads; 58% of respondents said they do things

around the house when ads come on TV versus 26% for ads online.

• Heavy Online Video Viewers Can’t Be Reached with TV: Heavy online video viewers are

reducing their television viewing yet they are increasing their online video viewing which indicates

it will be even more difficult to reach these viewers via television in the future.

www.yume.com

Online Video and Television Viewing Attitudes and Behaviors

ONLINE VIDEO ADOPTION REPRESENTS A TECHNOLOGY SHIFT, NOT A GENERATIONAL SHIFT

Online video consumption continues to increase with 66% of consumers surveyed across YuMe’s

network saying they watch more online video than they did 12 months ago. Moreover, 48% of

consumers expect that they will continue to watch even more online video over the next 12 months.

Online Video And Television Usage Change

NET

CHANGE

DECLINE

INCREASE

ONLINE VIDEO usage

compared to 12 months ago

+61

TELEVISION viewing

compared to 12 months ago

–10

Anticipated change in

ONLINE VIDEO usage over

the next 12 months

+45

Anticipated change in

TELEVISION video viewing

over the next 12 months

–4

50% 40% 30% 20% 10% 0 10% 20% 30% 40% 50%

Q: Compared to 12 months ago, how has your usage of online video changed?

Q: In the next 12 months, how do you expect your usage of online video to change?

Q: Compared to 12 months ago, how has your television viewing changed?

Q: In the next 12 months, how do you expect your television viewing to change?

Interestingly, online video appears to have reached the point of mass market penetration across all

demographic and age groups. Consumers who are watching more online video compared to 12

months ago skew older, female, higher educated, no children, and unmarried. The early adoption

stage of online video appears to have passed, and the early majority has begun to adopt online video

as a regular medium for news and entertainment.

It is important to note that

the adoption of online video

is not limited to the younger

generation. Online video’s

penetration has swelled

dramatically to encompass

both the younger and older

generations. We believe this

change has been driven

in part by the proliferation

of connected devices.

Widespread adoption of

devices ranging from PCs

to the iPad and smartphones

has made it easy for

consumers of all ages to

watch video content

whenever and wherever

they wish to do so.

Profile Of YuMe Viewers Who Say Online Video

Consumption Increased in the Past 12 Months

Age

18-34 22%

35-54 78%

Male 30%

Female 70%

No college degree 48%

College degree or more 51%

Gender

Education

Children in household

65%

Yes

33%

Marital Status

Married

42%

Not married

50%

Q: Compared to 12 months ago, how has your usage of online video changed?

www.yume.com

Online Video and Television Viewing Attitudes and Behaviors

This increase in adoption is likely also due to the perception that the quality of online video has

improved dramatically over the past 12 months. Moreover, 42% of consumers believe that online

video is the future of video viewing.

Attitudes Towards Online Video vs. Television

NET

DIFFERENCE

DESCRIBES TV BETTER

DESCRIBES ONLINE VIDEO BETTER

Has improved a lot over

the past 12 months

+40

Is the future of

video viewing

+34

50% 40% 30% 20% 10% 0 10% 20% 30% 40% 50%

Q: For each statement below, please indicate whether the statement describes television better

than online video OR whether the statement describes online video better than television.

With greater accessibility and improvements in video quality, marketers can now reach a broad

audience via online video.

SHORT-FORM CONTENT REIGNS SUPREME ONLINE

While the consumption of online video across all content categories is strong, short-form content is

the dominant length of content watched regularly online. Specifically, 70% of respondents across

YuMe’s video ad network watch program clips that are shorter than 5 minutes in length, while only

25% watch 30-minute programs and 29% watch 60-minute programs online.

Lengths Of Content Watched Once A Week Or More

Short program clips, less than

5 minutes

Online Video

Television

Programs between 5 and

15 minutes in length

As technology

improves and

more content

is available,

viewing of

longer content

online will

likely increase

Programs 16 to 29 minutes

30-minute programs

60-minute programs

Programs longer than 60 minutes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Q: Which of the following lengths of online video content do you watch once a week or more?

BASE: Respondents who watch television in a typical week

Q: Which of the following lengths of television programming do you watch once a week or more?

www.yume.com

Online Video and Television Viewing Attitudes and Behaviors

Regardless of their content preferences, users are increasingly watching online video as part of their

daily routine. Almost half of online video viewers surveyed watch video content daily, while 37% watch

it several times a week. The mean time spent is 7 hours per week for viewers on YuMe’s network.

Frequency Of Watching Online Video

Once/week 14 Several times/week 37

Daily 49

Mean hours

spent per

week = 7

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online Video As Part Of Daily Routine (Point scale where 5 means “Strongly Agree”)

Watching online video is a

major part of my daily routine

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Q: About how often would you say you watch any type of video content online on a computer?

Q: About how much time do you spend watching online video in a typical week? If you are not sure,

please give your best estimate to the nearest hour.

Q: Please indicate the extent to which you agree with each of the statements below.

People consume online video in an effort to “be in the know” about trends and current events.

When asked about their attitudes towards online video versus television, 50% of respondents said

online video has exclusive content that is not available elsewhere, while 34% of respondents said

online video is a great way to stay up-to-date and know what’s hot right now.

Attitudes Towards Online Video vs. Television

NET

DIFFERENCE

DESCRIBES TV BETTER

DESCRIBES ONLINE VIDEO BETTER

Has exclusive content that is

not available elsewhere

+43

Is a great way to stay up-to-date

and know what’s hot right now

+24

Has high-quality content

Note that the

quality of online

video is on par

with the quality

of television.

Has content I talk about

with friends

50% 40% 30% 20% 10% 0 10% 20% 30% 40% 50%

Q: For each statement below, please indicate whether the statement describes television better than online

video OR whether the statement describes online video better than television.

www.yume.com

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