Adobe Digital Index Q1 2015 Digital Video Report
Transcript
- 1. Q1 2015 Digital Video Report Adobe Digital Index
- 2. Table of contents Driven by an increase in the number of connected TV devices (Roku, Apple TV, X-Box One, and Smart TV's) given as gifts during the 2014 holiday season, the first quarter of 2015 continued the record breaking trend of viewers watching video content on devices plugged in to the Internet. Video viewing behaviors shifted in year-over-year (YoY) terms and varied depending on the type of content being viewed; which ranged from free video clips supported primarily by advertising (Online Video) to premium shows accessed through an authenticated app- based or TV subscription service (TV Everywhere). This report covers both the established and the evolving trends within the digital video viewing space. It aims to provide insightful viewpoints for content providers, consumers, and advertisers. ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report Online Video 3 Key Insights 4 Online video viewing frequency 5 Device type share of online video starts 6 Device specific share of online video starts 7 Apple share of online video starts 8 Media and entertainment site video viewing 9 Online video ad viewing ratio growth TV Everywhere 10 Authenticated video growth by share of access type 11 Active monthly TV Eveywhere share of Pay-TV viewers 12 TV Everywhere share of authentications by access type 13 TV Everywhere share of authentications by device type 14 TV Everywhere daily viewing behaviors 15 Video viewing frequency growth by access type Appendix 16 Methodology 17 Glossary 18 Tables
- 3. Key insights Online Video • Apple extends its dominance in mobile video viewing accounting for 4 out of 5 mobile online video starts - Fueled by the larger screen iPhone 6 and 6+, the share of video starts on an iPhone went up YoY; iPad share of starts was essentially unchanged during the same period • The tablet develops its niche as the leisure device - Video viewing frequencies on tablets are just as high as those on desktops, supporting the notion that the primary use-case for the tablet is leisurely activities like video viewing and web browsing • Ad viewing ratio increases on mobile devices - With viewing behaviors becoming more mobile, advertisers see an increase in the ratio of ad starts-to-video starts TV Everywhere • TV Everywhere viewing continues its climb higher - In a quarter that was not highlighted by a unique landmark sporting event, the number of TV Everywhere authenticated video starts continued to grow at impressive triple digit YoY figures • Apple TV helps bring digital video back into the living room - 1 in 4 authenticated streams now originates from a connected TV device; up from 1 in 20 a year ago • Consumers redefine "Primetime" - Wednesday has the highest share of TV Everywhere viewing while Friday accounted for the highest rate of binge viewing 3ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
- 4. ONLINE VIDEO Online video viewing frequency Larger screens are helping to close the gap in video viewing frequencybetween mobile devices and desktops. Findings: • The number of online videos viewed per visitor on smartphone devices was up 22% YoY • Tablet views per visitor are now just as frequent as desktop views per visitor • Desktop viewing frequencies of long form content (content on broadcaster sites) are almost 2x that of tablets; 4x smartphones 4 Insight: As devices become increasingly specialized, it appears as if a major use-case for the tablet is leisure derived activities like video viewing. As we can see in the data the viewing frequency of long form content on desktop devices still eclipses tablet viewing frequencies. Producers have an opportunity to create specialized tablet centric content to entice viewers to remain engaged and increase viewing frequencies on tablet devices. ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
- 5. ONLINE VIDEO Device type share of online video starts Strong connection speeds, larger screen devices, and an abundance of content continues to drive share growth of online video starts for mobile devices. Findings: • Overall growth of mobile share of online video starts is up nearly 7 percentage points YoY to 29%; 24% share growth • Smartphone share of video starts is up 38% YoY • The share of mobile online video starts for longer form content (via broadcaster sites) is almost 30% less than the mobile share on the average site 5 Insight: Mobile is now a relevant part of online video, accounting for almost 1 in 3 video starts. Advertisers must diversify their strategies and have a mobile video ad buying solution to make sure their ads are targeted differently to a desktop based audience and a mobile audience and to ensure that the ad is supported in a mobile setting. ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report