Here’s an eye-opening data point: according to new research from Brightcove, 46% of respondents said they made a purchase as a result of watching a branded video on social media (with 53% of U.S. respondents doing so). And another 32% of respondents said they considered doing so. The data shows the increasing importance of social media as an influential platform for marketers and the power of branded videos - as opposed to conventional 15 or 30-second ads - as a key purchase motivator.
With marketers increasingly concerned about ROI on their spending and consequently shifting dollars into digital media, the research only magnifies the challenge TV networks face in retaining advertisers’ allegiance.
FreeWheel has released its Q2 2016 Video Monetization Report, once again sharing valuable insights on premium video viewing and monetization. Continuing its precipitous drop from prior quarters, desktop’s share of video ad viewing declined to 34%, its lowest level yet in the U.S. That was down from over 62% one year ago, in Q2 ’15 and 90% just 3 years ago, in Q2 ’13.
While desktop’s number of ad views has stayed steady, the rapid growth of mobile and connected devices has exploded, up 60% in each of the past 2 quarters alone. In Europe, desktop viewing is stronger than in the U.S., with a 43% share, though that’s down from 66% a year ago.
According to Ooyala’s newly released Q2 ’16 Global Video Index, mobile viewing now accounts for 50.6% of all video views, up a whopping 10x from the 5% viewing share on mobile in Q2 ’12. Ooyala has been tracking mobile viewing for years and this is the first time it has crossed the 50% mark. One year ago, in Q2 ’15, mobile was at 44% viewing share and two years ago, in Q2 ’14, it was just over 25%.
Ooyala attributed the strong growth to the popularity of smartphones and robust WiFi, especially globally. 64% of American adults now own a smartphone and 90% of millennials reported they’re almost never without them. 75% of viewers age 18-29 watch video on their smartphone.
Categories: Mobile Video
New research from consulting firm Altman Vilandrie & Company highlights the major challenges that current and pending “skinny bundles” face. Skinny bundles - which are scaled down, customized and less expensive groups of TV networks - have become a hot industry topic, and are perceived as valuable in pulling cord-cutters and cord-nevers back into the pay-TV ecosystem.
But AV&Co.’s 7th annual consumer video survey, which is the most extensive research that I’ve seen yet into the prospects for skinny bundles, paints a picture of how narrow the opportunity may in fact be. VideoNuze readers know that I’ve been very skeptical of skinny bundles, whether from Sling TV, PlayStation Vue or soon Hulu and DirecTV Now. The AV&Co. research largely confirms my concerns (see here and here).
Topics: Altman Vilandrie
7Park Data has released an analysis of OTT viewership, finding among other things, that “Orange is the New Black” was Netflix’s most popular show in June in 15 of the 16 countries analyzed (in Ecuador OITNB was fourth, with “Full House” in the top spot). OITNB had its season 4 premier on June 16th, driving a 544% viewership increase from May to June.
Although Netflix released 12 of its originals’ season premieres in June, OITNB was the only one among the top 20 most-viewed. Following OITNB globally was “How I Met Your Mother,” “Pretty Little Liars,” “Supernatural” and “Family Guy.” In the U.S., specifically, OITNB was followed by “Family Guy,” “The Office,” “American Dad!” and “Friends.”
More evidence today of connected TVs’ ascendance as a preferred viewing platform: Pivotal Research’s Brian Wieser released a new report revealing that 8.5% of all TV usage in July 2016 by 18-49 year-olds was through connected TVs (e.g. Roku, Apple TV and Chromecast). That was up from 4.9% in July 2015 and just 1.9% in July 2014 (Wieser didn’t share data prior to then, but it’s no doubt minimal).
Wieser said the share gain by connected TVs was approximately equal to the loss in viewing share of ad-supported cable and English language broadcast TV networks. For all households, connected TVs had a 5.5% TV viewing share, which was up from 3.3% a year ago.
Topics: Pivotal Research Group
Facebook’s push into video appears to be paying off as a new survey of 300 advertisers and agencies released by Trusted Media Brands this morning shows that social platforms and video platforms are virtually tied as the most important partners for video ad campaigns. Overall, YouTube and other video platforms are viewed as most important by 59% of respondents, with Facebook and other social platforms viewed as most important by 56%.
However, among advertisers, 65% favored social, with 55% favoring video platforms. The numbers were reversed for agencies, where 62% favored video platforms and 51% favored social platforms. It’s also worth noting that distinctions can be murky as YouTube itself could be considered a social platform given the level of sharing, commenting and following that occurs there.
Topics: Trusted Media Brands
Videology released its U.S. Video Market At-A-Glance report for Q2 ’16, revealing, among other things, that ad spending by clients on data-infused linear TV campaigns grew by 74% from Q1 ’16 to Q2 ’16. That compared with a 50% increase Videology experienced from Q4 ’15 to Q1 ’16. Videology noted that traditional TV ad buying continues going strong, but that the quarterly acceleration is evidence of the market becoming more sophisticated about pursuing specific audiences.
Facebook is pouring lots of resources into video and according to a new report published by ad tech provider Mixpo this morning, the strategy appears to be bearing fruit. In its “State of Digital Advertising for Publishers” report, based on a survey and interviews with 263 digital publishing and advertising executives, Mixpo found that 50.2% of respondents had run video campaigns on Facebook, compared to 31.1% on YouTube. Twitter followed with 17%, then Instagram with 13.2% and all other social platforms were in single digits.
Three-quarters of Amazon Prime members are watching the service’s video offerings, according to new survey data released by IBM Cloud Video. 61% of Prime members surveyed said they signed up for the service for the shopping benefits, but also watch the video, while another 14% said they signed up specifically for the video. Just 7% of members surveyed said they didn’t know about the video offerings, with another 18% saying they were aware, but didn’t watch.
Online video and YouTube specifically are playing big roles in the auto industry for prospective buyers and enthusiasts, according to new research from video ad tech provider Pixability. The company found that auto-related video views on YouTube increased 42% from 2014 to 2015. There are currently 244K auto-related channels on YouTube with 3.5 million videos that have driven 73 billion views. Searches for “car reviews” specifically on YouTube have outpaced the same searches on Google itself over the past 5 years.
The use of connected TVs and mobile video continues to increase, particularly among younger audiences, according to new data from Frank N. Magid Associates.
Connected TVs were used by 74% of respondents vs. 59% in 2015 Magid research. Video game consoles continued to have the highest share at 33% (up from 30% in 2015), but the biggest increases were recorded by Internet streaming devices (31%, up from 20% in 2015) and Smart TVs (26%, up from 16% in 2015). 42% of respondents said they now have a Smart TV, up from 25% in 2015 and just 17% in 2013 as falling prices have steadily fueled purchases.
Cisco has released the 11th edition of its Visual Networking Index (VNI), forecasting that video will account for 85% of North American Internet traffic by 2020, the highest of any geographic area. Video traffic in North America will grow at a compound annual rate of 21%.
Globally, video-related traffic will account for 82% of Internet data, up from 70% in 2015. In a briefing, Thomas Barnett, who oversees the VNI, characterized video as the “king of all content.” In fact, video dwarfs every other Internet application, with the second biggest - web/data usage - representing just 14.4% of traffic in 2020, a fraction of video’s 82%.
New research from GfK shows that SVOD services may be hitting subscribers’ limit on willingness to pay, in turn crimping the potential for future rate increases. GfK found the average willingness to pay was $10.82/month for Netflix, $9.10/month for Amazon, $9.96/month for Hulu ad-free and $5.01 for Hulu ad-supported.
Adding to the pricing pressure, GfK also found that cost was the most important attribute in picking an SVOD service, cited by 75% of respondents. The second most cited attribute was “availability of specific programs” (69%) followed by “availability of new movies” (68%).
New IAB research indicates that ad spending on original online video is up 114% in the past 2 years. The 360 advertiser and agency executive respondents said that their average original online video ad spending has increased from $2.1 million in 2014 to $4.5 million in 2016. Telecom is the vertical with the highest average spending in 2016 ($6.7 million), followed by Health and Beauty ($6.4 million).
The research revealed that more than a third of advertisers’ online video budgets and 38% of their original video budgets will be allocated at the NewFronts, underscoring why online and established companies continue to invest in their presentations. 8 in 10 respondents (including both TV buyers and digital buyers) said that they increased their original online budgets due to NewFronts attendance.
Late last week Videology shared Q1 ’16 data from its platform, showing the continued convergence between TV and online video advertising. Videology found that 11% of video campaigns run through its platform used TV data segments to help target online video campaigns. As in the past, the most-used segment was current TV ad schedules, followed by sports viewers and competitors’ TV schedules.
The use of TV audience data has been on an upswing over the past year plus according to Videology. In Q4 ’15, Videology reported that video campaigns using TV audience data had increased by 114% year-over-year. No doubt this was off a very small base as the whole concept of using TV viewing data is still relatively early stage.
Here’s a measure of how dominant the big three SVOD services (Netflix, Amazon and Hulu) are in the US: according to new OTT data from Parks Associates, just 5% of all broadband homes subscribe to one or more of the 98 SVOD services available in the US aside from the big three. Among the 98 services Parks counted are high-profile offerings like HBO Now, CBS All Access and Sling TV.
At the end of 2015, there were approximately 96.3 million broadband homes in the US, according to Leichtman Research. So that would mean that about 4.8 million broadband homes were subscribing to one or more of the 98 SVOD services outside of the big three. Parks did not specify the actual subscriber levels of any of the 98 SVOD services.
Twitter has released research finding that ads in TV shows that generate strong emotional reactions on Twitter are more likely to be recalled. Twitter conducted the research with Starcom and social TV analytics provider Canvs, which measured the emotional response to the TV shows based on an analysis of viewers’ tweets.
I'm pleased to present the 314th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
First up this week, Colin and I dig into the TV Everywhere awareness/usage data from Digitalsmiths’ Q4 ’15 Video Trends report. Both of us found it pretty sobering that 60% of pay-TV subscribers are still unaware of TVE services and usage has stalled out, despite the industry’s big bet. The data indicates that only around 10% of pay-TV subscribers use TVE on a weekly basis.
We then turn to the frustrations of buffering, which IneoQuest focused on in its “Buffer Rage” survey released this week. But despite the issues online viewers may be having with delivery quality, SVOD remains on a roll. DVDs have clearly been a victim of SVOD’s success and Colin notes that Digitalsmiths’ report found respondents’ usage of Redbox DVD kiosks dropped precipitously from 18.4% in Q1 ’15 to 13.1% in Q4 ’15. This week Redbox’s parent Outerwall said it was exploring “strategic and financial alternatives.”
Listen now to learn more!
Click here to listen to the podcast (20 minutes, 31 seconds)
60% of pay-TV subscribers are still not aware of TV Everywhere apps allowing TV viewing on mobile devices. That’s one of the key highlights of the 13th edition of the Digitalsmiths quarterly Video Trends Report, for Q4 ’15, which surveyed 3,100 consumers. The 40% awareness level is up just 3.7% since Q4 ’13 and 13.6% since Q4 ’12.
Worse, the Q4 ’15 report found that 21.5% of pay-TV subscribers have their pay-TV provider’s app on their mobile device, a decrease of 3.7% since Q4 ’13 and 4.5% since Q4 ’12. Among those who use their pay-TV provider’s app, 45.4% use it on a weekly basis, flat from Q2 ’15 but up 3.6% from Q3 ’15 when it dipped.
Categories: TV Everywhere