Mobile video may be the hottest trend in video today, with evidence of its ascendance seemingly everywhere. As just one data point, last week's Q3 2014 Global Video Index from Ooyala pegged mobile video plays at 30% of all online video plays. That was up from 20% share in Q2 '14, more than double mobile video's 14% share from one year earlier in Q3 '13 and quintuple the 6% share from Q3 '12.
That scorching growth prompted Ooyala to accelerate its forecast for when mobile video's share will cross the 50% threshold industry-wide. Ooyala previously saw this happening in 2016, but now believes it will occur by Q3 '15.
Categories: Mobile Video
The WSJ is reporting today that YouTube is now offering some of its most popular video creators bonuses in exchange for signing exclusive multiyear deals. The new offers are on top of previously reported deals to underwrite programming for the same creators. All of this is happening primarily in response to pitches ex-Hulu CEO Jason Kilar is making to the same YouTube creators, to provide his new company Vessel with an exclusive 3-day window for these creators' new videos.
The YouTube talent war is raging because the viewing behaviors of millennials - the primary audience for this type of programming - is up for grabs. The most compelling evidence of this came in last week's Nielsen Q3 '14 Total Audience report. Based on my calculations, live TV viewing by 18-24 year-olds (the core millennial segment) dropped by nearly 20% in Q3 '14 vs. Q3 '13. The reduction represented over 4 hours per week of viewing time, thereby dropping live TV viewing to approximately 17 hours per week, easily the lowest of any age group Nielsen measures.
Late last week, Thomas Owadenko, CEO of Octoly, a marketing software company that released a report on YouTube and video games last June, noted that all-time YouTube views of fan-created Minecraft videos are now up to 47 billion, an increase of 16 billion just since the report was released. Underscoring how robust Minecraft's fan community is, just 228 million of these views occurred on Minecraft creator Mojang's own YouTube channel.
Minecraft is a true "unicorn," a one-of-a-kind video game empire built with virtually no paid marketing, which partly explains why Microsoft was willing to pony up $2.5 billion for the company in September. But while Minecraft itself may be a unicorn, its success on YouTube says a lot more generally about the video industry's new rules - including serious challenges for industry incumbents.
Sandvine has released its latest Global Internet Phenomena Report based on data collected in March, 2014 across leading wired and mobile broadband networks. Focusing just on North America, Netflix once again dominates primetime usage, accounting for 34.9% of downstream bandwidth, more than the next 6 services combined. YouTube was second with 14.04% of bandwidth.
It's a different story on mobile however, where YouTube remains the top downstream provider, eating up 19.75% of bandwidth, up from 17.7% a year ago, with Netflix in 5th place with just 4.51%. The usage pattern largely reflects the difference between Netflix's long-form content focus vs. YouTube's short-form focus. YouTube's CEO Susan Wojcicki recently disclosed that 50% of YouTube's usage is now on mobile.
Two months ago I wrote about the initial success cable operator UPC Hungary had in offering YouTube to its subscribers via existing set-top boxes. Since its May introduction, about 50% of those who could access YouTube had already done so at least once, and more than 50% of them had become repeat users. Now, 2 months later, 80% of those who have access have tried YouTube, with 80% of them returning.
The new data was revealed by Arpad Jordan, CTO of UPC Central and Eastern Europe at the OTT World Summit in London. YouTube access was rolled out in a first phase in May to around 250K HD set-top boxes. In September Jordan said that these first phase YouTube users were watching over a million minutes per day with average session lengths of 45 minutes.
I'm pleased to present the 248th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Amazon introduced a new connected TV device this week called the Fire TV Stick, priced at $39 ($19 for Amazon Prime members). We discuss where Fire TV Stick fits in the market - will it cannibalize sales of Chromecast and Roku Streaming Stick? Or, as Colin sees things, will it instead cannibalize its sibling the Fire TV, which is priced at $99?
Next, we turn to YouTube's potential ad-free subscription service, which the company's CEO Susan Wojcicki teased earlier this week. We dig into YouTube's subscription prospects and its challenges. Together with HBO OTT, CBS All Access plus Vimeo and Starz (both of which also announced subscription plans this week), there's been a huge surge of interest in subscriptions, with more likely to come.
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YouTube, the 800-pound gorilla of free, ad-supported online video, is considering launching a new ad-free subscription-based service, according to YouTube's CEO, Susan Wojcicki. The disclosure came during an interview at Re/code's Code/Mobile event.
While short on details, Wojcicki emphasized flexibility in providing different viewing options to different viewers. She said, "We've been thinking about other ways it might make sense for us. We're early in that process, but if you look at media over time, most of them have both ads and subscription services."
I'm pleased to present the 247th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we talk about so-called "hybrid set-top boxes" and why we believe they're poised to play a critical role in the video ecosystem, especially for pay-TV operators. A hybrid STB can handle both traditional linear TV feeds and also broadband/IP/apps. Comcast's X1 is a great example, as are TiVo's boxes. Another technology approach which creates the same capability is from ActiveVideo Networks.
Colin and I both like hybrid STBs because they give the operator the ability to blend pay-TV/VOD/DVR with OTT. One prime opportunity of this that I see is for Netflix to be included in Comcast's X1, as I explained earlier this week. Just to give one example of how compelling these integrations can be, Colin cites the example of UPC Hungary, which integrated the YouTube app. Within a few months, 72% of its subscribers have used YouTube, averaging 45 minutes per session.
Colin notes the big win for subscribers here is convenience - it's just easier for people to use one device to access everything. We share additional thoughts on why we think hybrid STBs are beneficial and will become a big trend going forward.
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The list of YouTubers who owe their success to YouTube alone is shrinking. After years of dominating the online video market, YouTube is no longer the only place where online video is happening. From big video outfits like Maker Studios, to independent YouTube stars like PewDiePie, video producers who got their start on YouTube are now looking beyond YouTube for their next act.
Diversify revenue streams. It sounds simple enough, but as smart a move as this is, there are plenty of potential pitfalls in its execution. Because as much as relying on YouTube as your sole revenue stream is a mistake, not fully taking advantage of the alternative distribution channels at your disposal - or using them haphazardly - is an even bigger mistake.
Advertising on YouTube offers a ton of potential, but remains a complicated endeavor, creating friction for prospective buyers. To simplify things, Pixability is introducing v3 of its platform, which aims to optimize YouTube TrueView ads by enabling programmatic management of AdWords for Video buying. Bettina Hein, Founder and CEO of Pixability and Andreas Goeldi, CTO, demo'd the new features for me, explaining how they create new value for YouTube advertisers.
Consumers are spending more of their time with YouTube videos, which represents an opportunity for brands to connect with consumers with a more personal and engaging message.
Nielsen has already reported that when they include measuring YouTube's audience later this fall it will debut as the largest destination for video viewing among all cable networks and video websites - perhaps by a wide margin. YouTube has 1 billion unique monthly visitors globally and it continues to grow fast. In 2012 YouTube grew 55%. Television viewing, however, according to Nielsen, was down by almost 7% in the first quarter of 2014 among 18-24-year-old.
There is a new culture developing within the social ecosystem that has been called "Gen C." Gen C is the YouTube generation. Gen C describes people who care deeply about creation, curation, connection and community. It's not an age group; it's an attitude and mindset. While Gen C may not be every brand's target audience, the very notion that this is now labeled a generation underscores how large the movement has become.
While a number of YouTube multichannel networks (MCNs) have made lucrative exits recently, Kin Community, an MCN/female-focused lifestyle network, is instead aiming for long-term independent success, CEO and co-founder Michael Wayne explained to me.
Toward that end, late last week Kin raised $12 million, led by Canadian media company Corus Entertainment, with participation by Emil Capital and existing investors. It was the first financing in 6 years for the company, which has been profitable since 2012. Kin now generates 25 million unique viewers/month (and 4 billion lifetime views) with brands including Rosanna Pansino, Wayne Gross, The Ellen Show, Byron Talbot and the Lizzie Bennet Diaries.
Here's more evidence that over-the-top video may be pay-TV's friend, not its foe, as conventional wisdom holds. As reported by Broadband TV News, YouTube is enjoying early and widespread success since its recent launch by pay-TV operator UPC Hungary to hundreds of thousands of subscribers there.
Unveiled at the end of May as part of UPC Hungary's first phase rollout of multiple online apps, YouTube is already generating over a million minutes per day of viewing by UPC Hungary subscribers, the highest among the 20 different apps now available.
According to a new eMarketer forecast, in 2014 YouTube will account for 18.9% of the U.S. online video ad market, down from 21.2% in 2013. Still, YouTube will see a healthy 39.2% year-over-year net video ad revenue increase, from $810 million in '13 to $1.13 billion in '14. eMarketer forecasts YouTube's U.S. video ad revenue to continue growing, by 34.2% in '15 to $1.51 billion and by a further 18.3% in '16 to $1.75 billion.
September is here and that means summer 2014 is in the rear-view mirror. For online video and the broader video ecosystem, it was another busy few months, as viewers around the world continue to shift their consumption patterns, with many companies scrambling to keep pace. Below I've distilled my list of the 10 biggest online video stories of the summer - read on and let me know if I've missed something!
Amazon will acquire Twitch, the live-streaming video game platform, for $970 million. Until very recently Google was heavily rumored to be acquiring Twitch. Twitch is Amazon's 2nd-biggest acquisition ever, after its $1.2 billion purchase of Zappos in 2009. Twitch enables users to live-stream and record themselves playing video games, which tens of millions of monthly visitors watch.
Twitch is Amazon's biggest investment in online video to date and follows other video initiatives including Prime Instant Videos, an escalating slate of original programs, numerous high-profile licensing deals (including for various HBO programs and for the PBS drama "Downton Abbey") as well as the recent launch of the Fire TV connected TV device.
I'm pleased to present the 238th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we talk about the now fizzled Fox-Time Warner deal and the imperative of investing for the future. As I wrote, I think the deal's collapse is actually a positive outcome for Fox, as it was a risky bet to double down on the saturated and stressed pay-TV ecosystem. A more forward-looking, growth-oriented investment strategy would capitalize on changes being driven by online and mobile video.
Two of the biggest changes are among viewers and advertisers. Illustrating how younger viewers' attitudes are quickly evolving, we discuss new data showing YouTube stars are now more influential among American teens than Hollywood celebrities.
Meanwhile, underscoring how advertisers are now able to take their messages directly to consumers, we note that Nike dominated World Cup branded video viewership even though it wasn't even an official event partner. Another great example is Acura's creative sponsorship of Jerry Seinfeld's "Comedians in Cars Getting Coffee."
Last but not least, this week brought news that Netflix's subscription revenue for Q2 '14 edged out HBO's for the same period - an important milestone showing how OTT business models are coming of age.
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Likely not to surprise anyone with a teen in the house, new research commissioned by Variety found that the 5 personalities with the most influence among American 13-18 year-olds are all YouTube stars. As well, half of the top 20 are also YouTube stars, with the other half well-known mainstream celebrities.
1,500 teens were asked about 20 personalities (10 had the most subscribers on YouTube and 10 had the highest Q score among teens). Questions focused on approachability, authenticity and other measures deemed important to their influence. Answers were then scored on a 100-point scale to determine the final rankings.
Categories: Indie Video
I'm pleased to present the 237th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we dive deep into the question of whether YouTube is indomitable or vulnerable to new competitors. Colin observes that the 45% revenue split YouTube keeps has opened the door for everyone from Vessel (former Hulu CEO Jason Kilar's startup) to Yahoo to others to approach YouTube stars about better deal terms. Major MCNs like Maker Studios (acquired by Disney) and Fullscreen (rumored to be acquired by Otter Media) are expanding beyond YouTube with their own properties.
However, I don't see much changing with the revenue split, except maybe the largest players getting improved terms. For both established and startup content providers, YouTube offers unparalleled audience reach, publishing tools and monetization. I offer a few examples as proof of YouTube's power: PewDiePie (which now has an astounding 29 million subscribers), Vice News (a pure YouTube news channel now able to take over the NYTimes.com's masthead ad) and Sorted Food (a British startup that has gained 870K+ subscribers on YouTube and now tops its Food category).
For all of these content providers and tons of others, YouTube provides an open, flexible distribution platform unlike anything before it in the media business. Ad splits will continue to be a bone of contention, but YouTube is poised to only get stronger going forward.
Maker Studios' NewFronts presentation last night illustrated two of online video's biggest trends - the rise of short-form as a bona fide programming format and the intensifying battle for attention of millennial audiences. Maker is already a juggernaut, with 6 billion views per month, but last night's ambitious programming agenda - combined with its new access to Disney's treasure chest of iconic characters/brands - underscore Maker's potential to keep remaking the video landscape.