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1、 For info about the proprietary technology used in comScore products, refer to http:/ Online Video Consumption in APAC and “Total Video” CASBAA Convention 2014: Brightcove Seminar “OTT Think Differently” Joe Nguyen, Senior Vice President, APAC, comScore, Inc. jnguyen comScore, Inc. Proprietary. 2 S
2、ource: comScore Video Metrix, September 2014, Worldwide Worldwide: PC users crossed over 300B videos/month With an average of 202 videos/viewer/mo. And an average of 952 minutes/viewer/mo. comScore, Inc. Proprietary. 3 Source: comScore Video Metrix, September 2014, Taiwan Taiwan: Non-local publisher
3、s dominate comScore, Inc. Proprietary. 4 Source: comScore Video Metrix, September 2014, Malaysia Malaysia: YouTube channel partners do well comScore, Inc. Proprietary. 5 Source: comScore Video Metrix, September 2014, Japan Japan: Males watch 2X more online video than females comScore, Inc. Proprieta
4、ry. 6 Source: comScore Video Metrix, September 2014, Japan Japan: But only 80% of internet users view online videos comScore, Inc. Proprietary. 7 Unique Viewers Monthly Videos Videos per Viewer Minutes per Viewer 15-24 120,207 14,586,563 121.3 840.1 25-34 129,091 13,196,146 102.2 659.3 35-44 89,692
5、8,214,486 91.6 573.7 45-54 40,328 3,893,551 96.5 558.6 55+ 21,424 2,214,404 103.4 500.6 全部15+ 400,742 42,105,149 105.1 675.8 Source: comScore Video Metrix, August 2014, China China: The youth are heavy users of online video comScore, Inc. Proprietary. 8 Source: comScore Video Ranking Report, August
6、2014, China China: TV shows dominate the online video landscape PV (000) 中国好声音 304,460 爸爸去哪儿 115,360 综艺大爆炸 48,740 快乐大本营 43,690 我的青春高八度 40,410 12道锋味 32,700 我们一起来！ 26,160 侣行 23,350 花样爷爷 21,830 男神女神 21,460 PV (000) 中国好声音 100,730 爸爸去哪儿 42,920 优酷全娱乐 26,400 快乐大本营 20,070 我的青春高八度 14,500 综艺大爆炸 13,630 综艺最爆点 1
7、1,980 12道锋味 11,050 我们一起来！ 10,320 侣行 9,080 0%20%40%60%80%100% 90s Total Movie TV drama TV Show Total TV Shows Ranking in August 90s Gen Popular TV Shows in August PV Share by Program Types For info about the proprietary technology used in comScore products, refer to http:/ Video Consumption is About
8、Cross-Platform CASBAA Convention 2014: Brightcove Seminar “OTT Think Differently” comScore, Inc. Proprietary. 10 comScore advances cross-platform measurement PC + TV 2010 2011 2013 2014 Set Top Box Data across 4M HHs Multi-Screen Phase I 2012 5 Screen Phase 1 Mobile + PC + TV Mobile + PC + TV OTT In
9、tegration Multi-Screen Phase II comScore, Inc. Proprietary. 11 4hr 19min 4hr 28min 5hr 6hr 7min 50 min 59 min 55 min 51 min 40 min 47 min TV OnlyTV + PC/Laptop OnlyTV + PC/Laptop + Mobile Only TV + PC/Laptop + Mobile + Tablet More screens = More time spent on every device Average time spent per day
10、following Olympics 4hr 19min 5hr 18min 6hr 50min 8hr 29min TV Only TV + PC/Laptop TV + PC/Laptop + Mobile TV + PC/Laptop + Mobile + Tablet Tablet Mobile PC/Laptop TV comScore, Inc. Proprietary. 12 To take advantage of ESPNs total Reach, an advertiser needs to place messages across all platforms Sour
11、ce: Project Blueprint, September 2013 Exclusive daily reach 29.8 6.4 5.5 Men 18+ 42 million total Reach ESPN Daily Reach Build (Millions) Added Reach-Radio Added Reach-Digital TV +40% comScore, Inc. Proprietary. 13 49% 16% 30% 42% 17% 33% 4% 9% Users M18+ Usage M18+ 4+ Platforms 3 Platforms 2 Platfo
12、rms 1 Platform About half of all users during September 2013 were multi- platform users However, multi-platform users did most of the consumption Source: Project Blueprint, September 2013 (users/usage in total month) Users% = % of total users; Usage% = % of total minutes ESPN multi-platform users an
13、d usage 50% 84% comScore, Inc. Proprietary. 14 Measuring Sony Crackle across multiple platforms requires many layers of video audience de-duplication Multi-Platform Total Digital Desktop Total Mobile SmartPhone iOS Android Tablet iOS Android Living Room Devices Console Playstation PS3 PS4 Xbox Xbox
14、360 Xbox One Connected TV SmartTV LG/Samsung Y! Widgets Toshiba Vizio Dlink Bravia TV Roku comScore, Inc. Proprietary. Digital platforms increase audience size by 30% Multi-platform measurement for Crackle, Dec, 2013 comScore, Inc. Proprietary. Cross-Platform Campaign Measurement 59.2% 47.0% 19.2% 2
15、.1% 0% 10% 20% 30% 40% 50% 60% 70% Week 1 Week 1-2 Week 1-3 Week 1-4 Week 1-5 Week 1-6 Week 1-7 Week 1-8 Week 1-9 Week 1-10 Week 1-11 Week 1-12 Week 1-13 Week 1-14 Cross-Platform Reach Total TV Web Online Video 12.2% DemographicTV Reach Incremental Digital ReachIndex All Persons60.07%100 Men 18-3447
16、.012%171 Men 25-5460.018%257 Men 35+75.05%71 Women 18-3460.010%143 Women 25-5465.010%143 Women 35+70.07%100 Campaign measurement: Brand X web and digital video adds 12 reach points comScore, Inc. Proprietary. 17 “Total Video” measurement for the industry Total Video Linear TV OTT Video Digital Video
17、 comScore, Inc. Proprietary. 18 comScore, Inc. Proprietary. 19 Over-the-top content (OTT) refers to delivery of audio, video, and other media over the Internet without a multiple- system operator being involved in the control or distribution of the content. - Wikipedia Last thought: Whats the definition of “OTT”? Lets talk TOTAL VIDEO rather than OTT For info about the proprietary technology used in comScore products, refer to http:/ Thank You CASBAA Convention 2014: Brightcove Seminar “OTT Think Differently” Joe Nguyen, Senior Vice President, APAC, comScore, Inc. jnguyen