online video in latin america english webinar dec2010
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Online Video in Latin America
December 2010
Andres Palmiter
2 © comScore, Inc. Proprietary and Confidential.
Understanding the Latin American viewer
What can we learn from the Chilean Miners’ coverage?
Audience measures for Argentina, Brazil, Chile, and Mexico
Where did all this great data come from?
KEY ADVANTAGES
comScore Video Metrix
3 © comScore, Inc. Proprietary and Confidential.
Focus: Latin America
July 2010 Penetration Data V0910
Latin America
Argentina
Brazil
Chile
Mexico
4 © comScore, Inc. Proprietary and Confidential.
Sight, sound, and motion
There’s no better way to experience large cultural events than video,
but do we know who’s watching and where?
5 © comScore, Inc. Proprietary and Confidential.
Online Video allows convenient viewing of TV events
Recent comScore study sought to answer: why do viewers choose to
watch TV episodes online?
– NOT out of ad-avoidance
– Main factor is convenience and time-shifting
7%
13%
25%
38%
57%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Don’t subscribe to cable/don't have a TV
Prefer the online experience
Like to see past episodes
Less ads
Convenience
Missed episode on TV
Both TV/Online [B]
6 © comScore, Inc. Proprietary and Confidential.
Latin American viewers and the Chilean Miners
The Chilean Miners rescue was a cultural event that spanned age, interest,
and nationality
How can marketers better understand audience behavior and know where
they go to watch large cultural events online?
7 © comScore, Inc. Proprietary and Confidential.
Ability to understand content-specific viewing behavior
comScore groups content providers into content categories and sets
norms around engagement and viewership that are content-specific
– Ability to see demographic breaks by content category as well
– Focus on three categories: News/Information, Conversational Media, and
Entertainment
8 © comScore, Inc. Proprietary and Confidential.
Video and Conversational Media
Younger and older audiences participate in cultural events in different
ways
– In Argentina more than a third of Conversational Media video viewers are
between the ages 15-24
37.6
24.6
14.9
14.0
15-24
25-34
35-44
45-54
% Viewers Conversational Media / Argentina
9 © comScore, Inc. Proprietary and Confidential.
Video and Conversational Media
Males and females also exhibit different viewing patterns
– In Chile females ages 45+ watch more conversational media videos than their
male counterparts, at more than a 2-1 ratio
3.1
1.3
Females 45+
Males 45+
Videos Views / Conversational Media / Chile
10 © comScore, Inc. Proprietary and Confidential.
News and Information
Whereas conversational media requires participation, News and
Information best recreates TV. Unsurprisingly, News and Information
attracts an older demographic.
– In Argentina, News and Information is most popular among people ages 35+,
making up almost half of the content category’s audience
916,000 1,850,000 Persons 35+
Audience / News and Information / Argentina
Persons 35+ Total
11 © comScore, Inc. Proprietary and Confidential.
News and Information
Whereas conversational media requires participation, News and
Information best recreates TV. Unsurprisingly, News and Information
attracts an older demographic.
– In Mexico, people ages 35-44 watch proportionately more News/Information
videos per viewer than younger demographics (6.6 compared to the average of
4.9)
6.6
4.9
Persons 35-44
All Persons
Videos per Viewer / News and Info / Mexico
12 © comScore, Inc. Proprietary and Confidential.
Live Streaming
As online video technology becomes more mature, live streaming sites
buttress TV viewing
– Watch cultural events as they happen, even if the viewer is stuck in front of a
computer
– In Brazil, live streaming sites such as Ustream, Veemi, Boxlive.tv keep viewers
engaged longer for each video than the average video site.
9.3
10.9
11.7
5.4
Ustream
Boxlive.tv
Veemi
Average
Minutes per Video / Live Sites / Brazil
13 © comScore, Inc. Proprietary and Confidential.
Entertainment’s reach
In every market, the entertainment category dominates in terms of
audience reach, total minutes viewing, and video views
16,680
10,996
35,969
6,191
15,560
9,755
30,612
5,773
Mexico
Argentina
Brazil
Chile
Entertainment Category / Reach
Entertainment Viewers (000)
Total Viewers (000)
14 © comScore, Inc. Proprietary and Confidential.
What we learned
Younger viewers tend to be more engaged with Conversational Media,
whereas older viewers viewed more videos on News and Information
Live viewing sites would allow marketers to more opportunities to monetize
single streams, due to the increased minutes per video
15 © comScore, Inc. Proprietary and Confidential.
Understanding the Latin American viewer
Audience measures for Argentina, Brazil, Chile,
and Mexico
How do the intensity measures match up with US?
Where did all this great data come from?
KEY ADVANTAGES
comScore Video Metrix
16 © comScore, Inc. Proprietary and Confidential.
0
85
83
82
85
84
a
Argentina
Mexico
Brazil
Chile
USA
Online Video Reach / Web Population
Online Video reach is consistent across the region
July, 2010 Video Metrix Data
17 © comScore, Inc. Proprietary and Confidential.
… and across different ages
July, 2010 Video Metrix Data
88%
86%
84%
85%
80%
88%
85%
84%
83%
81%
88%
85%
86%
85%
83%
89%
85%
84%
83% 83%
15-24 25-34 35-44 45-54 55+
Online Video Reach / By Demographic
Argentina
Mexico
Brazil
Chile
18 © comScore, Inc. Proprietary and Confidential.
… though video consumption skews younger
July, 2010 Video Metrix Data
35%
25%
16% 15%
9%
49%
20%
14%
8%
3%
34%
31%
20%
10%
4%
35%
23%
18%
12% 10%
15-24 25-34 35-44 45-54 55+
Online Video Consumption / By Demographic
Argentina
Mexico
Brazil
Chile
19 © comScore, Inc. Proprietary and Confidential.
Room for growth in consumption
July, 2010 Video Metrix Data
86
111
83
87
204
Argentina
Mexico
Brazil
Chile
USA
Videos per Viewer
20 © comScore, Inc. Proprietary and Confidential.
Compared to US data from October 2008, the gap disappears
July, 2010 Video Metrix Data
86
111
83
87
92
Argentina
Mexico
Brazil
Chile
USA
Videos per Viewer
21 © comScore, Inc. Proprietary and Confidential.
Room for growth in engagement
July, 2010 Video Metrix Data
7.1
9.0
7.5
7.1
15.0
Argentina
Mexico
Brazil
Chile
USA
Hours per Viewer
22 © comScore, Inc. Proprietary and Confidential.
Compared to US data from October 2008, the gap reverses
July, 2010 Video Metrix Data
7.1
9.0
7.5
7.1
4.6
Argentina
Mexico
Brazil
Chile
USA
Hours per Viewer
23 © comScore, Inc. Proprietary and Confidential.
272MM
Each month, online video in Brazil accounts for:
July, 2010 Video Metrix Data
Unique Viewers
Percent of 15+ Internet Audience
Total Videos
Total Hours
Videos per Viewer
Hours per Viewer
35.9MM
2.9B
83 7.5
82%
24 © comScore, Inc. Proprietary and Confidential.
78MM
Argentina:
July, 2010 Video Metrix Data
Unique Viewers
Percent of 15+ Internet Audience
Total Videos
Total Hours
Videos per Viewer
Hours per Viewer
10.9MM
948MM
86 7.1
85%
25 © comScore, Inc. Proprietary and Confidential.
44MM
Chile:
July, 2010 Video Metrix Data
Unique Viewers
Percent of 15+ Internet Audience
Total Videos
Total Hours
Videos per Viewer
Hours per Viewer
6.2MM
536MM
87 7.1
85%
26 © comScore, Inc. Proprietary and Confidential.
150MM
Mexico:
July, 2010 Video Metrix Data
Unique Viewers
Percent of 15+ Internet Audience
Total Videos
Total Hours
Videos per Viewer
Hours per Viewer
16.7MM
111 9
83%
1.8B
27 © comScore, Inc. Proprietary and Confidential.
Understanding the Latin American viewer
Audience measures for Argentina, Brazil, Chile, and Mexico
Where did all this great data come from?
KEY ADVANTAGES
comScore Video Metrix
28 © comScore, Inc. Proprietary and Confidential.
comScore Leverages Rich Panel Data to Deliver Unique and Broad
Digital Business Analytics
The Only Global Measurement
of Audience and E-commerce
170+ Countries Under Measurement
43 Markets Reported
2 Million Person Panel
360°View of Person Behavior
V0910
29 © comScore, Inc. Proprietary and Confidential.
PAGE TAGS
Unified Digital Measurement™ (UDM) Establishes Platform For
Panel + Census Data Integration
PANEL
Unified Digital Measurement (UDM) Patent-Pending Methodology
Adopted by 88% of Top U.S. Media Properties
Global
PERSON Measurement
Global
MACHINE Measurement
V0910
30 © comScore, Inc. Proprietary and Confidential.
What does Video Metrix measure?
Video Metrix uses the same UDM methodology and panel as Media Metrix 360
All data was from October 2010! Except where
noted.
Answer the questions:
Who’s watching?
How long are they watching?
Does viewing behavior change for different
types of content?
31 © comScore, Inc. Proprietary and Confidential.
Andres Palmiter apalmiter@comscore.com
Thank you!
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