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marketingsolutions@yahoo-inc.com
For more inormation on this study, please contact your Yahoo! account manager
CONTACT
In 2009, Yahoo! commissioned a study to help online marketersunderstand how they could take advantage o the emergingonline video revolution. In just two short years, we’ve observeda change in online video that signals a maturation o this mediaormat. Whereas phase 1 o online video was a revolution,phase 2 is an evolution. This evolution is happening on threeronts: video consumption habits, the sharing o video contentand the video content itsel. Marketers need to understand thisshit in order to eectively reach their consumers in this trulyengaging ormat.As a ollow up to our initial study, some key questions answeredin this research include:
•
How have online video consumption and viewing habitschanged in the last 2 years?
•
What type o video content is being viewed and what are consumers expecting to watch more oin the uture?
•
How does the proessional production value o video content impact engagement and ad receptivity?
Methodology
Yahoo! partnered with Interpret to survey more than 4,100 online video viewers about their last viewingexperience in the past 24 hours. To ensure accurate representation o online video usage as it compares totraditional television, we used last occasion coincidental methodology, a common practice in TV advertisingresearch but unique in online video.
Key Findings
1. Big Growth
Video continues to grow signicantly, specically ull length movies and TV shows. In a given day 57%watched an online video, a 33% increase rom 2009. However, short clips still represent the majority ovideos watched, roughly 75%.
Phase 2 of Video:
Revolution Evolution
20092011
5%8%
Full-Length MoviesFull-Length TV ShowsShort Clips
Proportion of Content Type - Watched in the Past 24 Hours
11%18%84%74%
 
8
advertising.yahoo.com
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866-747-7327
 
*
 
marketingsolutions@yahoo-inc.com
For more inormation on this study, please contact your Yahoo! account manager
CONTACT
2. Night Time Shift in Watching
There's been a marked increase, +30pts, in online video viewership between the hours o 6pm to 9pm.Viewership during “business hours” (9am-5pm) has declined, with the majority o videos seen in theevening when viewers are home. The growth o services like Netfix and Hulu (both o which have morethan doubled in 2009) have likely prompted the growth in evening video streaming.
3. More Streams Shared, but Less Sharers
While there has been an overall increase in streams that are shared, the percentage o viewers that sharevideos has decreased in the past two years. Only 26% o respondents stated they actually shared thevideo they just watched, compared to 34% in 2009. Interestingly, the overall video sharer has gotten older,as the 25-54 demographic has grown rom 64% to 72%. We ound that older demographics are less likelyto share video, thus contributing to a smaller proportion o online video sharers.
4. Ad Receptivity Increases with Production Value
Video advertising receptivity increases when it’s tied to proessionally produced content. We ound thator proessional videos, viewers are signicantly more likely to remember seeing the ad, retain productinormation or recall the brand being advertised. Ads associated with proessional content are also morelikely to be viewed as relevant to consumers.
50%
I Watched in the Past 24 Hours...
45%40%35%30%25%20%15%10%5%0%
Those who have streamed rom Netfix inthe past 24 hours grew 200%, and thosewho have streamed rom Hulu grew 67%
20092011
5AM - 8:59AM9AM - 11:59AM12:00PM - 2:59PM3PM - 5:59PM6PM - 8:59PM9PM - 12:59PM1AM - 4:59AMProfessionalMade by peoplelike me
Advertiser recallI remember the brand or productThe ad was annoyingThe ad was intrusiveThe ad was relevant to the video I was watchingThe ad was relevant to me personally
Professionally Made vs. Made by People Like Me
45%36%19%12%41%47%36%40%19%15%15%12%
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