2016网络直播视频营销机遇报告.pdf

TUNE IN TO THE LIVE VIDEO OPPORTUNITY 1 TIME-SHIFTED VIEWING IS ING MORE PREVALENT ON TV Monthly time spent watching Time-shifted TV 2 *source: Nielsen Total Audience Report, Q3 2015,, P2+ Nielsen Cross-Platform Report, Q3 2012, P2+ Q3 : 2012 Q3 : 2015 11 hours 30 mins 24 hours 23 mins 3 LIVE EVENTS $8,470 $14,300 $6,270 $15,000 Sports Gen Ent Total Ad Revenue for Big works (in millions) 2010-11 2014-15 Live Sports represented 37% of the Big works’ total revenue in 2014-15 Source::Kantar AS VIEWERSHIP ON DIGITAL DEVICES IS INCREASING, IS THE THIRST FOR LIVE ING WITH IT? 4 Source: Yahoo Migration to Mobile Video, October 2015 +55% Smartphone+48% Tablet+34% PC/Laptop Increase in video watching in past year by device (Top 2 Box: A lot/little more than a year ago) YES, LIVE IS OUTPACING THE GROWTH OF OTHER TYPES OF ONLINE VIDEO 5 Source: FreeWheel Video ization Report, Q3 2015 YoY ad view growth LiveLong-formShort-form113%30%9%OBJECTIVE & METHODOLOGY 6 KEY QUESTION:Does Live represent the same opportunity online as it does on TV? QUANTITATIVE (IPSOS): Online Survey, Total N = 2,002 ?50/50 Live Online Video Viewers/Prospects ?P13-64 ?Field Dates: 12/4/15 – 12/17/15 QUALITATIVE (DEEP FOCUS): Facial Coding & Pre/Post Online Test ?~50/50 A18-34 and A35-49 ?Sports ?Entertainment ?News 7 AGENDA Live Drivers Ad Effectiveness in Live The Evolution of Live 1 2 3 8 LIVE DRIVERS 9 WHY LIVE STREAMING? Online live viewers are more likely to feel excitement, immediacy, and connection Source: Yahoo Live Opportunity 60% 52% 54% 52% 50% 55% 49% 49% 48% 45% Up-to-date Informed Involved Connected with the world Excited Live TV Viewers Live Online Viewers LIVE ONLINE PROVIDES VIEWING OPPORTUNITIES THAT TV CANNOT OFFER 10 Source: Yahoo Live Opportunity 51%Mobility 59%Excitement 48%Multi-tasking Ability Why Live Online is preferred to TV: Live Online vs. Live TV