Drivers

1

• Drivers Barriers To Online Video Viewing
• Pam Horan
• VP Marketing Membership
• IMA Conference SF 2005
• Embargoed until February 8, 2005
• Conducted in partnership with

2
Online Publishers Association (OPA)
3
Researching Online Video Viewership

• Goals
• Build a demographic and behavioral profile of
  online video viewers
• Gain insight into detailed video viewing behavior
• Identify drivers of and barriers to online video
  viewing
• Understand various types of online video content
  and their relationship to viewers

4
Participating OPA Web Sites

• BusinessWeek.com
• CBS.MarketWatch.com
• CNET Reviews
• DIYnetwork.com
• Edmunds.com
• ESPN.com
• FineLiving.com
• FoodNetwork.com
• Forbes.com
• GameSpot.com
• HGTV.com
• iVillage.com
• LATimes.com

• MSNBC.com
• MTV.com
• NYTimes.com
• Reuters.com
• Reuters.co.uk
• Sun-Sentinel.com
• TheBostonChannel.com (IBS)
• USATODAY.com
• Wall Street Journal Online
• WashingtonPost.com
• Weather.com
• WFAA.com (Belo)

5
Methodology Sample

• Online survey of 27,841 Internet users age 13 and
  older conducted on 25 individual Web sites
• Recruitment method General site sample through
  pop-up intercepts on home page and several key
  entry pages
• One to two weeks field period per site
• Survey hosted at Frank N. Magid Associates
  online division surveysonline.com

6
Online Video Viewing Behavior(Anywhere On The
Web)
7
Online Video Viewing Is A Common Activity For
Many Internet Users
Frequent
Online Video Use
BASE Total sample (N27,841).
8
Video Viewers Have Very Desirable Demographics
Group Definitions Video viewers are a
combination of Frequent viewers, which watch
online video at least once a week N6,780) and
Infrequent viewers which watch online video
less than weekly (N11,740). Non-viewers are a
combination of intenders who currently dont
watch online video but are likely to start
(N5,501) and those who are likely never to
watch (N1,085).
9
Online Video Viewers Are Heavier Internet Users
Video/DVD Watchers
Group Definitions Video viewers are a
combination of Frequent viewers, which watch
online video at least once a week N6,780) and
Infrequent viewers which watch online video
less than weekly (N11,740). Non-viewers are a
combination of intenders who currently dont
watch online video but are likely to start
(N5,501) and those who are likely never to
watch (N1,085).
10
35 Of Viewers Frequently Watch At Home, 16 At
Work
Q.5 How often do you watch online videos at the
following locations? BASE Online video viewers
with Internet access at those locations.
11
Daytime, Evening and Weekend Online Video
Viewership is Strong
Q.6 During which times of day do you usually
watch online videos? BASE Online video viewers
(N20,470). Frequent view weekly, Infrequent view
less than weekly
12
News Clips Are The Most Commonly Watched Type Of
Video
News / current events videos
Movie clips / trailers
Music videos
Sports highlights
Q.3 Which of the following types of video do you
watch on the Internet? BASE Online video viewers
(N20,470).
13
Sports Highlights Are The Most Frequently Watched
Online Videos
Sports highlights (N5,588)
News/current events videos (N13,477)
Music videos (N5,936)
Movie clips/trailers (N9,987)
Q.4 How frequently do you watch each of the
following types of video on the Internet? BASE
Those video viewers who watch these types of
videos online.
14
Preferred Length Of Video Types
Sports highlights (N5,588)
Movie clips/trailers (N9,987)
News/current events videos (N13,477)
Music videos (N5,936)
Q. 20 Videos on the Internet can range in length
from a few seconds to an hour or longer. What is
your preferred length for the following types of
online video? BASE Those video viewers who watch
these types of videos online.
15
Most Online Videos are Viewed in Their Entirety
Why do you usually NOT watch videos in their
entirety on SITE?
When you watch videos on SITE, do you usually
watch the entire video?
Watch until I have the info I want
Dont like having to watch ad before/during
online video
Because something else comes up
Videos are usually too long
Technical problems
Videos are not interesting
Videos are of poor quality
Q.56A When you watch videos on SITE, do you
usually watch the entire video? BASE SITE users
who have watched video on SITE (N8,854). Q.56B
Why do you usually NOT watch videos in their
entirety on SITE? BASE SITE users who have
watched video on SITE and usually dont watch
entire videos (N1,191).
16
Online Video Ads are Seen and Reacted to
Positively
Actions taken as result of viewing an online
video ad
Checked out a Web site
Requested information
Ever seen a video ad?
Went to a store to check out a product
Forwarded ad to friend/family member
Made a purchase
Ordered a subscription
None of the above
Q.75 Have you ever seen a video ad on the
Internet, meaning a product or service
advertisement that incorporates a video clip?
BASE Total sample (N27,841). Q.76 Which of the
following have you ever done as the result of
viewing an online video ad? BASE Those who have
seen video ads (N19,608).
17
Currently, Consumers Discover Online Video Thru
Random Surfing
Q.26 Which of the following statements best
describes how you usually watch online video?
BASE Online video viewers (N20,470).
18
Video Viewing Behavior On OPA Member Sites
19
32 Have Watched Video On The Intercepting Site
High
Video use on the site where respondents were
intercepted
Low
20
Strong Opportunity for Publishers To Convert
General Viewers Into Site Viewers
I have never watched video on SITE
Infrequent overall viewers
Frequent overall viewers
Less than weekly online video viewers (N13,005)
Weekly online video viewers (N7,465)
SC.F Have you ever watched video on SITE?
Percentages indicate No answers. BASE Online
video viewers (N20,470).
21
Reasons For Not Watching Video On The
Intercepting Site
Didnt know there are videos available
Dont want to register to access video
Dont want to download the necessary
plug-ins/software
Not interested in watching video on a
computer/prefer TV
My Internet connection is too slow
SITE doesnt offer the type of videos which
interest me
My computer is not powerful enough
Q.58 What are the reasons you have never watched
video on SITE?
22
Reasons For Not Watching Video On The
Intercepting Site
Q.58 What are the reasons you have never watched
video on SITE? BASE Those who have not watched
video on SITE.
23
What Would Motivate Non-Viewers To Start Watching
Online Video?
53 Ability to easily find my favorite types of
videos
43 Faster Internet connection
35 Availability of content not available
anywhere else
37 Better picture quality
28 Better sound quality
27 More powerful computer
24 Getting e-mails with links to videos
Q.33 Which of the following would make you more
likely to watch video on the Internet? BASE
Non-video viewers (N7,371).
24
Key Findings

• 27 of sample watch video at least 1x week and 5
  daily
• Desirable demo male, high SES, broadband
• Online viewing is strong throughout the day,
  evening and weekends
• One third frequently watch at home, 16 at work
• News and current events are most commonly watched
• Most videos are viewed in their entirety
• Ads are noticed and acted upon
• Videos tend to be found thru random surfing
• Viewers would likely watch more if sites more
  effectively exposed their video content and added
  variety

25

• Appendix

26
¼ Of Viewers Have Registered With A Site For
Online Video Access
Have paid for online video access (excluding
adult content)
Have registered with a Web site to get online
video access
Q.27 Have you ever registered with a Web site
just so that you can access their online videos?
BASE Online video viewers (N20,470). Q.28 Have
you ever paid for online video access (excluding
adult content)? BASE Adult online video viewers
(N19,667).
27
Few Users Are Willing To Pay For Online Video At
Any Price Point
2.99 monthly fee to access online videos on SITE
4.99 monthly fee to access online videos on SITE
6.99 monthly fee to access online videos on SITE
Q.61(A-C) How likely would you be to pay a ___
monthly fee to access online videos on SITE? For
each of the following, please indicate how
satisfied you are with the video viewing
experience on SITE? BASE Split sample (based on
all respondents).
28
For More Information Contact

• Pam Horan
• pamhoran_at_online-publishers.org
• 646.698.8346