株式会社グローバルインフォメーション
TEL: 044-952-0102
表紙
市場調査レポート

デジタルビデオ視聴時間:2016年

Digital Video Viewing Hours 2016: Audiences Choose and Disrupters Rule

発行 Accustream Research 商品コード 499458
出版日 ページ情報 英文 46 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=109.06円で換算しております。
Back to Top
デジタルビデオ視聴時間:2016年 Digital Video Viewing Hours 2016: Audiences Choose and Disrupters Rule
出版日: 2017年05月09日 ページ情報: 英文 46 Pages
概要

当レポートでは、デジタルビデオ視聴時間について調査分析し、ウェブサイト、宛先、サービス、デバイス、視聴時間、アクセス数のほか、年間視聴時間シェアなども含めて、体系的な情報を提供しています。

第1章

  • デジタルビデオ視聴時間:長文式コンテンツが優勢
  • リニアTV・デジタルビデオ視聴:視聴者消費統計の比較
  • デジタルビデオ視聴、時間、月間平均ユーザー数 (プラットフォーム別) :データベース

第2章

  • インターネットTV
  • ウェブページへの訪問を活性化
  • OTTデバイスを除くと、インターネットTV時間は59.3%の視聴シェアを獲得
  • YouTubeは強力なビデオプログラマー
  • YouTubeは年中無休のTV広告のインターネットバージョン
  • デジタルビデオ毎時データベース (パブリッシャー、コンテンツカテゴリー別)

第3章

  • 広告支援時間:デジタルビデオ視聴 (オンライン) の合計54%
  • 加入時間:合計46%
  • デジタルビデオ視聴時間

第4章

  • デジタルビデオ視聴時間市場シェア
  • デジタルビデオ視聴時間ランキング
目次

Digital video clocked in at 85.6 billion total viewing hours in 2016, yielding a14.6% time spent equivalency to its 24/7 linear counterpart.

On a going forward basis, AccuStream Research will shift its digital video viewing analytics focus to increments/aggregates of time.

  • Digital viewing hour tallies exclude OTT device access (i.e.; Apple TV, Amazon Fire TV, Google's Chromecast device, Roku and Sling), as well as estimated duplicated/syndicated usage generated by media brands hosted primarily on Facebook, Twitter, YouTube or other audience platforms.
  • Digital video viewing access hours enabled by OTT platforms are, however, also accounted for inside this research study and form an integral component to the multiple data-driven market share analytics models contained.
  • This research report, Digital Video Viewing Hours 2016: Audiences Choose and Disrupters Rule, indicates one of the most valuable outcomes for any producer/programmer today, brand loyalty, is rotating in and around the orbits of internet giants, from Netflix, Facebook, Instagram and Amazon, to Google/YouTube.
  • A key to this stage of the medium's leap to recognition is a hefty slice of viewing audiences embrace the internet for video entertainment--despite shortcomings (i.e.; library depth/choice, fragmented device compatibility, ad insertion bottlenecks, balky navigation and connectivity issues)-because it delivers better value per dollar.

Against the backdrop of declining multi-channel TV subscribers, the internet matches up well against linear TV counterparts, whether on price, ability to produce hit programming and offer slimmed down, customized programming packages that target more precisely viewer preferences to pay for what they actually use.

There may be a recurring generational wave of acceptance regarding internet as a primary viewing platform, however.

As younger audiences age and raise families, their entertainment choices may also evolve toward--or at least include--linear TV take-up, assuming a wholesale paradigm shift in way video programming is offered, priced and delivered doesn't of necessity take hold over the next decade.

  • Internet pure-plays Netflix and YouTube, combined, capture a 53.7% share of viewing hours. By contrast, cross-platform programmer Hulu owns a 4.8% share.
  • Internet-centric social audience platforms Facebook, Instagram, Snapchat and Twitter roll up another 24.7% share, with the remainder divvied up across some 200 internet sites, broadcast, cable TV and print brand extensions online.
  • Analyzed another way, aligning all internet TV-like (i.e.; with long-form content) services, destinations and channels generated 50.7 billion hours of viewing in 2016, while social media added another 29.7 billion hours of combined viewing.
  • While relevant advertiser concerns about what constitutes a “view,” or length of view (occurring anywhere from 3 seconds to hours), measurement in and buying against hours offers technology vendors (from media players to integrated viewing platforms) along with producers, publishers and advertising brands an opportunity to recast their solutions and unify their monetization formulae.

When factoring in user activity and volume associated with social video delivery, monetization models must account for short-form nature of social platform UGC content that nevertheless drives big viewing share in the aggregate.

Ongoing advertiser concerns over objectionable content also remain across platforms, though the current share strength seen on social/audience services by has compelled publishers to migrate their digital presence inside those environments.

Moreover, there are examples of publishers reducing destination-based brand building, and moving toward a syndication model where audience platforms form a primary point of ad-supported access for content outside of authenticated sign-in.

Ad-supported hours equal 54% of the total, while subscription makes up a 46% share. That ratio could change over the next couple of years, perhaps significantly, if YouTube's planned YouTube TV subscription video service (i.e.; live streaming TV) gets off the ground and offers an appealing option.

YouTube is the largest ad-supported programmer in digital video, with a weighty 45.6% of total ad-supported viewing hours.

This research package includes a full year 2016 database listing of sites, destinations, services, devices, total video views, minutes/hours of viewing, accesses by device type (desktop, mobile/tablet/OTT box).

Also included in the annual percentage share of viewing hours by each service, site, destination and channel; those that are ad-supported, subscription based, internet only and cross-platform in nature.

Table of Contents

EXECUTIVE SUMMARY

  • DIGITAL VIDEO VIEWING HOUR DISTRUPTERS: MARKETSHARE TILTS HEAVILY TOWARD THE INTERNET GIANTS 2016
    • Netflix and YouTube account for a combined 53.8% share of viewing hours across all platforms
    • Internet-centric publishers locked in 89.6% viewing share in 2016
    • Four of the top 10 digital video publishers are social media platforms delivering video across all devices, including Facebook, Instagram, Snapchat and Twitter
  • DIGITAL VIDEO DISRUPTER SERVICES AND COMPLEMENTARY TECH DEVICES DRIVE THE MARKET IN HOURS VIEWED
    • Online TV/Movie services capture 59% of total hours
    • Made-for-the-medium content successes ease concerns over library depth and major studio licensing deals/costs
    • Internet media upstarts command a large swath of the marketplace and possess very strong balance sheets; they are in it to win it
    • Social media cracks into the digital video viewing hour market with a desirable and exploitable 19.4% share
    • Analysis shows access through OTT boxes such as Apple TV, Roku, Chromecast devices/casting apps and Fire TV connected audiences to 51 billion hours of content in 2016
    • A Deeper Analytics Dive: Excluding OTT boxes and duplicate hours: A 14.6% comparable piece of linear viewing in 2016
    • Non-linear video viewing analysis shows TV/Movie and social media dominance in multiple database utilization scenarios
  • AD-SUPPORTED HOURS TOTAL 54% OF 2016 DIGITAL VIDEO VIEWING ONLINE
    • SUBSCRIPTION HOURS TOTAL 46%, AND POISED TO GROW AS MORE FLEXIBLE RATE PACKAGES AND PROVIDERS BRING SERVICES TO MARKET
    • Netflix and YouTube are the twin pillars of digital video viewing hours, one subscription and the other ad supported
    • Facebook and Instagram are evolving toward more video centric programming; expect both ad-supported and pay-as-you go services rollout over the next several years

SECTION ONE

  • DIGITAL VIDEO VIEWING HOURS 2016: LONG-FORM CONTENT DOMINANT
  • LINEAR TV AND DIGITAL VIDEO VIEWING: COMPARATIVE AUDIENCE CONSUMPTION STATISTICS 2016
    • Internet era upstart media firms are the big players and current leaders in digital video share
    • Digital viewing hour share 2016: TV, Movies and Social Media set the pace
    • Online TV, movies and social media capture a combined 81.7% hourly viewing share
    • Broadcast/cable brand extensions own a 4.3% share
  • DIGITAL VIDEO VIEWS, HOURS, AVERAGE MONTHLY USERS BY PLATFORM 2016: COMPLETE DATABASE

SECTION TWO

  • INTERNET TV: A MARKETPLACE CREATED AND DOMINATED BY MEDIA BRANDS NETFLIX, YOUTUBE AND HULU
  • ACTIVATING EYEBALLS: AUDIENCES SAY THE INTERNET DOES IT BETTER
    • Video services and platforms native to the internet channel (including socials) dominate viewing hours
  • EXCLUDING OTT DEVICES, INTERNET TV HOURS CAPTURE A 59.3% VIEWING SHARE IN 2016
    • Total non-duplicated digital video viewing hours at 85.6 billion in ‘16 (excluding OTT access)
    • Toward a new video advertising model that unifies ad opportunities inside more sophisticated player environments
  • YOUTUBE IS A POWERFUL VIDEO PROGRAMMER THAT DELIVERS A GREAT VIEWING EXPERIENCE ACROSS PLATFORMS
  • YOUTUBE EXPLOITS AN INTERNET VERSION OF TRADITIONAL 24/7 TV ADVERTISING: PRE-ROLL FORMATS EVOLVE
  • DIGITAL VIDEO HOURLY DATABASE BY PUBLISHER AND CONTENT CATEGORY: 2016

SECTION THREE

  • AD-SUPPORTED HOURS TOTAL 54% OF 2016 DIGITAL VIDEO VIEWING ONLINE
  • SUBSCRIPTION HOURS TOTAL 46%, AND POISED TO GROW AS MORE FLEXIBLE RATE PACKAGES AND PROVIDERS BRING SERVICES TO MARKET
  • DIGITAL VIDEO VIEWING HOURS: COMPLETE AD-SUPPORTED AND SUBSCRIPTION COMPARATIVE ANALYTICS DATABASE 2016

SECTION FOUR

  • DDDDD DIGITAL VIDEO VIEWING HOUR MARKETSHARE TILTS HEAVILY TOWARD THE INTERNET GIANTS 2016
    • Netflix and YouTube account for a combined 53.8% share of viewing hours across all platforms
    • Internet-centric publishers locked in 89.6% viewing share in 2016
    • Four of the top 10 digital video publishers are social media platforms delivering video across all devices, including Facebook, Instagram, Snapchat and Twitter
  • DIGITAL VIDEO VIEWING HOUR RANKING 2016: PUBLISHER, VIEWS, HOURS AND PLATFORM FOCUS
Back to Top