video beyond pc : the opportunity in mobile-bhasker jaiswal
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Video Beyond PC: Opportunity in Mobile and Beyond
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72% of China’s netizens own a smartphone And they spend 2.34 hours on their phone using the internet
Data Source: IMMS 2014 China Netizen Internet Behavior
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42% of China watch online videos every week
Data Source: CNRS 2013
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In the past 3 years, Mobile Online TV coverage has almost tripled
Data Source: iUserTracker, June, 2014
2012 2013 2014
70 million
116 million
200 million
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15 mins
25 mins
46 mins
Mobile Online TV viewers have caught up daily time spent on video
41 mins
42 mins
46 mins
2012 2013 2014
Data Source: iUserTracker, June, 2014
PC
Mobile
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2012 2013 2014YTDMobile WAP 65,396 184,683 198,331Mobile APP 1,474,077 4,969,966 14,088,152PC 28,409,611 27,736,602 28,301,310
95% 84% 66%
5% 15%
33%
MONTHLY TRAFFIC TO ONLINE VIDEO SITES (PAGEVIEWS, MILLION)
Mobile traffic to video sites has also grown significantly; meanwhile PC traffic has stagnated
Data Source: iUserTracker, June, 2014
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Already, 31% of YouKu’s monthly audience comes from mobile. Not only that, the mobile OTV audience contribute to 54% of YouKu’s page views.
Data Source: iUserTracker & mUserTracker, June, 2014
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This trend is being reflected on other sites
Top 10 Online Video Websites
Video Site Total Monthly
Users (mil) PC %
APP %
Page Views Total (mil)
PC %
APP %
YOUKU 354 69% 31% 9,748 45% 54%
IQIYI 345 77% 23% 5,990 52% 48%
LETV 263 89% 11% 2,696 74% 25%
TUDOU 176 89% 11% 1,844 76% 23%
PPTV 162 73% 27% 2,505 80% 20%
56 157 98% 2% n/a
FUNSHION 157 89% 11% n/a
XULEI KANKAN 157 97% 3% 1,429 98% 2%
PPS 141 54% 46% 3,039 12% 88%
KU6 135 100% 0% n/a
Data Source: iUserTracker & mUserTracker, June, 2014
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Growth has accelerated amongst older, higher income audiences
Under 24 57 84 25-30 46 67 31-35 26 41 36-40 19 32
Above 40 13 24
No Income 18 28 Below RMB1,000 7 10 RMB 1,000-2,000 16 20 RMB 2,000-3000 33 47 RMB 3,000-5,000 41 62
Male 94 146 Female 67 101
Dec 2013 June 2014
+55% +51%
+47% +46% +58% +68% +85%
+56% +47% +46% +58% +68%
Data Source: mUserTracker, June, 2014
Mobile Online TV Monthly Population (Million)
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Mobile OTV viewers skew higher income 13
%
12%
21%
23%
16%
15%
11%
4% 8%
19%
25%
32%
NO INCOME BELOW RMB1,000 RMB 1,000-2,000 RMB 2,000-3000 RMB 3,000-5,000 ABOVE RMB 5,000
MONTHLY PERSONAL INCOME
OTV MONTHLY COVERAGE % BY PC & MOBILE
OTV-PCMonthly Coverage%
OTV-MobileMonthly Coverage%
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Yet, advertising still lags behind audience growth
91%
66%
98%
84%
100%
95%
9%
33%
2%
15%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2014 YTD Spends
2014 YTD Traffic
2013 Spends
2013 Traffic
2012 Spends
2012 Traffic
ONLINE VIDEO SPENDS VS. TRAFFIC
Data Source: iAdTracker, iUserTracker, June, 2014
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P&G UNILEVER MARUBI 37WAN LOREAL MARS CHINAMOBILE COLGATE UNI-PRESIDENT MENGNIU
APP 11 4 67 0 2 3 1 2 0 3PC 178 105 39 88 85 72 73 45 40 35
94%
97%
37%
100% 97% 96% 99%
96% 99% 93%
6%
3%
63%
[VALUE]% 3% 4% 1%
4% 1% 7%
TOP 10 ADVERTISERS' AD SPEND 2014 YTD (MILLION RMB; %)
Lack of accountability hinders spending from the big players
Data Source: iAdTracker June, 2014
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THE FUTURE
Mobile OTV ad spend will only start matching PC OTV spends when tracking becomes common place There is headway, tracking agencies have just launched SDK cookies and mobile OTV spends have risen in the past year.
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THE FUTURE
Video viewership will continue to fragment as more smart TVs enter the market Smart TV penetration amongst higher income households will only grow and video viewership will follow—when the Chinese government provides more regulatory flexibility for Smart TV content.
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THE FUTURE
The challenge will be in measuring, planning and integrating across all online screens As Online TV fragments across multiple screens the need for a single source of data for online video will be paramount for holistic planning.
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Summary • In the past 3 years, Mobile Online TV coverage has grown significantly. Mobile Online
TV viewers now match PC viewers in terms of time spent.
• Most of this growth has come from older, higher income earners, 32% of Mobile OTV viewers earn more than RMB 5,000 a month vs. 15% of PC online viewers.
• Advertising lags behind the audience growth—share of spend is only at 9% vs. 33% of traffic.
• Mobile OTV ad spend will only start matching PC OTV spends when tracking becomes common place.
• Video viewership will also continue to fragment as more smart TVs enter the market. The challenge for marketers and agencies will be in measuring, planning and integrating video across all online screens.
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Thank You For any enquiries contact Bhasker Jaiswal, Managing Partner - Business Intelligence [email protected]
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