Q 01
Table of Contents ABOUT OOYALA S GLOBAL VIDEO INDEX REPORT...3 EXECUTIVE SUMMARY...4 RED STATE/BLUE STATE... AROUND THE WORLD IN 0 PLAYS...6 Viewer Behavior and Engagement by Device...9 Viewer Engagement: Leaning Back... LIVE VIDEO ON THE RISE... 13 Turning Information Into Insights... 14 APPENDIX... 1
About Ooyala s Global Video Index Report Ooyala measures the anonymized viewing habits of nearly 00 million unique viewers in more than 130 countries every month. We process billions of video analytics events per day, and use our market-leading video analytics to help media companies and consumer brands grow their audiences and earn more money with mobile, multi-screen broadcasting. Ooyala helps TV networks, cable and satellite providers, movie studios, and online media companies power premium video content on tablets, smart phones, smart TVs, and PCs. We work with hundreds of forward-thinking customers around the globe, including Mirax, ESPN, Bloomberg, PAC-1 Network, Caracol, CJ Entertainment, and Yahoo! Japan.
Executive Summary The lines between broadband and broadcast continue to erode as TV shifts to a mobile, multi-screen media landscape. The second quarter of 01 saw Parount selling movie rentals on YouTube and Google Play, Amazon Instant Video landing on the PlayStation Network, and the Major League Baseball App recording three million downloads just eight days into the season. People are spending more time watching premium, long-form content on tablets, PCs, mobile devices, and connected TVs & ging consoles (CTV&GC). 1 Red States and Blue States here are defined by the outcome of the 00 U.S. Presidential election. Videos longer than 10 minutes. This report builds on findings from our analysis of previous quarters. Red States vs. Blue States 1 As the political season heats up, we re tracking how different states watch online video across America. Ooyala s data reveals that Blue State viewers watch 6% more online video per person than Red State viewers. Around the World in 0 Plays Online video engagement patterns vary by country and region. Our data reveals the global video hot spots. In Great Britain, 1% of the total time spent watching online video occurs on mobile phones and tablets. % of the total time spent watching online video in China occurs on tablets and smart phones. R.I.P. Keyboard Cat People don t watch small clips on big screens. When using smart TVs, set-top boxes and ging consoles, viewers spend 93% of their time watching movies, TV shows and other long-form content. Content Convergence As premium content moves online, people are spending more of their viewing time watching premium long-form videos on tablets, PCs, smart TVs and mobile devices. Long-form video content accounted for more than two-thirds of the total time users spent watching video on tablets in Q 01. The share of time that viewers spent watching long-form video on tablets grew 47% in a single quarter. Long-form content and longer viewing sessions give publishers more revenue opportunities, as they insert multiple mid-roll ads and increase the average revenue per minute. Live Video On The Rise Ooyala s data reveals that viewers are highly engaged with live events, sports and specials. Live video viewing is accelerating rapidly especially on tablets and phones. Q 01 GLOBAL VIDEO INDEX REPORT 4
Red State/Blue State Ooyala compared the total online video plays to the populations of each state. Massachusetts had the highest viewer engagement of all states. Each state s plays were divided by this maximum so that Massachusetts equals numeral 1 on our normalized viewing scale and all other states appear as a fraction of 1. THE BOTTOM LINE On average, Blue State viewers watch 6% more online video per person than Red State viewers. Neither Red States nor Blue States are uniform in their online video viewing patterns. In Georgia, for exple, viewers watch four and a half times more online video than viewers in Mississippi. Normalized plays per person 0..4.6. 1 Q 01 GLOBAL VIDEO INDEX REPORT
Around the World in 0 Plays Ooyala looked at data from several regions across the globe to get a better idea of how people there watch online media. We tracked video plays across all device types to see how viewing behavior changes by time of day, as well as country, to identify several global video hot spots. TV is going Mobile & Global Viewers are embracing a mobile, multi-screen experience in countries around the world. In Great Britain, 1% of the total time spent watching online video occurred on mobile phones and tablets % of the total time spent watching online video in China takes place on tablets and smart phones. Mexico saw 6% of the share of time watching streing media occur on mobile screens. Non-PC based viewing is more valuable advertising inventory, since most viewers watch in full-screen mode on tablets, phones, and Smart TVs. When publishers are able to segment their audience by device, they will be able to command up to a 100 percent premium for these impressions. In markets like China, India, Malaysia and parts of Latin America, we re already seeing certain publishers delivering more than half of their streing content to tablets and smart phones. Paid transactions are also increasing on mobile devices. In India, the paid content market is four times the size of ad-supported content. THE BOTTOM LINE Broadcasters and service providers must leverage global viewer data to create more personalized and profitable media experiences. Our data from publishers streing long-form, niche content reveals that viewers watch three times more pre-roll ads than viewers who consume online video on a typical network property. Global viewership: mobile and tablet Q 01 MOBILE TABLET 1% 1 % Japan Great Britain Singapore Austria China France Hong Kong Netherlands Thailand Malaysia Sweden India Canada United States Spain Mexico Italy Germany Phillipines Colombia Brazil Q 01 GLOBAL VIDEO INDEX REPORT 6
Around the World in 0 Plays Time watched by hour and region: all connected devices Q 01 UNITED STATES EMEA APAC LATAM 7% 6% % 4% 3% % 1% 6 7 9 10 1 1 3 4 6 7 9 10 1 1 3 4 Q 01 GLOBAL VIDEO INDEX REPORT 7
Around the World in 0 Plays Time watched by hour, Europe Q 01 AUSTRIA GERMANY SPAIN ITALY NETHERLANDS 10.% 9% 7.% 6% 4.% 3% 1.% Time watched by hour, Asia Q 01 CHINA JAPAN MALAYSIA SINGAPORE 10.% 9% 7.% 6% 4.% 3% 1.% European engagement metrics reveal how viewing patterns vary from country to country. Most countries follow the se general engagement pattern across all devices. (The exception is Austria, where viewing begins earlier and drops off sharply in the evenings.) Online video analytics show how viewers consume content and let media publishers spot patterns and make better publishing decisions. Based on this viewing data, Malaysians may never sleep. Time watched by hour, LATAM Q 01 Time watched by hour, Canada, US, Great Britain Q 01 COLOMBIA DOMINICAN REPUBLIC MEXICO VENEZUELA CANADA GREAT BRITAIN UNITED STATES 10.% 10.% 9% 9% 7.% 7.% 6% 6% 4.% 4.% 3% 3% 1.% 1.% Data from several Latin American countries reveals very different engagement curves over the course of a day. Venezuela and the Dominican Republic show strong viewing spikes during midday, while Mexico and Colombia peak in the afternoon and evening. We see similar engagement curves in Canada, Great Britain and the United States. Across all devices, people watch the most online video in the evenings between 7 and 10 PM. Q 01 GLOBAL VIDEO INDEX REPORT
Viewer Behavior and Engagement by Device THE BOTTOM LINE TABLETS The total share of time spent watching long-form content like TV shows and movies on tablets grew nearly last quarter. Two-thirds of the videos viewed on tablets in Q were longer than 10 minutes, compared to about half the total videos in Q1. People spend more time watching long-form video on their tablets than on any other connected screen (except for connected TVs and ging consoles). SMART PHONES Videos longer than 10 minutes made up almost half of the total time spent watching video on smart phones last quarter. The time spent watching long-form video content on phones grew 17 percent in a single quarter, moving from 41% in Q1 to 4% in Q. PCs Long-form video content made up 6% of the total time spent watching streing video on PCs in Q 01. The percent of time spent watching long-form video on PCs grew 1% in a single quarter increasing from 4% in Q1 to 6% in Q 01. CONNECTED TV & GAMING CONSOLE VIDEO VIEWING Big screens are for big content. Viewers spent 93% of their time watching long-form content like movies and TV shows on smart TVs, set-top-boxes and ging consoles up from % in Q1. Companies like YouTube, ESPN, Bloomberg, and Netflix are creating a TV-like experience online with continuous video playback. These longer viewing sessions are more valuable to content publishers because pre-rolls can now be treated as mid-roll ad breaks between videos. Time watched by video length and device (minutes) Q 01 >10 min 6-10 min 3-6 min 1-3 min <1 min 10 7% % TIME WATCHED BY VIDEO LENGTH AND DEVICE Q1 01 % of All Hours Watched 10 7% % > 10 min 6 to 10 min 3 to 6 min 1 to 3 min < 1 min Desktop Mobile Tablet CTV & GC Q 01 GLOBAL VIDEO INDEX REPORT 9
Viewer Behavior and Engagement by Device GOING MOBILE The share of time spent watching video on mobile phones and tablets continues to grow quickly. The overall share of mobile video plays jumped 36% last quarter, while tablet video s share of time watched increased by 7%. Together, the overall share of time spent watching video on mobile devices and tablets increased 64% in Q 01. Share of time watched: mobile video, tablet video Q 01 MOBILE TABLET 3% % 1% April 1st April nd May 13 June 3 June 4 Share of time watched: mobile + tablet video Q 01 % 4% 3% % 1% April 1st April nd May 13 June 3 June 4 Q 01 GLOBAL VIDEO INDEX REPORT 10
Viewer Engagement: Leaning Back Among all online viewers, tablet and connected TV owners were the most engaged in Q, watching more content for longer periods of time. The lack of keyboards and mice brings a lean-back mentality to tablets, set-top-boxes and ging consoles. Viewers tend to watch more of a given video than those watching on a PC or mobile phone. Tablet time per play jumped 19% in the second quarter of 01 The ipad dominates tablet video viewing. Unlike mobile phones, the ipad s form factor allows viewers to sit down and lean back when they watch video, resulting in higher engagement. The ipad s integration with itunes also simplifies media acquisition and contributes to the rise of long-form content viewing. Our data shows that most publishers are undermonetizing their content on tablets. More aggressive tablet video monetization strategies such as mid-roll support, and HTML support with HTML analytics tracking, will lead to higher revenues without risking viewer abandonment. OTT GOES LONG Connected TV & ging console viewers spent more time watching streing media than any other device category. Driven by the living-room environment and growing availability of TV shows and movies online, viewers streing OTT video watched an average of 14 minutes per play. THE BOTTOM LINE The most successful media publishers execute flawless ios tablet strategies, including video apps, live tablet video publishing, and highly social video integration. Some of the best exples of ipad video apps include: PAC-1 Now by PAC-1 Networks TED by TED Conferences Conan O Brien Presents: Te Coco by TBS Time per play: desktop, mobile, tablet (seconds) Q 01 DESKTOP MOBILE TABLET 0 Time per play: desktop, mobile, tablet, CTV & GC (seconds) Q 01 600 DESKTOP MOBILE TABLET CTV & GC 00 40 10 100 0 April 1st April nd May 13 June 3 June 4 300 0 00 10 100 0 0 April 1st April nd May 13 June 3 June 4 Q 01 GLOBAL VIDEO INDEX REPORT
Viewer Engagement: Leaning Back Whether the content is one or 0 minutes long, the se general engagement patterns emerge across all devices. Tablet and connected TV viewers watch more than viewers who watch on other devices. Armed with the right viewer engagement metrics, media companies can target certain devices in discrete ways to reach more viewers and drive more revenue from online video. 7% completion rate by device Q 01 7% 6% % 4% 3% DESKTOP MOBILE TABLET Video publishers, broadcasters and operators need to develop apps for connected TVs, ging consoles and tablets. Not only will more people will be able to watch your content, when they do watch, they will be much more engaged than mobile and desktop viewers. Average time per play (minutes) Q 01 1 1 9 6 3 % April 1st April nd May 13 June 3 June 4 0 Desktop Mobile Tablet CTV & GC Engagement by device Q 01 COMPLETED % COMPLETED COMPLETED 7% COMPLETED 10 Playthrough by device Q 01 <1 1-3 3-6 6-10 >10 6 6 4 4 Desktop Mobile Tablet CTV & GC Desktop Mobile Tablet CTV & GC Q 01 GLOBAL VIDEO INDEX REPORT 1
Live Video On the Rise The share of time spent watching live video on tablets increased dratically last quarter. From sports and live news to special events, more people are engaging with live content online. The share of time spent watching live video on tablets and mobile devices increased 13% in Q. But live content is attractive to viewers across all devices. PC viewers tuned in to live videos for an average of 33 minutes in Q, compared with VOD PC engagement rates of minutes, 0 seconds. THE BOTTOM LINE People watching breaking news, sports, and other live content are more engaged across all devices. This allows publishers to monetize live video content more effectively on all connected screens. Time per live video play by device, month (minutes) Q 01 DESKTOP MOBILE TABLET CTV & GC 60 0 40 30 0 10 0 April May June Q 01 GLOBAL VIDEO INDEX REPORT 13
Turning Information Into Insights Ooyala helps leading media companies gain data-driven insights into their content. We leverage this data to deliver the right content to the right screen at the right time. Our Big Data and real-time video analytics offer video publishers and content owners the ability to understand their viewers like never before. But it is not enough to collect huge ounts of data and assume your job is done. The key to Big Data and its real value lies in transforming oceans of information into valuable, useful insights. When you understand when, why and how your viewers watch, you can publish more engaging content and earn more money with online video. The result is a more personalized, profitable media experience that benefits both viewers and content publishers alike. That is the power of real-time video analytics.
Appendix data tables Red State/Blue State Time Watched by Hour of Day Time Watched by Hour of Day (Europe) State Color Normalized Plays/Person Alaba red 0.3 Alaska red 0.46 Arizona red 0.6 Arkansas red 0.43 California blue 0.6 Colorado blue 0. Connecticut blue 0.71 Delaware blue 0.33 Florida blue 0.6 Georgia red 0.6 Hawaii blue 0.66 Idaho red 0.7 Illinois blue 0.1 Indiana blue 0.47 Iowa blue 0.1 Kansas red 0.4 Kentucky red 0.1 Louisiana red 0.0 Maine blue 0.47 Maryland blue 0.4 Massachusetts blue 1.0 Michigan blue 0. Minnesota blue 0.63 Mississippi red 0.1 Missouri red 0.6 Montana red 0.39 Nebraska red 0. Nevada blue 0. New Hpshire blue 0.6 New Jersey blue 0.76 New Mexico red 0. New York blue 0.6 North Carolina blue 0.3 North Dakota red 0. Ohio blue 0.60 Oklahoma red 0.46 Oregon blue 0.61 Pennsylvania blue 0.67 Rhode Island blue 0.9 South Carolina red 0.37 South Dakota red 0.47 Tennessee red 0.4 Texas red 0.9 Utah red 0. Vermont blue 0.46 Virginia blue 0.7 Washington blue 0.69 West Virginia red 0.3 Wisconsin blue 0. Wyoming red 0.44 Hour of Day United States EMEA APAC LATAM 1.% 0.9%. 0.6% 6 1.7% 1.1%.% 0.9% 7.% 1.7% 3.% 1.7% 3.%.7% 4.3%.% 9 4.6% 3.6%.6% 4. 10. 4.3%.3% 4.6%.3% 4.7%.1%.4% 1.4% 4.% 4.6%.7% 13.4%. 4.6%.% 14.%. 4.7%.% 1.4%.1% 4.7%.7% 16.3%.3% 4.6%.6% 17.3%.6% 4.6%.7% 1.3%.7% 4.% 6. 19.3% 6. 4.3% 6.% 0.4% 6.4% 4.6% 6.% 1.6% 6.7% 4.% 6.1%.7% 6.7% 4.9%.9% 3. 6.1%.%.3% 0 3.7% 4.7%.1% 3.7% 1.7% 3.4% 3.9%.3% 1.9%.3%.7% 1.% 3 1.4% 1.%.1% 1. 4 1.% 1. 1.9% 0.7% Hr of Day Austria Germany Spain Italy Netherlands 0.% 0.% 1.1% 0.7% 0.7% 6 1.6% 0.9% 1. 0.9% 0.% 7 3.% 1.3% 1.% 1.3% 1.3% 4.%.1% 1.% 1.9%.1% 9.7% 3.1%.6%.7%.9% 10 6.3% 4. 3.4% 3.4% 3.% 6.% 4.7% 4.3% 4.1% 4.4% 1.%.% 4.7% 4.%.% 13.% 6.% 4.9% 4.9%.% 14.4%.9% 4.7%.7%.4% 1.%.4% 4.6%.9%. 16.6%.4%.4%.9%. 17.9%.7%.6% 6.% 4.% 1.3%.6% 6.3% 6.3%.6% 19. 6. 6.3% 6.% 6.1% 0.3% 6.4% 6.% 6.1% 6.6% 1.6% 6.9% 6.4% 6.% 7..1% 7. 6. 6.9% 7.4% 3 3.9% 6.1% 6.1% 6.% 6.7% 0.7% 4.4%.7%.1%.4% 1 1.%.9% 4.3% 3.7% 3.% 1.3% 1.9% 3.3%.4%.3% 3 1. 1.3%.% 1.% 1.% 4 0.% 0.9% 1.4% 1. 1. Q 01 GLOBAL VIDEO INDEX REPORT 1
Appendix: Data Tables Time Watched by Hour of Day (Asia) Time Watched by Hour of Day (LATAM) Time Watched by Hour of Day (US/UK/Canada) Hour of Day China Japan Malaysia Singapore.1% 1.6% 3.% 1.7% 6.7%.1% 3..6% 7 3.6%.9% 3.% 4.3%.6% 3.7% 3.% 4.6% 9.%.% 3.7% 6. 10.% 6.1% 3.9%.9%.3%.7% 4.1% 6.3% 1..% 3.%.% 13 4.6% 4.% 3.7% 4.% 14 4.3% 4.9% 4.1% 4.% 1 4.% 4.7% 4.% 4.9% 16 4.% 4.9% 4.3% 4.3% 17 4.4%. 4.3% 4.% 1 4.9% 4.7% 4.4% 4.1% 19 4.4% 4.6% 4.3% 3.9% 0 4.6% 4.9% 4.7% 4.4% 1 4.3%.% 4.% 4.4% 4.1%.4%.1% 4.7% 3 3.%.1%.4%. 0 3.6% 4.1%.3% 4.3% 1 3.% 3.%. 3.%.6%. 4.7%.% 3 1.9% 1.6% 4.% 1.% 4. 1.4% 3.6% 1.6% 6 7 9 10 1 13 14 1 16 17 1 19 0 1 3 0 1 3 4 Hr of Day Colombia Dominican Republic Mexico Venezuela 0.6% 1.4% 0.6% 1. 0.9% 1.9% 0.% 1.6% 1.%.9% 1.%.%.9% 4.4%.6% 3.% 4..1% 4.% 4.4% 4.6% 6.%..4%.4%.%.7%.6%.7% 9.1%.4% 10.1% 6. 6.%.3% 6.9% 6.1% 4.% 4.% 4.7%.9% 4.% 4.6% 4.7%.7% 4.1% 4.6% 4.%.7% 4.%.3% 4.4%.%.4% 6.7% 4.4% 6.4% 4.% 7.7%.% 6.7% 4. 7.3% 6.% 6.1% 4. 6.6%.9%.9% 4.%.6% 4.7%.% 3.%.% 3.% 3.6%.7% 4..4%.%.%.%. 1.3%.3% 1.% 1.% 0.9% 1.7% 1.% 1. 0.6% 1.% 0.% 0.% Hour of Day Canada Great Britain United States 1.% 0.9% 1.% 6 1.% 1. 1.7% 7.3% 1.%.% 3.3%.4% 3.% 9 4.1% 3.% 4.6% 10 4.6% 3.9%. 4.7% 4.%.3% 1 4.% 4.4%.4% 13 4.7% 4.4%.4% 14 4.% 4.3%.% 1 4.9% 4.%.4% 16..%.3% 17.3%.4%.3% 1.4%.7%.3% 19.7% 6.3%.3% 0 6. 6.9%.4% 1 6.3% 7.3%.6% 6.3% 7.3%.7% 3.% 6.6%. 0 4.%.% 3.7% 1 3.3% 3.9%.7%.3%.6% 1.9% 3 1.7% 1.6% 1.4% 4 1.3% 1.1% 1.% Q 01 GLOBAL VIDEO INDEX REPORT 16
Appendix: Data Tables Time Watched by Video Length and Device, Q 01 Share of Time Watched: Mobile + Tablet Video Share of Time Watched: Mobile Video, Tablet Video Video Length Desktop Mobile Tablet CTV&GC <1 min 3% 4% 3% 1-3 min 3-6 min 6-10 min >10 min 1% 3% 1% % 1% 19% 1 % 6% 6% % 3% 6% 4% 67% 93% Time Watched by Video Length and Device, Q1 01 Video Length Desktop Mobile Tablet CTV&GC < 1 min 4% 4% 4% 1-3 min 19% 9% 4% 3% 3-6 min 1% 1% 17% 3% 6-10 min 7% % 9% % > 10 min 4% 41% 46% % Week of Apr 1, 01 Apr, 01 Apr 1, 01 Apr, 01 Apr 9, 01 May 6, 01 May 13, 01 May 0, 01 May 7, 01 Jun 3, 01 Jun 10, 01 Jun 17, 01 Jun 4, 01 Share Tablet + Mobile.96% 3.4% 3.3% 3.% 3.7% 3.74% 3.% 3.4% 4. 4.03% 4.09% 4.4% 4.6% Week of Share Mobile Share Tablet Apr 1, 01 1.% 1.% Apr, 01 1.7% 1.9% Apr 1, 01 1.7% 1.7% Apr, 01 1.6% 1.7% Apr 9, 01 1.7% 1.9% May 6, 01 1.7%. May 13, 01 1.7% 1.9% May 0, 01 1.7%.1% May 7, 01 1.7%.3% Jun 3, 01 1.7%.3% Jun 10, 01 1.%.3% Jun 17, 01..% Jun 4, 01.3%.6% Q 01 GLOBAL VIDEO INDEX REPORT 17
Appendix: Data Tables Time Per Play, Desktop, Mobile, Tablet Week of Apr 1, 01 Apr, 01 Apr 1, 01 Apr, 01 Apr 9, 01 May 6, 01 May 13, 01 May 0, 01 May 7, 01 Jun 3, 01 Jun 10, 01 Jun 17, 01 Jun 4, 01 Desktop 13 130 1 1 131 133 147 16 16 19 10 17 146 Mobile Minutes per Play Desktop Mobile Tablet CTV&GC Tablet 14 10 100 109 107 10 6 14 106 17 10 177 169 13 1 14 04 1 07 14 0 Time Per Play, Desktop, Mobile, Tablet, CTV&GC 7% Completion Rate by Device Week of Apr 1, 01 Apr, 01 Apr 1, 01 Apr, 01 Apr 9, 01 May 6, 01 May 13, 01 May 0, 01 May 7, 01 Jun 3, 01 Jun 10, 01 Jun 17, 01 Jun 4, 01 Week of Apr 1, 01 Apr, 01 Apr 1, 01 Apr, 01 Apr 9, 01 May 6, 01 May 13, 01 May 0, 01 May 7, 01 Jun 3, 01 Jun 10, 01 Jun 17, 01 Jun 4, 01 Desktop 13 130 1 1 131 133 147 16 16 19 10 17 146 Mobile 14 10 100 109 107 10 6 14 106 Engagement by Device Desktop Minutes Per Play.4 1.7 4.10 14. Tablet 17 10 177 169 13 1 14 04 1 07 14 0 CTV&GC 19 9 499 9 96 79 494 6 99 37 Desktop 44% 46% 4% 4% 49% 1% 49% 4% 46% 47% 4% 4% 46% Mobile 3% 41% 34% 37% 39% 3% 39% 41% 4 4 39% 39% 3% Tablet 3% 4% 4% % % 7% 6% 7% % 7% 6% 6% 6% Playthrough by Device by Length Mobile Tablet CTV&GC Engagement % Completion 9% % 71% 6% Engagement Completion % 44% 63% 6 Engagement 7% Completion 47% 39% % % Engagement 10 Completion 4 9% 43% 46% <1 min 1-3 min 3-6 min 6-10 min >10 min Desktop 63% 47% % 36% % Mobile % 46% 4% 9% % Tablet 7% 6% 4% 39% CTV&GC 76% 74% % 61% 37% Time Per Live Video Play by Device, Month (Minutes) April May June Desktop 33 37 9 Mobile 1 1 13 Tablet 6 6 0 CTV&GC 49 44 Q 01 GLOBAL VIDEO INDEX REPORT 1
Appendix: Methodology Methodology DATA SOURCES & SAMPLE SIZE The data sple used in this report covers the second quarter of 01, from April 1 through June 30. All data was taken from an anonymous cross-section of Ooyala s global customer and partner database an array of broadcasters, studios, cable operators, print publications, online media companies and consumer brands. These firms broadcast video to over 130 different countries from more than 6,000 unique domains. Nearly 00 million unique viewers watch an Ooyala-powered video every month. This data sple is not intended to represent the entire Internet, or all online video viewers. DATA COLLECTION Ooyala s video analytics technology collects all anonymized video data in real time. During playback, Ooyala s video player gathers information continuously and relays it to an analytics module, which then stores the data in a distributed file system, Hadoop. Viewer statistics are then compiled and stored in a Cassandra data cluster, where the information is made readily available for analysis ANALYSIS & METRICS Ooyala s video analytics module tracks a range of standard variables, such as: Displays, plays and time watched Viewer engagement and video completion rates Sharing by social network Geography (region, state, city, Designated Marketing Areas) Device type (mobile, desktop, tablet, connected TV devices & ge consoles) Operating system (Windows, Android, ios) Browser (Safari, Chrome, Firefox, Internet Explorer) Q 01 GLOBAL VIDEO INDEX REPORT 19
Appendix: Glossary/Disclaimers & Assumptions GLOSSARY Conversion Rate: The ratio of plays to displays. 10 displays with 1 play is a conversion rate of 1. Completion Rate: The rate at which viewers watch a specified portion of a given video. Sometimes used interchangeably with play-through rate. Display: Each (and any) time a video is loaded in a browser and displayed to the viewer Mobile Devices: All smart phones, including ios, Android, Blackberry, and others. Video Play: Each time a video starts playing. Connected TV Devices & Ging Consoles: Set-top boxes and OTT devices, including Wii, Playstation, Boxee, Roku, Xbox and Google TV. Tablets: All media tablets, including ios and Android. Disclaimers & Assumptions Data is not aggregated across all videos or providers for vertical data, and only publishers with a meaningful ount of videos watched are included. Publishers with incomplete data for Q have been excluded. When selecting items for inclusion in the report, Ooyala s data science te selected metrics that were clear and meaningful. Granular measures were broken down along many categories, which resulted in a large ount of data. Rather than reporting all of this data, the Ooyala te chose to highlight those measures that give a good impression for the data set as a whole. Q 01 GLOBAL VIDEO INDEX REPORT 0