Data from Ad Age's Online Video Market 2011 poster
By unique viewers in July 2011
Ranked by unique video viewers in July 2011 (orange bars). The taller bars show viewing sessions for each site. See more notes below. |
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Source: Comscore Video Metrix from home, work and university locations, July 2011. Unique viewers and sessions are in thousands. 1) Google is primarily YouTube.com. 2) Includes Paramount. 3) Excludes Time Warner properties HBO and Warner Bros. 4) News Corp. and Comcast Corp.'s NBC Universal each owned a 32% stake in Hulu as of June 2011. Walt Disney Co., private-equity firm Providence Equity Partners and Hulu management own the rest. 5) Excludes Comcast-related properties such as Fandango and E! Online. Comcast bought 51% of NBC Universal in January 2011. |
For July 2011
U.S. online video ads to top $7 billion by 2015
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Source: EMarketer, June 2011. Includes in-banner, in-stream (such as pre-roll and overlays) and in-text (ads delivered when users mouse-over relevant words). |
What interactive marketers predict
PROPERTIES | INCREASE | STAY THE SAME | DECREASE | NOT APPLICABLE |
INTERACTIVE MARKETING TACTICS | ||||
Created social media | 55% | 37% | 4% | 3% |
Mobile marketing | 51 | 39 | 4 | 6 |
Online video | 50 | 37 | 8 | 6 |
Email marketing | 43 | 46 | 9 | 2 |
Paid placement in social media | 41 | 48 | 5 | 6 |
Search engine optimization (SEO) | 40 | 54 | 4 | 2 |
Display advertising | 35 | 40 | 26 | 0 |
Paid search listings | 30 | 57 | 9 | 4 |
TRADITIONAL MARKETING TACTICS | ||||
TV | 21 | 46 | 24 | 9 |
Direct mail | 17 | 47 | 33 | 3 |
Magazines | 15 | 53 | 27 | 5 |
Outdoor | 15 | 52 | 22 | 11 |
Radio | 10 | 49 | 30 | 12 |
Telemarketing | 9 | 49 | 32 | 10 |
Yellow pages | 6 | 49 | 38 | 8 |
Newspapers | 4 | 41 | 42 | 13 |
Source: Forrester Research, "U.S. Interactive Marketing Forecast, 2011 to 2016." U.S. interactive marketers were asked: "In the next three years, do you think marketing's effectiveness will increase, stay the same or decrease as compared to today for each of the following channels.Numbers rounded. |
First quarter data on how the U.S. watches video
MONTHLY REACH (000) | TIME SPENT | |
Watching TV in the home1 | 288,500 | 158:47 |
Watching timeshifted TV1 (all TV homes) | 107,065 | 10:46 |
DVR playback (only in homes with DVRs) | NA | 26:14 |
Using the internet on a computer2 | 190,913 | 25:33 |
Watching video on internet | 142,437 | 04:33 |
Using a mobile phone3 | 231,000 | NA |
Mobile subscribers watching on a mobile phone3 | 28,538 | 04:20 |
Source: Nielsen Co.'s. The Cross-Platform Report, Quarter 1, 2011. Monthly reach is the number of users age 2 plus. Time spent is in hours and minutes per month for users age 2 or older. TV viewing patterns in the U.S. tend to be seasonal. 1. Includes those viewing at least one minute between Dec. 27, 2010, and March 27, 2011, and any playback within that period. Timeshifted TV is primarily on DVR, but includes VOD, DVD recorders and server-based DVRs. 2. Internet figures are from work and home. Figures are averages. 3. Based on analysis of past 30-day use during the period. Includes users who access mobile video through any means. |
96% of those 13 to 54 watch video weekly
2011 | 2010 | |
ALL VIEWERS SURVEYED | ||
Watch TV | 93% | 90% |
Watch streaming video | 47 | 37 |
Watch downloaded video | 28 | 20 |
Watch on mobile phone | 23 | 12 |
Any viewing | 96 | 95 |
VIDEO-GAME CONSOLES | ||
Have DVD-capable video-game console | 60% | 48% |
•Use console to watch DVD monthly | 19 | 17 |
Have PS3/Blu-ray DVD-capable video-game console | 19 | 15 |
•Use console to watch DVD monthly | 9 | 6 |
Have 3G video-game console with connected capability | 39 | 27 |
•Use console to watch DVD monthly | 12 | 6 |
APPLE DEVICES | ||
Have iPod Touch | 16% | 11% |
•Use for viewing monthly | 4 | 3 |
Have iPhone | 10 | 7 |
•Use for viewing monthly | 3 | 1 |
Have iPad | 6 | 1 |
•Use for viewing monthly | 2 | <1 |
COMPUTER VIEWING | ||
Have broadband | 71% | 68% |
•Use for streamed viewing | 24 | 20 |
•Use for downloaded viewing | 11 | 7 |
Have PC TV card | 6 | 8 |
•Use for viewing monthly | 3 | 1 |
Have Slingbox | 1 | 1 |
•Use for viewing monthly | 1 | <1 |
Watch via computer to TV | 15 | 10 |
•Use for viewing monthly | 6 | 4 |
Source: Knowledge Network's Over-the-Top TV 2011: A Complete Video Landscape. A How People Use Media Report, July 2011. All data for persons 13 to 54, reflecting viewing of movies or complete TV episodes. Streamed video viewing in this table excludes short-form video such as music videos. |
YouTube had 158 million unique visitors in July 2011
YOUTUBE CHANNEL | UNIQUE VISITORS (000) | VIDEOS PER VIEWER | MINUTES PER VIDEO |
Total YouTube | 158,065 | 114.3 | 3.1 |
Vevo | 59,709 | 14.1 | 4.7 |
Warner Music | 31,251 | 6.3 | 4.5 |
Machinima | 16,926 | 15.7 | 4.6 |
Demand Media | 15,222 | 3.0 | 4.0 |
Maker Studios | 11,445 | 8.9 | 4.3 |
Revision3 | 7,594 | 3.4 | 4.6 |
ClevverTV | 7,302 | 2.4 | 4.3 |
Associated Press (AP) | 6,580 | 2.2 | 3.8 |
IGN | 5,863 | 3.7 | 4.4 |
Next New Networks | 4,772 | 4.4 | 4.0 |
Discovery Communications | 3,832 | 2.8 | 4.1 |
Break Media | 3,727 | 2.9 | 4.1 |
Hearst Television | 3,102 | 2.1 | 4.0 |
Smosh | 3,052 | 8.8 | 4.3 |
Source: ComScore Video Metrix. YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content. Google owns YouTube. Ranking based on initial beta partners only. Read: What's the Most Popular Channel on YouTube? on AdAge.com. |
U.S. web users saw 5.3 billion video ads in July 2011
PARTICIPATING NETWORKS | UNIQUE VISITORS (000) | VIDEO ADS (000) | % REACH OF WEB POPULATION1 |
BrightRoll Video Network | 69,432 | 521,624 | 32.3 |
Specific Media | 67,660 | 470,559 | 31.5 |
Adap.tv2 | 61,806 | 674,349 | 28.7 |
Tremor Video | 59,266 | 639,235 | 27.6 |
TidalTV | 51,954 | 375,251 | 24.2 |
SpotXchange Video Ad Network | 39,128 | 334,825 | 18.2 |
TubeMogul Video Ad Platform | 37,986 | 201,367 | 17.7 |
Auditude | 37,452 | 302,341 | 17.4 |
Break Media | 16,641 | 68,593 | 7.7 |
AdoTube | 13,595 | 81,866 | 6.3 |
Create Reach Video Network | 7,424 | 30,359 | 3.5 |
Joost Media | 6,675 | 18,314 | 3.1 |
Jivox | 4,232 | 9,958 | 2.0 |
ValueClick Video Network | 2,627 | 6,089 | 1.2 |
Nabbr | 2,520 | 6,946 | 1.2 |
Total internet audience | 148,671 | 5,344,224 | 69.1 |
Source: ComScore Video Metrix. Includes participating video ad networks only. Sharethrough, Visible Measures (Viewable Media), YuMe and others do not currently participate but might qualify for this ranking. 1. Indicates actual reach. 2. Adap.tv also is an ad exchange. |
By video ads viewed in July 2011
PROPERTIES | VIDEO ADS (000) | TOTAL AD MINUTES (MM3) | FREQUENCY ADS/VIEWER | % REACH OF WEB POPULATION |
Hulu | 962,887 | 409 | 40.4 | 7.9 |
Adap.tv1 | 674,349 | 396 | 10.9 | 20.5 |
Tremor Video2 | 639,235 | 347 | 10.8 | 19.6 |
BrightRoll Video Network2 | 521,624 | 302 | 7.5 | 23.0 |
Specific Media2 | 470,559 | 243 | 7.0 | 22.4 |
TidalTV2 | 375,251 | 214 | 7.2 | 17.2 |
SpotXchange2 | 334,825 | 204 | 8.6 | 13.0 |
Auditude2 | 302,341 | 180 | 8.1 | 12.4 |
Viacom Digital | 272,257 | 111 | 11.8 | 7.7 |
Microsoft sites | 252,482 | 116 | 10.7 | 7.8 |
Total internet audience | 5,344,224 | 2,408 | 35.9 | 49.3 |
Source: ComScore Video Metrix. Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads and home-page ads. 1. Indicates video ad exchange. 2. Indicates video ad network. 3. Millions of minutes. |
Ads audiences choose to watch
U.S. revenue forecast to hit $1.34 billion by 2014
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Source: EMarketer, July 2010. For subscription-based revenue, the forecast compound annual growth rate (CAGR) for 2009 to 2014 is estimated at 21.2%; for pay-per-download revenues, CAGR will be 26.8%; for ad-supported revenue, CAGR will be 59.5%; and total CAGR will be 25.2%. |
More than 56 million people will be watching by 2014
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Source: EMarketer, July 2010. |
71% of online adults use online video sites
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Source: Pew Research Center's Internet & American Life Project, April 26 to May 22, 2011. |
Data from Ad Age's Mobile Marketing 2011 poster
Spending will grow to $2.55 billion
FORMAT IN MILLIONS OF DOLLARS | ||||||
---|---|---|---|---|---|---|
FORMAT | 2009 | 2010 | 2011 | 2012 | 2013 | 2014 |
Messaging | $229 | $327 | $422 | $477 | $529 | $603 |
Display | 91 | 203 | 335 | 489 | 693 | 888 |
Search | 83 | 185 | 295 | 451 | 681 | 858 |
Video | 13 | 28 | 51 | 84 | 134 | 201 |
Total | 416 | 743 | 1,102 | 1,501 | 2,037 | 2,550 |
Source: eMarketer, September 2010. Numbers rounded. |
4.85 billion people will use mobile phones by 2015
USERS IN MILLIONS | ||||
---|---|---|---|---|
REGION | 2012 | 2013 | 2014 | 2015 |
Asia-Pacific | 2,350 | 2,550 | 2,720 | 2,890 |
Europe | 640 | 650 | 660 | 670 |
Middle East & Africa | 460 | 500 | 530 | 560 |
Latin America | 400 | 420 | 430 | 450 |
North America | 260 | 270 | 270 | 280 |
Worldwide | 4,110 | 4,380 | 4,610 | 4,850 |
Source: eMarketer, April 2011. Individuals of any age who own at least one mobile phone and use the phone(s) at least once per month. Numbers rounded. U.S. Census Bureau projects worldwide population will reach 7.25 billion in 2015, so 67% of the world’s population will be using mobile phones. |
37% of consumers access social media on mobile phone
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Source: NM Incite, a Nielsen/McKinsey Co., "The Social Media Report, Q3 2011." GPS is global positioning system. |
Users by device generation in thousands of users
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Source: ComScore. |
Men prefer maps; women prefer Facebook
APP | OVERALL % | MEN % | WOMEN % |
---|---|---|---|
Android Market (store) | 90.5% | 90.6% | 90.5% |
Google Maps | 74.5 | 77.1 | 71.9 |
Gmail | 74.5 | 75.5 | 73.4 |
73.5 | 66.9 | 81.0 | |
Google Search | 71.9 | 72.4 | 71.3 |
YouTube | 51.4 | 53.7 | 48.7 |
Advanced Task Killer Free | 26.1 | 24.2 | 28.3 |
Angry Birds | 25.9 | 27.3 | 24.2 |
Quickoffice Pro | 25.3 | 27.4 | 23.0 |
Pandora Radio | 23.9 | 24.4 | 23.2 |
Source: Nielsen Co., July 2011. Shows the percentage of adult Android users who used an app within the past 30 days. |
U.S. tablet sales and users
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Source: Forrester Research, eReader Adoption Forecast, 2010 to 2015 (U.S.). Numbers in millions of U.S. adults. |
Two-thirds of downloaded apps are free
DOWNLOADED APPS VERSUS REGULAR USE | ||||
---|---|---|---|---|
NUMBER OF APPS ON TABLET | PERCENT WHO USE THIS MANY APPS REGULARLY | |||
1 to 9 apps | 95% | |||
10 or more apps | 37 | |||
20 or more apps | 16 | |||
Source: GfK MRI iPanel survey of more than 3,000 consumers, September 2011. |
HOW TABLET OWNERS DISCOVER APPS | |||||
---|---|---|---|---|---|
HOW APP WAS FOUND | PERCENT WHO FOUND APPS THIS WAY | ||||
Browsed through or searched in app store, or app was featured in app store | 80% | ||||
Reviews in magazines and newspapers | 55 | ||||
Link within another app | 24 | ||||
Ads on the internet | 23 | ||||
Recommendations from family and friends | 21 | ||||
Ads on TV | 16 | ||||
Ads in magazines | 12 | ||||
Ads in newspapers | 8 | ||||
Ads on radio | 7 | ||||
Source: GfK MRI iPanel survey of more than 3,000 consumers, September 2011. |
Total mobile audience: 234 million
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SUBSCRIBERS (000) | MARKET SHARE | |||
---|---|---|---|---|
OPERATOR | July 2011 | July 2010 | July 2011 | July 2010 |
Total mobile audience | 234,000 | 234,000 | 100.0% | 100.0% |
Verizon 1 | 73,442 | 72,744 | 31.4 | 31.1 |
AT&T 2 | 62,029 | 58,350 | 26.5 | 24.9 |
Sprint 3 | 36,881 | 36,764 | 15.8 | 15.7 |
T-Mobile 2 | 23,537 | 27,936 | 10.1 | 11.9 |
Tracfone | 15,391 | 12,341 | 6.6 | 5.3 |
MetroPCS | 7,377 | 6,052 | 3.2 | 2.6 |
U.S. Cellular | 5,011 | 5,064 | 2.1 | 2.2 |
Cricket | 4,859 | 4,475 | 2.1 | 1.9 |
Other | 5,473 | 10,274 | 2.3 | 4.4 |
Source: ComScore. Figures are three-month rolling averages for total audience ages 13 plus. 1. Verizon Communications owns 55%; Vodafone Group owns 45%. 2. AT&T in March 2011 agreed to buy T-Mobile USA from Deutsche Telekom. The U.S. Justice Department in August 2011 filed a civil antitrust lawsuit to block the deal. 3. Sprint includes pre-paid brands Boost and Virgin Mobile USA, but excludes Clearwire, in which Sprint Nextel had a 54% non-controlling economic interest as of June 2011. Numbers rounded. |
Android is now the No. 1 smartphone platform
SUBSCRIBERS (000) | MARKET SHARE | |||
---|---|---|---|---|
PLATFORM | July 2011 | July 2010 | July 2011 | July 2010 |
Total smartphones | 82,245 | 53,467 | 100.0% | 100.0% |
Google (Android) | 34,358 | 9,098 | 41.8 | 17.0 |
Apple (iPhone) | 22,216 | 12,714 | 27.0 | 23.8 |
RIM (BlackBerry) | 17,846 | 20,991 | 21.7 | 39.3 |
Microsoft | 4,703 | 6,304 | 5.7 | 11.8 |
Symbian | 1,536 | 1,728 | 1.9 | 3.2 |
Palm | 1,409 | 2,598 | 1.7 | 4.9 |
Source: ComScore. Figures are three-month rolling averages as of July 2011 for total audience ages 13 plus. |
Samsung and LG have nearly half the market
OEM | U.S. MARKET SHARE | OEM | U.S. MARKET SHARE | |
---|---|---|---|---|
Samsung | 25.5% | HTC | 4.7% | |
LG | 20.9 | Kyocera | 3.8 | |
Motorola | 14.1 | Pantech | 2.0 | |
Apple | 9.5 | Sony Ericcson | 1.0 | |
RIM | 7.6 | HP | 0.7 | |
Nokia | 5.3 | Other | 5.0 | |
Source: ComScore. Figures based on three-month rolling averages as of July 2011. Data are for mobile phones only. OEM is original equipment manufacturer. |
More than 75% of U.S. mobile phones have GPS
SUBSCRIBERS (000) | MARKET SHARE | |||
---|---|---|---|---|
PLATFORM | July 2011 | July 2010 | July 2011 | July 2010 |
FORM FACTOR | ||||
Total audience | 234,000 | 234,000 | 100.0% | 100.0% |
Candybar | 99,240 | 79,844 | 42.4 | 34.1 |
Clamshell/flip | 78,019 | 107,097 | 33.3 | 45.8 |
Slider | 52,459 | 42,797 | 22.4 | 18.3 |
Swivel/pivot | 482 | 909 | 0.2 | 0.4 |
OTHER ATTRIBUTES | ||||
GPS | 177,634 | 158,227 | 75.9 | 67.6 |
QWERTY keyboard | 80,804 | 70,926 | 34.5 | 30.3 |
Touch screen | 86,686 | 51,603 | 37.0 | 22.1 |
Accelerometer | 75,011 | 42,173 | 32.1 | 18.0 |
Gyroscope | 10,021 | 1,127 | 4.3 | 0.5 |
Source: ComScore. Figures are three-month rolling averages for total audience ages 13 plus for mobile phones only (excludes tablets). |
By 2010 U.S. media spending
MEASURED MEDIA IN MILLIONS OF DOLLARS | ||||
---|---|---|---|---|
RANK | CARRIER | 2010 | 2009 | % CHG |
1 | AT&T 2 | $1,667 | $1,608 | 3.7 |
2 | Verizon Wireless 1 | 1,548 | 1,807 | -14.3 |
3 | Sprint Nextel 3 | 986 | 1,231 | -19.9 |
4 | T-Mobile 2 [Deutsche Telekom] | 582 | 510 | 14.2 |
Top 4 | 4,784 | 5,156 | -7.2 | |
Other | 585 | 319 | 83.2 | |
Industry total | 5,368 | 5,475 | -2.0 | |
Source: Kantar Media. Data reflect wireless spending only. 1. Verizon Communications owns 55%; Vodafone Group owns 45%. 2. AT&T in March 2011 agreed to buy T-Mobile USA from Deutsche Telekom. 3. Sprint includes pre-paid brands Boost and Virgin Mobile USA, but excludes Clearwire, in which Sprint Nextel had a 54% non-controlling economic interest as of June 2011. Numbers rounded. |
For e-readers, gamers, mobile coupon users, travel, tablets and Facebook
U.S. mobile ad spending by format, 2009-2014 (in millions)
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Source: eMarketer, September 2010. Dollars in millions. |