Online Video
Microsoft and Universal McCann
Agenda
1. Leading region in online video consumption
2. Online Video Consumption
3. Online Video Generators
4. Implications for Media Agencies
5. Implications for Microsoft
Consumption of Video Clips Online is now higher than audio streaming
UM Global: Social Web Tracker – Wave 2 March 2007
0 50 100 150 200 250 300 350
Videocasts
Podcasts
Streaming Audio
Video Clips
Audience estimates calculated using figures from Internet World Stats, TGI, Simmons and various local market media surveys
Latam is a leading region for online video consumption
0
10
20
30
40
50
60
70
80
90
Pakis
tan
Germany
Thaila
nd US
France
Taiwan
Russia
Austra
lia
Greec
e
India
Philippin
es
UK Ita
ly
Singap
ore
Spain
Japan
Mexi
co
S Kore
a
Brazi
l
China
Mala
ysia
% W
atc
he
d V
ide
o C
lips
(la
st
6 m
on
ths
)
UM Global: Social Web Tracker – Wave 2 March 2007
% who have watched video clips online in last 6 months
Online Video Viewers are most likely to be young males
70 75 80 85 90 95 100 105 110 115 120
Male
Female
16 – 24
25 – 34
35 – 44
45 – 54
Student
Watch video clips online[Have Done]
UM Global: Social Web Tracker – Wave 2 March 2007
Global average: indexed against all respondents
Universal McCann & Microsoft Latam Research Partnership
A total of 15,288 complete responses were collected across the region
19%
19%
15%18%
12%
11%6% Argentina
Venezuela
Brazil
Colombia
Mexico
Chile
Other
– n=2896 in Argentina ; n=2870 in Venezuela; n=2365 in Brazil*; n=2678 in Colombia; n=1856 in Mexico; n=1689 in Chile; n= 934 in Other countries; * Brazil research was done with the same questionairre but at a separate time during 2006.
Base: Total SampleSource: InTuition Survey
Full Hispanic and Latam Study
The Online Video ViewersThe Online Video Viewers
The Online Video ViewersThe Online Video Viewers
Humour dominates as reason to view, in particular amongst
males
Recommendation is key in choice
of viewing
Local language video preferred, but a third are “indifferent”
20%
13%
11%
8%
6%
5%
3%
3%
1%
1%
23%
5%
0% 10% 20% 30%
VEN
Base: Total SampleSource: InTuition Survey
What are the favourite sites for viewing online videos?What are the favourite sites for viewing online videos?
Don’t know
Other sites
Source: InTuition Survey
The Generators: Publishers and SharersThe Generators: Publishers and Sharers
SharingAnimations,
educational and TV content are most popular videos
CreatingTo make people laugh is major reason, although females want to share experiences
Harnessing UGC Communications
Scout Creator
Community
Tap Into
Passion
ProvideAssets
Feedback Filter Manage The
Megaphone
Reward
Understanding the Phases of Maturity
Organic Growth
The Betas are directly responsible for the success of the viral action – they pass-on as a way of showing that they are tuned-into the fad – a symbol of status – looking for recognition
Stimulated GrowthThe Alphas represent the 5% of respondents who responded to the survey
BetasTranslators / RemixersDisseminators / Influencers
Alpha GeneratorsInnovators / Originals Idea generators - There as it starts
MainstreamMass followers
Microsoft’s Perspective
• Revolutionizing the way consumers view and contribute entertainment content
• All major players looking at their strategies• Piracy is an issue• Video and Entertainment key pillars for MSN
– MSN Video NBC & News Corp partnership– MSN Soapbox– MSN in Concert – 7 months world’s largest live music
library– Exclusive Online Provider for Live Earth July 7th
• MSN Video launching in Brazil and Mexico for Live Earth
Page 16
07/07/07: The Media Event
From the producers of Live 8, a media event to focus global attention on climate crisis… this time the web and web video is a core component
• 7 concerts…
• 7 continents…
• 150+ artists…
• 60+ films…
• Live Earth’s “SOS” online community…
• 2 million audience members…
• 2 billion viewers…
Australia Brazil China Japan South Africa UK USA
Thank You