"In the Know
February 2009
General US Info
• Population 303.8M
(CIA World Factbook, July 2008 estimate)
• Population online: 72.5%
(InternetWorldStats.com, pulled February 2009)
• 92.8% of active US Internet users connect via broadband
(“The Bandwidth Report,” WebsiteOptimization.com, February 2009)
• 79% of US Internet users view video online
(comScore Video Metrix, December 2008)
No Response $150K+
2%
$0K – $24,999K
10%
6% $25K – $49,999K
Key YouTube Dates
• Founded: February 2005 • Launched: December 2005 • Acquired by Google: November 18, 2006
$100K – $149,999K
20% 18%
19% $75K – $99,999K
25% $50K – $74,999K
YouTube Videos
• Hundreds of millions of videos viewed daily • Hundred of thousands of videos uploaded daily • 15 hours of video uploaded every minute
(YouTube Internal Data, February 2009)
Nearly half (47%) of YouTube’s users have annual incomes of $75K+
• Millions of High Definition (HD) playbacks daily
(YouTube Internal Data, February 2009)
Post Graduate Degree
No Response 1% Grammar School 14% 8% Bachelor’s Degree 21% 15% 8% Associate Degree HighSchool Graduate
• Channel subscriptions and user uploads to the site have doubled in the past year
(YouTube Internal Data, January 2009)
13%
Some High School
US Site Stats
• • • • •
(Nielsen//NetRatings, December 2008)
20%
#6 Largest Internet destination #1 Entertainment site on the Internet 80.7M unique monthly visitors Average minutes per user each month: 54 Pageviews per month: 5.3B
YouTube Users Users (M) 80.7 14.4 16.0 15.6 18.3 16.3 42.0 38.7
Some College
42% of audience has some form of higher education degree; 13% hold post–doctorate degrees
% Users – 18% 20% 19% 23% 20% 52% 48%
Age
All <18 18-34 35-44 45-54 55+
Gender
Male Female
International
• Over 50% of YouTube’s traffic comes from outside the US
(DART for Publishers, July 2008)
• If YouTube were a country, it would be the #3 most-populated in the world
(comScore, May 2008; CIA Factbook, July 2008 estimate)
• YouTube has localized in: Australia Brazil Canada Czech Republic France Germany Hong Kong Ireland Italy India Japan Korea Mexico Netherlands New Zealand Poland Russia Spain Sweden Taiwan UK
Sites in the Space
Site
YouTube Myspace.com Facebook Comcast Corp. Flickr MSN Video Yahoo! Video Metacafe Digg.com Yelp hulu TV.com Break.com Dailymotion Veoh Funny or Die blip.tv Heavy eBaumsWorld.com StumbleUpon LiveVideo Joost.com Revver Brightcove Del.icio.us Sling Media Friendster Netvibes Second Life
Unique Audience [000]
80,704 58,418 55,217 28,079 17,606 10,427 7,610 6,272 5,553 5,339 5,173 4,999 4,804 3,887 3,637 3,122 1,748 1,631 1,546 1,486 1,087 1,053 901 826 756 635 621 501 242
Time Per Person [hh:mm:ss}
0:54:37 1:40:17 2:07:58 0:59:57 0:07:37 0:02:50 0:05:35 0:06:03 0:02:02 0:03:19 0:15:32 0:03:02 0:04:54 0:13:57 0:08:42 0:03:53 0:03:13 0:01:10 0:04:57 0:08:29 0:02:25 0:14:35 0:01:07 0:01:17 0:03:14 -0:05:06 1:05:17 --
Video Views [000]
5,854,875 367,448 24,422 44,290 998 51,260 38,928 24,873 275 -240,585 369 60,121 37,839 24,514 -5,563 3,511 2,259 -3,836 543 3,564 31,507 46 308 ----
Source: Unique visits, time spent: Neilsen//NetRatings, December 2008; Video views: comScore Video Metrix, December 2008; Note: “–” indicates that data was unavailable or site has an insufficient sample size to be tracked properly; Yahoo! Video views represents views across Yahoo! sites.
Videos to Know Within the YouTube Community
Don’t just watch the video, watch through the video: read the comments, view the responses, and experience the story for yourself. Search “Free Doritos”
Users create celebrated Super Bowl ad
Search “Evolution of Dance 2”
Most-viewed video on YouTube gets a sequel
Search “YouTube Street Fighter”
Dynamic gaming through YouTube Annotations feature
Search “T-Mobile Liverpool Street”
Guerilla marketing becomes immersive brand experience
Online Video Is Mainstream
• Americans stream 14.3B videos online each month
(comScore Video Metrix, December 2008)
• The average US viewer spends more than 5 hours watching video online each month
(comScore Video Metrix, December 2008)
• Duration of the average online video: 3.2 minutes
(comScore Video Metrix, December 2008)
• 4.1% of US Internet users have uploaded a video to a website in the last month
(Mediamark Research & Intelligence, January 2009)
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