Teens via YouTube (PL)

Transcription

POLISH TEENAGERS via
___=
Google Confidential and Proprietary
‹#›
‹#›
3,6 mln
Unique 16-24 users monthly in Poland
75%
81%
of Population
of Internet Users
40%
71%
of Population
of Internet Users
Megapanel 12.2013 / AGB 12.2013 / GUS 2013
15 mln!
unique users monthly in Poland
Megapanel 12.2013 / AGB 12.2013 / GUS 2013
1 billion!
unique users monthly globally
14%
of Population
36%*
of Internet Users
Google Internal Sources, Global Internet Usage
Sources: Megapanel Gemius/PBI 12.2013, AGB, 12.2013, GUS 2013
* Global Internet Usage
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100 hours of video uploaded every minute
6 billion hours of video watched monthly
YouTube is #1 in reaching 18-34 year-old
compared to all cable networks
Nielsen March 2014
Source: Google Internal Sources, Global Data 2013
‹#›
[All 16-24]: YOUTUBE vs. TV REACH
Source: AGB, Megapanel, /2013
gru 13
lis 13
paź 13
wrz 13
sie 13
lip 13
cze 13
paź 12
wrz 12
sie 12
lip 12
cze 12
maj 12
kwi 12
mar 12
lut 12
00 YouTube
maj 13
TV
9 75000 sty 12
kwi 13
19 50000 mar 13
lut 13
29 25000 sty 13
gru 12
39 00000 lis 12
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[All 16-24]: YOUTUBE is #1 “TV CHANNEL”
4,000,000
3,000,000
2,000,000
1,000,000
Source: AGB,, 04/2014
Eska TV
Polsat2
TVP Polonia
TV6
TVP Info
TTV
TV Puls
TV4
TVN7
Polsat
TVP2
TVP1
TVN
YouTube
0
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They listen,
they play
and they laugh
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TEEN’S YOUTUBE WATCHTIME IS ALL ABOUT…
MUSIC 52%
+
GAMING 25%
Including Urban Music (41%)
= 77%
% of WATCHTIME on top 30 Polish Channels among 16-19 years olds
Measured by total views, Q4 2013 - Q1 2014
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TOP 30 YOUTH CHANNELS [All16-19] CONTENT
52%
MUSIC
11 / 30 TOP CHANNELS
11%
25%
+
GAMING
10 / 30 TOP CHANNELS
+
HUMOUR
5/ 30 TOP CHANNELS
12%
+
ALL OTHERS
4/ 30 TOP CHANNELS
inc.URBAN
41%
9 / 30 TOP CHANNELS
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BUT WHEN ASKED…IT LOOKS MORE COMPLEX
TOP REASONS FOR USING YOUTUBE
Entertainment
Learn / Keep up-to-date
Social / Sharing
TOP CATEGORIES
91%
62%
54%
Music videos
Short films
Film previews/trailers
“How-to/DIY”
Personal or home videos
Live music
Food/cooking
Technology/electronics
Documentaries
Comedy
Source: YouTube Global: Poland Audience Study, IPSOS 2013, All YouTube Audience - Teens and Young Adults = 47%
6700%
61%
39%
3600%
3600%
3500%
3000%
2500%
2400%
2400%
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TOP 10 YOUTH (All16-19) CHANNELS
PROSTOtv
steprecordspl
AbstrachujeTV
UrbanRecTv
matemaks
5SposobowNa
reZiPlayGamesAgain
KaliGanjaMafia
IsAmUxPompa
ThePolishPenguinPL
HIP HOP
HIP HOP
HUMOR
HIP HOP
EDU
HUMOR
GAMING
HIP HOP
GAMING
GAMING
Source: Google Internal Sources, 16-19, Q4 2013 - Q1 2014
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TOP
CHANNELS
#1
#2
!
18-24 > 50% of Audience
!
~13 M (18-24) views monthly
!
Official channel of a major
!The
! independent hip hop and urban music
record label - Prosto. It gathers top Polish
Hip Hop Artists (Sokół, Hi Fi Banda). The
place where new signles are first
released.
#3
steprecords
!
~12 M (18-24) views monthly
! 4 M (18-24) views monthly
A Polish Hip Hop record label with
! with many artists associated within: Pih,
Chada, Hukos, Kajman, Onar, Wojtas,
Pelson, Włodi, Młody M, Cira, Praktis,
Okoliczny Element, Jarecki i BRK,
Fabuła, Jopel i Komar, etc
A humorous channel interpreting
the surrounding reality in its own,
specific way
Google Internal Sources: Q1 2014, monthly data
!
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URBAN MUSIC CONTENT
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DEMOGRAPHICS: URBAN MUSIC CONTENT
Youth 13 – 24 years olds consume 65% of Total Polish Urban Music Content
Source: Google Internal Data
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HOW THEY SEARCH FOR URBAN MUSIC CONTENT
TOP URBAN MUSIC SEARCHES
140 00000
OSTR
112 50000
MINAJ
EMINEM
85 00000
VERBA
PIH
PALUCH
PALUCH
DONATAN
HEMP GRU
BEZ STRACHU
GRUBSON
SŁOŃ
PEZET
ZBUKU
NICKI
57 50000
TEDE
NA SZCZYCIE
PEJA
DON GURALESKO
CHADA
JAK NIE MY TO KTO
BRUNO MARS
30 00000
JAN 2013
FEB 2013
MAR 2013
APR 2013
MAY 2013
JUN 2013
JUL 2013
Source: Google Internal Search Data, You Tube Searches Q1 2014
AUG 2013
SEP 2013
OCT 2013
NOV 2013
DEC 2013
JAN 2014
FEB 2014
MAR 2014
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GROWING MOBILE YOUTUBE CONSUMPTION
URBAN MUSIC SEARCH DYNAMICS
MOBILE&TABLET COMPRISED 15% OF SEARCHES IN Q1 2014
Source: You Tube Searches, Google Internal Search Data
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GAMING CONTENT
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DEMOGRAPHICS: GAMING
Teens 13 – 24 years olds consume 67% of Total Polish Gaming Content
Source: Google Internal Sources
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HOW THEY SEARCH FOR GAMING ON YOUTUBE:
TOP GAMING SEARCHES
60000
45000
30000
15000
DANNY GAMINGC
KOMPUTERY DO GIER
PC 2014
DUBSTEP FOR GAMING
GX7
BEST MUSIC FOR GAMING
GAMER
MINIMINI
GAMING PC EVOLUTION
ALIEN THEME AWOLUTION
00
JAN 2013
FEB 2013
MAR 2013
APR 2013
MAY 2013
JUN 2013
JUL 2013
AUG 2013
SEP 2013
OCT 2013
NOV 2013
DEC 2013
JAN 2014
FEB 2014
MAR 2014
!
SOURCE: Google Internal, You Tube searches in Poland by category:gaming, Jan 2013 – Mar 2014
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HUMOR CONTENT
in 1 year:
840k Subscribers
48M Views
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HELP ME CONTENT
~36M Views
“only” ~30k
Subscribers
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Moreover, they comment, vote, share …
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… and wear what they believe in
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APPENDIX
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Source: AGB, Megapanel, 04/2014
YouTube users
kreskoweczki.pl
filmykino.pl
vine.co
patrz.pl
Grupa Interia.pl - Wideo
Incremental
smog.pl
tja.pl
chomikujfilmy.tv
weeb.tv
spryciarze.pl
TVP VOD
vimeo.com
anyfiles.pl
dailymotion.com
ipla.tv
tvnplayer.pl
wrzuta.pl
WP Serwisy wideo
Onet VOD
youtube.com
YOUTUBE & OTHER VODs IN POLAND
16,000,000
12,000,000
8,000,000
4,000,000
0
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YOUTUBE & OTHER VODs IN POLAND
Real users of YouTube and video&VOD sites
15485143
9811066
youtube.com
Source: AGB, Megapanel, 04/2014
Other video & VOD in total
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YouTube users are slightly younger, online daily and more active than non-users
47%
79%
are between
18 and 34 years old
are online daily
2.7x
more likely to watch movies in
theaters
2.6x
more likely to attend
live events
more likely to dine out in restaurants
2.3x
Source: YouTube Global Audience Study, IPSOS 2013
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Teens via YouTube (PL)

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