Just The Facts - Video Advertising Bureau

Just The Facts:
An Analysis of YouTube’s Top Marketplace Claims
November 2015
Why We Did This Analysis
Our customers (advertisers, agencies and
members) asked us to check the validity of
YouTube’s most frequent set of claims promoted
in the marketplace.
In order to maintain full transparency, we
analyzed these claims utilizing “real world” facts
& figures from syndicated 3rd party sources.
2
Top Five YouTube Claims In The Marketplace
1. YouTube Is the “New” TV
2. YouTube’s Reach Surpasses TV and Delivers More
Eyeballs
3. YouTube Resonates More with Younger
Demographics Than TV Brands
4. YouTube’s Content Quality Is On Par With TV
5. Hundreds of Billions of Videos Are Viewed Monthly
On YouTube
3
Claim #1:
YouTube Is the “New” TV
Fact:
Television Is The “Only” TV Due To It’s Distinct
Content Investment Advantage & Ability To
Showcase Engaging, Best-Known Personalities
4
YouTube’s Upcoming Content Outlay Is Just A Small Fraction
Of Ad-Supported TV Brands’ Programming Investment
Estimated 2015 Content Investment
(Original & Acquired)
Total AdSupported
TV Brands
$45 Billion
YouTube
$200 Million
*Total Ad-Supported TV Brands include Cable & Broadcast
Sources: TV Brands: SNL Kagan 2015; YouTube: based on YouTube announcements through their corporate blog postings in 2014
5
The $200 Billion Vs. $200 Million Equation:
TV’s Programming Advantage Is Much Higher When You Factor In The
Continuous Annual Investments Made
Considering that creative development is a multiyear process, there’s approximately
$200 billion in programming investments actively working in the TV ecosystem
(vs. YouTube’s $200 million)
Source: 2015 SNL Kagan
6
This Continual Investment Produces A Steady Stream Of
Iconic TV Programs That People Love Talking About
There are approximately One Billion TV-related tweets annually (and growing)…
which is a daily average of almost three million TV-related tweets
# of TV-Related Tweets
1Q-3Q 2012 vs. 1Q–3Q 2015
723,056
579,057
1Q - 3Q 2012
Source: VAB analysis of Nielsen Social data, includes sports & specials
1Q - 3Q 2015
7
These Iconic TV Programs Drive Social Conversations,
Allowing Them To Quickly Become Part of Pop Culture
Top “Buzzed About” Primetime Programs
Drama – 65+ Million Tweets
Specials – 90+ Million Tweets
Sports – 200+ Million Tweets
Reality – 80+ Million Tweets
Source: VAB Analysis of Nielsen data used under license, Rankings, Program Tab, 4Q 2014- 3Q 2015, Primetime and Live/New tweets,
Comedy – 22+ Million Tweets
8
Therefore, TV Creates Popular Stars Who Have A Much
Larger Social Media Presence Than Top YouTube Personalities
Source: Socialbakers statistics as of 9/16/15
9
TV Is The True Desired Destination For Top YouTubers
Several YouTube personalities have recently made the leap to TV because of the medium’s unmatched
influence, reach, engagement and production values
10
YouTube Themselves Believe in The Power Of TV, After All
They’re Executing Multi-Million Dollar Campaigns On It
11
Claim #2:
YouTube’s Reach Surpasses TV & Delivers
More Eyeballs
Fact:
YouTube Is On Par With Reach But Delivers
A Fraction of The Impressions Due To TV’s
Massive “Time Spent” Advantage Which Is
The True Measure Of Audience Engagement
12
YouTube Reach Is On Par With TV Against Major Buying
Demos But That’s Not The Compelling Story…
TV’s PUT % Vs. YouTube’s Reach %
Based on total population
TV
96%
96%
70%
P2+
YouTube
93% 94%
95% 93%
P18-34
P18-49
96%
87%
77%
P18+
P25-54
Sources: Nielsen Npower May 2015 (5/1-5/31/15), comScore May 2015 MediaMetrix (multiplatform). PUT = Persons Using Television
13
“Time Spent” Is The Most Important Measure For
Advertisers To Determine Real Audience Engagement
Time Spent = Commitment, Interest & Loyalty
Monthly “Time Spent” Average (Minutes per Viewer)
Ad- Supported TV
YouTube
5,653
5,262
4,967
4,381
3,678
458
2+
Hrs:Min 87:42
Split:
7:38
92% / 8%
465
18+
655
563
479
18-34
18-49
25-54
94:13 7:45
61:18 10:55
73:01 9:23
82:47 7:59
92% / 8%
85% / 15%
89% / 11%
91% / 9%
Sources: Nielsen Npower Live+7, Total Day 7/1-7/31/15; comScore Media Metrix (multiplatform) July 2015. Ad-supported TV = broadcast + cable TV
14
TV’s “Fine Dining” Vs. YouTube’s “Drive Thru” Experience
The Emotional Connection Advantage
Average TV program engagement far surpasses YouTube videos
Average Minutes Viewed
TV Telecast Vs. YouTube Video
Ad-Supported TV
22.4
22.0
21.6
3.3
P2+
3.3
P18+
YouTube
22.2
3.3
P18-34
22.2
3.3
P18-49
Sources: Nielsen Npower July 2015 (7/1-7/31/15), comScore July 2015 VideoMetrix (desktop only; all videos)
3.3
P25-54
15
Ad-Supported TV Delivers Substantially More Video
Impressions Than YouTube
Total TV Ad Impressions Vs Total YouTube Video Views
(in millions)
15,090.6
2%
6,026.3
4%
13,202.5
2%
869,007.1
98%
140,694.0
96%
745,438.0
98%
P18+
P2+
P18-49
3,136.4
3%
52,078.0
95%
46,993.7
96%
P12-17
311,123.7
97%
P18-34
2,889.9
5%
1,840.0
4%
*Note: estimated 50%
of YouTube video views
are on desktop
9,674.5
3%
P18-24
88,616.0
97%
P25-34
Sources: Nielsen Ad*Views July 2015 (7/1-7/31/15), comScore July 2015 VideoMetrix (desktop only), for P12-17 comScore reflects P13-17.
16
Claim #3:
YouTube Resonates More with Younger
Demographics Than TV Brands
Fact:
Millennials Spend Much More Time Engaging
With Their Favorite TV Programs Across Screens
Than With YouTube
17
More Young People Are Watching TV Now Than Back In 2003
Average Quarterly Cume TV Reach
AA Reach Proj (000)
1Q '03
1Q '15
37,539
36,977
27,126
26,332
P18-24
Source: Nielsen Npower; 1Q ‘03 V 1Q ’15
P25-34
18
Younger Adult Viewership “Time Spent” Split TV > 81% / YouTube < 19%
Monthly “Time Spent” Average (Minutes per Viewer)
Ad- Supported TV
3,292
13-17
54:52
4,139
2,998
724
496
Hrs:Min
YouTube
8:16
559
18-24
49:58
12:04
25-34
68:59
Sources: Nielsen Npower Live+7, Total Day 7/1-7/31/15; comScore Media Metrix (multiplatform) July 2015. Ad-supported TV = broadcast + cable TV
9:59
19
Even Online, More Time Is Spent With TV Brands Than YouTube
Monthly Time
Spent Online
(Hrs:Mins)
P13-17
P18-24
P25-34
Ad-Supported
TV Brands
30:42
11:23
19:19
YouTube
8:16
8:15
0:01
Ad-Supported
TV Brands
37:30
15:48
21:42
YouTube
12:04
7:36
4:28
Ad-Supported
TV Brands
41:50
23:38
18:12
YouTube
9:59
5:59
4:00
Source: VAB analysis of comScore duplicated July 2015 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable
nets, mvpds. And Broadcast Television FOX, CBS, NBC, ABC, iON and CW.
20
TV Brands Dominate YouTube Across Screens
Monthly
Time Spent
(Hrs:Mins)
P13-17
P18-24
P25-34
Ad-Supported
TV Brands
85:34
YouTube
8:16
Ad-Supported
TV Brands
87:28
YouTube
12:04
Ad-Supported
TV Brands
110:49
YouTube
9:59
54:52
49:58
68:59
11:23
19:19
8:15
0:01
15:48
21:42
7:36
4:28
23:38
18:12
5:59
4:00
Source: Nielsen Npower Live+7 July 2015 (7/1-7/31/15). VAB analysis of comScore duplicated July 2015 data (mediametrix, multiplatform). Ad-Supported Television
Brands represents all measured Ad-Supported Cable nets, mvpds. And Broadcast Television FOX, CBS, NBC, ABC, iON and CW.
21
Just A Few Reasons Millennials Are Still Spending So Much
Time With Television
Popular TV Programs Among Millennial Subsegments
P13-17
P18-24
P25-34
Sources: Nielsen Npower & Nielsen Social
22
Claim #4:
YouTube’s Content Quality Is On Par With TV
Fact:
YouTube Aggregates Millions Of Channels That
Primarily Feature User-Generated Content As
Opposed To TV Which Focuses Exclusively On
Professionally Produced Programming
23
TV’s Brand Standard Vs. YouTube’s Hodgepodge
Ad-Supported TV Brands
YouTube Networks
100% Professionally Produced Content
Primarily UGC
Sources: comScore Video Metrix July 2015 YouTube Partners Report (desktop only); excluding channels with TV-related content like NBC Entertainment
24
The Brand Illusion:
Content Fronted by a YouTube MCN “Brand” is Actually an Aggregation of
Thousands of (Mostly UGC) Channels
Abbreviated Channel List By Network
- Tobuscus (6M)
- Bart Baker (4M)
- Stampylonghead (4M)
- TheDiamondMinecart (4M)
- Bad Lip Reading (3M)
- Glozell Green (3M)
- Kassem G (2M)
- ERB (1M)
- Westfesttv (1M)
- HuskyStarcraft (889k)
- Katilette (667k)
- Gardea23 (624k)
- Polaris (619k)
- ItsMyRayeRaye (595k)
- EpicLloyd (475k)
- HeyKayli (422k)
- The Platform (379k)
- CarlieStylez (345k)
- Kandeeland (325k)
- The Mom’s View (316k)
- DaveChaos (293k)
- Animonster (306k)
- MakerMusic (235k)
- Mary Doodles (231k)
- Bobbylee (145k)
- FriendlyPaw (138K)
- Caroonium (100k)
- Maker Gen (100k)
- SanctionedTV (14k)
- David Barbara (5k)
- The Daily Connoisseur (18k)
- Emily Valentine (1K)
- Emily Hughes (436)
Plus 1,600+
More Channels
- TheFineBros (10M)
- fouseyTube (4M)
- Shane (4M)
- megannicolesite (2M)
- TiffanyAlvord (2M)
- our2ndlife (2M)
- Tyler Ward Music (1M)
- WHATTHEBUCKSHOW (1M)
- DavidSoComedy (947k)
- TantrumJas (877k)
- Avbyte (752k)
- Casey Holmes (747k)
- COOP3RDRUMM3R (503k)
- Jefferson Bethke (490k)
- AverageBroTV (487k)
- Chrissy Costanza (395k)
- 5secondfilms (385k)
- Rachel Ballinger (357k)
- RAJIV DHALL (356k)
- Matt Stonie (337k)
- FrankieJGrande (312k)
- Brittani (278k)
- Lycia Faith (154k)
- Molo Nation (102k)
- AndrewQuo (80k)
- Siennaspaldingtv (69k)
- Digital Tour Bus (33k)
- Glitterglam95 (25k)
- Erik Shaw (15k)
- Soulection (10k)
- Collegefession (6k)
- Derrion Tolanski (6k)
- FullscreenCommunity (1K)
Plus 5,000+
More Channels
(#) = YouTube channel subscribers
- RayWilliamJohnson (10M)
- Rooster Teeth (7M)
- machinimarespawn(2M)
- MachinimaRealm (2M)
- Dane Boe (1M)
- Happyhour (1M)
- Nerdist (1M)
- Tiesto (1M)
- deadmau5 (807K)
- Inside Gaming (630k)
- xSGTxSMURFx (590)
- PressHeartToContinue (522k)
- Machinima ETC (412k)
- Samandniko (336k)
- Black Nerd Comedy (321k)
- ThatGuyWhoCamps (314k)
- MachinimaVS (227k)
- MachinimaLatino (180k)
-ItsJustSomeRandomGuy(176k)
- AndrewQuo (80k)
- RCSuperPowers (70k)
- Team Respawn (66k)
- Ken Burton (48k)
- xCaliGrrlx (11k)
- Danstreet123 (7k)
- Ash Sowesby (6k)
- LenzyDaGreat (5k)
- Radnerdtv (4k)
- JustinIsAProdigy (3k)
- ApoKHD(798)
- ting6345 (733)
- Energizer (354)
- NothingtodowithCats (111)
Plus 27,600+
More Channels
- Rooster Teeth (7M)
- Simons’s Cat (3M)
- Dane Boe (1M)
- DotaCinema (1M)
- Element Animation (1M)
- Improv Everywhere (1M)
- VintageBeef (1M)
- xRpMx13 (1M)
- Na’Vi.Dota 2 (914k)
- Jumpinthepack (797k)
- PauseUnpause (641k)
- GuudeBoulderfist (464k)
- TheDevildogGamer (435K)
- OK Go (414k)
- TGN (395k)
- First Person Troller (384k)
- Team Epiphany (342k)
- TheMinecraftHippie (326k)
- OMGitsfirefoxx (294k)
- Sparkles – CSGO&more (286k)
- AgentXPQ (276k)
- BajheeraWoW (235k)
- stonewall008 (187k)
- NukemDukem (169k)
- HaloFollwer(167k)
- Golden GS (134k)
- TCTNGaming (122k)
- The Solar Gamer (86k)
- OneCheesyMofo (81k)
- Cutewithchris (33k)
- EmpowerYourBody (24k)
- Blackdogfilms (1k)
- The DanseSociety (30)
Plus 6,000+
More Channels
- RocketJump (7M)
- Epic Meal Time (6M)
- Annoying Orange (4M)
- Cinema Sins (3M)
- CorridorDigital (3M)
- HouseholdHacker (2M)
- Wassabi Productions (2M)
- JustKiddingFilms(1M)
- Lindsey Hughes (980k)
- Node(976k)
- HollywireTV (879k)
- Rob Dyke (758k)
- iSekC (751k)
- Alexa Losey (474k)
- BaratsAndBereta (417k)
- Beatdownboogie (393k)
- Pogo (380k)
- Goldiestarling (371k)
- Andrewmfilms (328k)
- Bart Kwan (302k)
- Inside the Magic (284k)
- Yourharto (283k)
- Gina Morano (263k)
- BloodBlitz (208k)
- The Axis of Awesome (206k)
- RUNAGROUND (179k)
- Jhaller (153k)
- LazyPillow (135k)
- Belated Media (118k)
- TVNweather (112k)
- Lena Danya (101k)
- Alligator Tub (94k)
- Film4 (70)
- UltraMusic (2M)
- Colinfurze (709k)
- Unicoos (349k)
- Musical Freedom (252k)
- What’s Trending (151k)
- Ashley Mardell (106k)
- PM Recordings(40k)
- Video Creators (31k)
- Justkissmyfrog (20k)
- SshakeTV (9k)
- Flyotw Film( 8k)
- JimbleJam (7k)
- Alexxparkour (6k)
- Jaguar Skills Videos (6k)
- Matthias Mayer (6k)
- Nikki Yanofsky (6k)
- Funk Stylers TV (5k)
- Flair20TV (4k)
- Mick Woods (4k)
- NextTime onLonny (4k)
- N1Project (3k)
- ILUVLIVE (2k)
- Leoleove (2k)
- OfficiallyEricJoel (1k)
- Sarah Grimstone (1k)
- NFoxMUA (885)
- BairesFamilyMedia (880)
- Tiny Bag Productions (414)
- CHOKOHAYS (397)
- FourFourTwoUK (394)
- fdsmusiclabel(91)
- Empire Divide (77)
- Cristian Jermane (66)
Plus 690+
More Channels
Plus 1,500+
More Channels
The True Scope Of YouTube’s Top MCN “Aggregation”
The Top 20 YouTube MCNs are Actually 240,000+ Channels, Mostly UGC
Top 20 comScore Measured YouTube Networks
Unique Visitors (P13+) – July’15
The Top 20 Networks
average over
12,200 channels*
(4,950+ excl QuizGroup)
Sources: comScore Video Metrix July 2015 YouTube Partners Report (desktop only); excluding channels with TV-related content like NBC Entertainment
26
Adding Your Own Channel To An MCN Is Only A Few Clicks Away
27
Lack Of Transparency Can Make It Difficult For An Advertiser
To Know Where Their YouTube Ads Are Running
The top 100 channels out of the millions and millions of active ones on YouTube deliver 42% of total
video views on the platform
Furthermore, through the Google Preferred Program advertisers can buy guaranteed placements on
only the top 5% of YouTube channels (based on popularity and engagement) in exchange for an
upfront spend commitment
Google Preferred YouTube Channels As A % of Total
Google Preferred Channels
All Other Channels
95%
5%
Sources: YouTube: the Next Generation of TV, Rider Research
Includes millions of
channels featuring all sorts
of personalities, themes
and content
28
YouTube Is Fraught With Questionable Content Especially
Among Under The Radar, Long-Tail Channels
29
Not To Mention, YouTube Is A Haven For Pirated Content
30
Claim #5:
YouTube Has Hundreds of Billions of Videos
Viewed Monthly
Fact:
There’s A Significant Difference Between SelfReported Global Stats & U.S. Syndicated Sources,
This Lack of Transparency Makes It Difficult To
Ascertain A True Count
31
It’s Important To Understand That YouTube’s Self-Reported
Video Figures Are Typically Based On Global Views
The Claim: 240 billion videos are viewed monthly on YouTube
YouTube Facts:
• Approximately 20% of views come
from the U.S. (48 Billion)
comScore Measured U.S. Video Views
15 Billion
Sources: Total video views from YouTube, The Next Generation of TV, Rider Research (Sept 2015); U.S. view figures come from YouTube statistics (2015)
(Desktop)
32
According To Current YouTube Stats, Total Video Views
Are Rather Evenly Split Between Mobile & Desktop
The Claim: 240 billion videos are viewed monthly on YouTube
YouTube Facts:
• Approximately 20% of views come
from the U.S. (48 Billion)
•
50% of YouTube video views are on
desktop
YouTube’s Claimed U.S. Video Views
24 Billion
(Desktop)
YouTube’s desktop video view estimate is reflected for
comparison purposes since syndicated research only
measures desktop video (and not mobile) at this point
Sources: Total video views from YouTube, The Next Generation of TV, Rider Research (Sept 2015); U.S. view figures come from YouTube statistics (2015); desktop stats from
YouTube Statistics (2015)
33
Resizing YouTube’s Video Count Based On Syndicated
Research Measurement
The Claim: 240 billion videos are viewed monthly on YouTube
YouTube Facts:
• Approximately 20% of views come
from the U.S. (48 Billion)
•
comScore Video Measurement
(U.S. desktop only):
• July 2015 Total Video Views: 15 Billion
50% of YouTube video views are on
desktop
YouTube’s Claimed U.S. Video Views
24 Billion
(Desktop)
comScore Measured U.S. Video Views
15 Billion
(Desktop)
Why is there a 60% discrepancy between YouTube’s reported stats and a major
third-party digital currency measurement service?
Sources: Total video views from YouTube, The Next Generation of TV, Rider Research (Sept 2015); U.S. view figures come from YouTube statistics (2015); desktop stats from
YouTube Statistics (2015); comScore July 2015 VideoMetrix (15 billion video view breakout: Content - 12.3 Billion; Ads – 2.7 Billion)
34
“True” Size From An Advertiser Perspective Is Whittled
Down Further Based On Several Additional Factors
comScore Measured U.S. Video Views
15 Billion
(Desktop)
Viewability
(37% video viewability rate)
This doesn’t even include
Fraud / Bots
Skipped TrueView Ads
(12% video ad fraud)
(85% are skippable,
94% of which are skipped)
Ad-Blocking
(16% of U.S. online pop.
block ads)
???
Net Total Videos With Ad Visibility Potential
Sources: YouTube statistics (% that are skippable TruView ads); MetrixLab research study (% which are skipped), % that are skipped Viewability & ad fraud figures from Q2
2105 Integral Ad Science Media Quality Report; Ad-blocking figure from PageFair & Adobe 2Q 2015 report
35
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