【雅虎】2016网络直播视频营销机遇报告

C O PYR I G H T Y AH O O 2 0 1 6 TUNE IN TO THE LIVE VIDEO OPPORTUNITY 1 C O PYR I G H T Y AH O O 2 0 1 6 TIME SHIFTED VIEWING IS BECOMING MORE PREVALENT ON TV Monthly time spent watching Time shifted TV 2 source Nielsen Total Audience Report Q3 2015 P2 Nielsen Cross Platform Report Q3 2012 P2 Q3 2012 Q3 2015 11 hours 30 mins 24 hours 23 mins C O PYR I G H T Y AH O O 2 0 1 6 3 LIVE EVENTS 8 470 14 300 6 270 15 000 Sports Gen Ent Total Ad Revenue for Big 4 Networks in millions 2010 11 2014 15 Live Sports represented 37 of the Big 4 networks total revenue in 2014 15 Source Kantar C O PYR I G H T Y AH O O 2 0 1 6 AS VIEWERSHIP ON DIGITAL DEVICES IS INCREASING IS THE THIRST FOR LIVE CONTENT COMING WITH IT 4 Source Yahoo Migration to Mobile Video October 2015 55 Smartphone 48 Tablet 34 PC Laptop Increase in video watching in past year by device Top 2 Box A lot little more than a year ago C O PYR I G H T Y AH O O 2 0 1 6 YES LIVE IS OUTPACING THE GROWTH OF OTHER TYPES OF ONLINE VIDEO 5 Source FreeWheel Video Monetization Report Q3 2015 YoY ad view growth Live Long form Short form 113 30 9 C O PYR I G H T Y AH O O 2 0 1 6 OBJECTIVE METHODOLOGY 6 KEY QUESTION Does Live represent the same opportunity online as it does on TV QUANTITATIVE IPSOS Online Survey Total N 2 002 50 50 Live Online Video Viewers Prospects P13 64 Field Dates 12 4 15 12 17 15 QUALITATIVE DEEP FOCUS Facial Coding Pre Post Online Test 50 50 A18 34 and A35 49 Sports Entertainment News C O PYR I G H T Y AH O O 2 0 1 6 7 AGENDA Live Drivers Ad Effectiveness in Live The Evolution of Live 1 2 3 C O PYR I G H T Y AH O O 2 0 1 6 8 LIVE DRIVERS C O PYR I G H T Y AH O O 2 0 1 6 9 WHY LIVE STREAMING Online live viewers are more likely to feel excitement immediacy and connection Source Yahoo Live Opportunity 60 52 54 52 50 55 49 49 48 45 Up to date Informed Involved Connected with the world Excited Live TV Viewers Live Online Viewers C O PYR I G H T Y AH O O 2 0 1 6 LIVE ONLINE PROVIDES VIEWING OPPORTUNITIES THAT TV CANNOT OFFER 10 Source Yahoo Live Opportunity 51 Mobility 59 Excitement 48 Multi tasking Ability Why Live Online is preferred to TV Live Online vs Live TV C O PYR I G H T Y AH O O 2 0 1 6 11 MOBILITY C O PYR I G H T Y AH O O 2 0 1 6 LIVE ONLINE VIEWING IS MORE LIKELY TO HAPPEN OUT OF HOME WHEN COMPARED TO TV AND ON DEMAND VIEWING 12 Source Yahoo Live Opportunity Live Online TV On Demand Away from Home Live online viewing 68 TV 61 On Demand viewing 60 C O PYR I G H T Y AH O O 2 0 1 6 MILLENNIALS ARE LIKELIER TO CONSUME LIVE CONTENT ON MOBILE 13 Source Yahoo Live Opportunity Devices Used to Watch Live Online Content 13 86 56 44 42 PC Laptop Smartphone Tablet Connected TV 77 Millennials 89 70 49 46 C O PYR I G H T Y AH O O 2 0 1 6 14 EXCITEMENT C O PYR I G H T Y AH O O 2 0 1 6 LIVE CONTENT ELICITS GREATER EMOTIONAL REACTION THAN ON DEMAND CONTENT 15 Source Yahoo Live Opportunity Emotional engagement rate Average time spent expressing any emotion 25 17 LIVE On Demand C O PYR I G H T Y AH O O 2 0 1 6 AND SPECIFICALLY POSITIVE EMOTION WAS ALSO HIGHER ON LIVE CONTENT 16 Source Yahoo Live Opportunity Emotional engagement rate Average time spent expressing positive emotion 18 12 LIVE On Demand C O PYR I G H T Y AH O O 2 0 1 6 17 SHARING MULTITASKING C O PYR I G H T Y AH O O 2 0 1 6 LIVE ONLINE INSPIRES MORE SIMULTANEOUS ACTIVITY 18 Source Yahoo Migration to Mobile Video October 2015 Activities during video consumption about the content Live Online Viewing On Demand Online Viewing TV Viewing Email Text Social media Search 51 43 41 57 49 43 60 53 48 C O PYR I G H T Y AH O O 2 0 1 6 19 AD EFFECTIVENESS IN LIVE C O PYR I G H T Y AH O O 2 0 1 6 ON DIGITAL ADS FIT BETTER IN LIVE STREAMED CONTENT THAN ON DEMAND CONTENT 20 Source Yahoo Live Opportunity Advertising fit with the content Top 2 Box 40 48 INCREASE 27 On demand Live C O PYR I G H T Y AH O O 2 0 1 6 ADS SEEN DURING LIVE CONTENT DRIVE GREATER EMOTIONAL ENGAGEMENT 21 of time showing emotional engagement with advertising 16 On Demand 28 Live 75 INCREASE Source Yahoo Live Opportunity C O PYR I G H T Y AH O O 2 0 1 6 AND THOSE EMOTIONS TEND TO BE POSITIVE 22 of time spent expressing positive emotions 2 On Demand 16 Live 700 INCREASE Source Yahoo Live Opportunity C O PYR I G H T Y AH O O 2 0 1 6 THOSE POSITIVE EMOTIONS DELIVER A POSITIVE HALO EFFECT FOR ADVERTISERS ON LIVE CONTENT 23 Source Yahoo Live Opportunity Live vs On Demand Increase Brand Favorability Purchase Likelihood Aided Awareness 481 77 10 C O PYR I G H T Y AH O O 2 0 1 6 24 THE EVOLUTION OF LIVE C O PYR I G H T Y AH O O 2 0 1 6 AS VIEWERSHIP ON DIGITAL DEVICES IS INCREASING IS THE THIRST FOR LIVE CONTENT COMING WITH IT 25 Source Yahoo Live Opportunity Prospects Barriers to Live Online video consumption 27 25 19 18 17 27 25 19 18 17 Would rather watch at my own convenience Out of habit I only use television for Live viewing Don t like to be restricted to watching at a certain time Like to fast forward through parts I m not as interested in Do not like to watch Live video on a PC Smartphone Tablet C O PYR I G H T Y AH O O 2 0 1 6 STREAMING QUALITY IS THE BIGGEST BARRIER FOR LIVE 26 Source Yahoo Live Opportunity 1 The stream keeps buffering too slow 47 2 The screen is too small 34 3 Too much advertising 31 4 Service keeps crashing 26 5 Poor visual quality 26 Frustrations with Live Streaming While streaming offers access to Live content wherever viewers want to watch issues with QUALITY are the must frustrating C O PYR I G H T Y AH O O 2 0 1 6 BESIDES ADVERTISING COMPELLING CONTENT IS THE PRIMARY MOTIVATOR FOR LIVE ONLINE VIEWING 27 Source Yahoo Live Opportunity Prospects Motivators for Live Online video consumption 43 28 25 17 16 9 9 There was content I was interested in watching There was less advertising on the content A friend or family member invited me to it with him her Receiving notices about the Live event via e mail Seeing ads for the Live event Receiving notices about the Live event via social media Receiving notices about the Live event on my phone C O PYR I G H T Y AH O O 2 0 1 6 THERE IS A SIZABLE MARKET THAT WATCHES LIVE ONLINE VIDEO 28 Source Yahoo Live Opportunity 64 Have watched Live Online video in the past year C O PYR I G H T Y AH O O 2 0 1 6 YAHOO PROVIDES THE LIVE VIDEO CONTENT THAT VIEWERS WATCH 29 Source Yahoo Live Opportunity Emilio 27 Los Angeles I have used Yahoo in the past few years primarily to stay updated some with Yahoo Sports But I was pleasantly surprised when watching the NFL game The coverage and quality were solid 53 45 39 30 News Sports Lifestyle Finance C O PYR I G H T Y AH O O 2 0 1 6 30 LIVE ONLINE VIEWERS ARE RECEPTIVE TO WATCHING ON YAHOO Likelihood of watching future Live Streaming events on Yahoo 69 Unique viewers of Live NFL game stream on Yahoo 15MM Source Yahoo Live Opportunity C O PYR I G H T Y AH O O 2 0 1 6 KEY INSIGHTS IMPLICATIONS 31 Take advantage of the advertising opportunities provided by Live Online Video Mobility Excitement Multi tasking Ability 77 of Millennials who watch live online content do so on a smartphone or tablet Streaming and connection speed will improve with enhanced LTE and 5G services so be prepared to meet your consumers where and when they want to engage with live content across multiple devices Sponsoring live streaming events delivers a more exciting and connective experience than watching live events on TV Advertise on the digital Live events consumers are looking to watch News Sports Lifestyle Finance to enjoy the halo effect of the positive emotions they provide to consumers The community aspect of multi tasking during live online events fosters sharing and more brand engagement opportunities Leverage re targeting as a strategy on Live online content as viewers are likely to search during live event viewing