Table of Contents
Issues in the Market
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- Main issues
- Definition
- Acknowledgements
- Glossary of terms
- Abbreviations
Future Opportunities
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- YouTube + eBay = ?
- Opportunities
- A life online
- Opportunities
Market in Brief
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- The UK online
- Watching online video
- Video market shows strong growth
- YouTube and iPlayer lead the way
- Controversy and set-backs
- Mixed reactions from consumers
Internal Market Environment
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- Key points
- Hardware ownership on the increase
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- Figure 1: Computer and hardware ownership, 2004-08
- Many computers used conservatively
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- Figure 2: Computer ownership and use, 2004-08
- Trends in online access
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- Figure 3: Accessing the internet, 2007 and 2008
- Consumers’ experience of broadband speeds
- Daily internet use most common
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- Figure 4: Internet usage frequency, 2004-08
- Low usage of mobile phone features
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- Figure 5: Mobile phone features
- High-spec TV sets on the rise
- Online video and copyright infringement
Broader Market Environment
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- Key points
- Global slowdown affects all markets
- Spend on internet services likely to remain the same
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- Figure 6: Areas where consumers would cut back spending, July 2008
- Demographic conditions fairly favourable
Competitive Context
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- Key points
- Watching TV eclipses online video
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- Figure 7: Frequency of TV Viewing, December 2008
- Figure 8: Frequency of online video content watching, December 2008
- Online habits impact on other pursuits
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- Figure 9: Those who watch TV/go to the cinema less now due to online habits, by age, December 2008
Strengths and Weaknesses in the Market
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- Strengths
- New and dynamic market
- Broadband more prolific and services improving
- Advertising increasingly moving online
- Young receptive audience, open to new ideas
- Clips play well online
- Weaknesses
- Investment could stall during recession
- Many internet users still missing out
- Bandwidth a major concern
- Controversial content
- Greater reluctance for long-form content
Who’s Innovating?
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- Key points
- Sharing words with pictures
- Watch together
Market Size and Trends
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- Key points
- Total unique visitors increasing steadily
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- Figure 10: Top 10 online video viewing properties ranked by total UK unique visitors*, December 2007 and December 2008
- Four billion videos viewed in December 2008
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- Figure 11: Top 10 online video viewing properties ranked by total videos viewed*, December 2008
- 2009 to be an even bigger year
Market Share
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- Key points
- Knowledge and use of online video sites
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- Figure 12: Usage and awareness of online video content websites, December 2008
- TV channels and providers
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- Figure 13: TV channels/providers watched online video content on, December 2008
Companies and Products
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- Key points
- Selected online video brands
- YouTube
- BBC iPlayer
- Project Kangaroo
- MySpace
- Veoh
- Metacafe
- Joost
Who Watches, How and When?
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- Key points
- Who watches?
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- Figure 14: Online video content usage, December 2008
- How online video is watched
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- Figure 15: Platform for watching online video content, December 2008
- How often watched
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- Figure 16: Frequency of online video content watching, December 2008
- Frequent viewers tend to be young and male
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- Figure 17: Frequency of watching online video content, by age and gender, December 2008
- YouTube popular whatever the frequency
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- Figure 18: Frequency of watching online video content by sites heard of or watched, December 2008
- iPlayer tops amongst all viewers
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- Figure 19: Frequency of watching online video content by TV channels/providers used. December 2008
Categories Watched
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- Key points
- Jokes and music videos come out tops
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- Figure 20: Categories watched on online video content websites, December 2008
- Not many surprises
- Targeting through genre
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- Figure 21: Most popular categories tend to watch on online video sites by sites heard of or watched, December 2008
- Figure 22: Less popular categories tend to watch on online video sites by sites heard of or watched, December 2008
- TV viewers favour certain categories
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- Figure 23: TV channels or providers used to watch on online video sites by categories tend to watch, December 2008
Attitudes Towards Online Video Content
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- Key points
- Division regarding long-form content
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- Figure 24: Attitudes towards online video content, December 2008
- A third of 16-34-year-olds pass it on
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- Figure 25: Statements about watching online video content, December 2008
- Users of the most popular sites less engaged
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- Figure 26: Watched content on most popular video sites by agreement with attitude statements towards online video content, December 2008
- Enthusiastic online users tolerant of advertising
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- Figure 27: Watched content on most popular video sites by agreement with other statements about online video content, December 2008
- TV still tops, even for users of on-demand sites
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- Figure 28: Channels or providers used to watch video/TV content by agreement with attitude statements towards online video content, December 2008
- Figure 29: Channels or providers used to watch video/TV content by agreement with other statements about watching online video content, December 2008
Targeting Opportunities
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- Key points
- Number of categories watched on online video sites
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- Figure 30: Number of catergories watched on online video sites, December 2008
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- Figure 31: Number of catergories watched on online video sites by those watched, December 2008
- TV channel/provider loyalty when watching (or downloading) video/TV content
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- Figure 32: TV channel/provider loyalty when watching (or downloading) video/TV content, December 2008
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- Figure 33: TV channel/provider loyalty when watching (or downloading) video/TV content by those used, December 2008
- Target groups
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- Figure 34: Online video content, target groups, December 2008
- Enthusiasts
- Practical users
- Short clips only
- Access concerned
- Apathetic
- Half of Enthusiasts watch every day
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- Figure 35: Target groups, by frequency of watching online video content, December 2008
- Enthusiasts have most adventurous viewing habits
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- Figure 36: Target groups, by platforms watched, December 2008
- Sliding scale of categories watched
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- Figure 37: Target groups, by number of categories watched on online video sites, December 2008
- Categories watched = TV services watched
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- Figure 38: Target groups, by TV channel/provider loyalty when watching (or downloading) video/TV content, December 2008
- Enthusiasts like everything more
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- Figure 39: Target groups, by catergories watched on online video sites, December 2008
- iPlayer popular even with the Apathetic
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- Figure 40: Target groups, by TV channels or providers used to watch (or download) video/TV content, December 2008
Appendix – Internal Market Environment
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- Figure 41: Number of television sets, 2004-08
- Figure 42: Screen size, 2004-08
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- Figure 43: Screen type, 2006-08
- Figure 44: Television features, 2004-08
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- Figure 45: Where the television is watched, 2004-08
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Appendix – Broader Market Environment
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- Figure 46: Trends in personal disposable income and consumer expenditure, 2003-13
- Figure 47: Trends in the age structure of the UK population, by gender, 2003-13
- Figure 48: Forecast adult population trends, by socio-economic group, 2003-13
- Figure 49: Forecast adult population trends, by lifestage, 2003-13
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Appendix – Market Share
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- Sites watched
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- Figure 50: Most popular online video sites watched, by demographics, December 2008
- Figure 51: Less popular online video sites watched, by demographics, December 2008
- Online video sites heard of but never watched
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- Figure 52: Most likely online video sites heard of but never watched, by demographics, December 2008
- Figure 53: Less likely online video sites heard of but never watched, by demographics, December 2008
- Sites never heard of
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- Figure 54: Most likely online video sites never heard of, by demographics, December 2008
- Figure 55: Less likely online sites never heard of, by demographics, December 2008
- TV channels/providers
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- Figure 56: TV channels or providers used to watch (or download) video/TV content, by demographics, December 2008
Appendix – Who Watches, How and When?
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- Figure 57: Watching of online video content, by demographics, December 2008
- Platforms watched
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- Figure 58: Platforms watched, by demographics, December 2008
- Frequency of watching online video
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- Figure 59: Frequency of watching online video content, by demographics, December 2008
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Appendix – Categories Watched
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- Figure 60: Most popuar categories tend to watch on online video sites, by demographics, December 2008
- Figure 61: Less popuar categories tend to watch on online video sites, by demographics, December 2008
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Appendix – Attitudes Towards Online Video Content
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- Attitudes
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- Figure 62: Most popular attitudes towards online video content, by demographics, December 2008
- Figure 63: Less popular attitudes towards online video content, by demographics, December 2008
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- Figure 64: Frequency of watching online video content by agreement with attitude statements towards online video content, December 2008
- Statements
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- Figure 65: Most popular statements about watching online video content, by demographics, December 2008
- Figure 66: Less popular statements about watching online video content, by demographics, December 2008
Appendix – Targeting Opportunities
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- Figure 67: Number of catergories watched on online video sites, by demographics, December 2008
- Figure 68: TV channel/provider loyalty when watching (or downloading) video/TV content, by demographics, December 2008
- Target groups
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- Figure 69: Target groups, by demographics
- Figure 70: Target groups, by the attitude statements used, December 2008
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