Online Video Insights Report

Online Video Insights Report March 2010

Overview ScanScout, the leading in-stream video ad provider, serves more than 700 million ad impressions/month to tens of millions of unique viewers.

Our proprietary technology scans and tracks every single video, page, and audience viewing behavior, and analyzes billions of data points each month as part of its ad targeting, optimization, and brand protection algorithms.

This monthly report provides a concise snapshot of online video consumption and trends by key video categories, day parts, and (coming soon) audience segments, demographics, and more.

To learn more, contact us at [email protected]

Or Follow us on Twitter @ScanScout

March2010VideoInsightsReport

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Table of Contents

  March Highlights 4

  Healthcare Reform 7

  The Oscars 8

  All Videos 14

  Automotive 16

 Business/Finance/ Real Estate 18

  Community 20

  Education/Careers 22

  Entertainment 24

  Animation   Movies   Music   TV

  Family 33

  Food & Drink 35

  Health 37

  Home 39

 Law/Government/Politics 41

  Lifestyle/Culture 43

  News 45

  Pets/Animals 47

  Shopping/Style 49

  Sports 51

 Technology/Gaming 53

  Travel 55


CLICK TO SKIP TO PAGE

  Nearly one in four (24%) videos streamed in March was watched during prime-time TV viewing hours, 8PM-11PM. (Approximately 174MM streams.)

  9PM-10PM showed the most streams and unique viewers for most categories.

  Other category peaks of note: Business (4PM-5PM); Home (2PM-3PM), Food & Drink (5PM-6PM), Health (7PM-8PM)

  Most popular topics: Apple iPad, escapist movies Clash of the Titans, A-Team and Iron Man, Columbian pop star Shakira, and NCAA “March Madness” Championship

  Weekend daily viewership is 31% higher than weekday. Sports and Automotive content saw the biggest weekend lifts, 50% and 45%, respectively. Community video views dropped by about 24% on weekends.

  Business/Finance viewership remained steady, even on weekends. Other categories that showed consistent weekend/weekday stream volumes included Travel, Lifestyle/Culture, Careers, and Entertainment.

  March Webby and Streamy Award winner Zach Galifianakis broke into All Videos Top 10 with his “Between Two Ferns…” short-form talk show.

  Biggest day: Saturday, March 13, with 33.4MM streams

March Highlights


Entertainment (Animation +

Movies + Music + TV) 35%

Computing / Technology /

Games 25%

Sports 14%

Automotive 4%

News 4%

Business / Finance / Real

Estate 4%

Culture / Lifestyle 2%

Health 2%

Shopping / Style / Fashion

2% Travel

1%

Law / Government /

Politics 1%

Food & Drink 1% Community

1%

Home 1%

Pets 1%

Education / Careers

1% Family

0%

March Video Streams by Category


March Video Streams by Category by Hour

0

50,000

100,000

150,000

200,000

250,000

300,000

Automotive

Business / Finance / Real Estate

Community

Computing / Technology / Games

Culture / Lifestyle

Education / Careers

Entertainment / Animation

Entertainment / Movies

Entertainment / Music

Entertainment / Television

Family

Food & Drink

Health

Home

Law / Government / Politics

News

Pets

Shopping / Style / Fashion

Sports

Travel


0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

6/27/09 7/27/09 8/27/09 9/27/09 10/27/09 11/27/09 12/27/09 1/27/10 2/27/10 3/27/10

Numberofvideosconsumedthatmen?oned"HealthcareReform"

HOT TOPIC: Healthcare Reform

ScoEBrownwinsTedKennedy’s

senateseat,1/19

HealthcareReformBillpasses,3/21


0.00

1.00

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3.00

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8.00

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2/14

2/16

2/18

2/20

2/22

2/24

2/26

2/28

3/2

3/4

3/6

3/8

Avatar

TheBlindSide

District9

AnEduca6on

TheHurtLocker

IngloriousBasterds

Precious

ASeriousMan

Up

UpintheAir

Nomination announced Academy Awards

WINNER

HOT TOPIC: The Oscars – Best Picture


0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

1/1

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1/7

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1/13

1/15

1/17

1/19

1/21

1/23

1/25

1/27

1/29

1/31

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2/8

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2/12

2/14

2/16

2/18

2/20

2/22

2/24

2/26

2/28

3/2

3/4

3/6

3/8

KathrynBigelow

Quen?nTaran?no

JamesCameron

JasonReitman

LeeDaniels


WINNER

HOT TOPIC: The Oscars – Best Director


0.00

20.00

40.00

60.00

80.00

100.00

120.00

140.00

1/1

1/3

1/5

1/7

1/9

1/11

1/13

1/15

1/17

1/19

1/21

1/23

1/25

1/27

1/29

1/31

2/2

2/4

2/6

2/8

2/10

2/12

2/14

2/16

2/18

2/20

2/22

2/24

2/26

2/28

3/2

3/4

3/6

3/8

SandraBullock

HelenMirren

CareyMulligan

GaboureySidibe

MerylStreep


WINNER

HOT TOPIC: The Oscars – Leading Actress


0.00

5.00

10.00

15.00

20.00

25.001/1

1/3

1/5

1/7

1/9

1/11

1/13

1/15

1/17

1/19

1/21

1/23

1/25

1/27

1/29

1/31

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2/4

2/6

2/8

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2/14

2/16

2/18

2/20

2/22

2/24

2/26

2/28

3/2

3/4

3/6

3/8

JeffBridges

GeorgeClooney

ColinFirth

MorganFreeman

JeremyRenner


WINNER

HOT TOPIC: The Oscars – Leading Actor


0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

1/1

1/3

1/5

1/7

1/9

1/11

1/13

1/15

1/17

1/19

1/21

1/23

1/25

1/27

1/29

1/31

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2/4

2/6

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2/12

2/14

2/16

2/18

2/20

2/22

2/24

2/26

2/28

3/2

3/4

3/6

3/8

PenelopeCruz

VeraFarmiga

MaggieGyllenhaal

AnnaKendrick

Mo'Nique


WINNER

HOT TOPIC: The Oscars – Supp. Actress


HOT TOPIC: The Oscars – Supp. Actor

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

1/1

1/3

1/5

1/7

1/9

1/11

1/13

1/15

1/17

1/19

1/21

1/23

1/25

1/27

1/29

1/31

2/2

2/4

2/6

2/8

2/10

2/12

2/14

2/16

2/18

2/20

2/22

2/24

2/26

2/28

3/2

3/4

3/6

3/8

MaEDamon

WoodyHarrelson

ChristopherPlummer

StanleyTucci

ChristophWaltz


WINNER


All Videos

Top 10

0

5000000

10000000

15000000

20000000

25000000

30000000

35000000

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

VideoStream

UniqueUser

1 Preview – Clash of the Titans 2 Apple iPad First Hands-On! 3 Preview – The A-Team 4 Shakira – Gypsy 5 iPad Introduction Captioned by Google

6 Update from Men's NCAAs 7 “Between Two Ferns” with Zach Galifianakis 8 Apple iPad Ad from the Oscars 9 NBA Trade Deadline Report

10 Iron Man 2 – Trailer

Video Consumption by Day


0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

VideoStream

UniqueUser

All Video Consumption by Hour


Top 10 1 IZOD IndyCar Weekly 2 How to Hot-Wire a Car 3 Toyota Recall 4 iPod-Controlled '69 Pontiac GTO 5 Autoline After Hours: Uncensored

Automotive Talk

6 Icestorm Speedway 7 Car Drifting and Modification 8 How to Change Oil 9 Pocket Bike Racing

10 Replacing Brakes – How to Remove Brake Pads

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000


VideoStream

UniqueUser

Automotive



0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

VideoStream

UniqueUser

Automotive Videos, Consumption by Hour


Business / Finance / Real Estate

Top 10


6 How Inside Sales Teams Can Reduce Costs 7 Identity Theft Prevention 8 The Twitter Conference 9 Best of 2009: The Reebok 20th Anniversary

Pump Is The #5 Sneaker 10 Windows Phone 7 Series walkthrough

0

50,000

100,000

150,000

200,000

250,000

300,000


VideoStream

UniqueUser

1 Wall Street – Money Never Sleeps 2 Obama's New Fiscal Responsibility & Reform

Commissioner Andy Stern on Redistributing Wealth and Global Government

3 Finances for New Grads 4 Toyota Recall 5 Identity Theft Prevention


Business / Finance / Real Estate Video Consumption by Hour

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

VideoStream

UniqueUser


Top 10


0

20,000

40,000

60,000

80,000

100,000

120,000

140,000


VideoStream

UniqueUser

1 Ob/Gyn Visit Tips for Due Dads 2 Kentucky bill could make it possible

to teach the bible in public school 3 Couple Describes Feelings About Being

First in Line (same sex marriage) 4 How to Go Green 5 How to Be Single And Happy

6 How to Flirt With Girls When You Are a Shy Guy

7 How Do I End a Relationship After the Third Date?

8 Bronx Students 9 How to Find Your First

College Boyfriend or Girlfriend 10 How to Understand Women

Community


Community Video Consumption by Hour

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

VideoStream

UniqueUser


Top 10


0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000


VideoStream

UniqueUser

1 How to Read Business Body Language 2 Learn Chinese: How to Read Pinyin 3 Learn Chinese: Business Meeting 4 How to Ace a Job Interview 5 The Graduates

6 Learn Chinese: Job Interview 7 How to Talk to People: Better

Communication Skills 8 Learn Chinese: Asking for Directions 9 College Video Tour for video 3387.flv

10 How to Find a Job in a Down Market

Education / Careers


Education / Careers Video Consumption by Hour

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

VideoStream

UniqueUser


Movies39%

Music27%

TV20%

AnimaNon14%

Entertainment Streams, by Sub-Category


Entertainment/Animation

Top 10 1 Coraline – Coraline in the Higher

Dimensions 2 Coraline – Henry Selick and Neil Gaiman

Bring Coraline to Life 3 Coraline – Crafting the World of Coraline 4 NC Quest for Camelot 5 Afro-Samurai Director Ken Mader

6 Robotech Macross Saga – 04 – Combat 7 Robotech Macross Saga – 07 – Rescue 8 Zombies Vs. Vampires 9 A Mouse's Tale

10 Robotech Macross Saga – 02 – Zentradi

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000


VideoStream

UniqueUser



Entertainment/Animation Video Consumption by Hour

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

VideoStream

UniqueUser


Entertainment/Movies

Top 10

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000


VideoStream

UniqueUser

1 Preview – Clash of the Titans 2 Preview – The A-Team 3 James Cameron’s AVATAR – HD Teaser Clip 4 Coraline – Coraline in the Higher Dimensions 5 Coraline – Henry Selick and Neil Gaiman Bring

Coraline to Life

6 Preview – Shrek Forever After 7 Iron Man 2 – Trailer 8 Preview – Knight & Day 9 Preview – The Crazies

10 2009 Miami Short Film Festival Promotional Trailer



Entertainment/Movies Video Consumption by Hour

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

VideoStream

UniqueUser


Entertainment/Music

Top 10

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000


VideoStream

UniqueUser

1 Shakira – Gypsy 2 Beyonce – Video Phone 3 Alicia Keys – Try Sleeping… Broken Heart 4 Ludacris – My Chick Bad (ft. Nicki Minaj) 5 Ciara – Dirty Dancing in Vegas

6 Fall Out Boy – A Weekend at Pete Rose's 7 Elton John Talks To RCN About

Producing Next Fall on Broadway 8 Avril Lavigne – Alice 9 Carrie Underwood – Jesus, Take The Wheel

10 SXSW 2010



Entertainment/Music Video Consumption by Hour

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

VideoStream

UniqueUser


Entertainment/Television

Top 10

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000


VideoStream

UniqueUser

1 “Between Two Ferns” with Zach Galifianakis 2 Jessica Simpson: I Don't Accept

John's Apology 3 Scrubs: Steve Porter REMIX! 4 Malibu U. – Promo Video! 5 Prom Queen – Ep24 – Hopelessful

6 'Bombshell' McGee's San Diego Coverup 7 MLB 30 Clubs in 30 Days: Reds 8 Jon Jones vs Brandon Vera UFC on Versus 1 9 Simon Cowell Is a Tweaker

10 TRESemme Mercedes-Benz Fashion Week Recap 8



Entertainment/Television Video Consumption by Hour

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

VideoStream

UniqueUser


Family

Top 10

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000


VideoStream

UniqueUser

1 Learn about Pregnancy Ultrasound 2 The Pregnancy Show – Anxiety, Part 2 3 Feel Good Moment of the Day 4 Lindsay Lohan Sweet 16 5 How to Choose Organic Baby Skin Care

6 How to Photograph a Pregnant Mom 7 How to Apply Baby Blanket Binding 8 Pregnancy and Your Pet 9 Jewish Mom Bars Dad from Taking

Daughter to Church 10 Babyproofing Your Home



0

500

1,000

1,500

2,000

2,500

3,000

VideoStream

UniqueUser

Family Video Consumption by Hour


Food & Drink

Top 10 1 Raising the Bar – How to Make a Spiral Zest Garnish

2 Salmon Eggs and Feta 3 Lily Root and Frog Legs 4 Country Style Potato Salad Recipe 5 Easy Shrimp Stir-Fry

6 How to Make a Classic Wet Martini 7 How to Make Cinnamon Rolls 8 Pecan Pie with Fresh Whipped Cream 9 How to Make Chocolate for Dipping

10 Beef Brisket Recipe

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000


VideoStream

UniqueUser



Food & Drink Video Consumption by Hour

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

VideoStream

UniqueUser

Greatestvolumeslightlybeforedinnerhours


Health

Top 10

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000


VideoStream

UniqueUser

1 Haiti Vaccines For Children 2 Tree Pose 3 Corey Haim – Thousands of Pills,

Dozens of Docs 4 Developing A Budget – Financially

Planning for Your Baby 5 Learn about Pregnancy Ultrasound

6 Where Does My Bottled Water Come From?

7 How To Get Rid Of Love Handles 8 Exercise TV – Workout Videos 9 Where Does My Bottled Water

Come From? 10 Four Ways to Prevent Diabetes



Health Video Consumption by Hour

0

5,000

10,000

15,000

20,000

25,000

VideoStream

UniqueUser


Home

Top 10 1 How to Remove Wallpaper 2 Learn How to Hang the Drywall 3 How to Install a Toilet 4 Drain Tip 5 How to Mix Sanded Grout

6 Leaky Bathtub Faucet Repair Evaluation 7 How to Cut and Position Crown Molding 8 Remove Vinyl Floors in Your Home 9 How to Grow a Vegetable Garden

10 Shower Valve Removal

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000


VideoStream

UniqueUser



Home Video Consumption by Hour

0

1,000

2,000

3,000

4,000

5,000

6,000

VideoStream

UniqueUser


Law / Government / Politics

Top 10

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000


VideoStream

UniqueUser

1 Obama on Health Bill Passage 2 War Without End: Part Two 3 Young Americas Foundation 4 War Without End: Part One 5 Obama and Dems: Using 51 Majority Arrogant

Power Grab, Against the Founders Intent

6 Obama's Fence-Mending Tour of Russia 7 Tavis Smiley and Al Sharpton Fight about

Barack Obama 8 Valerie Jarrett at Harvard: Thoughts on

Simple, Extreme America 9 Boehner Raises Voice in the House

10 The Politics of Never Taking No



Law / Government / Politics Video Consumption by Hour

0

2,000

4,000

6,000

8,000

10,000

12,000

VideoStream

UniqueUser


Lifestyle / Culture

Top 10

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000


VideoStream

UniqueUser


1 "Prop 8 – The Musical" starring Jack Black, John C. Reilly, and Many More...

2 Spirit Awards Live 3 The Art of Knitting American and

Continental 4 How to Play Natural Harmonics 5 Billy Graham – True Happiness

6 Hand Strengthening Exercises for Guitar Playing

7 The Art of Crochet for Kids Sing-Along 8 The Skinny on the Bible 9 How to Become a Great Belly Dancer

10 How to Make an Origami Envelope


Lifestyle / Culture Video Consumption by Hour

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

VideoStream

UniqueUser


News

Top 10 1 Obama on Health Bill Passage 2 Afghanistan Opium Production Down 3 Breaking Weather News 4 Corey Haim – Thousands of Pills,

Dozens of Docs 5 Controller Lets Kid Take Over at JFK

6 NHL Report – Let's Talk Olympic Hockey 7 Food Distribution In Haiti 8 Obama's New Fiscal Responsibility & Reform

Commissioner Andy Stern on Redistributing Wealth and Global Government

9 Spring Training: Quiet Day In Phillies Camp 10 Rep Eric Massa Unloads on Dems

0

100,000

200,000

300,000

400,000

500,000

600,000


VideoStream

UniqueUser



News Video Consumption by Hour

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

VideoStream

UniqueUser


Pets / Animals

Top 10

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000


VideoStream

UniqueUser

1 Trampoline Dog 2 The Owl Box 3 The Franklin Institute Hawk Nest 4 Super-Slow Motion Dogs Catching Treats 5 The One With The Cat

6 Cat vs. Robot 7 PetStyle USA: Chicago 8 Cat vs. Balloon 9 Cat Chillin’ On a Bed

10 Monster the Singing Cat



Pets / Animals Video Consumption by Hour

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

VideoStream

UniqueUser


Shopping / Style

Top 10 1 Project Runway Episode 7: Hard Wear 2 Oscar Dress Preparations 3 Project Runway Episode 6:

A Little Bit of Fashion 4 How to Fashion Sketch 5 60 Second Style: Global Domination

6 TRESemme Mercedes-Benz Fashion Week Recap 8

7 At Barneys with Marcia Cross and Mena Suvari

8 Heidi Montag Says No to Plastic 9 Tila Tequila Hosts Garage Sale

10 How To Apply 3 Shades of Eye Shadow

0

50,000

100,000

150,000

200,000

250,000


VideoStream

UniqueUser



Shopping / Style Video Consumption by Hour

0

2,000

4,000

6,000

8,000

10,000

12,000

VideoStream

UniqueUser


Sports

Top 10

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000


VideoStream

UniqueUser

1 Update from Men's NCAAs 2 Cardinals 2010 Season Trailer 3 A-Rod's Two-Run Double 4 Soriano's Two-Run Homer 5 Braves on First Spring Game

6 Rodriguez Addresses the Media 7 Johnson's Solo Shot 8 Fukudome's Two-Run Single 9 Damon: Power Won't Fade

10 NBA Trade Deadline Report



Sports Video Consumption by Hour

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

VideoStream

UniqueUser


Technology / Gaming

Top 10 1 Apple iPad First Hands-On! 2 iPad Introduction Captioned by Google 3 Apple iPad Ad from the Oscars 4 Leo Laporte Live 5 Steve Jobs' Business Effect at Apple

6 Fake Steve Jobs on the iPad 7 Predators – Online Sneak Peak 8 How to Build iPhone Apps 9 HTC Legend / New Sense UI walkthrough

10 How to Set Up Wireless Router

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000


VideoStream

UniqueUser



Technology / Gaming Video Consumption by Hour

0

50,000

100,000

150,000

200,000

250,000

300,000

VideoStream

UniqueUser


Travel

Top 10

0

50,000

100,000

150,000

200,000

250,000

300,000


VideoStream

UniqueUser


1 The Great Barrier Reef 2 Travel: Philippines 3 Ayers Rock 4 Expats Enjoy Dragon Boat Festival in

China 5 Sojourner Travel

6 NZ: South Island 6 – Christchurch 7 Perth 8 Take a Harbor Cruise 9 Malaysia

10 Nanshan Ski Resort


Travel Video Consumption by Hour

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

VideoStream

UniqueUser


About ScanScout Powered by industry-leading proprietary technology, ScanScout provides top brand advertising performance by delivering the right ad to the right audience, over 500 million times per month. Every piece of content across ScanScout's network of premium and niche sites, including Warner Brothers, NBC Owned and Operated, RealNetworks, and Fox News, is scanned and cataloged to best determine the category, the audience, and similar interests, while also ensuring brand protection and optimal performance for advertisers. For more information, please visit: www.scanscout.com

Methodology ScanScout deep-indexes each and every online video using machine-learning and semantic techniques to categorize each video and build audience viewing profiles for targeting as well as advertiser brand protection. Our publisher network is large enough to provide scaled video views in the categories included in this report. The data in this report does not claim to be representative of all online videos on the web. ScanScout’s data is driven by its network composition and will be skewed accordingly.

To subscribe to the monthly report visit http://scanscout.com/marketing/insights/

Press Inquiries: Mark Naples, 646.265.7372, [email protected]

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Documents

Online Video Insights Report