Ruth McEntee, YouTube DMXDublin 2014 - Refreshing Your View of Video
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Transcript of Ruth McEntee, YouTube DMXDublin 2014 - Refreshing Your View of Video
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Ruth Mc Entee YouTube, Ireland
Refreshing your view of video in Ireland
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AUDIENCE
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YouTube users in Ireland are:
Connected Social Valuable
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Google Confidential and Proprietary 5
Google Confidential and Proprietary
5
YouTube Usage
They visit YouTube regularly…
77%
Of all YouTube users access
YouTube
at least weekly
Connected
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Google Confidential and Proprietary 6
Google Confidential and Proprietary
6
77%
88%
38%
35%
20%
21%
14%
12%
10%
10%
9%
17%
7%
40%
21%
18%
16%
16%
16%
17%
14%
9%
YouTube
TV network sites
Netflix
Tumblr
Vimeo
Dailymotion
Vine
Weekly Less than weeklyWebsite Usage
…and YouTube is their #1 video destination
37%
38%
30%
28%
27%
24%
18%
78%
56%
Connected
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Google Confidential and Proprietary 7
9% 16%
24% 28% 34%
61% 38%
11%
17% 17%
18% 19%
39%
77%
37%
11%
6:00 am -8:59 am
9:00 am -11:59 am
12:00 pm -1:59 pm
2:00 pm -4:59 pm
5:00 pm -6:59 pm
7:00 pm -10:59 pm
11:00 pm -1:59 am
2:00 am -5:59 am
YouTube
TV
Viewership across Dayparts
3 in 5 Irish users view YouTube videos during
during workdays
Connected
1 in 3 spend the same amount of time
watching YouTube as TV in an
average week
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Google Confidential and Proprietary 8
Google Confidential and Proprietary
8
59% Less watching or attention (Net)
13% Stopped or downgraded
cable/pay services (Net)
YouTube is affecting how Irish people
interact with other media
say that TV is in the
background while
other devices are
used as a first
screen 65%
Connected
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Google Confidential and Proprietary
YouTube users actively share content
share or re-share links
post a comment or review on a
blog, forum or message board
59%
58%
46%
63%
share YouTube videos that
they saw
talk about what they saw on
YouTube with their peers
Source: YouTube Global Audience Study, IPSOS 2013
Social
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Google Confidential and Proprietary 10
Google Confidential and Proprietary
10
Brands have an opportunity for engagement Social
58%
Search for or watch
more video
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Google Confidential and Proprietary 11
Google Confidential and Proprietary
11
Attitudes about Brands
YT users are brand curators and advocates
1.2X More likely to be brand advocates
1.9X More likely to be early adopters
1.6X More likely to be influential
Social Valuable
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1. YouTube is a platform for passionate audiences that thrive on creativity and expression.
2. These audiences represent a unique mindset that we call Gen C. Gen C are a powerful force, on both culture and commerce fronts.
3. Brands can benefit by understanding Gen C motivations and engage with them on YouTube, as large proportion of them are brand advocates and loyalists.
4. Usage of YouTube among Gen C typically means weekly usage, with YouTube playing a central part in their lives.
5. Gen C access YouTube on multiple screens, from multiple locations and during multiple day parts.
6. Entertainment is at the core of YouTube usage, but Gen C engage more deeply with YouTube – pursuing passions, using it for “how-to” and connecting with others.
7. YouTube is valued above competitors for the creativity, community and variety of content options it supports.
8. Gen C’s engagement with YouTube has impacted their engagement with TV. TV serves as more of a background to their device and YouTube usage.
Key Takeaways CONTENT
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Google Confidential and Proprietary 13
Google Confidential and Proprietary
13
Top 20 Genres Typically Viewed on YouTube
71% 55%
43% 43%
34% 33%
31% 28% 28%
27% 26%
25% 25%
22% 22%
21% 21% 21%
20% 20%
Music videosComedy
How-to/DIY (do-it-yourself) videosFilm previews, trailers and videos
Live music (concerts)Food, cooking, and recipes
DocumentariesTechnology, electronics and gadgets
TV showsPets and animals
Short filmsHealth, fitness and exercise
Personal or home videosFull-length movies
Cartoons and kids showsBeauty and fashion
GamingProduct reviews and commentary
Sporting eventsCelebrity news and entertainment
Beyond entertainment content, How-To/DIY videos are
popular among Irish YouTubers
Source: Ispos MediaCT
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Google Confidential and Proprietary 14
Google Confidential and Proprietary
14
Top 10 YouTube Videos 2013 in Ireland
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Google Confidential and Proprietary 15
Google Confidential and Proprietary
15
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Google Confidential and Proprietary 16
Google Confidential and Proprietary
16
Pancake Tuesday
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ADVERTISE
RS
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Google Confidential and Proprietary 18
Google Confidential and Proprietary
18
YouTube users in Ireland are:
Connected Social Valuable
Reach Build Engage
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Avinash Kaushik
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Q&A