Dubit's OFCOM Online Video Presentation
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Online Video Consumptio n
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Dubit's presentation for OFCOM on the subject of children's online video consumption with a focus on YouTube.
Transcript of Dubit's OFCOM Online Video Presentation
Online Video Consumption
Methodology
Dubit Research conducted an online survey during April 2011to understand how children consume video online.
The sample included:
Dubit Video Diary
Dubit then invited the ‘top video consumers’ from the survey to participant in the online video diary research. Fifty-four parents gave consent for Dubit to record the web address of any videos they watched online over the duration of one week.
The results of this research were presented during the Children’s Media Conference 2011.
1000 respondents Aged 6-12 years old
19% 20%
41%
26% 22% 19% 15%
15%
34%
10%
16%
8%6%
2%
24%
23%
5%9%
5%5%
1%
24%
6%
2%2%
1%2%
10%1%
1%1%
1%1%
6%
1%
0%
25%
50%
75%
100%
Normal TV (Live) DVDs, Blu-Ray, or videos (VHS)
Videos on computer (e.g.
YouTube)
Recorded TV (e.g. Sky+)
TV On-Demand Videos on another gadget
Videos on mobile
Over 15 hours 10-15 hours 5-10 hours2-5 hours 1-2 hours Under 1 hour
How much time do you spend watching the following each week?
84% 57% 54% 37% 34% 19%97%
Total Take-up
(Base: 1000, 6-12 year olds)
Do you watch online video on any of these websites? YouTube: 53% of all 1,000 respondents
66%
32% 29%26%
22%19%
17% 17% 16% 14% 12%9% 9% 9%
0%
20%
40%
60%
80%
(Base: 795, 6-12 year olds who watch any videos online)
How much time do you spend watching videos on YouTube each week?
Are the kids watching YouTube? Of course they are…
(Base: 795, 6-12 year olds who watch any videos online)
63% Type in search
21% Browse by - Category
26% view most popular videos
When you have a list of online videos to choose from, how do you usually decide which one to watch? (Base 529)
4%
4%
5%
6%
11%
15%
18%
19%
25%
26%
30%
36%
Promoted videos / sponsored videos
Date uploaded
Video responses
Video duration
User favourites
Video with most stars
Video with most views
Suggested videos / recommendations
Video description
Top of search list
Best picture
Matches my search keywords
36% Matches search
26% Top of list
30% Best Picture
Categorisation of videos watch online
(Base: 795, 6-12 year olds who watch any videos online)
Targeted searchingFilm trailers, Cartoons, Music clips – ‘radio’TV on demand / catch up, series episodesContent similar to TVMore closed
More randomFunny / weird contentQuick, entertaining, ‘video journeys’ through links, shareable – viralMore UGC, amateurMore discovery
Diversity / Choice Instant / Easy
vs. TVRatings
Chained content allows journeys
Sharing
Humour / EntertainingU
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Reference/ Information
VIDEO TYPOLOGY
Humour / EntertainingU
ser gen
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tP
rofe
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nal
Reference/ Information
VIDEO TYPOLOGY
Hot spots – most popular/ shared
Humour / EntertainingU
ser gen
erated co
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tP
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nal
Reference/ Information
VIDEO TYPOLOGY
Microsharing/ Niche content
Viral / Funny
Hot spots – most popular/ shared
Music Videos
Humour / EntertainingU
ser gen
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Reference/ Information
VIDEO TYPOLOGY
Professional / Funny
