YouTube Mena Statistics

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    18-May-2015
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Some interesting Youtube Mena statistics shared directly by Google thanks to Will Rocklin.

Transcript of YouTube Mena Statistics

  • 1. Google Confidential and Proprietary

2. 4B+ global viewsper day(600M3rdLargest site onon mobile) the Internet800MUnique visitors per month2 Google Confidential and Proprietary 3. 3 Google Confidential and Proprietary 4. YouTubeYouTube DailyYouTube Weekly UsersUsers Users UAE 83% 34% 35%KSA 85%42%34%Egypt74% 30% 30%Source: TNS, Think Insights 2012 with Google4 Google Confidential and Proprietary 5. EgyptUAE ~37%32% ~18%13%10% 12%9% 9% 10% 10% 12%7%7%5%6%6%4%5% 5%6%6%6%KSA Morocco46% 53% ~34% 24% 17% 20% 20%~13% 16% 9% 10%10% 11% 13% 8% 8%8%9% 9% 9%5% 6%Source: PARC and Internal Google Systems,5Google Confidential and Proprietary 6. and message 40-50% of the YouTube users are women 50-60% of the YouTube users are men The average age of the MENA YouTube user is 33-35 years oldThe average monthly salary of the MENA YouTube user is between USD 300-3,00030-70% of the MENA YouTube users haveUniversity Degrees28-65% of the MENA YouTube users use dataon their smartphones 6 Google Confidential and Proprietary 7. 7 Google Confidential and Proprietary 8. REACHGoogle Confidential and Proprietary 9. 9 Google Confidential and Proprietary 10. YVA can be click toStatic image or flash play, auto-play and companion, horizontalexpandablepositioning configurable*Currently available in the UAE, Saudi Arabia, Egypt, and Morocco10 Google Confidential and Proprietary 11. 11 Google Confidential and Proprietary 12. 12 Google Confidential and Proprietary 13. 140 130 120 110 100 90 80 70 60 506/1/117/1/11 8/1/11 9/1/11 10/1/11 11/1/11 12/1/11 1/1/12 2/1/12*Egypt, Morocco, UAE, KSA, **Q3-Q4 2011 Growth13 Google Confidential and Proprietary 14. Daily YouTube DesktopYouTubeTotal Impressions Homepage Masthead Mobile RoadblockKSA 2.5M 4.0M6.5MUAE 800k 900k1.7M Egypt 1.5M 300k1.8MMorocco 1.4M 400k1.8M14 Google Confidential and Proprietary 15. IMPACTGoogle Confidential and Proprietary 16. Making an Impact: Go Big With VideoUse the power of sight, sound, and motionto attract attention and engage users.Average interaction rate of 1.3%Source: Google Internal Systems; Interaction rate = (Banner clicks + CTP + Click to watch + Click to replay + click to full screen + click tochannel)/(Total Impressions)16 Google Confidential and Proprietary 17. Making an Impact: Be Hyper Visible Leverage the maximum amount of homepage real estate to createinteresting video perspectives and user experiences. Average interaction rate of an expandable YVA is 20%*Actual expandable under development. Not final concept.17 Google Confidential and Proprietary 18. Making an Impact: Incite Action Encourage engagement and drive results.Homepage ads spark buzz and brand engagement. Viewers are 437% more likely toengage in a key brand activity.Source: Google Internal Systems18 Google Confidential and Proprietary 19. And its easy Video Uploaded to YouTubeSimple Banner(s) ExclusivityReachImpact100% Share of Voice for Use the power of sight, 24 hours, across ALL11.8 million Impressionssound, and motion to screens. engage your audience19 Google Confidential and Proprietary 20. Viral doesnt just happenGive your advertising video a boost with promotion on the Homepage Promoted on The YouTube HomepageVIEWS PER WEEKNatural viral CVP SCOREYouTube homepage ads are responsible for 86% of all views; they increase expected views by over 600%!Source: Millward Brown Viral Study, Aug 2010, This analysis has undergone peer review and full results have been published in the InternationalJournal of Advertising20 Google Confidential and Proprietary 21. Best Practices21 Google Confidential and Proprietary 22. For Product LaunchesLaunchand Launch Big with YouTube22 Google Confidential and Proprietary 23. For Brand EngagementPropel Your Brand to Top of Mind with the interactivity, and engagementthat YouTube offers.23 Google Confidential and Proprietary 24. to Complement TV+Drive incremental reach via YouTube advertising24 Google Confidential and Proprietary 25. 25 Google Confidential and Proprietary 26. Formats26 Google Confidential and Proprietary 27. Overview of advertising options on YouTubePremiumExpandableMobileYVA YVA Roadblock Brand ChannelMobile BrandChannel27 Google Confidential and Proprietary 28. YVA can be click to Static image or flash play, auto-play andcompanion, horizontalexpandable positioning configurable1. Currently available in the UAE, Saudi Arabia, Egypt and Morocco 28 Google Confidential and Proprietary 29. DailyYouTube DesktopYouTubeImpressions Total Homepage Masthead Mobile Roadblock KSA2.5M4.0M6.5M UAE800k900k1.7M Egypt1.5M300k1.8MMorocco1.4M400k1.8M29Google Confidential and Proprietary 30. Extend to new screensOwn all of YouTube for 24 hours, on any screen, by adding the mobile roadblock. YouTube Homepage YouTube Mobile Roadblock 6.2M impressions per day5.6 M impressions per day+30 Google Confidential and Proprietary 31. All homepage buys come with an upgrade to a brand channel and amobile brand channel to enhance your brands home on all screens. Value Add!31 Google Confidential and Proprietary 32. YouTube is monetized in 39 different countries/territoriesand available in 54 different languages/dialects AmericasEurope, Africa & Middle EastAsia Pacific United StatesUnited Kingdom Belgium Japan Taiwan Canada France Netherlands Hong Kong Australia Mexico GermanySwedenSouth Korea New Zealand ArgentinaIrelandPolandPhilippines Malaysia Brazil ItalyRussiaSingapore Indonesia Colombia SpainIsraelIndia ChileCzech Republic South Africa Peru HungaryEgyptKenyaMoroccoSaudi Arabia United Arab of Emirates32 Google Confidential and Proprietary 33. 33 Google Confidential and Proprietary 34. UAEYouTube Usage per Device Category YouTubeUsersTotal(Devices 83%independent)n=778PCn=639 79%Tablet74%n=192Mobile59%Phonen=500Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=778; Q18: How often do you use the online video platform YouTube via the device for personal reasons?Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=500; PC n=639; Tablet n=192 Google Confidential and Proprietary 34UAE 35. KSAYouTube Usage per Device Category YouTubeUsersTotal(Devices85%independent)n=771PCn=606 86%Tabletn=141 81%MobilePhone 69%n=563 Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use)n=771; Q18: How often do you use the online video platform YouTube via the device for personal reasons? Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=563; PC n=606; Tablet n=141Google Confidential and Proprietary 35 Saudi Arabia 36. EgyptYouTube Usage per Device Category YouTubeUsersTotal(Devices74%independent)n=282PCn=234 77%MobilePhone 47%n=111Tablet 0%n=1Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=282; Q18: How often do you use the online video platform YouTube via the device for personal reasons?Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=111; PC n=234; Tablet n=1 Google Confidential and Proprietary 36 Egypt 37. 37 Google Confidential and Proprietary 38. 38 Google Confidential and Proprietary 39. 39 Google Confidential and Proprietary 40. Playbacks Breakdown by Category%, Jan 20128% 7% 9%7% 2% 1%3% 3% 2%3%3%3% 6% 3%9%5%5%5% 8% 6%7%9%Other 8% 8%9%Autos & Vehicles9% 8% 6%Education 11%Sports18% 14% News & Politics27%Comedy 16%Film & Animation22% Entertainment21%33%16% People & BlogsMusic22%19% 19%KSA Egypt UAE Morocco 40 Google Confidential and Proprietary 41. Views Breakdown by Category%, Jan 201211% 10% 9%13% 2% 2% 3% 2%5% 5%7%4% 5% 4%8% 5% 9%9% 9%7%Other7%7% 9%8% Autos & Vehicles 12%News & Politics15% Sports18% 25%Film & Animation 16%Comedy22% Entertainment21% People & Blogs15%Music 35%23% 21%20%KSA Egypt UAE Morocco 41 Google Confidential and Proprietary 42. 4X18X 6X6X18XSource: Homepage Impact Study, November 2009, updated December 2010. Median of exposed group as compared to controlgroup indexed at 100%.42 Google Confidential and Proprietary 43. 43 Google Confidential and Proprietary 44. 44 Google Confidential and Proprietary 45. +45 Google Confidential and Proprietary 46. TV vs. YouTube viewership 60 50 40%Daily Reachof light TV viewers 30% 20% 10 % Online TV0 678 910 11 12 13 1415 16 17 18 19 20 21 22 230 0-5am Time of DaySource: YouTube Media Consumption StudyLight TV Viewers = 0-16 hrs TV per week, n=21346Google Confidential and Proprietary 47. Delivering 4% incremental reach to TV TV contacts YT contacts YouTube TVAds Ads Reach Reach 12% 69%4%incrementalreach 33% of those exposed to theYouTube ad had no contact withthe TV campaignSource: Samsung Masthead Study UK, Metrix Lab, July 2010Target Audience: ABC1 Men 22-5547Google Confidential and Proprietary