Ooyala video-index-report-Q3-2011

VIDEOMIND VIDEO INDEX REPORT

TABLE OF CONTENTS
METHODOLOGY ....................................................................... 5
Data sources & sample size ....................................................... 5
Data collection............................................................................ 5
Analysis & metrics ...................................................................... 5
VIEWER BEHAVIOR & ENGAGEMENT .................................... 6
Device type: Mobile, tablet,
connected TV devices and game consoles ................................ 7
Content length ............................................................................ 8
Day of week: Desktop & Connected TV Devices ........................ 9
Social media & video sharing ................................................... 10
MULTI-DEVICE VIDEO DELIVERY ......................................... 11
Mobile ....................................................................................... 12
Tablets ...................................................................................... 13
iOS vs. Android ........................................................................ 14
Connected TV devices and game consoles ............................. 15
INDUSTRY VERTICALS .......................................................... 16
Television .................................................................................. 18
Print .......................................................................................... 20
Online Media ............................................................................ 21
Consumer Brands .................................................................... 22
APPENDIX ............................................................................... 23
Glossary ................................................................................... 23
Metrics & deﬁnitions ................................................................. 23
Caveats, disclaimers, & assumptions....................................... 24


EXECUTIVE SUMMARY
Ooyala’s technology helps media companies and marketers around the globe manage,
monetize, deliver and analyze their videos across a variety of platforms and devices. The
information generated each day provides Big Data insights into global viewer engagement,
multi-device viewing, content discovery, sharing via social media, and hundreds of other trends
and variables.

This new report marks the first time Ooyala has offered a quarterly overview of the state of
online video. The data set is vast: Ooyala handles more than 1 billion analytics pings per day,
which reflect the anonymized viewing behavior of over 100 million monthly global unique users.
Ooyala distills this data to help publishers make better decisions on how to tap new markets,
grow audiences and increase revenue. (Details on data and methodology can be found later in
this report.)

Key findings:

• Tablets dominated viewer engagement across all videos played in Q3. Viewers with
tablets averaged nearly 30 percent more viewing time per play than those who watched
on desktops—and completed videos at double the desktop rate.

!" #$%%&'(&)"*+")&,-'&."/%)"0/1&"'$%.$2&."/3&"(/4-%0"$55. Video plays tripled in Q3 alone.

!" +-&6&3."2-4&"($"6/('7"2$%085$31"'$%(&%("$%"9-0".'3&&%.. For videos more than 10 minutes
long, viewers using connected TV devices and game consoles were more than twice as likely
to complete a video than viewers on desktops.

• *7&":$:;2/3-(<"$5"=/'&9$$4",/3-&."03&/(2<"/1$%0"'$;%(3-&. when it comes to sharing
video. Facebook is 17 times more popular than Twitter in Italy, for instance, but the two social
media sites are on par in Japan.

!" ->/)."'3;.7&)"?%)3$-)"(/92&(."-%"(&31."$5"($(/2"/;)-&%'&".-@&A accounting for 97 percent
of all tablet video plays.

3


A MESSAGE FROM OOYALA

Ooyala was founded to help companies personalize their consumer media experience and
increase reach, engagement, revenue and consumer satisfaction. To achieve this mission, we’ve
invested heavily to build a truly robust and scalable real-time video analytics system. We’ve also
gone to great lengths to anonymize our user viewership data to protect user privacy.

The VideoMind Video Index report is designed to help publishers give consumers a better video
experience. We recently launched a new quantitative analysis team, led by a PhD in physics
and applied mathematics, to work with our publishers and help them improve their online video
strategies.

Among the slew of interesting Big Data findings outlined in this report, I found the following
trends particularly telling.

First, viewers love their tablets and continue to warm up to their connected TV devices and
game consoles. Averaged across all plays in Q3, they were more engaged when watching on
tablets than on any other device. When looking just at long-form videos, viewers who watched
on connected TV devices and game consoles were most engaged, followed closely by (you
guessed it) tablet viewers.

Second, a number of clues suggest that viewers are turning to social media to share video
content. Our data indicates that Facebook is far and away the most popular way to share video.
The full promise of Social TV has yet to be realized, but we see strong signals that viewers
increasingly prefer to engage social media and video content together.

The final observation—and perhaps the most obvious—is that people are watching more
and more online video. Simply put, we’re in the midst of a fundamental shift in how people
everywhere watch TV, film and video content. And I think this trend validates much of what we
believed when we set out, nearly five years ago, to build the future of personalized media: that
viewers want to watch what they want, when they want, and on whatever device they want. New
challenges exist for video publishers, but potential audiences have never been bigger.

We hope you find this report interesting and useful. If you have thoughts on how future editions
might be improved, please send your ideas to videoindex@ooyala.com. We look forward to
hearing from you.

Thanks for watching,

B-.1/3'4"C&:&
Co-founder & President of Products, Ooyala

4


METHODOLOGY
!"#"$%&'()*%$+$%",-.*$%/0*
The data sample used in this report covers the third quarter of 2011, from July 1 through September 30. The
data was taken from an anonymous cross-section of Ooyala’s customer and partner database—an array of
broadcasters, studios, cable operators, print publications, online media and consumer brand companies in over
30 different countries. Collectively, our customers’ video streams are watched in 100 countries across more than
5,000 unique domains, and more than 100 million unique viewers watch an Ooyala-powered video every month.

The data sample is not intended to represent the entire Internet or all online video viewers.

!"#"$)&..*)#/&1
Data is tracked by Ooyala’s video analytics technology. During playback, Ooyala’s video player continuously
gathers information and relays it back to an analytics module, which stores the data in a distributed file system
called Hadoop. Viewer statistics are then complied in near-real time and stored in a Cassandra data cluster,
where the information is made readily available for analysis.

"1".2%/%$+$,*#(/)%
Ooyala’s video analytics module tracks a range of standard variables, such as:

• Displays, plays and time watched

• Viewer engagement and video completion rates

• Sharing by social network

• Geography (region, state, city, Designated Marketing Areas)

• Device type (mobile, desktop, tablet, connected TV devices & game consoles)

• Operating system (Windows, Android, iOS)

• Browser (Safari, Chrome, Firefox, Internet Explorer)

For more details on specific metrics and measures, please see the Metrics & Definitions section in the appendix.


VIEWER BEHAVIOR
& ENGAGEMENT
Ooyala’s video analytics technology tracks Across the entire data set, the average
many key viewer engagement metrics, conversion rate increased in Q3, rising
including conversion rate,1 video completion to 35.1 percent from 32.6 percent in Q2.
rate and sharing events. Combined with data The average time watched per play grew
on variables like device type and geography, considerably quarter over quarter, rising 26.5
these metrics can be used to understand percent in Q3.
viewer behavior.

Avg. Conversion Rate Q3, 2011
80%
Conversion rate (plays/displays)

60%

40%

20%

0%
Desktop Mobile Tablet Connected TV Devices
and Game Consoles

VIDEOMIND Video Index

KEY TAKEAWAYS

D&,-'&"(<:&"/%)" F&&4)/<."(3;1:" Viewer engagement When it comes to video
.'3&&%".-@&"1/((&3E 6&&4&%).E Viewers was generally higher sharing, =/'&9$$4"
In Q3, people who tend to watch more on mobile devices beats Twitter in most
watched on a tablet online video during than on desktops— parts of the world—
were more than twice the week—especially &,&%"5$3"2$%085$31" especially Taiwan, Italy
as likely to ﬁnish an on desktops—though videos. Mobile viewers and Australia.
entire video than there are exceptions. completed 3/4 of
viewers on a desktop. a long-form video at
a rate of 20 percent,
compared to 18 percent
for desktops.

1 The ratio of video displays to video plays. For more details, please see the appendix.

VIEWER BEHAVIOR & ENGAGEMENT

!*3/)*$#2-*4$,&5/.*6$#"5.*#6$$
)&11*)#*!$#3$!*3/)*%$"1!$7",*$)&1%&.*%
As a general rule, device type heavily inﬂuences viewer engagement. In Q3, tablet
viewers were the most engaged, while desktop and laptop viewers were relatively
less engaged. For each desktop viewer who completed a video in Q3, for instance,
2+ viewers did the same while watching on a tablet. Across all plays, the video
completion rate for mobile devices was slightly higher than that for connected TV
devices and game consoles.

Viewer Engagement: By Device Q3, 2011
80%
Desktop
Mobile
Tablet
Connected TV Devices
60% and Game Consoles
% of audience

40%

20%

0%
Watched 1/4 Watched half Watched 3/4 Completed video


VIDEOMIND VIDEO INDEX REPORT 7


)&1#*1#$.*17#8 Avg. Content Length & Device Type, Q3, 2011
100% 10+ min
Q3 data suggests that viewers 6-10 min
are turning to their tablets, mobile 3-6 min
devices and especially their 1-3 min

% of total hours watched
connected TV devices and game 75% < 1 min

consoles to watch medium- and
long-form videos. Desktops or
laptops are far more likely to be 50%
used to watch short clips. Videos
shorter than three minutes, for
instance, accounted for more
than half (52 percent) of the hours 25%

of content viewed on desktops.
That same measure is 42 percent
for mobile devices, 29 percent 0%
for tablets and just 6 percent for Desktop Mobile Tablet Connected TV Devices
and Game Consoles
connected TV devices and game
consoles. VIDEOMIND Video Index

By contrast, longer-form videos
represent a bigger share of the
hours played on non-desktop
devices. Videos 10 minutes or
longer accounted for 30 percent Viewer Engagement on Videos Longer than 10 min Q3, 2011
of the hours watched on mobile 40%

devices, 42 percent on tablets and
% of audience that watched 3/4

nearly 75 percent on connected
TV devices and game consoles. 30%
Notably, videos shorter than a
minute were just 7 percent of the
total hours watched on tablets 20%
and 2.2 percent for connected TV
devices and game consoles.
The data indicates that viewers 10%
who watch on connected TV
devices and game consoles
complete longer-form content at
0%
a higher rate than viewers who
watch on any other device.
Desktop Mobile Tablet Connected TV Devices and Game Consoles




!"2$&9$:**;4$!*%;#&-$+$)&11*)#*!$#3$!*3/)*%

Viewers tend to watch more online video on weekdays.2 The most notable exception
was publishers in the online media vertical, who recorded higher-than-average
viewing times during the weekend on mobile devices, tablets, and connected TV
devices and game consoles. (Ooyala’s customers are separated into four industry
verticals. The online media vertical includes companies that were explicitly founded
as Web-based companies and publish video primarily online. A full explanation is
outlined in the Industry Verticals section.)

Q3 data suggests that on weekdays, viewers typically watch longer on desktops,
regardless of industry vertical.

Weekend Viewing Habits Q3, 2011
TV
Connected TV Devices Print
and Game Consoles Online Media
Consumer brands

Tablet

Mobile

Desktop

-60% -30% 0% 30% 60%

Watched less on weekends Watched longer on weekends
(% less than average time watched) (% more than average)


2 Across Ooyala’s database, viewership data are tracked on a daily basis. More granular
reporting—on a time-of-day basis, for example—is enabled by Custom Analytics, an
extension of our core analytics module. Because that extension isn’t deployed universally
across the database, insights are limited to day of week.



%&)/".$,*!/"$+$3/!*&$%8"(/17

Ooyala’s video player makes content sharing easy, and our analytics module tracks
sharing events to help publishers learn how viewers are engaging with their content.
The aggregated data reveal how viewers around the world use social media and video
together. A snapshot of Ooyala’s top 20 countries in terms of sharing activity in Q3
can be seen below.

Generally speaking, Facebook is a more popular means of sharing video than
Twitter—but that margin varies widely depending on region. In Japan, for instance,
there’s approximately a 1:1 ratio between Facebook and Twitter sharing. By contrast,
in Italy, sharing on Facebook is 17 times more popular than on Twitter.

Social Media & Online Video: Facebook vs. Twitter Q3, 2011
Taiwan
Italy
Australia
Philippines
France
India
United States
Spain
Canada
Germany
Mexico
United Kingdom
Brazil
Argentina
Colombia
Netherlands
Singapore
Venezuela
South Korea
Japan
0 5 10 15 20

# Videos shared on Facebook for every 1 video shared via Twitter




MULTI-DEVICE
VIDEO DELIVERY
Across the data set, desktops account for Let’s set aside desktop systems for a
the bulk of total displays, total plays and moment. Among other devices, mobile
total number of hours watched. However, devices accounted for the biggest share of
viewers are watching an increasing amount total hours played in Q3, with 48 percent.
of content on other device types, namely Plays on tablets were a close second,
mobile devices, tablets, and connected TV accounting for 45 percent, while connected
devices and game consoles.3 TV devices and game consoles earned 6.4
percent of total hours played.3

% of Total Hours Played by Device: Mobile, Tablet,
Connected TV Devices & Game Consoles Q3, 2011

6.4%

Mobile
48.3% Tablet
45.3%
and Game Consoles


KEY TAKEAWAYS

->/)."/3&"4-%0"$5" >;92-.7&3."%&&)"/" *7&"/1$;%("$5",-)&$"
(7&"(/92&(.E The iOS (/92&(",-)&$".(3/(&0<E" :2/<&)"$%")&,-'&."
devices are currently Compared to desktops, 2-4&"G$$02&"*+A"B$H&&"
responsible for the the average time /%)">2/<I(/(-$%"-."
vast majority of video watched per play in Q3 03$6-%0"3/:-)2<E During
played on tablets, was 28 percent longer Q3, the amount of time
accounting for 97.7 on tablets. watched on connected
percent of total plays TV devices and game
in Q3. consoles tripled.

3 !"#$%#&%##&'(#&)"*%%$+,&-*+&.#/01'1*0%&*-&2*,$"$3%&.#415#6',7#&5$'#8*+1#%9

MULTI-DEVICE VIDEO DELIVERY

,&5/.*

In Q3, the average time watched per play on mobile devices was on par with the
average time on desktops. A comparison of 25- and 75-percent video completion
rates, however, reﬂects that mobile viewers were on average more engaged than their
desktop counterparts.

Viewer Engagement: Desktop vs. Mobile Q3, 2011
80%
Desktop
Mobile
60%
% of audience

40%

20%

0%
Watched 1/4 Watched 3/4




#"5.*#%

Tablet viewers on average watch longer than viewers on desktops or mobile devices.
For each minute watched on a desktop, tablets recorded 1:17 in played content—
28 percent longer than the desktop average. Video completion rates for tablets were
consistently more than double the completion rates for desktops and around 30
percent higher than for mobile devices.

Viewer Engagement: Desktop, Mobile & Tablet Q3, 2011
80%
Desktop
Mobile
Tablet
60%
% of audience

40%

20%

0%




<&%$=>?$"@ABC<A
7%
Together, iOS and Android devices
account for more than 90 percent
of the video hours played on tablets 21.2% % of total displays, Q3, 2011
and mobile devices across Ooyala’s
database. iPads were responsible for iPhone
the vast majority of video played on
Android mobile
a tablet in Q3, accounting for 99.4
Mobile: Other
percent of displays, 97.7 percent of 71.8%
total plays and 95.7 percent of total
hours streamed.

That noted, in Q3 the average
conversion rate for Android mobile
devices (45 percent) was considerably
higher than that of iPhones (22
percent). The average conversion 7%
rate for videos on Android tablets
(47 percent) was likewise higher than
the comparable ﬁgure for iPads (13
% of total plays, Q3, 2011
percent).
36.8% iPhone

56.2% Android mobile

Mobile: Other


6.5%

% of total hours played, Q3, 2011
44.4%
iPhone

Android mobile

49.1% Mobile: Other




Conversion rates were higher for Viewer Engagement on Tablets: iPad vs. Android Q3, 2011
Android, but viewer engagement 100%
rates were higher on iPads. About Android Tablet
48 percent of iPad viewers watched iPad
three-quarters of their video in Q3, 75%
while 41 percent of Android viewers

% of audience
did so. Viewers completed videos at
a rate of 38 percent on iPad and 36 50%
percent on Android tablets.
Note that these viewer engagement
25%
trends on iOS and Android devices
may vary depending on industry
vertical. (See the Industry Verticals
0%
section below.) Watched 1/4 Watched half Watched 3/4 Completed video


)&11*)#*!$#3$!*3/)*%$"1!$7",*$)&1%&.*%
Connected TV devices and game consoles account for a small share of the plays in Ooyala’s database, but
the third quarter saw remarkable growth in the amount of video played on these devices. In three out of
the four industry verticals, video played on connected TV devices and game consoles grew more than 200
percent over the second quarter. Moreover, compared to desktops, they had higher viewer-engagement rates
than desktops.

Viewer Engagement: Desktop vs. Connected TV Devices
and Game Consoles Q3, 2011
80%

Desktop

and Game Consoles
60%
% of audience

40%

20%

0%




INDUSTRY VERTICALS
Ooyala’s customers fall into four broad industry verticals: TV, print, online media and
consumer brands.
• The (&2&,-.-$%",&3(-'/2 includes companies involved in the creation, distribution or
curation of content for ﬁlm and television. Sub-verticals include studios, broadcasters,
networks, and cable and satellite operators.
• The :3-%(",&3(-'/2 includes media companies that are historically focused on the creation
of print content, but which now use video as a complement to their content offerings.
• The online media vertical features media companies founded explicitly as Web properties.
• The '$%.;1&3"93/%).",&3(-'/2 refers to any and all companies that use video to promote
their brand, products or services.

% of Total Time Watched, by Vertical, Q3, 2011

6.6%
5.1%

42.1% TV
Online Media
Print
Consumer Brands

46.1%


KEY TAKEAWAYS

Viewers watched For the print vertical, Online media For the consumer
more long-form TV viewer engagement companies exhibited brands vertical, viewers
content on tablets and rates were nearly the lowest viewer were the least engaged
connected TV devices identical for Android engagement rates on when watching on
and game consoles tablets and iPads. desktops of all the four mobile devices.
relative to desktops. industry verticals.

INDUSTRY VERTICALS

Video plays by mobile, Q3, 2011
100%
Consumer Brands

Online Media

Print
75%
% of total plays

TV

50%

25%

0%
< 1 min 1-3 min 3-6 min 6-10 min 10+ min

Video length


In Q3, the TV vertical saw a bigger share of its long-form videos watched on mobile devices
and tablets, while the print vertical had a larger portion of shorter-form content.

Video plays by tablet, Q3, 2011
100%
Consumer Brands

Online Media

Print
75%
% of total plays

TV

50%

25%

0%
< 1 min 1-3 min 3-6 min 6-10 min 10+ min

Video length


Audiences watched more shorter-form content from print media companies on their tablets.
But videos from the TV industry dominated longer-form content viewed on tablets.


INDUSTRY VERTICALS

#*.*3/%/&1 TV Vertical: Hours Played by Device Type, Q3, 2011

In Q3 non-desktop plays, mobile
devices accounted for just over half 11.7%
of all the hours of TV video content
played. Tablets had the second-
biggest share at 38 percent while
Mobile
consoles had the smallest share at
50.3% Tablet
11.7 percent.
38% and Game Consoles
In longer-form video content, viewers
exhibited a strong preference for
tablets, connected TV devices and
game consoles. Videos 10 minutes
or more in length accounted for 56
percent of the video played on tablets
and 84 percent played on connected VIDEOMIND Video Index

TV devices and game consoles. By
comparison, longer-form videos
accounted for just 28 percent of
the video played on a desktops or
laptops.

TV: Content Length & Device Type, Q3, 2011
100%
10+ min
6-10 min
3-6 min
% of total hours played

75%
1-3 min
< 1 min

50%

25%

0%
Desktop Mobile Tablet Connected TV Devices
and Game Consoles



INDUSTRY VERTICALS

TV Vertical: Viewer Engagement, Q3, 2011
100% Desktop
Mobile
Tablet
75% Connected TV Devices
and Game Consoles
% of audience

50%

25%

0%


Viewers watching TV content, regardless of length, were most engaged when viewing on tablets,
followed by connected TV devices and game consoles. They were least engaged on desktops.

TV Vertical: Viewer Engagement
on iPad vs. Android Tablet Q3, 2011
100%
Android Tablets
iPad

75%
% of audience

50%

25%

0.00%


The data suggests4 that viewers of TV content are more engaged when watching on an iPad
than on an Android tablet. For every 1 million viewers who started a video on an Android, about
360,000 completed it. For every 1 million viewers who started a video on iPad, about 470,000
completed it—a difference of 30 percent.

4 Note that, because of differences in market share, the Android tablet data sample
is considerably smaller than the iPad sample. Readers are cautioned against drawing
absolute conclusions from the Android tablet numbers.


INDUSTRY VERTICALS

-(/1# Print Vertical: Hours Played by Device, Q3, 2011

Tablet video views accounted for 0.29%
55.1 percent of hours played during
Q3, followed by mobile views at
44.7 percent. Views on connected
44.7%
TV devices and game consoles Mobile
Tablet
accounted for less than 1 percent of 55.1% Connected TV Devices
and Game Consoles
hours viewed in the print vertical.

As in the TV vertical, video
publishers in the print vertical see
high engagement levels from tablet VIDEOMIND Video Index
viewers. Unlike TV, the print vertical
reﬂects low engagement from viewers
on connected TV devices and game
Print Vertical: Viewer Engagement, Q3, 2011
consoles. Desktops and mobile
devices have similar engagement
rates. 100% Desktop
Mobile
Tablet
Interestingly—and unlike the trend Connected TV Devices
% of audience

75%
and Game Consoles
in the TV vertical—engagement on
Android tablets for print companies
is on par with engagement on iPads. 50%

Again, note that the small size of the
Android tablet data sample makes it 25%
difﬁcult to draw absolute conclusions.

0.00%


Print Vertical: Viewer Engagement
on iPad vs. Android Tablet, Q3, 2011
100%
Android Tablet

iPad

75%
% of audience

50%

25%

0%



INDUSTRY VERTICALS

&1./1*$,*!/" Online Media Vertical: Hours Played
by Device Type, Q3, 2011

Mobile devices accounted for half 4.9%
the video play hours for online media,
followed by tablets at 45.4 percent.
Connected TV devices and game
consoles made up the remaining 5 Mobile
percent of hours played. 49.7% Tablet
45.4% Connected TV Devices
and Game Consoles

Online media sees high engagement
from tablet viewers, which is
consistent with other verticals. Online
media had the lowest rates of desktop
engagement of any vertical. VIDEOMIND Video Index

Day-of-week data for the online media
vertical shows that users watch more
Online Media: Viewer Engagement, Q3, 2011
video on mobile devices, connected
TV devices and game consoles on
weekends than they do on weekdays. 100% Desktop
Mobile
Tablet
% of audience

75%
and Game Consoles

50%

25%

0%


Day of Week and Time Watched: Online Media, Q3, 2011
Desktop
Mobile
Tablet
and Game Consoles

-30% -15% 0% 15% 30%

Watched less on weekends Watched longer on weekends
(% less than average time watched/day) (% more than average watched/day)



INDUSTRY VERTICALS

)&1%',*($5("1!% Consumer Brands Vertical:
Hours Played by Device Type, Q3, 2011
For consumer brands, the majority
of non-desktop hours played were 1.09%
on tablets (53.3 percent), followed
by mobile devices (45.7 percent) and
consoles (about 1 percent).
Mobile
Interestingly, the consumer brands 45.7%
Tablet
vertical reﬂects some of the highest
viewer engagement numbers of all the 53.3% Connected TV Devices
and Game Consoles
industry segments. Relative to other
devices, viewer engagement is lowest
on mobile devices, which is unique to
consumer brands.


Consumer Brands Vertical:
Viewer Engagement by Device, Q3, 2011
100% Desktop
Mobile
Tablet
75%
and Game Consoles
% of audience

50%

25%

0%



APPENDIX
GLOSSARY
7.&%%"(2
,*#(/)%$+$!*9/1/#/&1% the ratio of plays to displays.
Conversion rate

#$1:2&(-$%"3/(& the rate at which viewers watch a speciﬁed portion of a given video. Sometimes useD
interchangeable with “play-through rate.”

D-.:2/< any time a video is loaded in a browser and displayed to the viewer.

J$9-2&")&,-'&. all smart phones, including iOS, Android, Blackberry and all others.

>2/< any time a video starts playing.

I&(8($:"9$H&. this category includes a number of devices, including Wii, Playstation, Boxee, Roku and Google TV.

Tablets all media tablets, including iOS and Android.

METRICS & DEFINITIONS

v ) an online video
p ) a publisher that owns many videos
v ! p ) a video owned by a publisher p
S ) is a set of publishers (e.g., the TV vertical)
p ! S ) p is a member of set S
"(v) ) a metric " (e.g., number of plays in Q3) evaluated over video v
P
"S = "p ) "S is the sum of "p for all publishers p in set S
p!S

r(v) = "1(v)="2(v) ) r(v) is the ratio of two metrics "1(v); "2(v)
rp; rS ) the same ratios over a single publisher p or set of publishers S
P P
rp = ( "1(v))=( "2(v))
v!p v!p

PP PP
rS = ( "1(v))=( "2(v))
p!S v!p p!S v!p

P P
#p = ( #(v) ! w(v))=( w(v)) ) a weighted sum.
v!p v!p

For instance, the average length of a video played weighted by the number of plays for each
video, #(v) would be the length of video, and the weight w(v) is the number of plays. Since #p is
a ratio, it would also be possible to determine #S for a set of publishers using the rule above.

Examples
Engagement is a ratio r(v) = "1(v)="2(v) where "1 is the number of times the video was
watched some percentage of the way through (25, 50, 75, 100) and "2 is the number of times it
was played.

Some metrics are more complex. For instance, " may be the number of times a video that was
of length greater than 10 minutes was watched on a tablet device. Only videos that are longer 10
minutes contribute to this total.


CAVEATS, DISCLAIMERS, & ASSUMPTIONS

Data are not aggregated across all videos or providers for vertical data, and only publishers with a meaningful amount
of videos watched are included. Some publishers do not fall into any of our four verticals, however these publishers
are included in global statistics. Publishers with incomplete data across the third quarter (for instance newly added
publishers) have been excluded.

When selecting items for inclusion in the report, Ooyala’s data science team selected metrics that were clear and
meaningful. Because granular measures were broken down along many categories, a large amount of data resulted.
Rather than reporting all of this data, the Ooyala team chose to highlight those measures that give a good impression for
the data set as a whole.

Consider viewer engagement, which can be measured in many ways. First, one could measure consider the rate
at which a displayed video starts playing (conversion rate). Next, one could look at the chance a video was played
25 percent of the way through. Video completion rates of 75 and 100 percent might also provide useful insights. By
including granular results, the report offers display information that is easy to understand.

Alternatively, it would have been possible to construct just a single measure of engagement out of all the ones
mentioned above: e.g., conversion rate x video completion rate. This would have given a simpler result that could be
displayed in a single graph at the cost of being more convoluted.

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Ooyala video-index-report-Q3-2011

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Ooyala video-index-report-Q3-2011