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Dubit	

Dubit work with children's entertainment brands to
research, build, and market new products. 	


The wonderful world of	

David Kleeman	

Pete Robinson	

	


                                              A dubit presentation - www.dubitlimited.com
Clients	





             A dubit presentation - www.dubitlimited.com
Research	

                      Digital	

         Marketing	

• NPD	

                       • Game Design	

      • Game Seeding	

• Prototyping	

               • Virtual Worlds	

   • Beta Testing	

• Market Sizing	

             • Mini-Games	

       • Media Planning 	

• Segmentation & Typology	

   • iOS Apps	

         • Facebook & Social	

• Campaign Tracking	

         • Social Games	

     • YouTube	

• Analytics	

                 • Virtual Goods	

    • Evaluation	





                                                      A dubit presentation - www.dubitlimited.com
Consumption	

   Tube-ology	

   Behaviour	

        and what this
                                                        means	





                                                A dubit presentation - www.dubitlimited.com
The adoption curve	





                Insight             Validation                     Insight
Frequency




               happens              happens                       happens
                 here                 here.                         here




            Haters                                                    Lovers

                                                 A dubit presentation - www.dubitlimited.com
The adoption curve	




                                                           Innovators	





                Insight             Validation                     Insight
Frequency




               happens              happens                       happens
                 here                 here.                         here




            Haters                                                    Lovers

                                                 A dubit presentation - www.dubitlimited.com
Innovators and me	





                Insight            Validation                     Insight
Frequency




               happens             happens                       happens
                 here                here.                         here




            Haters                                                   Lovers

                                                A dubit presentation - www.dubitlimited.com
Consumption	

   Tube-ology	

   Creation	

        and what this
                                                       means	





                                               A dubit presentation - www.dubitlimited.com
Internet usage	




       80%	

        70%	

        60%	

        50%	

         40%	

         30%	

          20%	

          10%	

            0%	

                       Gaming	

                                       Watch videos	

                                                             Music	

                                                                          Watch live TV	

                                                                                             Chat to friends	

                                                                                                                      Social
                                                                                                                  networking sites	

   Skype	

                                                                                                                                                              Blogs	

                    6-8 years old	

     9-10 years old	

     11-12 years old	





Q2. When using the internet how often do you? (USA & Canada 1,500 6-12s)	

                                                                                                                                                   A dubit presentation - www.dubitlimited.com
YouTube , it’s a big deal	




            90%	


             80%	


             70%	


             60%	


              50%	


              40%	


              30%	


               20%	


               10%	


                 0%	

                     6-8	


                                                                             9-10	



                                                                                           11-12	

                                                                                       A dubit presentation - www.dubitlimited.com
Do you watch video on any of these websites? (USA & Canada 1,500 6-12s)
Video consumption	


                           Aged 6-8	

                                             Aged 9-10	

                            Aged 11-12	

                Total consumption per week:                              Total consumption per week:               Total consumption per week:
                        12hrs, 37 mins	

                                        14hrs, 2 mins	

                          16hrs, 15 mins	




                                      8%
                   44%                                                                    7%                                          11%
                                          10%                          46%
                                                                                             10%                  40%                       9%
                                         20%
                          8% 8%1%
                                                                                             16%                                            14%
                                                                                  9% 10%
                                                                                     2%


                                                                                                                           9%    3%   14%



     Normal TV	

          TV on Demand	

             Recorded TV	

             DVD/video	

     Videos on computer	

      Videos on another gadget	


Q1.How much time do you spend watching each week? (USA & Canada 1,500 6-12s)	

                                                                                                                   A dubit presentation - www.dubitlimited.com
Video consumption	


       Aged 6-8	

                   Aged 9-10	

                  Aged 11-12	

Total consumption per week:   Total consumption per week:   Total consumption per week:
        12hrs, 37 mins	

             14hrs, 2 mins	

              16hrs, 15 mins	




                  8%
 44%                                        7%                                 11%
                      10%     46%
                                               10%          40%                      9%
                      20%
       8%   1%
                                              16%                                    14%
                 8%                 9% 10%
                                       2%


                                                                   9%     3%   14%
1 hour of online video	





                                                            A dubit presentation - www.dubitlimited.com
Video consumption	


       Aged 6-8	

                   Aged 9-10	

                   Aged 11-12	

Total consumption per week:    Total consumption per week:   Total consumption per week:
        12hrs, 37 mins	

              14hrs, 2 mins	

              16hrs, 15 mins	




                  8%
 44%                                           7%                               11%
                      10%     46%
                                                10%          40%                      9%
                      20%
       8%   1%
                                                16%                                   14%
                 8%                 9%   2%




                                              10%
                                                                    9%     3%   14%
1 hour of online video	

                               1 hour, 36 mins of
                                  online video	



                                                             A dubit presentation - www.dubitlimited.com
Video consumption	


       Aged 6-8	

                   Aged 9-10	

                   Aged 11-12	

Total consumption per week:    Total consumption per week:   Total consumption per week:
        12hrs, 37 mins	

              14hrs, 2 mins	

              16hrs, 15 mins	




                  8%
 44%                                           7%                               11%
                      10%     46%
                                                10%          40%                      9%
                      20%
       8%   1%
                                                16%                                   14%
                 8%                 9%   2%




                                              10%                   9%     3%


                                                                                 14%
1 hour of online video	

                               1 hour, 36 mins of
                                  online video	

               2 hours, 33 mins of
                                                                   online video	


                                                             A dubit presentation - www.dubitlimited.com
Time spent on YouTube	





         Average time spent on
          YouTube each week	

                                                            Aged 6-8	

                            Aged 9-10	

                       11-12
                                                       1 hour 6 minutes	

                      1 hour 34 minutes	

         2 hours 34 minutes	





Q11. How much time do you spend watching videos on YouTube each week? (US and Canada 1500)	

                                                                                                                       A dubit presentation - www.dubitlimited.com
Time spent on YouTube	





                                                        Boy
                                             1 hour 51 minutes	

                               1 hour 44 minutes	

                                                           	


                                                        Girl	

                                             1 hour 31 minutes	

                               1 hour 36 minutes	

                                                           	





Q11. How much time do you spend watching videos on YouTube each week? (US and Canada 1500)	

                                                                                                  A dubit presentation - www.dubitlimited.com
Bieber fever	





                  A dubit presentation - www.dubitlimited.com
The next Justin Bieber?	





                             Please click here:	

           http://www.youtube.com/watch?v=uU6U-8LP1DY
Online competes with offline	





                The big competitor in the UK for
                us is Sky Movies and Sky Atlantic,”	

                       Reed Hastings, Netflix	





                                                   A dubit presentation - www.dubitlimited.com
Consumption	

   Tube-ology	

   Creation	

        and what this
                                                       means	





                                               A dubit presentation - www.dubitlimited.com
Online video Vs. traditional TV	


                 Diversity / Choice

          Chained content allows journeys


                  Ratings / Social

              Niche / personal interest


                  Repeat / Revisit


           Amateur / Homemade content


           Audience can also be producers


                    Instant / Easy

                                            A dubit presentation - www.dubitlimited.com
Online video Vs. traditional TV	


                 Diversity / Choice

          Chained content allows journeys
                                            “Videos and music that you can't
                  Ratings / Social                find other places…”	

              Niche / personal interest


                  Repeat / Revisit


           Amateur / Homemade content


           Audience can also be producers


                    Instant / Easy

                                                        A dubit presentation - www.dubitlimited.com
Online video Vs. traditional TV	


                 Diversity / Choice

          Chained content allows journeys
                                            “Videos and music that you can't
                  Ratings / Social           find other places… and it is an
              Niche / personal interest      easy source to find things from
                                                that you are looking for”	

                  Repeat / Revisit


           Amateur / Homemade content


           Audience can also be producers


                    Instant / Easy

                                                        A dubit presentation - www.dubitlimited.com
Online video Vs. traditional TV	


                 Diversity / Choice

          Chained content allows journeys


                  Ratings / Social
                                             “I sent my Mom a link to a
              Niche / personal interest      Phineas  Ferb cartoon clip,
                                            send my Nana funny animals
                  Repeat / Revisit
                                                    stuff I've seen”	

           Amateur / Homemade content


           Audience can also be producers


                    Instant / Easy

                                                     A dubit presentation - www.dubitlimited.com
User typologies	


                                  Boys	





6 Years	

                                                          18 Years	





                                  Girls	


                                             A dubit presentation - www.dubitlimited.com
User typologies	





            Explorers: confident    Boys
            and curious children




  6 yrs                                          18 yrs




                                   Girls



                                           A dubit presentation - www.dubitlimited.com
User typologies	





                 Explorers: confident    Boys
                 and curious children




  6 yrs                                               18 yrs




 Nurturers: Interested in
    pets and family	

                                        Girls



                                                A dubit presentation - www.dubitlimited.com
User typologies	





                 Explorers: confident    Boys
                 and curious children

                                                  Social: Interested in
                                                  sharing experiences

  6 yrs                                               18 yrs




 Nurturers: Interested in
    pets and family	

                                        Girls



                                                A dubit presentation - www.dubitlimited.com
User typologies	




                                                 Self-Stampers: Identity-
                 Explorers: confident            driven show-offs wanting
                                        Boys    to make their mark in the
                 and curious children
                                                          world
                                                                   Social: Interested in
                                                                   sharing experiences

  6 yrs                                                                18 yrs




 Nurturers: Interested in
    pets and family	

                                        Girls



                                                                 A dubit presentation - www.dubitlimited.com
User typologies	




                                                 Self-Stampers: Identity-
                 Explorers: confident            driven show-offs wanting
                                        Boys    to make their mark in the
                 and curious children
                                                          world
                                                                   Social: Interested in
                                                                   sharing experiences

  6 yrs                                                                18 yrs



                                                   Oracles: These types are
  Nurturers: Interested
                                                     interested in helping
    in pets, families
                                        Girls       others by sharing their
                                                          knowledge



                                                                 A dubit presentation - www.dubitlimited.com
Translating archetypes to YouTube	





                    Insight            Validation                     Insight
    Frequency




                   happens             happens                       happens
                     here                here.                         here




                Haters                                                   Lovers

                                                    A dubit presentation - www.dubitlimited.com
and the top videos are…	





                             A dubit presentation - www.dubitlimited.com
Monkey on a pig	





                      Please click here:	

        http://www.youtube.com/watch?v=5_sfnQDr1-o
Talking twin babies	





                         Please click here:	

         http://www.youtube.com/watch?v=_JmA2ClUvUY
Stop-motion animation	





                           Please click here:	

            http://www.youtube.com/watch?v=ijpH6an-JIQ
Game advice videos	





                        Please click here:	

          http://www.youtube.com/watch?v=lc42-LvvwbY
Video Typology	

       	


                     Humour / Entertaining




                                                     User generated content
      Professional




                     Reference/ Information
                                              A dubit presentation - www.dubitlimited.com
Video Typology	

                         	

           Humour/Entertaining	





                                                                                                          User Generated 	

Professional	

     	





                                      Reference/Information	

   A dubit presentation - www.dubitlimited.com
Video Typology	

                                     Hot spots – most popular/ shared	



                         	

           Humour/Entertaining	





                                                                                                              User Generated 	

Professional	

     	





                                      Reference/Information	

   A dubit presentation - www.dubitlimited.com
Player archetypes	





                       A dubit presentation - www.dubitlimited.com
Creating video	


                          100%	

                                                 US Video creation curve	


                                                 Canada Video creation curve	

                           80%	

 % of videos created	





                           60%	




                           40%	




                           20%	



                                         Non-creators	

                      Low	

   Medium	

       High	

                            0%	

                                 0%	

       20%	

          40%	

          60%	

      80%	

            100%	

                                                                  % of kids	

                                                                                                   A dubit presentation - www.dubitlimited.com
Uploading video	


                            100%	

                                             US Video uploader curve	


                                             Canada Video uploader curve	

                             80%	

  % of videos uploaded	





                             60%	




                             40%	




                             20%	



                                             Non-uploaders	

                         Low	

   Medium	

   High	

                              0%	

                                   0%	

   20%	

         40%	

       60%	

              80%	

            100%	

                                                     % of kids who record videos	

                                                                                                    A dubit presentation - www.dubitlimited.com
Types of content recorded	


                                             6-8 years old	

   9-10 years old	

       11-12 years old	



 80%	


  70%	


  60%	


   50%	


   40%	


   30%	


    20%	


    10%	


      0%	

               Family 	

                               Yourself	

                                                   Pet	

                                                                Stunts	

                                                                                    Friends	

                                                                                                     Hobbies 	

                                                                                                                   A story	

                                                                                                                                    Games	

                                                                                                                                                    VW's	

                                                                                                                                A dubit presentation - www.dubitlimited.com
What things have you recorded? (US and Canada 1500)
Motivations for uploading	


60%	



50%	



 40%	



 30%	



  20%	



   10%	



     0%	

             Share with friends 	

                                             It is fun	

                                                               The videos are funny	

                                                                                         I feel proud	

                                                                                                           Something to do	

               6-8 years old	

       9-10 years old	

     11-12 years old	

                                                                                                                                       To showcase me	



                                                                                                                                A dubit presentation - www.dubitlimited.com
Why do you upload videos to the web? (US and Canada 1500)
The essence of a good video	



                Content              Personality

          Funny, Entertaining    Random, Unexpected

            Original / niche          Genuine

                Helpful                Social

             Celebrity / IP          Searchable

                 Cute                Shareable

                                             A dubit presentation - www.dubitlimited.com
Consumption	

   Tube-ology	

   Behaviour	

        and what this
                                                        means	





                                                A dubit presentation - www.dubitlimited.com
Consumption	

   Tube-ology	

   Behaviour	

        and what this
                                                        means	





                                                A dubit presentation - www.dubitlimited.com
What sort of kids are there	





                   Explorers: confident    Boys
                   and curious children




         6 yrs                                          18 yrs




                                          Girls



                                                  A dubit presentation - www.dubitlimited.com
Hearing about videos	




70%	


60%	


 50%	


 40%	


  30%	


  20%	


   10%	


     0%	

                  Myself	

                               Family	

                                                  F2F	

                                                                 YouTube	

                                                                              TV	

                                                                                      Friends online	

                                                                                                          Search-engine	

           6-8 years old	

   9-10 years old	

       11-12 years old	

                                                     Links on sites	

                                                                                                                                                 Other	




                                                                                                                             A dubit presentation - www.dubitlimited.com
How do you usually find new videos to watch online (US and Canada 1500)
Hearing about videos - friends	




70%	


60%	


 50%	


 40%	


  30%	


  20%	


   10%	


     0%	

                  Myself	

                               Family	

                                                  F2F	

                                                                 YouTube	

                                                                              TV	

                                                                                      Friends online	

                                                                                                          Search-engine	

           6-8 years old	

   9-10 years old	

       11-12 years old	

                                                     Links on sites	

                                                                                                                                                 Other	




                                                                                                                             A dubit presentation - www.dubitlimited.com
How do you usually find new videos to watch online (US and Canada 1500)
How should you describe your video	


      60%	



       50%	



        40%	



        30%	



         20%	



          10%	



            0%	


                    Tell them what to search for via
                               YouTube	

            Describe what happened and
                                                            let them find it 	

                                                                                     Tell them the character or
                                                                                            show it is from 	

                                                                                                                  Tell them exactly where the
                                                                                                                            video is	

                                                                                                                                                Tell them what to search for via
                                                                                                                                                           Google 	

                  6-8 years old	

      9-10 years old	

       11-12 years old	


                                                                                                                                                A dubit presentation - www.dubitlimited.com
 How do you describe a YouTube video to friends F2F that you think they should watch? (US and Canada 1500)
Hearing about videos - TV	




70%	


60%	


 50%	


 40%	


  30%	


  20%	


   10%	


     0%	

                  Myself	

                               Family	

                                                  F2F	

                                                                 YouTube	

                                                                              TV	

                                                                                      Friends online	

                                                                                                          Search-engine	

           6-8 years old	

   9-10 years old	

       11-12 years old	

                                                     Links on sites	

                                                                                                                                                 Other	




                                                                                                                             A dubit presentation - www.dubitlimited.com
How do you usually find new videos to watch online (US and Canada 1500)
Sharing a video	


     80%	


      70%	


      60%	


       50%	


       40%	


        30%	


        20%	


         10%	


           0%	


                     Told friends about it F2F the
                               next day	

                                                     Told friends about it F2F more
                                                              than a day late	

                                                                                      Told friends / posted a link the
                                                                                                 next day	

                                                                                                                           Told friends / posted a link
                                                                                                                         about it, more than a day later	

        None of these	


                 6-8 years old	

        9-10 years old	

         11-12 years old	


                                                                                                                                                              A dubit presentation - www.dubitlimited.com
Have you ever seen a TV show on TV and done any of the following? (US and Canada 1500)
Searching for videos	

                                                        V sh ows	

                                                                       11% T

                   62% s                                                          7% m
                                 earch                                                   ovies
                                         	

                                                   	





                                               20% popular v
                                                            ideos	





                                                                                               15% Recom
                                                                                                        mended for
          16%                                                                                                                 you	

                categ
                     or   y	




                                                                                         A dubit presentation - www.dubitlimited.com
Choosing videos	


                                 37% Match
                                             es my searc
                                                         h    key words	





                                                    27% The to
                                                                     pic	


                                                    20% The Vi
                                                                    deo descrip
                                                                               tion	

                                 18% Top of
                                              the search
                                                         list	

                                                    13% Video
                                                                     with most v
                                                                                iews	

           18% Best p                            10% Video
                     icture	

                                     with most s
                                                                                 tar s	

                                                                         A dubit presentation - www.dubitlimited.com
Consumption	

   Tube-ology	

   Behaviour	

        and what this
                                                        means	





                                                A dubit presentation - www.dubitlimited.com
Consumption	

   Tube-ology	

   Behaviour	

        and what this
                                                        means	





                                                A dubit presentation - www.dubitlimited.com
YouTube – the gateway	


 30%	



 25%	



  20%	



   15%	



   10%	



     5%	



      0%	

               Seen a movie trailer
              then gone to see the Visited another website
                      film	

           to find out more	

  Seen a music video and
                                                           downloaded the album	

   Seen a clip for a game
                                                                                      and then bought it	

   Seen a clip for a virtual
                                                                                                               world then played it 	

   Watched a TV show you
                                                                                                                                             heard of first on     Bought a toy that you
                                                                                                                                                YouTube 	

         saw on YouTube	

              6-8 years old	

       9-10 years old	

        11-12 years old	



                                                                                                                                                     A dubit presentation - www.dubitlimited.com
Have you ever watched anything on YouTube and then done any of the following? (US and Canada 1500)
Changing YouTube	





                                                                                                                                              17%	



        31% noticed the change to YouTube	

                                                                                                  23%	




                                                                                                                                               47%	



                                                                                                                                               2%	

                                                                                                                                               11%	





                                                                                                    New layout is a lot better	

                       The new layout is a bit better	

                                                                                                    It makes no difference	

                           Old layout is a bit better	

     69% did not notice the change to YouTube	


Did you notice the YouTube layout changed at the end of the year? Do you think the new YouTube layout is better or worse? (US and Canada 1500)
Future design features
QA	

	

peter.robinson@dubitlimited.com	

	

dkleeman@atgonline.org	

“Children and Media Professionals
Group” on Facebook

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The Wonderful World of YouTube - Dubit at iKids

  • 1. Dubit Dubit work with children's entertainment brands to research, build, and market new products.  The wonderful world of David Kleeman Pete Robinson A dubit presentation - www.dubitlimited.com
  • 2. Clients A dubit presentation - www.dubitlimited.com
  • 3. Research Digital Marketing • NPD • Game Design • Game Seeding • Prototyping • Virtual Worlds • Beta Testing • Market Sizing • Mini-Games • Media Planning • Segmentation & Typology • iOS Apps • Facebook & Social • Campaign Tracking • Social Games • YouTube • Analytics • Virtual Goods • Evaluation A dubit presentation - www.dubitlimited.com
  • 4. Consumption Tube-ology Behaviour and what this means A dubit presentation - www.dubitlimited.com
  • 5. The adoption curve Insight Validation Insight Frequency happens happens happens here here. here Haters Lovers A dubit presentation - www.dubitlimited.com
  • 6. The adoption curve Innovators Insight Validation Insight Frequency happens happens happens here here. here Haters Lovers A dubit presentation - www.dubitlimited.com
  • 7. Innovators and me Insight Validation Insight Frequency happens happens happens here here. here Haters Lovers A dubit presentation - www.dubitlimited.com
  • 8. Consumption Tube-ology Creation and what this means A dubit presentation - www.dubitlimited.com
  • 9. Internet usage 80% 70% 60% 50% 40% 30% 20% 10% 0% Gaming Watch videos Music Watch live TV Chat to friends Social networking sites Skype Blogs 6-8 years old 9-10 years old 11-12 years old Q2. When using the internet how often do you? (USA & Canada 1,500 6-12s) A dubit presentation - www.dubitlimited.com
  • 10. YouTube , it’s a big deal 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6-8 9-10 11-12 A dubit presentation - www.dubitlimited.com Do you watch video on any of these websites? (USA & Canada 1,500 6-12s)
  • 11. Video consumption Aged 6-8 Aged 9-10 Aged 11-12 Total consumption per week: Total consumption per week: Total consumption per week: 12hrs, 37 mins 14hrs, 2 mins 16hrs, 15 mins 8% 44% 7% 11% 10% 46% 10% 40% 9% 20% 8% 8%1% 16% 14% 9% 10% 2% 9% 3% 14% Normal TV TV on Demand Recorded TV DVD/video Videos on computer Videos on another gadget Q1.How much time do you spend watching each week? (USA & Canada 1,500 6-12s) A dubit presentation - www.dubitlimited.com
  • 12. Video consumption Aged 6-8 Aged 9-10 Aged 11-12 Total consumption per week: Total consumption per week: Total consumption per week: 12hrs, 37 mins 14hrs, 2 mins 16hrs, 15 mins 8% 44% 7% 11% 10% 46% 10% 40% 9% 20% 8% 1% 16% 14% 8% 9% 10% 2% 9% 3% 14% 1 hour of online video A dubit presentation - www.dubitlimited.com
  • 13. Video consumption Aged 6-8 Aged 9-10 Aged 11-12 Total consumption per week: Total consumption per week: Total consumption per week: 12hrs, 37 mins 14hrs, 2 mins 16hrs, 15 mins 8% 44% 7% 11% 10% 46% 10% 40% 9% 20% 8% 1% 16% 14% 8% 9% 2% 10% 9% 3% 14% 1 hour of online video 1 hour, 36 mins of online video A dubit presentation - www.dubitlimited.com
  • 14. Video consumption Aged 6-8 Aged 9-10 Aged 11-12 Total consumption per week: Total consumption per week: Total consumption per week: 12hrs, 37 mins 14hrs, 2 mins 16hrs, 15 mins 8% 44% 7% 11% 10% 46% 10% 40% 9% 20% 8% 1% 16% 14% 8% 9% 2% 10% 9% 3% 14% 1 hour of online video 1 hour, 36 mins of online video 2 hours, 33 mins of online video A dubit presentation - www.dubitlimited.com
  • 15. Time spent on YouTube Average time spent on YouTube each week Aged 6-8 Aged 9-10 11-12 1 hour 6 minutes 1 hour 34 minutes 2 hours 34 minutes Q11. How much time do you spend watching videos on YouTube each week? (US and Canada 1500) A dubit presentation - www.dubitlimited.com
  • 16. Time spent on YouTube Boy 1 hour 51 minutes 1 hour 44 minutes Girl 1 hour 31 minutes 1 hour 36 minutes Q11. How much time do you spend watching videos on YouTube each week? (US and Canada 1500) A dubit presentation - www.dubitlimited.com
  • 17. Bieber fever A dubit presentation - www.dubitlimited.com
  • 18. The next Justin Bieber? Please click here: http://www.youtube.com/watch?v=uU6U-8LP1DY
  • 19. Online competes with offline The big competitor in the UK for us is Sky Movies and Sky Atlantic,” Reed Hastings, Netflix A dubit presentation - www.dubitlimited.com
  • 20. Consumption Tube-ology Creation and what this means A dubit presentation - www.dubitlimited.com
  • 21. Online video Vs. traditional TV Diversity / Choice Chained content allows journeys Ratings / Social Niche / personal interest Repeat / Revisit Amateur / Homemade content Audience can also be producers Instant / Easy A dubit presentation - www.dubitlimited.com
  • 22. Online video Vs. traditional TV Diversity / Choice Chained content allows journeys “Videos and music that you can't Ratings / Social find other places…” Niche / personal interest Repeat / Revisit Amateur / Homemade content Audience can also be producers Instant / Easy A dubit presentation - www.dubitlimited.com
  • 23. Online video Vs. traditional TV Diversity / Choice Chained content allows journeys “Videos and music that you can't Ratings / Social find other places… and it is an Niche / personal interest easy source to find things from that you are looking for” Repeat / Revisit Amateur / Homemade content Audience can also be producers Instant / Easy A dubit presentation - www.dubitlimited.com
  • 24. Online video Vs. traditional TV Diversity / Choice Chained content allows journeys Ratings / Social “I sent my Mom a link to a Niche / personal interest Phineas Ferb cartoon clip, send my Nana funny animals Repeat / Revisit stuff I've seen” Amateur / Homemade content Audience can also be producers Instant / Easy A dubit presentation - www.dubitlimited.com
  • 25. User typologies Boys 6 Years 18 Years Girls A dubit presentation - www.dubitlimited.com
  • 26. User typologies Explorers: confident Boys and curious children 6 yrs 18 yrs Girls A dubit presentation - www.dubitlimited.com
  • 27. User typologies Explorers: confident Boys and curious children 6 yrs 18 yrs Nurturers: Interested in pets and family Girls A dubit presentation - www.dubitlimited.com
  • 28. User typologies Explorers: confident Boys and curious children Social: Interested in sharing experiences 6 yrs 18 yrs Nurturers: Interested in pets and family Girls A dubit presentation - www.dubitlimited.com
  • 29. User typologies Self-Stampers: Identity- Explorers: confident driven show-offs wanting Boys to make their mark in the and curious children world Social: Interested in sharing experiences 6 yrs 18 yrs Nurturers: Interested in pets and family Girls A dubit presentation - www.dubitlimited.com
  • 30. User typologies Self-Stampers: Identity- Explorers: confident driven show-offs wanting Boys to make their mark in the and curious children world Social: Interested in sharing experiences 6 yrs 18 yrs Oracles: These types are Nurturers: Interested interested in helping in pets, families Girls others by sharing their knowledge A dubit presentation - www.dubitlimited.com
  • 31. Translating archetypes to YouTube Insight Validation Insight Frequency happens happens happens here here. here Haters Lovers A dubit presentation - www.dubitlimited.com
  • 32. and the top videos are… A dubit presentation - www.dubitlimited.com
  • 33. Monkey on a pig Please click here: http://www.youtube.com/watch?v=5_sfnQDr1-o
  • 34. Talking twin babies Please click here: http://www.youtube.com/watch?v=_JmA2ClUvUY
  • 35. Stop-motion animation Please click here: http://www.youtube.com/watch?v=ijpH6an-JIQ
  • 36. Game advice videos Please click here: http://www.youtube.com/watch?v=lc42-LvvwbY
  • 37. Video Typology Humour / Entertaining User generated content Professional Reference/ Information A dubit presentation - www.dubitlimited.com
  • 38. Video Typology Humour/Entertaining User Generated Professional Reference/Information A dubit presentation - www.dubitlimited.com
  • 39. Video Typology Hot spots – most popular/ shared Humour/Entertaining User Generated Professional Reference/Information A dubit presentation - www.dubitlimited.com
  • 40. Player archetypes A dubit presentation - www.dubitlimited.com
  • 41. Creating video 100% US Video creation curve Canada Video creation curve 80% % of videos created 60% 40% 20% Non-creators Low Medium High 0% 0% 20% 40% 60% 80% 100% % of kids A dubit presentation - www.dubitlimited.com
  • 42. Uploading video 100% US Video uploader curve Canada Video uploader curve 80% % of videos uploaded 60% 40% 20% Non-uploaders Low Medium High 0% 0% 20% 40% 60% 80% 100% % of kids who record videos A dubit presentation - www.dubitlimited.com
  • 43. Types of content recorded 6-8 years old 9-10 years old 11-12 years old 80% 70% 60% 50% 40% 30% 20% 10% 0% Family Yourself Pet Stunts Friends Hobbies A story Games VW's A dubit presentation - www.dubitlimited.com What things have you recorded? (US and Canada 1500)
  • 44. Motivations for uploading 60% 50% 40% 30% 20% 10% 0% Share with friends It is fun The videos are funny I feel proud Something to do 6-8 years old 9-10 years old 11-12 years old To showcase me A dubit presentation - www.dubitlimited.com Why do you upload videos to the web? (US and Canada 1500)
  • 45. The essence of a good video Content Personality Funny, Entertaining Random, Unexpected Original / niche Genuine Helpful Social Celebrity / IP Searchable Cute Shareable A dubit presentation - www.dubitlimited.com
  • 46. Consumption Tube-ology Behaviour and what this means A dubit presentation - www.dubitlimited.com
  • 47. Consumption Tube-ology Behaviour and what this means A dubit presentation - www.dubitlimited.com
  • 48. What sort of kids are there Explorers: confident Boys and curious children 6 yrs 18 yrs Girls A dubit presentation - www.dubitlimited.com
  • 49. Hearing about videos 70% 60% 50% 40% 30% 20% 10% 0% Myself Family F2F YouTube TV Friends online Search-engine 6-8 years old 9-10 years old 11-12 years old Links on sites Other A dubit presentation - www.dubitlimited.com How do you usually find new videos to watch online (US and Canada 1500)
  • 50. Hearing about videos - friends 70% 60% 50% 40% 30% 20% 10% 0% Myself Family F2F YouTube TV Friends online Search-engine 6-8 years old 9-10 years old 11-12 years old Links on sites Other A dubit presentation - www.dubitlimited.com How do you usually find new videos to watch online (US and Canada 1500)
  • 51. How should you describe your video 60% 50% 40% 30% 20% 10% 0% Tell them what to search for via YouTube Describe what happened and let them find it Tell them the character or show it is from Tell them exactly where the video is Tell them what to search for via Google 6-8 years old 9-10 years old 11-12 years old A dubit presentation - www.dubitlimited.com How do you describe a YouTube video to friends F2F that you think they should watch? (US and Canada 1500)
  • 52. Hearing about videos - TV 70% 60% 50% 40% 30% 20% 10% 0% Myself Family F2F YouTube TV Friends online Search-engine 6-8 years old 9-10 years old 11-12 years old Links on sites Other A dubit presentation - www.dubitlimited.com How do you usually find new videos to watch online (US and Canada 1500)
  • 53. Sharing a video 80% 70% 60% 50% 40% 30% 20% 10% 0% Told friends about it F2F the next day Told friends about it F2F more than a day late Told friends / posted a link the next day Told friends / posted a link about it, more than a day later None of these 6-8 years old 9-10 years old 11-12 years old A dubit presentation - www.dubitlimited.com Have you ever seen a TV show on TV and done any of the following? (US and Canada 1500)
  • 54. Searching for videos V sh ows 11% T 62% s 7% m earch ovies 20% popular v ideos 15% Recom mended for 16% you categ or y A dubit presentation - www.dubitlimited.com
  • 55. Choosing videos 37% Match es my searc h key words 27% The to pic 20% The Vi deo descrip tion 18% Top of the search list 13% Video with most v iews 18% Best p 10% Video icture with most s tar s A dubit presentation - www.dubitlimited.com
  • 56. Consumption Tube-ology Behaviour and what this means A dubit presentation - www.dubitlimited.com
  • 57. Consumption Tube-ology Behaviour and what this means A dubit presentation - www.dubitlimited.com
  • 58. YouTube – the gateway 30% 25% 20% 15% 10% 5% 0% Seen a movie trailer then gone to see the Visited another website film to find out more Seen a music video and downloaded the album Seen a clip for a game and then bought it Seen a clip for a virtual world then played it Watched a TV show you heard of first on Bought a toy that you YouTube saw on YouTube 6-8 years old 9-10 years old 11-12 years old A dubit presentation - www.dubitlimited.com Have you ever watched anything on YouTube and then done any of the following? (US and Canada 1500)
  • 59. Changing YouTube 17% 31% noticed the change to YouTube 23% 47% 2% 11% New layout is a lot better The new layout is a bit better It makes no difference Old layout is a bit better 69% did not notice the change to YouTube Did you notice the YouTube layout changed at the end of the year? Do you think the new YouTube layout is better or worse? (US and Canada 1500)