the wonderful world of youtube - dubit at ikids

A dubit presentation - www.dubitlimited.com

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

The wonderful world of David Kleeman Pete Robinson

Clients


• Game Design

• Virtual Worlds

• Mini-Games

• iOS Apps

• Social Games

• Virtual Goods

• Game Seeding

• Beta Testing

• Media Planning

• Facebook & Social

• YouTube

• Evaluation

• NPD

• Prototyping

• Market Sizing

• Segmentation & Typology

• Campaign Tracking

• Analytics

Digital Research Marketing


Behaviour Consumption Tube-ology and what this means


The adoption curve Frequency

Haters Lovers

Insight happens

here

Validation happens

here.

Insight happens

here


The adoption curve Frequency

Haters Lovers

Insight happens

here

Validation happens

here.

Insight happens

here

Innovators


Innovators and me Frequency

Haters Lovers

Insight happens

here

Validation happens

here.

Insight happens

here


Creation Consumption Tube-ology and what this means


Internet usage

0%

10%

20%

30%

40%

50%

60%

70%

80%

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

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

6-8

9-10

11-12 Do you watch video on any of these websites? (USA & Canada 1,500 6-12s) A dubit presentation - www.dubitlimited.com

Video consumption

Aged 6-8 Total consumption per week:

12hrs, 37 mins


14hrs, 2 mins


16hrs, 15 mins

Normal TV TV on Demand Recorded TV DVD/video Videos on computer Videos on another gadget

44%8%

10%

20%8%1%8%

46%7%

10%

16%10%2%9%

40%

11%

9%

14%

14%3%9%

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

Video consumption

44%8%

10%

20%

8%

1%8%


12hrs, 37 mins


14hrs, 2 mins


16hrs, 15 mins

1 hour of online video

40%

11%

9%

14%

14%3%9%

46%7%

10%

16%10%2%9%


Video consumption

44%8%

10%

20%

8%

1%8%


12hrs, 37 mins


14hrs, 2 mins


16hrs, 15 mins

1 hour of online video

40%

11%

9%

14%

14%3%9%

46%7%

10%

16%

10%

2%9%

1 hour, 36 mins of online video


Video consumption

44%8%

10%

20%

8%

1%8%

46%7%

10%

16%

10%

2%9%

40%

11%

9%

14%

14%3%9%


12hrs, 37 mins


14hrs, 2 mins


16hrs, 15 mins

1 hour of online video 1 hour, 36 mins of

online video 2 hours, 33 mins of online video


Time spent on YouTube

Aged 6-8 1 hour 6 minutes

Aged 9-10 1 hour 34 minutes

11-12��2 hours 34 minutes

Average time spent on YouTube each week

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

Girl 1 hour 31 minutes

1 hour 44 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


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


Creation Consumption Tube-ology and what this means


Diversity / Choice

Chained content allows journeys

Ratings / Social

Niche / personal interest

Repeat / Revisit

Amateur / Homemade content

Audience can also be producers

Instant / Easy

Online video Vs. traditional TV


Diversity / Choice


Ratings / Social


Repeat / Revisit



Instant / Easy


“Videos and music that you can't find other places…”


Diversity / Choice


Ratings / Social


Repeat / Revisit



Instant / Easy


“Videos and music that you can't find other places… and it is an easy source to find things from

that you are looking for”


Diversity / Choice


Ratings / Social


Repeat / Revisit



Instant / Easy


“I sent my Mom a link to a Phineas & Ferb cartoon clip, send my Nana funny animals

stuff I've seen”


User typologies

Boys

Girls

6 Years 18 Years


User typologies

Boys

Girls

6 yrs 18 yrs

Explorers: confident and curious children


Boys

Girls

6 yrs 18 yrs


User typologies

Nurturers: Interested in pets and family


User typologies

Boys

Girls

6 yrs 18 yrs


Social: Interested in sharing experiences



User typologies

Boys

Girls

6 yrs 18 yrs


Self-Stampers: Identity-driven show-offs wanting to make their mark in the

world




User typologies

Boys

Girls

6 yrs 18 yrs


Oracles: These types are interested in helping

others by sharing their knowledge

Self-Stampers: Identity-driven show-offs wanting to make their mark in the

world

Nurturers: Interested in pets, families



Translating archetypes to YouTube Frequency

Haters Lovers

Insight happens

here

Validation happens

here.

Insight happens

here


and the top videos are…


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

User generated content

Reference/ Information

Humour / Entertaining

Prof

essi

onal

Video Typology


Video Typology

User G

enerated

Humour/Entertaining

Prof

essio

nal

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

Video Typology

User G

enerated

Humour/Entertaining

Prof

essio

nal

Reference/Information

Hot spots – most popular/ shared


Player archetypes


Creating video

0%

20%

40%

60%

80%

100%

0% 20% 40% 60% 80% 100%

% o

f vid

eos

crea

ted

% of kids

US Video creation curve

Canada Video creation curve

Low Medium High Non-creators


Uploading video

0%

20%

40%

60%

80%

100%

0% 20% 40% 60% 80% 100%

% o

f vid

eos

uplo

aded

% of kids who record videos

US Video uploader curve

Canada Video uploader curve

Non-uploaders Low Medium High


Types of content recorded

0%

10%

20%

30%

40%

50%

60%

70%

80%

Family Yourself

Pet Stunts

Friends Hobbies

A story Games

VW's


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

Motivations for uploading

0%

10%

20%

30%

40%

50%

60%

Share with friends It is fun

The videos are funny I feel proud

Something to do

To showcase me 6-8 years old 9-10 years old 11-12 years old

Why do you upload videos to the web? (US and Canada 1500) A dubit presentation - www.dubitlimited.com

The essence of a good video

Funny, Entertaining

Original / niche Genuine

Random, Unexpected

Shareable

Helpful

Cute

Celebrity / IP

Content Personality

Social

Searchable


What sort of kids are there

Boys

Girls

6 yrs 18 yrs



Hearing about videos

0%

10%

20%

30%

40%

50%

60%

70%

Myself Family

F2F YouTube

TV Friends online

Search-engine Links on sites

Other 6-8 years old 9-10 years old 11-12 years old

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

Hearing about videos - friends

0%

10%

20%

30%

40%

50%

60%

70%

Myself Family

F2F YouTube

TV Friends online




How should you describe your video

0%

10%

20%

30%

40%

50%

60%

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


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

Hearing about videos - TV

0%

10%

20%

30%

40%

50%

60%

70%

Myself Family

F2F YouTube

TV Friends online




Sharing a video

0%

10%

20%

30%

40%

50%

60%

70%

80%

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


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

Searching for videos

62% search

20% popular videos

15% Recommended for you 16% category

11% TV shows

7% movies


Choosing videos

37% Matches my search key words

27% The topic

20% The Video description 18% Top of the search list

18% Best picture

13% Video with most views 10% Video with most stars A dubit presentation - www.dubitlimited.com

0%

5%

10%

15%

20%

25%

30%

Seen a movie trailer then gone to see the

film Visited another website

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 YouTube

Bought a toy that you saw on YouTube


YouTube – the gateway

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

Changing YouTube

11% 2%

47%

23%

17%

New layout is a lot better The new layout is a bit better It makes no difference Old layout is a bit better

31% noticed the change to YouTube

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

Q&A [email protected] [email protected] “Children and Media Professionals Group” on Facebook

the wonderful world of youtube - dubit at ikids

Entertainment & Humor

total consumption

video consumption

mins of online video

mins ofonline video

usa canada

years oldq2

tv dvdvideo videos

internet usage