1、 #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 1 PREMIUM VIDEO: A Bundle of Growth Q3 2018 #FreeWheelVMR #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 2 The FreeWheel Video Monetization Report highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing premium digital

2、 video content. The data set used for this report is one of the largest available on the usage and monetization of professional, rights-managed video content worldwide, and is based off of census-level advertising data collected through the FreeWheel platform. Video Monetization Report TABLE OF CONT

3、ENTS Q3 2018 Q3 2018 Summary PAGE 3 Core Observations: U.S. PAGE 7 Core Observations: Europe PAGE 15 Author Bios PAGE 21 Glossary PAGE 22 #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 3 MVPDs Drive Premium Video Growth in the U.S. Publishers, operators and the supporting ecosystem enabled more content via

4、 MVPD IP-enabled platforms and set-top-boxes, as well as through aggregator portals, to drive growth in Q3 2018. Syndicated ad views comprised 40% of all ad views and grew by 31%, outstripping the growth of ad views on owned and operated (O&O) platforms. Taking a closer look at syndication, IP-deliv

5、ered MVPD ad views have scaled rapidly, with a growth rate of 87% YOY. The offerings of traditional cable companies eclipsed virtual MVPD skinny bundles with 78% ad view share versus 22%, though virtual MVPD ad views grew 147%, almost double the rate of traditional MVPDs. IN Q3 2018, MULTICHANNEL VI

6、DEO PROGRAMMING DISTRIBUTOR (MVPD) IP-ENABLED PLATFORM AD VIEWS grew 87% year-over-year, helping propel the full U.S. market to growth of 26%. Europe also saw solid ad view growth of 19% despite some U.S. based publishers acting cautiously in light of GDPR. We examine these and other quarterly trend

7、s in this report, enjoy the read! A Bundle of Growth Q3 2018 SUMMARY CHART 1 Top Line Growth and Break-Out of Ad Views by Syndication Platform, U.S. Q3 2018 Distribution Type OWNED & OPERATED SYNDICATED MVPD (IP Platforms) BreakdownSyndication Platform MVPD (IP PLATFORMS) MVPD (STB PLATFORMS) PORTAL

8、S 25% 40% 41% 34%60% +87% YOY +31% YOY 78% +75% YOY +11% YOY +38% YOY +19% YOY vMVPD 22% +147% YOY TRADITIONAL MVPD #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 4 Q3 2018 SUMMARY CHART 3 Ad View Composition and Growth, by Device, U.S. Q3 2018 -4% YOY Desktop 16% +45% YOY OTT 41 % +63% YOY Smartphone 19%

9、+12% YOY Tablet 7% +11% YOY STB VOD 17% Live content tends to over-index on MVPD platforms and constituted 59% of total ad views, verses a 33% share across all platforms. 67% of total MVPD IP- enabled viewing is via over-the-top (OTT) devices, which is exactly the kind of lean-back and engaged viewi

10、ng advertisers are seeking. The smartphone accounts for 68% of long-form MVPD-syndicated ad views, further emphasizing the devices versatility and ubiquity. Live content ad views grew strongly year-over-year, even though they garnered a slightly smaller share than previous quarters due to fewer marq

11、uee sporting events like the Super Bowl. Ad views against clips declined by 20% despite clip video views continuing to grow, suggesting moves by inventory owners to limit the amount of ads placed against short-form content. Smartphone and OTT device growth outstripped all other devices at 63% and 45

12、% respectively, marking them out as the platforms viewers are trending towards. The combined ad view share of both devices now makes up 60% of all ad views. CHART 2 Ad View Composition All Platforms vs MVPD (IP-Platforms) Syndicated, U.S. Q3 2018 CLIPS (0-5MIN.)FULL-EPISODES (5+ MIN.)LIVE 11%56% 41%

13、59% ALL PLATFORMS MVPD SYNDICATED 33% +56% YOY +99% YOY +76% YOY +27% YOY -20% YOY #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 5 Continued European Growth in Light of GDPR Europe saw strong double-digit growth in Q3 with ad views up 19% and video views increasing 11%. However, post GDPR, U.S. publishers

14、 have sought to protect themselves from reputational and legal risk by limiting their distribution efforts in Europe for the time being. European-based publishers and operators have dedicated greater resources to being GDPR ready, supporting overall market growth. Q3 2018 SUMMARY +19% AD VIEWS +16%

15、VIDEO VIEWS CHART 4 Total European Ad View Growth, European and U.S. Publishers Q3 2017 vs. Q3 2018 CHART 5 Total European Ad View Growth, European Publishers Q3 2017 vs. Q3 2018 CHART 6 Total European Ad View Growth, U.S. Publishers Q3 2017 vs. Q3 2018 21 % AD VIEWS #FreeWheelVMR / Q3 2018 / FREEWH

16、EEL VMR 6 Monetization of live content saw the largest boost as premium publishers tapped into new revenue sources on their O&O content across all devices, +44% year-over-year. Live content saw a boost this quarter as a result of the final stages of the FIFA World Cup playing out at the start of Q3.

17、 Full-episode content continued to dominate the market across all devices in Europe and grew +17%. Nonetheless, clips ad views increased in volume and remain an important part of the monetization mix, +5% year-over-year, as premium publishers leveraged partnerships with regional newspapers and porta

18、ls to extend reach in Europe. Europe remains a highly fragmented market with high growth in ad views seen for both OTT devices and smartphones and a further squeeze on desktop share. The big screen (OTT and STB combined) is growing as the top medium for engaging audiences at scale and as a result ac

19、hieved a combined share of 34%. Be on the lookout for the FreeWheel VMR: Q4 2018 which will take a comprehensive look back at the whole of 2018, laying out the key events and trends that defined the year. We look forward to bringing you these insights and more as we move into 2019. Q3 2018 SUMMARY C

20、HART 8 Ad View Composition and Growth, by Device, Europe Q3 2018 +0% YOY Desktop 29% +31% YOY OTT 14% +15% YOY STB VOD 20% +36% YOY Smartphone 23% +9% YOY Tablet 14% CHART 7 Ad View Composition and Growth by Content Duration, Europe Q3 2018 CLIPS (0-5MIN.)FULL-EPISODES (5+ MIN.)LIVE 82%4%14% +5% YOY

21、 +17% YOY +44% YOY #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 7 The Most Definitive Data Available on Premium Video Q3 2018 Core Observations: U.S. CORE OBSERVATIONS: U.S. / OVERALL MARKET CHART 9 Total Video Start and Ad View Growth, U.S. Q3 2017 vs. Q3 2018 #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 8 C

22、LIPS (0-5MIN.)FULL-EPISODES (5+ MIN.)LIVE CHART 10 Ad View Composition and Growth by Content Duration, U.S. Q3 2017 vs. Q3 2018 20% 57% 23% 11% 56% 33% -20% YOY +27% YOY +56% YOY Q3 2017Q3 2018 +18% VIDEO VIEWS +26% AD VIEWS #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 9 CORE OBSERVATIONS: U.S. / DISTRIB

23、UTION CHART 11 Ad View Composition and Growth, by Device, U.S. Q3 2013 Q3 2018 Q3 2014 Q3 2015 Q3 2016 Q3 2017 Q3 2018 -4% YOY Desktop +45% YOY OTT +11% YOY STB VOD +63% YOY Smartphone +12% YOY Tablet 16% 41% 17% 19% 7% Q3 2013 CHART 11 - EXPANDED Ad View Composition by Device, U.S. Q3 2015 Q3 2018

24、Smartphone Desktop STB VOD OTT 19% Q3 2015 52% 6% 13% 10% 17% Q3 2016 36% 16% 22% 9% 15% Q3 2017 28% 20% 29% 8% 19% Q3 2018 16% 17% 41% 7%Tablet #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 10 CORE OBSERVATIONS: U.S. / DISTRIBUTION CHART 12 Format Composition by Device, Ad Views, U.S. Q3 2018 38%33%29% D

25、esktop 100% STB VOD 49%3%48% OTT 45%19%36% Smartphone 61%12%27% Tablet CLIPS (0-5MIN.) FULL-EPISODES (5+ MIN.) LIVE Breakdown by Channel 25% 41% 34% +87% YOY +11% YOY +38% YOY MVPD (IP PLATFORMS) MVPD (STB PLATFORMS) PORTALS CHART 13 Share and Growth of Ad Views by Syndication Platform, U.S. Q3 2018

26、 Syndicated +31% YOY40 % Owned & Operated +19% YOY 60 % Total Volume of Ad Views, U.S. CORE OBSERVATIONS: U.S. / DISTRIBUTION #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 11 CORE OBSERVATIONS: U.S. / PREMIUM VIDEO BUYING CHART 14 Share and Growth of Direct and Programmatic Monetization, U.S. Q3 2018 Prog

27、rammatic +43% YOY16 % 84 % Direct +13% YOY #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 12 #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 13 CHART 15 Average Number of Ads per Mid-Roll Break, Full Episodes, U.S. CORE OBSERVATIONS: U.S. / AD EXPERIENCE Q3 2018Q3 2018 by Device 95s BREAK DURATION 3.9 Q3 2018 AVER

28、AGE 3.9 3.8 4.04.0 SMARTPHONEOTTDESKTOPTABLET Distribution of Ads per Mid-Roll Break 1-2 ADS3-4 ADS5+ ADS 31% 48% 21% #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 14 CORE OBSERVATIONS: U.S. / AD EXPERIENCE FULL-EPISODE LIVE CLIPS Pre-Roll Mid-Roll 88% 98% 98% 83% 78% CHART 16 Ad Completion Rates by Ad Un

29、it and Content Duration, U.S. Q3 2018 CHART 17 Ad Repeat Frequency per Stream by Content Format, U.S. Q3 2018 1 REPETITION NO REPETITION 2+ REPETITIONS 19% 3% 9% 88% 18% 63% Live % of Ads Delivered Full-Episode % of Ads Delivered #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 15 The Most Definitive Data Av

30、ailable on Premium Video Q3 2018 Core Observations: Europe #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 16 CORE OBSERVATIONS: EUROPE / OVERALL MARKET CHART 18 Total European Video Ad View Growth, European and U.S. Publishers Q3 2017 vs. Q3 2018 CHART 20 Total European Video Ad View Growth, U.S. Publisher

31、s Q3 2017 vs. Q3 2018 CHART 19 Total European Video Ad View Growth, European Publishers Q3 2017 vs. Q3 2018 +16% AD VIEWS +19% AD VIEWS 21 % AD VIEWS #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 17 CORE OBSERVATIONS: EUROPE / CONTENT 14% 83% 3% 14% 82% 4% +5% YOY +17% YOY +44% YOY Q3 2017Q3 2018 CLIPS (0

32、-5MIN.) FULL-EPISODES (5+ MIN.) LIVE CHART 21 Ad View Composition and Growth by Content Duration, Europe Q3 2017 vs. Q3 2018 #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 18 CHART 22 Ad View Composition and Growth, by Device, Europe Q3 2015 Q3 2018 CORE OBSERVATIONS: EUROPE / CONTENT & DISTRIBUTION CHART

33、22 - EXPANDED Ad View Composition by Device, Europe Q3 2015 Q3 2018 29%15%18%23% Smartphone Q3 2015Q3 2016Q3 2017Q3 2018 Desktop 54%35%33%29% 0%6%21%20% STB VOD 10%24%13%14% OTT 7%20%15%14% Tablet Q3 2015 Q3 2016 Q3 2017 Q3 2018 +0% YOY +9% YOY +36% YOY Desktop Tablet +31% YOY OTT +15% YOY STB VOD S

34、martphone 29% 14% 20% 23% 14% #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 19 86%8%6% 100% 85%14%1% 76%20%4% 70%23%7% CORE OBSERVATIONS: EUROPE / CONTENT & DISTRIBUTION CHART 23 Format Composition by Device, Ad Views, Europe Q3 2018 Desktop STB VOD OTT Smartphone Tablet CLIPS (0-5MIN.) FULL-EPISODES (5+

35、MIN.) LIVE #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 20 CHART 24 Share and Growth of Ad Views by Syndication Platform, Europe Q3 2018 Owned & Operated +17% YOY 84 % Total Volume of Ad Views, Europe Syndicated +13% YOY 16 % CORE OBSERVATIONS: EUROPE / CONTENT & DISTRIBUTION #FreeWheelVMR / Q3 2018 / FR

36、EEWHEEL VMR 20 91% +12% YOY 8% +40% YOY 1% -12% YOY OPERATOR AGGREGATOR Breakdown by Channel (Like for Like Volume Growth) Q3 2018Q3 2017 92% 7% 1% OPERATOR AGGREGATOR LONG-TAILLONG-TAIL #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 21 Author Bios Rebecca Rangeley is the Head of Business Insight for our I

37、nternational Business. In this role, she works across Comcast Technology Solutions (CTS) and Freewheel, using data analysis to support customer decision making and investments for clients. Prior to FreeWheel, Rebecca managed the Digital Insight Team at Sky Media in the U.K., delivering insights to d

38、rive Sky U.K.s advertising revenue for VOD, online and mobile applications. Special thanks to: Terra Mrkulic, David Dworin and Raj Katta Hasan Iqbal is a Senior Manager in FreeWheels Business Advisory practice and helps clients generate insights through data-backed analyses. His areas of expertise i

39、nclude market benchmarking and analysis, revenue strategy, and scaling of organizational capabilities. Prior to FreeWheel, Hasan was a strategy consultant with PwC Strategy & where he advised media and technology companies. Esra Akturk is an Associate on the Advisory Services Team. In this role, she

40、 provides clients with strategic and tactical guidance on how deliver maximum value to their businesses using the Freewheel product suite. Prior to Freewheel, Esra worked in ad operations at Disney ABC Television Group where she managed and optimized digital campaigns to ensure that client KPIs were

41、 met. Xu Yao is a Senior Analytics Consultant on Advisory Services team. He works across FreeWheel client base to achieve initiatives around ad product design and testing, viewer ad experience assessment and ad integration audit. He also provides clients with tactical guidance on leveraging FreeWhee

42、ls data products. Xu is particularly passionate about leveraging FreeWheels rich dataset to help client unveil insights and drive stronger business outcome. Haley Glazer is a Consultant on the Advisory Services team, working with media clients to deliver industry benchmarking, network optimization a

43、nd reporting and analytics enhancements. Prior to FreeWheel, she worked in ad sales research and corporate analytics at Scripps Networks Interactive and iHeartMedia, and is currently pursuing her Masters Degree in Data Science. #FreeWheelVMR / Q3 2018 / FREEWHEEL VMR 22 AD COMPLETION RATE Measures t

44、he percentage of ads that were completed once started AD VIEW An impression that is accrued after the first frame of an ad is displayed AGGREGATOR/PORTAL An aggregator site for premium video content, for example Youtube, MSN or Hulu AVOD Advertising video on demand business model CONTENT VERTICAL Co

45、ntent genre, e.g. news, entertainment, sports DEAL ID Unique deal identifier of a programmatic transaction that can be used to match advertisers and publishers directly DIRECT-SOLD Advertising deals made directly between a publisher and an advertiser DYNAMIC AD INSERTION (DAI) Process of dynamically

46、 inserting ads into a content stream, such that different ads can be inserted into the same ad break FREEWHEEL COUNCIL FOR PREMIUM VIDEO (FWC) Serves the interests of those in the premium video industry through leadership positions, research, and advocacy to promote the premium video economy IMPRESS

47、ION Occurs each time an ad is displayed. Synonymous with “ad view” INVENTORY An ad opportunity. A piece of inventory is filled by an ad impression LINEAR Traditional broadcast, cable, or satellite television LONG-TAIL Small scale/niche content aggregators MID-ROLL An ad break that occurs in the midd

48、le of content MULTICHANNEL VIDEO PROGRAMMING DISTRIBUTOR (MVPD) Provides pay TV services delivered either through broadcast satellite or cable TV. Examples include Comcast and Verizon NEW LIVING ROOM The same high-quality TV content that was traditionally consumed in the living room is experienced t

49、oday by the same audience through a multitude of screens and locations OPERATOR Provides pay TV services in Europe, functioning similarly to MVPDs in the U.S. Examples include Sky U.K. and SFR OVER-THE-TOP (OTT) Viewing content delivered over an internet connection. Typically seen as OTT Device, which includes devices like Roku, Apple TV, Connected TVs, etc. OVER-