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In the Know
February 2009


General US Info
 •	 Population 303.8M
      (CIA World Factbook, July 2008 estimate)

 •	 Population online: 72.5%
      (InternetWorldStats.com, pulled February 2009)

 •	 92.8% of active US Internet users connect via broadband
      (“The Bandwidth Report,” WebsiteOptimization.com, February 2009)
                                                                                                         No
                                                                                                      Response
 •	 79% of US Internet users view video online                                                                     $0K – $24,999K
                                                                                          $150K+
      (comScore Video Metrix, December 2008)                                                             2%    6%
                                                                                                   10%
                                                                                                                                    $25K – $49,999K


Key YouTube Dates
                                                                                                                           20%
                                                               $100K – $149,999K
                                                                                           18%

 •	 Founded: February 2005
 •	 Launched: December 2005                                                                      19%                 25%

 •	 Acquired by Google: November 18, 2006                             $75K – $99,999K                                             $50K – $74,999K




YouTube Videos                                                                Nearly half (47%) of YouTube’s users
                                                                                have annual incomes of $75K+
 •	 Hundreds of millions of videos viewed daily
 •	 Hundred of thousands of videos uploaded daily
 •	 15 hours of video uploaded every minute
      (YouTube Internal Data, February 2009)

 •	 Millions of High Definition (HD) playbacks daily                                                      No
                                                                                                       Response
      (YouTube Internal Data, February 2009)                                          Post Graduate                   Grammar
                                                                                                          1%
                                                                                         Degree                        School

 •	 Channel subscriptions and user uploads
                                                                                                                  14%
                                                                                                   13%
    to the site have doubled in the past year                                                                                       Some High
                                                                                                                                      School
                                                                                                                            8%
      (YouTube Internal Data, January 2009)
                                                                        Bachelor’s         21%
                                                                         Degree

US Site Stats
                                                                                                                            15%       HighSchool
                                                                                                                                       Graduate

(Nielsen//NetRatings, December 2008)                                                             8%
                                                                                                           20%


 •	   #6 Largest Internet destination                                                Associate
                                                                                      Degree
                                                                                                                  Some
 •	   #1 Entertainment site on the Internet                                                                      College


 •	   80.7M unique monthly visitors                                            42% of audience has some form of
                                                                               higher education degree; 13% hold
 •	   Average minutes per user each month: 54
                                                                                     post–doctorate degrees
 •	   Pageviews per month: 5.3B

               YouTube Users             Users (M)                % Users
Age            All                       80.7                     –
               <18                       14.4                     18%
               18-34                     16.0                     20%
               35-44                     15.6                     19%
               45-54                     18.3                     23%
               55+                       16.3                     20%

Gender         Male                      42.0                     52%
               Female                    38.7                     48%


International
 •	 Over 50% of YouTube’s traffic comes from outside the US
      (DART for Publishers, July 2008)

 •	 If YouTube were a country, it would be the #3 most-populated in the world
      (comScore, May 2008; CIA Factbook, July 2008 estimate)

 •	 YouTube has localized in:

         Australia                       Hong Kong                    Mexico                                                     Sweden
         Brazil                          Ireland                      Netherlands                                                Taiwan

         Canada                          Italy                        New Zealand                                                UK

         Czech Republic                  India                        Poland

         France                          Japan                        Russia

         Germany                         Korea                        Spain
Sites in the Space
  Site                     Unique Audience                Time Per Person               Video Views
                                [000]                       [hh:mm:ss}                     [000]
  YouTube                          80,704                       0:54:37                   5,854,875
  Myspace.com                      58,418                       1:40:17                      367,448
  Facebook                         55,217                       2:07:58                       24,422
  Comcast Corp.                    28,079                       0:59:57                       44,290
  Flickr                           17,606                       0:07:37                          998
  MSN Video                        10,427                       0:02:50                       51,260
  Yahoo! Video                      7,610                       0:05:35                       38,928
  Metacafe                          6,272                       0:06:03                       24,873
  Digg.com                          5,553                       0:02:02                          275
  Yelp                              5,339                       0:03:19                             --
  hulu                              5,173                       0:15:32                      240,585
  TV.com                            4,999                       0:03:02                          369
  Break.com                         4,804                       0:04:54                       60,121
  Dailymotion                       3,887                       0:13:57                       37,839
  Veoh                              3,637                       0:08:42                       24,514
  Funny or Die                      3,122                       0:03:53                             --
  blip.tv                           1,748                       0:03:13                        5,563
  Heavy                             1,631                       0:01:10                        3,511
  eBaumsWorld.com                   1,546                       0:04:57                        2,259
  StumbleUpon                       1,486                       0:08:29                             --
  LiveVideo                         1,087                       0:02:25                        3,836
  Joost.com                         1,053                       0:14:35                          543
  Revver                              901                       0:01:07                        3,564
  Brightcove                          826                       0:01:17                       31,507
  Del.icio.us                         756                       0:03:14                            46
  Sling Media                         635                          --                            308
  Friendster                          621                       0:05:06                             --
  Netvibes                            501                       1:05:17                             --
  Second Life                         242                          --                               --

Source: Unique visits, time spent: Neilsen//NetRatings, December 2008; Video views: comScore Video Metrix,
December 2008; Note: “–” indicates that data was unavailable or site has an insufficient sample size to be
tracked properly; Yahoo! Video views represents views across Yahoo! sites.



Videos to Know Within the YouTube Community
Don’t just watch the video, watch through the video: read the comments,
view the responses, and experience the story for yourself.


                  Search “Free Doritos”                                    Search “Evolution of
                                                                           Dance 2”
                  Users create celebrated
                  Super Bowl ad                                            Most-viewed video on
                                                                           YouTube gets a sequel

                  Search “YouTube                                          Search “T-Mobile
                  Street Fighter”                                          Liverpool Street”
                  Dynamic gaming through                                   Guerilla marketing becomes
                  YouTube Annotations feature                              immersive brand experience



Online Video Is Mainstream
 •	 Americans stream 14.3B videos online each month
    (comScore Video Metrix, December 2008)

 •	 The average US viewer spends more than 5 hours watching video online each month
     (comScore Video Metrix, December 2008)

 •	 Duration of the average online video: 3.2 minutes
     (comScore Video Metrix, December 2008)

 •	 4.1% of US Internet users have uploaded a video to a website in the last month
     (Mediamark Research & Intelligence, January 2009)

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You Tube In The Know

  • 1. In the Know February 2009 General US Info • Population 303.8M (CIA World Factbook, July 2008 estimate) • Population online: 72.5% (InternetWorldStats.com, pulled February 2009) • 92.8% of active US Internet users connect via broadband (“The Bandwidth Report,” WebsiteOptimization.com, February 2009) No Response • 79% of US Internet users view video online $0K – $24,999K $150K+ (comScore Video Metrix, December 2008) 2% 6% 10% $25K – $49,999K Key YouTube Dates 20% $100K – $149,999K 18% • Founded: February 2005 • Launched: December 2005 19% 25% • Acquired by Google: November 18, 2006 $75K – $99,999K $50K – $74,999K YouTube Videos Nearly half (47%) of YouTube’s users have annual incomes of $75K+ • Hundreds of millions of videos viewed daily • Hundred of thousands of videos uploaded daily • 15 hours of video uploaded every minute (YouTube Internal Data, February 2009) • Millions of High Definition (HD) playbacks daily No Response (YouTube Internal Data, February 2009) Post Graduate Grammar 1% Degree School • Channel subscriptions and user uploads 14% 13% to the site have doubled in the past year Some High School 8% (YouTube Internal Data, January 2009) Bachelor’s 21% Degree US Site Stats 15% HighSchool Graduate (Nielsen//NetRatings, December 2008) 8% 20% • #6 Largest Internet destination Associate Degree Some • #1 Entertainment site on the Internet College • 80.7M unique monthly visitors 42% of audience has some form of higher education degree; 13% hold • Average minutes per user each month: 54 post–doctorate degrees • Pageviews per month: 5.3B YouTube Users Users (M) % Users Age All 80.7 – <18 14.4 18% 18-34 16.0 20% 35-44 15.6 19% 45-54 18.3 23% 55+ 16.3 20% Gender Male 42.0 52% Female 38.7 48% International • Over 50% of YouTube’s traffic comes from outside the US (DART for Publishers, July 2008) • If YouTube were a country, it would be the #3 most-populated in the world (comScore, May 2008; CIA Factbook, July 2008 estimate) • YouTube has localized in: Australia Hong Kong Mexico Sweden Brazil Ireland Netherlands Taiwan Canada Italy New Zealand UK Czech Republic India Poland France Japan Russia Germany Korea Spain
  • 2. Sites in the Space Site Unique Audience Time Per Person Video Views [000] [hh:mm:ss} [000] YouTube 80,704 0:54:37 5,854,875 Myspace.com 58,418 1:40:17 367,448 Facebook 55,217 2:07:58 24,422 Comcast Corp. 28,079 0:59:57 44,290 Flickr 17,606 0:07:37 998 MSN Video 10,427 0:02:50 51,260 Yahoo! Video 7,610 0:05:35 38,928 Metacafe 6,272 0:06:03 24,873 Digg.com 5,553 0:02:02 275 Yelp 5,339 0:03:19 -- hulu 5,173 0:15:32 240,585 TV.com 4,999 0:03:02 369 Break.com 4,804 0:04:54 60,121 Dailymotion 3,887 0:13:57 37,839 Veoh 3,637 0:08:42 24,514 Funny or Die 3,122 0:03:53 -- blip.tv 1,748 0:03:13 5,563 Heavy 1,631 0:01:10 3,511 eBaumsWorld.com 1,546 0:04:57 2,259 StumbleUpon 1,486 0:08:29 -- LiveVideo 1,087 0:02:25 3,836 Joost.com 1,053 0:14:35 543 Revver 901 0:01:07 3,564 Brightcove 826 0:01:17 31,507 Del.icio.us 756 0:03:14 46 Sling Media 635 -- 308 Friendster 621 0:05:06 -- Netvibes 501 1:05:17 -- Second Life 242 -- -- Source: Unique visits, time spent: Neilsen//NetRatings, December 2008; Video views: comScore Video Metrix, December 2008; Note: “–” indicates that data was unavailable or site has an insufficient sample size to be tracked properly; Yahoo! Video views represents views across Yahoo! sites. Videos to Know Within the YouTube Community Don’t just watch the video, watch through the video: read the comments, view the responses, and experience the story for yourself. Search “Free Doritos” Search “Evolution of Dance 2” Users create celebrated Super Bowl ad Most-viewed video on YouTube gets a sequel Search “YouTube Search “T-Mobile Street Fighter” Liverpool Street” Dynamic gaming through Guerilla marketing becomes YouTube Annotations feature immersive brand experience Online Video Is Mainstream • Americans stream 14.3B videos online each month (comScore Video Metrix, December 2008) • The average US viewer spends more than 5 hours watching video online each month (comScore Video Metrix, December 2008) • Duration of the average online video: 3.2 minutes (comScore Video Metrix, December 2008) • 4.1% of US Internet users have uploaded a video to a website in the last month (Mediamark Research & Intelligence, January 2009)