IAB：2018年全球直播视频观察（英文版）(83页).pdf

1、Live Video Streaming A Global Perspective Kristina Sruoginis, IAB Research Director, KristinaIAB.com June 2018 Contents 2 Sample & Methodology Objectives, Background, and Key Findings Market Opportunity: How Popular Is Digital Video Content Which Devices Are Used and How Frequently for Live Video St

2、reaming Sources of Live Streamed Video Types of Video Content Live Streamed Live Streaming the World Cup Subscriptions and Advertising Live Streaming and Advertising: Opportunities to Engage When and Where Live Video Content Is Streamed What Motivates Live Streaming Appendix Sample & Methodology 3 M

3、ethod: -29 question survey was designed and fielded in 21 markets -All respondents were asked the same core questions -Localization for HH income, along with brand/channel specific localizations on question codes Sample Profile: -Total Sample N=4200, N=200 per market -18 years or older -Own/have acc

4、ess to one of the following devices: Feature phone, PC/laptop, smartphone, tablet, gaming console, Smart TV, or video streaming devices -Who watch video digitally on a PC/laptop, smartphone, tablet, or connected TV -And who have ever watched live video streaming on any device or platform Markets Inc

5、luded: -APAC (N=400): Australia, China -EUROPE & AFRICA (N=2000): Germany, Hungary, Ireland, Italy, Russia, South Africa, Sweden, Switzerland, Turkey, United Kingdom -MENA (N=400): Saudi Arabia (KSA), United Arab Emirates (UAE) -NORTH AMERICA (N=600): Canada, Mexico, United States -SOUTH AMERICA (N=

6、800): Brazil, Chile, Colombia, Peru Sampling Plan: -All sampling was conducted by OnDevice Research, using dynamic sampling methods -When sampling for the project, we attempted to gain a nationally representative profile for each market that started the survey and let the desired sample target (live