FreeWheel：2017Q4 视频货币化报告(英文版)(45页).pdf

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1、1 FREEWHEEL VMR REPORT Q4 2017 #FREEWHEELVMR PREMIUM VIDEO: A YEAR OF GROWTH THROUGH INNOVATION YEAR-END INSIGHTS: 2017 Q4 2017 YEAR-END INSIGHTS: 2017 #FreeWheelVMR Q4 2017 FREEWHEEL VMR REPORT 3 LETTER FROM THE AUTHORS . 4 2017 TIMELINE . 6 CORE OBSERVATIONS U.S. . 9 CORE OBSERVATIONS EUROPE . 29

2、CONCLUSION . 40 AUTHOR BIOS .41 GLOSSARY however high repetition rates are detrimental to the viewing experience. Throughout 2017 ad repetition rates slowly dropped, and by the end of the fourth quarter 86% of full-episode content had no ad repeats, compared with 77% at the end of the first quarter.

3、 In contrast, the picture for live content is one of higher ad repetition rates that have remained stable around 60% throughout the year. Sports dominated the live segment, and sponsorship deals often lead to the same advertiser appearing multiple times while longer average viewing sessions increase

4、d the likelihood an ad will repeat. FULL-EPISODE AD REPETITION RATES FALL CORE OBSERVATIONS CHART 12 AD REPEAT FREQUENCY PER STREAM BY CONTENT FORMAT, U.S. Q4 2017 100% 50% NO REPETITION1 REPETITION2+ REPETITION PERCENTAGE OF ADS DELIVERED 17% 20% 11% 63% 86% 3% FULL EPISODELIVE AD EXPERIENCE Throug

5、hout 2017 ad repetition rates slowly dropped, and by the end of the fourth quarter 86% of full-episode content had no ad repeats. #FreeWheelVMR Q4 2017 FREEWHEEL VMR REPORT 28 CHART 13 NUMBER OF CONTENT STREAMS WITH NO AD REPEATS, U.S. FULL YEAR 2017 FULL EPISODELIVE 100% 50% Q1 2017Q2 2017Q4 2017 P

6、ERCENTAGE OF NO AD REPEATS 62% 77% 62% 84% 59% 86% 63% 86% YEAR-END INSIGHTS Q3 2017 29 FREEWHEEL VMR REPORT Q4 2017 #FREEWHEELVMR #FreeWheelVMR Q4 2017 FREEWHEEL VMR REPORT 30 THE MOST COMPREHENSIVE DATA AVAILABLE ON PREMIUM VIDEO EUROPE 2017 CORE OBSERVATIONS 31 FREEWHEEL VMR REPORT Q4 2017 #FREEW