Media and Technology Stats and Studies – May 6, 2013

In an advertising sales pitch to advertisers at the Digital Content NewFronts this week, a top YouTube executive reported that YouTube viewers spend 2 billion more hours per month watching videos on the service than they did last year. Last year, 1 billion unique viewers watched 4 billion hours of YouTube content per month, compared to 6 billion hours per month this year. According to RBC Capital Markets, YouTube generated $4 billion in revenue in 2012, compared to $2.5 billion in 2011. One year ago, the Washington Post reported that a “disproportionate share of YouTube’s top personalities are minorities,” with the top channel attracting more than “5 million subscribers — enough to attract the attention of major advertisers.” Many other NewFronts presenters – including Univision, which participated in the NewFronts for the first time; CBS Interactive; Hulu Latino; and CNET – touted their goals to tailor their programming to attract Spanish-speaking viewers. Pew has reported that 79% of minorities visit video sharing sites, compared to 69% of whites. As the Joint Center has previously reported, a Horowitz Associates report found that, while Black, Hispanic, and Asian Americans are as likely as their White counterparts to have access to over-the-top (OTT) platforms – such as Netflix, Roku, and Hulu – they are more likely to use them regularly to watch video content.

Georgetown University’s McDonough School of Business released a report evaluating what in its view would be the likely economic impact of the incentive auctions. The report concludes that limiting the bidding rights of the largest carriers would cause inefficiencies, including 40% less revenue from auction proceeds. One of the report’s authors also determined that hampering large carriers’ ability to participate in the auctions would actually lead to a 22-46 MHz spectrum deficit and a loss of 118,000 jobs by 2017.

Social media use is driven by a fear of missing out on keeping up with friends, according to a forthcoming report in Computers and Human Behavior. This fear was most prevalent among social media users under age 30 and correlated with a higher likelihood of texting while driving.

The Digital Entertainment Group reported a 5% year-over-year increase in sales of movies and TV shows during the 1st quarter, to $4.69 billion in 2013.

Parents with minor children are more likely to be deeply engaged with their public libraries, with lower-income households showing more demand for e-readers and classes on how to use e-readers, according to Pew Research: “Parents living in households earning less than $50,000 are more likely than parents in higher income households to say they would be ‘very likely’ to take advantage of: classes on how to download library e-books (44% vs. 29%); e-readers already loaded with library content (40% vs. 22%); digital media lab (40% vs. 28%); classes on how to use e-readers (34% vs. 16%).”

The University of Southern California has received a $3.25 million Bill and Melinda Gates Foundation grant to build capacity for measuring the impact of media.

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