C O N F I D E N T I A L SECTION 15 OF 24
SUBJECT: INCREASED ON DEMAND AUDIENCE WITH INSTANT ON DEMAND
CLASSIFIED BY: BSTARK
DATA ANALYSIS BY: BSTARK
DATE COMPLETED: January 3, 2011
¶1. (A) SUMMARY: After analyzing data of live vs. on demand viewings for the 2010 calendar year (60% view on demand and 40% view live), PHEALD requested to know the trajectory of the on demand audience over time, specifically within the first week post event. Using data from BrightTALK IT webcasts featured in BrightTALK™ Summits, it was determined that 40% of the total on demand audience views the content within 72 hours after the live event. It was further determined that nearly 80% of that viewing (within the first 72 hours) occurs within the first 24 hours. Those hosting events that take 2 or 3 days to repurpose the on demand content are losing significant viewing through this delayed response. END
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