At Adap.tv, we have long believed that online video is a global opportunity, which is just one reason why we have been aggressively pushing out into more US and European markets, into Australia and India.
Today, KPCB’s Mary Meeker provided even more perspective on why we have only seen the tip of the iceberg for the global growth of the Web, and, and in turn, the growth of any media, including and especially video, delivered digitally.
In short: It’s called the “World Wide” Web for a reason, so let’s continue to think global.
Meeker’s annual “Internet Trends” report touched on a number of key themes, none more pronounced than how much emerging Web markets such as China and India are actually growing.
Take these numbers charting users who went online over the past five years, for example:
The US Web market only saw nominal growth over the past several years while the rest of the world saw an average of 15 percent year-over-year growth. China and India led the way, accounting for more than 50 percent of the Web user growth that has happened, according to the report. The more users that enter the market, the more likely that they will be looking for services such as social media and video, services which have already achieved a distinct level of maturity in the US and some European markets.
Highlighting this fact is that many of the largest Internet properties are “Made in USA” but more than 80 percent of their users are located outside of the US:
Most of these properties have very aggressive plans for video, making it very important to think global when looking at content acquisitions that can transcend borders.
All of this user growth means that more and more data is being created and shared across connected devices. In fact, we’ve now passed the two zettabyte threshold of data created and shared. (For those not up with -byte lingo, one zettabyte is a trillion gigabytes.)
While this is tremendous growth in data shared, it’s not surprising with worldwide broadband and cellular data services continuing to improve and larger, higher-quality videos being offered in services such as Netflix, Hulu, and other mobile applications.
The future of the Web and the “digitization” of television hinges on our ability and commitment to continuing to lay down and widen the pipes delivering data services to consumers around the world. Which is why the growth of Web users in emerging markets (205 percent growth in Iran!) is heartening.
So is the truly unbelievable growth of mobile usage, which now accounts for nearly 15 percent of global Internet traffic, according to Meeker’s report:
Clearly, smartphones and tablets are becoming a vital part of information sharing and consumption, and there is a consensus around the continued growth of these screens as more and more services such as television, social media, and near-field communication are developed for these platforms.
The report also indicates that iOS and Android devices have now crossed the 50 percent line in terms of global smartphone OS marketshare, a good indication that there is still room for total user growth.
Speaking of TV (something near and dear to our hearts), international users are more mature in utilizing multiple screens for accessing media, particularly in the high-growth China market:
The desktop PC is the go-to screen for media in China. Considering the growth of mobile in the country, we can certainly project it to become the second (or first) screen very soon, leaving the traditional TV to be the third screen. This is the complete opposite of screen time in the US, where the TV is still entrenched as the first screen, followed by the Web and then mobile.
There are a lot of other great insights you can read about in the full “Internet Trends 2013” report here. All of this just means that there is growth still to happen internationally, and that we should continue to plan for a Web that can truly reach across borders and cultures.