multi-screen insights an overview of digital video’s growth
TRANSCRIPT
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Multi-Screen Insights
An Overview Of Digital Video’s Growth
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Multi-Screen Insights
• Television still commands 93% of total video time – Majority of viewing is with Live TV– Young adults are spending less time with time-shifted content (-4% v. yag A18-34)– Record number of Blacks & Hispanics viewed TV in 4Q14– Television is preferred video viewing platform among young and old (84% of total video time is
spent with the TV among A18-24)
• More consumers are sampling video on smartphones (+20%)– True across all ethnic segments– A35-49 are spending significantly more time with mobile video (+40% v yag)– App/web usage is up 13% , driven primarily by A35+
• Multimedia device usage has jumped 47% with usage highest among A18-34– OTT penetration continues to climb – nearing 19%
• Video Game Usage is pretty much on par – down slightly 1%– Time spent is up 5%– Blacks and Hispanics have experienced a surge among A65+ in time spent v yag
• Mobile video v. TV– Television still commands practically 9 out of 10 video viewing minutes while mobile remains
nominal…nearing 15% among A18-24
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With The Proliferation of Various Mobile Devices, How Are Consumers Viewing Content?
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Television Still Commands Half (49%) of Consumers Total Media Time On a Daily Basis
Avg Time Spent Per Day (Hrs: Min) Among P18+
4:51
0:33
2:43
1:06
0:130:09 0:07
1:25Live TV
Watching Time-shifted TV
AM/FM Radio
Internet Usage/Computer
Game Console
DVD/Blue-Ray
Multimedia Device
Using Smartphone
Source: Nielsen Cross Platform Report 4Q14,P18+
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…and Majority Of Their Viewing Continues To BeWith Live Television
Time Spent Per Day (Hrs:Min) Among P18+
Source: Nielsen Cross Platform Report 4Q14,P18+;
4Q14 4Q13 4Q120:33 0:32 0:27
4:51 5:04 5:10 Live TVTimeshifted
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P2+ CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+
5% 5%
-1%
-4% -4%
7% 7%
14%
% Change in Time Spent Watching Time-shifted TV v. YAG
Young Adults Are Spending Less Time With Time-shifted TV While Adults 65+ Are Up Considerably
Source: Nielsen Total Audience Report 4Q14; % change in Monthly time time with timeshifted TV
Highest Time Spent Level To Date
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Drilling Down To Main Video Devices, How MuchVideo Content is Consumed On Each Platform?
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TV Still Commands 93% of Total Video Time
Watching Video on Internet
Watching
TelevisionWatching Video
on a Smartphone
Monthly by Device
149:14 10:29 1:42
Source: Nielsen Total Audience Report 4Q14 v yag;Total video= TV+comp+smartphone
P2+: Time Spent Hrs:min
P2+:# of Viewers
v. YAG
285 Million
-0.56%
146 Million
-4.2%
122 Million
+19.8%
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In Fact, A Record Number of Blacks and Hispanics Viewed Video On The Television In 4Q14
Number of Users P2+ (OOO)/ Monthly
Black
Hispanic
36,981
47,276
37,412
48,416
37,761
48,7044Q144Q134Q12
Source: Nielsen Total Audience report 4Q14 v yag,
4Q13 4Q14 % ChangeHispanic 123:25 121:11 -2%
Black 218.01 206:39 -5%
Time Spent/ Monthly (Hrs:min)
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P18-49 P25-54 P18-34
128:39 145:21110:09
13:4312:44
15:13
2:001:38
2:21
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
Among Key Advertiser Targets, Television Commands Practically 9 out of 10 Total Video Minutes
89% 91% 86%TV Share Of Total Video
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
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CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+
102:45 84:17 95:01 120:52 149:02191:04
223:125:265:38
15:5814:45
12:16
8:535:03
2:541:56
1:341:04
0:27
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
…and Captures Majority Of Total Video Time Among Both Young and Old
95% 94% 84% 88% 92% 95% 98%TV Share Of TotalVideo Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
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T12-17 M12-17 F12-17 A18-24 M18-24 F18-24
84:17 83:27 85:08 95:01 90:33 99:36
5:38 6:24 4:4915:58 18:58 12:342:54 3:17 2:06
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
Even Among Teens & Young Adults, Television Remains The Dominant Viewing Platform
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State of Mobile Video?
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Total Black Hispanic Asian
20%18%
11%13%
% Change # of Users P2+ (OOO) Viewing Video on Smartphone/Monthly v YAG
More and More Consumers Continue To Sample Video On Smartphones - Up 20%
Source: Nielsen Total Audience Report 4Q14
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P2+ A18-24 A25-34 A35-49 A50-65 A65+
22% 29% 23%40%
13%
-33%
% Change In Time Spent With Video on SmartphoneMonthly v YAG
…and Spend Significantly More Time With Video On Their Phones, Especially Adults 35-49
Source: Nielsen Total Audience Report 4Q14
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What Is Driving Mobile’s Growth?
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A18-24 A25-34 A35-49 A50-65 A65+
14%
25%
36% 35% 32%
% Change In App/Web Usage On Smartphone by Age
Monthly v YAG
More & More Consumers Are Using Apps/Web On Their Smartphones; Greatest Increase Seen Among Adults 35+
Source: Nielsen Total Audience Report 4Q14
Total Black Hispanic Asian
13%15%
9% 9%
% Change In # of P2+ Using Smartphone App/Web By Ethnic-
ity P2+Monthly v YAG
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In Fact, App/Web Usage Is At Its Highest Level To Date
Source: Nielsen Total Audience Report 4Q14
4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14
110,916 121,750
132,235 139,136 144,320 148,983 157,092 162,798 163,573
# of P2+ (OOO) Using Smartphone App/Web Monthly v YAG
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As Content is Being Delivered Via Various Delivery Methods, What is the State Of Over-The-Top Today?
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Source: Nielsen NPM
Over-The-Top Penetration Continues To Steadily Rise,Nears 19%
Feb'14
Marc
h'14
Apr'14
May
'14
June'14
July'
14
Aug'14
Sep'14
Oct'14
Nov'14
Dec'14
Jan'15
Feb'15
14.9 15.4 16.3 16.4 16.7 17.1 17.6 18.1 18.1 18.1 17.8 18.6 18.9
OTT Devices
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Usage Of Multimedia Devices Has Jumped 47%; Time Spent Has Practically Doubled
Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,
google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital
cameras) that are connected to home TV set
Number of P2+ (OOO) Using Multimedia Device
4Q13 4Q14
29,044
42,693
4Q13 4Q14
1:59
3:38
Time Spent P2+Using Multimedia Device/Monthly
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P2+ CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+
3:38 3:57
2:24
5:596:24
4:11
2:071:40
Time Spent with Multimedia Devices/Monthly
Multimedia Device Usage Averages Over 3 Hours Per Month Among P2+; Highest Among Young Adults A18-34
Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,
google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital
cameras) that are connected to home TV set
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Drilling Down To Ethnic Segments: Usage Has Increased Significantly, Especially Among Blacks
Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,
google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital
cameras) that are connected to home TV set
4Q13 4Q14 % ChangeBlack 2,071 4,125 +99%
Hispanic 4,253 5,467 +29%
Asian 3,571 5,078 +42%
Number of P2+ (OOO) Using Multimedia Device
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…and Skews a Little Older Among Blacks & Asians – Higher Time Spent Among A25-49
Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,
google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital
cameras) that are connected to home TV set
Time Spent (HRS:MIN) Using Multimedia Device
CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+
Black 2:19 2:00 3:13 4:13 3:31 1:38 0:56
Hispanic 2:06 1:20 3:15 3:57 2:07 0:56 0:33
Asian 7:47 4:19 7:59 11:56 9:44 6:43 9:16
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What About Video Game Usage?
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Number of Consumers Using Video Game Consoles is Down a Slight 1% But Time Spent is Up 5%
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
4Q13 4Q14 +/-# of Video Game Users 97,667 97,090 -1%P2+
Time Spent/ Monthly 7:54 8:19 +5%P2+ (Hrs:Min)
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Video Game Usage is Driven by A18-24 & A65+; Blacks & Hispanics Experienced a Considerable Uptick Among A65+
Source: Nielsen Total Audience Report 4Q14
TOTAL BLACK HISPANIC ASIAN
CH2-11 2% -11% -1% -8%
T12-17 5% 3% 14% 28%
A18-24 16% -14% 24% -1%
A25-34 12% -9% 11% 41%
A35-49 0% 18% 20% -1%
A50-64 -18% -23% -13% 64%
A65+ 15% 29% 65% -41%
% Change in Time Spent Monthly Using Video Game Console v. yag
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Lets Put It All Into Perspective…
With All The Various Mobile Devices AvailableToday, Television Still Commands The Lion ShareOf Video Viewing…
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TV Commands Practically 9 out of 10 Total Minutes of Video Viewing; Mobile Video Still Only Represents A Nominal Share
Share of Total Monthly Video Time Spent by Device
Source: Nielsen Total Audience report 4Q14, Total
video=TV; internet video and mobile video
CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+
Video on Smart-phone
NaN NaN 0.02 0.01 0.01 0.01 0
Video On Inter-net
0.05 0.06 0.14 0.11 0.07 0.04 0.02
TV 0.95 0.94 0.84 0.88 0.92 0.95 0.98
Video on Smartphone Video On Internet TV
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Drilling Down To Ethnic Segments: More Black and Hispanic Consumers Tune To Television and Video On Smartphones
Watching Traditional Television* v. YAG
Watching Video on Computer v. YAG
Video on Smartphone v. YAG
Black Hispanic
Gain/Loss Of Users P2+ 4Q14 v 4Q13
+349,000 +288,000
Asian
-55,000
+457,000 -2,123,000 -232,000
+2,616,000
+2,214,000
+848,000
Source: Nielsen Total Audience report 4Q14v yag
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HH P2-11 P12-17 P18-34 P35-49 P50-64 P65+
99.7%99.5%
98.9%
98.1%
99.2%99.5% 99.5%99.6%
99.3%
98.7%
98.0%
99.0%
99.4%99.6%
Total Day TV Reach %
13/14 14/15
Source: Nielsen Npower for Total Day. Hut/PUT’s; nov’14-jan’15 v yag
Overall, TV’s Reach Is Still at 98-99% Across The Board