Created by Tania Yuki and Andres Palmiter Blurring the Landscape: How TV is Merging Digital and...
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Transcript of Created by Tania Yuki and Andres Palmiter Blurring the Landscape: How TV is Merging Digital and...
Created by Tania Yuki and Andres Palmiter
Blurring the Landscape: How TV is Merging Digital and Traditional Media
3© comScore, Inc. Proprietary and Confidential.
Agenda
– Meet the new TV audience
Changing the angle of vision: Cross platform as connected channels, and behaviors
Cord cutting and connected devices
4© comScore, Inc. Proprietary and Confidential.
How the new TV audience tunes in: by platform
TV-Only Viewers70%Online-Only TV Viewers
6%
Cross Platform Viewers
24%
5© comScore, Inc. Proprietary and Confidential.
Platform viewing by age:
35-49
25-34
18-24
75%
55%
TV Only 57%
20%
36%
TV + Online 35%
5%
9%
Online 8%
6© comScore, Inc. Proprietary and Confidential.
This is not a platform war:
Drama 42%
Q24. For each type of show, please select whether you prefer to see it Online or on TV.
Base sizes:Both TV/Online= 502
News/ Information51%
Reality TV45%
TV
Online
Comedy43%
No preference
Sports51%
Celebrity/ Entertainment
47%
Lifestyle/ Home51%
7© comScore, Inc. Proprietary and Confidential.
The balancing act, instead, is between:Freedom in space and time vs timeliness and quality
Overall viewing experience 65%
View the show as soon as it is released71%
Picture Quality77%
Interference from commercials – 64%
Watch the show on my own time – 79%
Watch the show wherever I want – 80%
Ability to stop and play the show when I want – 73%
Overall convenience – 65%
Sound Quality75%
Q23. We would now like to compare the viewing of original shows Online and on TV. For each attribute below, please select whether Online or TV is better.
Base sizes:Both TV/Online= 502
OnlineTV
Ability to easily find what I want to watch – 63%
Ability to discover programs that are relevant to me – 61%
8© comScore, Inc. Proprietary and Confidential.
TV Only viewers compared with Cross Platform Viewers
9© comScore, Inc. Proprietary and Confidential.
Missed episodes and convenience – not ad avoidance – were the main reasons for watching TV online among Cross Platform viewers
Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply.Base sizes:
Total=617Online Only= 115
Both TV/Online= 502
10© comScore, Inc. Proprietary and Confidential.
For DVR/TiVo viewers, time shifting was for main motive… for online and VOD viewers, watching on one’s own schedule was the key motive
Q6. What are the main reasons why you watch Video On Demand and DVR/TiVo and Online? Check all that apply.
Reasons for watching VOD or DVR/TiVO or Online
Base sizes:Total= 1007
TV Only= 527Online Only= 97
Both TV/Online= 383
A A
AB
11© comScore, Inc. Proprietary and Confidential.
How the audiences for original TV programming tune in: live vs time shifted
Which one of the following best describes how you typically watch original TV series?
12© comScore, Inc. Proprietary and Confidential.
What this looks like across age groups:
Which one of the following best describes how you typically watch original TV series?
13© comScore, Inc. Proprietary and Confidential.
Live64%Video on
Demand6%
DVR/ TiVO16%
Online11%
Other3%
Base size:Total= 2054
Q5. What percent of the time do you use the following methods to watch original TV series?
Live and time shifted viewing by time spent
14© comScore, Inc. Proprietary and Confidential.
Ways of viewing are also changing…and can drive discovery mid season
15© comScore, Inc. Proprietary and Confidential.
The new TV audience
– Changing the angle of vision: Cross platform as connected channels, and behaviors
Cord cutting and connected devices
16© comScore, Inc. Proprietary and Confidential.
"Numerous small things connected together generate enormous power." Kevin Kelly
Q25. Through which of the following methods did you hear about your favorite original TV show? Check all that apply.Base sizes:Total= 2053
TV Only= 1456Online Only= 115
Both TV/Online= 502
Sources for hearing about TV shows
17© comScore, Inc. Proprietary and Confidential.
Online discovery can even drive TV viewing
Q28. After you first watched your favorite show online, did you continue to watch it online or on TV, or both?
Channel used to continue watching shows that were first discovered Online
Base sizes:Total= 760
TV Only= 255Online Only= 103
Both TV/Online= 402
18© comScore, Inc. Proprietary and Confidential.
Online discovery is impactful for all kinds of viewers -whether they watch online or not
Q27. If you had not seen your favorite show online first, do you think you would have discovered that show on TV?
Total
Yes, I would have discovered it on TV,
if I had not first seen it online
67%
No, I would not have discovered it
on TV and prob. missed the show
33%
TV Only [A]
80%
20%
Online Only [B]
47%
53%
Both TV/Online [C]
64%
36%
• Question posed: If you had not seen your favorite show online first, do you think you would have discovered that show on TV?
Base sizes:Total= 760
TV Only= 255Online Only= 103
Both TV/Online= 402
19© comScore, Inc. Proprietary and Confidential.
The new TV audience
The financial benefits of cross platform
– Cord cutting and connected devices
20© comScore, Inc. Proprietary and Confidential.
Devices. Which, if any, of these devices do you own ?Base sizes:Total= 2053
TV Only= 1456Online Only= 115
Both TV/Online= 502
Which, if any, of these devices do you own ?
Connected Devices – a growing demographic
21© comScore, Inc. Proprietary and Confidential.
Devices. Which, if any, of these devices do you own ?Base sizes:Total= 2053
TV Only= 1456Online Only= 115
Both TV/Online= 502
Which, if any, of these devices do you own ?
Connected Devices – a growing demographic
22© comScore, Inc. Proprietary and Confidential.
Connected Devices – still subscribe to premium channels
Base sizes:Total= 2053
TV Only= 1456Online Only= 115
Both TV/Online= 502
Which of the following premium channels do you subscribe to?
Devices. Which, if any, of these devices do you own ?
PremChannel. Which of the following premium channels do you subscribe to ?
23© comScore, Inc. Proprietary and Confidential.
In closing
TV remains the platform of choice, but audiences are increasingly connected and platform agnostic in their discovery and behavior around original TV content
Convenience and catch-up – not ad avoidance – are the key motivators of cross platform viewing– We are leaving money on the table when it comes to advertising against
original TV online
In a world with connected devices…
content is still king