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GfK Briefing to BASE SVOD Content Consumption Tracking© GfK 2015 | 1 GfK Briefing to BASE SVOD...
Transcript of GfK Briefing to BASE SVOD Content Consumption Tracking© GfK 2015 | 1 GfK Briefing to BASE SVOD...
© GfK 2015 | 1
GfK Briefing to BASE
SVOD Content Consumption Tracking
March 17th 2016
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Typically, 72% of the population watches something live or as
scheduled on the average day
72%
Source: BARB Daily reach, Live TV, All channels, 18yrs+, Q4, 2015
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A third of us will also watch something timeshifted/ recorded or from
some catch up options on their TV set (eg via Sky/Virgin set top box)
33%
Source: BARB Daily reach, Any timeshifted TV, All channels, 18yrs+, Q4, 2015
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14%
And 14% will watch something using an OTT SVOD service on
the average day
Source: GfK SVOD Content Consumption Tracker, Active Users, All SVOD services, UK, Q4, 2015, Average day
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Our viewing behaviours have changed
• There is so much choice we can’t remember
what’s on, when and on what channel
• We’ve the choice of live/scheduled programmes
and a multitude of options on demand
• We don’t even have to watch on the TV set any
longer
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The media industry is experiencing a revolution
6
TV audience figures are declining, and the sharpest drop is amongst
consumers aged between 4-15 and 16-34. It doesn't mean, though, that video
is dying. In fact, online video is growing: digital viewing already represents 10
per cent of total TV viewing in the UK and that is thanks to young consumers:
"Everyone is migrating from live TV in some degree: video subscriptions has
reached almost 5 million in the UK, with the dominance of Netflix".
Douglas McCabe, CEO, Enders Analysis
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What does this mean for TV
broadcasters, producers, platforms
and distributors?
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• What is the impact of new OTT subscription
video-on-demand services?
• Why do users sign up?
• What are viewers watching and how?
• Is this viewing cannibalising or adding to
traditional TV viewing?
• How are audiences using these services?
• How are these services impacting traditional
business models?
This presents a number of fundamental questions
‘a major milestone in the evolution of video
and home entertainment –
#NetflixEverywhere is as bold as it gets’ Tony Gunarsson, Ovum
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• A continuous measure of audience consumption on SVOD platforms in the UK and USA
• To track what audiences are watching at title level
• To provide additional measures of audience reaction, customer satisfaction and loyalty
• To plug the gap in understanding new ways in which audiences are consuming content
GfK’s SVOD content consumption tracking
study aims to answer some of these questions
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SVOD services in the UK have moved
from niche to mainstream
Source: SVOD – Universe Profiling for OTT Services 2015: 2015 online population – UK total (1,000), 16-34 (283); 2014 online population
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Netflix leads the way in the number of
continuous users
Source: SVOD – Universe Profiling for OTT Services 2015: 2015 online population – UK total (1,000), 16-34 (283); 2014 online population
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Access to more than one service is not
uncommon
Source: SVOD – Universe Profiling for OTT Services 2015: 2015 online population – UK total (1,000), 16-34 (283); 2014 online population
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Measuring audience consumption is not a
simple process!
Recruitment Survey
Profiling questions
Daily diary surveys
Programme/Platform
Codeframe
Coding
Platform validation
Universe profiling End of week
Survey data
Hierarchical dataset
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And this produces a big, hierarchical dataset
In the first 8 months in the UK…….
8,124 56,868 43,139 3,142,728 respondents Diaries completed Programme assets Total minutes
viewed
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Which also delivers some simple numbers
In the first 8 months…….
8,124 56,868 43,139 3,142,728 respondents Diaries completed Programme assets Total minutes
viewed
6:26
Average weekly viewing
per respondent
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What attracts people to SVOD services?
Question: EW1b – Main reason for signing up/using service
Base: SVOD users – Netflix (2,454), Amazon Prime (1,336), NOW TV (619)
To access back catalogue
of TV programmes
To watch original series
made by provider
To access back catalogue
of movies
To obtain free shipping
To access back catalogue
of movies
To access back catalogue
of TV programmes
To access catalogue of
new movie releases
Access provided via 3rd
party
Cheaper than Pay TV
subscription
Each service has a different ‘selling point’ – though access to content is
important for all
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How active are users?
81%
7.5
6:15hrs
64%
6.1
5:25hrs
63%
6.1
5:20hrs
Proportion of Active
Users (i.e. those who
use the service at least
once a week)
Average time spent
viewing service
content (per week)
Average number of
streams (per week)
Question: RS2 – SVOD services used, D1 – Whether any SVOD service used, D4a – SVOD service used; Programme stream information attributed from programme viewing
Base: SVOD users – Total Market (3,259), Netflix (2,454), Amazon Prime (1,336), NOW TV (619) (Q3 figures shown in brackets)
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If Netflix was a channel, how big would it be?
Source: GfK SVOD Tracker, Q4 2015: BARB Weekly reach amongst online adults aged 18yrs+, Q4, 2015
19%
In Quarter 4, 2015
Weekly reach of the UK
online population
6:15 Average minutes watched
per week
29% 18%
1:39 1:34
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What do they view?
69% 63% 56%
29% 35% 41%
2% 2% 3%
TV other
Movies
TV series
% of minutes
viewed
Base: Viewing events – Total market (12,185), Netflix (7,940), Amazon Prime (2,827), NOW TV (1,418) (Q3 figures shown in brackets)
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Title Rights Holder
Service Unique Viewers
(% of active user respondent base) % of Total Streams
Overall Content
Rating
Making a Murderer Netflix 6% 2.9% 9.1
Jessica Jones Netflix 5% 2.6% 9.0
Breaking Bad Sony 4% 2.2% 9.0
Orange is the New Black Netflix 4% 2.1% 8.7
The Man in the High Castle Amazon 5% 2.0% 8.3
Prison Break Fox 2% 1.5% 9.0
Sons of Anarchy Fox 2% 1.4% 8.8
House of Cards (US) Netflix 3% 1.3% 9.2
Marvel's Daredevil Netflix 2% 1.2% 8.6
Luther BBC Worldwide 2% 1.2% 9.1
24 Fox 2% 1.2% 8.9
How I Met Your Mother Fox 1% 1.1% 8.9
Pretty Little Liars Warner Bros 3% 1.1% 9.0
Once Upon a Time ABC Studios 2% 1.1% 9.1
Narcos Netflix 3% 1.1% 8.7
Buffy the Vampire Slayer Fox 1% 1.0% 8.5
The Walking Dead Fox 2% 0.9% 8.7
The Vampire Diaries Warner Bros 1% 0.9% 9.3
American Horror Story Fox 2% 0.9% 9.2
Criminal Minds ABC Studios 1% 0.9% 9.3
Base: SVOD active users – Total market (1,231); UK streams (10,224); UK minutes (525,882)
Top 20 Titles UK – All services
January 2016
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What do users think?
All adults 62% are satisfied with
the service (8-10
aggregate scores where 10
is very satisfied) 63% 72%
Question: EW5c – Using a scale of 1 to 10 where 10 means very satisfied and 1 means not at all satisfied, how satisfied are you with [SERVICE] as a video streaming service provider?
Base: SVOD users – Netflix (2,454), Amazon Prime (1,336), NOW TV (619)
Provides
good value
for money
Good range
& variety of
content
Adds new
titles
frequently
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What is the impact of OTT SVOD on
viewing behaviour?
16% 17% 16% 18% 24% 24%
30% 39%
15%
31% 28% 22% 22% 17% 16% 17% 12%
27%
Recordedcontent
Free catch upprovided bybroadcaster
On-Demandoffered as partof your Pay TV
package
Other contentviewed online
PPVmovies/events
Paid fordownloaded
contents
Live content DVD/Blu-raydisc
owned/rented
Total timewatching TV
Watchingmore
Watchingless
Question: EW10 – To what extent are you viewing/using any of the following now, compared to before you had access to a subscription video streaming service?
Base: SVOD users – Total market (3,259)
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What is the impact on purchase
behaviour?
16% 12% 23% 22% 27%
47% 51%
36%
18% 30%
21% 20% 18% 20%
36%
14%
11%
9% 11% 6% 5%
Buy fewerDVDs
blu-rays
Cancelsubscription topostal rental
service
Purchase lessDTO content
Remove add-onpackages
from pay-TVsubscription
Cancelsubscriptionto premiumchannels
Cancel Pay TVservice
Changebroadband
internet provider
Have done
Definitely/probably will
Won't do
Question: EW12 – Which of the following have you done, or are likely to do in the future, as a result of your use of subscription video streaming services?
Base: SVOD users – Total market (3,259)
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4 key takeaways
Size matters – users sign up for flexible access to the libraries
of content, which they like to be updated frequently. Original
content is also a driver of sign up for Netflix
TV series are the overwhelming choice of viewers – recent
series with multiple episodes drive viewing and value more than
archive
Users are satisfied and churn is low, they are likely to reduce
their spending on other forms of paid for content as a result
SVOD content consumption is now a mainstream activity,
competing for a share of viewing but also adding to the total
time we spend viewing
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Thank You!
March 2016