VIMNINSIGHTS.VIACOM.COM
@VIMNINSIGHTS
[TV RE DEFINED]
1
SIMONE REITBAUER
HEAD OF RESEARCH & INSIGHTS
AMSTERDAM, 15. SEPTEMBER 2015
TELEVISION USED TO BE
ONE DEVICE, ONE SOURCE
NOW IT’S MULTIPLE DEVICES
AND MULTIPLE SOURCES
2
TELEVISION USED TO
FIT WITHIN A FORMULAIC AND
LIMITED SYSTEM
NOW IT IS UNLIMITED IN
ITS CREATIVITY
3
63%agree that
“TV content has never
been this
good”
4
DEVICES, SOURCES – AND THE CONTENT ITSELF
5
WE NEED TO REOUR UNDERSTANDING OF TV
[DEFINE]
7
HOW THEY
ARE WATCHING
TELEVISION
AND
HOW THEIR
HABITS AROUND
TELEVISION ARE
EVOLVING
HOW
VIEWERS ARE
DISCOVERING
NEW SHOWS
8WE SET OUT TO EXPLORE VIEWERS’ EXPERIENCE
WITH FULL-LENGTH TV SHOWS
7,700 VIEWERS AGED 12-34
20,575 VIEWING MOMENTS
14 COUNTRIES
ONLINE POPULATION
Brazil, Mexico, Indonesia, Philippines, Australia, Malaysia, Singapore, Russia, Germany, UK, Italy, Poland, Netherlands and Sweden
9
SUPPORTED BY IN-DEPTH INTERVIEWS10
11
A RE-DEFINED WORLD OF DEVICES
100%TV SET/ SMART TV
COMPUTER/LAPTOP
DVD PLAYER
12
S4b. Which, if any, of these devices do you own and which do you personally use? (Owned or used); Base: 550 viewers aged 12-34 [NL]
97%
86%
65%
64%
iPOD TOUCH
56%
42%
33%
19%
SMARTPHONE
VIDEO GAMES CONSOLE
SMART TV
TABLET
PORTABLE GAMES CONSOLE
DEVICES OWNED OR USED
BROAD MULTIPLATFORM USAGE EVERYWHERE
99%TV SET
COMPUTER/LAPTOP
14
S4b. Which, if any, of these devices do you own and which do you personally use? (Owned or used); Base: 7,700 viewers aged 12-34 across all markets
93%
81%
52%
30%
SMARTPHONE
SMART TV
TABLET
S4b. Which, if any, of these devices do you own and which do you personally use? & A1. How often, if at all, do you watch full-length TV shows via each of these?
Base: 7,700 viewers aged 12-34 across all markets
In the
Netherlands,
6 Average
#DEVICESused to watch
TV shows
5 Average
#SOURCESused to access
VIEWERS INDEED HAVE INCREASED ACCESS
DEFINING DEVICES:
TV SET
TABLET
SMARTPHONE
COMPUTER
LAPTOP
GAMING CONSOLE
STREAMING DEVICE (EG. ROKU)
SMART TV
IPOD TOUCH
DVD PLAYER
DEFINING SOURCES:
LINEAR TV
VOD FROM TV PROVIDER
DVR
SUBSCRIPTION VOD (EG. NETFLIX)
DL TO OWN (EG. ITUNES)
FREE VIDEO SITES (EG. YOUTUBE)
WEBSITES/APPS FROM TV CHANNELS
TORRENT SITES
15
16
NUMBER OF DEVICES SIMILAR ACROSS COUNTRIES
6Mexico
5Brazil
6UK
6Sweden
6Germany
6Italy
5Poland6
N’lands
5Russia
Devices
5Philippines5
Malaysia6Singapore
4Indonesia
6Australia
AMONG ONLINE
USERS AGED 12-34
IN EACH COUNTRY
16
S4b. Which, if any, of these devices do you own and which do you personally use?; Base: 7,700 viewers aged 12-34 across all markets
17
AMONG ONLINE
USERS AGED 12-34
NUMBER OF SOURCES SIMILAR ACROSS COUNTRIES17
A1. How often, if at all, do you watch full-length TV shows via each of these? Base: 7,700 viewers aged 12-34 across all markets
5N’lands
Sources
5Mexico
5Brazil
5Russia
6Philippines5
Malaysia5Singapore
5Indonesia
5Australia
IN EACH COUNTRY
6UK
5Sweden
5Germany
5Italy
5Poland
18
AMONG ONLINE
USERS AGED 12-34
NUMBER OF SOURCES SIMILAR ACROSS COUNTRIES18
A1. How often, if at all, do you watch full-length TV shows via each of these? (Ever); Base: 550 viewers aged 12-34 [NL]
99%REGULAR TV
YOUTUBE (AND SIMILAR FREE SERVICES) 90%
70%
59%
WEBSITES/APPS FROM TV CHANNELS
DVR
47%VOD
41%TORRENTS
39%SVOD
24%iTUNES, GOOGLEPLAY (AND SIMILAR ONLINE SERVICES)
19
AMONG ONLINE
USERS AGED 12-34
NUMBER OF SOURCES SIMILAR ACROSS COUNTRIES19
A1. How often, if at all, do you watch full-length TV shows via each of these? (Ever); Base: 7,700 viewers aged 12-34 across all markets
97%REGULAR TV
72%WEBSITES/APPS FROM TV CHANNELS
47%TORRENTS
49%SVOD
21
SO WHAT
REVIEWING?
[DEFINES]
S4b. Which, if any, of these devices do you own and which do you personally use? & S5. During a typical day, how many hours in total do you spend watching TV shows on any device or from any source?
Base: 7,700 viewers aged 12-34 across all markets
DEVICES DO NOT DRIVE VIEWING, THEY ARE SIMPLY THE
ROUTE TO CONTENT
3
4
5
6
7
2,5 3 3,5 4
Average number of hours watching ‘TV’ via any source
Ave
rag
e n
um
be
r o
f d
evic
es
DEVICES VS. WATCHING
NO
CORRELATION
Australia
GermanyNetherlands
Singapore
Mexico
Sweden
Poland
Malaysia
Russia
Indonesia
Brazil
Philippines
Italy
UK
22
hrs
SOURCES DRIVE VIEWING
3
4
5
6
7
2,5 3 3,5 4
SOURCES VS. WATCHING
CLEAR
CORRELATIONMexico
Sweden
Malaysia
Russia
Indonesia Brazil
Philippines
UK
23
A1. How often, if at all, do you watch full-length TV shows via each of these? & S5. During a typical day, how many hours in total do you spend watching TV shows on any device or from any source?
Base: 7,700 viewers aged 12-34 across all markets
hrs
Average number of hours watching ‘TV’ via any source
Ave
rag
e n
um
be
r o
f so
urc
es
Germany
Poland
Netherlands
SingaporeAustralia
Italy
47%agree that
“having more ways
of accessing TV shows
helps me try
more shows”
60%“Compared to a
few years ago, I
watch TV from
more sources
(e.g. websites,
apps, down-
loads).
MORE
SOURCESINCREASED
ENGAGEMENT
GREAT
CONTENT
A8. How much do you agree or disagree with these statements? Base: 550 viewers aged 12-34 [NL]
INCREASED ACCESS TO GREAT CONTENT HEIGHTENS ENGAGEMENT
25
THINGS HAVE
CHANGED…QUICKLY
26
72%
26%
25%
37%
“I’VE USED THIS SOURCE FOR LESS THAN 1 YEAR”
A3. Please tell us how long you have been using each of these to watch full-length TV shows? Base: 550 viewers aged 12-34 [NL]
12%
VOD
TV CHANNEL’S APP/WEBSITE
SVOD
DVR
YOUTUBE (or similar)
27
“VIA THIS SOURCE, I WATCH AT LEAST WEEKLY”
A1. How often, if at all, do you watch full-length TV shows via each of these? (At least once a week); Base: 550 viewers aged 12-34 [NL]
REGULAR
TV
96%
VOD
DVR
SVOD
TV CHANNEL’S APP/WEBSITE
YOUTUBE (or similar)
26%
36%
40%
27%
70%
28
3 STEPS TO COMMITTING TO NEW CONTENT
1.
FIRST COME
ACROSS
2.
REINFORCEMENT
3.
CONFIRM
INTEREST
29
CAME ACROSS SHOW ON TV (25%)
WORD OF MOUTH (25%)
TV PROMOS (19%)
LOOKED FOR IT ONLINE (33%)
WORD OF MOUTH(22%)
LOOKED FOR IT ON TV (30%) CAME ACROSS SHOW ONTV(29%)
TV PROMO (29%)
WORD OF MOUTH (30%)
F2. How did you first come across _____________ [NAME OF SHOW]? & F3a. What, if anything, did you do to find out more about this show? Base: 1,100 shows discovered by 550 viewers aged 12-34 [NL];
F8a. Who or what in particular made you so interested to watch it? Base: New shows “really interested in” by 450 viewers aged 12-34 [NL]
31
FULL OF…
COMEDY SHOWSDRAMA SERIES
NEWS & CURRENT AFFAIRS
OBSERVATIONAL REALITY
ANIMATION SHOWS
COMPETITION SHOWS
OTHERS
32
THE PAST 24 HRS
33
THE PAST 24 HRS 1,252 FULL-LENGTH SHOWS WERE WATCHED VIA…
SMARTPHONE
TABLET
OTHERS
TELEVISION SET 91%
LAP-
TOP
PC
VOD
DVR
iTUNES OR SIMILAR
TORRENTS
OTHERS
P5a/P6a. On which device/in which of these ways did you watch? Base: 1,252 shows watched by 550 viewers aged 12-34 [NL]
LINEAR TV 74% S-
VOD
YOUTUBE OR SIMILAR
TV CHANNEL
WEBSITE, APP
P5a. In which of these ways did you watch it [the TV show]? Base: 1,252 viewing occasions among 550 viewers aged 12-34 [NL]
65%of viewers watched
only linear TV 12% watched only
secondary sources
23%watched a
mix of linear TV and
secondary
sources
TV VIEWING DIARY
34
LINEAR TV STILL DOMINATES VIEWING
MOST PEOPLE’S VIEWING
JOURNEYS START WITH
LINEAR TV77%of viewers in the Netherlands
start sessions with regular TV
vs. 70% globally
“This is my system. I begin with normal TV and then flick
through channels and stop when I see something
I want to watch.” MARCELO, 31
“I start with the TV guide to see what’s on and if I like
anything I will watch it. That’s how it always starts…”
LIZZY, 18
A6a. Under which circumstances are you likely to use each of these to watch full-length TV shows? Base: 550 viewers aged 12-34 (NL)
35
THE
WHYBEHIND
36
63%“I enjoy watching
regular TV because I don’t have to think too
hard about what to watch,
I just come across great shows on
channels I love.”
A9. How much would you say you agree or disagree with these statements? Base: 550 viewers aged 12-34 [NL]
38
Based on content availability:
ease of use, convenience
LINEAR TV
CHANNEL WEB-SITE/APP, DVR, VOD
SUBSCRIPTION
VOD(EG. NETFLIX)
FREE VIDEO SITES (EG. YOUTUBE)
DOWNLOAD
TO OWN(EG. ITUNES)
TORRENTS
GO-TO:
CATCH-UP:
Ritual & relaxation, comfort, ease of use,
discovery, immediacy
DIFFERENT SOURCES FULFILL DIFFERENT ROLES
a6b. Most likely to use when you have missed a recently aired TV show and watch to catch-up? Base: 397 viewers aged 12-34 (NL), all who ever do this
39
AND WHEN YOU MISSED AN EPISODE?
WHAT I AM MOST LIKELY TO USE WHEN MISSED A
RECENTLY AIRED SHOW AND WATCH TO CATCH-UP
40
Based on content availability:
ease of use, convenience
Unique content engagement experience,
often older libraries (less catch-up)
Subpar viewing experience,
better options available
LINEAR TV
CHANNEL WEB-SITE/APP, DVR, VOD
SUBSCRIPTION
VOD(EG. NETFLIX)
FREE VIDEO SITES (EG. YOUTUBE)
DOWNLOAD
TO OWN(EG. ITUNES)
TORRENTS
GO-TO:
CATCH-UP:
MARATHONING:
FREE TRIAL:
OCCASIONAL TREAT:
LAST RESORT: Driven by restricted/unavailable content
Small but engaged viewership
Ritual & relaxation, comfort, ease of use,
discovery, immediacy
DIFFERENT SOURCES FULFILL DIFFERENT ROLES
21%
64%
23%
HOW DUTCH VIEWERS DEFINE
CONVENIENCE
SERVING THE “WHEN” IS KEY
Watch WHEN
I want – when an
episode is first shown
on TV, later in the
day, a few days
later,
weeks later
Watch WHERE
I want – at home,
work/school,
traveling, etc.
Watch HOW
I want – on my TV,
smartphone,
computer,
tablet, etc
WHERE
WHEN
HOW
43
A14. What does convenience mean to you when it comes to watching TV shows? Base: 550 viewers aged 12-34 [NL]
44
SUMMING UP
1.
LINEAR TV IS STILL
DOMINANT SOURCE
STRONG DAILY REACH
LOOK FOR OPPORTUNITIES
WITHIN AD-FREE SPACE
45
2.
TV SET IS
MAIN SCREEN –
NEXT TO COMPUTER,
TABLET, SMARTPHONE
OPTIMIZE CONTENT AND
COMMUNICATION
FOR ALL
DEVICES
3.
COMPLEMENTING
SOURCES PROMOTE
VIEWING DURATION
CONTENT AVAILABILITY ON
SECONDARY SOURCES
MEASUREMENT OF
FULL RANGE4.
WOM DRIVES
CONTENT VIEWING
ENGAGE VIEWERS VIA
CONVERSATION-WORTHY
CONTENT AND
MARKETING
5.
EMBRACE
THE “WHEN” – IT’S THEIR
EXPECTATION
CONTENT LIBRARY IS KEY,
KEEP RESTRICTIONS
TO MINIMUM
46
TV RE[DEFINED]IT’S TV ON THEIR
OWN TERMS“I like being able to choose
what I want to watch and
the time I watch it”MARCELO, 31, BRAZIL
THANK YOU
49
@VIMNInsightsVIMNinsights.viacom.com
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