Home Sweet Digital Home - t2󀦠· Roku Chromecast AppleTV Average Gigabytes Received per...

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Home Sweet Digital Home

Mike Rich, Susan Engleson & Angela Bryant

June 7, 2016

© comScore, Inc. Proprietary. 2© comScore, Inc. Proprietary.

1. comScore’s Total Home measurement approach

2. Today’s Home Device Ecosystem

3. Share Battle Pt 1: Operating Systems

4. Share Battle Pt 2: Game Consoles

5. Streaming Devices & Cord Cutters/Nevers

Agenda

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Level I

Devices:

Device presence & usage

(e.g. Samsung Galaxy Tab & Xbox

One)

Level II

Apps & Entities:

Services used on a

device

(e.g. Facebook on Tablet or

Netflix on Roku.)

Level III

Event Level:

What is being done

within the app/entity

(e.g. signing up for a credit

card, watching Game of

Thrones via HBOGO on a

smartphone)

Evolution of Total Home Solution Offerings

Today’s discussion

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Handheld Devices:

iPod Touch,

Nintendo 3DS

Game Consoles:

Xbox, PlayStation

Blu-ray Players

Smart TVs/Wi-fiEnabled Set-top

Boxes (Cable/Satellite)

Activity is Captured from Connected Devices, Such As:

PC:

Laptops, Desktops

Streaming Stick:

Chromecast, Fire

TV Stick

IoT & Other

DevicesMobile:

Phone, Tablet(All ages, not only 18+)

OTT:

Roku, Apple TV

Wearables:

Apple Watch

In DevelopmentLegacy

Measurement

Additional Total Home Measurement

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Understand SHARE OF CONSUMPTION by device,

HOW DEVICES ARE USED, & how demographics &

dayparts influence DEVICE USE.

Am I Winning the Household?

Leverage UNPARALLELED ACCESS to the most

complete, connected device insights for CUSTOM

ANALYSIS that delivers an UNFILTERED VIEW into

device consumption in the HH.

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The Total Home Panel, Today

Installed in 3,600+ homes

Collecting data on 19,000+ devices daily

Geographically distributed throughout the US

Universe: Homes with a WiFi Router

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What does the device

ecosystem look like today?

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9.8

5.04

6.88

10.5

18.8

Average 1 2 3 4+

Average Number of Active Devices per Household

Household Size

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97%91%

71%

39%32%

18% 16% 15%8%

PC/Mac Phone Tablet Streaming Device Gaming Console Handheld (e.g. iPodTouch)

SmartTV DVR/SetTopBox Internet Blu-rayPlayer

Household Penetration

Source: comScore Total Home Panel Custom Analysis, March 2016

Today’s households have a wide variety of devices

connecting to the Internet…

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95%91%

66%

35% 35%

20%

12% 12%8%

100%

91%

77%

44%

29%

16%18% 20%

9%

PC/Mac Phone Tablet Streaming Device Gaming Console Handheld (e.g. iPodTouch)

DVR/SetTopBox SmartTV Internet Blu-rayPlayer

Device Penetration by Household Income

<$75k $75k or Greater

Source: comScore Total Home Panel Custom Analysis, March 2016

…but this differs depending on income

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0

2

4

6

8

10

12

14

Single Adults Couples without Kids With 1+ Kids 12 and Under With 1+ Kids 18 and under

Avg. Devices per HH

+30%

+52%

+7%

Source: comScore Total Home Panel Custom Analysis, December 2015

Device counts increase considerably with the presence of

young children

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37%

28%

17%

5%

5%

3%2%

2%

1%

Share of Household Devices

Source: comScore Total Home Panel Custom Analysis, March 2016

The phone has

overtaken the PC

as the most

prevalent device in

the home

© comScore, Inc. Proprietary. 16Source: comScore Total Home Panel Custom Analysis, December 2015

Younger homes consume more on streaming and gaming

devices

21%

25%

35%

19%21%

14%

28%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Phone & Tablet Gaming Console Streaming Devices Computer

Consumption by Device by HoH Age

HOH <45 HOH 45+

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How does Brand Loyalty drive

device ownership & usage?

© comScore, Inc. Proprietary. 18Source: comScore Total Home Panel Custom Analysis, March 2016

The battle of the

Operating Systemsis extremely tight

32%

28%

25%

Other, 15%

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39%

21%

51%

33%

0%

10%

20%

30%

40%

50%

60%

iPad Mac

Device Penetration

Source: comScore Total Home Panel Custom Analysis, December 2015

Both Apple and Google drive loyalty within their mobile

ecosystem…

57%

49%

0%

10%

20%

30%

40%

50%

60%

Android Tablet

Device Penetration

Android Phone

Owners

iPhone Owners

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5%

12%

0%

2%

4%

6%

8%

10%

12%

14%

Apple TV

Device Penetration

Source: comScore Total Home Panel Custom Analysis, December 2015

…but on TV, Google is showing a better ability

to appeal to iPhone owners.

13%

9%

12%

9%

0%

2%

4%

6%

8%

10%

12%

14%

Chromecast Android OS TV Box (e.g.Fire TV)

Device Penetration

Android Phone

Owners

iPhone Owners

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32%of Households engage with a

GAMING CONSOLE

Source: comScore Total Home Panel Custom Analysis, March 2016

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31%

24%22% 22%

20%

15%

0%

5%

10%

15%

20%

25%

30%

35%

Playstation 3 Xbox 360 PlayStation 4 XBox One Wii U Wii

Percent of Gaming Households Using Device

comScore Total Home, 3 month average (Jan 2016 – March 2016)

Last gen consoles still drive significant engagement;

Current gen consoles are catching up

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0%

10%

20%

30%

40%

50%

60%

Cable Satellite Streaming Subscription

TV Service – Overall and Gaming Households

Average HH HHs with a Gaming Console

Gaming households are less likely to have cable and more

likely to have a streaming subscription

Source: comScore Total Home Panel Custom Analysis, December 2015

+25%

+8%

-10%

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0% 5% 10% 15% 20% 25% 30%

Xbox HHs with PlayStations

Xbox HHs with Nintendos

PlayStation HHs with Xbox

PlayStation HHs with Nintendo

Cross Ownership

Cross ownership of Gaming Consoles

Source: comScore Total Home Panel Custom Analysis, December 2015

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49%of Households use a

STREAMING BOX, smart TV,

or connected Blu-ray player.

*Streaming Devices include streaming boxes, smart TVs, and internet-connected Blu-ray players, etc.

Source: comScore Total Home Panel Custom Analysis, March 2016.

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0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM 1AM 2AM 3AM 4AM 5AM

Percent of Bytes Received (OTT, Smart TV and Blu-Ray) orPercent Minutes Watching Linear TV

Streaming Device

Linear TV

Streaming Activity Level Mirrors TV Watching

and Peaks during Primetime

Streaming data: Proof of concept data from the comScore Total Home Panel

TV data: Rentrak’s TV Essentials

Time Period: December 2015

8-9 p.m. marks the peak of streaming & TV activity.

© comScore, Inc. Proprietary. 27*Streaming is Streaming Device, Smart TV, and Internet Blue-ray player.

Source: comScore Total Home Panel Custom Analysis, December 2015

Streaming Activity in HHs without Children Peaks at 8PM.

In HHs with Children, it Peaks at 10PM.

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 5am

HHs with Children

Percent of Bytes Received on

Streaming, Smart TV, and Blu-Ray

Devices

HHs without Children

HHs without children stream

earlier in the evening…

HHs with children

see a spike after

school.

HHs with children stream

after the kids go to bed.

HHs with children do more

streaming in the morning and

less at dinner hour.

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71.5

142.2147.5

0

20

40

60

80

100

120

140

160

Average Monthly Data Consumption (GB)

MVPD but no Streaming MVPD with Streaming Cord Cutter/Never with Streaming

Source: comScore Total Home Panel Custom Analysis, December 2015

Cable/Sat subscribers who also have a streaming

subscription consume data like cord cutters/nevers

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63%of Households with a

STREAMING SUBSCRIPTION

use a STREAMING DEVICE

49%

*Streaming Devices include streaming boxes, smart TVs, and internet-connected Blu-ray players, etc.

Source: comScore Total Home Panel Custom Analysis, March 2016

of Households use a

STREAMING DEVICE

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-

10.0

20.0

30.0

40.0

50.0

60.0

Streaming Device Gaming Console Phone & Tablet

Monthly Data Usage by Device Category (GB)

Cable or Sat and StreamingSub

Cord Cutter/Never withStreaming Sub

Source: comScore Total Home Panel Custom Analysis, December 2015

Cord cutters/nevers rely heavily on streaming devices; Cable/sat subscribers lean towards consoles, phones and tablets

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49%

22%

16%

12%

Other, 1%

Source: comScore Total Home Panel Custom Analysis,, March 2016

Device Share Amongst Streaming Boxes/SticksRoku leads the

battle of the

streaming devices

but Amazon Fire

TV is an emerging

player

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45%

36%

20%

46%

22%20%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Roku Chromecast AppleTV

Penetration of Households with a Streaming Device

HoH <45

HoH 45+

Source: comScore Total Home Panel Custom Analysis, December 2015

Chromecast appeals to younger households

compared to Roku and Apple TV…

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94

23

42

0

10

20

30

40

50

60

70

80

90

100

Roku Chromecast AppleTV

Average Gigabytes Received per Household with a Streaming Device

Source: comScore Total Home Panel Custom Analysis, December 2015

…however Chromecast does not appear to be used as often

as Roku and Apple TV

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1. Although the average home has ten devices, the opportunity for growth is tremendous

among streaming, console and similar device types

2. The battle of the operating systems is extraordinarily tight, with Google in the lead

3. Streaming activity mirrors traditional Prime Time viewing

4. Homes with a Streaming & Cable/Sat subscription consume as much data as homes with

just a Streaming Subscription

5. Roku dominates Streaming Boxes/Sticks, but Amazon Fire TV may be gaining traction

Conclusions

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