INSIGHTS 2019 - AudienceProject · INSIGHTS 2019 Traditional TV, online video & streaming US UK Germany Denmark Sweden Norway Finland. 2 AudienceProject Insights 2019. 05 orialdit

INSIGHTS 2019Traditional TV, online

video & streaming

US

UK

Germany

Denmark

Sweden

Norway

Finland

AudienceProject Insights 20192

05 Editorial

07 Traditional TV

21 Online video

35 Streaming

55 About the study

CONTENTS

AudienceProject Insights 2019 3


EDITORIAL

Netflix increases its

domination of the

streaming market

Netflix increases the lead on the streaming

market and is now the top streaming service in

(almost) all countries

Netflix keeps strengthening its position as the go-to platform when people want to catch up with the latest series and movies. In all coun-tries surveyed, the number of people watching Netflix has increased since last year and it is now the number one streaming service in all countries - except Finland where Yle Areena takes the lead.

Besides Yle Areena, the streaming services provided by the national public service broadcasters are generally doing well. Despite a slight decrease compared to last year, BBC iPlayer in the UK, DR TV in Den-mark, SVT Play in Sweden and NRK TV in Norway are the second most used streaming services. In the US and Germany, Amazon Prime Video takes the position as the runner up.

Netflix could, however, risk losing its leading position if they were to add commercials into its streaming service - as the company tested last summer. Up to two-thirds of the respondents claim that they would cancel their subscription if commercials were introduced. This clearly shows how both broadcasters and advertisers alike need to work hard to ensure that campaigns are relevant, once again highlighting the growing importance of targeting in advertising.

Rune Werliin

VP, Marketing & Professional Services @ AudienceProject



Traditional TV is still going strong – but mostly among the older

generations. The number of people watching traditional TV is

going down, with a third claiming to watch less TV compared

to last year. When they do, it is primarily at home in the evening

and often while using a second screen device.

TRADITIONAL TV


One fifth don’t watch traditional TV

[ How many watch traditional TV on a weekly basis? ]

Denmark

GermanyUKUS

Sweden Norway Finland

73%

26%

1%

73%watch

traditional TV

83%

16%

1%

83%

16%

1%

80%

19%

1%

82%

17%

0%

86%

14%

0%

83%watch

traditional TV

83%watch

traditional TV

watchtraditional TV

80%watch

traditional TV

82%watch

traditional TV

86%watch

traditional TV

Watch traditional TV

Don’t know?

Don’t watch traditional TV

72% 72%

26%

3%


A quarter don’t watch traditional TV on commercial channels

[ How many watch traditional TV on commercials channels on a weekly basis? ]

Denmark

GermanyUKUS


69%

31%

1%

69% 78%

22%

1%

70%

30%

1%

76%

24%

0%

77%

23%

0%

82%

18%

0%

78% 70%

76% 77% 82%watch traditional

TV on commercial channels

Watch traditional TV on

commercials channels

Don’t know?


on commercials channels

watch traditional TV on commercial

channels


channels


channels


channels


channels


channels

63% 63%

36%

1%


Older people most likely to watch traditional TV


46-5515-25 26-35 36-45 56+

US

UK

Germany

Denmark

Sweden

93%

82%

95%95%92%

96%92%

84%80%

92%89%

83%

89%

81%

70%

87%81%

71%69%

85%

72%

66%

76%

67%64%

72%

65%65%

76%72%

56%60%

Norway

Finland

39%

50%

88%


Drop in traditional TV watching in the US and DK


Denmark

Sweden

Norway

Finland

Germany

UK

US

86%

86%

82%

84%

80%

79%

78%

83%

80%

73%

83%

83%

N/A

2017 (Q2)

2018 (Q4)

72%



One third watch less traditional TV compared to last year

[ How much traditional TV do people watch compared to last year? ]

Denmark

Sweden

Norway

Finland

Germany

UK

US

38%

Watch less traditional

TV compared to last year

Watch the same amount of

traditional TV compared to last year

Watch more traditional

TV compared to last year

46% 15%

43% 49% 8%

33% 57% 10%

30% 65% 5%

31% 62% 6%

37% 58% 6%

37% 56% 7%


People primarily watch TV in the evening

[ When do people watch TV? ]

In the night

12 midnight - 6 am

US

UK

Germany

Denmark

Sweden

Norway

Finland

96%95%95%94%94%93%

88%

21%20%

25%26%

15%

31%

36%

25%

29%

22%

33%

25%

32%

44%

14%13%10%

12%14%15%

26%

In the evening

6 pm - 12 midnight

In the afternoon

12 noon - 6 pm

In the morning

6 am - 12 noon


People primarily watch TV at home

[ Where do people watch TV? ]

US

UK

Germany

Denmark

Sweden

Norway

Finland

On the roadAt home At work Public places

97%96%97%96%98%97%96%

3%6%6%

4%4%6%

12%

3%2%2%2%2%

6%

11%

5%5%8%

2%3%4%7%



Second screen devices are widely used

[ How many use other devices while watching TV on a monthly basis? ]

Denmark

GermanyUKUS


69%

30%

1%

69%use other devices while watching TV

63%

36%

1%

47%

49%

4%

69%

30%

2%

70%

28%

2%


N/A




N/A

Use other devices

while watching TV

Don’t know?

Don’t use other devices

while watching TV

Note: The questionnaire design related to the use of other devices while watching TV has changed since last year. Because of this, we cannot com-pare numbers from 2017 Q2 with numbers from 2018 Q4 on this matter.


The mobile is the preferred second screen device

[ Which devices do people use while watching TV? ]

Computer

Tablet

Mobile

Smartwatch

90%

91%

N/A

78%

N/A

79%

74%

4%

3%

N/A

2%

N/A

4%

5%

28%

33%

N/A

42%

N/A

44%

45%

39%

33%

N/A

37%

N/A

35%

49% US

UK

Germany

Denmark

Sweden

Norway

Finland


More than half are often using second screen devices

[ To what extent do people use other devices while watching TV? ]

Denmark

Sweden

Norway

Finland

Germany

UK

US

14%

Rarely use other devices

while watching TV

Reguarly use other devices

while watching TV

Often use other devices

while watching TV

30% 56%

18% 29% 53%

N/A

16% 21% 64%

24% 30% 46%

9% 34% 57%

N/A



Watching online videos is now almost as common as watching

traditional TV – and even more widespread among the younger

generations. Not surprisingly, the go-to platforms are YouTube

and Facebook, but the major local news sites are also widely

used.

ONLINE VIDEO


Three quarters watch online video

[ How many watch online video on a weekly basis? ]

Denmark

GermanyUKUS


85%

14%

1%

85%watch

online video

69%

30%

1%

65%

32%

3%

53%

43%

4%

64%

34%

1%

88%

12%

1%

77%

23%

1%

69%watch

online video

65%watch

online video

53%watch

online video

64%watch

online video

88%watch

online video

77%watch

online video

Watch online video

Don’t know?

Don’t watch online video


Younger people most likely to watch online video

[ How many watch online video on a weekly basis? ]

46-5515-25 26-35 36-45 56+

US

UK

Germany

Denmark

Sweden

50%

76%

57%

77%

49%

39%

50%

68%

83%

71%

87%

65%

55%60%

76%

90%

82%

91%

73%

56%

73%

85%88%

91%93%

84%

62%

79%

94%90%

96%98%

89%

62%

83%

Norway

Finland


One third watch more online video compared to last year

[ How much online video do people watch compared to last year? ]

Denmark

Sweden

Norway

Finland

Germany

UK

US

8%

Watch less online video

compared to last year

Watch the same amount of online

video compared to last year

Watch more online video


43% 49%

16% 49% 36%

16% 50% 34%

17% 60% 22%

13% 60% 28%

9% 61% 30%

14% 62% 25%


People replace traditional TV with online videos

[ How many watch less traditional TV and more online video compared to last year? ]

Denmark

GermanyUKUS


Watch less traditional TV


Watch less traditional TV and more

online video compared to last year

Watch more online video


49%38% 21% 36%43% 20% 34%33% 15%

22%30% 11% 28%31% 16% 30%37% 14% 25%37% 13%


The mobile is the preferred device for watching online video

[ Which devices do people use to watch online video? ]

TVComputer Tablet Mobile Video game console

US

UK

Germany

Denmark

Sweden

72

%

Norway

Finland

55

%

63

%

41

%

50

%

58

%

62

%

31

%

22

%

28

%25

%

28

%

35

%

36

%

56

% 52

%48

%

40

%

47

%41

%

55

%

12

%

14

%

16

%15

%

18

%

21

%

26

%

11

%6

%

15

%

8

%

9

%

14

%

21

%

3

%3

%

4

%3

%

4

%

11

%

13

%

Connected TV box


Top online video platforms in the US

[ Which platforms do Americans use to watch online video? ]

YouTube 90%

Facebook

Instagram

Twitter

Snapchat

CNN

Fox News

BBC

MSNBC

Vimeo

The New York Times

Twitch

Dailymotion

Other news sites

Other social media

60%

35%

21%

18%

17%

16%

12%

10%

9%

8%

8%

6%

6%

5%...

...

Note: The figures represent the platforms that are used by the ones who have watched online video within the last week


Top online video platforms in the UK

[ Which platforms do Britons use to watch online video? ]

YouTube 87%

Facebook

BBC

Instagram

Twitter

Snapchat

The Guardian

Sky News

Daily Mail

Twitch

Vimeo

Dailymotion

The Sun

Other news sites

Other social media

65%

44%

34%

23%

17%

12%

12%

10%

5%

5%

5%

5%

4%

3%...

...



Top online video platforms in Germany

[ Which platforms do Germans use to watch online video? ]

YouTube 90%

Facebook

Instagram

Spiegel

n-tv

Bild

Twitter

Focus

Snapchat

Welt

Twitch

Vimeo

Dailymotion

Other news sites

Other social media

51%

26%

12%

10%

9%

9%

8%

7%

6%

4%

4%

2%

6%

3%...

...



Top online video platforms in Denmark

[ Which platforms do Danes use to watch online video? ]

YouTube 82%

Facebook

DR

TV 2

Instagram

Snapchat

Ekstra Bladet

BT

Twitch

Twitter

Vimeo

Politiken

Dailymotion

Other news sites

Other social media

55%

30%

19%

18%

15%

10%

5%

4%

4%

3%

2%

1%

2%

1%...

...



Top online video platforms in Sweden

[ Which platforms do Swedes use to watch online video? ]

YouTube 84%

Facebook

Instagram

SVT

Aftonbladet

Snapchat

Expressen

Twitter

Twitch

Dagens Nyheter

Vimeo

Svenska Dagbladet

Dailymotion

Other news sites

Other social media

58%

41%

39%

29%

19%

16%

8%

5%

5%

4%

3%

2%

5%

3%...

...



Top online video platforms in Norway

[ Which platforms do Norwegians use to watch online video? ]

YouTube 79%

Facebook

VG

Snapchat

NRK

Instagram

TV 2

Dagbladet

Twitter

Aftenposten

Vimeo

Twitch

Dailymotion

Other news sites

Other social media

71%

44%

41%

37%

36%

29%

18%

7%

7%

4%

3%

1%

4%

2%...

...



Top online video platforms in Finland

[ Which platforms do Finns use to watch online video? ]

YouTube 86%

Facebook

Yle

Instagram

Ilta-Sanomat

Iltalehti

MTV

Snapchat

Helsingin Sanomat

Twitter

Vimeo

Twitch

Dailymotion

Other news sites

Other social media

54%

34%

33%

30%

28%

18%

14%

10%

8%

3%

3%

2%

3%

3%...

...




Streaming becomes a bigger and bigger challenge for the traditional TV

industry. Half of people are streaming and, among the young in some

countries, streaming is more common than watching traditional TV. Netflix

keeps increasing its dominance and is now the number one streaming

service in all countries - except for Finland where Yle Areena takes the lead.

STREAMING


Around half are streaming

[ How many stream or download TV, series or movies on a weekly basis? ]

Denmark

GermanyUKUS


60%

36%

4%

60%stream or download

49%

48%

3%

34%

64%

2%

40%

54%

5%

49%

48%

3%

58%

41%

2%

51%

44%

5%







Stream or download

TV, series or movies

Don’t know?

Don’t stream or download


Note: The questionnaire design related to the use of streaming and downloading services has changed since last year. Because of this, we cannot compare numbers from 2017 Q2 with numbers from 2018 Q4 on this matter.


Younger people more likely to stream

[ How many stream or download TV, series or movies on a weekly basis? ]

46-5515-25 26-35 36-45 56+

US

UK

Germany

Denmark

Sweden

34%

51%

33%29%

32%

21%19%

49%

63%

42%

52%50%

42%

30%

54%

69%

59%

65%62%

50%

45%

63%65% 66%

76%

68%

53%

46%

63%60%

68%

82%

62%

53%52%

Norway

Finland


Streaming more common than watching traditional TV among young in DK, SE and NO

[ How many between 15-25 watch traditional TV and stream or download TV, series or movies on a weekly basis? ]

US UK Germany Denmark Sweden Norway Finland

Watch

traditional

TV

Stream or

download

TV, series

or movies

82%

72%68%

76%

62%56%

53%

39%

52%

60%63%65%

60%65%


One third are streaming more compared to last year

[ How much do people stream or download TV, series or movies compared to last year? ]

Denmark

Sweden

Norway

Finland

Germany

UK

US

14%

Stream or download less


Stream or download the same

amount compared to last year

Stream or download more


42% 44%

16% 43% 41%

21% 49% 30%

17% 55% 28%

15% 49% 36%

14% 51% 34%

14% 57% 29%


People replace traditional TV with streaming

[ How many watch less traditional TV and stream or download more TV, series or movies compared to last year? ]

Denmark

GermanyUKUS





and stream or download

more compared to last year

Stream or download more


44%38% 19% 41%43% 23% 30%33% 16%

28%30% 14% 36%31% 17% 34%37% 19% 29%37% 16%


People are cutting the cord

[ How many don’t watch traditional TV but stream or download TV, series or movies ]

Denmark

GermanyUKUS




but stream or download


Stream or download


60%26% 16% 49%16% 9% 34%16% 8%

40%25% 14% 49%19% 16% 58%17% 13% 51%14% 7%


The computer is the preferred device for streaming

[ Which devices do people use to stream or download TV, series or movies? ]

US

UK

Germany

Denmark

Sweden

Norway

Finland

TVComputer Tablet Mobile Video game console

35

%34

%

38

%

30

%

36

%35

%

39

%

26

%

26

%

28

%

31

%

33

%32

%30

%

46

%

49

%46

%

42

%

43

%

39

%

44

%

47

% 45

%

38

%

45

%42

%

42

%

46

%

34

%

20

%

31

%

21

%

25

%

28

%

37

%

9

%9

%7

%7

%

10

%

17

%

17

%

Connected TV box


Top streaming and downloading services in the US

[ Which streaming and downloading services do Americans use to watch TV, series or movies? ]

Note: The figures represent the streaming and downloading services that are used by the ones who have used a streaming or downloading service to watch TV, series or movies within the last week

Netflix

79% 2017 (Q2)

2018 (Q4)

78%

55%

42%

53%

56%

40%

31%

13%15%

11%

14%

10%

14%

10%10%9%

N/A

6%5%

4%6%

11%11%

Amazon

Prime

Video

YouTube Hulu HBO Go HBO Now Google

Play

iTunes Facebook

Watch

Sling TV Play-

Station

Vue

Other

...


Top streaming and downloading services in the UK

[ Which streaming and downloading services do Britons use to watch TV, series or movies? ]


Netflix

70%

54%

61%

66%

44%

33%

43%

49%

29%

36%

28%30%

15%

12%13%

18%

6%8%

6%

13%

5%

8%

2%2%

5%

12%

BBC

iPlayer

Amazon

Prime

Video

YouTube ITV Player All 4 Now TV Sky Go Google

Play

Sky Store

Player

iTunes TalkTalk

TV

Other

2017 (Q2)

2018 (Q4)

...


Top streaming and downloading services in Germany

[ Which streaming and downloading services do Germans use to watch TV, series or movies? ]


Netflix

57%

N/A

55%

N/A

53%

N/A

11%

N/A

7%

N/A

6%

N/A

5%

N/A

5%

N/A

2%

N/A

11%

N/A

Amazon

Prime

Video

YouTube Sky Ticket Google

Play

Maxdome Zattoo iTunes Magine TV Other

2017 (Q2)

2018 (Q4)

...


Top streaming and downloading services in Denmark

[ Which streaming and downloading services do Danes use to watch TV, series or movies? ]


Netflix

67%

64%

44%

53%

37%

21%

30%

41%

28%

21%19%

20%

9%

5%6%

2%

6%4%

3%5%

3%3% 3%1%

3%1% 1%

3%

6%

12%

DR TV Viaplay YouTube TV 2 Play HBO

Nordic

C More Dplay Viafree iTunes Film-

striben

Amazon

Prime

Video

Google

Play

Block-

buster

Other

2017 (Q2)

2018 (Q4)

...


Top streaming and downloading services in Sweden

[ Which streaming and downloading services do Swedes use to watch TV, series or movies? ]


Netflix

70%

59%

55%

62%

46%

64%

35%

32%31%

27%

24%

18%20%

14%12%

10%12%

5%4%

2%3%

7%

2%

6%

1%1%

SVT Play YouTube TV4 Play Viaplay C More HBO

Nordic

Viafree Dplay Amazon

Prime

Video

Google

Play

iTunes Plejmo

2017 (Q2)

2018 (Q4)

Block-

buster

Other

6%5%

1%

N/A

...


Top streaming and downloading services in Norway

[ Which streaming and downloading services do Norwegians use to watch TV, series or movies? ]


Netflix

75%

72%

57%

60%

38%

48%

30%

26% 26%

18%

25%26%

11%

N/A

9%

14%

6%6%4%4%

3%5%

3%1% 1%

N/A

NRK TV YouTube TV2 Sumo HBO

Nordic

Viaplay Dplay Viafree C More Google

Play

iTunes Amazon

Prime

Video

Block-

buster

2017 (Q2)

2018 (Q4)

Other

5%

12%

...


Top streaming and downloading services in Finland

[ Which streaming and downloading services do Finns use to watch TV, series or movies? ]


Yle Areena

65%

56% 56%

53%

42%

47%

36%

27%

36%

32%

16%

9%

15%

11%

15%14%

4%4%

2%1% 1%

2%

6%7%

Netflix YouTube Ruutu MTV

Katsomo

C More HBO

Nordic

Viaplay Google

Play

Amazon

Prime

Video

iTunes Other

2017 (Q2)

2018 (Q4)

...


More than half would stop watching Netflix if commercials were introduced

[ How many would stop watching content on Netflix if Netflix introduced commercials? ]

Denmark

Sweden

Norway

Finland

Germany

UK

US

54%

Yes No Don’t know

39% 8%

57% 37% 7%

58% 32% 10%

69% 23% 9%

66% 27% 6%

67% 25% 8%

58% 32% 10%

?


A cheaper version of Netlix would not help much if commercials were introduced

[ How many would stop watching content on Netflix if Netflix introduced commercials while lowering the subscription price? ]

Denmark

Sweden

Norway

Finland

Germany

UK

US

42% 51% 7%

42% 50% 8%

41% 49% 11%

48% 38% 14%

57% 34% 9%

48% 41% 11%

37% 52% 11%

Yes No Don’t know?


One third watch TV via connected TV boxes

[ How many watch TV via connected TV boxes on a weekly basis? ]

Denmark

GermanyUKUS


47%

51%

2%

47%watch TV via

connected TV boxes

35%

63%

2%

26%

73%

1%

23%

73%

4%

41%

57%

2%

41%

57%

2%

21%

78%

2%

35%watch TV via

connected TV boxes

26%watch TV via

connected TV boxes

23%watch TV via

connected TV boxes

41%watch TV via

connected TV boxes

41%watch TV via

connected TV boxes

21%watch TV via

connected TV boxes

Watch TV via connected TV boxes

Don’t know?

Don’t watch TV via

connected TV boxes

Note: A connected TV box is an over-the-top device such as an Amazon Fire TV, Apple TV or Google Chromecast


A quarter watch more TV via connected TV boxes compared to last year

[ How much TV via connected TV boxes do people watch compared to last year? ]

Denmark

Sweden

Norway

Finland

Germany

UK

US

22%

Watch less TV via connected

TV boxes compared to last year

Watch the same amount of TV via connected


Watch more TV via connected


46% 32%

23% 52% 25%

19% 52% 28%

23% 60% 17%

19% 55% 27%

16% 54% 30%

19% 58% 23%



ABOUT THE STUDY

Methodology

The study is a part of AudienceProject Insights 2019. Data is collected through

online surveys done in Q4 2018. The respondents have been selected from our

Nordic, German, UK and US panels consisting of more than 1.5 million panelists

and weighed to achieve representativity on the more than 16.000 respondents

who completed the survey.

Editor & Data

Rune Werliin

[email protected]

+45 60 17 77 76

Text & Design

Martin Kokholm

[email protected]

+45 25 61 32 19

Contact

[email protected]

Website

www.audienceproject.com

Twitter

@Audience_P

#apinsights2019

About AudienceProject

AudienceProject is a marketing tech-

nology company founded in Denmark

and operational worldwide. Based on

its proprietary tech stack and more than

1.5 million panelists worldwide, Audi-

enceProject helps brands, agencies and

publishers identify, target and validate

audiences.


Documents

INSIGHTS 2019 - AudienceProject · INSIGHTS 2019 Traditional TV, online video & streaming US UK Germany Denmark Sweden Norway Finland. 2 AudienceProject Insights 2019. 05 orialdit