The Shift in TV Consumption

S H I F T I N G T V C O N T E N T C O N S U M P T I O ND E C E M B E R 2 0 1 6

Entertainment

ContentC O R D C O B B L I N G F O R M O R E

O N E T V

S U B S C R I P T I O N J U S T I S N ’ T

E N O U G HPandora listeners already average 1.6 Streaming TV Services each

3 in 4 Pandora Cable or Satellite TV viewers also subscribe to a streaming service

87% of current Pandora streaming TV subscribers could be motivated to add an additional service

Source: Pandora TV Content Consumption Survey, August 2016

High demand for on-demand

Q. When do you typically watch new TV content?

P A N D O R A L I S T E N E R S A R E S I G N I F I C A N T L Y M O R E

L I K E L Y T O S U B S C R I B E T O S V O D S E R V I C E S

Content Junkies

81% Pandora listeners subscribing to at least one paid streaming video service

46% US consumers subscribing to at least one paid streaming video service

Sources: Pandora TV Content Consumption Survey, August 2016; Deloitte Digital Democracy Survey, 10th Edition

C O N T E N T J U N K I E S :

P A N D O R A L I S T E N E R S T U N E I N A C R O S S G E N R E S

77%69%

47% 46% 45% 45%

31%24% 22% 21%

12%

Movies Comedies Scripted Dramas Documentaries News Sports Reality -Competition

Late Night Talk Shows

Horror Reality - Drama Daytime

Listeners who typically view this type of TV content


24%

15%

23%

15%

46%

48%

7%

20%

1%

3%

2015

2016

Amount Willing to Spend on additional Streaming Service(current streamers; price per month)

Nothing / free <$5 $5-10 $10-15 $15+

Adding on More Add-Ons


C O N S U M E R S

I N

Control

C R O S S - S C R E E N C O N S U M P T I O N O N T H E R I S E

66%

25% 23%28%

20% 18%

59%

41%45%

37% 34%

24%

Standard TV (not net enabled)

Smart TV(net enabled)

Laptop/PC Smartphone Tablet Gaming Console

2015 2016


Authentications are Increasing

38%CABLE

34%

SATELLITE/TELCO

T V E V E R Y W H E R E E D U C A T I O N E F F O R T S A R E

P A Y I N G O F F W I T H P A N D O R A ’ S P A Y T V S U B S C R I B E R S

UP FROM21% IN 2015

UP FROM22% IN 2015

Authentications are Increasing


73%O F O V E R A L L L I S T E N E R S A R E I N T E R E S T E D

I N S U B S C R I B I N G T O A C A B L E P A C K A G E

O R D I G I T A L T V S E R V I C E T H A T P R O V I D E D

C H E A P E R P R I C I N G A N D / O R F L E X I B I L I T Y

2 I N 3P A N D O R A C O R D - C U T T E R S & N E V E R S

E X P R E S S E D I N T E R E S T


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Entertainment & Humor

The Shift in TV Consumption