ADI Q4 2015 Digital Video Benchmark

DIGITAL VIDEO BENCHMARK ADOBE DIGITAL INDEX Q4 2015

TV Everywhere 03 Key insights

04 TVE penetration of Pay-TV viewers jumped in Q4

05 Video viewing doubled YoY

06 Broadcast & Cable has the highest YoY growth

07 TV Connected Device share grew substantially in 2015 08 Roku share increased as new channels were added

09 Apple TV share increased while iOS decreased

10 Android and iOS experienced substantial growth

Appendix 10 Methodology

11 Glossary

12 Tables

2 ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015

Table of contents


•  The number of TV Everywhere (TVE) users has increased 22% quarter-over-quarter (QoQ), particularly due to special programming (i.e. fall TV premiers) and sports-related content.

•  Total number of TVE video views doubled its growth year-over-year (YoY).

•  Broadcast & Cable genre grows more other content categories for the first time (up 111% YoY) due to seasonal TV programming events.

Key insights

ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015 4

TVE active users increased 22% QoQ due to special programming (i.e. fall TV premiers) and sports-related content viewing. Growth in previous quarters had been in the 12-14% range.

TV EVERYWHERE

TVE penetration of Pay-TV viewers jumped in Q4

Video viewing doubled YoY

ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015

Authenticated video viewing continues to steadily grow throughout 2015 with most months showing increases in video viewing over the previous month.

The only noticeable decline has occurred from November to December in both 2014 and 2015, indicating viewers may be busy with family or other holiday gatherings.

TV EVERYWHERE

Broadcast & Cable has the highest YoY growth


For the first time, Broadcast & Cable experienced the highest viewing growth compared to the other genres due to seasonal TV programming events.

Movies experienced a dramatic increase in Q3 due to free trial subscription promotions.

TV EVERYWHERE

TV Connected Device share grew substantially in 2015


Authentications continued to shift to TV Connected Devices throughout 2015, moving from iOS to an actual TV connected device.

Although iOS share decreased 20% YoY, Apple still has the highest

volume of authentications.

Browser viewing held steady due to free trial subscriptions, which primarily take

place outside of a TV Connected Device.

TV EVERYWHERE

Roku share increased as new channels were added


TV EVERYWHERE

Roku share increased 14% QoQ as a result of major broadcasters adding their channels in mid-November.


All access types, with the exception of Browser, continue to see growth in viewing frequency.

Android™ and iOS experienced substantial growth TV EVERYWHERE

ADOBE DIGITAL INDEX Methodology This report is based on consumer video viewing from October 2014 through December 2015. It consists of the aggregated and anonymous data from sites gathered from Adobe Analytics, Adobe Primetime, and Adobe Social. Adobe does not use any personally identifiable information to generate this report. In addition, Adobe does not know the personal identity of those viewing digital videos. Sample information includes: •  134 billion total online video starts •  3.6 billion TV Everywhere authentications

•  300+ different sites and apps acting as access points for TV Everywhere

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ADOBE DIGITAL INDEX Glossary Ad start ratio: Total ad starts divided by total video starts Online video start: Any browser based unauthenticated video start Viewing frequency: Total video starts divided by unique viewers

Authenticated video: Video content that requires credentials from a multichannel video programming distributor (MVPD) Active monthly viewer: Viewer who authenticates at least once per month

Monthly unique visitor: Total number of unique visitors for the month Access type

Browser includes Chrome, IE, Firefox, and Safari on both PC and mobile devices iOS app is an app on any Apple mobile device Android app is an app located on any Android mobile device Gaming console and OTT includes data from apps on Xbox, PS4, Apple TV, Roku, and other similar devices

TV Everywhere video viewing frequency: Authenticated video starts per monthly unique visitor

11

© 2015 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. Apple and Apple TV are trademarks of Apple Inc., registered in the US and other countries. IOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license. ROKU is a trademark and/or registered trademark of Roku, Inc. in the United States and other countries. All other trademarks are the property of their respective owners.

Marketing

ADI Q4 2015 Digital Video Benchmark