How Are People Watching T-Video Now?

PPT Template Office 2007-2010_16-9

Is TV Still TV?Following the screen agnostic TVideo Viewer

# GfK 2016 | GfK MRI

Base: All RespondentsQ59 Thinking about the ways you can watch TV shows, please indicate, in %, the amount of time you spend watching TV in each of the following ways in a typical week. Majority of TV time is Live23%Time Shifted Streaming

55% Live 22% Time Shifted DVR/VOD


TV on TV dominates Base: All RespondentsQ61 Now please think about all of the devices on which you can watch programming content (TV shows, movies, short video clips). Please break down, by %, how much of your total viewing time is spent watching programming content on each device below.

61% TV set through TV service

17% TV set through internet-connected device

11% Computer

6% Smartphone

4% Tablet

TV Set Leads! YEAH!


TV (down from 64%)Computer (up from 10%)Smartphone (up from 3%)Tablet (up from 3%)

Other 2% (up from 1%)

GfK October 17, 2016 | Title of presentation#

Habits die hardWhy? 2 out of 3 hate spoilers

1 in 4 channel surf firstIts habit and ease

1 in 5 go to Live firstIts habit and FOMO


They channel surf becauseIts habit (50%, 131) Its easy to find something to watch (40%, 132)They go to a show Live becauseIts habit (43%, 112)Dont want to miss anything (18%, 128) Approx. 2 out of 3 agree I like to watch shows when they air so I dont have any spoilers from my friends or social media connections Streamers numbers look the same, understandable exception is 1 in 10 go to streaming service first either to watch a specific show (14%) or to surf to find something (10%)


Change is in the air

GenXers watch 2xmore Live TV than streaming

Millennials watch equal amounts of Live and streaming TV

Boomers watch 7xmore Live TV than streaming

Streaming Hours Live TV Hours (low to high)

In a typical weekOn average

Base: All RespondentsQ.S2 In a typical week, how many hours of TV & video content (TV shows, movies, or short video clips) do you watch in each of the following ways?


Weekly TV Viewing (Total) W2:Live (Broadcast/Streaming) = 55%Time shifted DVR/VOD = 22%Time shifted streaming = 23%

Millennials Weekly TV Viewing W2:Live (Broadcast/Streaming) = 39%Time shifted DVR/VOD = 22%Time shifted streaming = 39%

Millennials Weekly TV Viewing W1: Live (Broadcast/Streaming) = 41%Time shifted DVR/VOD = 21%Time shifted streaming = 38%

[Q20] SOCS Ways Of Watching TV Shows - Time Spent In A Typical Week (Among Millennials)Live, when it is broadcast, on a TV set (31%, 62)Time shifted, via DVR, on a TV set (14%, 83)Time shifted, via your TV provider's Video On-Demand service, on a TV set (8%, 141)Streaming live, at the same time it airs on TV, on any device (smartphone, tablet, computer, etc.)(9%, 167)Streaming, on my schedule, on a TV set (14%, 140)Streaming/downloading, on my schedule, on any other device (25%, 194)

Mean TV Hours (22 hours, 40), lowest across generations (S1)Mean STR Hours (10 hours, 163), highest across generations (S2)Average # of streaming services = 6.4 (119) (5.4 among total)

25% device other than TV (194)9% via a device that is not a TV set (167)


Millennials -- changing the definition of television

39% Live 22% Time Shifted DVR/VOD

39%Time Shifted Streaming

82% used streaming service in past 30 days (128)9% not on a TV

14% via TV set

25% via other deviceMinimizing Live TV Base: Millennials (Age 18-34)Q59 Thinking about the ways you can watch TV shows, please indicate, in %, the amount of time you spend watching TV in each of the following ways in a typical week.


Weekly TV Viewing (Total) W2:Live (Broadcast/Streaming) = 55%Time shifted DVR/VOD = 22%Time shifted streaming = 23%

Millennials Weekly TV Viewing W2:Live (Broadcast/Streaming) = 39%Time shifted DVR/VOD = 22%Time shifted streaming = 39%

Millennials Weekly TV Viewing W1: Live (Broadcast/Streaming) = 41%Time shifted DVR/VOD = 21%Time shifted streaming = 38%

[Q20] SOCS Ways Of Watching TV Shows - Time Spent In A Typical Week (Among Millennials)Live, when it is broadcast, on a TV set (31%, 62)Time shifted, via DVR, on a TV set (14%, 83)Time shifted, via your TV provider's Video On-Demand service, on a TV set (8%, 141)Streaming live, at the same time it airs on TV, on any device (smartphone, tablet, computer, etc.)(9%, 167)Streaming, on my schedule, on a TV set (14%, 140)Streaming/downloading, on my schedule, on any other device (25%, 194)

Mean TV Hours (22 hours, 40), lowest across generations (S1)Mean STR Hours (10 hours, 163), highest across generations (S2)Average # of streaming services = 6.4 (119) (5.4 among total)

25% device other than TV (194)9% via a device that is not a TV set (167)


Expanding TV beyond the TVBase: Millennials (Age 18-34)Q61 Now please think about all of the devices on which you can watch programming content (TV shows, movies, short video clips). Please break down, by %, how much of your total viewing time is spent watching programming content on each device below. Millennials TV Viewing20152016TV set through TV service38%38%22%24%18%19%6%10%4%6%Other 5%4%


TV set through an internet-connected device / Smart TV = Blu-ray player that can run streaming media apps, internet-connected set-top box or stick (e.g., Apple TV, Roku, Fire TV, Chromecast, etc.)Computer = Desktop or Laptop


Where Millennials are streaming

39%Time ShiftedStreaming

Top Streaming Services(past 30 days)YouTube62%166Netflix55%178Hulu27%194Amazon Prime23%170Watch ABC11%176iTunes9%201HBO Go10%169Buzzfeed8%247ABC News8%200YouTube Red7%233Snapchat6%262Dailymotion6%235Google Play5%183

= ad enabledAverage 6 streaming servicesBase: Millennials (Age 18-34)Q59 Thinking about the ways you can watch TV shows, please indicate, in %, the amount of time you spend watching TV in each of the following ways in a typical week. Q65 Have you ever used any of the following online video streaming services to watch any TV shows, movies or short video clips (under 10 minutes)?


53% (120) of Streaming Millennials have bought Pizza/Pasta at a fast food restaurant in the past 6 months 56% (107) have had frozen pizza in the

*Hulu includes both subscription tiers and Showtime on Hulu*YouTube does not include YouTube Red and Gaming (because YouTube Red scored high enough to be on this list) Mean Streaming services for millennials = 6 (119)Mean streaming services for Total streamers P30 = 3Mean streaming services for Millennials P30 = 3Mean streaming services for Millennial Streamers P30 = 3% of Millennials are streamers past 30 = (39%, 128)Wave 1 Mean streaming services for Millennials Ever Used = 4 (120)Wave 1 Mean streaming services for Millennial Streamers Ever Used = 4 (124)


Millennials start with streamingTV Viewing Behaviors MillennialsGo to a show on a streaming service19%181Channel surf to find a show17%69Go to my favorite network to find a show15%90Go to a show live while its airing14%70Surf on Streaming Services13%181Go to a show on my DVR8%91Browse my DVR list7%99Go to a show on VOD4%153Go to a show DVR, start late and fast forward3%108


MUST. STREAM. LONGER.


If there are any attitudes about LOVE or that show interest in TV please give me stat can be Content Drivers



Of Streamers, 75% have Cable*Of Cable* HHs, 52% stream Q24A In the past 30 days, what types of content have you watched on each of the following streaming services or apps? *Cable, Satellite, Fiber Optic

This data came from Wave 3


Base: Streamers used [Service] past 30 daysQ.67 What types of content have you watched on the following online video streaming services in the past 30 days? Q.62 In a typical week, how many hours do you watch video content, TV programs, or movies in each of the following ways?

Total PopStreaming Penetration Among Total Population past 30 days63%31%13%13%37%% Of Streamers Who Use Service Past 30 days49%21%21%59%Gender (Index)52% Female53% Female53% Female52% Male (109)Even Median Age4738363940Median HHI$63K$65K$61K$70K$64KHispanic15%19% (124)21% (139)17% (111)17% (110)Kids in Household31%38%40%40%35%Heavy TV Viewers(40+ hours)15%15%17%12%16%

1 in 3 Never Streamed

Lower Income

No kids in HH

Big four overview

Profile of users of the top streaming services used past 30 days


Only 2% have all 4 streaming services


Streaming Penetration Among Total Population past 30 days63%31%13%13%37%14%11310811210613%10611411410110%1191311071177%1191161211117%129137991315%118141120119

Total Pop

Base: Streamers used [Service] past 30 daysQ.67 What types of content have you watched on the following online video streaming services in the past 30 days?

Brands and streaming services

Media placement insights


Chase Weighted 32957, Unweighted 4580Honda Weighted 32422, Unweighted 4109T-Mobile Weighted 23807, Unweighted 2955Progressive Weighted 16972, Unweighted 1923Red Bull Weighted 16031, Unweighted 1878Grey Goose Weighted 11925, Unweighted 1581



Set up: Their non-monogamy


28%

58%

40% of Streamers35%70% 66%17% of Strms

20%23%47%49% of Streamers36% 66%

59%

17% of Strms

31%

Base: Streamers used [Service] past 30 daysQ.67 What types of content have you watched on the following online video streaming services in the past 30 days?

The non-monogamous world of streamingOverlap among major services


This chart is meant to show the relationship between each streaming service and the overlap with the other major streaming services. Not sure we have the right picture here so am open to ideas. Or at the very least the easy way is to make each circle relative in size. The % in yellow is the penetration among Total.

Note to karen: I ran all of these as Past 30 days! GfK October 17, 2016 | Title of presentation#


Of course Cutting the cord is one of the biggest disruptors


CordCuttingRegretters6M (2%)Median Age 39 50%/50% Male/Female

CordShaverIntenders8M (3%)Median Age 4950%/50%Male/Female

CordShavers16M (7%)Median Age 45 54% Female

CordCutterIntenders6M (3%)Median Age 47Male 55%

CordCutters19M (8%)Median Age 42 50%/50% Male/FemaleHave pay TV: have increased servicesHave pay TV: plan on increasing servicesHave pay TV, no changesHave pay TV: had it, cancelled, re-subscribedNo pay TV: cancelled; likely to re-subscribeNo pay TV: never had itNo pay TV: cancelled itHave pay TV: Plan on cancelling pay TVHave pay TV: reduced services or channelsHave pay TV: plan on reducing services

CordNevers23M (10%)Median Age 35Female 51%

CordLoyalists144M (60%)Median Age 50Female 57%CordReturners4M (2%)Median Age 42Female 57%

CordIncreaserIntenders2M (1%)Median Age 40Male 68%

CordIncreasers10M (4%)Median Age 45Female 52%

The non-monogamous world of streamingOverlap among major services


Of course Cutting the cord is one of the biggest disruptors


Cord LoyalistsCord ReturnersCord IncreaserIntendersCord IncreasersCord Content67%

Cord CuttingRegrettersCord CuttersCord NeversCordless20%

Cord ShaverIntendersCord ShaversCord CutterIntendersCord Tepid13%

2 in 3 still content with their cord


Cord Cutters and Cord nevers are both driven by cost and streaming services having good offerings. But, it seems like cord cutters are more driven by money!

In Cord Wave 1 - Cord Nevers Reasons for Never Having A Cord:75% I am trying to keep my expenses down - $59% TV service subscriptions are a waste of money - $56% I find online video streaming services have more shows or movies I am interested in than TV service streaming is better 56% I have all the TV content I need through online video streaming services, so I don't need a TV service subscription streaming is better46% I don't watch enough television to justify having a TV service subscription - $

In Cord Wave 1 - Cord Cutters Reasons for Never Having A Cord:82% I was trying to cut down on expenses - $79% I didn't think I should have to pay for channels I didn't watch - $76% I found that my TV service subscription was a waste of money - $ 71% I didn't watch enough television to justify the TV service package or services I had $53% I prefer watching TV shows or movies via online video streaming services because I can watch what I want, when I want streaming is better



And with streaming people binge more than ever before


Marker


https://www.youtube.com/watch?v=DSiD0LkSBl4

Amazon is making a play, buying movies, and how many have Amazon Prime? Can all become viewers


Majority of the time, Regulars Stream 7 in 10 use Streaming services 1 in 4 use DVR 1 in 5 use traditional TV marathons 1 in 6 use VOD

How are people binging?

Q112 The next couple of questions are about binge viewing. Thinking about binge viewing, that is, watching three or more episodes in a single sitting, how often do you watch TV shows that way?*Binge-viewing is defined as watching three or more episodes of a show in a single sitting

Regularly Binge

28% Sometimes22% Frequently17%Usually67%

Binge viewing is the challenge67% of Streamers regularly binge view compared to 38% of non-streamers


57% Regularly binge watch up from 51% in 2015

What services are streaming bingers using? YouTube (51%, 132)Netflix (48%, 144)Hulu (27%, 156) Amazon Prime (22%, 141) HBO Go (11%, 158)

(among ever streamed)

Skews Millennial (42%, 139)Parents (37%, 120)Hispanic (18%, 119)Black (14%, 112)1 in 5 say if someone online is talking about an episode I havent seen yet, I stop reading. But I feel a lot of pressure to try to catch up as quickly as possible (125)

Regular bingers = binge more than half of the time they watch TV or more Usually = all or almost all of the timeFrequently = more than half of the timeSometimes = about half of the time


Another episode, SWEETTTT!


Regular Bingers spend 9 hrs/week bingingMillennial Regular Bingers spend 11 hrs/wk binging (112) GfK October 17, 2016 | Title of presentation#

Thank You!


Marketing

How Are People Watching T-Video Now?