multi-screen insights an overview of digital video’s growth
TRANSCRIPT
Multi-Screen Insights
An Overview Of Digital Video’s Growth
Multi-Screen Insights
• Television still commands 93% of total video time – Majority of viewing is with Live TV– Young adults are spending less time with time-shifted content (-4% v. yag A18-34)– Record number of Blacks & Hispanics viewed TV in 4Q14– Television is preferred video viewing platform among young and old (84% of total video time is
spent with the TV among A18-24)
• More consumers are sampling video on smartphones (+20%)– True across all ethnic segments– A35-49 are spending significantly more time with mobile video (+40% v yag)– App/web usage is up 13% , driven primarily by A35+
• Multimedia device usage has jumped 47% with usage highest among A18-34– OTT penetration continues to climb – nearing 19%
• Video Game Usage is pretty much on par – down slightly 1%– Time spent is up 5%– Blacks and Hispanics have experienced a surge among A65+ in time spent v yag
• Mobile video v. TV– Television still commands practically 9 out of 10 video viewing minutes while mobile remains
nominal…nearing 15% among A18-24
With The Proliferation of Various Mobile Devices, How Are Consumers Viewing Content?
Television Still Commands Half (49%) of Consumers Total Media Time On a Daily Basis
Avg Time Spent Per Day (Hrs: Min) Among P18+
4:51
0:33
2:43
1:06
0:130:09 0:07
1:25Live TV
Watching Time-shifted TV
AM/FM Radio
Internet Usage/Computer
Game Console
DVD/Blue-Ray
Multimedia Device
Using Smartphone
Source: Nielsen Cross Platform Report 4Q14,P18+
…and Majority Of Their Viewing Continues To BeWith Live Television
Time Spent Per Day (Hrs:Min) Among P18+
Source: Nielsen Cross Platform Report 4Q14,P18+;
4Q14 4Q13 4Q120:33 0:32 0:27
4:51 5:04 5:10 Live TVTimeshifted
P2+ CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+
5% 5%
-1%
-4% -4%
7% 7%
14%
% Change in Time Spent Watching Time-shifted TV v. YAG
Young Adults Are Spending Less Time With Time-shifted TV While Adults 65+ Are Up Considerably
Source: Nielsen Total Audience Report 4Q14; % change in Monthly time time with timeshifted TV
Highest Time Spent Level To Date
Drilling Down To Main Video Devices, How MuchVideo Content is Consumed On Each Platform?
TV Still Commands 93% of Total Video Time
Watching Video on Internet
Watching
TelevisionWatching Video
on a Smartphone
Monthly by Device
149:14 10:29 1:42
Source: Nielsen Total Audience Report 4Q14 v yag;Total video= TV+comp+smartphone
P2+: Time Spent Hrs:min
P2+:# of Viewers
v. YAG
285 Million
-0.56%
146 Million
-4.2%
122 Million
+19.8%
In Fact, A Record Number of Blacks and Hispanics Viewed Video On The Television In 4Q14
Number of Users P2+ (OOO)/ Monthly
Black
Hispanic
36,981
47,276
37,412
48,416
37,761
48,7044Q144Q134Q12
Source: Nielsen Total Audience report 4Q14 v yag,
4Q13 4Q14 % ChangeHispanic 123:25 121:11 -2%
Black 218.01 206:39 -5%
Time Spent/ Monthly (Hrs:min)
P18-49 P25-54 P18-34
128:39 145:21110:09
13:4312:44
15:13
2:001:38
2:21
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
Among Key Advertiser Targets, Television Commands Practically 9 out of 10 Total Video Minutes
89% 91% 86%TV Share Of Total Video
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+
102:45 84:17 95:01 120:52 149:02191:04
223:125:265:38
15:5814:45
12:16
8:535:03
2:541:56
1:341:04
0:27
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
…and Captures Majority Of Total Video Time Among Both Young and Old
95% 94% 84% 88% 92% 95% 98%TV Share Of TotalVideo Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
T12-17 M12-17 F12-17 A18-24 M18-24 F18-24
84:17 83:27 85:08 95:01 90:33 99:36
5:38 6:24 4:4915:58 18:58 12:342:54 3:17 2:06
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
Even Among Teens & Young Adults, Television Remains The Dominant Viewing Platform
State of Mobile Video?
Total Black Hispanic Asian
20%18%
11%13%
% Change # of Users P2+ (OOO) Viewing Video on Smartphone/Monthly v YAG
More and More Consumers Continue To Sample Video On Smartphones - Up 20%
Source: Nielsen Total Audience Report 4Q14
P2+ A18-24 A25-34 A35-49 A50-65 A65+
22% 29% 23%40%
13%
-33%
% Change In Time Spent With Video on SmartphoneMonthly v YAG
…and Spend Significantly More Time With Video On Their Phones, Especially Adults 35-49
Source: Nielsen Total Audience Report 4Q14
What Is Driving Mobile’s Growth?
A18-24 A25-34 A35-49 A50-65 A65+
14%
25%
36% 35% 32%
% Change In App/Web Usage On Smartphone by Age
Monthly v YAG
More & More Consumers Are Using Apps/Web On Their Smartphones; Greatest Increase Seen Among Adults 35+
Source: Nielsen Total Audience Report 4Q14
Total Black Hispanic Asian
13%15%
9% 9%
% Change In # of P2+ Using Smartphone App/Web By Ethnic-
ity P2+Monthly v YAG
In Fact, App/Web Usage Is At Its Highest Level To Date
Source: Nielsen Total Audience Report 4Q14
4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14
110,916 121,750
132,235 139,136 144,320 148,983 157,092 162,798 163,573
# of P2+ (OOO) Using Smartphone App/Web Monthly v YAG
As Content is Being Delivered Via Various Delivery Methods, What is the State Of Over-The-Top Today?
Source: Nielsen NPM
Over-The-Top Penetration Continues To Steadily Rise,Nears 19%
Feb'14
Marc
h'14
Apr'14
May
'14
June'14
July'
14
Aug'14
Sep'14
Oct'14
Nov'14
Dec'14
Jan'15
Feb'15
14.9 15.4 16.3 16.4 16.7 17.1 17.6 18.1 18.1 18.1 17.8 18.6 18.9
OTT Devices
Usage Of Multimedia Devices Has Jumped 47%; Time Spent Has Practically Doubled
Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,
google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital
cameras) that are connected to home TV set
Number of P2+ (OOO) Using Multimedia Device
4Q13 4Q14
29,044
42,693
4Q13 4Q14
1:59
3:38
Time Spent P2+Using Multimedia Device/Monthly
P2+ CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+
3:38 3:57
2:24
5:596:24
4:11
2:071:40
Time Spent with Multimedia Devices/Monthly
Multimedia Device Usage Averages Over 3 Hours Per Month Among P2+; Highest Among Young Adults A18-34
Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,
google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital
cameras) that are connected to home TV set
Drilling Down To Ethnic Segments: Usage Has Increased Significantly, Especially Among Blacks
Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,
google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital
cameras) that are connected to home TV set
4Q13 4Q14 % ChangeBlack 2,071 4,125 +99%
Hispanic 4,253 5,467 +29%
Asian 3,571 5,078 +42%
Number of P2+ (OOO) Using Multimedia Device
…and Skews a Little Older Among Blacks & Asians – Higher Time Spent Among A25-49
Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,
google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital
cameras) that are connected to home TV set
Time Spent (HRS:MIN) Using Multimedia Device
CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+
Black 2:19 2:00 3:13 4:13 3:31 1:38 0:56
Hispanic 2:06 1:20 3:15 3:57 2:07 0:56 0:33
Asian 7:47 4:19 7:59 11:56 9:44 6:43 9:16
What About Video Game Usage?
Number of Consumers Using Video Game Consoles is Down a Slight 1% But Time Spent is Up 5%
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
4Q13 4Q14 +/-# of Video Game Users 97,667 97,090 -1%P2+
Time Spent/ Monthly 7:54 8:19 +5%P2+ (Hrs:Min)
Video Game Usage is Driven by A18-24 & A65+; Blacks & Hispanics Experienced a Considerable Uptick Among A65+
Source: Nielsen Total Audience Report 4Q14
TOTAL BLACK HISPANIC ASIAN
CH2-11 2% -11% -1% -8%
T12-17 5% 3% 14% 28%
A18-24 16% -14% 24% -1%
A25-34 12% -9% 11% 41%
A35-49 0% 18% 20% -1%
A50-64 -18% -23% -13% 64%
A65+ 15% 29% 65% -41%
% Change in Time Spent Monthly Using Video Game Console v. yag
Lets Put It All Into Perspective…
With All The Various Mobile Devices AvailableToday, Television Still Commands The Lion ShareOf Video Viewing…
TV Commands Practically 9 out of 10 Total Minutes of Video Viewing; Mobile Video Still Only Represents A Nominal Share
Share of Total Monthly Video Time Spent by Device
Source: Nielsen Total Audience report 4Q14, Total
video=TV; internet video and mobile video
CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+
Video on Smart-phone
NaN NaN 0.02 0.01 0.01 0.01 0
Video On Inter-net
0.05 0.06 0.14 0.11 0.07 0.04 0.02
TV 0.95 0.94 0.84 0.88 0.92 0.95 0.98
Video on Smartphone Video On Internet TV
Drilling Down To Ethnic Segments: More Black and Hispanic Consumers Tune To Television and Video On Smartphones
Watching Traditional Television* v. YAG
Watching Video on Computer v. YAG
Video on Smartphone v. YAG
Black Hispanic
Gain/Loss Of Users P2+ 4Q14 v 4Q13
+349,000 +288,000
Asian
-55,000
+457,000 -2,123,000 -232,000
+2,616,000
+2,214,000
+848,000
Source: Nielsen Total Audience report 4Q14v yag
HH P2-11 P12-17 P18-34 P35-49 P50-64 P65+
99.7%99.5%
98.9%
98.1%
99.2%99.5% 99.5%99.6%
99.3%
98.7%
98.0%
99.0%
99.4%99.6%
Total Day TV Reach %
13/14 14/15
Source: Nielsen Npower for Total Day. Hut/PUT’s; nov’14-jan’15 v yag
Overall, TV’s Reach Is Still at 98-99% Across The Board