THE IMPACT OF TVE ADOPTION AND IMPLICATIONS

TV#Everywhere#

•  Why#is#it#important?#

•  Is#it#being#used?#•  What’s#the#impact?#

Why#is#it#important?#

Because#online#content#

is#becoming#a#must>have#

component#of#viewers’#

TV#consump@on#and#

expecta@ons#

89%

Why#is#it#important?#

April&2015&Hub#2015#“What’s#TV#Worth”#

TV#viewers#with#broadband#

Of#viewers#with#broadband#s@ll#

have#a#pay#TV#subscrip@on#

Why#is#it#important?#

April&2015&Hub#2015#“What’s#TV#Worth”#

TV#viewers#with#broadband#

Of#viewers#with#broadband#s@ll#

have#a#pay#TV#subscrip@on#

Of#pay#TV#subs#use#at#least#one#

online#source#

89%

Why#is#it#important?#

2.1 The#average#

number#of#sources#online#viewers#use#

is#growing#

2013 2014 2015

2.0 2.4

2015

2.1

Why#is#it#important?#

*Online devices only—does not include DVR, VOD, or set-top box for Live TV !

So#is#the#average#

number#of#

devices#they#use#to#get#online#TV#2013

2014

2015 2015

2.3

2.7

3.3

•  The#average#viewer#es@mates#that#in#a#typical#

week…#

Why#is#it#important?#

of#the#shows#they#watch#

are#@me#shiMed##

are#watched#live#February&2015&Hub#2015#“Time#ShiMing”#study#

Viewers#16>74#w/#broadband#

53%

47%

•  Among#Millennials,#@me#shiMing#is#even#higher#

Why#is#it#important?#

of#the#shows#they#watch#

are#@me#shiMed##

are#watched#live#February&2015&Hub#2015#“Time#ShiMing”#study#

Millennial#viewers#with#broadband#

61%

39%

Why#is#it#important?#

of#cable#subscribers#have#used#authen@cated#TV#

Everywhere#in#the#past#6#months#

January&2015&CTAM#TVE#Tracking#Study#

Cable#subs#18>64#

54%

Why#is#it#important?#

of#cable#subscribers#are#heavy#users#(use#TVE#

several#@mes#a#week,#or#every#day)#

January&2015&CTAM#TVE#Tracking#Study#

Cable#subs#18>64#

16%

Why#is#it#important?#

January&2015&CTAM#TVE#Tracking#Study#

Millennial#pay#TV#subs#

of#Millennials#with#pay#TV#have#used#TVE#65%

Why#is#it#important?#

of#Millennials#with#pay#TV#are#heavy#users#

January&2015&CTAM#TVE#Tracking#Study#

Millennial#pay#TV#subs#

30%

Why#is#it#important?#

30%#

agree#that#new#TV#op@ons#mean#more#of#their#total#TV#

@me#goes#to#shows#that#they#really#like#

Only# “graze”#(try#shows#that#look#a#li\le#interes@ng)#

New#TV#op@ons#have#made#viewers#more#purposeful#

February&2015&Hub#2015#“Time#ShiMing”#study#

Viewers#16>74#w/#broadband#

13%

81%

What’s#the#impact?#

The#more#you#use#TVE,#the#greater#

value#you#give#your#pay#TV#service#

48%#

0#

52%#

59%#

82%#

Non>TVE#users#

Light#TVE#users#

Moderate#TVE#users#

Heavy#TVE#users#

%&who&rate&pay&TV&a&“good”&or&“excellent”&value&

June&2014&Hub#“TV#Everywhere”#report#

TVE#users#16>64#

TVE#creates#more#posi@ve##

impressions#of#networks#and#MVPDs#

Makes#me#feel#a#lot/a#li\le#more#

posi@ve#about#that#network##

Makes#me#feel#a#lot/a#li\le#more#

posi@ve#about#my#MVPD#

54%#

All#MVPD#

subscribers#

53%#

All#MVPD#

subscribers#

January&2015&CTAM#TVE#Tracking#Study#

MVPD#subs#18>64#

TVE#creates#more#posi@ve##

impressions#of#networks#and#MVPDs#

Makes#me#feel#a#lot/a#li\le#more#

posi@ve#about#that#network##

Makes#me#feel#a#lot/a#li\le#more#

posi@ve#about#my#MVPD#

63%#

Millennial##

MVPD#subs#

59%#

Millennial##

MVPD#subs#

54%#

All#MVPD#

subscribers#

53%#

All#MVPD#

subscribers#

January&2015&CTAM#TVE#Tracking#Study#

MVPD#subs#18>64#

TVE#creates#more#posi@ve##

impressions#of#networks#and#MVPDs#

Makes#me#feel#a#lot/a#li\le#more#

posi@ve#about#that#network##

Makes#me#feel#a#lot/a#li\le#more#

posi@ve#about#my#MVPD#

63%#

Millennial##

MVPD#subs#

59%#

Millennial##

MVPD#subs#

54%#

All#MVPD#

subscribers#

53%#

All#MVPD#

subscribers#

73%#

TVE##

Users#

71%#

TVE##

Users#

January&2015&CTAM#TVE#Tracking#Study#

MVPD#subs#18>64#

The#Implica@ons#

•  Viewer#selec@on#is#driven#by#content#that’s#available&when&they&are&

•  Networks#and#MVPDs#have#the#lead#on#content#already—the#most#and#newest#shows#

•  TVE#addresses#gaps#in#delivery&between#tradi@onal#TV#providers#and#new#online#sources:#when#and#how#

(on/through#many#devices)&