state of digital video – multiscreen insights 2q16
TRANSCRIPT
Device Penetration ...................................................................... 3-4
Reach by Device ........................................................................... 5-6
Video Viewing by screen ................................................................ 7
Live v. Timeshifted ........................................................................8
By Key Demo .................................................................................9
By Young Adults ..........................................................................10
By Ethnicity ............................................................................. 11-12
Computer/Smartphone Video Trends ................................. 14-18
App/Web Usage .....................................................................19-21
Strength of Cinema .................................................................23-25
Multi-Media Device Usage .....................................................27-30
Video Game Console Usage .................................................. 31-32
Contents
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 3
Households Embrace Various Technologies As Penetrations Surge – Especially Smart TVs
DEVICE PENETRATION
2Q16 Device Penetrations
HD TV94%
Smartphone83%
DVD76%
MVPD VOD63%
Tablet60%
DVR51%
SVOD53%
Game Console
44%
MultimediaDevice27%
EnabledSmart TV
24%
YOY diff % +3% +9% -4% +2% +15%
+2% +18% -4% +23% +33%YOY diff %
Source: Nielsen Total Audience Report, 2Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 4
In Fact, Smart TV Growth Is Driven Across All Ethnically Diverse Consumers
Source: Nielsen Total Audience Report, 2Q16; penetrations
Composite 24% +33%
Black 20% +43%
Hispanic 28% +33%
Asian 34% +36%
Smart TVPenetration
Growth v. YAG
2Q16
DEVICE PENETRATION
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 5
With Alternate Viewing Platforms On The Rise, TV’s Reach Remains Strong
Source: Nielsen Total Audience Report, 2Q16; TV includes timeshifted TV
P2+ Monthly Reach/ 2Q16
REACH BY DEVICE
App/Web on smartphone
TV Video on smartphone
Internet on PC
Video on PC
DVD/Blue Ray Game Console
Multimedia Device
37%
29%28%
39%
58%64%
83%
93%
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 6
Viewing On TV Is Up 2.4 Million – Exceeding All Other Video Viewing Platforms
Source: Nielsen Total Audience Report, 2Q16; TV includes timeshifted TV; cinema= moviegoers
Number of P18+ Users Per Month: (in Millions)2Q16
50000
TV (includes timeshifted TV)
Video on Smartphone
Cinema
Video On PC
225.6
156.5
111.5
109.6
86.1
65.1
58.0
DVD/Blue-ray
Multimedia Device
Game Console
2Q14222.6
P18+ Monthly TV Reach (in Millions)
2Q15223.2
2Q16225.6
REACH BY DEVICE
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 7
TV Still Commands 89% of Total Video Time
Source: Nielsen Total Audience Report, 2Q16; TV includes timeshifted TV
Monthly Time Spent by Device Among P18+ (Hrs:min)
VIDEO VIEWING BY SCREEN
Video on Smartphone
1%
2:31
Video on PC 10%
17:14TV89%
151:53
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 8
…And 8 Out Of 10 Viewing Minutes Are Spent With Live TV Programming – Even Among Younger Adults
Source: Nielsen Total Audience Report 2Q16
Time Spent Per Month (Hrs:Min) 2Q16
P2+ P18-49 P25-54
% Time-shifted TV 16% 18% 18%
% Live TV 84% 82% 82%
K2-11 T12-17 P18-24 P25-34 P35-49 P50-64 P65+
% Time-shifted TV 16% 16% 16% 18% 19% 15% 13%
% Live TV 84% 84% 84% 82% 81% 85% 87%
VIDEO VIEWING BY SCREEN
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 9
Among Key Advertiser Targets, Television Commands The Majority Share Of Total Video Minutes
Monthly Time Spent by Device (Hrs:min)
Source: Nielsen Total Audience Report 2Q16; Total video=TV + internet video and smartphone video; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
P18-34 91:55 25:51 3:37 76%
P18-49 111:43 21:57 3:01 82%
P25-54 129:55 20:18 2:26 85%
Watching Television
Watching Video on Computer
Watching Video on a Smartphone
TV’s Share of Total Video Time
Watching Television
Watching Video on Computer
Watching Video on a Smartphone
VIDEO VIEWING BY SCREEN
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 10
Source: Nielsen Total Audience Report 2Q16; Total video=TV + internet video + smartphone video; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
…and Among the Elusive Young, TV Captures More Than Three-Quarters Of Their Total Screen Time
Monthly Time Spent by Device (Hrs:min)
T12-17 67:05 12:58 n/a 84%
P18-24 76:55 25:22 4:32 72%
P25-34 102:31 26:07 2:54 78%
Watching Television
Watching Video on Computer
Watching Video on a Smartphone
TV’s Share of Total Video Time
Watching Television
Watching Video on Computer
Watching Video on a Smartphone
VIDEO VIEWING BY SCREEN
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 11
Across All Ethnicities, TV’s Reach Is Unquestionable – Even Among The Young
Source: Nielsen Total Audience Report 2Q16; Total video=TV; internet video and mobile video; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
TV’s Share of Total Video Minutes By Demo By Ethnicity (Monthly)
K2-11 T12-17 P18-24 P25-34 P35-49 P50-64 P65+
Black 91% 93% 75% 75% 87% 93% 97%
Hispanic 84% 79% 68% 72% 83% 89% 92%
Asian n/a n/a 51% 63% 77% 88% 89%
VIDEO VIEWING BY SCREEN
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 12
All In All, TV Governs Majority Of Video Time
Source: Nielsen Total Audience Report 2Q16; Total video=TV + internet video + smartphone video; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
TV’s Share of Total Video Minutes By Ethnicity (Monthly)/ P18+
3%
21%
3%
16%
2%11%
87% 81%
76%
Blacks Hispanics
Asians
TV
Video on PC
Video on Smartphone
VIDEO VIEWING BY SCREEN
Computer & Smartphone Video Trends
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 14
Fewer People Are Using The Internet on the Computer These Days, Especially Millennials
Source: Nielsen Total Audience Report 2Q16
Absolute Change v. YAG in # of Users (OOO) of Internet With PC/ Monthly (2Q16 v. YAG)
P18-24 P25-34 P35-49 P50-64
P65+
847
K2-11 T12-17
-1,265
-863
-2,310
-1,677 -1,960
-1,008
COMPUTER/SMARTPHONE VIDEO TRENDS
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 15
…Which Has Led To Less Video Viewing On Their Computers – 12 Million Fewer P2+
Source: Nielsen Total Audience Report 2Q16
Absolute Change v. YAG in # of Users (OOO) Viewing Video on PC/ Monthly (2Q16 v. YAG)
P2+ K2-11 T12-17 P18-24 P25-34 P35-49 P50-64 P65+
34%36%
26%
34%
51%
37%
52%
65%
-997
-954
-2,468
-2,611
-3,223
-2,294
-401
80
K2-11
T12-17
P18-24
P25-34
P35-49
P50-64
P65+
P2+ K2-11 T12-17 P18-24 P25-34 P35-49 P50-64 P65+
34%36%
26%
34%
51%
37%
52%
65%
-997
-954
-2,468
-2,611
-3,223
-2,294
-401
80
K2-11
T12-17
P18-24
P25-34
P35-49
P50-64
P65+
…But Those Who View, Spend Longer Period Of Time
COMPUTER/SMARTPHONE VIDEO TRENDS
% Change v. YAG in Monthly Time Spent with Computer Video (2Q16 v. YAG)
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 16
Smartphone’s Video Reach Propels To Its Highest Level – Over 156 Million Users
P18+ Monthly Reach of Smartphone Video (in millions)2Q16
Source: Nielsen Total Audience Report 2Q16; smartphone video=A18+; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
116,363
132,310
156,531
2Q14 2Q15 2Q16
COMPUTER/SMARTPHONE VIDEO TRENDS
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 17
…Mainly Thanks To The Viewer Migration From Computer To Smartphone Video
Source: Nielsen Total Audience Report, 2Q16; smartphone= A18+; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
Percent Change in # of Viewers P18+/Monthly/ 2Q16 v. YAG
Composite
Black
Hispanic
Asian
-9%
-12%
-10%
-7%
+18%
+13%
+9%
+13%
Computer Video Smartphone Video
COMPUTER/SMARTPHONE VIDEO TRENDS
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 18
Largely, Video Usage On Smartphone Is Up Considerably – Especially Among Blacks
Source: Nielsen Total Audience Report 2Q16; smartphone video=A18+; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
% Change in Time Spent With Smartphone Video/Monthly
(2Q16 v. YAG)
% Change v. YAG in P18+ Monthly Time Spent by Ethnicity
(2Q16 v. YAG)
Composite
Hispanics
Blacks
Asian
30%
27%
63%
13%
A35-49 A50-64A18-24 A25-34
23%
47% 49%
9%
29%
A65+
Composite
Hispanics
Blacks
Asian
30%
27%
63%
13%
A35-49 A50-64A18-24 A25-34
23%
47% 49%
9%
29%
A65+
COMPUTER/SMARTPHONE VIDEO TRENDS
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 19
Smartphone App/Web Usage Rises To Its Highest Level To Date
# of P18+ (OOO) Using Smartphone App/Web Monthly
Source: Nielsen Total Audience Report 2Q16; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
Composite Black Hispanic Asian
157,173 175,74
8202,324
19,82921,3
7028,775
30,60734,643
9,22110
,47411,
88524,883
1Q14 1Q15 1Q16
+15% +16% +13% +13%% Change v. YAG
COMPUTER/SMARTPHONE VIDEO TRENDS
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 20
App/Web Usage Is Driven Across The Board – Especially Among Adults 50+
Source: Nielsen Total Audience Report 2Q16; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
% Change In App/Web Usage on Smartphone by AgeMonthly Time Spent 2Q16 v YAG
A65+
55%
A50-65
47%
A35-49
28%
A25-34
17%
A18-24
25%
69:00 63:3861:56 53:52 43:49 Time Spent(Hrs:min)
Usage Is Highest Among A18-49
COMPUTER/SMARTPHONE VIDEO TRENDS
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 21
…And Is Up Significantly Across All Ethnic Segments
Source: Nielsen Total Audience Report 2Q16; In March 2016, Nielsen implemented a credited enhancement to improve reporting of mobile usage.
Change in P18+ Video on Smartphone Monthly Usage2Q16 v. YAG
3,513,000 4,036,000 1,411,000
+23% +22% +25%
Black Hispanic Asian
% Change In Time Spent
Absolute ChangeIn Users
COMPUTER/SMARTPHONE VIDEO TRENDS
Strength Of Cinema…
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 23
Cinema Delivers Over 128 Million Viewers Monthly, Providing Additional Reach To Your Marketing Mix
1990’s
Source: Nielsen NCAR; 8/16; moviegoers for past month
P2+ 128,560,879
P18-49 91,967,772
P25-54 77,707,909
Cinema’s Reach
STRENGTH OF CINEMA
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 24
Cinema Reaches Advertiser’s Key Target – A18-49
Cinema Audience Profile
Source: Nielsen NCAR; 8/16; moviegoers for past month
A55+
10.7%
A18-49
70.9%
T12-17
5.0%
CH2-11
8.3%
STRENGTH OF CINEMA
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 25
…And Recency is Key for Time Sensitive Marketing Campaigns – Over 60% of Movie-goers Attended In Past Week
Source: Nielsen NCAR; 8/16; moviegoers for past month
When was the last time attended a movie in the theater?
20%
15%
10%
5%
17% 21%
6%
14%22% 23%
8%
16% 17%
7%
60% 63% 63%
86%
65%
59%
86%
In Past Week
2500
6%0% 3% 1% 3% 3% 1%
P2+ F12-17 M12-17 M18-34 F18-34 M18-49 F18-49
In Past Month Over A Month Ago Don't Know
STRENGTH OF CINEMA
With Rise Of Alternate Viewing Platforms, What Is State of Multi-Media Device & Gaming Usage?
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 27
More & More Are Viewing On Multimedia Devices As Reach Surpasses 86 Million Consumers – Up 9% From A Year Ago
Source: Nielsen Total Audience report 2Q16; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku, google chromecast, smartphones and audio-video viewing sources (computer/latops, tablets, karaoke, video camcorders, security/digital cameras) that are connected to home TV set
# Of Users P2+ (OOO) on Multimedia Devices
1Q16
86,689
4Q15
79,701
3Q15
72,113
2Q15
66,491
1Q15
61,067
4Q14
53,236
42,693
2Q16
MULTI-MEDIA DEVICE USAGE
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 28
Time Spent Is Greatest Among Millennials
Source: Nielsen Total Audience Report 2Q16; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku, google chromecast, smartphones and audio-video viewing sources (computer/latops, tablets, karaoke, video camcorders, security/digital cameras) that are connected to home TV set
Time Spent with Multimedia Devices/Monthly 2Q16(Hrs:min)
A50-65
24:17
A35-49
22:56
A25-34
23:52
A18-24
33:11
T12-17
32:51
CH2-11
20:35
25:50
A65+
MULTI-MEDIA DEVICE USAGE
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 29
However, Adults 18-24 Exhibit No Growth Year Over Year
Source: Nielsen Total Audience Report 2Q16; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku, google chromecast, smartphones and audio-video viewing sources (computer/latops, tablets, karaoke, video camcorders, security/digital cameras) that are connected to home TV set
% Change in Time Spent with Multimedia Devices/Monthly2Q16 v. YAG
A50-65
4%
A35-49
16%
A25-34
9%
A18-24
13%
T12-17
0%
CH2-11
11%
18%
A65+
MULTI-MEDIA DEVICE USAGE
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 30
Significantly More Hispanics Have Embraced Multimedia Devices – More Than 6 Million More
Source: Nielsen Total Audience Report 2Q16
Change in P2+ Multimedia Device Usage/Monthly 2Q16 v. YAG
+2,993,000 +6,055,000 +2,095,000
+29% +13% -4%
Black Hispanic Asian
% Change In Time Spent
Absolute ChangeIn Users
MULTI-MEDIA DEVICE USAGE
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 31
Game Console Usage Is Down Across The Board - More Than 4 Million Users In Total
Source: Nielsen Total Audience Report 2Q16
T12-17
-810
A25-34
-1,013
A50-65
-479
A65+
-87
A2+
-4,335
CH2-11
-1,359
-392
A18-24
-198
A35-49
Absolute Change in Game Console Reach/Monthly2Q16 v. YAG
VIDEO GAME DEVICE USAGE
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 2Q16 32
However, Time Spent Is Relatively Flat Among Younger Consumers But Up Double Digits With Adults 25+
Source: Nielsen Total Audience Report 2Q16
A35-49
14%
A25-34
15%
A18-24
-2%
T12-17
1%
CH2-11
1%
23:44 43:50 33:57 33:58 18:28
A65+
1%
A50-64
16%
13:18 10:19Time Spent(Hrs:min)
% Change in Time Spent with Gaming Consoles/Monthly2Q16 v. YAG
Time Spent is Greatest With A12-34
VIDEO GAME DEVICE USAGE
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