VAB REPORT: STATE OF DIGITAL VIDEO. TV COMMANDS 91% OF TOTAL VIDEO TIME

Transcription

1 VAB REPORT: STATE OF DIGITAL VIDEO. TV COMMANDS 91% OF TOTAL VIDEO TIME

2 SUMMARY Highlights TV commands majority of consumers video time across the age spectrum, across all ethnicities 91% of P2+ video time is spent with TV; 86% of millennial's TV is dominant among Blacks, Hispanics and Asians by far Consumers video viewing on computer erodes, across all ethnicities. Viewers are migrating from computer video to smartphone video 12% less consumers watching video on computer (P2+) 6% increase in smartphone video consumption; 45% more time spent (P2+) App/Web usage achieves its highest level to date, 176 million/monthly consumers (P2+) Multimedia device penetration and usage up significantly penetration at 22% Time spent with multimedia devices is highest among millennials 30 minutes/month Gains experienced across the age spectrum

3 TV REACH Television s Reach is Undeniable Total Day Reach % P2+ CH2-11 T12-17 A18-34 A35-49 A50-64 A65+ Source: Nielsen Npower, 9/22/15-12/27/15

4 TV SHARE OF VIDEO TIME Television Commands 91% of Consumer s Total Video Time P2+:# of Viewers v. YAG P2+: Time Spent (Hrs:min) TV Share Of Total Video Time Source: Nielsen Total Audience Report 3Q15; Total video=tv; internet video and mobile video; Monthly Usage by Device Among P2+ Watching Television Watching Video on a Computer Watching Video on a Smartphone 282 Million 127 Million 133 Million -0% -12% +6% 138:42 12:28 2:12 91% 8% 1%

5 SHARE OF VIDEO TIME: KEY DEMO Key Advertiser Targets Spend Virtually All of Their Viewing Time With The Television TV Share Of Total Video 3:09 17:49 95:39 Traditional TV Nielsen Total Audience Report 3Q15; Total video=tv; internet video and mobile video Monthly Time Spent By Medium (Hrs: min) Video on PC 2:36 15:44 113:30 Video on Smartphone 2:06 14:43 128:58 P18-34 P18-49 P % 86% 89%

6 SHARE OF VIDEO TIME: YOUNG ADULTS Even Among Teens & Young Adults, TV Is The Preferred Video Viewing Platform 10:20 102:30 10:32 Traditional TV CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+ Source: Nielsen Total Audience Report 3Q15 Total video=tv; internet video and mobile video Monthly Time Spent By Medium (Hrs: min) 3:53 18:29 80:02 82:56 Video on PC 2:34 17:27 104:22 TV Share Of Total Video Video on Smartphone 1:54 13:42 132:49 1:26 10:08 178:28 0:42 6:17 214:06 91% 89% 79% 84% 90% 94% 97%

7 SHARE OF VIDEO TIME: ETHNICITY A Look By Ethnicity: TV Dominates Across All TV Share Of Total Video 3:24 17:59 201:36 Nielsen Total Audience Report 3Q15; Total video=tv; internet video and mobile video Monthly Time Spent Viewing By Device P2+ (hrs:min) Traditional TV Video on PC 3:28 15:44 109:55 Video on Smartphone 3:37 14:18 79:30 Black Hispanic Asians 91% 86% 82%

8 TV SHARE: ETHNICITY BY DEMO By Demo: TV Commands Majority of Viewing Minutes TV s Share of Total Video Minutes (Monthly) Ch2-11 T12-17 A18-24 A25-34 A35-49 A Black 94% 93% 82% 85% 89% 95% 98% Hispanic 91% 90% 74% 80% 84% 94% 96% Asian n/a n/a 70% 73% 81% 92% 96% Even Among Young Adults, 3 Out of 4 Video Viewing Minutes Is Spent With The TV Source: Nielsen Total Audience Report 3Q15; Total Video=PC+smartphone+TV; no asian video numbers available for P2-17

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10 COMPUTER VIDEO EROSION Consumer Video Viewing On Computer Erodes Across All Ethnicities % Change # of Users P18+ (OOO) Viewing Video on Computer/Monthly v YAG 3Q14 3Q15% Diff Total 128, ,502-11% Black 15,468 14,304-8% Hispanic 15,274 13,000-15% Asian 4,939 4,202-15% But of Those That Do Watch, They Continue To Spend More Time Especially Blacks & Hispanics Source: Nielsen Total Audience Report 3Q15 % Change v. YAG in P18+ Monthly Time Spent withcomputer Video Monthly 12% 31% 32% 22% -7% Total Black Hispanic Asian

11 COMPUTER TO PHONE VIDEO MIGRATION Migration From Computer Video To Smartphone Video Sustains Absolute Change in # of Viewers P2+/Monthly Computer Video -17,056,000 Source: Nielsen Total Audience Report 3Q15 Smartphone Video +7,238,000 and Propels Smartphone s Video Reach To Surpass PCs Reaching Its Highest Level To Date Watching Television Watching Video on Computer Watching Video on a Smartphone # of Viewers/ Monthly by Device Among P2+ % Change v. YAG 282 Million 0% 127 Million -12% 133 Million +6%

12 SMARTPHONE VIDEO Time Spent On Smartphone Video Is Up Considerably % Change v. YAG in P2+ Monthly Time Spent with Smartphone Video 45% 40% 52% 55% Total Black Hispanic Asian and Driven by Both Ends of Age Spectrum, Especially Among The Older Consumers Source: Nielsen Total Audience Report 3Q15 % Change in Time Spent With Smartphone Video Monthly 15% 16% 13% 22% 75% A18-24 A25-34 A35-49 A50-64 A65+

13 SMARTPHONE APP/WEB REACH App/Web Usage Reaches Its Highest Level To Date 110,916 # of P2+ (OOO) Using Smartphone App/Web Monthly v YAG 121, , , , , , , , , , ,145 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 Source: Nielsen Total Audience Report 3Q15

14 SMARTPHONE APP/WEB USAGE Smartphone Apps/Web Usage Is Driven By Both Young & Old Users % Change In App/Web Usage On Smartphone by Age Monthly Time Spent v YAG 14% 2% 3% 1% 23% A18-24 A25-34 A35-49 A50-64 A65+ Source: Nielsen Total Audience Report 3Q15 and Across Ethnicities % Change In # of P2+ Using Smartphone App/Web By Ethnicity Monthly v YAG 4% 1% 8% Total Black Hispanic

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16 MULTIMEDIA DEVICE PENETRATION Multimedia Device Penetration Grows 18% 22% Multimedia Device Penetration 3Q14 3Q15 Total Black Hispanic Asian Source: Nielsen Total Audience report 3Q15; 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 12% 16% 16% 22% 41% 43%

17 MULTIMEDIA DEVICE USAGE Multimedia Device Usage Experiences Gains Across The Board 19% % Change in Time Spent with Multimedia Devices Monthly - 3Q15 v. 3Q14 24% 8% 21% 22:39 16% 13% 6% CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+ CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+ Source: Nielsen Total Audience Report 3Q15 Total video=tv; internet video and mobile video 20:32 Time Spent with Multimedia Devices Monthly - 3Q15 22:13 30:53 29:56 21:16 Delivers Greatest Usage Among Millennial s 24:15

18 TV SHARE OF VIDEO TIME In Summary, TV Commands Majority of Video Minutes Among All Viewers Even the Elusive Young Consumers Video on Smartphone CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+ Source: Nielsen Total Audience report 3Q15 Total video=tv; internet video and mobile video Share of Total Monthly Video Time Spent by Device Video on Computer 91% 89% 79% 84% 90% 94% 97% 9% 11% 18% 14% 9% 5% 3% 2% 2% 1% 1% 0% TV

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