Blurring the Landscape: How TV is Merging Digital and Traditional Media. June 17th Created by Tania Yuki

Transcription

1 Blurring the Landscape: How TV is Merging Digital and Traditional Media June 17th Created by Tania Yuki

2 Opener 2

3 Agenda Meet the new TV audience Changing the angle of vision: Cross platform as connected channels, and behaviors Window into the future 3

4 60-70% of ALL audiences watch commercials, whether they are watching on TV or Online 120% 100% 80% 6% 9% 16% 23% 5% 9% 22% 14% 60% 40% 20% 0% 40% 35% 37% 39% 31% 18% 23% 29% 7% 21% 6% 11% TV Only [A] Cross Platform Online Only [A] Cross Platform Never watch commercials Rarely watch commercials Sometimes watch commercials Most of the time watch commercials All the time watch commercials Q8. Which one of the following best describes how often you watch commercials when viewing original series on TV? Q15. Which one of the following best describes how often you watch commercials when viewing original TV shows ONLINE? Q18. Would you prefer to have a ticker on top of your computer screen that would show you the duration of the commercial break? 4 Base sizes: Total=1717 TV Only=1182 Both TV/Online=535 Total=640 Online Only=106 Both TV/Online=534

5 We are leaving money on the table when it comes to original TV programming on the web Desired Length of Commercials Online min 2 min 3 min 4 min 5 min 6 min 7 min 8 min 9 min 10 min 11 min 12 min 13 min 14 min 15 min Negligible Minimal Long Enough Too Long 5 Base sizes: Total=640

6 How the new TV audience tunes in: by platform Online-Only Cross Platform 0 Viewers TV Viewers 29% 0% 6% Cross Platform Viewers 29% Online-Only TV Viewers 6% TV-Only Viewers 65% 6 The future of original TV Viewing and the new digital consumer was a survey conducted by comscore in December 2009 Base sizes: Total=1823 TV Only=1183 Online Only=105 Both TV/Online=535

7 Platform viewing by age: TV Only 45% TV + Online 42% Online 13% % 38% 9% % 28% 4% 7

8 This is not a platform war: Q24. For each type of show, please select whether you prefer to see it Online or on TV. 8 Base sizes: Both TV/Online=535

9 The motivations for Cross Platform Viewing: Freedom in space and time vs timeliness and quality Q23. We would now like to compare the viewing of original shows Online and on TV. For each attribute below, please select whether Online or TV is better. 9 Base sizes: Both TV/Online=535

10 TV Only viewers compared with Cross Platform Viewers 40% 35% 30% 30% 35% 32% 27% 25% 24% 20% 19% 15% 11% 13% 10% 9% 5% 3% 0% TV only Cross Platform 10

11 Missed episodes and convenience not ad avoidance were the main reasons for watching TV online among Cross Platform viewers Reasons to Watch Online Missed episode on TV 71% A Convenience 57% Less ads 38% Like to see past episodes 25% Both TV/Online [B] Prefer the online experience 13% Don t subscribe to cable/don't have a TV 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply. 11 Base sizes: Total=640 Online Only=105 Both TV/Online=535

12 How the audiences for original TV programming tune in: live vs time shifted After 7 days 16% Within 7 days 19% Live Only 45% Within 3 days 20% 12 Which one of the following best describes how you typically watch original TV series?

13 What this looks like across age groups: Watch live, 35 % 42 % 23 % Watch live, 35 % 47 % 18 % Watch live, 46 % 38 % 16 % Watch live, 55 % 34 % 11 % 65+ Watch live, 57 % 30 % 13 % 0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Watch live Do not watch live but watch within a week Watch a week later 13

14 Live and time shifted viewing by time spent VOD (inc Online) 15% DVR 26% Live Viewing 59% 14 Original Scripted TV Programming

15 The new TV audience Changing the angle of vision: Cross platform as connected channels, and behaviors Window into the future 15

16 "Numerous small things connected together generate enormous power." Kevin Kelly 80% 70% 72% Discovery of new TV shows 60% 59% 50% 40% 35% 44% 30% 28% 20% 10% 3% 6% 14% 11% 19% 3% 10% 9% 21% 0% TV advertising Online video site Friend/family member recommendation TV Only [A] Radio Magazine Outdoor advertising Cross Platform Viewers Social networking sites Q25. Through which of the following methods did you hear about your favorite original TV show? Check all that apply. Base sizes: Total= TV Only=1183 Both TV/Online=640

17 Online video viewing can drive TV viewing Channel used to continue watching shows that were first discovered Online 60% Both TV/Online [C] 57% 50% 40% 30% 20% 22% 21% 10% 0% Continued to watch it online Continued to watch it on TV Continued to watch it both online and on TV Both TV/Online [C] Q28. After you first watched your favorite show online, did you continue to watch it online or on TV, or both? 17 Base sizes: Total=752 TV Only=194 Online Only=96 Both TV/Online=462

18 Social networking works alongside other advertising channels to enable new TV program discovery 50% Social Networking 35% 18 Q25. Through which of the following methods did you hear about your favorite original TV show?

19 Online discovery is impactful for all kinds of viewers -whether they watch online or not Across all respondents, 20% of shows regularly watched had been viewed online first Some viewers felt that if they had not been made aware of their favorite TV shows online first, they would never have discovered it: Total TV Only [A] Both TV/Online [C] Yes, I would have discovered it on TV, if I had not first seen it online 72% 80% 74% No, I would not have discovered it on TV and prob. missed the show 28% 20% 26% Q26. What percentage of your favorite original TV shows did you first watch: Q27. If you had not seen your favorite show online first, do you think you would have discovered that show on TV? 19 Base sizes: Total=753 TV Only=194 Online Only=96 Both TV/Online=463

20 Some other benefits of cross platform viewing: 20

21 Cross platform viewers tend to watch more than those that tune in on TV only 60.0 % 50.0 % 40.0 % 30.0 % 20.0 % 10.0 % 0.0 % Light original series TV viewer (less than 5 hours) Medium original series TV viewer (6-10) Heavy original series TV viewer (more than 10) TV Only Cross Platform 21

22 The new TV audience The financial benefits of cross platform Window into the future 22

23 Who is the online-only TV viewer?? 23

24 The Online-Only TV Viewer 40% 35% 30% 25% 20% 15% 10% 5% 0% TV only 24 Online only The future of original TV Viewing and the new digital consumer was a survey conducted by comscore in December 2009 Base sizes: Total=1823 TV Only=1183 Online Only=105 Both TV/Online=535

25 Key motivations for online-only viewing Convenience Don't subscribe to pay TV/don't have TV Missed Episode on TV Prefer the online experience Less Ads Archive Viewing 0% 10% 20% 30% 40% 50% 60% 70% 25

26 Compressed entertainment Online-only viewers are more likely than regular viewers to save up episodes and watch them back-to-back, in one sitting 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% B 25% 35% 28% 41% 37% 34% Online Only [A] Both TV/Online [B] A One at a time, the most recent One at a time, catch up viewing I try to watch as many episodes back to back as I can, all in one go Q14. When watching drama TV shows online, do you typically like to see one episode at a time or all episodes together? 26 Base sizes: Total=640 Online Only=106 Both TV/Online=534

27 They are also much more likely to tune in a week or more after broadcast Online-Only TV viewer Watch live only 9% Cross Platform Viewer Watch live only 36% Do not watch live but watch within 3 days 23% Do not watch live but watch within 3 days 25% Do not watch within first 3 days but watch within a week 22% Do not watch within first 3 days but watch within a week 26% Watch a week later 46% Watch a week later 14% 27

28 In closing TV remains the platform of choice, but audiences are increasingly connected and platform agnostic in their discovery and behavior around original TV content We are leaving money on the table when it comes to advertising against original TV online Convenience and catch-up not ad avoidance are the key motivators of cross platform viewing 28