2019 video consumption landscape survey · big screen penetration & 2nd screen engagement...

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1 Copyright © 2019 The Nielsen Company. Confidential and proprietary. 2019 Video Consumption Landscape Survey

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2019 Video Consumption Landscape Survey

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Survey Details

Objectives

2019 Video Consumption Landscape Survey aims to better understand the audience behavior and

usage experience for a gauge of audience engagement level on various online and offline video

platforms.

Specifications

Targets: HK Citizens aged 15 to 64 who have ever watched any TV or online video in the past 7 days

Sampling: n=2,579 (±1.93%) with quota on age & gender to well representative for HK population

Fieldwork: May to Jun 2019

Methodology: Hybrid with mix of online and offline approaches

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79%

36%

21% 9% 6% 4%

Working PMEB Non-Working Student Homemaker Retired

43%

36%

14%

8%

<HK$20K

HK$20-39K

HK$40-59K

HK$60K+

12%

13%

11%

10%

7%

12%

10%

9%

9%

7%

Respondent Profile

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Age by Gender

15-24

25-34

35-44

45-54

55-64

Monthly Personal Income

Occupation Status Marital Status

Single / Others 43% Married 57%

Monthly Household Income

52.6% 47.4% 8%

27%

26%

39% <HK$20K

HK$20-39K

HK$40-59K

HK$60K+

Median: HK$23,498 Median: HK$51,240

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Video Consumption Landscape

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

• Target Incidence: 98.5% Mass population viewed Video Content in

the Past 7 Days

• 85% of them are Daily Viewers

• 263 minutes daily average they spent on video contents,

from both offline and online

• 87% use the Second Screen while watching video content from

the Big Screen TV Set

T V 72%

80%

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Big Screen Penetration & 2nd Screen Engagement

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Definition: Viewers on FTV, PTV or OTT Box via TV Set in the Past 7 days

TV Set

95%

85%

Mobile

29%

Tablet 23%

Desktop

87% audiences would use the 2nd screen while watching TV.

Free TV, Pay TV, OTT Box

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12

13

18

24

28

40

47

58

64

71

優酷

千尋

Netflix

On.cc

Viu Digital

Instagram Video

AppleDaily

myTV SUPER

Facebook Video

YouTube 71 min

48 min

114 min

36 min

48 min

76 min

34 min

78 min

65 min

48 min

Top 10 OTT & Digital Platforms for Video Content

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Definition: my TV SUPER includes OTT Box, App or Web (Net), Viu includes Viu App or ViuTV App

Reach : Viewer of specific platforms in the Past 7 days; Intensity & Timespent : General viewing pattern for the past month

Reach

Digital Video Player (P7D)

Reach Intensity Time Spent

Intensity

#Day a Week

4.8

4.9

3.8

4.7

4.9

2.9

4.1

3.2

2.8

2.4

#3

#2

#1

#4

#5

#1

#2

#3

#4

#6

TimeSpent

Min Daily Ave

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Optimal Audience Engagement

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Case study from Nielsen’s Digital Brand Effect (Australia)

“Exposure can Maximize the Resonance of Ad Campaigns”

https://www.nielsen.com/au/en/insights/article/2017/how-frequency-of-exposure-can-maximise-the-resonance-of-your-digital-campaigns/

22% Digital ad not effective

to drive brand lifting

5 – 9times Optimal range to improve

overall brand lift for Digital Ads, by 51% on average

Strong link Between Awareness & Intent to and campaign

resonance.

Resonance FMCG, Electronics, Retail closely tied

to exposure & frequency; Financial, Professional depends highly on

Branding & Content

Exposure time and frequency to a campaign will inform the strength of audience response to the

brand. Understanding how the objective of the campaign and product category influence this

response can help advertisers to drive better results.

To avoid paying for exposures they don’t need, and maximize resonance with consumers, brands and

advertisers will benefit from an understanding of this optimal engagement effect.

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Optimal Engagement Prospective Beyond Ordinary Usage on Reach% & Penetration

REACH

Time Spent

Intensity

Share of Attention

+

+

Factoring on multi-dimensional perspectives to derive a more comprehensive, accurate and

representative measurement on the share of attention among the key players in a competitive market

Little

Tim

espe

nt

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Share of Attention of video players

myTV SUPER

13%

FTV 33%

PTV 4%

YouTube 17%

Facebook 10%

Others 23% (17 players)

Considerations

Deduced from the combination of “Reach”,

“Intensity” and “Timespent” for myTV

SUPER and 5 major video platform/s

Consolidate by Total video consumption

engagement for the HK audience viewing

various video content in the past 7 days

Based on n=2,579 and average daily video

consumption time is 263min (4.4hrs)

myTV SUPER: OTT Box, App and Web

FTV : Linear TVB, ViuCh99, HK Open TV

PTV : Now Box, Now E Box, CableTV

Others (digital) : Instagram, Netflix, HBO Go, YahooTV, ViuApp,

ViuTV App, Now App, NowE App, AppleDaily, On.cc, ATV, iQiyi,

Qianxun, Tencent, Youku, Xiaomi, Anbo)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base & Definition : Video viewer in the past 7 days; the intensity and average timespent over a video player

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Platforms Consumption Classification (57 combinations)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average time spent over a video player

Share of Attention Study

19% Reach, 26% Share of Attention

MT+FTV+YT+FB+Others

12% / 20%

MT+FTV+PTV

+YT+FB+Others

11% / 11%

FTV+YT

+FB+Others

5% / 2%

FTV

5% / 6%

FTV+PTV+YT

+FB+Others

52% Reach & 65% Share of Attention

for Top 5 combinations

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Platforms Consumption Classification (57 combinations)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average time spent over a video player

Share of Attention Study

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19% Video Viewer (P7D), 26% Share of Attention:

MT+FTV+YT+FB+Others Only (356min average time spent on Video content)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average time spent over a video player

• Female (58%), Male (42%)

• A25-44 (47%), A45-64 (35%)

• Living with families (HH3+ 80%)

• Married (51%)

• Working (79%), PMEB (41%)

• MPI $27,000 & MHI $62,300

Demographic & Household Status 90% Outbound travelers

3 of 4 more than 2x trips a year

74% Insurance owner

62% Stock or bonds

Attention on health

Spent on self images

Worth paying more for quality goods

Interest on luxury products

Digital guru

Enjoy shopping

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12% Video Viewer (P7D), 20% Share of Attention:

MT+FTV+PTV+YT+FB+Others Only (430min average time spent on Video content)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average timespent over a video player

• Female (52%), Male (48%)

• A25-44 (56%), A45-64 (32%)

• Living with families (HH3+ 81%)

• Married (64%) with Kids (90%)

• Working (88%), PMEB (61%)

• MPI $35,700 & MHI $74,200

Demographic & Household Status

96% Outbound travelers

4 of 5 more than 2x trips a year

Higher spending power

85% Insurance owner

76% Stock or bonds

60% Funds / Retirement plan

60% Premium banking

Attention on kids education

Higher chance studying abroad

Higher attention on Health

Willing to invest on themselves

Interest on luxury items

Worth paying for quality

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11% Video Viewer (P7D), 11% Share of Attention:

FTV+YT+FB+Others Only (252min average time spent on Video content)

• Female (53%), Male (47%)

• A15-24 (22%), A25-44 (47%), A45-64 (31%)

• Living with families (HH3+ 73%)

• Single (63%)

• Students (14%), Working (78%)

• MPI $25,500 & MHI $55,700

Demographic & Household Status 84% Outbound travelers

Most likely 1x-2x trips a year

Budget travelling

Interest on latest digital electronics

Grocery shoppers

Enjoy shopping

Spend on self images

Worth paying for high quality

Interest in luxury products

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average timespent over a video player

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5% Video Viewer (P7D), 2% Share of Attention:

FTV Only (116min average time spent on Video content)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average timespent over a video player

• Female (51%), Male (49%)

• A45-64 (77%)

• HH Size 1-2 (36%); HH3+ 64%

• Married (64%) with Kids (84%), grow up kids over 60%

• Working (73%) PMEB (30%), Retired (13%), Housewives (10%)

• MPI $26,200 & MHI $48,200

Demographic & Household Status 75% Outbound travelers

Half of them travel 1x a year

Budget travelling

60% Stock or bonds

40% Foreign Currency

Enjoy cooking at home

Unlikely to spent on self

images or luxury items

Did not keen on chasing latest

digital electronic products

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5% Video Viewer (P7D), 6% Share of Attention:

FTV+PTV+YT+FB+Others Only (306min average time spent on Video content)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average timespent over a video player

• Female (53%), Male (47%)

• A25-44 (48%), A45-64 (42%)

• Living with families (HH3+ 72%)

• Married (55%) with Kids (78%)

• Working (86%), PMEB (48%)

• MPI $33,700 & MHI $71,400

Demographic & Household Status

91% Outbound travelers

2 of 3 more than 2x trips a year

Higher spending power

52% Premium Banking

73% Insurance

76% Stocks / Bonds

Pets lovers

Attention on kids education

Higher chance studying abroad

Enjoy shopping

Willing to spend on self images

Interest on luxury items

Worth paying on quality

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5% Video Viewer (P7D), 4% Share of Attention:

MT+FTV+Others Only (201min average time spent on Video content)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average time spent over a video player

• Female (53%), Male (47%)

• A55-64 (45%), A35-54 (42%)

• Living with families (HH3+ 79%)

• Married (81%) with Kids (94%), grow up kids (43%)

• Working (70%), PMEB (40%), Full-time Housewife (14%)

• MPI $29,400 & MHI $65,700

Demographic & Household Status 84% Outbound travelers

59% 1x - 2x trips a year

67% Insurance owner

61% Stock or bonds

44% Foreign Currency

Attention on health

Attention on kids education

Worth paying more for quality goods

Grocery shoppers

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4% Video Viewer (P7D), 4% Share of Attention:

MT+FTV+YT+Others Only (254min average time spent on Video content)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average timespent over a video player

• Female (51%), Male (49%)

• A45-64 (63%)

• Medium HH size (HH3-4: 64%)

• Married (67%) with Kids (88%)

• Working (64%), Full-time Housewife (15%)

• MPI $22,300 & MHI $49,100

Demographic & Household Status

81% Outbound travelers

3 of 4 1x-2x trips a year

69% Insurance owner

58% Stock or bonds

Attention on kids education

Grocery shopper

Enjoy shopping

Worth paying for quality

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4% Video Viewer (P7D), 2% Share of Attention:

FTV+Others Only (129min average time spent on Video content)

• Female (52%), Male (48%)

• A35-44 (21%), A45-64 (54%)

• HH size 1-2 (33%); HH 3-4 (60%)

• Married (64%) with kids (79%)

• Working (84%), Blue and White Collar (52%)

• MPI $25,700 & MHI $57,600

Demographic & Household Status 81% Outbound travelers

3 of 4 1x-2x trips a year

Budget travelling

Interest on latest digital electronics

Grocery shoppers

Worth paying for high quality

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average timespent over a video player

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4% Video Viewer (P7D), 2% Share of Attention:

MT+FTV Only (156min average time spent on Video content)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average timespent over a video player

• Male (52%), Female (48%)

• A45-64 (74%)

• HH Size 3-4 (64%)

• Married (72%) with grow up kids (58%)

• Working (78%), Retired (12%)

• MPI $30,600 & MHI $63,300

Demographic & Household Status 75% Outbound travelers

43% of them travel 1x a year

Willing to spend on travelling

62% Insurance

57% Stock or bonds

Over 40% hold Funds/Retirement

Plans or Foreign Currency

Unlikely to spent on self images

or luxury items

Grocery shoppers

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3% Video Viewer (P7D), 2% Share of Attention:

FTV+YT+Others Only (187min average time spent on Video content)

Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)

Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview

Base : Video viewer in the past 7 days; the intensity and average timespent over a video player

• Male (58%), Female (42%)

• A45-54 (36%)

• HH size 1-2 (33%); HH 3-4 (57%)

• Single (55%)

• Working (78%)

• MPI $26,900 & MHI $54,800

Demographic & Household Status 72% Outbound travelers

44% of them only 1x trip a year

Budget travelling

66% Insurance

48% Stock or bonds

Grocery shopper

Worth paying for high quality

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Keynotes Take Away

Universe & Landscape

Video Content Consumption

Behavior for cross platform

landscape

Optimization Share of Attention is another

angle of Audience

Engagement Optimization

Segmentation

Characteristic of Audience

differs from video platforms

This artwork was created using Nielsen data.

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.