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