blurring the landscape

8/9/2019 Blurring the Landscape

1/28

June 17th

Created by Tania Yuki

Blurring the Landscape: How TV is Merging Digitaland Traditional Media


2/28

2 comScore, Inc. Proprietary and Confidential.

Opener


3/28


Agenda

Meet the new TV audience

Changing the angle of vision:Cross platform as connected channels, and behaviors

Window into the future


4/28


60-70% of ALL audiences watch commercials, whether they arewatching on TV or Online

7% 6%21% 11%

31%23%

18%29%

40%

39%

35% 37%

16%23%

22% 14%

6% 9% 5% 9%

0%

20%

40%

60%

80%

100%

120%

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?

Base sizes:Total=1717

TV Only=1182Both TV/Online=535

Total=640Online Only=106

Both TV/Online=534

Q18. Would you prefer to have a ticker on top of your computer screen that would show you the duration of the commercial break?


5/28


We are leaving money on the table when it comes to original TVprogramming on the web

0.0

20.0

40.0

60.0

80.0

100.0

1 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


Desired Length of Commercials Online


6/28


How the new TV audience tunes in: by platform


TV Only=1183Online Only=105

Both TV/Online=535

The future of original TV Viewing and the new digital consumerwas a survey conducted by comScore in December 2009

0

0%

Online-OnlyTV Viewers

6%

Cross Platform Viewers

29%

TV-Only Viewers65%

Online-OnlyTV Viewers

6%

Cross Platform

Viewers29%


7/28


Platform viewing by age:

68%

53%

TV Only 45%

28%

38%

TV + Online42%

4%

9%

Online13%

35-49

25-34

18-24


8/28


This is not a platform war:

Q24. For each type of show, please select whether you prefer to see it Online or on TV.

Base sizes:Both TV/Online=535


9/28


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.

Base sizes:Both TV/Online=535


10/28


TV Only viewers compared with Cross Platform Viewers

11%

19%

35%

27%

9%

24%

30%

32%

13%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

18-24 25-34 35-49 50-64 65+

TV only Cross Platform


11/28


Missed episodes and convenience not ad avoidance were the main reasonsfor watching TV online among Cross Platform viewers

Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply.

7%

13%

25%

38%

57%

71%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Dont subscribe to cable/don't have a TV

Prefer the online experience

Like to see past episodes

Less ads

Convenience

Missed episode on TV

Reasons to Watch Online

Both TV/Online [B]

Base sizes:


Both TV/Online=535

A


12/28


How the audiences for original TV programming tune in:live vs time shifted

Which one of the following best describes how you typically watch original TV series?

Live Only 45%

Within 3 days20%

Within 7 days19%

After 7 days16%


13/28


What this looks like across age groups:

Watch live , 57 %

Watch live , 55 %

Watch live , 46 %

Watch live , 35 %

Watch live , 35 %

30 %

34 %

38 %

47 %

42 %

13 %

11 %

16 %

18 %

23 %

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

65+

50-64

35-49

25-34

18-24

Watch live Do not watch live but watch within a week Watch a week later


14/28


Live and time shifted viewing by time spent

Live Viewing59%

DVR26%

VOD (incOnline)

15%

Original Scripted TV Programming


15/28


The new TV audience

Changing the angle of vision:Cross platform as connected channels, and behaviors



16/28


"Numerous small things connected together generate enormouspower." Kevin Kelly

72%

3%

35%

6%

11%

3%

9%

59%

28%

44%

14%

19%

10%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

TV advertising Online video site Friend/familymember

recommendation

Radio Magazine Outdooradvertising

Social networkingsites

TV Only [A] Cross Platform Viewers

Q25. Through which of the following methods did you hear about your favorite original TV show? Check all that apply. Base sizes:

Total=1823TV Only=1183

Both TV/Online=640

Discovery of new TV shows


17/28


Online video viewing can drive TV viewing

22% 21%

57%

0%

10%

20%

30%

40%

50%

60%

Continued to watch it online Continued to watch it on TV Continued to watch it both onlineand on TV

Both TV/Online [C]

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?Base sizes:

Total=752


Both TV/Online=462

Channel used to continue watching shows thatwere first discovered Online


18/28


Social networking works alongside other advertising channels toenable new TV program discovery

Q25. Through which of the following methods did you hear about your favoriteoriginal TV show?

35%50%

SocialNetworking


19/28


Online discovery is impactful for all kinds of viewers -whether theywatch online or not

Q27. If you had not seen your favorite show online first, do you think you would have discovered that show on TV?



Both TV/Online=463

Total

Yes, I would havediscovered it on

TV, if I had not firstseen it online

72%

No, I would nothave discovered iton TV and prob.missed the show

28%

TV Only [A]

80%

20%

Both TV/Online [C]

74%

26%

Q26. What percentage of your favorite original TV shows did you first watch:

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 TVshows online first, they would never have discovered it:


20/28


Some other benefits of cross platform viewing:


21/28


Cross platform viewers tend to watch more than those that tune in onTV only

0.0 %

10.0 %

20.0 %

30.0 %

40.0 %

50.0 %

60.0 %

Light original series TV viewer (less than 5hours)

Medium original series TV viewer (6-10) Heavy original series TV viewer (more than10)

TV Only Cross Platform


22/28


The new TV audience

The financial benefits of cross platform



23/28


Who is the online-only TV viewer?

?


24/28


The Online-Only TV Viewer

0%

5%

10%

15%

20%

25%

30%

35%

40%

18-24 25-34 35-49 50-64 65+

TV only Online onlyBase sizes:Total=1823


Both TV/Online=535

The future of original TV Viewing and the new digital consumerwas a survey conducted by comScore in December 2009


25/28


Key motivations for online-only viewing

0% 10% 20% 30% 40% 50% 60% 70%

Archive Viewing

Less Ads

Prefer the online experience

Missed Episode on TV

Don't subscribe to pay TV/don't have TV

Convenience


26/28


Compressed entertainment

37% 34%

28% 41%

35%25%

0%

10%

20%

30%

40%50%

60%

70%

80%

90%

100%

Online Only [A] Both TV/Online [B]

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?

Base sizes:


Both TV/Online=534

A

B

Online-only viewers are more likely than regular viewers to save up

episodes and watch them back-to-back, in one sitting


27/28


They are also much more likely to tune in a week or more afterbroadcast

Online-Only TV viewer Cross Platform Viewer

Do not watch within first 3 days butwatch within a week

22%

Do not watch live but watch within3 days

23%

Watch live only

9%

Watch a week later

46%

Do not watch within first 3 days butwatch within a week

26%

Do not watch live but watchwithin 3 days

25%

Watch live only

36%

Watch a week later

14%


28/28


In closing

TV remains the platform of choice, but audiences are increasingly

connected and platform agnostic in their discovery and behavioraround original TV content

We are leaving money on the table when it comes to advertising againstoriginal TV online

Convenience and catch-up not ad avoidance are the key motivators

of cross platform viewing

blurring the landscape

Documents