created by tania yuki and andres palmiter blurring the landscape: how tv is merging digital and...

Created by Tania Yuki and Andres Palmiter

Blurring the Landscape: How TV is Merging Digital and Traditional Media

2© comScore, Inc. Proprietary and Confidential.

Cross Media, what does that mean?


Agenda

– Meet the new TV audience

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

Cord cutting and connected devices


How the new TV audience tunes in: by platform

TV-Only Viewers70%Online-Only TV Viewers

6%

Cross Platform Viewers

24%


Platform viewing by age:

35-49

25-34

18-24

75%

55%

TV Only 57%

20%

36%

TV + Online 35%

5%

9%

Online 8%


This is not a platform war:

Drama 42%

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

Base sizes:Both TV/Online= 502

News/ Information51%

Reality TV45%

TV

Online

Comedy43%

No preference

Sports51%

Celebrity/ Entertainment

47%

Lifestyle/ Home51%


The balancing act, instead, is between:Freedom in space and time vs timeliness and quality

Overall viewing experience 65%

View the show as soon as it is released71%

Picture Quality77%

Interference from commercials – 64%

Watch the show on my own time – 79%

Watch the show wherever I want – 80%

Ability to stop and play the show when I want – 73%

Overall convenience – 65%

Sound Quality75%

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= 502

OnlineTV

Ability to easily find what I want to watch – 63%

Ability to discover programs that are relevant to me – 61%


TV Only viewers compared with Cross Platform Viewers


Missed episodes and convenience – not ad avoidance – were the main reasons for 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.Base sizes:

Total=617Online Only= 115

Both TV/Online= 502


For DVR/TiVo viewers, time shifting was for main motive… for online and VOD viewers, watching on one’s own schedule was the key motive

Q6. What are the main reasons why you watch Video On Demand and DVR/TiVo and Online? Check all that apply.

Reasons for watching VOD or DVR/TiVO or Online

Base sizes:Total= 1007

TV Only= 527Online Only= 97

Both TV/Online= 383

A A

AB


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?


What this looks like across age groups:

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


Live64%Video on

Demand6%

DVR/ TiVO16%

Online11%

Other3%

Base size:Total= 2054

Q5. What percent of the time do you use the following methods to watch original TV series?

Live and time shifted viewing by time spent


Ways of viewing are also changing…and can drive discovery mid season


The new TV audience

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

Cord cutting and connected devices


"Numerous small things connected together generate enormous power." Kevin Kelly

Q25. Through which of the following methods did you hear about your favorite original TV show? Check all that apply.Base sizes:Total= 2053


Both TV/Online= 502

Sources for hearing about TV shows


Online discovery can even drive TV viewing

Q28. After you first watched your favorite show online, did you continue to watch it online or on TV, or both?

Channel used to continue watching shows that were first discovered Online



Both TV/Online= 402


Online discovery is impactful for all kinds of viewers -whether they watch 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?

Total

Yes, I would have discovered it on TV,

if I had not first seen it online

67%

No, I would not have discovered it

on TV and prob. missed the show

33%

TV Only [A]

80%

20%

Online Only [B]

47%

53%

Both TV/Online [C]

64%

36%

• Question posed: If you had not seen your favorite show online first, do you think you would have discovered that show on TV?



Both TV/Online= 402


The new TV audience

The financial benefits of cross platform

– Cord cutting and connected devices


Devices. Which, if any, of these devices do you own ?Base sizes:Total= 2053


Both TV/Online= 502

Which, if any, of these devices do you own ?

Connected Devices – a growing demographic


Connected Devices – still subscribe to premium channels



Both TV/Online= 502

Which of the following premium channels do you subscribe to?

Devices. Which, if any, of these devices do you own ?

PremChannel. Which of the following premium channels do you subscribe to ?


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

Convenience and catch-up – not ad avoidance – are the key motivators of cross platform viewing– We are leaving money on the table when it comes to advertising against

original TV online

In a world with connected devices…

content is still king

created by tania yuki and andres palmiter blurring the landscape: how tv is merging digital and...

Documents

online tv ability

platform slide

tv online comedy

reality tv

original tv series

original tv shows

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time spent slide