evolution of the video viewer

8/8/2019 Evolution of the Video Viewer

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Evolution of the Video Viewer

Cheryl Idell, EVP Media Product Leadership


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2

Copyright 2010 The Nielsen Company. Confidential and proprietary.

New Technologies = Content + Convenience

Cable

DVR

Television

DVD Player

GamingConsoles

Web-TVDevices

Internet

VCR

Tablets

TimeShifting

Live

Smartphones

Laptops


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Viewers Use The Best Screen Available

Usage is independent of time

Usage is independent of location

+153:47hrs 3:22hrs

Monthly Time Spent Viewing Video in Hours: Minutes Per User 2+, Q4 2009


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DVR


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DVRs have a big impact on viewing

37% of HHs have DVRs90% growth since 2007

Playback is over 27 hours per month21% of all viewing in DVR homes

7% of all TV viewing

45% of recorded ads are viewed


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High Definition


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Homes with HD sets have more TVs than

other homes

Total U.S. 2.5 SD Homes. 2.1 HD Homes. 2.7

0.9 1.6 2.1 1.5 1.2

Source: Nielsen NPM Sample, September 15th, 2010

HD Sets SD Sets SD Sets HD Sets SD Sets

Average TV Sets per Household for September 15, 2010

56% of Homes have at least one HD set capable ofviewing in HD


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Technology attracts technologyPeripheral Penetration by Television Set Type

35%

66%

22%

32%

19%

31%

49%

13%

0%

10%

20%

30%

40%

50%

60%

70%

DVR DVD Player VCR Game Console

SD Sets HD Sets

Source: Nielsen NPM Sample, September 15th, 2010

HD sets are more likelyto be hooked up to aDVR, DVD player orgame console


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Location, Location, LocationDistribution of Total U.S. Household Tuning Minutes by Daypart and Set Location

Source: Nielsen NPM Sample, May 2010; All Other includes Dining Room, Patio, Garage, Office, Detached Building, and Other

Tuning to SD Sets Tuning to HD Sets

51% 54%58%

37%

71% 72%76%

58%

23% 22% 18%34%

15% 15%12%

26%18% 17% 16% 24%

7% 7% 6% 11%

0%

10%

20%

30%

40%

50%

60%

70%80%

90%

100%

TotalDay

Prime DayTime

LateNight

TotalDay

Prime DayTime

LateNight

All Other

Basement

Kitchen

Other Bedroom

Master Bedroom

Living/Family Rooms

Note: Tuning to HD sets does not necessarily denote tuning to HD content.

HD TVs keep viewers out of the bedroom in late night


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Across Cable, Even When True HD Is Possible,Some Viewing is Still in SD

Distribution of Tuning Minutes Among HDTV = Y, HD STB = Y, Home ReceivesChannel in HD = Y, for Households in Primetime

Source: Nielsen NPM Sample, May 2010

28%

74%

30%

23%

72%

26%

70%77%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

SD HD

SportsNetwork

NewsNetwork

KidsNetwork

EntertainmentNetwork


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Across Cable, Males View More in True HD,Kids View LessDistribution of Tuning Minutes Among HDTV = Y, HD STB = Y, Home Receives

Channel in HD = Y, Cable in Primetime

32%

56% 53% 56%

43%33%

21%

32%23%

31%26%

68%

44% 47% 44%57%

67%

79%

68%77%

69%74%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HHLD

SF2

-11

M2-11

F12-17

M12

-17

W18

-34

M18

-34

W18

-49

M18

-49

W35

-64

M35

-64

SD HD

Source: Nielsen NPM Sample, May 2010


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3DTV


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3DTV Viewing Experience

Viewers expect 3DTV to be more lifelike, immersive andrealistic

Over half (52%) rated it better than expected.

Part ofthe action

57%

Moreengaged

48%

Closer tocharacters

48%

Watchshows notnormallywatch

47%


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What to Watch in 3D 77% of consumers think 3DTV viewing will be geared to special events, as

opposed to regular programming

Top Genres:

64% 62%

Sports Nature/Animal

40%

Travel

60%

ActionAdventure

43%

Sci-Fi

35%

MusicConcerts

54%

Movies

48%

VideoGames

71% -

hardcore/regular gamers


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Reality Check on 3DTV

Figuring out the cost,convenience and

content equation


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Online Viewing


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There is limited evidence of cord cutting

Source: National People Meter Sample (1/08 to 4/10)


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Online long-form video is still too small to make animpact on a macro level


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Long-form viewing skew younger and female

0%

10%

20%

30%

40%

50%

60%

70%

Male Female 2-11 12-17 18-24 25-34 35-49 50-64 65+

HighLongFormUsageByDemographic


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Its All About the Available Content


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Connected Devices


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4%6%8%

16%21%

25%

Tablet ComputerseBook readersNetbooksPortable media

players

Portable game

players

Smartphones*

Penetration of Connected Devices

Source: September 2010 Nielsen

Connected Devices Playbook

Questions used: Q6 Which of the followingcategories of connected devices do you orany one in your household currently own? * Smartphone penetration is

derived from Nielsens Q2 2010Mobile Insights study.

Tablets penetration is driven by early adopters

48%

35%

26%

35%37%

30%

Tablet ComputerseBook readersNetbooksPortable media

players

Portable game

players

Smartphones

Percentage of Owners Who Identify as Early Adopters

General Population Sample N=9590, Netbook Owners (n=1,293), Tablet owners (n=749), e-readers (n=1,089), Portable Media Players (2,118),Portable game Player (1,678), Smartphones (2,336)


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Like HDTV, Tablet owners are more likely to

own multiple connected devices

5.4x

2.3x2.9x

3.2x

4.5x

General Population Sample N=9590, Netbook Owners N=1,293, Tablet owners N=749, e-readers N=1,089, Portable Media Players N=2,118, Portablegame Player (1,678), Smartphones N=2,336

ConnectedDevice owners

have an averageof three devices


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Best Available Screen: Print and videobenefit from the iPads larger screen size

Q38: Which of the following media content do you regularly access through your connected device?

N= 452, 864

C


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Connected device owners are comfortablewith mobile advertising

N=3,894; 379

Q58: Please think about mobile ads on your connected devices. How much do you agree or disagree with the following statements about advertising on your mobile device

iP d f i


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Copyright 2010 The Nielsen Company. Confidential and proprietary.Page 26

iPad users are far more receptive toadvertising

N=379; 684; 2,894

Q58: Please think about mobile ads on your connected devices. How much do you agree or disagree with the following statements about advertising on your mobile device


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1. Convenience of time shifting and quality of HDTV changes establishedmedia patterns

2. Content availability is crucial to driving usage3. Consumers use the best available screen for the best purpose and

content

Content + Convenience

E i h l i h i


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Emerging technologies are changingviewing behaviors

Cable

DVR

Television

DVD Player

Gaming

Consoles

Web-TVDevices

Internet

VCR

Tablets

TimeShifting

Internet Enabled

Live

Smartphones

Laptops

evolution of the video viewer

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