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Copyright © 2012 The Nielsen Company. Confidential and proprietary.October 17-19, 2012Global Client Council Series
Copyright © 2012 The Nielsen Company. Confidential and proprietary.Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Who Is Viewing What Where And For How
Long?
OMMA VideoOctober 23,
2012
Dounia Turrill
Nielsen
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Source: Nielsen, The State of The Media: The Cross-Platform Report Qtr. 2, 2012
Viewing on a Traditional TV Other Viewing (On the Internet, On a mobile phone)
Video continues its rule of US consumer’s attention
The average American watches nearly 5 hours of video each day
97.2% of which is on traditional TV
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
A Plethora of Choices
Traditional TV Households penetration continues to decline…
K2-11
TV continues to be the centerpiece
Game Console
Smart TV
DVD/BluRay Player
Over-the-Top
However, evenamong homes that are not considered traditional TV HH’s
75% own a television
TV Household: A home with at least one TV capable of tuning to at least one channel. For example, television sets that are not updated for digitally transmitted content would
not count under the current guidelines.
Source: Nielsen, The State of The Media: The Cross-Platform Report Qtr 1, 2012
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Consumers shifting away from Live TV
Average Daily Time Spent – Total Population (hh:mm)
Source: Nielsen People Meter, NetView, VideoCensus, Mobile Video Report, Mobile Connected Device Report, Gaming 360 Survey
Q2 2011 Q2 2012
Live
TV
4:20
0:03 0:010:20
DV
R
Onl
ine
Vid
eo
Sm
art
ph
on
e
Vid
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0:020:12
DV
D
TO
TAL
Vid
eo
th
rou
gh
G
am
e C
on
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s
Live
TV
4:10
0:06 0:010:21
DV
R
Onl
ine
Vid
eo
Sm
art
ph
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Vid
eo
0:030:10
DV
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Vid
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s
-4%+8%
-17%+63%
+55%+27%
Among users, time shifting accounts for 1:48 DAILY
“On Demand” increased 14% - Now ~16% of total video
Total video usage roughly flat year-over-year
Tab
let
Vid
eo
0:01
Tab
let
Vid
eo
0:03
+69%Modeled from survey data
Modeled from survey data
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
DVD PC w/Internet Video Game DVR Smartphone Tablet Smart TV
88%
69%
38%
24%
13%
87%
75%
43%
36%
28%
84%79%
45% 44%
56%
16%
4%
Q3 2008 Q3 2010 Q3 2012
Device adoption fuels on-demand usage
Devices Owned in TV Households
Source: Nielsen Npower for all devices except for Smartphone. Source for Smartphone: Nielsen Mobile Insights
+20% +81%+341%
+63%from Q1 +63%
from Q1
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
DVR Time-Spent by Other Devices Owned in the Home (among DVR Homes)
May 2012
Tablet Home
Non-Tablet Home
Video GameHome
Non-Video Game Home
PC w/ InternetHome
Non-PC w/
Internet Home
DVR Penetration: 64% 41% 55% 36% 51% 24%
Source: Nielsen NPower
Will consumers migrate away from the DVR to other forms of time-shifting?
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Game Consoles could be a big on-demand enabler
Note: Some homes have multiple types/brands of consoles.
Source: Nielsen NPower Q1 2012, Gaming 360 Survey 2011
PS3 users
3.5 HOURS
26%of Console time
is video
Wii users
3 HOURS
Xbox 360 users
3 HOURS
Average # of hours streamed monthly
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Game on: Quick Facts
Source: Nielsen, The State of The Media: The Cross-Platform Report Qtr 1, 2012
7th gen console penetration /consumption figures in this report represent consoles measured within the Nielsen National People Meter (NPM) sample homes
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Dramatically different behaviors across different age groups
A Week in the Life- Weekly Time Spent in Hours: Minutes
Source: Nielsen Cross Platform Report 2Q 2012
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Ranked by In-Home Streaming Behavior
Average Daily Minutes
Online Video usage Quintiles
# of Persons(000) Stream Internet+ TV
Quintile 1 29,041 19.4 59.6 230.1
Quintile 2 29,038 2.7 36.5 260.5
Quintile 3 29,042 0.9 24.6 250.3
Quintile 4 29,045 0.3 17.1 267.7
Quintile 5 29,035 0.0 9.6 265.1
Non-Streamers 92,508 0.0 1.3 238.4
Online video usage highly concentrated
Source: Nielsen Npower Q2 2012, Video Census Q2 2012, Mobile Video Report Q2 2012
83% Online Video Usageby 20% of Users
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Distribution of Time Spent – Online Video ChannelsVideo Census, June 2012
YouTube substantial portion of Online Video usage
~50%Online Video minutes are
spent on
YouTube
5%
10%
10%
16%
55%
10%
5%
4%
10%
16%
YouTube
Netflix
Hulu
Top 50 TV Broadcasters
Other Top 50 Online Publishers
Non-Top 50 Pub-lishers
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
4:50 4:49 4:474:54
5:01
5:20
Mobile Video Monthly Time Spent
Mobile Video time spent strong, audience growing
Q2 2009 Q2 2010 Q2 2011 Q2 2012
15,267
37,048
Mobile Video Audience (000’s)
+143%
Source: Nielsen Mobile Insights and Nielsen Mobile Video Report
+10%
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Co-Viewing prominent on Tablet and Smartphones
Frequency of Simultaneous Usage While Watching TV: Tablets
Tablet Owners (Q2 2012 n=3,440)
Frequency of Simultaneous Usage While Watching TV: Smartphones
Smartphone Owners (Q2 2012 n=4,950)
Source: Nielsen Q2 2012 Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
1%11%
78%
11%Watching more frequently than before
Same as before
Watching less frequently than before
Do not watch it anymore
Impact of New Tablet Purchase on TelevisionPurchased a Tablet in Past 6 months Q2 2012
Source: Nielsen Connected Device Survey, Q2 2012
Looked up coupons or deals _x000d_related to a TV ad
Looked up product information _x000d_for a TV ad
Watched videos unrelated _x000d_to TV show
Checked sport scores
Looked up information related _x000d_to the TV program
Social Networking
Shopping
Used an app
Web Browsing
Checked email
24%
26%
27%
30%
35%
44%
45%
49%
52%
61%
Tablet Activities while Watching TVPurchased a Tablet in Past 6 months Q2 2012
Tablets appear to be complimentary to TV
Copyright © 2012 The Nielsen Company. Confidential and proprietary.October 17-19, 2012Global Client Council Series
Copyright © 2012 The Nielsen Company. Confidential and proprietary.Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Who Is Viewing What Where And For How
Long?
OMMA ConferenceOctober 23,
2012
Dounia Turrill
Nielsen