the impact of multi-screen entertainment dixon nscreenmedia.pdfdata from nielsen’s march 2013...
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The Impact of Multi-Screen Entertainment
Colin Dixon, Founder & Chief Analyst, nScreenMedia
[email protected] | twitter: @nscreenmedia
About nScreenMedia
nScreenMedia is a resource to the Digital Media Industry as it transitions to
the new infrastructure for multi-screen delivery. Through a mix of informed
opinion, news, information and research nScreenMedia helps you make
sense of multi-screen media.
www.nscreenmedia.com
Disclaimer
We at nScreenMedia use rigorous methodologies in constructing and validating our research and
opinions. Our collective knowledge includes information gathered from public and private sources,
industry interviews and other research sources. Since the markets nScreenMedia covers are subject
to rapid change, nScreenMedia is not responsible for loss caused by any errors, omissions, or
misinterpretation of the contents. All information is provided “as is” with no warranty implied or
expressed. nScreenMedia disclaims any liability to any individual or organization that has made
business or investment decisions based on reliance on the contents of our research.
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What happens to television when it goes multi-screen?
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Does your home look more like this?
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Disney’s answer
The impact of multi-screen entertainment
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Tablets and Smartphones
European penetration of tablets is
climbing fast
• UK will move from 15.5% in 2012 to
21.2% by the end of this year
• 17.7% UK smartphone owners also
own a tablet
• 17% Spain, 15% Italy and France
In the U.S. #1 device on holiday
wish lists 2012 was tablet
• 40% of online U.S. adults now own a
tablet (CEA)
• 26% of U.S. consumers own a pc,
tablet and smartphone (Deloitte)
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• U.S. 32% of tablet owners watch
video daily (Rovi)
• 80% of activity media related (TDG)
0%
5%
10%
15%
20%
25%
UK Spain Germany France Italy
European Tablet Penetration: 2012-2013
2012 2013
Source: ABI Research 2013
Mobility is driving growth
According to Ooyala
• Tablet & smartphone video
viewing doubled share in 2012
• 4% to 8%
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• PC is loosing share fast (BBC)
• Fell from 59% to 47% in 2012
• Smart TVs “don’t even register”!
Second Screen Syndication
What
• Content creators create “bonus” content meant to be shown on a tablet or smartphone while watching a live TV show
• Content shows up on device synchronized with events in the live show
Why
• We aren’t paying attention to ads anymore
• We aren’t watching live anymore
How
• Automatic Content Recognition (ACR)
• Watchwith: syndicates the content
Who
• Fox, USA Network, ABC
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Second Screen Content
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Second Screen Syndication
What
• Content creators create “bonus” content meant to be shown on a tablet or smartphone while watching a live TV show
• Content shows up on device synchronized with events in the live show
Why
• We aren’t paying attention to ads anymore
• We aren’t watching live anymore
How
• Automatic Content Recognition (ACR)
• Watchwith: syndicates the content
Who
• Fox, USA Network, ABC
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The impact of multi-screen entertainment
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The emergence of “Zero-TV” consumers
What is a “Zero-TV” home?
• A household that doesn’t subscribe to pay-TV and doesn’t watch broadcast TV
• Grew from 2M in 2007 to 5M in 2013
• 75% have at least one TV
• 67% watch TV on other, non-TV, devices
• 48% subscribe to OTT TV service
• Why don’t they have traditional TV?• Cost: 36%
• Lack of interest: 31%
• 18% “interested” in pay-TV
• Who are they?• Almost half are under 25
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Data from Nielsen’s March 2013 Cross Platform Report
The impact of multi-screen entertainment
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Start Delays
If a live video stream takes 3 seconds or more to start up to 90% of the
audience will give up. Similar for short form.
Audience more tolerant with long form videos. 3 sec delay costs 30% of viewers
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Source: Conviva, 2013
Frictionless
Online viewers very intolerant of any impediment to watching what they want
• Delays of 3 seconds or more and they are gone
• GfK study says consumer prefer free video services over authenticated
• 64% pay-TV subs aware of free broadcster services, 37% used them
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• 52% aware of pay-TV TV-E• 30% used them
• 70% said deterred by authentication
Chet Kanojia, Aereo CEO, says for online “easy-in-easy-out” is very important
• Online services must be frictionless
• To many other things to do
The impact of multi-screen entertainment
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New era for TV – Content Strategy
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The impact of multi-screen entertainment
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Entertainment becomes more collaborative
Amazon announces fans can add to pop culture through fiction
• Kindle Worlds – aspiring writers can pen own takes on popular books,
films, TV, games and comics
• Submit efforts to Amazon, may publish and share profit
• Amazon licensed 3 teen TV series: Gossip Girl, Pretty Little Liars, The
Vampire Diaries
• But this is nothing new
• For gamers, part of the experience
• This is not a small niche audience
• Can attract millions
• Your audience is already doing it!
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One Conclusion
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The Real Conclusion: Multi-Screen is changing us
We want it all in the palm of our hand
• Makes viewing a more personal experience
• Can be leveraged to enliven the “old” TV
For many linear channels are just not interesting
• Zero TV
With so many other things to do, we just
move away if something is slow
• Frictionless
To keep our attention just eliminate the gaps!
• House of Cards et al.
We want to be part of the creative process
• Kindle Worlds
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About nScreenMedia
nScreenMedia is a resource to the Digital Media Industry as it transitions to
the new infrastructure for multi-screen delivery. Through a mix of informed
opinion, news, information and research nScreenMedia helps you make
sense of multi-screen media.
www.nscreenmedia.com
Disclaimer
nScreenMedia uses rigorous methodologies in constructing and validating our research and opinions.
Our collective knowledge includes information gathered from public and private sources, industry
interviews and other research sources. Since the markets nScreenMedia covers are subject to rapid
change, nScreenMedia is not responsible for loss caused by any errors, omissions, or
misinterpretation of the contents. All information is provided “as is” with no warranty implied or
expressed. nScreenMedia disclaims any liability to any individual or organization that has made
business or investment decisions based on reliance on the contents of our research.
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