timeshifting in 2013. important note to our members: the following deck was developed to give you an...
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Timeshifting In 2013
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Important Note To Our Members:
• The following deck was developed to give you an overview
of DVR users and to demonstrate the effects of Time-
Shifting on television viewing.
• This document was not written as a full presentation –
please pick and choose the slide (s) that work for your
individual needs.
• These slides were created on a white background so they
can easily be inserted into your current presentation
• Please view the presentation in slideshow mode as there
may be animation
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Timeshifting in 2013
• Today, half of the TV homes have a DVR but penetration is starting to slow
• Higher income homes are more likely to have DVRs
• Time spent with timeshifted programming continues to grow but is still only a fraction of overall TV time
• Only a fraction of Cable’s programming gets timeshifted while practically half of Broadcasts’ is viewed in Playback mode.
• Participation Variety and Drama are the most timeshifted genres.
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Today Practically Half Of Homes Have a DVR; With Growth Rate Starting To Slow
% of U.S. TV HHs
Source: Nielsen; March of each year.
2009 2010 2011 2012 2013
47.7%
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DVR Households Are Becoming More & More Multi-DVR Homes
74.7%
21.3%
2.7% 0.9% 0.3%
70.6%
23.1%
4.2% 1.7% 0.3%
1 DVR 2 DVRs 3 DVRS 4 DVRS 5+ DVRS
March 2007 March 2013
Source: Nielsen; Percent of DVR HH only – not total HHs.
Percent Of Homes with Multiple DVRs
Penetration Growth Among 2+ DVRs
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Higher Income Homes Are More Likely To Own A DVR
DVR Penetration By Income(v. YAG)
Source: Nielsen, State Of Media report. 12/13 v. yag
Less Than $30K
25% (+13%)
$30-50K $75-100K
$100K+
$50-75K
41% (+9%)
68% (+6%)
52% (+9%)
60% (+11%)
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DVR Penetration Among African American & Hispanic Households Has Grown Substantially
Source: Nielsen.
March ’07 March ’13Hispanic 9.9% 38.5%
African American 11.9% 40.6%
DVR Penetration %
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Time Spent…
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Time Spent With Timeshifted Programming Continues To Grow But Is Still Only A Fraction Of Total TV Time
Source: Nielsen, Cross Platform Report.
Monthly Time Spent In Hrs:Min Per User 2+
4Q11 4Q12 % Diff
Watching Timeshifted TV 11:44 12:38 +8%
Watching TV 153:19 156:24 +2%
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Across The Board, DVR Playback Accounts For A Small Portion Of Total TV Viewing
Monthly Time Spent In Hrs:Min
CH2-11
T1217
A18-24
A25-34
A35-49
A50-64
A65+
Watching TV in the home*
112:39
98:26 111:20
136:10
157:07
198:23
220:55
Watching Timeshifted TV (all homes)
9:25 7:26 7:49 15:38 15:57 15:26 10:28
Source: Nielsen, 4Q12 Cross Platform Report. *Includes live viewing + DVR playback.
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DVR Playback Has Experienced Its Greatest Gains With The Older Consumers 50+
Monthly Time Spent Watching Timeshifted TV In Hrs:Min
Source: Nielsen, Cross Platform Report.
4Q11 4Q12 % Diff
CH2-11 8:50 9:25 9%
T12-17 6:54 7:26 11%
A18-24 7:55 7:49 -1%
A25-34 15:08 15:38 2%
A35-49 15:00 15:57 4%
A50-64 14:03 15:26 9%
A65+ 8:36 10:28 23%
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Ethnic Breakdown: Hispanics Time Spent With DVR Playback Has Grown Considerably As Well
Black Hispanic Asian
Watching TV in the home% Diff v YAG
215:02+3%
131:08+3%
99:30+4%
Watching Timeshifted TV% Diff v YAG
9:45+10%
8:21+16%
9:06+12%
Monthly Time Spent In Hrs:Min By Ethnicity Per User 2+
Source: Nielsen, Cross Platform Report. *Includes live viewing + DVR playback.
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DVR Usage…
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Live Minutes, 81%
Playback, 19%
On A Total Day Basis, 8 Out Of 10 Programs Are Viewed “Live”
% Spent With Playback v. Live Minutes: Total DayP18-49 March ‘13
Source: Nielsen, Base=DVR HHs.
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81% 77%
19% 23%
Jan '06 March '13
Live Minutes Playback
In Prime, More Than Three Quarters Is Viewed “Live”
% Live v. Playback Minutes: PrimetimeP18-49 March ‘13
Source: Nielsen, Base=DVR HHs.
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17% 18% 25% 23% 19%
83% 82% 75% 77% 81%
P12-17 P18-24 P25-34 P35-49 P50+
Playback Live Minutes
Time Spent With “Live” Programming Is Consistent Across The Board
% Live v. Playback Minutes: PrimetimeMarch ‘13
Source: Nielsen, Base=DVR HHs.
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Diving Deeper Into Programming…
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76%
56%
24%
44%
Ad-Supp Cable Broadcast
Live Minutes Playback
Source: Nielsen, Base=DVR HHs.: March 13
P18-49 % Time-Shifting In Prime By Source(base=DVR hhs)
Less Than A Quarter Of Cable’s Programming Is Time-Shifted
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Among Both Young And Old, Only A Fraction Of Cable’s Programming Is Time-Shifted
% Time Spent With Time-Shifted Programming in Prime
Source: Nielsen, Base=DVR HHs.; % of minutes; March 13
Ad-Supp Cable BroadcastA18-49 24% 44%
A25-54 24% 42%
A12-17 18% 39%
A18-24 21% 44%
A25-34 27% 49%
A35-49 23% 42%
A50+ 17% 32%
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In Fact, Broadcasts’ Highest Rated Programming Tends To Be The Most Time-Shifted
Top 15 Most Time-Shifted Broadcast Programs Primetime: March 2013
Base: DVR HH
Source: Nielsen’s Npower; Prime=M-Sa 8-11p & Su 7pm. Base= DVR HHs;; Broadcast 6A18-49 total U.S. Live+7rank (greater or equal to 2 t/c).
Playback Only A18-49 RankRank Originator Program Name A18-49 AA % (Total U.S.)
1 CBS BIG BANG THEORY, THE 6.75 12 FOX FOLLOWING, THE 4.51 73 FOX NEW GIRL 4.08 134 ABC GREY'S ANATOMY 3.41 125 ABC ONCE UPON A TIME 3.31 166 CBS TWO AND A HALF MEN 3.11 27 FOX GLEE 3.02 158 CBS PERSON OF INTEREST 2.93 69 CBS NCIS 2.93 810 CBS SURVIVOR: CARAMOAN 2.72 1811 ABC BACHELOR, THE 2.69 912 NBC GRIMM 2.68 3713 FOX FAMILY GUY 2.64 514 ABC REVENGE 2.58 3115 FOX HELL'S KITCHEN 2.56 26
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Program Type Determines the Degree Of DVR Playback
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Participation Variety & General Dramas Tend To Be The The Most Time Shifted In Primetime
A18-49 Live+7 v. Live Absolute Change By Genre In Prime(Base: DVR HHs)
Source: Nielsen;3/13; primetime;
1.0
0.32 0.300.17 0.16
0.09 0.050.19
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The Future…Enhanced TV Services
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Enhanced TV Services Offered By Your Cable Provider: Offering A Variation On the DVRVarious MSO’s offer the following services in select markets. These services arefree with Digital Cable:
Start Over – Provides you with the power to restart and watch a program from the beginning. With Start Over, the fast-forwarding function will be turned off. Shows airing can be restarted multiple times within their normal broadcast time. For example, if a program airs from 7 to 7:30, you will be able to restart it at any time during that half hour until 7:29 and 59 seconds.
And while you’re watching a Start Over show, you can:REWIND the show while it's playing PAUSE it for up to 5 minutes RESUME: change the channel then come back within 5 minutes to where you left off inyour Start Over program (as long as the show is still in it's original broadcast window).
Note: Start Over may not be available in all areas.
Look Back - Allows you to view shows that have already aired up to 3 days later! Look Back is available on select shows from participating networks