Ericsson ConsumerLab, annual TV & Media report Presentation

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This presentation looks at the Ericsson ConsumerLab, annual TV & Media report.
The report looks at changing consumer behaviors and values such as the increase of streaming video as well as growing willingness to pay for anywhere access.

The TV landscape is changing. New aggregators are enabling consumers to decide what they want to watch and pick-and-mix their own services.
This disruption puts the user at the center. It will be up to brands and service providers to build compelling consumer experiences.

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Ericsson ConsumerLab, annual TV & Media report Presentation

  1. TV & Media 2014 Consumer Insights Ericsson ConsumerLab Niklas Heyman Rönnblom Anders Erlandsson
  2. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 2 (19) Streaming habits are closing in on linear TV DVRs are disassembling linear TV channels S-VOD services accelerates binge viewing Increased willingness to pay for anywhere access Consumers want 4K Time to change the structure of TV services Key findings Source: Ericsson ConsumerLab TV & Media 2014 Study
  3. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 3 (19) Ericsson ConsumerLab annual research 1.1 billion REPRESENTING PEOPLE 100,000 RESPONDENTS 15 STUDIED 40 MEGACITIES MORE THAN COUNTRIES
  4. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 4 (19) Representing >620 million Consumers Qual: 22 in-depth interviews (New York, London & Stockholm) Quant: 23 000 online interviews (1000/country) + booster for age 60-69 All 23 Markets (Base 23 Markets): Brazil, Canada, Chile, China, France, Germany, Greece, Indonesia, Ireland, Italy, Malaysia, Mexico, Portugal, Russia, Singapore, Spain, South Korea, Sweden, Taiwan, Turkey, UAE, UK, US Source: Ericsson ConsumerLab TV & Media 2014 Study
  5. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 5 (19) Changes in Viewing Consumer TV/Video consumption on a more than weekly basis 83% 77% 61% 75% 47% 28% 31% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 On demand content make up for an increasing part of consumers viewing habits, especially streaming Source: Ericsson ConsumerLab TV & Media 2014 Study BASE: Base 9 Markets (Brazil, China, Germany, South Korea, Spain, Sweden, Taiwan, UK, US) [Showing: Use several times a week or more] Scheduled broadcast TV Streamed video (YouTube, short clips, movies, programs, TV-series) Recorded broadcast TV DVD, Blu-ray etc.
  6. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 6 (19) Reasons to keep the TV package › Live TV (e.g. sports, news) › Access to the latest episodes › Reliable content resource for the DVR Managed TV & The DVR DVR Source: Ericsson ConsumerLab TV & Media 2014 Study DVRs are disassembling linear TV channels I’m missing sports. I’m missing some cooking channels and things like this…” Harrison, 31, US (Cord cutter)
  7. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 7 (19) › Physical media triggered binging, but S-VOD removed the cost barriers › 56% of S-VOD users want all episodes to be released at once, compared to 45% percent of non S-VOD users Binge viewing 48% want all episodes to be released at once, enabling them to binge Source: Ericsson ConsumerLab TV & Media 2014 Study BASE: Base 23 Markets
  8. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 8 (19) Average hours watching video on each device per week 0 2 4 6 8 10 12 14 16 18 TV-screen 2014 TV-screen 2012 Desktop computer 2014 Desktop computer 2012 Laptop 2014 Laptop 2012 Smartphone 2014 Smartphone 2012 Tablet 2014 Tablet 2012 At home Away from home BASE: Base 9 Markets [Those who have and use respective device] hours Device viewing Source: Ericsson ConsumerLab TV & Media 2014 Study 25% increase in willingness to pay for anywhere access compared to 2012
  9. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 9 (19) Place shifting Source: Ericsson ConsumerLab TV & Media 2014 Study 17% 19% 6% 20% 35% 3% At least daily Weekly Monthly Less often Never Don’t know 36% place shift weekly Easy to use streaming S-VOD services encourage place-shifting Place shifting habits
  10. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 10 (19) Viewing situations 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 16-24 25-44 45-59 60-69 BASE: Base 23 Markets In what situations do you watch any type of TV/video content - at least weekly? Younger TV viewers have more flexible viewing habits. They watch more in non-traditional TV viewing situations than older viewers Source: Ericsson ConsumerLab TV & Media 2014 Study
  11. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 11 (19) Mobile barriers Factors limit out of home mobile video viewing (Showing top 2 alternatives on a 7-graded scale) 18% 18% 21% 21% 26% 30% 35% 45% 46% 0% 20% 40% 60% My device is not capable It is to difficult Poor selection content The video quality is too poor Not good enough network coverage Internet connection is slow Not interested The content costs is too high The data cost is too high Other barriers › Few suitable situation › Poor battery capacity Coping strategies › Services with offline modes › Download content › Watch shorter content › Only view specific content › Take another route to work › Do something else… 41% are very interested in getting access to all the their TV/video content anywhere, but… BASE: Base 23 Markets Source: Ericsson ConsumerLab TV & Media 2014 Study
  12. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 12 (19) Video quality 4K/Ultra High Definition (UHD) is already important to 43 percent Source: Ericsson ConsumerLab TV & Media 2014 Study Time Quality requirements W2P Premium quality Good quality Acceptable quality HD SD quality SD quality SD quality HD HD 4K/UHDTV 4K/UHDTV 8K/Oculus? P E R C E P T I O N To be honest, SD is fine with just normal TV But when it comes to my sports events, I like watching that in 720p” Lenny, 25, US
  13. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 13 (19) TV Cord cutting Existing restrictions for the managed services impact the perceived value, and trigger cord cutting and shaving We’re spending so much money on just Comcast channels, and most of them you don’t watch. Should we get a Roku?... If [my husband] wasn’t so obsessed with golf, it would be a no-brainer… We literally pay $200 a month for golf” Laura, 33, US 13% 60% 12% 15% Increased No change Reduced Eliminated BASE: Base 9 Markets Source: Ericsson ConsumerLab TV & Media 2014 Study 21% 65% 7% 7% 19% 58% 12% 11% 2012 2013 2014
  14. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 14 (19) 54 39 31 33 14 26 1 1 0 25 50 75 100 OTT On demand services - US Traditional TV providers - US Promoters (9-10) In between (7-8) Detractors (0-6) Don't know Net Promoter Score Source: Ericsson ConsumerLab TV & Media 2014 Study BASE: US [Current users for each service, aggregated for OTT on demand & regular TV provider services] Likelihood to recommend the TV/Video service provider to a friend, family member or colleague NPS score +39 +12 % Traditional US TV providers score significantly lower than US based OTT on demand services in Net Promoter Score
  15. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 15 (19) 0% 25% 50% 75% 100% OTT On demand TV provider OTT On demand TV provider OTT On demand TV provider OTT On demand TV provider Very satisfied (9-10) In between (2-8) Very dissatisfied (0-1) Don't know Key TV/video attributes Source: Ericsson ConsumerLab TV & Media 2014 Study BASE Left graph: US [Current users for each service, aggregated for OTT on demand & regular TV provider services] BASE Right graph: All 23 Markets Price Quality Mobility Content 0,56 0,56 0,40 0,34 0 0,25 0,5 0,75 Price Quality Mobility Content
  16. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 16 (19) Some new releases All you can eat Older content Miss social buzz Not first release Miss social buzz Expensive Special occasion First release Social buzz Expensive Separate budget Film Release windows Cinema T-VOD S-VOD Free-to-air 3-6 months later First release 10-28 months later 28 months later Source: Ericsson ConsumerLab TV & Media 2014 Study
  17. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 17 (19) Cinema T-VOD S-VOD Free-to-air 3-6 months later First release 10-28 months later 28 months later Source: Ericsson ConsumerLab TV & Media 2014 Study Watching old S-VOD TV-series recommends new T-VOD seasons Movie tickets include T-VOD and S-VOD access across devices Film Release windows
  18. TV Media 2014 Study Presentation | Ericsson Internal | EAB 14:1427 Uen, Rev C | 2014-09-02 | Page 18 (19) Pre-bundled Atomized Atoms & aggregation Full personalization Scattered experience All-in-one experience Little or no personalization Consumers want a fully atomized media experience, but they still want help aggregating it all

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