1630 omma video colleen fahey rush
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1630 omma video colleen fahey rush 1630 omma video colleen fahey rush Presentation Transcript

  • connected cross-platform co-viewing conversation content clips communitycheck-ins connected check-ins co-viewing cross-platform conversation cableco-viewing community content conversation co-viewing competitioncomments co-viewing conversation cash-in community commentarycable cross-platform commentary clips connected check-ins cash-inchat channels check-ins clips conversation cross-platform chat commentscpm clips cross-platform content check-ins chat community channelsclips conversation chat cross-platform commentary clips connectedcross-platform cash-in clips conversation channels community check-ins Social TV:co-viewing cross-platform chat community content conversation co-viewing Viewers C’s the Momentcommunity chat commentary co-viewing conversation cash-in communitycontent conversation cash-in cross-platform co-viewing community contentcompetition content clips connected check-ins co-viewing cross-platformcommentary comments co-viewing conversation cash-in community cpmcash-in connected cash-in channels check-ins community conversation clips clips cash-in community commentary chat connected check-ins cash-in
  • METHODOLOGY Phase 1: Ethnographies Phase 2: Online SurveysDescription Three hour in-home interviews covering 20 minute online surveys covering social TV attitudes and activities, reviews social TV attitudes and activities, of social TV services, interest in interest in functionalities and reviews functionalities and recommendations of Social TV app and servicesSample size 24 1,566Sample • 50/50 gender split • 55F/45M gender splitDemos • Ages 13-52 • Ages 13-54 • Racial mix • Racial mixGeo Boston & San Diego U.S.Qualifications • Weekly+ Social TV service user Three tiers of respondents or 1: Social TV app/service users (33%) • Weekly+ social networking activities 2: Social network visitors who do at related to TV least three Social TV-related activities weekly (49%) • Weekly+ VMN channel watcher 3: Do less than three Social-TV related • Paid TV service subscriber activities weekly (18%) • Home internet (not dial-up) •Weekly+ VMN channel watcher • Paid TV service subscriber • Home internet (not dial-up) 2
  • SOCIAL TV VIEWER SEGMENTSPIONEERS SOCIALITES ISOLATIONISTSUSE SOCIAL TV APPS & DO 3+ SOCIAL TV DO <3 SOCIAL TVSERVICES WEEKLY+ ACTIVITIES WEEKLY+ ACTIVITIES WEEKLY+55% Male 63% Female 52% Female29 years median age 24 years median age 33 years median age95% use Facebook 93% use Facebook 89% use Facebook56% use Twitter 47% use Twitter 22% use Twitter91% visit TV channel’s website 82% visit TV channel’s website 70% visit TV channel’s website48% visit TV channel’s 35% visit TV channel’s 11% visit TV channel’sFacebook Facebook Facebook37% visit TV channel’s Hulu 25% visit TV channel’s Hulu 7% visit TV channel’s Hulu22% watch the majority of 13% watch the majority of 7% watch the majority of theirTV/video online TV/video online TV/video online RESPONDENT MIX: TIER 1 RESPONDENTS = 33% / TIER 2 = 49% / TIER 3 = 19%. NOTE: SAMPLING QUOTAS IMPOSED DURING RESPONDENT SCREENING; RESPONDENT MIX DOES NOT MATCH POPULATION 3
  • SOCIAL TV APPS & SERVICES 4
  • WHAT SOCIAL TV MEANSTO VIEWERS S13. What does the term „Social TV‟ mean to you? Base: All Respondents. N=1566 5
  • WHAT IS SOCIAL TV
  • WHAT IS SOCIAL TV
  • SOCIAL TV AUDIENCES SHARE THREE RELATED OBJECTIVES―I want to talk about shows likeJersey Shore with all my friends as Iwatch. If I didn’t then I would feelreally left out‖ Communicate Ashley S, 17, Favorite Show: Jersey Shore ―It’s TV that’s interactive. You can follow the―It’s great to read the Facebook page or showcomments of others on Twitter. You can votewho are watching the or watch clips. It makessame show because you feel part of TV, rather Check Consumesometimes another than just watching it‖viewer can pick up on Comments Content Jean L, 26,something you missed‖ Favorite Show: Criminal Jason B, 34, Minds Favorite Show: Jersey Shore 8
  • SOCIALIZING ABOUT TV: CommunicateMANY WAYS AND MEANS Check Comments Consume Content Most popular weekly+ TV activities (all shows) Watch TV in same room as others 85% Search online for supplemental info/content 61% Watch TV show clips on social networks 58% Teens more likely to Chat about whats on via text message 57% watch clips on social networks (77%); Access info on IMDB, Wikipedia, etc. 57% A35+ less likely (44%) Chat about whats on via the phone 56% Visit network websites 53% Comment on SNS about whats on 51% ―When I’m watching Jersey Shore, I have Facebook chats Like or ‘favorite’ shows I watch 49% with 10 friends and I’m texting a IM or FB chat about what’s on 47% dozen people, and I can be on Read SNS comments from cast 45% the phone to my best friend‖ Ashley S, 17, Read trending show topics 35% Favorite Show: Jersey Shore Email about whats on 34% S18: “How often do you undertake each of the following activities related to TV shows that you watch?” Base: All Respondents. N=1566 *Show: TV show that Tier 1s use Social TV service with, that Tier 2s communicate about the most, that Tier 3s watch most 9
  • COMMUNICATION: SOCIAL CommunicateTV INCREASES CHAT OPTIONS Check Consume Comments Content Pioneers & Socialites Isolationists Interest in Social TV chat options Use Interested [Base: Public & private chatters] Private chat 10% 26% 5% 6% Public chat 6% 23% 4% 8% Chat directly through the app/service 56% Less interest Facebook chat 53% for teens (~45%) Text message/Group text/Group me 50% Skype 38% Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a 10 new app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box) Base: Respondents who use public or private chat or are interested in the functions. N=640
  • CONTENT: VIDEO DOMINATES CommunicateSUPPLEMENTAL EXPERIENCES Check Comments Consume Content Pioneers & Socialites Isolationists Interest in show content types Use Interested [Base: Supplemental info seekers] Extra info 11% 42% 5% 24% Full episodes 88% Sneak peaks of new episodes 75% Highlight clips 71% Less interest for teens—but Blogs/behind the scenes info 71% still a majority More interest Synchronized experiences 64% for A45+ IMDb info etc. 63% Cast photos 59% Less interest Clothes/furniture info 50% for males Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a new app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box) Base: Respondents who already do access supplemental content or are interested in this function. N=777 11
  • CONTENT: TRIVIA & CASUAL CommunicateGAMES Check Comments Consume Content Pioneers & Socialites Isolationists Interest in show games & polls Use Interested [Base: TV gamers & Extra info 11% 42% 5% 24% supplemental info seekers] Games 6% 28% 3% 13% 72% 71% 55% 51% Teens more interested in voting/seeing poll results (62%) ―It’s good to see if I know them [show characters] as much as I think I do.‖ Catherine N., 18, Favorite Show: Chopped Trivia Casual Vote/see poll Submit games results questions Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a new app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box) Base for „Trivia „& „Casual games‟: Respondents who play games related to TV show or are interested in this function. N=476 Base for „Vote‟ & „Submit questions‟: Respondents who already access supplemental content or are interested in this function. N=777 12
  • CONTENT: MANY REWARDS, CommunicateMANY WAYS TO EARN Check Comments Consume Content Pioneers & Socialites Isolationists[Base: Points/rewards Use Interested earners] Receive points/ 4% 46% 2% 26% rewards Interest in incentives... Free merchandise 73% Signed cast pictures 68% Merchandise discounts 61% 73% of Access cast web chat 59% teens Competition entries 56% Exclusive video clips 56% Physical badge 44% Virtual badge 32% LEFT CHART: Q21 “How interested would you be in” RIGHT CHART: Q22 “How interested would you be in doing the following in order to earn points or other rewards?” (Top 2 box) Base: Respondents who already earn points/rewards or are interested. N=732 13
  • COMMENTS: CAST & CREW, CommunicateFRIENDS & FAMILY Check Comments Consume Content Pioneers & Socialites IsolationistsInterest in sources of comments Use Interested[Base: Comment readers] View comments 8% 31% 4% 10% #1 CAST & CREW 54% are interested in seeing visualizations of social activity during a show #2 PEOPLE YOU KNOW (e.g. charts with volume of key phrases, most talked about moments on Twitter/Facebook) #3 CELEBRITY VIEWERS #4 MOST POPULAR COMMENTS ―I love reading Daniel Tosh’s tweets while watching Tosh.0. It gives the show a whole other #5 ALL FAN COMMENTS dimension” Sean C, 24, Favorite Show: Tosh.0 Q20: “Please rank the following comment types in order of importance from 1 (most interested) to 5 (least interested)” Base: Respondents who already read comments/trending topics or are interested in this function. N=546 14
  • SOCIAL TV FOSTERS SHOWDISCOVERY ―If you see nine comments and ―If a handful of people arepeople are posting, it makes you talking about a show, it will want to see what the show’s interest me. Like I’ll watch about.‖ clips of shows that I don’t – Ashley S, 28 normally watch if people are talking about it on Facebook‖ – Mindy, 24 ―Sometimes I don’t notice something’s on TV, but someone put a comment ―I think I’m watching more on Facebook, and Facebook TV because I see on got me to watch it.‖ Facebook that a friend – Jonathan, 31 recommended a show,‖ – Ray, 46 15
  • SOCIAL TV AND LIVE VIEWINGFrequency of using Social TV service when watching the show it’s used with Never 6% Every Time 18% Occasionally 44% Most Times 32% Q10: “Please tell us how often you use … while watching …” Base: Tier 1 Respondents. N=517. 16
  • SOCIAL TV AND LIVE CommunicateVIEWING (cont.) Check Comments Consume Content When viewers expect to use Social TV features Before Show During Show Ad Breaks After Show Check In (38%) Private Chat (50%) Extra Info (41%) Extra Info(59%) Extra Info (34%) Public Chat (50%) Private Chat (39%) Games (57%) Games (27%) Check In (48%) Public Chat (36%) Post Clips (56%) Private Chat (25%) Extra Info (40%) View Comments (33%) View Comments(50%)View Comments (25%) View Comments (39%) Post Clips (32%) Private Chat (38%) Public Chat (22%) Post Clips (32%) Games (29%) Public Chat (36%) Post Clips (16%) Games (20%) Check In (24%) Check In (17%) Q17: “If you had an app/website for the show you [use Social TV service with/communicate about the most/watch most] at what times would you expect to use the app for each of these activities?” 17
  • connected cross-platform co-viewing conversation content clips communitycheck-ins connected check-ins co-viewing cross-platform conversation cableco-viewing community content conversation co-viewing competitioncomments co-viewing conversation cash-in community commentarycable cross-platform commentary clips connected check-ins cash-inchat channels check-ins clips conversation cross-platform chat commentscpm clips cross-platform content check-ins chat community channelsclips conversation chat cross-platform commentary clips connected Implicationscross-platform cash-in clips conversation channels community check-insco-viewing cross-platform chat community content conversation co-viewingcommunity chat commentary co-viewing conversation cash-in communitycontent conversation cash-in cross-platform co-viewing community contentcompetition content clips connected check-ins co-viewing cross-platformcommentary comments co-viewing conversation cash-in community cpmcash-in connected cash-in channels check-ins community conversation clips clips cash-in community commentary chat connected check-ins cash-in
  • connected cross-platform co-viewing conversation content clips communitycheck-ins connected check-ins co-viewing cross-platform conversation cableco-viewing community content conversation co-viewing competitioncomments co-viewing conversation cash-in community commentarycable cross-platform commentary clips connected check-ins cash-inchat channels check-ins clips conversation cross-platform chat commentscpm clips cross-platform content check-ins chat community channelsclips conversation chat cross-platform commentary clips connected Thank youcross-platform cash-in clips conversation channels community check-insco-viewing cross-platform chat community content conversation co-viewingcommunity chat commentary co-viewing conversation cash-in communitycontent conversation cash-in cross-platform co-viewing community contentcompetition content clips connected check-ins co-viewing cross-platformcommentary comments co-viewing conversation cash-in community cpmcash-in connected cash-in channels check-ins community conversation clips clips cash-in community commentary chat connected check-ins cash-in