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  • TV: -1%DVR: +10%DVD: -3%Online Video: +28%Video Games: +53%Mobile Video: +27%
  • Time Spent is remodeled from Gaming 360 survey based on percent time spent streaming. Note that survey percents are based on persons 13+
  • NEED TO CHANGE TO SOURCE MATERIAL FOR CITATION
  • CHANGE CITATION TO SOURCE MATERIAL
  • DO WE NEED TO UPDATE THIS SO WE’RE COMPARING MAY TO MAY? Major portals. Other Top 50 online publishers, top 50 tv broadcasters, all other non-top 50 publishers. Web Media Entities includes sites like Yahoo! / AOL / MSN, TV entities include ESPN, CNN, NBC, Turner, Comcast, etc
  • TV: -1%DVR: +10%DVD: -3%Online Video: +28%Video Games: +53%Mobile Video: +27%

Omma video 1345 dounia turrill Omma video 1345 dounia turrill Presentation Transcript

  • Who Is Viewing What Where And For How Long? OMMA Video October 23, 2012 Dounia Turrill NielsenGlobal Client Council SeriesOctober 17-19, 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 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 Viewing on a Traditional TV Other Viewing (On the Internet, On a mobile phone) Source: Nielsen, The State of The Media: The Cross-Platform Report Qtr. 2, 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • A Plethora of ChoicesTV continues to be the centerpiece Traditional TV Households penetration continues to decline… However, even among homes that are not considered traditional TV HH’s 75% own a television K2-11 Game Smart DVD/BluRay Over- Console TV Player the-Top TV Household: A home with at least one TV capable oftuning 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) Q2 2011 Q2 2012 0:03 0:02 0:01 0:01 0:06 0:03 0:01 0:03 0:12 0:21 0:10 0:204:20 4:10 Tablet Video Video Smartphone Video Smartphone Game Consoles Video through TOTAL Game Consoles Video through Tablet Video Online Video DVD Online Video DVD DVR DVR Live TV Live TV Modeled from +8% +63% +27% survey data -4% -17% +55% +69% Modeled from survey data Total video usage roughly flat year-over-year “On Demand” increased 14% - Now ~16% of total video Among users, time shifting accounts for 1:48 DAILY Source: Nielsen People Meter, NetView, VideoCensus, Mobile Video Report, Mobile Connected Device Report, Gaming 360 Survey Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Device adoption fuels on-demand usage Devices Owned in TV Households88% 87% 84% 79% 75% 69% +341% +20% +81% 56% 43% 45% 44% 38% 36% +63% from Q1 24% 28% +63% from Q1 16% 13% 4% DVD PC w/Internet Video Game DVR Smartphone Tablet Smart TV Q3 2008 Q3 2010 Q3 2012 Source: Nielsen Npower for all devices except for Smartphone. Source for Smartphone: Nielsen Mobile Insights Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Will consumers migrate away from the DVR to other forms of time-shifting? DVR Time-Spent by Other Devices Owned in the Home (among DVR Homes) May 2012 1:00 1:04 0:49 0:53 0:48 0:51 Non- Non-PC Non- Video Video PC w/ w/ Tablet Tablet Game Game Internet Internet Home Home Home Home Home Home DVRPenetration: 64% 41% 55% 36% 51% 24% Source: Nielsen NPower Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Game Consoles could be a big on-demand enabler 26% of Console time is video PS3 users Wii users Xbox 360 users 3.5 HOURS 3 HOURS 3 HOURS Average # of hours streamed monthly Source: Nielsen NPower Q1 2012, Gaming 360 Survey 2011 Note: Some homes have multiple types/brands of consoles. 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)Nielsen Company. Confidential and proprietary. Copyright © 2012 The sample homes
  • 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.
  • Online video usage highly concentrated Ranked by In-Home Streaming Behavior Average Daily MinutesOnline Video usage # of Persons Stream Internet+ TVQuintiles (000)Quintile 1 29,041 19.4 59.6 230.1Quintile 2 29,038 2.7 36.5 260.5Quintile 3 29,042 0.9 24.6 250.3Quintile 4 29,045 0.3 17.1 267.7Quintile 5 29,035 0.0 9.6 265.1Non-Streamers 92,508 0.0 1.3 238.4 83% Online Video Usage by 20% of Users Source: Nielsen Npower Q2 2012, Video Census Q2 2012, Mobile Video Report Q2 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • YouTube substantial portion of Online Video usage Distribution of Time Spent – Online Video Channels Video Census, June 2012 YouTube~50% Online Video 5% minutes are Netflix spent on 16% YouTube Hulu 10% 10% Top 50 TV 4% 55% Broadcasters 10% Other Top 50 5% Online Publishers 10% Non-Top 50 Publishers 16% Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Mobile Video time spent strong, audience growing Mobile Video Mobile Video Audience (000’s) Monthly Time Spent+10% 5:20 37,048 5:014:50 4:49 4:47 4:54 +143% 15,267 Q1 Q2 Q3 Q4 Q1 Q2 Q2 2009 Q2 2010 Q2 2011 Q2 20122011 2011 2011 2011 2012 2012 Source: Nielsen Mobile Insights and Nielsen Mobile Video Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Co-Viewing prominent on Tablet and SmartphonesFrequency of Simultaneous Usage Frequency of Simultaneous Usage While Watching TV: Tablets While Watching TV: Smartphones Tablet Owners (Q2 2012 n=3,440) Smartphone Owners (Q2 2012 n=4,950) 16% 26% 9% 14% 13% 23% Source: Nielsen Q2 2012 Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Tablets appear to be complimentary to TVImpact of New Tablet Purchase on Television Tablet Activities while Watching TV Purchased a Tablet in Past 6 months Q2 2012 Purchased a Tablet in Past 6 months Q2 2012 Checked email 61% 11% Watching more frequently than Web Browsing 52% before Used an app 49% Same as before Shopping 45% 78% Social Networking 44% Watching less Looked up information related frequently than to the TV program 35% before Checked sport scores 30% Do not watch it Watched videos unrelated anymore to TV show 27% 11% Looked up product information for a TV ad 26% 1% Looked up coupons or deals related to a TV ad 24% Source: Nielsen Connected Device Survey, Q2 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Who Is Viewing What Where And For How Long? OMMA Conference October 23, 2012 Dounia Turrill NielsenGlobal Client Council SeriesOctober 17-19, 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.