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© Piksel. All Rights Reserved. 1
TV Viewing Habits
The what, where and how
of content discovery and
consumption
Liberated ...
Executive summary
The broadcast, media and entertainment industry is
evolving at pace — not just in terms of technology
ch...
© Piksel. All Rights Reserved. 3
1.	Opening scene: TV
Viewing Behaviour
Looking at scheduled television shows and their av...
What are consumers watching?
When it comes to types of content, drama and TV series are the most
watched (69%), followed b...
© Piksel. All Rights Reserved. 5
2.	The Main Act:
Customer Experience
According to our research, 35% of viewers base their...
How long do you search for content?
Search and discovery
As a consumer, we’ve all been there — facing the television with ...
© Piksel. All Rights Reserved. 7
Are these search capabilities enough to ensure audiences are finding,
accessing and consu...
There is little doubt that there
is a world of opportunity for
broadcasters and content providers
to capitalise on when it...
© Piksel. All Rights Reserved. 9
4.	The credits:
About Piksel
Piksel has been building successful online video businesses ...
Contact us now to find out more about
Piksel and the full range of solutions and
services we provide.
Piksel.com
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Piksel TV Viewing Habits Report

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Piksel, a global leader in both live and on demand video streaming products and services, recently released a 2200-person study across the US and UK for TV viewers aged 17 to 55. The results of this survey are included in this report.

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Piksel TV Viewing Habits Report

  1. 1. © Piksel. All Rights Reserved. 1 TV Viewing Habits The what, where and how of content discovery and consumption Liberated viewing
  2. 2. Executive summary The broadcast, media and entertainment industry is evolving at pace — not just in terms of technology changes, but also viewing behaviour and content choice. One of the key challenges for broadcasters and over-the-top (OTT) providers is keeping viewers engaged. It is not enough to have a wide content catalogue; rather there are myriad other elements which affect the customer experience. With the growth in providers, device choice and sources of content, it becomes increasingly important to understand just what viewers actually want, how they search for what they want and how they actually watch it when they do find it. 2016 saw the UK enjoying the 80th anniversary of the birth of television — regular programming began on November 2nd, 1936 on the BBC1 . Since that time television has undergone some dramatic changes, the bulk of which have taken place in the last few years. It began with the transition to HD, then popularity of 4K, and that’s not forgetting the short-lived 3D television. Of course, as the television set has developed, other devices, from laptops to smartphones and tablets, are also being used to “watch TV”. All that is needed is a fast internet connection and viewers have a wealth of content at their fingertips, wherever they are. To understand viewing behaviour, search and discovery methods, as well as the role of the television, Piksel commissioned independent survey consultancy Censuswide to conduct a study amongst consumers in the UK and US. This report is based on the responses of online interviews with 2,207 respondents aged 16- 55+, between 16–17 November 2016. 1 www.bbc.co.uk/historyofthebbc/birth-of-tv/opening-night
  3. 3. © Piksel. All Rights Reserved. 3 1. Opening scene: TV Viewing Behaviour Looking at scheduled television shows and their availability on digital services, there is a considerable appetite for content to be made available sooner. Well over half of respondents (62%) in the UK and US think shows should be available on-demand within a few hours of being aired. 33% said they would wait 24 hours or more. This demonstrates that there is a definite need for service providers on both sides of the Atlantic to ensure that content is available and discoverable on their digital offerings as soon as possible – the risk of missing a show when it’s broadcast, and having it spoiled while you’re waiting for it to appear on a digital service is not something a majority of users want to happen. Similarly, it demonstrates that users are willing to engage more with digital services if it has the content they want whenever they want it. The internet has changed the way we think about television; the way content is produced; and, indeed, the way in which we consume this content. In addition to the increased choice of programming — drama, film, documentary, reality, comedy — as consumers we also are spoiled when it comes to provider. For the most part we choose a combination of satellite, cable, and OTT to deliver our content. The challenge for service providers is to continue to feed their audiences insatiable appetite for quality content and expand their reach in a fast paced competitive environment - time is of the essence.
  4. 4. What are consumers watching? When it comes to types of content, drama and TV series are the most watched (69%), followed by news and documentary (40%), sitcoms and soaps (34%), films (33%) and reality TV (27%). The research shows significant differences between US and UK audiences. ‘Tis the season for sharing …the remote The Festive Season is normally a time spent with family, filled with traditions, merriment and good food — and what better way to complement that than by watching television together. But one of the main causes of contention is who chooses what you watch. While consumers say they generally watch the same amount of TV over the holidays (73% agree) as they do throughout the rest of the year, our research reveals that one person in the household is mainly responsible for handling the remote control — 63% of respondents said they were the ones that pushed the buttons, with only 26% saying they took it in turns. However, during the holidays, this attitude relaxes slightly, with turn taking increasing to 46% and one-person dominance decreasing to almost half. Christmas viewing, according to respondents, is mostly likely to be live television watched with family and friends for about three hours a day. Most watched content 80% 70% 60% 50% 40% 30% 20% 10% 0% Drama and TV series News and documentaries Sitcoms and soaps Films Reality TV US UK
  5. 5. © Piksel. All Rights Reserved. 5 2. The Main Act: Customer Experience According to our research, 35% of viewers base their decisions on adverts on TV, radio and online. There is a 15 point disparity between using the recommendations made by content providers though, with US audiences far more likely to find content through that route than UK viewers. Similarly, US viewers are more likely to consider suggestions from their friends. Both of these infer that outside of advertisements, UK viewers are far more solitary and independent in finding what to watch. Considering the weight that viewers give their friends’ suggestions, it is worth noting that there is an opportunity here for broadcasters and OTT providers to capitalise on the social media bandwagon and incorporate more elements into the recommendation process — after all, word of mouth is a powerful medium and could even be used to attract new viewers. Despite a greater reliance on content provider recommendations in the US, respondents believe that the accuracy suggestions are not as good as they could be. Four in every ten say that these recommendations are hit and miss — this figure is 34% in the UK and 48% in the US, most likely due to the increased usage of this recommendations route. Only 16% of the sample believes that recommendations are consistently very good, which signals a clear opportunity for broadcasters and OTT providers to improve suggestions, enhance engagement levels and the customer experience and, ultimately, improve their revenue. It’s clear that both for linear and digital services, search and discovery needs to improve, as the issue of finding the right content is shared across both traditional and modern means of finding what to watch. With both areas having the same issue, a unified approach to search and discovery makes most sense. A critical influencing factor of customer experience is search and discovery — how do viewers search for and ultimately find what they want to watch? The days of printed TV guides are long gone, and some now even believe the EPG is also a relic of the past. So just how do viewers find good content? Finding something to watch Adverts Content provider recommendations Suggestions from friends 0%5%10%15%20%25%30%35%40% US UK
  6. 6. How long do you search for content? Search and discovery As a consumer, we’ve all been there — facing the television with an evening ahead of us, but struggling in vain to find something good to watch. From a broadcaster and content provider point of view, making sure audiences can find engaging programming is absolutely essential. Why? Because, according to our research, if nothing appropriate is found the majority (62%) will either change the channel or switch to a different provider, with the remaining 38% giving up and switching off. This further demonstrates the clear need for both linear and digital providers to invest more resources into improving the process and making it easier for viewers to find good content — after all, as the research shows, viewers aren’t tied to one channel or provider and will switftly move on if they can’t find what they want to watch – this is nothing but a lost revenue opportunity. It is not only just the act of changing the channel or service that is worrying for content providers; our research also found that almost one quarter of viewers (23%) said finding something good to watch was so important that it influenced their choice of service provider. This is a clear flag – better search and discovery makes a service more attractive to customers. Almost half of the sample (49%) said finding something good was somewhat important and, interestingly, 16% said it wasn’t important how long it took, just as long as they found something good. When asked about specific search behaviour, consumers said they largely searched via genre 39% — this figure was particularly high in the US at 47%. Other search methods included using keywords (36% global average and 42% by US audiences), and names of actors, (20% by US audiences). It was the 25-34 year-old age group stood out, with more respondents in this category using these methods than any other age group. The 16-24 year-old category, also showed a higher than average use of these search behaviours. Demonstrating that the younger generation are more at ease with advancing technologies and techniques. Less than 10 mins 10 - 20 mins 21 - 30 mins 30 - 60 mins As long as it takesSo, typically, how long do viewers search for something? On average, they spend 16 minutes searching, with viewers in the 16-24 age group spending 20 minutes.
  7. 7. © Piksel. All Rights Reserved. 7 Are these search capabilities enough to ensure audiences are finding, accessing and consuming quality content? For broadcasters and content providers there exists an opportunity to streamline search and discovery and make it more effective. Particularly as half of respondents in the survey said they were at a loss as to how this process could be improved in its current state. In fact, 60% of UK viewers and 40% of US viewers feel this way. It seems this issue can be solved, however, by opening viewers eyes to new types of search criteria. While many of them can’t see how search could be improved, when presented with new alternatives, viewers see new potential for search. Searching according to content theme was most popular, with 31% of global respondents favouring this method, while, searching according to emotion (14%), personality types of characters (14%) and actions (10%) also proved popular. Once again, respondents in the 25-34 age category showed the biggest appetite for these options, with 51% saying they would like to search according to specific themes, such as first love or teenage angst, 24% saying searching by emotion, and 19% saying character personality options may help make the content discovery process better. This signals the need for both broadcasters and OTT providers to invest more time and understanding in the technologies available to them to improve search and discovery, incorporating the ability to search using new methods, and using techniques like machine learning to automatically improve the quality of content surfaced to users. This is an issue facing both sides of the content spectrum, linear and digital, so a unified approach would be the optimal solution. About Piksel Fuse Metadata™ Broadcasters, multi-channel video programming distributors (MVPDs) and OTT providers are continuously searching for ways to improve the customer experience and, by extension, increase viewer engagement. One of the key challenges is content search and discovery. With viewers spending countless minutes each day just trying to find something to watch and many saying that they would switch to new services that make search and discovery better, making this search process seamless can be a key differentiator for companies in this space. So just how can they capitalise on this? Through the use of metadata. Piksel Fuse Metadata enables services to consolidate, enrich and augment metadata automatically across both broadcast and OTT workflows by using natural language processing, semantic search, image analysis and machine- learning technologies to create proprietary metadata on a scene-by- scene basis. Built on the Piksel Palette™ — a cloud-based, modular architecture — Fuse Metadata has the potential to make discovery more targeted and effective, while creating new monetisation opportunities and even attract new customers. Search behaviour 0% 10% 20% 30% 40% 50% Genre Keywords Actors Global average US UK 16 - 24 year olds 25 - 34 year olds
  8. 8. There is little doubt that there is a world of opportunity for broadcasters and content providers to capitalise on when it comes to creating and distributing quality content. Demand for ‘good TV’ has never been greater and, indeed, the demand from viewers is reaching an all-time high. For the consumer, however, despite the ability to consume content on smartphone, tablet, laptop or TV, the overriding issue is how to find that content. While many may follow the recommendations of their content providers or friends, these suggestions are not always completely accurate or relevant to a user’s tastes. Added to that, audiences are using methods other than recommendations, namely search to find something to watch. For both broadcasters and digital providers then, the challenge to deliver accurate and intuitive search and recommendation results in order to continue and increase levels of audience satisfaction and engagement. This falls to the ever-growing realm of customer experience that looks at the issues of search and discovery, accuracy of recommendations and more. A 2015 survey conducted by ROVI reflected similar findings around search times, recommendations and the customer experience — which demonstrates the beginning of a pattern of issues and demands from an audience point of view. For broadcasters and digital providers, it is, now more than ever, imperative that this feedback be heeded, especially as the wealth of content and the diversity of providers continues to increase, intensifying the race for viewers. 3. Closing sequence: Conclusion
  9. 9. © Piksel. All Rights Reserved. 9 4. The credits: About Piksel Piksel has been building successful online video businesses for over a decade. Our offering of professional and managed services is underpinned by the Piksel Palette’s SaaS-based infrastructure. It’s this recipe, combined with our commitment to creating mutually beneficial partnerships, that enables our media and entertainment clients to prosper in today’s video market. Piksel’s unrivalled expertise is in designing, building and managing online video solutions for the likes of AT&T, Sky, Channel 4, Liberty Global, Mediaset, OSN and Transavia. Headquartered in York, Piksel offices can be found throughout Europe and the Americas.
  10. 10. Contact us now to find out more about Piksel and the full range of solutions and services we provide. Piksel.com

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