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1Televidente 2.0 X Oleada
Televidente 2.0
2016-17
(10th wave)
May 2017
Video consumption
trends among Spanish
Internet Use...
2Televidente 2.0 X Oleada
The Televidente 2.0 report has presented over the last 10 years the evolution of video consumpti...
3Televidente 2.0 X Oleada
Objectives and methodology
1
4Televidente 2.0 X Oleada
Analysing the development of
video consumption on the main
platforms: DTT, IPTV and OTT,
as well...
5Televidente 2.0 X Oleada
Qualitative Research
7 Focus groups in Madrid
Methodology
1 FG Smartphone advanced
users
Youth 2...
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Main results
2
6
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The evolution of preferences towards non-linear offering
It becomes to be perceived a loss of
co...
8Televidente 2.0 X Oleada
The preference of the users begins to change for non-linear platforms.
Although DTT keeps a clea...
9Televidente 2.0 X Oleada9
News, Spanish series and contests have DTT as reference platform. IPTV stands out on the most r...
10Televidente 2.0 X Oleada10
All TV shows or contests are consumed to a greater extent on DTT (except Late Show that are m...
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The panorama of Pay TV
services
2.1
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The set of Pay TV services
(IPTVs and OTTs) are
experiencing a moment of
coexistence and
comple...
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Half of web users are subscribers to some IPTV or OTT service. There is a relevant number of
us...
14Televidente 2.0 X Oleada
The relationship with IPTV has changed in a substantial way: the elements in which traditionall...
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There are two main ways to subscribe pay TV at home:
15
● It is the main way and linked to an a...
16Televidente 2.0 X Oleada
The quadruple play is determinant for the majority at subscribing, but content and service are
...
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Sample: Have IPTV (593)
Thanks to the current IPTV offering…
The current IPTV offering allows a...
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Being able to choose what and when to watch what I like the most
…Diversity of contents
…Time f...
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* Not comparable with 2015
Sample: Have Pay TV (593)
It would make me unsubscribe…
23%
19%
7%
6...
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The moment of Movistar+ is especially positive, anchored in a powerful content offering and a
g...
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The Channel Cero receives positive evaluations in terms of
content and style.
The heritage of
C...
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Profile according to the
service subscription
2.2
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Sample: Total (1410)
Have a pay TV service (IPTV u OTT)
51%
The analysis done to users of IPTV ...
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The consumers of only OTTs seems to be a more young and masculine profile than those who
have I...
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70%
66%
34%
29%
41%
32%
26%
22%
17%
20%
30%
17%
17%
10%
14%
9%
Movies
Foreign Shows
News
Spania...
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37%
21%
27%
20%
16%
18%
11%
13%
11%
14%
10%
12%
7%
6%
7%
2%
2%
Porque venía incluido en un paqu...
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17%
22%
21%
28%
33%
27%
19%
20%
36%
23%
18%
12%
14%
3%
3%
5%
4%
4%
Comodidad: no tengo que busc...
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37%
27%
21%
20%
18%
16%
14%
13%
12%
11%
11%
10%
7%
7%
6%
2%
2%
Porque venía incluido en un paqu...
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Base: Total (1410)
Sample: (362) Sample: Total (231)
Kind of IPTV package available
37%
63%
...
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Other platforms and access
2.3
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The YouTube moment
We can observe a weakening in the consumption of certain kind of contents in...
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The YouTube moment
The declared access to YouTube in the last month drops down compared to the ...
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The moment of “pirate” downloading and streaming
Even tough it’s still a massive situation, the...
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Equipment evolution
2.4
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A prepared environment for the personalized consume at home.
The equipment data doesn’t have...
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The current TV’s allow the display of TV Apps and services offers:
Most of the users homes a...
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82%
19%
Yes
No
Smart TV Brand
The Smart TV is still growing. In line with the highest satisf...
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70%
30%
Yes
No
54%
42%
41%
30%
25%
21%
21%
15%
14%
14%
12%
10%
9%
5%
6%
Movies
Foreign shows
Mu...
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48%
48%
44%
42%
20%
13%
12%
11%
11%
8%
7%
6%
2%
Musical videos
News
Youtubers videos
Tutorial v...
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93%
44%
41%
37%
36%
34%
33%
32%
28%
24%
22%
17%
9%
9%
8%
7%
5%
4%
3%
3%
3%
1%
1%
1%
25%
Youtube...
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59%
43% 41% 38%
34%
29%
Outside home:
Dayly commute,
lunch
On vacation or
weekend outside
At ho...
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The intensive use of Smartphone for video
consumption
We will see..
The analyzed intense video ...
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Is inserted at every moment
● At home, at bed and waking upwhile
sleeping..
● On public transpo...
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It doesn’t have to be turned on
or move to the place where the
device is set. The immediacy and...
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It’s not about not using it with 3G o 4G but
about until what point. Usually, they try to
keep ...
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New lines and trends on video consumption
The Smartphone is starting to replace
other screens a...
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All moments during day and
night become sensitive to
become video consumption
thanks to the Sma...
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Advertising awareness by
platforms and devices
2.5
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3 out of 4 internet users have been touched by advertising. The advertising awareness on device...
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The format of the remembered ads and the interest on personalized advertising is similar and it...
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Televidente 2.0 x trends on Video Consumption

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Users demand increases satisfaction on video consumption through IPTV and OTT in Spain

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Televidente 2.0 x trends on Video Consumption

  1. 1. 1Televidente 2.0 X Oleada Televidente 2.0 2016-17 (10th wave) May 2017 Video consumption trends among Spanish Internet Users Public report
  2. 2. 2Televidente 2.0 X Oleada The Televidente 2.0 report has presented over the last 10 years the evolution of video consumption in Spain supported by the technology development, especially in three areas: The expansion of broadband connection and the online access on content has changed the relationship with linear TV, allowing the setting of a customized consumption from the user perspective. The emergence of new devices, especially the smartphone, has engendered a multi-screen, decentralized and omnipresent consumption. The radical change on TV offering has expanded the offering on new platforms (Youtube, OTTs, channels’ TV websites) that paves way to a greater diversity of contents and proposals. Analysing the impact of technology on video consumption in Spain Televidente 2.0 This has set up a new model of video consumption where Content, Occasion, Platform and Device are arranged according the user preference. Which changes are happening now?
  3. 3. 3Televidente 2.0 X Oleada Objectives and methodology 1
  4. 4. 4Televidente 2.0 X Oleada Analysing the development of video consumption on the main platforms: DTT, IPTV and OTT, as well as their users Three key objectives of this wave Exploring the remembering about advertising formats in a transversal way on devices and platforms Exploring how the technological equipment at user’s home has been changing, and also the current moment of the new screens: Smart TV and Smartphone
  5. 5. 5Televidente 2.0 X Oleada Qualitative Research 7 Focus groups in Madrid Methodology 1 FG Smartphone advanced users Youth 20-30 years old Use Smartphone to watch video content in an intensive way, both inside and outside of their homes 2 FGs OTT Clients Youth 20-30 years old Adults 35-50 years old 1 FG Channel TV apps users Youth 20-30 years old 1 FG IPTV other platforms clients Adults 35-50 years old VOD and App services users 1 FG SMART TV users Adults 35-50 years old Watch at least 4 hours of content 1 FG Movistar+ clients Adults 35-50 years old Subscribed to series, Movies. VOD and app users. Quantitative Research Online Survey Online survey (CAWI) Spanish General population (internet users) 18-55 years old 1.410 interviews 30 minutes. Methodology Sample Length January 2017 Location Spain. Target Sampling Error With 95% confidence level, the sampling error is 2,6% for n=1410 Fieldwork
  6. 6. 6Televidente 2.0 X Oleada Main results 2 6
  7. 7. 7Televidente 2.0 X Oleada The evolution of preferences towards non-linear offering It becomes to be perceived a loss of consumption of services based on non- linear, especially DTT, that just overcomes half of total consumption carried out by online audience. Besides the impact on consumption offering, it is important to start considering this impact on advertising, either for advertisers and the players themselves. In this fragmented scenario, it is important serves the audience of new platforms and devices to know who consumes and how is the consumption of the higher value content, in order to keep or increase the effectiveness of advertising. Measuring this on these platforms will be a factor of value for the advertisers. On IPTV, the linear channels are losing relevance on consumption and motivation for subscribing.
  8. 8. 8Televidente 2.0 X Oleada The preference of the users begins to change for non-linear platforms. Although DTT keeps a clear leadership when it is measured the hours of consumption, it has a third of declared occasions of consumption, and the linear TV keeps 50% of it. The non-linear consumption offerings (catch-up, VOD, apps, webs..) are capturing the audience’s interest 23% 30% 10% 18% 9% 10% Standard open TV (DTT) by community antenna TV services on Internet (Netflix, HBO, …) Streaming/Downloads/P2P/KODI DTT multi-devices apps (RTVE, Atresplayer, Mitele, …) IPTV multi-devices apps (Movistar +, YOMVI, Vodafone/Ono TV, Orange/Jazztel, …) IPTV (Movistar +, Vodafone TV, Jazztel, …) Decoder On which platforms video content is consumed? IPTV 33% Online content 47%
  9. 9. 9Televidente 2.0 X Oleada9 News, Spanish series and contests have DTT as reference platform. IPTV stands out on the most relevant content as movies, series and sports. OTTs have greater presence at the moment of watching movies and foreign series. 64% 24% 10% 9% 10% 6% 37% 9% 20% 47% 24% 11% 9% 9% 5% 40% 9% 23% 82% 18% 1% 1% 4% 1% 8% 5% 2% 74% 21% 7% 5% 7% 2% 23% 17% 10% 63% 27% 7% 6% 9% 3% 20% 10% 13% 68% 23% 7% 4% 6% 4% 22% 8% 11% 46% 20% 5% 1% 6% 4% 44% 11% 9% 54% 31% 8% 2% 20% 5% 23% 5% 5% 55% 31% 8% 3% 19% 3% 24% 5% 5% 67% 29% 6% 3% 7% 3% 10% 6% 3% 60% 20% 9% 5% 10% 5% 37% 15% 19% 71% 24% 8% 8% 9% 5% 15% 11% 11% 83% 17% 3% 2% 4% 2% 5% 10% 4% 50% 18% 7% 3% 13% 4% 28% 5% 6% DTT Consumed content by platform DTT and/or Pay TV Decoder DTT and/or Multi-device APP On-demand content decoder Recording and 7 days On-demand content Multi-device APP Base: (1410) (593) (432) News Spanish series Children’s TV show Cooking/ DIY-gardening, decoration, pets, motor, auctions Humor Movies Foreign series Documentaries Music Soccer: Champions league Soccer: La Liga/Copa del rey Mini-serie/ tv movie Contests and new talents’ shows Fórmula 1 (593) (593) (432) OTTs Downloads/ Streaming DTT APPs (938) (1410) (994) Traditional Pay TV (IPTV) Multi-devices APPS
  10. 10. 10Televidente 2.0 X Oleada10 All TV shows or contests are consumed to a greater extent on DTT (except Late Show that are most watched on pay TV). Tennis, NBA and golf are watched on IPTV. 61% 30% 8% 4% 8% 2% 14% 7% 4% 54% 22% 5% 2% 12% 3% 27% 6% 6% 80% 24% 3% 3% 4% 3% 7% 7% 3% 78% 17% 6% 3% 7% 2% 13% 9% 4% 54% 22% 6% 3% 13% 5% 28% 7% 7% 52% 21% 7% 5% 6% 3% 34% 5% 20% 77% 17% 3% 4% 7% 4% 7% 4% 4% 69% 33% 5% 2% 13% 2% 14% 7% 6% 68% 22% 4% 1% 10% 4% 11% 7% 5% 83% 19% 6% 2% 2% 3% 6% 7% 2% 23% 13% 8% 6% 9% 3% 53% 11% 11% 21% 33% 8% 5% 22% 6% 31% 2% 4% 65% 12% 13% 8% 7% 4% 9% 11% 3% 9% 34% 11% 0% 5% 12% 18% 4% 16% Late Show: night TV shows Other sports (that are not: soccer /Fórmula 1/ NBA/ Motorcycling/ Tennis/ Golf) Motorcycling / Moto gp Cartoons for adults NBA Adults Gossip TV shows Magazines (TV shows with variety of contents: interviews, talk shows, contests…) Reality show Discussions Talk Show / Programs of testimonies, interviews, discussions Tennis Bullfighting / Bullfighting themes Golf (432) (432) (938) (1410) (994) Traditional Pay TV (IPTV) Multi-devices APPS Consumed content by platform Base: (1410) (593) (593) (593) DTT DTT and/or Pay TV Decoder DTT and/or Multi-device APP On-demand content decoder Recording and 7 days On-demand content Multi-device APP OTTsDownloads/ Streaming DTT APPs
  11. 11. 11Televidente 2.0 X Oleada11 The panorama of Pay TV services 2.1
  12. 12. 12Televidente 2.0 X Oleada The set of Pay TV services (IPTVs and OTTs) are experiencing a moment of coexistence and complementarity for the users. Their combined effect presents a growth dynamic on value for users rather than cannibalization. As we shall see, the current perception is that they are different spaces at this moment, keeping own values of interest. They are addressing different audiences. The overall result of this growth shows that the most part of Spanish internet users is paying for one or another service. The panorama of Pay TV services
  13. 13. 13Televidente 2.0 X Oleada Half of web users are subscribers to some IPTV or OTT service. There is a relevant number of users who have both services IPTV Pay TV and OTTs. Have tradicional pay TV (IPTV) at home 42% Pay for some OTT service* 25%Pay TV at home (IPTV) + OTT* 16% Sample: Total (1410) Coexistence of payment services at home Subscribers to some IPTV or OTT service 51% Only traditional pay TV (IPTV) 26% Only Pay OTT 9% *Pay for some OTT service -> Pay OTT that is out of the IPTV package. *Pay TV at home + OTT -> Have IPTV and have subscribed some OTT service apart.
  14. 14. 14Televidente 2.0 X Oleada The relationship with IPTV has changed in a substantial way: the elements in which traditionally the users have established ties have changed. The moment of IPTV Contents and services are getting close to the user consumption ideal ● It is recognized that the content offering is currently much more diversified, relevant and complete compared to some years ago. ● It stands out especially the multi-device and multi-platform access, that allows a consumption more adapted to moments and interests of users, get them away from linear offering. ● Anyway, the offering sometimes is overwhelming: it is not easy to consume all the relevant and available content. ● Thanks to the “quadruple play”, those who have recently subscribed to pay TV feel the access has become simpler, less demanding and y less exclusive. ● However, this also determines a lower motivation to subscribing: it is already included with telephonic services. ● It is setting the TV offering when new motivations are discovered and activated. The “Quadruple Play” democratizes and revises the concept of the old pay TV “Nowadays everybody has pay TV” “They gave me” “I went because the illegal websites have closed” I”It is a way to watch a more adapted TV”
  15. 15. 15Televidente 2.0 X Oleada There are two main ways to subscribe pay TV at home: 15 ● It is the main way and linked to an attractive price on the set of contents. ● In these cases, the television is initially considered an added value of the subscribing. ● In these cases, the consumer’s demand is usually lower, but this demand might increase in light of awareness of the available offering from the telecom operator. “If there is no soccer, it does not work for me” “I can change the telecom operator because of the TV” “First of all you choose the telecom operator, you see what they offer and, if the price is ok, you go!” Looking for content Looking for a quadruple play ● This route has many alternative motivations: ○ Soccer ○ Other premium contents compared to the DTT offering (series, children, others sports). ● In this case, the TV offering becomes determinant at choosing a telephone provider, and might led to changes in the future. ● This indicates a client profile more demanding and more premium when choosing a “TV package”. Compared to previous times, the change is in the quadruple play as necessary entry point or as detonating. The moment of IPTV
  16. 16. 16Televidente 2.0 X Oleada The quadruple play is determinant for the majority at subscribing, but content and service are relevant for large segments of subscribers. 45% 24% 21% 18% 17% 15% 10% 10% 10% 10% Because it was included in the package Because of the quantity of the content (series, movies, documentaries,...) It is worth how much that you pay for the offered content There is no minimum period of staying It is not expensive Because I can watch it on many devices Because of the image quality Because I can watch it in the original version and with subtitles Because there is no advertising Because of the quality of series Sample: Have Pay TV (593) Main reasons for IPTV subscribing (market total)
  17. 17. 17Televidente 2.0 X Oleada Sample: Have IPTV (593) Thanks to the current IPTV offering… The current IPTV offering allows a more adapted consumption according the subscriber preferences: moments, platforms of access, contents... 6,5 Average 6,5 5,5 6,0 6,5 6,4 5,2 … I watch the DTT channels from the IPTV decoder … I watch what I want when I want …... I have reduced the dowloads or streaming or KODI (old XBMC), for free …... I watch less DTT channels …...I watch better quality contents …the functioning of my IPTV decoder is good … I watch more television - 12 pts. Vs 2015 13% 9% 22% 16% 8% 9% 21% 8% 10% 8% 11% 9% 8% 14% 23% 25% 27% 25% 27% 28% 30% 25% 29% 20% 24% 35% 35% 24% 31% 28% 24% 24% 22% 21% 12% Completely disagree (0 to 2) (3 to 4) (5 to 6) (7 to 8) Completely agree (9 to 10) Relevant differences compared to 2015 (95% confidence)
  18. 18. 18Televidente 2.0 X Oleada Being able to choose what and when to watch what I like the most …Diversity of contents …Time flexibility when consuming content Sample: Have Pay TV (593) 48% 50% 38% 29% 38%Enjoying the contents with less advertising compared to DTT The possibility of discovering new contents and channels Increase in quality compared to DTT 48% - 6 pts. Vs 2015 - 6 pts. Vs 2015 + 10 pts. Vs 2015 My current IPTV offering has provided me… IPTV provides a flexible model of consumption and diversity of contents, aligned with the users demands. Not having advertising or allowing to discover new contents are less relevant Relevant differences compared to 2015 (95% confidence)
  19. 19. 19Televidente 2.0 X Oleada * Not comparable with 2015 Sample: Have Pay TV (593) It would make me unsubscribe… 23% 19% 7% 6% 5% 11% 20% 13% 6,7 averagre Average satisfaction with Pay TV* 13 hours/week Weekly hours watching Pay TV … Lost soccer … Lost other sports (NBA, Fórmula 1, Motorcycling, …) … Lost movies … Lost main series (Narcos, Game of Thrones, …) … Lost the multidevice app … Lost documentaries … Lost services as recorder, 7 days, on demand, … … None Satisfaction and consumed hours of traditional Pay TV (IPTV) (Market total) The reference content (series, soccer and movies) is key to make the IPVT clients loyals.
  20. 20. 20Televidente 2.0 X Oleada The moment of Movistar+ is especially positive, anchored in a powerful content offering and a good service that allow increase distance from the competitors. A very outstanding service offering ● VOD, Apps, recorder, Últimos 7 Días, download to play, V.O.... although they are known in an unequal way, they allow the clients to consume contents as they want. ● This set of services changes the way to watch contents: the convenience is valued and it blocks the dependence of linear TV ● The SmartTV app stands out as an Access to a content offering that provides a better user experience compared to decoder interface. ● All clients find relevant content for the members of the family and themselves: ○ Football other sports ○ Trending series, of wide interest and complete seasons. ○ Blockbusters. ○ Specialized channels Almost all the relevant contents available “Convenience” “Freedom” An offer that translates into a great correlation between quality and price that creates attachment.
  21. 21. 21Televidente 2.0 X Oleada The Channel Cero receives positive evaluations in terms of content and style. The heritage of Canal + ● Because of the kind of contents, the channel style, the language used, the presenters : All this remembers the historic Canal +. ● It’s presences it’s evaluated as a differential content of the platform and a linear channel that offers additional value than what is available in TDT. The users identify it as the heritage of Canal +: It’s offer of contents and service has been completely included inside the second. “Leitmotiv” “El día después” “Ii reminds me to Canal+, that was based on questions, there aren’t trash programs” “There I something always there that calls your attention” “Movistar+ is bigger and has integrated what Canal+ used to be”
  22. 22. 22Televidente 2.0 X Oleada22 Profile according to the service subscription 2.2
  23. 23. 23Televidente 2.0 X Oleada Sample: Total (1410) Have a pay TV service (IPTV u OTT) 51% The analysis done to users of IPTV & OTT using excluding agroupations help us to see the dfferences among the consumers of the different pltaforms. Excluding distribution of the clients accroding to the service subscriptions. 26% 9% 16% 49% ONLY IPTV ONLY OTT IPTV + OTT NO PAID TV SERVICES
  24. 24. 24Televidente 2.0 X Oleada The consumers of only OTTs seems to be a more young and masculine profile than those who have IPTV + OTT. This difference seems to be increased when compared to those who are only IPTV users. Sample: (121) BCD (A) (B) B 18- 24 y/o 25-34 y/o 35-44 y/o 45-54 y/o Gender Age ONLY OTT 9% IPTV + OTT 16% Sample: Total (231) CD A (A) (B) B NO PAID TV SERVICES 49% Base: (696) A (A) (B) Base: Total (1410) ONLY IPTV 26% Sample: (362) A A (A) (B) (A) (B) (C) (D) 15% 42% 28% 16% 14% 28% 32% 26% 14% 21% 34% 31% 19% 20% 33% 29% 57% 43% Male Female 54% 46% Male Female 48% 52% Male Female 49% 51% Male Female Letters (A,B,) indicate relevant differences among the segments with a 95% level of confidence.
  25. 25. 25Televidente 2.0 X Oleada 70% 66% 34% 29% 41% 32% 26% 22% 17% 20% 30% 17% 17% 10% 14% 9% Movies Foreign Shows News Spaniard shows Documentaries Humor Music Soccer: National league/King's cup Soccer: Champions league Cuicine/ gardening, decoration, pets,… Mini serie/tv movie Kid's shows Contests and reality shows Formula 1 Late Show Motorcycles/ Mot GP 76% 66% 34% 37% 39% 32% 28% 26% 27% 30% 21% 20% 15% 16% 20% 13% Movies Foreign Shows News Spaniard shows Documentaries Humor Music Soccer: National league/King's cup Soccer: Champions league Cuicine/ gardening, decoration, pets,… Mini serie/tv movie Kid's shows Contests and reality shows Formula 1 Late Show Motorcycles/ Mot GP 77% 60% 48% 45% 39% 35% 35% 25% 24% 26% 28% 22% 19% 17% 14% 14% Movies Foreign Shows News Spaniard shows Documentaries Humor Music Soccer: National league/King's cup Soccer: Champions league Cuicine/ gardening, decoration, pets,… Mini serie/tv movie Kid's shows Contests and reality shows Formula 1 Late Show Motorcycles/ Mot GP 77% 61% 31% 37% 35% 33% 25% 45% 44% 26% 23% 16% 14% 21% 19% 23% Movies Foreign Shows News Spaniard shows Documentaries Humor Music Soccer: National league/King's cup Soccer: Champions league Cuicine/ gardening, decoration, pets,… Mini serie/tv movie Kid's shows Contests and reality shows Formula 1 Late Show Motorcycles/ Mot GP 25 Sample: (362) A D Sample: (121) Base: Total (1410) Sample: (696) A A ABC ABC AC A A A A Sample: Total (231) ACD ACD A AC ACD The one subscribed to both platforms (IPTV & OTT) it’s a big consumer of all kind of contents, while the others show a more specific interest (movies, shows and soccer). The users without subscriptions prefers contents of the lineal TDT (and pirate access). (A) (B) (C) (D) ONLY OTT 9% IPTV + OTT 16% NO PAID TV SERVICE 49% ONLY IPTV 26% Letters (A,B,) indicate relevant differences among the segments with a 95% level of confidence.
  26. 26. 26Televidente 2.0 X Oleada 37% 21% 27% 20% 16% 18% 11% 13% 11% 14% 10% 12% 7% 6% 7% 2% 2% Porque venía incluido en un paquete de servicios de telecomunicaciones Por la cantidad del contenido Merece la pena lo que pagas por el contenido que ofrece No tiene periodo de permanencia Es económico Porque puedo verlo en varios dispositivos Por la calidad de imagen porque puedo verlo en versión original y con subtítulos Porque no tiene publicidad Por la calidad de las series Cmodidad: no tengo que buscar el contenido Porque tienen conteido exclusivo Porque están disponibles todos los capítulos y temporadas de las series Porque están las series de moda Por la calidad de otros contenidos Porque es más difícil ver… Poder ver contenido en calidad 4K/UHD 26 Base: Total (1410) 50% 26% 17% 16% 18% 13% 10% 8% 9% 7% 7% 5% 6% 6% 4% 4% 3% It was included in a package of my telcom service Because of the amount of content The cost it's worthy according to the price you pay It doesn't have an obligatory contract It's cheap Because I can see it in several devices Because of the image quality Because I can see the original version and subtiteled There aren't ads Because of the quality of the shows I don't have to search for contents Because it has exclusive content Because you can find all the seasons of the shows Because I can find all the trending shows Because of the quality of other contents Because it's harder to see content in other free streaming websites To see 4K/UHD content Sample: (362) Sample: Total (231) When consiering the drivers to hire IPTV, the exclusive users of this platform highlight the package with other services, while the ones with this and an OTT give value to the content offered for the price that is paid. Motivations to get an IPTV (A) (B) B A A A EXCLUSIVOS IPTV 26% IPTV + OTT 16% Letters (A,B,) indicate relevant differences among the segments with a 95% level of confidence.
  27. 27. 27Televidente 2.0 X Oleada 17% 22% 21% 28% 33% 27% 19% 20% 36% 23% 18% 12% 14% 3% 3% 5% 4% 4% Comodidad: no tengo que buscar el contenido Es económico Puedo compartir la cuenta y los gastos con amigos,familiares, … Porque puedo verlo en varios dispositivos (Ordenador, Smart TV, Tablet, Smartphone, …) Merece la pena lo que pagas por el contenido que ofrece Por la cantidad del contenido Porque puedo verlo en versión original y con subtítulos Por la calidad de otros contenidos Por la calidad de las series Porque no tiene publicidad No tiene periodo de permanencia Porque tienen contenido exclusivo Porque puedo descargar el contenido y verlo offline Poder ver contenido en calidad 4K/UHD Porque es más difícil ver… Por la calidad de imagen Porque están las series de moda Porque están disponibles todos los capítulos y temporadas de las series 30% 30% 27% 26% 24% 23% 19% 19% 19% 17% 16% 14% 8% 7% 6% 5% 4% 2% I don't have to search for content It's cheap I can share the account and expenses with family/friends I can see it in several devices The prices is wiorthy for the content it offers For the quantity of contents I can watch it in original version and subtitules Because of the quality of other services For the quality of the shows It doesn't have ads It doesn't have obligatory contracts Because it has exclusive contents I can download content and watch it offline I can watch content in 4K/UHD Because it's harder to see content in free streaming sites Because of the quality of the image I can see the trending shows Because I can see the complete seasons of shows when I want to 27 Base: Total (1410) Sample: (121) Sample: Total (231) For the exclusive users of OTT, convenience and the availability of an economic service are the main drivers to get it, while the quality of the content (specially shows) is what activates the one that lives with IPTV. Drivers to get OTT’s (A) (B) B A ONLY OTT 9% IPTV + OTT 16% Letters (A,B,) indicate relevant differences among the segments with a 95% level of confidence.
  28. 28. 28Televidente 2.0 X Oleada 37% 27% 21% 20% 18% 16% 14% 13% 12% 11% 11% 10% 7% 7% 6% 2% 2% Porque venía incluido en un paquete de servicios de telecomunicaciones Merece la pena lo que pagas por el contenido que ofrece Por la cantidad del contenido No tiene periodo de permanencia Porque puedo verlo en varios dispositivos (Ordenador, Smart TV, Tablet, Smartphone, …) Es económico Por la calidad de las series Porque puedo verlo en versión original y con subtítulos Porque tienen contenido exclusivo Porque no tiene publicidad Por la calidad de imagen Comodidad: no tengo que buscar el contenido Por la calidad de otros contenidos Porque están disponibles todos los capítulos y temporadas de las series Porque están las series de moda Poder ver contenido en calidad 4K/UHD Porque es más difícil ver contenido en páginas web de streaming/ descargas Puedo compartir la cuenta y los gastos con amigos,familiares, … Porque puedo descargar el contenido y verlo offline 33% 27% 18% 28% 22% 36% 19% 12% 23% 5% 17% 20% 4% 4% 3% 3% 21% 14% Because it was included in my Telcom package The cost it's worthy according to the price you pay Because of the quantity of content It doesn't have an obligatory contract Because I can see it in several devices It's cheap Because of the quality of the shows Because I can see it in theoriginal version and with subtitles Because it has exclusive content Because it doesn't have ads Because of the quality of the image I don't have to search for content Because of the quality of other contents Because I can find all the seasons of the shows Because I can find the trending shows To see 4K/UHD content Because it's harder to see content in other free streaming websites I can share the account and expenses with family/friends I can download content and see it offline 28 IPTV + OTT 16% Drivers to get an OTTs vs IPTV n/a n/a n/a -6 pts -6 pts +2 pts -10 pts -6 pts -22 pts -6 pts 0 pts -12 pts +6 pts -7 pts -13 pts +3 pts +2 pts -1 pts -1 pts The user of both kind of platforms is a big premium consumer. A higher intensity of the motivations related to OTT than those to IPTV is observed. (specifically the quadplay). Sample: Total (231) OTTs IPTVs
  29. 29. 29Televidente 2.0 X Oleada 29 Base: Total (1410) Sample: (362) Sample: Total (231) Kind of IPTV package available 37% 63% Basic Advanced 25% 75% Basic Advanced … also, this is complemented with higher presence of advanced content packages among those who have IPTV and another OTT service (this packages are highly related to sports) (A) (B) A 26% 32% 41% 47% Soccer package Sports total Soccer package Sports total A A ONLY IPTV 26% IPTV + OTT 16% Letters (A,B,) indicate relevant differences among the segments with a 95% level of confidence.
  30. 30. 30Televidente 2.0 X Oleada Other platforms and access 2.3
  31. 31. 31Televidente 2.0 X Oleada The YouTube moment We can observe a weakening in the consumption of certain kind of contents in YouTube that changes the game: ● Decrease of 4 points compared to the last wave. ● The elderly online population in growing faster than the number of users of YouTube. ● A wide number of “generic” content from YouTube of low value for the users (music, humor, tutorials) show poorer search results. Only YouTubers show a similar strength in that matter. The YouTube users are more likely to have an OTT subscription. ● It’s possible that Spotify Premium campaigns (attached to the Smartphone usage) are also affecting this behavior. Content consumption ● We find a usage drop off in Smarthone and Smart TV. With Smartphone it might answer to the impossibility to work together with other Apps like Whatsapp that tend to hog a lot of time. Devices A plausible hypothesis is that YouTube users are starting to migrate their consumptions to paid digital platforms (OTTs& IPTV Apps). Penetration
  32. 32. 32Televidente 2.0 X Oleada The YouTube moment The declared access to YouTube in the last month drops down compared to the last wave. The actual users of YouTube are starting to have more payment services (OTT or IPTV) than the average. An derived of that, we observe a drop down of video consumption of the most advanced devices: Smartphone and Smart TV, those that hardly reach the senior target. 4 hours/week Weekly hours watching YouTube 56% 46% 29% 28% 14% 3% 2% 1% Smartphone Laptop Tablet Desktop Smart TV Chromecast / TV Box Console Apple TV Total Vizualization frequency Used devices 86% 14% Yes No Sample: Total (1410) 35% 29% 18% 12% 4% 1% 0% 0% 1st selection - 4 pts. Vs 2015 - 6 pts. Vs 2015 - 6 pts. Vs 2015 Access to YouTube in the last month Relevant differences of 95% of confidence compared to 2015
  33. 33. 33Televidente 2.0 X Oleada The moment of “pirate” downloading and streaming Even tough it’s still a massive situation, the drop down of download/streaming that started last yeas continues thanks to the IPTV subscriptions. Although, this drop down is not happening with those who are OTT subscribers. Weekly hours invested on the consume of contents on each platform. Pirate downloading or streaming consumers. Total Weekly hours Sample: Sees free contents (938) Base: Total (1410) - 6 pts. Vs 2015 Have IPTV and NO OTT Have IPTV + OTT Have OTT and NO IPTV Don’t have any pay TV service 63% 68% 71% 67% 5hs 5hs 6hs 67% 33% Yes No P2P Download Streaming Relevant differences of 95% of confidence compared to 2015
  34. 34. 34Televidente 2.0 X Oleada Equipment evolution 2.4
  35. 35. 35Televidente 2.0 X Oleada 35 A prepared environment for the personalized consume at home. The equipment data doesn’t have relevant variations in front of the last year but we see a reinforcement in the trend of personal devices, where the Smartphone is the king. The connection speed doesn’t stop increasing. 92% 88% 77% 73% 65% 53% 41% 13% 8% 5% 91% 80% 65% 55% 49% 31% 20% 12% 5% 4% Smartphone Laptop HDD Tablet Desktop Console Portable console Chromecast / TV Box Projector Apple TV Base (Have): Have at home Users Connection at home External TV devices 33% 21% 26% 16% 9% Less than 50 MB From 50 to 99 MB From 100 to 300 MB More than 300 MB Mobile data Connects to the TV 21% 45% 57% 18% 17% 19% 26% 58% Sample: Total (1410) Sample: Total (1410) 5 devices on average 4 devices on average - 7 pts. Vs 2015 + 7 pts. Vs 2015 - 4 pts. Vs 2015 + 4 pts. Vs 2015 1267 1211 1058 1018 897 734 573 185 107 75 None 21% 54% - 12 pts. Vs 2015 56% 74% + 4 pts. Vs 2015 42% + 16 pts. Vs 2015 Relevant differences of 95% of confidence compared to 2015
  36. 36. 36Televidente 2.0 X Oleada 36 The current TV’s allow the display of TV Apps and services offers: Most of the users homes already have an Smart TV and the HD quality is the average. By now the 4K and HDR systems are a minority. Sample: Total (1410) Average 3 TVs 1% 3% 8% 22% 37% 28% 1% More than 5 5 4 3 2 1 None Number of TV’s at home Place** TV type (media de televisiones en el hogar con esta característica) 99% 0,94 52% 0,67 29% 0,66 23% 0,19 9% 0,14 0,09 Living Room Bedroom Guest room HD Smart TV Full HD HDR* 4K / UHD Son’s bedroom Kitchen *High Dynamic Range. The acronim migth have couse confussion among the participants. 3D **Recalculated percentage according to the average 51% 49%Have Smart TV + 7 pts. Vs 2015 Sample: Have TV (1401) Sample: Tienentv (1401) Sample: Tienentv (1401)Sí No Relevant differences of 95% of confidence compared to 2015
  37. 37. 37Televidente 2.0 X Oleada 37 82% 19% Yes No Smart TV Brand The Smart TV is still growing. In line with the highest satisfaction with the product, the Smart TV usage frecuency increases. 44% 33% 9% 6% 6% 1% 1% 5% Samsung LG SONY Philips Panasonic Toshiba OKI Otra Have connected the Smart tv to the internet Sample: Has Smart tv (682) Frequence of Smart TV connection to the internet 10% 17% 17% 32% 24%Everyday At least once a week At least once a month Less frequency Once, just to try it 3%4% 17% 44% 32% Not satisfied(0 a 2) (3 a 4) (5 a 6) (7 a 8) Completly satisfied (9 a 10) Satisfaction with the Smart tv Sample: Connects Smart TV to the Internet (556) - 8 pts. Vs 2015 + 7 pts. Vs 2015 + 6 pts. Vs 2015 - 4 pts. Vs 2015 - 3 pts. Vs 2015 49% HAS SMART TV + 7 pts. Vs 2015 Relevant differences of 95% of confidence compared to 2015
  38. 38. 38Televidente 2.0 X Oleada 70% 30% Yes No 54% 42% 41% 30% 25% 21% 21% 15% 14% 14% 12% 10% 9% 5% 6% Movies Foreign shows Music vides Spaniard shows Documentaries Humor videos Sports Tutorials Entreteiment shows Hobbies videos (Automotive, gardening) Amateur videos nformative Gameplays Adults Others 38 The movies and foreign shows are still the most watched because of the presence of IPTV and OTTs. The content related to YouTube (music, documentaries, humor) and the one from DTT (Spaniard shows, spots) lose presence with the Smart TV 70% 43% 24% 17% 15% 12% 11% 10% 5% 6% Adioviual content (movies, series,, programs, videos). To watch music (Spotify, Radio, Google Music, …) Social media (Facebook, Twitter, …) Games Online press (El País, El Mundo, Marca, As) Photos Email( Outlook, Gmail, …) Communication ( Skype) Karaoke Others Use Apps The Apps they use What contents they watch Sample: Have used Apps(389) - 7 pts. Vs 2015 - 8 pts. Vs 2015 - 8 pts. Vs 2015 - 13 pts. Vs 2015 - 7 pts. Vs 2015 - 11 pts. Vs 2015 - 8 pts. Vs 2015 Users that use Apps on Smart TV Relevant differences of 95% of confidence compared to 2015
  39. 39. 39Televidente 2.0 X Oleada 48% 48% 44% 42% 20% 13% 12% 11% 11% 8% 7% 6% 2% Musical videos News Youtubers videos Tutorial videos Humor clips Videogames: Gameplays, Reviews Soccer Foreign shows Cinema Entertainment shows Spaniard series Sports besides soccer (Basketball, tennis…) Others 39 The generic YouTube content consumption drops down in Smartphone but the most valuable for the users remains. (YouTubers, series, soccer..) The Gb for mobile data plans is increased. Monthly Mb. Sample: Have Smartphone at home (1276) Total Mobile data What contents they see on Smartphone Sample: Have Data (992) - 10 pts. Vs 2015 + 8 pts. Vs 201538% - 4 pts. Vs 2015 - 17 pts. Vs 2015 - 18 pts. Vs 2015 - 9 pts. Vs 2015 - 21 pts. Vs 2015 - 10 pts. Vs 2015 - 10 pts. Vs 2015 78% 22% Yes No 6% 14% 18% 34% 17% 6% 5% More than 6 GB More than 3GB to 6 GB More than 2 GB to3 GB More than 1 GB to 2 GB From 500 MB to 1 GB Less 500 MB I don't know Relevant differences of 95% of confidence compared to 2015
  40. 40. 40Televidente 2.0 X Oleada 93% 44% 41% 37% 36% 34% 33% 32% 28% 24% 22% 17% 9% 9% 8% 7% 5% 4% 3% 3% 3% 1% 1% 1% 25% Youtube Atresplayer Rtve a la carta Mitele Google Play Vimeo Apps de canales de TV… Clan Canal Cocina Disney channel Replay Netflix Aplicación Movistar+… Wuaki.tv Bein Sports Amazon Video / Amazon Prime… HBO España Servicio TV Online… Apple TV/ Itunes (películas) Servicio Orange… Total Channel Filmin Filmotech Cineclick Dorna VideoPass (moto gp) Otras The decrease of consumption of this contents affects the frequency of YouTube access. On the contrary it increases the use of other OTT, IPTV and TDT apps considerably. Sample: TienenSmartphone en el hogar (921) Frequency of ctents seen on Smartphone Has tried Uses comunly 81% 12% 9% 10% 25% 6% 7% 7% 5% 4% 10% 8% 2% 4% 3% 3% 2% 1% 2% 1% 1% 0% 0% 0% 6% + 8 pts. Vs 2015 + 12 pts. Vs 2015 + 9 pts. Vs 2015 - 6 pts. Vs 2015 CONSUME YOUTUBE IN THE LAST MONTH FROM SMARTPHONE 56% - 6 pts. Vs 2015 We have seen that… EGM DATA FROM 2016 Highest increase of internet userscompared to YouTube (+2,7 pts) +5,2 pts. vs. 2015 +2,5 pts. vs. 2015 Internet access YouTube acess Apps de canales de televisión tradicional Relevant differences of 95% of confidence compared to 2015
  41. 41. 41Televidente 2.0 X Oleada 59% 43% 41% 38% 34% 29% Outside home: Dayly commute, lunch On vacation or weekend outside At home even when no one is using TV At home when I can use the TV (On bed, Kitchen, etc…) At home when the TV is being used In other's people homes (Family, friends) 41 The average consume of video contents through Smartphone is 4 hours weekly, and 1 out of 3 consumes with more intensity.. The use of Smartphone outside home is reduced, while inside the house the voluntary consume in this devices is on the lead. 6 out of 10 uses it more time, even tough the length of the videos watched remains the same. How is the comnsumption of video contents in the Smartphone? 4 hours/week Average of hours weekly watching media with Smartphone Frecuency of consumption If moble data was unlimited… Would use it for more hours 58% Would use it the same 42% Where they see the contents Never From time to time Usually All Sample: See contents on Smartphone (921) Length of contents Outside home 67% Inside home 85%+6 pts. Vs 2015 - 8 pts. Vs 2015 29% Users of Smartphone thar consume 4 or more hours watching weekly 76% 64% 33% 3% 18% 28% 48% 30% 5% 7% 17% 54% 1% 1% 2% 14% More than 60 minutes From 30 to 60 minutes From 10 to 30 minutes From 0 to 10 minutes Relevant differences of 95% of confidence compared to 2015
  42. 42. 42Televidente 2.0 X Oleada The intensive use of Smartphone for video consumption We will see.. The analyzed intense video consumer of Smartphone (young people with at least 4 hours of consume weekly) shows how the online consumer of contents is more detached to the norm of other segments, and with a patterns of compulsive Smartphone use that almost reach's addiction. It’s relationship with the Smartphone, is going to configure the new patterns of consume that will overflows the one that started years ago because of the online access offered. The technological advance is starting to develop a trend of intense video consumption on Smartphones, overcoming the settlement of the micro-moments, detected on 2015.
  43. 43. 43Televidente 2.0 X Oleada Is inserted at every moment ● At home, at bed and waking upwhile sleeping.. ● On public transport ● At the office, college, while doing everyday tasks ● While waiting.. With this starting point, the most advanced users show a wider pattern of consumption, with the trend to be irrestrictive and preferent to other displays. The intensive use of Smartphone for video consumption A large number of consumption oportunities With a wide variety of contens Even tough it’s easier to consume short videos, they consider amongg this category those who last around 30 or 40 min: ● Series, TV shows, debates ● News ● Youtube videos: music, tutorials, recepies, humor ● Documentaries Besides, in some cases they even consider movies or soccer games. On different platforms ● Apps of Youtube, Movistar+, Netflix, Mitele, A3media ● Ilegal streaming websites (pordede.com) ● Complementary with social media Apps.
  44. 44. 44Televidente 2.0 X Oleada It doesn’t have to be turned on or move to the place where the device is set. The immediacy and lack of wait is the most important. As device, the Smartphone finds for this users a lot of relevant advantages in front of other screens: It’s immediacy and mobility It’s personal caracter Oriented exclusively to a personal consumption, it doesn’t require consensus like bigger screens. “What I always have in my pocket is the phone” “I get lazy to turn on the Laptop” “I’m at the living and I can watch the game if they chose something else on the TV” It’s distributed presence The consume of only one content doesn’t require a time or place defined, it goes with the user and the consume can be fragmented and distributed as exclusive or complementaty to other screens. “When I’m outside I watch it on the phone but I can arrive and keep going on the TV” Always a companion, always available, always property of the user. No other screen offers this specific elements for the video consume. The intensive use of Smartphone for video consumption
  45. 45. 45Televidente 2.0 X Oleada It’s not about not using it with 3G o 4G but about until what point. Usually, they try to keep data for the consume of other services. On the contrary, the current limit for this users had more to do with the conditionals than self-imposed limits. The continuous data consumption outside the wifi connection. The size of the screen for long consumption. For media longer than 40 minutes they look for a bigger screen. The concurrence with other uses of the device “It’s hard to see a movie”“I use it until I run out of it” “If i ran out of it, I buy an additional package” There is a conflict with other uses, specially with WhatsApp, that tends to interrupt the consume. “You can’t chat while you are watching a movie” “If you want to watch Game of trhones you better watch it on TV.” The quality of the image is limited for hight interest contents. Those contents of higher interest are where the and where consume experience has more value tend to be avoided on the Smartphone. The intensive use of Smartphone for video consumption
  46. 46. 46Televidente 2.0 X Oleada New lines and trends on video consumption The Smartphone is starting to replace other screens at home: it generates preference even in front of higher quality options. The quality of the experience loses relevance in front of the immediate access to the content The consumption on Smartphone goes from competing with other screens to compete with other activities: my work, my studies, my family time… The consumption occasion becomes a determinant variable that it’s even more important than the content itself. The content is now “subjected” to the situation of the user that now decides the time and dedication to give to them. The intensive use of Smartphone for video consumption
  47. 47. 47Televidente 2.0 X Oleada All moments during day and night become sensitive to become video consumption thanks to the Smartphone. The continuity and routines of consumption are broken: any moment and place is susceptible of being used. Therefore, the consumers are moving towards to a consumption that is increasingly unstructured and distributed over time and space The “omnivore” consumer of contents becomes even more compulsive, helped by the almost unlimited access to content. As a consequence, the consumption becomes less planned, more compulsive and more present in each moment of the user’s life The intensive use of Smartphone for video consumption New lines and trends on video consumption
  48. 48. 48Televidente 2.0 X Oleada Advertising awareness by platforms and devices 2.5
  49. 49. 49Televidente 2.0 X Oleada 3 out of 4 internet users have been touched by advertising. The advertising awareness on devices (not TV) grows significantly compared to 2015 Advertising awareness Advertising impact for creativity type. 54% 46% 38% 34% Vídeos Display / Banner Pop up No Base: Total (1410) On TV On Smartphone On Smart tv On Tablet 53% 23% 28% 19% n/a 45% 17% 34% n/a 36% 19% 30% n/a 53% 24% 43% n/a 35% 26% 29% n/a 55% 15% 36% n/a 46% 22% 35% n/a 40% 18% 37% n/a 44% 17% 36% TC channels News websites Sports websites Video websites TV channels websites Social Media Brands websites Streaming websites Download websites Have TV and remember ads (1401) Have Smartphone and remember ads (865) Have Smart TV and remember ads (454) Have Tablet and remember ads (679)+5 pts. Vs 2015 - 7 pts. Vs 2015 - 6 pts. Vs 2015 - 6 pts. Vs 2015 +9 pts. Vs 2015 +21 pts. Vs 2015 +26 pts. Vs 2015 +18 pts. Vs 2015 +9 pts. Vs 2015 +14 pts. Vs 2015 +14 pts. Vs 2015 +18 pts. Vs 2015 +15 pts. Vs 2015 +11 pts. Vs 2015 +10 pts. Vs 2015 +12 pts. Vs 2015 +12 pts. Vs 2015 +19 pts. Vs 2015 +14 pts. Vs 2015 +15 pts. Vs 2015 +18 pts. Vs 2015 +23 pts. Vs 2015 +16 pts. Vs 2015 +20 pts. Vs 2015 +12 pts. Vs 2015 +13 pts. Vs 2015 +15 pts. Vs 2015 +18 pts. Vs 2015 Advertising impact for type and device Impacted 67% - 4 pts. Vs 2015 Diferencias significativas al 95% de confianza frente 2015
  50. 50. 50Televidente 2.0 X Oleada The format of the remembered ads and the interest on personalized advertising is similar and it doesn’t depend if it’s shown through an decoder, or an App of IPTV or OTTs Has seen ads on… Decoder Apps of pay TV (Movistar +, Online TV service , Orange Multideviceo) Internet TV service (Netflix, HBO, …) 34% 22% 21% 21% 17% 47% Text Banner (with images) Video or animated ads Info covers the screen for a while Interactive Ads I haven’t seen ads 38% 30% 31% 28% 28% 42% Text Banner (with images) Video or animated ads Info covers the screen for a while Interactive Ads I haven’t seen ads 27% 24% 23% 18% 18% 53% Text Banner (with images) Video or animated ads Info covers the screen for a while Interactive Ads I haven’t seen ads Very interesting Interesting Not really interesting Nothing interesting 13% 29% 24% 35% 12% 28% 26% 34% 11% 28% 25% 36% It was… Interest on personalized ads Sample: Have Pay TV (590) Sample: Have multidevice app (429) Base: Use or pay OTTs (994) Advertising awareness Very interesting Interesting Not really interesting Nothing interesting Very interesting Interesting Not really interesting Nothing interesting
  51. 51. 51Televidente 2.0 X Oleada Thank you.

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