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Adobe Digital Index Q1 2016 Digital Video Benchmark Report

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Adobe Digital Index's analysis of TV Everywhere consumption has found that viewership is up 107% year over year. Marketers should take note.

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Adobe Digital Index Q1 2016 Digital Video Benchmark Report

  1. 1. DIGITAL VIDEO BENCHMARK REPORT ADOBE DIGITAL INDEX Q1 2016
  2. 2. 2ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016 Table of contents 03 Key insights 04 Most TVE viewing occurs in one location – even on mobile 05 TVE viewers use several devices in a single location 06 TVE authenticated video viewing maintains growth 07 Android and iOS continue seeing higher TVE viewing frequency 08 Share of authentications via TV connected devices on the rise 09 Device usage remains constant since Q4 2015 10 Methodology 11 Glossary
  3. 3. TVE viewers not as ‘on-the-go’ as originally thought •  71% of all TVE viewers watch from one location •  72% of mobile TVE viewers watch from one location •  Highly engaged, strong and addressable audience from a single location Consumers are watching more content on mobile devices •  Android and iOS continue to see higher viewing frequency (both up 8% YoY) •  Connected TV device frequency viewing (Apple TV, Roku, gaming consoles, etc.) remained fairly stagnant YoY TVE video viewing on the rise •  TVE video viewing grew 107% YoY and 58% QoQ Key insights 3ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
  4. 4. Most TVE Viewing Occurs in One Location – Even on Mobile 4 •  71% of TVE viewers watch from one location, indicating a captivated addressable audience and minimal ‘on-the-go’ behavior ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016 •  Mobile viewing historically also considered ‘on-the-go’, but 72% of mobile TVE users only watch from one location
  5. 5. TVE Viewers Use Several Devices in a Single Location 5 Disparate devices indicate an opportunity for a single location-based authentication system to improve TVE viewer experience ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
  6. 6. TVE Authenticated Video Viewing Maintains Growth 6 •  TVE authenticated viewing up 107% YoY and 58% QoQ, respectively •  Strong growth of authenticated viewing continued in Q1 due to sports and TV show premieres •  Seasonal TVE dip typically occurs in the early summer months ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
  7. 7. 7 •  Frequency on TV Connected Device viewing remained fairly stagnant YoY -  Consumers haven’t changed viewing behavior •  Android and iOS viewing frequency have each grown 8% YoY Android and iOS Continue Seeing Higher TVE Viewing Frequency ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
  8. 8. 8 •  iOS share of TVE authentications continued to fall, down 22% YoY •  TV Connected Devices, Browsers, and Android all experienced YoY growth (15%, 21%, and 13% change, respectively) – indicating more video viewing sessions are being started Share of Authentications via TV Connected Devices on the Rise ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
  9. 9. Device Usage Remains Constant Since Q4 2015 9 •  Device shares changed very little in Q1 •  Lack of new and disruptive technologies are leading people to watch videos on the same devices as before ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
  10. 10. Methodology Based on consumer video viewing from January 1, 2015 through March 31, 2016. It consists of the aggregated and anonymous site data from Adobe Analytics and Adobe Primetime. No personally identifiable information used to generate this report; Adobe does not know the personal identity of those viewing digital videos. Sample information includes: •  1.2 billion TV Everywhere (TVE) authentications in North America •  300+ different sites and apps acting as access points for TVE Visit our website: adobe.ly/digitalindex Read our blog: adobe.ly/digitalindex Follow us: @adobeindex Ask a question or make a suggestion: digindex@adobe.com 10 ©2015 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. digindex@adobe.com adobe.ly/digitalindex adobe.ly/digitalindex ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
  11. 11. 11ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016 •  Viewing frequency: Video start per unique viewer •  Authenticated video: Video content that requires credentials from multichannel video programming distributor (MVPD) •  Monthly unique visitor: Total number of unique visitors for the month •  Access types: –  Browser includes Chrome, IE, Firefox, and Safari on both PC and mobile devices –  iOS app is an app on any Apple mobile device –  Android app is an app located on any Android mobile device –  Gaming console and OTT includes data from apps on Xbox, PS4, Apple TV, Roku, Amazon Fire TV, and other similar devices Glossary

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