R
The Social TV Index 4th Edition, NAB Show 2016

Tracking changes in TV consumption
4th Edition, April 2016
Research on S...
~57 million viewers actively engage in Social
TV. Facebook remains dominant. Twitter rising?
3
EXECUTIVE SUMMARY
Author’s ...
NEW #SOCIALTV INDEX
A core survey re-design shows 20% of the
internet actively engages in #SocialTV behavior.
4
15%
No
65%...
~15M Social TV Engagers are habitual in this
behavior. ~8M engaged 7+ times last month.
5
Posers
29%
Occasionals
44%
Habit...
Facebook is (still) crushingly dominant. Twitter
& YouTube approximately tied. Tumblr?
Q: WHICH SOCIAL NETWORK(S) DO YOU U...
Social TV activity has spiked in News. Trump
and election politics are having an impact.
Q: FOR WHICH OF THE FOLLOWING 5 G...
The #1 platform for chatting during a live TV
show is text & SMS messaging. Surprised?
8Note: “None of the above” option r...
9
16.7% of Engagers really enjoy interacting with
others. 1/3 aren’t interested in this idea.
1
I don’t enjoy it.
2 3 4 5 ...
Engagers are less interested in socializing with
the host, cast or crew than we anticipated.
Q: HOW MUCH DO YOU ENJOY INTE...
11
Live sportscasts aren’t DVR-proof - evidence of
demand for uber-premium sports TV packages.
SPORTS TV VIEWING
Q: DO YOU...
12
Sports TV hours produced have grown much
faster than sports TV hours watched.
12
“No question there is a
media rights b...
13
Personalization, time-shifting & recommenders
have proven potential to boost viewership.
31%
10%
23%
19%
17%
Sponsored ...
1	
  -­‐	
  We	
  start	
  with	
  a	
  complete	
  game
2	
  -­‐	
  We	
  analyze	
  every	
  play,	
  string,	
  
posses...
Twitter is up 28% from 6 months ago,
representing the first increase since Aug 2014.
Mar 2015
Facebook
Twitter
YouTube
Sna...
Is the 2nd screen distracting? Or enabling
intense, hyper-binges of content consumption?
Pew Internet & American Life Apri...
A passion for driving growth. A mix of skills.
A track record in marketing, product & strategy.
About Ring Digital llc
BUS...
~57 million viewers actively engage in Social TV. Twitter up 28% since Aug '15. Facebook still dominates. News is hot. 4th...
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~57 million viewers actively engage in Social TV. Twitter up 28% since Aug '15. Facebook still dominates. News is hot. 4th Edition of The SocialTV Index

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Ring Digital's 4th consumer survey on Social TV, tracking the combination of interactivity, TV and mobile social media. We have improved and expanded the design of our Social TV tracking survey. Our new core survey shows 20% of the internet actively engages in #SocialTV behavior, or roughly 57 million viewers. The new survey design also enabled us to hone in on recency and activity of that behavior. We now estimate that 8 million Social TV Engagers have voted, posted, shared or commented more than 7 times in the past month. We also post new SocialTV Index platform rankings. Predictably, Facebook is crushing the rest of the field. More surprising is the fact that YouTube and Instagram, and to a lesser extent, SnapChat, have crept up to Twitter's 2nd place position as the platform for social TV. Yahoo's Tumblr? Considering Marissa Mayer's strategic focus on MaVeNS (i.e. mobile, video, native and social platforms) Tumblr must be a big disappointment to shareholders. It's precisely within the past two years that Tumblr could've taken advantage of the early, dynamic nature of SocialTV.

We also include data from the original design of our tracking survey, which showed an impressive 28% rise in the selection of Twitter as a platform where SocialTV Engagers do their thing. That data is on slide 14.

"Live sportscast aren't DVR-proof - and that's great for Sports TVE & OTT." This survey also uncovers hidden insights into the habits and desires of sports TV viewers, including our estimate that there are 45 million 'Sports DVR Fans' in the US, and that 1/3 of all Sports TV Viewers only watch sports on TV 'Occasionally'. Both of these facts combine to present an amazing opportunity for Sports TV Networks and MVPDs (pay TV operators) like Comcast, Charter, Dish Networks, DIRECTV and others.

Some of this data can be found in this article on Sports TV Viewership patterns. "How to turn the Sports TV Bubble into a Better Bundle: https://www.linkedin.com/pulse/new-data-sports-tv-viewing-turning-bubble-better-bundle-brian-ring

IF YOU ENJOY THIS DECK - PLS SHARE IT WITH FRIENDS AND CO-WORKERS

HUGE THANK YOU TO THE SPONSOR OF THE 4th EDITION SOCIALTV INDEX: THUUZ SPORTS

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~57 million viewers actively engage in Social TV. Twitter up 28% since Aug '15. Facebook still dominates. News is hot. 4th Edition of The SocialTV Index

  1. 1. R The Social TV Index 4th Edition, NAB Show 2016
 Tracking changes in TV consumption 4th Edition, April 2016 Research on Social, News, and Sports TV Viewing Habits Sponsored by
  2. 2. ~57 million viewers actively engage in Social TV. Facebook remains dominant. Twitter rising? 3 EXECUTIVE SUMMARY Author’s Note & Methodology • Welcome to Ring Digital’s 4th survey on Social TV, tracking the combination of interactivity, TV and mobile social media. • For two decades, we’ve used marketing research to track how TV viewing habits are changing. These insights can guide us toward the development of better, more enjoyable TV experiences. • We’ve improved & expanded the design of our Social TV tracking survey. Data from the original design is in the Appendix. • We use Google Consumer Surveys, Survata, and Survey Monkey to conduct our research. Sample sizes are marked. • Please: Share & Like to support the effort! Key Social TV Survey Takeaways • Social TV usage remains strong. 20.0% of the internet (287M users) is Engaged. • Facebook’s dominance continues. 85.9% of Engagers reporting using it. • YouTube, Twitter, Instagram & SnapChat are used by 15-21% of Engagers. • Twitter’s usage by SocialTV Engagers is up 28% from 6 months ago. • Text/SMS is the #1 platform for chatting during live TV, not Apps. • Datapoint: ~45M Sports DVR users • Datapoint: 33% of Sports TV viewers watch ‘Occasionally’ Sports TV & DVR Usage Survey Social TV Engagers & Engaged refer to ‘Yes’ respondents of the core survey question.
  3. 3. NEW #SOCIALTV INDEX A core survey re-design shows 20% of the internet actively engages in #SocialTV behavior. 4 15% No 65% Yes 20% Yes No *No, but I've thought about it Q: HAVE YOU RECENTLY USED SOCIAL MEDIA TO VOTE, POST, SHARE OR COMMENT ABOUT SOMETHING ON TV? n=1,329 The redesigned question focuses on ‘recent’ usage. People have poor memories, so the emphasis on recent usage will improve the quality of the data. However, it also heightens the seasonality of the results. To that end, the original SocialTV Index tracking question is still useful, and the results from that 4th survey can be found in the Appendix. *
  4. 4. ~15M Social TV Engagers are habitual in this behavior. ~8M engaged 7+ times last month. 5 Posers 29% Occasionals 44% Habituals 27% Q: HOW FREQUENTLY HAVE YOU DONE THIS IN THE PAST MONTH? n=210 Just once in the past month 17.2% 2 - 3 times in the past month 27.2% 4 - 6 times in the past month 12.7% 7 or more times in the past month 14.0% It was more than a month ago 9.5% I'm not sure 19.3% Raw data table NEW #SOCIALTV INDEX 27% of Engagers (20% of the internet population of 287M) equals approximately 15M internet users. @brianlring
  5. 5. Facebook is (still) crushingly dominant. Twitter & YouTube approximately tied. Tumblr? Q: WHICH SOCIAL NETWORK(S) DO YOU USE TO POST TV RELATED COMMENTS? 6 n=259 85.9% (+5.1 /-5.8) 21.6% (+5.4 / -4.6) 17.4% (+5.1 / -4.1) 15.1% (+4.9 / -3.8) 6.6% (+3.7 / -2.4) 21.2% (+5.4 / -4.5) New #SocialTV Index Platform Rankings @brianlring NEW #SOCIALTV INDEX
  6. 6. Social TV activity has spiked in News. Trump and election politics are having an impact. Q: FOR WHICH OF THE FOLLOWING 5 GENRES OF PRIME- TIME TV HAVE YOU POSTED? Multiple responses allowed. n=235 48.1% 33.6% 26.4% 20.9% 10.6% 29.4% News Drama Sports Reality Sitcom Talk show We expect continued seasonality of Social TV usage, which impacts our genre ratings. NEW #SOCIALTV INDEX 7
  7. 7. The #1 platform for chatting during a live TV show is text & SMS messaging. Surprised? 8Note: “None of the above” option removed from chart display. Q: HAVE YOU EVER CHATTED WITH OTHERS, WHETHER FRIENDS OR STRANGERS, ABOUT A LIVE TV PROGRAM WHILE YOU WERE BOTH WATCHING IT?n=230 35.7% 33.5% 14.8% 13.5% 7.4% 27.8% Facebook Messenger, SnapChat and other message- centric platforms have unique opportunities to invest in Social TV experiences. NEW #SOCIALTV INDEX
  8. 8. 9 16.7% of Engagers really enjoy interacting with others. 1/3 aren’t interested in this idea. 1 I don’t enjoy it. 2 3 4 5 6 7 I really love it. Q: HOW MUCH DO YOU ENJOY INTERACTING WITH OTHER VIEWERS ON SOCIAL PLATFORMS DURING LIVE TV EVENTS? n=134 8.7%8% 15.1% 22.7% 11.5% 13.9% 20.2% 16.7% NEW #SOCIALTV INDEX
  9. 9. Engagers are less interested in socializing with the host, cast or crew than we anticipated. Q: HOW MUCH DO YOU ENJOY INTERACTING WITH CAST, HOST & CREW MEMBERS ON SOCIAL PLATFORMS DURING LIVE TV EVENTS? n=129 8%5.4% 11.3% 19.2% 12.7%13.8% 29.7% 13.4% NEW #SOCIALTV INDEX 1 2 3 4 5 6 7 I don’t enjoy it. I really love it. 10
  10. 10. 11 Live sportscasts aren’t DVR-proof - evidence of demand for uber-premium sports TV packages. SPORTS TV VIEWING Q: DO YOU WATCH SPORTS ON THE DVR AND USE A SMALL TIME DELAY TO CONDENSE THE GAME AND SKIP ADS? No 58% Yes 42% Conducted Aug 2015 n=177 • 42% of DVR users represents an estimated 45 million sports fans. • Question asked of self-reported DVR users representing 105.8 million people. Conducted Mar 2016 n=225 Q: IN THE PAST MONTH, HAVE YOU USED YOUR DVR TO RECORD A LIVE SPORTING EVENT SO THAT YOU COULD WATCH IT ON YOUR OWN SCHEDULE? • Question asked of Engagers. 55% 24% 21% Yes, I record sports on my DVR *often* Yes, I record sports on my DVR *sometimes* No
  11. 11. 12 Sports TV hours produced have grown much faster than sports TV hours watched. 12 “No question there is a media rights bubble.” - Senior pay TV sports net exec, speaking at the Stanford GSB Sports Innovation Conference. 
 (Check my Twitter for more.) SPORTS TV VIEWING Mar 3, 2015, WashingtonPost .com “Once again, most people in L.A. won’t be able to watch the Dodgers on TV.” Apr 28, 2015,
 NYTimes.com “ESPN Sues Verizon Over Customized FiOS Cable Packages.” Sep 12, 2015,
 Fansided.com “Talks between Pac-12, ATT and DirecTV have hit an impasse” Nov 18, 2015,
 WSJ.com “Comcast Drops YES Network, Home of Yankees, Nets” The Sports Networks vs. The MVPDs
  12. 12. 13 Personalization, time-shifting & recommenders have proven potential to boost viewership. 31% 10% 23% 19% 17% Sponsored by Q: DO YOU WATCH SPORTS ON TV? n=247 Yes, all the time Yes, occasionally Rarely No Yes, regularly SPORTS TV VIEWING 23% of respondents (or 33%* of all sports TV watchers) are ‘Occasional’ viewers. Netflix, Hulu, Pandora & Rotten Tomatoes have proven that specialized metadata, personalization & recommender algos can boost viewership. *Notes: Google Consumer Insights for SportsVideo.org. 23% of Occasionals = 33% of ‘Sports watchers’ after removing non-watchers, i.e. the 31% of ‘No’ responses.
  13. 13. 1  -­‐  We  start  with  a  complete  game 2  -­‐  We  analyze  every  play,  string,   possession  and  sequence 3  -­‐  We  assemble  the  most  exciting   highlights  using  our  algorithmically   generated  Excitement  Ratings   Automated, Personalized Highlights Cross-­‐game,  cross-­‐sport  highlights Dynamic,  real-­‐time  condensed  games Excitement  Ratings  Metadata  *  Automated  Highlights  *  Tune-­‐in   Notifications  *  White-­‐label  B2C  Sports  App  Development Thuuz  enables: Thuuz  customers: Thuuz  products: All  scoring  plays Catch-­‐up  to  watch  live 15  mins,  3  games Your  fantasy  players
  14. 14. Twitter is up 28% from 6 months ago, representing the first increase since Aug 2014. Mar 2015 Facebook Twitter YouTube SnapChat Instagram 8.6% 12.7% 11.0% 75.6% 80.0% 22.2% 14.5% 9.8% 8.7% 25.4% Aug 2014 6.3% 5.9% n/a 70.4% 34.0% +7.4% -25.3% +36.5% +68.6% +115.3% -31.5% Q: WHICH SOCIAL NETWORK(S) DO YOU USE TO POST TV RELATED COMMENTS? n=291 n=275n=253 +5.8% **Note: Within the margin of error for a 95% confidence interval. 15 % Aug 2015 Mar 2016% % 81.4% 28.4% 12.6% 9.8% 12.0% n=183 ** ** ** ** Q: HAVE YOU EVER USED SOCIAL MEDIA TO VOTE, POST, SHARE OR COMMENT ABOUT SOMETHING ON TV? 23.7% Yes 25.2% 29.0% Yes Yes 28.4% Yes Aug 2014 n=2519 Mar 2015 n=1698 Aug 2015 n=1064 Mar 2016 n=726 ** ** +28% APPENDIX DATA Original SocialTV Index tracking survey question.
  15. 15. Is the 2nd screen distracting? Or enabling intense, hyper-binges of content consumption? Pew Internet & American Life April 2012
 What Teachers Say About Kids & Digital 88% say “Compared with previous generations, today’s students have fundamentally different cognitive skills b/c of the digital technologies they have grown up with.” 87% say “Today’s digital technologies are creating an easily distracted generation with short attention spans” Pew Internet & American Life April 2012
 What Teachers Say About Kids & Digital On one hand - it’s self evident that mobile is splintering our attention. On the other, it enables a kind of hyper-productivity around content creation, consumption & enjoyment. A data point on our changing attention spans. 16 APPENDIX DATA
  16. 16. A passion for driving growth. A mix of skills. A track record in marketing, product & strategy. About Ring Digital llc BUSINESS CONSULTING SERVICES • Product Strategy • Content Marketing • Business Development • Go-to-market & Growth Execution BLUE-CHIP CLIENTS • Thuuz Sports • Brightcove • Belden / Grass Valley • Pac-12 Networks • Wowza Media Systems • Univision Video software product development ✓ OTT Solutions & In-stadium Fan Engagement ✓ Live clipping, graphics & streaming services ✓ HTML5 web apps that feel like native apps ✓ Media management, Transcoding, Editing, Cloud ✓ FFmpeg, VLC, WebRTC, Wowza, Red5, Nginx ✓ Node.js, RoR, PHP, MongoDB, Cakephp, Twitter bootstrap, HTML5 CSS3 CUSTOM DEVELOPMENT SERVICES INNOVATOR, FACILITATOR 17

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