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77 million Social TV viewers in the U.S. YouTube Rising: The SocialTV Index 3rd Edition, Fall 2015

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Social TV 2.0 - The Re-emergence of Interactive TV

SocialTV Index at 29% of US Internet Population, or roughly 77 million TV Viewers

Mixing social with TV is a potent formula generating more users, use cases & genres. Social TV is about the innovative combination of Social media & TV viewing. How will it all add up?

This report is the only tracking survey covering the mixture of social media & TV! Help us make it better by sharing it broadly. Interested in sponsorship? InMail me on LinkedIn ASAP!

* How is social media changing TV viewing behavior?
* How prevalent are these emerging consumption patterns?
* Which social networks are aggressively growing their TV-related usage?
* How do these behaviors and patterns vary across television content genres?

The big picture.

Viewer behavior is shifting dramatically with our screen interactions. TV experiments and research will help capture the upside & avoid the pitfalls of this nascent medium.

Please support more research by sharing this deck on LinkedIn & Twitter!

Social TV activity continues to rise. 29.0% of respondents reported engaging in our definition of Social TV. We believe it’ll soon be a mass market, all-genre phenomenon.

Social TV resonates with younger viewers. Up to 37.3% of 18 - 24 year olds engage.
Facebook’s dominance continues to increase. 80.0% of respondents used it.

YouTube is crushing it, socially. Up from 8.6% to 14.5%, YouTube has overtaken Instagram & Snapchat.

Twitter, Snapchat & Instagram have all declined. However, these declines are within the margin of error.

Drama-related Social TV picked up in March but cooled off again by August.

Also we present news from the past 6 months in the context of my five predictions for 2015. SocialTV Index and Social TV Index.

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77 million Social TV viewers in the U.S. YouTube Rising: The SocialTV Index 3rd Edition, Fall 2015

  1. 1. 29.0% of the internet population voted, posted, shared or commented about content on TV. #SOCIALTV INDEX 1 23.7% Yes 25.2%AUG 2014 MAR 2015 29.0% Q: HAVE YOU EVER USED SOCIAL MEDIA TO VOTE, POST, SHARE OR COMMENT ABOUT SOMETHING ON TV? n=2519 n=1698 n=1064 AUG 2015 “Screaming at the TV…” It’s human nature to feel a need to express oneself in reaction to something experienced - even a TV experience. Mobile social adoption makes it natural for viewers to engage with TV. And TV producers are getting great at harnessing that energy. 29% of the US Internet population suggests 77 million TV viewers may be engaged in Social TV activity, up from 63 million last year, an increase in 4.4%. Yes Yes
  2. 2. R The SocialTV Index The 3rd Edition
 Social TV: The Re-emergence of Interactive Television Volume 3, Fall 2015 Author: Brian Ring “TV should be interactive. There’s much of TV we want to interact with. But the way we do that today, is we have a device on our lap and we’re sitting there with the TV running, and we may be doing something socially, but these two things should be connected.” - Steve Jobs’ hand-picked successor, Tim Cook, October 2015
  3. 3. Background & Context Vol 3 #SocialTV Index Data Social TV is about the innovative combination of Social media & TV viewing. How will it all add up? Mobile social usage is widespread across all age groups. Increasingly, we’re mixing it with our traditional TV consumption habits. The big picture? Viewer behavior is shifting dramatically with our screen interactions. TV experiments and research will help capture the upside & avoid the pitfalls of this nascent medium. Please support more research by sharing this deck on LinkedIn & Twitter! Mixing social with TV is a potent formula generating more users, use cases & genres. • Social TV activity continues to rise. 29.0% of respondents reported engaging in our definition of Social TV. We believe it’ll soon be a mass market, all-genre phenomenon. • Social TV resonates with younger viewers. Up to 37.3% of 18 - 24 year olds engage. • Facebook’s dominance continues to increase. 80.0% of respondents used it. • YouTube is crushing it, socially. Up from 8.6% to 14.5%, YouTube has overtaken Instagram & Snapchat. • Twitter, Snapchat & Instagram have all declined. However, these declines are within the margin of error. • Drama-related Social TV picked up in March but cooled off again by August. EXEC SUMMARY 3
  4. 4. The #SocialTV Index is the only tracking survey covering the mixture of social media & TV. TABLE OF CONTENTS 4 1. #SocialTV Index - The Tracking Survey This section shares the results of our tracking survey using Google Consumer Survey data. If you have any questions about the validity of the data, please email me via LinkedIn and I will happily send you the link to the full dataset. I’m keen to improve this research! Let’s find more answers to questions like: 1. How is social media changing TV viewing behavior? 2. How prevalent are these emerging consumption patterns? 3. Which social networks are aggressively growing their TV-related usage? 4. How do these behaviors and patterns vary across television content genres? 2. Trends & Commentary This section is a strategy brainstorm. I make predictions, grade myself, explore random-sounding topics, and attempt to otherwise document the key trends. In this volume of the report, I cover: • Important news in the past 6 months, presented in the context of my five predictions for 2015. • Three new key trends to watch. • Bonus ‘Fun Survey’ Questions • What do consumers think of the phrase ‘Social TV’? • Are live sports really DVR-proof? If not, social TV should help. • Two important Social TV facts.
  5. 5. 29.0% of the internet population voted, posted, shared or commented about content on TV. #SOCIALTV INDEX 5 23.7% Yes 25.2%AUG 2014 MAR 2015 29.0% Q: HAVE YOU EVER USED SOCIAL MEDIA TO VOTE, POST, SHARE OR COMMENT ABOUT SOMETHING ON TV? n=2519 n=1698 n=1064 AUG 2015 “Screaming at the TV…” It’s human nature to feel a need to express oneself in reaction to something experienced - even a TV experience. Mobile social adoption makes it natural for viewers to engage with TV. And TV producers are getting great at harnessing that energy. 29% of the US Internet population suggests 77 million TV viewers may be engaged in Social TV activity, up from 63 million last year, an increase in 4.4%. Yes Yes
  6. 6. Responses vary across age, as expected. Among 18 - 24 year olds, 37.3% engaged. ‘Yes’ responses, broken down by age 37.3%of adults aged 18-24 have
 engaged in Social TV behavior #SOCIALTV INDEX As expected, a greater number of young people are involved in this new behavior pattern than other demographic segments. But even amongst viewers aged 55 - 64, 20% surveyed said they engaged in social TV behavior. Q: HAVE YOU EVER USED SOCIAL MEDIA TO VOTE, POST, SHARE OR COMMENT ABOUT SOMETHING ON TV? n=1064 6
  7. 7. YouTube is climbing. Instagram, Snapchat & Twitter - declines, but within margin of error. Mar 2015 Facebook Twitter YouTube SnapChat Instagram 8.6% 12.7% 11.0% 75.6% #SOCIALTV INDEX Aug 2015 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% -12.6%**-25.3% +36.5% +68.6% +115.3% -31.5% -10.9%** Q: WHICH SOCIAL NETWORK(S) DO YOU USE TO POST TV RELATED COMMENTS? March 2015 n=291 August 2015 n=275August 2014 n=253 +5.8% % **Note: These declines are within the margin of error calculated by Google Consumer Survey platform based on a 95% confidence interval. % 7
  8. 8. SocialTV activity level varies by genre. There is a level of seasonality, as expected. Mar 2015Aug 2014 #1 #2 #3 #4 #5 43.9% 40.6% 33.6% 29.9% 27.5% 41.9% 37.5% 30.6% 28.9% 40.5% Q: FOR WHICH OF THE FOLLOWING 5 GENRES OF PRIME-TIME TV HAVE YOU POSTED? Multiple responses allowed. The ranking shows the relative Social TV strength of each genre. #SOCIALTV INDEX Aug 2015 43.4% 36.9% 29.0% 27.6% 20.8% March 2015 n=291 August 2015 n=279August 2014 n=244 Sports News Drama Reality Sitcom GenreRanking Sports News Drama Reality Sitcom News Drama Sports Sitcom Reality #1 #2 #3 #4 #5 #1 #2 #3 #4 #5 8
  9. 9. SOCIAL TV TRENDS In April, we made 5 predictions. How’d we do? In April 2015 we published Five Predictions for the Social TV market. That list is at right. Think of it as a one year Roadmap for social TV & online video technology. The next six slides will re-cap social TV news 
 in the context of these predictions. 1. The SocialTV Biz Gets a Fix. A Facebook-based social TV measurement will emerge - filling a gap in Nielsen’s current Twitter- only SocialTV metric and creating new & useful datasets for TV. 2. The Rise of Premium Short Form. TV networks begin to invest in sophisticated, semi-automated near-live & pre-live video clipping content infrastructure to support social mobile video habits. 3. Fan Engagement goes SocialTV. Live sports, music & TV event producers will tap in-venue attendees - at stadiums, theaters & arenas - as a focal point for nurturing buzz & driving tune-in. 4. Selfie Streams Everywhere. Meerkat broke new ground in social content - but live cams aren’t new. Expect Now-casting features to be ubiquitous in TV, sports, music & entertainment apps. 5. Social data including Pics, Graphics & Text will continue to facilitate collaboration between linear TV & digital video teams - and will enable a blending of content outputs across platforms. 9 Grading our April 2015 Predictions
  10. 10. 10 Measurement: Twitter TV, meet Facebook TRP. 1. The SocialTV Biz Gets a Fix. A Facebook-based social TV measurement will emerge - filling a gap in Nielsen’s current Twitter- only SocialTV metric and creating new & useful datasets for TV. “Facebook Launches New Bid to Steal TV Advertising Dollars” Variety September 28, 2015 by Todd Spangler • Facebook strikes a deal with Nielsen to launch the Total Ratings Point metric. • Earlier in the year, Facebook also teamed with Millward Brown Digital to analyze brand lift for Facebook and Instagram for mobile devices. Progress - but not enough. Twitter TV is fantastic because it’s a ‘pure-play’ social TV metric. However, we need a cross-platform version of it. Facebook TRP is terrific. But it’s not quite the Fix. “Media Industry Welcomes ComScore- Rentrak Deal” WSJ Oct 2, 2015 by Steven Perlberg & Suzanne Vranica • Comscore acquires Rentrak for $700M, vowing to create a reliable cross-platform measurement currency for the global media & TV business. NEWS & TRENDS Grading our April 2015 Predictions
  11. 11. 11 Near-live clips grow despite legal constraints. “Twitter huddles with NFL to tackle audience challenge” Associated Press August 10, 2015 • In August, the NFL & Twitter re-upped their agreement, calling for three times more in- progress highlights “Twitter Automates 'Amplify', As It Pushes The Live- Video Ad Product Into News, Entertainment” Forbes May 28, 2015 • 70% of Amplify Ads are non-sports related • 164 Amplify partners in 18 countries, 92 outside the US 2. The Rise of Premium Short Form. TV networks begin to invest in sophisticated, semi-automated near-live & pre-live video clipping content infrastructure to support social mobile video habits. “The phone is becoming the machine to see what is happening on televisions across the world.” Glenn Otis Brown while acting as Senior Director of Content Partnerships for Twitter Grading our April 2015 Predictions NEWS & TRENDS
  12. 12. 12 Firing up the crowd for social TV? Not yet. “Diamondbacks Announcers Tease Sorority Girls Who are Caught Taking Selfies at the Game” Bleacher Report October 1, 2015 • A clip of a D-backs broadcast where girls are taking selfies, the announcers are mocking them, and T- Mobile’s hashtag is aired, was posted on the Diamondbacks official Facebook page. It hit 2.9 million views & 24,444 shares in 48 hours. Related #Fail: T-Mobile Hashtags • #CSNBayAreaDataStrongFan — only 18 tweets the entire season for this impossibly awkward hashtag. 3. Fan Engagement goes SocialTV. Live sports, music & TV event producers will tap in-venue attendees - at stadiums, theaters & arenas - as a focal point for nurturing buzz & driving tune-in. Well, this isn’t exactly what I had in mind. But if a useful #ballpark hashtag was in use, perhaps the girls and the announcers could have had a direct conversation about how fun it is to take selfies. Grading our April 2015 Predictions NEWS & TRENDS
  13. 13. 13 Facebook’s APIs give viewers a louder voice. “Facebook Gives Viewers 3 New Ways to Engage With Their Favorite TV Shows” Techcrunch Oct 6, 2015 4. Selfie Streams Everywhere. Meerkat broke new ground in social content - but live cams aren’t new. Expect Now-casting features to be ubiquitous in TV, sports, music & entertainment apps. • Over 40,000 video questions were submitted via a Fox News Facebook page for the Aug 2015 Republican debate. (Facebook partner Telescope powered this app for Fox News.) • Fans submitted video questions and Fox News selected four questions that were aired live during the broadcast. • The UGC content submitted generated 6 million views. In addition, a montage of Facebook photos was displayed live on air during the debate. While there has been some experimentation with Periscope & Meerkat, the most notable usage of video in a social TV context so far is encouraging viewer video uploads, not live streaming. Grading our April 2015 Predictions NEWS & TRENDS
  14. 14. 14 Data visualization + sports tech = social assets. BAM Tech rolls out Stat Cast in 2015 • Uses machine vision to calculate amazing stats • Enhances enjoyment of replays during a broadcast • Creates the ideal shareable social asset along with a digital landing page for stats tracked • Powered by AWS - and also sponsored by AWS, in a B2C branding first for them. • See an example here: https://youtu.be/B_iJw_5x7dc 5. Social data including Pics, Graphics & Text will continue to facilitate collaboration between linear TV & digital video teams - and will enable a blending of content outputs across platforms. The role of machine vision, data science & visualization will grow, generating awesome mobile, tablet & TV screen content. It’ll also collide with IoT and the trend toward ‘cameras everywhere’. Grading our April 2015 Predictions NEWS & TRENDS
  15. 15. 15 Online video ads? Two platforms. $12.3B by ’17. 1. Online video ad dollars are growing fast - on two of the biggest social TV platforms. TV- related videos on social platforms will generate significant revenue in online video ads. Media brands will offer free, freemium & uber-premium options for viewers – carefully balancing the mix. 2. Is it big data? Or just Facebook data? The business goals for TV data platforms require meaningful cross-device data. If they’ve got a single supplier for meaningful data, it leaves TV companies exposed. Social TV will spur growing strategic management of viewer data. 3. Interactive TV 2.0 has arrived. With Facebook, YouTube & Twitter engaging major media brands in fan-powered content, participation & real-time engagement is set to take off. This will drive an increase in value of live TV viewing - and may also help to stem the decline of live TV. “Facebook’s Bite into TV: Social Giant to Hit $3.8 Billion in Video Ad Sales by 2017” Variety March 17, 2015 Todd Spanglar • Nomura Securities analysis • Facebook is estimated to generate $1.27B in online video ads in 2015. It’s projected to grow by 300% to $3.8B in 2017. • YouTube hit $4.1B in 2014 and is projected to hit $8.5B in 2017. • Facebook’s data targeting capabilities increases their CPM to $22 - 28 in comparison with YouTube’s CPM of $15 - 20. Three New Social TV Trends to Track Grading our April 2015 Predictions NEWS & TRENDS
  16. 16. BRAINSTORM #SocialTV is a meaningful hashtag for insiders. Unsurprisingly, it’s not known by consumers. Q: DO YOU KNOW WHAT ‘SOCIAL TV’ VIEWING IS? n=126 Hashtags help organize digital social conversations. #SocialTV is a hashtag asset that has been embraced by the B2B TV tech community. It’s descriptive enough for viewers, but as expected, viewers have no idea what it means. Nurturing buzzwords & behaviors with branding can help the industry develop sustainable business models for the future. #SocialTV 68.4% said ‘No’ 1. DIGITAL PUBLIC SQUARE a. Online debate b. Citizen journalism c. Breaking news 2. WATER COOLER CONVERSATIONS a. Fun chit chat & inside jokes w friends b. Story lines & spoiler alerts c. ‘Armchair’ network programming exec 3. PARTICIPATION TV & FAN ENGAGEMENT a. Real-time voting & polling b. Live mobile streaming & UGC uploading c. Viewer gamification & quizzes 4. CONTENT PROMOTION & VIEWER DISCOVERY a. Social promos including clips, pics & gifs b. In-progress video highlights c. Twitter as the next-gen newswire 5. BONUS & PREMIUM CONTENT EXPANSION a. Access - unique interactive experiences b. Exclusives & extras - fan club content #SocialTV FIVE B2C USE CASES 16
  17. 17. What do consumers think of when they read the words, ‘Social TV’? Chatting with friends. Q: WHICH EXAMPLE(S) BELOW BEST REPRESENTS ‘SOCIAL TV’ TO YOU? n = 50 Chatting w/ friends about / during live TV Playing along with a live TV show Voting during a live TV show Posting to show-related social media sites Sharing a video clip from TV Something on TV caused me to surf the web We have little visibility into TV-related behaviors in native SMS & messaging apps. Creative deployments of social TV with a live chat component will increase over the next 12 months. Live streaming apps like Kanvas* will pave the way for increased interactive TV output. * Kanvas is live streaming with gifs, drawings, themes. Check it out on iOS! BRAINSTORM 17
  18. 18. Despite conventional wisdom, live sportscasts aren’t ‘DVR-proof’ - and that’s upside for OTT. 42.4% of self-reported DVR users claimed to ‘watch sports on the DVR and use a small time delay to condense the game and skip ads’. (50% for West Coasters.) This represents a guesstimate of 45M sports fans of a possible 106M DVR users. Q: DO YOU WATCH SPORTS ON THE DVR AND USE A SMALL TIME DELAY TO CONDENSE THE GAME AND SKIP ADS? n = 177 42.4% said ‘Yes’ “I’ve spoken with plenty of sports fans who not only watch sports off a DVR, but are passionate about it. They’re in a minority, and it’s not something that always works if you’re watching with others. But it’s just as clear that, for some subset of the population, it’s an ideal, habit-forming media experience. Somewhere between app notifications, highlights, and the live OTT stream of a game is a responsive, super-DVR experience waiting to be rolled out.” - Excerpted from a popular SportsVideo.org post Read more at: http://videoinnovation.tv/2015/10/24/live-sports-not-dvr-proof/ 18 SPORTS & SOCIALTV
  19. 19. We estimate there are 23 million DVR sports viewers. ~9M always watch sports off a DVR. 52.0% said, “Once or twice a week” or “It’s the only way I watch” - representing a possible 23 million viewers. Q: HOW OFTEN DO YOU USE YOUR DVR TO WATCH & CONTROL LIVE SPORTS IN THIS FASHION? n = 75 Very infrequently Maybe once or twice a month Probably once or twice a week It’s the only way I watch 34.7% 32.0% 20.0% 13.3% 19 SPORTS & SOCIALTV
  20. 20. ESSENTIAL DATA Social platforms reinforce Live viewing, drive bigger audiences, and make TV better. Nielsen’s earliest social media & TV related research - as represented by their exclusive Twitter TV rating - has showed from the beginning that social TV significantly pushes up (1) Live TV viewing and (2) the viewer’s Enjoyment of TV. That’s impressive. A disciplined, multi-party research effort led by the Council for Research Excellence showed in June 2015 that social media investments drive positive ROI in terms of higher ratings, and that they do so at parity with investments in on-air promos. 20
  21. 21. A unique mix of skills. A passion for driving growth. Marketing, product & strategy services. RING DIGITAL LLC Contact me
 LinkedIn.com/in/brianlring Follow me
 @brianlring 21 SERVICES • Product strategy & marketing • Project & program management • Strategic business development • Video software development 2015 CLIENTS • Brightcove • Grass Valley • Pac-12 Networks • Wowza Media Systems • Nanostream

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