Cross Platform future in focus at us 2016

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© comScore, Inc. Proprietary. 2
About this report
The 2016 U.S. Cross-Platform Future in Focus leverages several data sources unique to comScore:
 The report is based primarily on behavioral measurement from comScore Media Metrix® Multi-Platform, which provides deduplicated reporting of digital audiences
across desktop computers, smartphones and tablets, and comScore Mobile Metrix®, which provides deduplicated reporting of mobile web and app audiences across
both smartphones and tablets. The report also includes survey-based mobile data from comScore MobiLens®, as well as TV/Cross-Platform behavioral data from the
comScore Xmedia™, comScore OnDemand Everywhere® and comScore TV Everywhere™ product lines.
Important Definitions:
o Electronic Sell-Through (EST): The consumer pays a fee to purchase or perpetually licenses a digital reproduction (i.e., movie or TV show). This licensed reproduction could be in the form of a file
downloaded to the consumer’s internet-connected device or local hard drive, or via access to the content in a virtual storage locker or cloud-based service for streaming on demand to the end-user.
The major digital retailers here are Amazon, Google Play, iTunes, PlayStation, Xbox, Vudu and others.
o Free on Demand (FOD): Operator-based free on demand content, usually offered via broadcast and cable networks for free or with advertising.
o Internet Video on Demand (iVOD): The temporary license (i.e., a rental) of a program for a limited and pre-determined viewing period (such as 24 or 48 hours) for on-demand viewing by an end-
user. The program may be downloaded and stored locally on the end-user’s device, or accessed online via streaming from digital retailers like Amazon Instant Video, Google Play, iTunes, PlayStation
Store, Xbox Video and Vudu.
o Over-the-Top Subscription Video on Demand (OTT SVOD): Refers to the delivery of audiovisual content streamed over the internet without the involvement of an internet service provider (ISP) in
the control or distribution of the content. The ISP is neither responsible for, nor is able to control, the viewing abilities, copyrights, and/or other redistribution of the content, which arrives from a third
party and is delivered to an end-user’s device from online subscription services like Amazon Prime, Hulu Plus and Netflix.
o Mobile: The combination of smartphone and tablet. When data is referring specifically smartphones or tablets, it will be labeled accordingly.
o Subscription Video on Demand (SVOD): For a fixed, recurring fee, subscribers may have unlimited streaming to a licensed catalog of content for the duration of their active subscription
term. Subscription terms may be as short as one month (e.g., Hulu Plus, Netflix) or as long as one year (e.g., Amazon Prime). In addition to SVOD via over-the top (OTT), SVOD can also be delivered
via Cable Video on Demand (cVOD), which is on demand content streamed or downloaded via a cable, telecommunications or satellite provider (e.g., HBO, Showtime, Starz).
o Transactional on Demand (TOD): A temporary license (rental) of a movie or special event from an operator for a fee for a limited and pre-determined viewing period (such as 24 or 48 hours) for on-
demand viewing.
o Unique visitor: A person who visits an app or digital media property at least once over the course of a month.
For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.

Table of Contents
Multi-Platform 4
Digital Media 8
Mobile 21
Social Media 28
TV & Cross Platform 37
Advertising 48
E-Commerce 55
Box Office 64
Ten Trends of 2016 67

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4
Multi-Platform

Digital media usage time is exploding right now, and it’s being
driven entirely by mobile – particularly on smartphone.
Total digital media
usage has nearly
tripled since 2010,
and since 2013 it’s
up 35%, with
smartphone having
grown 78% and
contributing to 92%
of the total increase
in time spent. Tablet
is also seeing very
strong growth over
that 2-year period at
30%, while desktop
is down slightly.
Growth in Digital Media Time Spent in Minutes (MM)
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2015 vs. Dec 2014 vs. Dec 2013
505,591 551,184 500,173
441,693
646,324 787,541
123,661
197,446
160,767
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Dec-2013 Dec-2014 Dec-2015
Desktop Smartphone Tablet
+30%
vs. 2013
+78%
vs. 2013
-1%
vs. 2013

Mobile now represents almost 2 out of 3 digital media minutes, and
smartphone apps alone are approaching half of all digital time spent.
Although desktop is
relatively flat in total
engagement, it is
losing share to
mobile – which now
accounts for 65% of
digital media time
spent. Mobile apps
now drive the
majority of digital
time spent at 56%,
and smartphone
apps alone look to
account for a
majority of digital
media consumption
in 2016.
Share of Digital Media Time Spent by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
30%
35%
40%
45%
50%
55%
60%
65%
70%
Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015
Share of Digital Time Spent on MOBILE APP
Share of Digital Time Spent on MOBILE
35%
56%
65%
Share of Digital Time Spent on DESKTOP
+12pts
+12pts
-12pts
44%
53%
47%
Share of Digital Time Spent on SMARTPHONE APP+12pts
35%
47%

Multi-platform internet usage is the norm across age segments
today, while mobile-only usage is also becoming more prominent.
Virtually all 18-34
year-old Millennials
(97%) are mobile
users, while 20%
don’t use desktop at
all. The Age 35-54
demographic has
the highest
percentage of multi-
platform users
(82%), while the
oldest segment still
has a sizeable, but
shrinking, portion of
its audience that
only uses desktop.
Share of Demographic Audiences by Platform Usage
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Dec 2015 / Dec 2014 / Dec 2013
22%
12% 11% 15%
5% 3%
18%
10% 8%
40%
26% 26%
68%
76% 76% 67%
74% 77%
77%
84%
82%
57%
68% 67%
9% 12% 13% 18% 21% 20%
5% 6% 10%
3% 6% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Only
Multi-Platform
Desktop Only
Age 55+Age 35-54Age 18-34Age 18+

Digital Media

Google Chrome is widening its market share lead for desktop
browser activity, accounting for 45% of all page visits.
Google Chrome
gained 4
percentage points of
the desktop browser
market in the 2nd
half of last year, as
it looks to host the
majority of desktop
activity in 2016.
Safari also saw
slight gains, while
Microsoft and
Firefox browsers
experienced
declines.
Share of Desktop Browser Activity
Source: comScore Custom Analytics, U.S., Total Audience
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Jun-2015 Dec-2015
ShareofDesktopPageVisits
Internet Explorer/Microsoft Edge
Google Chrome
2%
28%
45%
Other
+4pts
-3pts
+0pts
31%
41%
2%
Firefox-3pts17%
14%
10% 11%
Safari+1pts

Google remains the
strong leader in the
U.S. search market
with nearly 2/3rds of
all search queries
conducted.
However, 2nd and
3rd players Bing and
Yahoo both
increased their
market shares
about one
percentage point
from the previous
year.
Share of Desktop Searches for Explicit Core Search Market
Source: comScore qSearch, U.S., Q4 2015
Google also retains the lead in the U.S. desktop search market. Bing
and Yahoo both increased their respective market shares in 2015.
64%
21%
12%
2%1%
Google
Bing
Yahoo
Ask
AOL

Digital is delivering audiences at scale, as the number of properties
reaching at least 20 million monthly visitors is up 20% vs. year ago.
There are a growing
number of digital
media properties
reaching large
audiences in the
tens of millions, with
206 above 20
million. In addition
to 34 additional
properties reaching
20 MM UVs in 2015,
there were seven
new properties
achieving the 100
million milestone vs.
the same period in
2014.
Number of Digital Media Properties Reaching Unique Visitor Thresholds
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2015 / Dec 2014
119
142
39
4314
21
0
50
100
150
200
250
Dec-2014 Dec-2015
NumberofDigitalMediaProperties
20-50 MM 50-100 MM 100+ MM
+50%
+10%
+19%

Digital media audiences continue to climb, being driven by mobile
audiences, which have now far surpassed those of desktop.
Over the past two
years, digital media
audiences of the
Top 1000 properties
have surged to an
average 16.8 million
visitors per month.
This has been
driven by a more
than doubling of
mobile audiences
while desktop
audiences have
seen a gradual
slide.
Growth in Top 1000 Digital Media Property Audiences
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2013 – Dec 2015
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
Dec-2013 Mar-2014 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015
Average#ofUniqueVisitorsbyPlatform(MM)
TOTAL DIGITAL
MOBILE
DESKTOP
8.1
12.3
5.6
7.0
16.8
11.3

Within the Top 100 digital media properties, incremental audience
from mobile is now more than double that of desktop alone.
Mobile audiences
continue to
represent an
increasingly
important
contribution to total
digital audience.
Two years ago,
mobile helped boost
the audiences of the
Top 100 digital
media properties by
59% and more
recently that
number has
exploded to 120%.
Median Audience Sizes for the Top 100 Digital Media Properties
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2015 / Dec 2014 / Dec 2013
45,180
50,462
56,780
28,382 29,214
25,762
0
10,000
20,000
30,000
40,000
50,000
60,000
Dec-2013 Dec-2014 Dec-2015
UniqueVisitors(000)
Total Digital Desktop
+120%
vs. desktop alone
+59%
vs. desktop alone
+73%
vs. desktop alone

Google Sites remains the #1 web property, Facebook jumped one
spot to #2, and Yahoo is the only other property with 200MM visitors.
The average Top 10
digital media
property has 37% of
its audience visiting
only on mobile and
31% visiting on both
mobile and desktop.
6 of the Top 10 have
larger mobile-only
audiences than
desktop-only
audiences. Clearly,
mobile is no longer
a secondary digital
touchpoint for many
publishers.
Top Digital Properties: Unique Visitors (MM) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2015
0 50 100 150 200 250 300
Google Sites
Facebook
Yahoo Sites
Amazon Sites
Microsoft Sites
AOL, Inc.
Comcast NBCUniversal
CBS Interactive
Mode Media
Apple Inc.
Desktop Only Multi-Platform Mobile Only
219 MM
205 MM
199 MM
192 MM
181 MM
155 MM
151 MM
144 MM
142 MM
248 MM

Google Sites ranked as the #1 digital media property every month of
2015 as it looks to be the first to surpass 250 million visitors.
Google retained a
strong lead on its #1
position among all
digital media
properties, reaching
an average of 95%
of U.S. internet
users each month.
Its lofty position
atop the ranking is
thanks to several
high-ranking digital
media assets on
both the desktop
web and mobile.
Google Sites Unique Audience (MM) by Month
2 of Top 5
Desktop Domains
#1 Google.com
#2 Facebook.com
#3 Yahoo.com
#4 YouTube.com
#5 Amazon.com
5 of Top 10
Mobile Apps
#1 Facebook
#2 Facebook Messenger
#3 YouTube
#4 Google Maps
#5 Google Search
#6 Google Play
#7 Pandora Radio
#8 Gmail
#9 Amazon Mobile
#10 Instagram
238
241 241
242
243
242
242
243
245 245
246
247
248
232
234
236
238
240
242
244
246
248
250
Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015
UniqueVisitors(MM)

This past year saw leading social platforms, traditional publishers
and a multinational retailer surpass 100 MM visitors for the first time.
Linkedin reached
the 100 MM visitor
milestone in the first
month of 2015,
followed in March
by another social
network Twitter and
Time Inc.’s group of
publisher sites.
Time Inc., which
was founded before
the digital age, was
joined by fellow print
publisher Hearst
and traditional brick-
and-mortar retailer
Walmart.
Digital Media Properties Reaching 100 Million Unique Visitor Milestone in 2015
60,000
70,000
80,000
90,000
100,000
110,000
120,000
130,000
UniqueVisitors(000)
Twitter Time Inc. Network (U.S) Wal-Mart Linkedin Hearst

A number of traditional print publishers leveraged mobile to capture
new, often younger audiences on digital.
Several major
traditional print
publishers
experienced greater
than 20% visitor
gains in 2015, led
by the Washington
Post with 78% year-
over-year audience
growth and Dow
Jones & Company
(home of The Wall
Street Journal) with
58% growth.
* Based on selection of ‘traditional print publishers’ with 20 percent year-over-year unique visitor growth.
0
20
40
60
80
100
120
UniqueVisitors(MM)
Dec-2014 Dec-2015
Y/Y Digital Audience Growth of Selected Traditional Print Publishers*
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2015 / Dec 2014
+78%
+58%
+46%
+40%
+37%
+29%
+29%
+27%
+26%
+22%
+21%

At the content category level, most now get a majority of their traffic
from mobile and are continuing to shift toward that platform.
Nearly every
category has
become more
mobile over the past
year, but Personals
and Retail are
among those seeing
the most dramatic
shifts in time spent.
The number of
categories getting
the majority of its
engagement from
desktop is rapidly
dwindling.
Share of Content Category Time Spent by Platform
69%
58%
51%
46%
44%
39%
38%
36%
23%
21%
12%
8%
6%
31%
42%
49%
54%
56%
61%
62%
64%
77%
79%
88%
92%
94%
Portals
Business/Finance
Entertainment - News
Health - Information
News/Information
Sports
Retail
Lifestyles
Personals
Social Networking
Online Gaming
Photos
Maps
Desktop Mobile
+ 4 pts
Mobile Point
Change vs. 2014
+ 10 pts
+ 12 pts
+ 2 pts
+ 6 pts
+ 11 pts
+ 13 pts
+ 5 pts
+ 15 pts
+ 5 pts
+ 1 pts
- 1 pts
+ 4 pts

Some of the biggest recent shifts in categories’ mobile penetration
has come from transactional and informational categories.
While social media,
communications and
entertainment
categories have always
done well on mobile,
many consumers are
now branching out to
perform other
functions. Consumers
increasingly use mobile
to access information
on health, careers, and
travel, and they
increasingly conduct
banking transactions
and buy airline and
event tickets.
Mobile Category Penetration for Key Content Categories
Source: comScore Mobile Metrix, U.S., Age 18+, Dec 2013 – Dec 2015
0%
10%
20%
30%
40%
50%
60%
70%
%AudienceReach
Health Info
Online Banking
Travel Info
Online Travel Agents
Event Tickets
Career Resources
36%
62%
49%
32%
25%
22%
23%
52%
34%
20%
18%
14%

A number of high-profile brands saw app audiences jump several
multiples in the past year.
Two leading retail
home improvement
brands ranked
among the fastest
rising mobile apps
in 2015, as Lowe’s
and The Home
Depot ramped up
their mobile
presences. Airbnb
also saw major
growth as the
company continues
to shake up the
lodging and travel
industry.
Y/Y Unique Visitor Growth of Selected Fast Rising Mobile Apps*
Source: comScore Mobile Metrix, U.S., Age 18+, Dec 2015 / Dec 2014
931%
920%
823%
717%
717%
607%
551%
541%
514%
421%
GIF Keyboard
Lowe's
SiriusXM
Nextdoor
Airbnb
OfferUp
OneDrive
The Home Depot
The Washington Post
Imgur
* Based on selection of apps with at least 1 million unique visitors and growing 400 percent year-over-year.

Mobile

U.S. smartphone penetration is now approaching 80% and finally
showing signs of slowing growth as the market nears saturation.
Since the end of
2005, smartphone
penetration of the
mobile phone
market has grown
from next to nothing
to 79%. In the past
3 years, a quarter of
the mobile phone
market made the
switch from feature
phone to
smartphone, a trend
that continues but is
slowing.
Smartphone Penetration of Mobile Phone Market
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 - 3 Mo. Avg. Ending Dec 2015
2% 3% 6%
11%
17%
27%
42%
54%
65%
75%
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Dec 2005 Dec 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013 Dec 2014 Dec 2015

Smartphone penetration increased among every age demographic,
with Millennials now well over the 90% mark.
Millennials saw the
most significant
gains in smartphone
penetration in 2015,
with both 18-24 and
25-34 year-olds
solidly above 90%.
Despite the Age 55+
segment having the
most room for
growth, its 1-point
annual gain may
indicate a slow
climb to attaining
those higher levels
of penetration.
Smartphone Penetration by Demo
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2015 / Dec 2014
76%
90% 89%
81%
57%
79%
94% 93%
84%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total: Age 18+ Age 18-24 Age 25-34 Age 35-54 Age 55+
Dec-2014 Dec-2015

The U.S. market share for smartphone operating systems has
stabilized in recent years with Android #1 and iOS a strong #2.
Smartphone OS
market share has
shifted immensely
from its early years,
but has remained
relatively stable
since 2013. It now
appears that the
most popular device
for accessing the
internet will be
dominated by two
major players’
software platforms
for the foreseeable
future.
Smartphone Platform Market Share: 10-Year Trend
1% 5%
29%
47%
53% 51% 53% 53%
9%
17%
25%
25%
30%
36% 42% 42% 43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HP/Palm
Symbian
BlackBerry
Microsoft
iOS
Android

But Apple remains the largest smartphone OEM at 43%, with the
remaining share split about evenly between Samsung and all others.
In the past two
years, the U.S.
market share for
smartphone original
equipment
manufacturers
(OEMs) has seen
minor growth from
Apple and Samsung
at the expense of
most others. Like
the smartphone
software market, the
OEM market is
maturing in the U.S.
Smartphone OEM Market Share: 2-Year Trend
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
29%
43%
28%
32%
42%
26%
Apple
All Others
Samsung

iPhone owners have been rapidly upgrading to the latest “6” models,
which now constitute a majority of iPhone’s U.S. installed base.
Apple’s iPhone 3, 4,
and 5 models
collectively lost 23
million users in
2015, but more than
made that up by
gaining nearly 31
million new iPhone
6 and 6 Plus users.
The iPhone 6/6S
models look to
surpass the iPhone
5/5S/5C models in
early 2016 for total
number of owners in
the U.S.
Trend of Apple iPhone Users (MM) by Device Family
24.2 21.7 20.3 19.2 16.1 15.2 15.4 14.6 13.3 12.1 11.3 10.5 9.7
39.3
39.0 38.7 39.0
39.0
37.0 38.7 38.5 38.3
37.0 34.9
32.6 30.8
7.9 10.3 12.7 14.9 18.3 20.8 20.6 22.1 23.1
24.0 26.1
28.5 30.5
3.7 4.7 5.6 6.4 6.8 7.0 7.1 7.5 8.0 9.1 9.8 10.7 11.6
0
10
20
30
40
50
60
70
80
90
Dec-2014 Jan-2015 Feb-2015 Mar-2015 Apr-2015* May-2015* Jun-2015 Jul-2015 Aug-2015 Sep-2015 Oct-2015 Nov-2015 Dec-2015
AppleiPhoneUsers(MM)
Apple iPhone 3G/4/4S Apple iPhone 5/5S/5C Apple iPhone 6/6S Apple iPhone 6/6S Plus
* The months of April and May 2015 were calculated using their single month of data vs. the 3-month
average, due to an improved sample weighting methodology introduced in April.

Large screen smartphones have been quickly gaining in popularity
and overtook small screen smartphone ownership in April 2015.
More consumers
are adopting
smartphones with a
4.5” display or
greater, while tablet
ownership has
plateaued in the
past year. This
correlation could be
due to tablets and
larger screen
smartphones
sharing many of the
same use cases.
Device Ownership by Smartphone Screen Size and Tablet
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Sep 2014 - 3 Mo. Avg. Ending Dec 2015
0
20
40
60
80
100
120
140
DeviceOwners(MM)
Tablet
Smartphone <4.5”
Smartphone 4.5”+
* The months of April and May 2015 were calculated using their single month of data vs. the 3-month
average, due to an improved sample weighting methodology introduced in April.

Social Media

Social Networking
leads all categories
in engagement,
accounting for 1 out
of 5 minutes spent
online. The strength
of this category,
along with Email
and IM, highlights
that one of digital’s
primary functions is
for communication –
now more so than
ever with the rise of
mobile.
Share of Total Digital Time Spent by Content Category
Source: comScore Media Metrix Multi-Platform, U.S., Total Audience, December 2015
Social networking accounts for one in every five minutes spent on
the internet.
Social Networking
19%
Multimedia
12%
Radio
8%
Portals
6%Online
Gaming
5%
Retail
5%
Instant Messengers
4%
E-mail
4%
News/Information
4%
Other
34%

The smartphone app has taken over as by far the most popular
access point for social media usage, with desktop on the decline.
The vast majority of
social media
consumption occurs
on mobile apps,
driven largely by
smartphones. The
smartphone app is
the dominant social
platform in the U.S.,
now accounting for
61% of all social
media time spent,
up 8 percentage
points from last
year.
Share of Time Spent on Social Media Across Different Platforms
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, US, Dec 2015 / Dec 2014 / Dec 2013
33%
26%
21%
53%
53%
61%
3%
4%
6%
10%
13%
9%
3%
3%
Dec-2013
Dec-2014
Dec-2015
Desktop Smartphone App Smartphone Web Tablet App Tablet Web

Millennials use several social networks regularly, but Facebook
continues to lead in both audience size and engagement.
After Facebook,
relative newcomer
Snapchat has the
highest engagement
per visitor among
Millennials, just
ahead of Instagram.
The latter network
has the largest
audience
penetration after
Facebook, followed
by Twitter and
LinkedIn.
Age 18-34 Digital Audience Penetration vs. Engagement of Leading Social Networks
0
200
400
600
800
1,000
1,200
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AverageMonthlyMinutesperVisitor
% Reach Among Age 18-34

The 35+ population are also heavy Facebook users, but don’t spread
their attention quite as heavily across other networks as Millennials.
Age 35+ users have
lower audience
penetration and
lower engagement
than Millennials for
just about every
social network – the
one exception being
slightly higher
engagement on the
business-oriented
LinkedIn.
Age 35+ Digital Audience Penetration vs. Engagement of Leading Social Networks
0
200
400
600
800
1,000
1,200
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AverageMonthlyMinutesperVisitor
% Reach Among Age 35+

13.8%
9.9%
15.8%
16.2%
13.9%
1.9%
3.0%
3.1%
2.5%
1.3%
2.0%
2.1%
1.6%
0.3%
0.4%
Total Digital
Desktop
Mobile
Smartphone
Tablet
Facebook Messenger Instagram WhatsApp
17.2%
10.0%
21.2%
21.8%
18.0%
Facebook usage overall accounts for 1 in every 6 minutes spent
online, and more than 1 in 5 minutes spent on mobile.
Facebook is the #1
digital media
property by time
spent. While it
maintains an
impressive double-
digit market share of
desktop time spent,
it really shines on
mobile platforms,
where its four core
apps each
contribute a
meaningful share of
engagement.
Facebook Q4 2015 Share of Total Digital Media Time Spent by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Q4 2015

While Facebook’s users mirror the internet as a whole, Instagram,
Tumblr, Vine and especially Snapchat skew significantly younger.
Snapchat is the
youngest skewing
social network with
almost half of its
users between 18-
24 years old and
2/3rds of them
between the ages of
18-34. The most
popular networks
among Millennials
tend to be those
with visually-
focused content that
can be consumed
easiest on mobile.
Demographic Composition % of Major Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Dec 2015
16.5 15.5 18.2
22.9
16.8 16.5
46.8
26.9 28.1
20.3 22.4
22.2
25.6
23.6 23.9
29.2
21.7 22.1
18.8 20.8 20.0
19.4
20.5 20.9
11.7
16.8 17.1
18.1
18.3 16.7
15.5
16.6 17.4
7.7
15.5 14.4
15.7
14.1 14.5
11.1
15.2 13.7
3.5
11.1 9.5
10.6 8.9 8.4 5.5 7.4 7.5
1.0
8.0 8.7
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Age 65+
Age 55-64
Age 45-54
Age 35-44
Age 25-34
Age 18-24

A majority of college-age adults use Snapchat every month, and the
popular app is picking up traction among older Millennials, too.
More than three in
every five 18-24
year-olds now use
Snapchat on their
smartphones each
month. Older
Millennials are
gaining ground fast
at 31% penetration,
while those age 35+
are still below 10%
penetration. Is
popularity among
Millennials a
predictor of eventual
mainstream
adoption?
Snapchat Smartphone App Penetration by Age
Source: comScore Mobile Metrix, U.S., Age 18+, April 2013 – Dec 2015
0%
10%
20%
30%
40%
50%
60%
70%
Apr-2013 Dec-2013 Aug-2014 Apr-2015 Dec-2015
%Reach
Age 25-34
8%
31%
5%
24%
2%
Age 35+
Age 18-24
64%

0%
10%
20%
30%
40%
50%
60%
70%
%Reach
Age 25-34
Age 35-54
Total Age 18+
Age 18-24
Age 55+
Linkedin also experienced a recent surge in growth driven by
Millennials, as younger adults get more serious about their careers.
Linkedin has seen a
dramatic growth
trajectory in the past
two years, and while
the gains cut across
demographic
segments, the
biggest strides have
been made among
Millennials. 18-24
year-olds have seen
penetration surge
from 14% to 48%
while 25-34 year-olds
have overtaken 35-54
year-olds as the
highest penetration
demo group.
Linkedin.com Penetration by Age Demographic
57%
40%
29%
28%
25%
14%
53%
49%
48%
25%

TV & Cross-Platform

The total amount of time watching TV is down 2% year-over-year for
both Live TV and DVR (excluding Video On Demand).
While viewing is
down on Live TV
and DVR, this does
not mean that
consumers are
watching less
content overall.
There is now a
greater availability
of viewing options
appealing to a wider
array of tastes than
ever before, but
many of these
options are offered
via OTT, on demand
and digital video.
Total Hours of TV Viewing: Live & DVR Period
Source: comScore TV Essentials, U.S., Q1 2016 vs. Q1 2015, Live +15 Day DVR Playback Period
95.0 92.9
18.9 18.5
0.0
20.0
40.0
60.0
80.0
100.0
120.0
Q1 2015 Q1 2016
TotalHoursofTVViewing(Billions)
+15 Day DVR Period
Live
113.9
-2% Y/Y
-2%
-2%
111.4

Within the cVOD market, subscription content has an impressive
share of engagement despite being driven by only a few channels.
The majority of cVOD
viewing is Free On
Demand, but most of
the growth is
happening via
subscription services
such as HBO and
Showtime. TOD,
which includes fee-
based rentals or
special events, lost
share in 2015 –
perhaps due to
subscription VOD
increasingly filling the
consumer need for
great storytelling and
high production
value.
Cable Video On Demand (cVOD) Share of Time Spent
Source: comScore OnDemand Essentials, U.S., Q1-Q3 2015*
61.4% 61.7%
30.0% 31.2%
8.6% 7.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1-Q3 2014 Q1-Q3 2015
Transactional On Demand (TOD)
Subscription Video On Demand (SVOD)
Free On Demand (FOD)
* Data originally appears in the State of VOD: Trend Report: http://www.rentrak.com/section/our_services/analytics/svod/

Among Free On Demand content, the TV Entertainment and Kids
categories increased their total share of transactions by 4% in 2015.
The TV
Entertainment
category accounts
for the majority of
FOD viewing while
also being one of
the faster growing
categories. Along
with Kids content,
which is also
growing its share of
viewing
transactions, the
two make up three
of every four Free
On Demand views.
Free On Demand (FOD) Share of Transactions* by Category
Source: comScore OnDemand Essentials, U.S., 2015 / 2014**
47.8% 49.4%
23.3%
25.6%
13.9% 10.2%
5.1% 5.5%
10.0% 9.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015
Other
Movies
Music
Kids
TV Entertainment
* A VOD transaction is defined as any On Demand streaming order or view.
** Data originally appears in the State of VOD: Trend Report: http://www.rentrak.com/section/our_services/analytics/svod/

Moreover, the TV Entertainment category’s share of all VOD time
spent has tripled in 6 years.
TV Entertainment
content has been
rapidly gaining
share of total VOD
transactions and
time spent over the
past several years
before stabilizing in
2015. Other content
categories such as
Movies, Music,
Kids, News and
Sports account for
the remaining share
of transactions and
time spent.
Video On Demand (VOD) Share of Transactions* and Time Spent in TV Entertainment Category
Source: comScore OnDemand Essentials, U.S., Video On Demand
16%
19%
23%
29%
32%
37% 37%
16%
21%
25%
32%
36%
40% 40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2009 2010 2011 2012 2013 2014 2015
Share of Transactions
Share of Time Spent
* A VOD transaction is defined as any On Demand streaming order or view.

Most of the $8.7
billion in On
Demand revenue
came from recurring
subscription fees.
Purchases and
rentals via digital
retailers such as
Amazon, Google
Play and iTunes
contributed to
another 1/3rd share,
while On Demand
rentals from a cable
operator only
accounted for 10%.
2015 Share of Marketplace Revenue for On Demand Content*
Source: comScore OnDemand Essentials, Digital Download Essentials and Internet TV Essentials, U.S., FY 2015
The majority of On Demand revenue comes from OTT subscription
services, such as Netflix, Amazon Prime and Hulu Plus.
57%
21%
12%
10%
Over the Top Subscription Video on Demand
(OTT SVOD)
Electronic Sell-Through (EST)
Internet Video on Demand (iVOD)
Transactional on Demand (TOD)
* Please refer to page 2 of this report for the full definitions of these On Demand industry terms.

There are more media platforms competing for consumers’ attention
than ever, as shown by digital eclipsing Live TV among Millennials.
There’s a clear
trend showing that
as demographic
segments get
younger, those
consumers are
more likely to spend
time on their mobile
device and less
likely to spend time
watching Live TV.
It’s possible that
digital share of time
spent among 35-54
year-olds might also
soon surpass Live
TV.
Share of Platform Time Spent by Demographics
Source: comScore Xmedia and Media Metrix Multi-Platform, U.S., Q4 2015, Live TV
47%
57%
70%
14%
21%
14%
40%
22%
15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Age 18-34
Age 35-54
Age 55+
TV Desktop Mobile

When accounting for a selection of cable networks’ digital
properties, nearly 1/3rd of their total audience is uncovered.
This analysis of 10
cable networks
showed that their
digital properties
achieved massive
incremental
audience reach on
desktop and mobile.
On average, these
networks attracted
24 million additional
eyeballs on digital,
extending their
audience footprints
by 29%.
Cable Network Analysis: TV + Digital Cross-Platform Audience Reach Analysis
Source: comScore Xmedia, U.S., November 2015 – Live TV
85.0 85.0
5.1
11.6 11.614.6
12.7 12.7
0
20
40
60
80
100
120
TV Desktop Mobile Total
Reach(Millions)
109.3 MM
Incremental Desktop Reach
Incremental Mobile Reach
Desktop Audience Overlap
Mobile Audience Overlap
TV Reach

The largest digital media properties can reach just as massive of an
audience as the big four broadcasters in primetime.
Traditionally,
primetime TV has
been the advertising
medium that
marketers use to
reach the largest
audiences. Even
though that still
holds true today, the
top digital media
properties (Google,
Facebook, Yahoo,
Microsoft) can also
achieve a similar, if
not larger, reach
over the course of a
single month.
Monthly Audience Reach of Primetime Broadcast Networks vs. Top Digital Media Properties
Source: comScore Xmedia (Live TV, 8PM-11PM) and Media Metrix Multi-Platform, U.S., November 2015
228 213 205 202
247
219
203
184
0
50
100
150
200
250
300
Network 1
Primetime
Network 2
Primetime
Network 3
Primetime
Network 4
Primetime
Google Sites Facebook Yahoo Sites Microsoft
Sites
Reach(MM)
TV Reach Desktop Reach Incremental Mobile Reach

YouTube remains a leader in video, growing its total time spent on
all platforms the past 2 years – most dramatically on mobile.
The total time
consumers spend
on YouTube is up
for both desktop
and mobile, but its
mobile engagement
has nearly doubled
over the past two
years. It’s easier
than ever to
consume video
anytime and
anywhere, and
mobile is the best
medium for
immediate, on-the-
go viewing.
YouTube: Trend in Total Minutes (MM)
0
20,000
40,000
60,000
80,000
100,000
120,000
TotalMinutes(MM)
Mobile
Desktop
+95%
+8%

Cross-platform measurement drives media planning efficiencies; for
example by showing how digital video can be layered onto a TV buy.
Cross-platform
media planning can
break down silos
and allow brands to
more efficiently
reach audience
targets. Over the
course of a month,
a YouTube ad buy
across desktop and
mobile has the
potential to deliver
90%+ target reach
when coupled with
network primetime
TV.
Audience Reach Analysis by Demographic: Major Broadcast TV Network in Primetime + YouTube
Source: comScore Xmedia, U.S., November 2015 – Live TV (8PM-11PM)
54% 58%
67%
43% 38% 24%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Age 18-34 Age 35-54 Age 55+
%Reach
YouTube (Incremental)
Major Primetime Network
91%
97% 96%

Advertising

The top online display advertisers deliver hundreds of billions of
impressions every year, but the market is highly fragmented.
Verizon led all
advertisers by
delivering roughly 1
out of every 80
desktop display ad
impressions in
2015. Close
competitor AT&T
ranked 3rd, while the
rest of the Top 10
included leading
consumer packaged
goods, retail and
technology
companies.
Top Advertisers by Share of Total Desktop Display Ad Impressions
Source: comScore Ad Metrix, U.S., FY 2015
1.27%
1.17%
0.99%
0.88%
0.73%
0.73%
0.61%
0.60%
0.58%
0.58%
Verizon Communications
Intertainment Media
AT&T
Microsoft
eBay
Procter & Gamble
Nissan Motor
Amazon
Kellogg
American Express

Both desktop and mobile ads deliver branding effectiveness, but
mobile performs better – particularly at the bottom of the funnel.
Mobile ads caused
point lifts up to 2.5x
greater than ads on
desktop across four
key brand metrics
and performed
strongest in bottom-
funnel metrics, such
as intent to buy and
likelihood to
recommend. Less
ad clutter and
proximity to point of
purchase may be
driving better
effectiveness for
mobile ads.
Percentage Point Lift in Brand Metrics for Desktop and Mobile Ads
Source: comScore BSL and mBSL Benchmarks, U.S., Full Year 2015
Aided awareness
Favorability
Likelihood to recommend
Purchase Intent
1.4 2.3
1.3 2.7
1.5 3.3
1.4 3.7
Desktop Mobile

But ad blockers, now used by 10% of U.S. desktop internet users,
prevent some online ad impressions from ever reaching people.
Ad blocker usage is a
concern for
publishers but has
remained around
10% on desktop over
the past six months.
Publishers reaching a
young male audience
are most likely to be
affected. Fortunately
industry bodies and
publishers are now
taking action to
address the issue by
improving user
experience and
enhancing
communication with
their readership
around value
exchange.
Incidence of Ad Blocker Usage Among U.S. Desktop Internet Users
Source: comScore Custom Analytics, U.S., December 2015
11%
19%
15%
9%
8% 8% 8%
9%
14%
10%
7%
8% 7% 7%
0%
5%
10%
15%
20%
25%
Total 18-24 25-34 35-44 45-54 55-64 65+
Male Female

Of the ad impressions that do get served, more than half can’t have
an impact because they’re not viewable or not delivered to a human.
A full 52% of all
desktop ad
impressions are
unable to deliver an
advertising impact.
While most of these
non-viewable ads
are simply delivered
to parts of the web
page that are out of
view, a meaningful
percentage is being
delivered to bots
and by definition not
viewable to a
human.
Percentage of Viewable Ad Impressions in U.S.
Source: comScore vCE Norms, U.S., Q4 2015
48%
45%
7%
Viewable
Non-viewable
Invalid Traffic (IVT)

Sophisticated IVT is a significant contributor to the overall issue of
invalid traffic, necessitating advanced detection methods.
Sophisticated IVT,
which according to
the Media Rating
Council (MRC)
includes “traffic
originating from
hijacked devices,
malware or
misappropriated
content,” accounts for
the vast majority of
invalid traffic.
Sophisticated
detection techniques
are therefore required
for advertisers to
mitigate the potential
for waste.
Invalid Traffic (IVT) by Type
Source: comScore Custom Analytics, U.S., Q4 2015
75%
25%
% Sophisticated IVT
% General IVT

Certain publisher categories perform better than others in actually
delivering viewable ads to their audiences.
Several publisher
categories perform
well above the
overall online
benchmark when it
comes to delivering
viewable ads. At the
top of the list are the
Radio, Food, and
Sports categories,
each of which is
approximately 10
percentage above
the overall average
of 48%.
Percent of Viewable Ads by Select Publisher Category
Source: comScore vCE Benchmarks, U.S., Q4 2015
61% 59% 57% 57% 56% 54% 52% 50%
47%
Radio Food Sports Music Social Media News/Info TV Health/Wellness Technology

E-Commerce

By Q4 2015, total digital commerce had grown to account for 15% of
discretionary dollars spent by consumers – an all-time record mark.
Digital’s share of
consumer
discretionary
spending, which
peaks in seasonally
colder months,
reached an all-time
high in Q4 2015 at
15%. Digital
commerce share
appears to be
accelerating in
recent years due to
the impact of
mobile.
Desktop & Mobile Digital Commerce Share of Corresponding Consumer Spending*
Source: U.S. Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement, U.S., 2004 - 2015
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
Digital Commerce Share (desktop + mobile)
e-Commerce Share (desktop)
*Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales excluding Food Service & Drinking, Food & Bev. Stores,
Motor Vehicles & Parts, Gasoline Stations and Health & Personal Care Stores.
13.5%
(Q4 ‘14)
12.5%
Q4 ‘15
15.0%
Q4 ‘15
11.8%
(Q4 ‘14)

Boosted by a growing share of mobile, total digital commerce
surpassed $90 billion in Q4 2015 to mark its highest total ever.
Digital commerce
growth rates have
remained relatively
stable in the past
two years, hovering
between 12-16%.
Despite strong
growth rates
through much of
2015, however, Q4
saw a material slow-
down in the y/y
growth rate driven in
part by a tougher
comparison to a
strong Q4 2014.
Total U.S. Retail Digital Commerce Growth
Source: comScore e-Commerce & m-Commerce Measurement, U.S., 2012 - 2015
$50.2 $49.8 $47.5
$63.1
$56.1 $54.8 $53.9
$72.1
$61.1 $59.8 $58.3
$76.9
$5.9 $4.7 $5.8
$8.3
$7.3 $6.9 $6.7
$10.7
$11.1 $11.1 $11.4
$15.6
15%
16%
14%
12%
13% 13%
14%
16%
14%
15% 15%
12%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
$-
$10.0
$20.0
$30.0
$40.0
$50.0
$60.0
$70.0
$80.0
$90.0
$100.0
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Y/Y%Growth
Billions($)
Desktop Mobile Y/Y % Growth

In terms of discretionary retail spending, m-commerce growth is far
outpacing desktop e-commerce and bricks-and-mortar.
2015 was a huge
year for mobile
commerce, seeing
annual growth of
56% and gaining a
larger share of retail
dollars. Desktop e-
commerce is still
experiencing
moderate growth at
8%, but it has
dipped into single
digits as mobile
continues to emerge
as a buying
platform.
Full Year 2015 Y/Y Retail Spending Growth by Channel
Source: U.S. Dept. of Commerce, comScore M-Commerce and E-Commerce Measurement, U.S., FY 2015 / FY 2014
+1%
+8%
+56%
+0%
+10%
+20%
+30%
+40%
+50%
+60%
Total Discretionary Retail e-Commerce m-Commerce

Mobile commerce appears to have hit an inflection point in its
growth and has seen a big uptick in its digital commerce share.
M-commerce has
come a long way in
the past 5 years and
now contributes
about 1 in every 6
dollars spent via
digital commerce.
2015 saw an
especially strong
jump in its percent
share of the total
market as
consumers became
more comfortable
transacting on their
smartphones and
tablets.
Quarterly Trend in Mobile Commerce as a Share of Total Digital Commerce
Source: comScore M-Commerce and E-Commerce Measurement, U.S., Q2 2010 – Q4 2015
1.8%
2.4%
3.6%
5.8%
6.6%
8.8% 9.0% 9.3%
8.1%
9.8%
11.3%
10.5%
8.6%
10.8%
11.7%11.5%
11.1%11.1%
13.0%
15.4%15.6%
16.4%
16.9%
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015

However, dollars are significantly lagging digital media time spent
on mobile, highlighting the mobile conversion challenge.
Mobile accounts for
60% of time spent
shopping online, but
only 16% of all retail
dollars spent, due to
factors such as
security concerns
and smaller screen
size. This m-
commerce
monetization gap will
continue to narrow
over time, but the
shares of time spent
and dollars spent
likely won’t ever
reach equilibrium.
2015 Share of Retail Time Spent vs. Spending by Platform
Source: comScore M-Commerce and E-Commerce Measurement, U.S., FY 2015
60%
16%
40%
84%
Time Spent Dollars Spent
Desktop
Mobile
44%
Gap

Categories that did have high m-commerce conversion, such as
Video Games & Accessories, saw the biggest annual gains.
Online retail grew
14% year-over-year
in 2015, with the
fastest growing
categories seeing
most of their gains
on mobile. The top
3 product categories
in terms of growth
contain inexpensive,
less complicated
purchases that
consumers are
increasingly willing
to make on their
smartphones and
tablets.
Y/Y % Change in Total Retail Digital Commerce Dollars by Category
Source: comScore E-Commerce Measurement, U.S., FY 2015 vs. FY 2014
44%
42%
32%
30%
29%
25%
23%
19%
16%
15%
14%
12%
11%
9%
8%
6%
5%
5%
Video Games, Consoles & Accessories
Toys & Hobbies
Sport & Fitness
Jewelry & Watches
Event Tickets
Music, Movies & Videos
Flowers, Greetings & Misc Gifts
Apparel & Accessories
Home & Garden
Furniture, Appliances & Equipment
Total Digital Commerce
Computer Software
Books & Magazines
Consumer Electronics
Consumer Packaged Goods
Office Supplies
Computers / Peripherals / PDAs
Digital Content & Subscriptions

Apparel & Accessories overtook Computer Hardware in Q1 and Q2
as the #1 category for digital commerce for the first time ever.
Computer Hardware
has long been the
#1 category in
digital commerce,
but recent strength
in the Apparel &
Accessories
category – due in
large part to mobile
commerce – vaulted
it ahead in the first
two quarters of
2015 before briefly
losing the lead in
Q3, only to regain it
in the final quarter.
Digital Commerce Sales by Category: Apparel & Accessories vs. Computer Hardware
Source: comScore E-Commerce & M-Commerce Measurement, U.S., Q1 2013 – Q4 2015
$8.4 $8.4
$7.1
$12.3
$9.9 $10.0
$8.4
$15.0
$12.4
$11.8
$10.1
$17.2
$9.2 $9.1
$9.9
$13.5
$10.2 $10.0
$11.3
$15.9
$11.1 $11.0
$11.8
$16.0
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$16.0
$18.0
$20.0
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Billions($)
APPAREL & ACCESSORIES
COMPUTER HARDWARE

This holiday season retail traffic peaked on Black Friday and Cyber
Monday, with mobile outpacing desktop every day this season.
Mobile accounted
for 63% of all online
retail visits this
holiday season and
outpaced desktop
every single day of
the season. Mobile
visits peaked on
Black Friday, while
desktop visits
peaked on Cyber
Monday, which saw
more overall retail
traffic than any
other day in 2015.
2015 Holiday Season: Digital Retail Visits (MM) by Platform
Source: comScore Custom Analytics, U.S., Nov 1 – Dec 31, 2015
-
100
200
300
400
500
600
700
800
11/1/2015 11/8/2015 11/15/2015 11/22/2015 11/29/2015 12/6/2015 12/13/2015 12/20/2015 12/27/2015
Visits(MM)
MOBILE
DESKTOP
TOTAL DIGITAL
Black Friday Cyber Monday

Box Office

$652.3
$652.0
$459.0
$356.5
$353.0
$348.8
$336.0
$269.6
$225.3
$201.2
Jurassic World
Star Wars: The Force Awakens
Avengers: Age Of Ultron
Inside Out
Furious 7
American Sniper
Minions
The Hunger Games: Mockingjay Part 2
Martian, The
Cinderella
Star Wars had an
impressive box
office of $652
million in just two
weeks of release at
the end of the year,
but Jurassic World
took the top spot
overall. The Top 10
for 2015 featured
mostly action
movies and
animated family-
friendly films.
Jurassic World led the 2015 domestic box office, but Star Wars
nearly edged it out despite only in release for two weeks in 2015.
Top 10 Grossing Box Office Movies in 2015
Source: comScore Box Office Essentials, U.S., Jan. 1 – Dec. 31, 2015

20th Century Fox
was home to two of
the biggest movies
in 2015 in terms of
total digital
purchases and
rentals. As with the
top grossing box
office movies, action
films tended to be
most popular
among audiences,
even on the “small
screen.”
Gone Girl was the top U.S. digital movie purchase/rental in 2015,
topping Kingsman: The Secret Service and American Sniper.
RANK TITLE STUDIO
1 Gone Girl Fox
2 Kingsman: The Secret Service (2015) Fox
3 American Sniper (2014) Warner
4 Interstellar (2014) Paramount
5 The Hunger Games: Mockingjay - Part 1 (2014) Lionsgate
6 Interview, The (2014) Sony
7 Big Hero 6 (2014) Disney
8 John Wick (2014) Lionsgate
9 Fury Sony
10 Mad Max 4: Fury Road (2015) Warner
11 Inside Out (2015) Disney
12 Get Hard (2015) Warner
13 Home (2015) Fox
14 Hobbit, The: The Battle Of The Five Armies (2014) Warner
15 Avengers: Age Of Ultron (2015) Disney
16 Equalizer, The Sony
17 Birdman (2014) Fox
18 Spy (2015) Fox
19 Insurgent (2015) Lionsgate
20 San Andreas (2015) Warner
* Excludes NBC Universal and non-participating Independent distributors. EST revenue source: DEG
Top 20 Digital Movie Purchases & Rentals in 2015
Source: comScore Digital Download Essentials, U.S., Jan. 1 – Dec. 31, 2015

Ten Trends for 2016

Top Trends for 2016
1. 2016 will be the year of cross-platform
̵ Over the past few years we’ve seen the convergence of desktop and mobile into a unified multi-platform digital environment. The next phase in media convergence is the collision of
TV and Digital as a higher percentage of viewing happens via the internet and as consumers’ viewing patterns become more fluid across platforms. As measurement systems are
developed to quantify this behavior, the media and marketing industries will be transformed by the power of cross-platform data.
2. Digital audience growth will subside, leading to a renewed focus on engagement and attention metrics
̵ Digital audiences have undergone a sustained period of growth from the emergence of the mobile internet, but signs that this growth trend is beginning to taper off point to a growing
demand for metrics that go beyond demonstrating scale. Engagement metrics, such as time spent and meaningful visits, are likely to play an increasing role in articulating the value
of a digital media property’s audience.
3. The smartphone app will account for the majority of all digital media consumption
̵ Time spent on smartphone apps has been consistently trending upward in the past few years, ending 2015 with a 47% share of total digital media engagement. It’s growth trajectory
will continue in 2016 – particularly as mobile video viewing gains steam – on its way to representing the majority of all digital consumption time.
4. Mobile ad spend will get unlocked as measurement standards come into place
̵ Mobile advertising growth has been on a tear the past two years, which is little surprise given the shift in media consumption to smartphones and tablets. At the same time,
measurement standards for mobile have lagged that of desktop, which has likely inhibited further ad spending on mobile. As those standards finally come into clearer view in 2016,
advertisers will benefit from more comparable metrics and more scalable means of reaching the right consumers.
5. Social media will increasingly revolve around video content
̵ With Snapchat having now emerged as the next great social media company, there is a growing realization of the power of video to drive social resonance. Facebook and Instagram
have already ramped up their video efforts, and more recently we’ve seen Twitter-owned Periscope capture the attention of users with its livestreaming capability.

Top Trends for 2016
6. Platform publishing optimization will emerge as digital’s newest cottage industry
̵ With publishers putting their content directly on 3rd party publishing platforms such as Facebook Instant Articles, Snapchat Discover and Apple News, a host of technological, analytic
and revenue optimization challenges will arise that may exceed what publishers are equipped to efficiently handle in-house. Just as search engine optimization boomed during the
first half of the 2000s, and social marketing optimization exploded in the late 2000s, the next big digital cottage industry will be built around publisher platform optimization.
7. Just as small screen viewing is shifting to the tiny screen, the big screen will be increasingly fought on the small screen
̵ TV – aka “small screen” – content viewing has increasingly shifted to even smaller screens such as smartphones and tablets in the past few years. A parallel shift we can expect to
see accelerate in 2016 is from the movie theater screen to TV screen. As Netflix, Amazon, Hulu and others enter bidding wars for the rights to major motion pictures that would
traditionally have a theatrical release, more first-run viewing of these films is likely to happen from the comfort of streaming video subscribers’ homes.
8. Wider availability of over-the-top (OTT) content will grow the Total Video pie, not cannibalize it
̵ The conversation around shifts toward OTT viewing on Netflix, Amazon and the like has traditionally been coupled with discussion of cord-cutting. But with more broadcast and cable
networks – such as HBO, CBS, Disney and others – making their content available over-the-top via apps, there is a renewed opportunity to reach those non-Pay TV audiences who
couldn’t otherwise be reached while not increasing the rate of cord-cutting.
9. Mobile commerce will surpass 20% share of total retail dollars spent on digital
̵ While m-commerce conversion will remain a relative friction point, a confluence of factors are improving to help mobile’s share of spending continue to accelerate. Faster
connections, decreasing concerns over transaction security, larger phone screen sizes, and more frictionless navigation of e-commerce mobile sites and apps will all help push m-
commerce share from under 17% in 2015 to more than 20% in 2016.
10. Content curation will emerge as a key area of tech and startup innovation
̵ The expansiveness and highly fragmented nature of media content today has created a huge problem for consumers who want to easily access and keep track of the TV shows,
digital videos, podcasts, books, music, and articles they want to consume. At the same time, there remains untapped opportunity for more relevant content recommendation –
leveraging social and other algorithms – that can help significantly improve the content discovery experience. That such large consumer friction points still exist suggest that the
technology/media sector may be ripe for its next wave of innovation (ironically, just as talk of the tech bubble bursting reaches a fever pitch).

© comScore, Inc. Proprietary. 70© 2016 comScore, Inc.For info about the proprietary technology used in comScore products, refer to http://www.comscore.com/About-comScore/Patents
www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc
For more information about comScore and its
measurement products, please visit:
www.comscore.com/learnmore
For more information about the report, please contact:
ANDREW LIPSMAN, VP Marketing & Insights alipsman@comscore.com
ADAM LELLA, Senior Marketing Insights Analyst alella@comscore.com

Cross Platform future in focus at us 2016

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