Q4 2016 Video Trends Report

VIDEO
TRENDS
REPORT
Q4 2016 Video Trends Report:
Consumer Behavior Across Pay-TV, VOD, PPV, OTT, TVE,
Streaming Devices and Content Discovery

2
Introduction
TiVo is a global leader in entertainment technology innovations and insights. TiVo’s combined portfolio, including
Digitalsmiths’ industry-leading content discovery products and services, will be marketed under the TiVo name
going forward.
TiVo enables pay-TV providers, digital publishers and consumer electronics (CE) manufacturers to power personalized
search, recommendations, carousels, social and sports discovery, as well as gain invaluable insights into these features
through analytics. TiVo’s customers include Charter Communications, DISH Network, DIRECTV, FOX Sports, Sharp
Electronics, Sling TV, Sony PlayStationVue, The CW Network and Time Warner Cable.
Each quarter, TiVo seeks real consumer opinions to uncover key trends relevant to pay-TV providers, digital publishers
and CE manufacturers. Consumers’ genuine, unbiased perspectives and feedback drive continuous improvements to
TiVo’s Seamless Discovery®
, the industry’s leading personalized content discovery platform, and Seamless Insight®
, a
reporting tool that delivers the analytics necessary to optimize content discovery. TiVo shares these findings for the same
reason it uses them — in hopes that video service providers leverage the information to improve and develop applications
and features that will enhance the overall TV viewing experience offered today.
This survey has been conducted every quarter since 2012, enabling the company to track key trends in viewing habits,
identify consumer opinion of pay-TV providers, and monitor emerging technologies, streaming devices, TV Everywhere
(TVE) apps and content discovery features, such as personalized recommendations.
SURVEY
DEMOGRAPHICS
• Q4 2016 Survey Size: 3,079
• Geographic Regions: United States,
Canada
• Age of Respondents: 18+ Years of Age
This survey was conducted in Q4 2016 by a
leading third-party survey service; TiVo analyzed
the results. TiVo conducts this survey on a
quarterly basis and publishes a report evaluating
and analyzing key trends across the pay-TV
industry. The purpose of this survey is to track
consumer trends over time in order to offer pay-
TV providers real, unbiased feedback regarding
consumer behaviors, industry perceptions, and
opinions of new technology hitting the market.
PAY-TV PROVIDERS
Who is your current cable/satellite service provider?
COMCAST
DISH NETWORK
BRIGHT HOUSE NETWORKS
AT&T U-VERSE
CHARTER
CABLEVISION
MEDIACOM
SUDDENLINK
TELUS
VERIZON VIDEOTRON
COGECO CABLE
GOOGLETV
MTS
COX
DIRECTV
BELL
TIME WARNER CABLE
ROGERS
SHAW
SASKTEL
In addition to key quarter-over-quarter (q/q) and
year-over-year (y/y) trends, TiVo’s Q4 2016 Video Trends
Report covers many new topics, including:
• New trends highlighting market share and
engagement levels of the rapidly evolving video
streaming device market, as well as insight into why
many respondents do not own these devices.
• Real feedback and answers into a prominent issue
in the television industry this year, the dramatic
decrease in viewership of National Football League
(NFL) games.
• A breakdown of the top channels respondents desire
in an à la carte pay-TV package, as well as an eye-
opening q/q trend regarding the ideal price for the
top 20 channels.

3
The State of Pay-TV
While the majority of this report examines how those with a pay-TV provider
interact with their TV offerings, TiVo first sought to understand the audience
without a pay-TV provider. In Q4 2016, 83.0% of respondents have a pay-TV
provider. Of the 17.0% without a pay-TV provider, 19.8% of this segment of
respondents cut service in the last 12 months, which is an increase of 1.9% q/q and
2.3% y/y. At nearly twenty percent, this is the highest percentage of cord-cutters in
a single quarter since TiVo began tracking them in the Q4 2015 survey.
Of those who do not have pay-TV service, 44.3% use an antenna to get
basic channels.
Understanding why respondents cut pay-TV service can provide valuable feedback
in many areas, including product developments, customer service improvements
and marketing efforts focused on subscriber acquisition. In Q4 2016, for the second
quarter in a row, the three main reasons for cutting pay-TV service are (see chart
on page 4):
• “Price / Too expensive” – 80.1%
• “I use an internet streaming service, such as Netflix, Hulu, Amazon Video, etc.” –
48.3%
• “I use an antenna to get the basic channels on my TV.” – 27.2%
CUTTING PAY-TV SERVICE
Did you cut cable/satellite service in the last 12 months? (Only answered by respondents who do not
have a Pay-TV provider)
YES, I cut cable/satellite
service in the last 12 months
NO, it has been longer than
12 months since I had cable/
satellite service
NO, I never had cable/
satellite service
0 10% 20% 30% 40% 50%
19.8%
Q4 2016 Q3 2016 Q4 2015
48.1%
32.1%
+1.9% q/q, +2.3% y/y
ANTENNA USE
Do you use an antenna to access the basic channels on your TV?
YES
NO
0 20% 40% 60%
44.3%
55.7%
10% 30% 50%

4
The State of Pay-TV
Though it comes as no surprise that price tops the list, this data demonstrates why
over-the-top (OTT) services continue to play a major role in cord-cutting. Due to
their low price point, OTT services have become popular, igniting a sense of urgency
for pay-TV providers to offer new “slimmer” pay-TV packages delivered in an
internet/streaming format.
In Q4 2016, DirecTV Now launched, and Sling TV announced new functionality to
further improve its offerings. To date, these services have been released by satellite
providers who are likely looking to appeal to consumers in two ways:
1. By providing a lower-priced, slimmer offering that includes live TV and sports
options.
2. By streaming the service online to combat the issue of needing a satellite to
offer its service.
Another threat from OTT providers is that they are creating original content at
an extremely fast pace. As original content catalogs increase in size, it will be even
more difficult for pay-TV providers to compete with OTT providers. However,
pay-TV providers still have the upper hand due to depth and breadth of content,
such as sports, live events, award shows and more. Still, it remains imperative that
pay-TV providers offer enticing packages amongst all their channel options, as well
as continue to emphasize the value of their content. Plus, by leveraging technology,
pay-TV providers can mine their wealth of viewer data to identify subscribers at risk
for cutting service, which will ensure higher-impact, targeted marketing efforts.
TOP FACTORS FOR CUTTING PAY-TV SERVICE
What factors influenced your decision to cut off your cable/satellite service? (Choose all that apply)
Price – Too expensive
I use an internet streaming service, such as Netflix,
Hulu, Amazon Video, etc.
I use an antenna to get the basic channels on my TV
I like to binge watch an entire season of a TV series
through my streaming service
Moved/Relocated, and I do not plan to sign-up for
cable/satellite service again
The bulk of my TV viewing was the original series
on streaming services, such as “Orange is the New
Black” or “House of Cards”
I share a friend/family member’s login to watch
shows on their cable/satellite provider’s app
Moved in with a new roommate who already
subscribes to cable/satellite service
N/A, it was not my decision to cut off cable/satellite
service, and I’m not sure why this decision was made
0 20% 40% 60% 80% 100%
Other
2.0%
1.7%
0.8%
12.6%
11.2%
12.9%
18.5%
27.2%
48.3%
80.1%

5
The State of Pay-TV
POTENTIAL CHURN
Here is a breakdown of the current state of pay-TV as it relates to churn (continues on page 6):
• Of the respondents who have pay-TV service, 10.0% have switched providers in the last three months.
—— This audience continues to see steady increases q/q and y/y, as well as in the past two and three years. Also, 10.0% is the highest result since the introduction
of this question in Q2 2013.
SWITCHED PAY-TV PROVIDERS
Have you switched cable/satellite providers in the last three months?
YES
Q4 2016Q3 2016Q4 2015Q4 2014Q4 2013 Q2 2016Q1 2016Q3 2015Q2 2015Q1 2015Q3 2014Q2 2014Q1 2014Q3 2013Q2 2013
6%
8%
10%
4%
10.0%
10.0% is the highest result since the
introduction of this question in Q2 2013

6
The State of Pay-TV
POTENTIAL CHURN (CONTINUED)
When respondents were asked if they plan to change pay-TV providers in the next
six months, the results were as follows:
• 7.6% plan to CUT their pay-TV service, which is an increase of 2.0% q/q and y/y,
3.4% over two years, and 5.0% over three years — and at 7.6%, the percentage
of respondents planning to cut in Q4 2016 is the highest recorded since the
introduction of this question in Q4 2012.
• 6.8% plan to CHANGE to another pay-TV provider.
• 3.2% plan to SWITCH to an online service or app.
• 29.6% are on the fence, answering “MAYBE.”
• These figures total 47.2% of respondents — meaning just under half of
respondents could potentially leave their current pay-TV provider in the next six
months. This group of “at risk” respondents increased 2.3% q/q, and 2.5% y/y.
Additionally, respondents were asked to choose from a list of several factors that
would cause them to reconsider leaving their pay-TV provider. The clear winners,
chosen by the bulk of respondents, are:
• Flexible Package Structure: “Choose and pay for only the channels I typically
watch.” – 63.7%
• More Integrated Video Solution: “Combine all of my TV providers (such as
Netflix, Hulu, Amazon Video) into one interface so I can find something to watch,
regardless of the service.” – 45.1%
PLANNING TO SWITCH PAY-TV PROVIDERS
Do you plan to change cable/satellite providers in the next six months?
YES, I am
planning to
CUT cable/
satellite service
altogether
Q4 2016 Q3 2016
0
10%
20%
30%
50%
60%
40%
YES, I am planning
to CHANGE to
another cable/
satellite service
provider
YES, I am planning
to SWITCH to
an online app or
rental service
MAYBE NO, I plan to stay
with my current
cable/satellite
provider
Q4 2015 Q4 2014 Q4 2013
7.6%
6.8%
3.2%
29.6%
52.8%
“Yes, I am planning to CUT
cable/satellite service altogether”
+2.0% q/q and y/y,
+3.4% over two years,
+5.0% over three years
47.2% could potentially leave their pay-TV provider: +2.3% q/q, +2.5 y/y
IF YES...
Would you consider keeping your existing cable/satellite service provider if they allowed you
to do the following? (Choose all that apply)
Choose and pay for only the channels I typically watch
Combine all of my TV providers (such as Netflix, Hulu,
Amazon Video)into one place so I can find something to
watch, regardless of the service
Make it easier to find something to watch on TV: for example,
recommend shows to you based on your interests so it is
easier to find something you “want” to watch on TV
Other
0 20% 40% 60% 80%
63.7%
45.1%
12.6%
17.3%

7
The State of Pay-TV
IF UNSATISFIED...
Why do you feel you’re not getting enough value from your provider? (Choose all that apply)
Q4 2016 Q3 2016 Q4 2015 Q4 2014
Too expensive/
Increasing fees for
cable/satellite service
Poor customer
service
Poor cable/
satellite service
Bad channel
selection
Other
0 20% 60% 80%40%
VALUE
How would you rate the level of value you are receiving from your cable/satellite service provider?
0
10%
20%
30%
40%
50%
60%
Very Satisfied Satisfied Unsatisfied
“Poor cable/satellite service”
-3.7% q/q, -3.9% y/y, -11.0% over two years
Q4 2016 Q4 2015 Q4 2014 Q4 2013
24.1%
54.2%
21.7%
70%
80%
78.3% are “Very Satisfied” or “Satisfied”;
“Very Satisfied”: +2.3% y/y, +3.0% over two years, +3.8% over three years
100%
80.8%
34.5%
29.0%
12.1%
25.7%
RESPONDENTS’ SENTIMENTS TOWARD THEIR PAY-TV PROVIDERS
In Q4 2016, 78.3% of respondents are “very satisfied” or “satisfied” with their service. “Very satisfied” increased 2.3% y/y, 3.0% over two years and 3.8% over three years. Still, it
is important to understand why the remaining 21.7% of respondents are unsatisfied. The top three reasons respondents are dissatisfied with their pay-TV service are:
• “Too expensive / Increasing fees for cable/satellite service” – 80.8%
• “Poor customer service” – 34.5%
• “Bad channel selection” – 29.0%
In addition to high overall satisfaction, more good news for pay-TV providers is that “poor cable/satellite service” decreased 3.7% q/q, 3.9% y/y, and 11.0% over two years.

8
BILL AMOUNT
How much is your monthly bill from your cable/satellite provider for TV services only? (Not including
video-on-demand/movie purchases, phone, or internet)
Less than $50 $51 - $75 $76 - $100 $101 - $125 $126 - $150 $151+
5%
0
10%
15%
20%
25%
30%
The State of Pay-TV
Q4 2016 Q3 2016
17.5%
27.0%
20.7%
14.8%
10.6%
9.4%
34.8% pay $101 or more per month
$76–$151 per month: -3.0% q/q
PAY-TV SERVICE ADJUSTMENT
Have you adjusted your level of cable/satellite service in the last 12 months?
Increased/
Added Services
Decreased/
Removed Services
0 20% 40% 60%50% 70%
Stayed the same
10% 30%
Q4 2016 Q3 2016 Q4 2015 Q4 2014
16.8%
19.8%
63.4%
+2.3% q/q, +2.7% y/y,
+3.4% over two years
80%
PAY-TV SERVICE-LEVEL ADJUSTMENTS
Since price has been noted already in this report as a pain point among respondents,
TiVo wanted to know how much respondents are paying on average each month for
pay-TV service. In Q4 2016, 34.8% of respondents indicated that they pay $101 or
more per month for cable/satellite services only. However, respondents seem to be
paying less since the combined categories of the $76-151+ ranges decreased
3.0% q/q.
For the first quarter in years of survey results, there is a wide divide between
those respondents who “decreased/removed services” (19.8%) versus those
who “increased/added services” (16.8%) — the three percentage points between
these two behaviors is the furthest gap observed since Q4 2014 survey results. In
addition, the answer choice “decreased/removed services” increased 2.3% q/q, 2.7%
y/y, and 3.4% over two years. The chart on the following page shows a breakdown of
the most common services that were added and removed in Q4 2016.

9
The State of Pay-TV
Top Services Added
• “Added new channels” – 47.6%
• “Premium Channels (e.g. HBO, Cinemax, etc.)” – 25.9%
• “High Definition (HD)” – 25.4%
The decline of those adding premium channels is a trend that directly affects the
bottom line for pay-TV providers. Featured on the list of top services to be both
added and cut, premium channels as an added service decreased 7.5% y/y and
11.8% over two years.
As more consumers turn to OTT services like Netflix and Amazon Prime as a
supplement to their pay-TV service, TiVo wonders if the premium channel decline
is due to the glut of content available to viewers today. Does the bundling of OTT
and pay-TV replace the need to pay more for an extra channel(s) that may go
unwatched? These questions led TiVo’s Data Science Team to conduct a deeper
analysis, with results showing that 70.9% of respondents who cut premium
channels also use an OTT SVOD service. TiVo will continue to monitor this
trend to determine if premium channel decline will parallel positive growth in
SVOD adoption.
PAY-TV SERVICES ADDED
If increased, what service(s) did you add through your cable/satellite provider? (Choose all that apply)
Q4 2016 Q4 2015 Q4 2014
0
10%
20%
30%
40%
50%
Addednewchannels
HighDefinition(HD)
PremiumChannels
(e.g.HBO,Cinemax,etc.)
DVR
New/Upgradedequipment
(forexample,
DIRECTVGenie
orDISHHopper)
PremiumSports
Package(s)
Other
-7.5% y/y, -11.8% over two years47.6%
25.9%
25.4%
20.3%
17.9%
13.8%
11.0%

10
The State of Pay-TV
Top Services Removed
• “Reduced level of cable/satellite service” – 52.4% (with an increase of 5.5% q/q)
• “Premium Channels (e.g. HBO, Cinemax, etc.)” – 45.3% (with an increase of
4.1% q/q)
• “Premium Sports Package(s)” – 18.0%
Though the answer choice “returned cable/satellite box(es)” is relatively new to the
survey, it is interesting that in just one quarter there was a positive increase of 3.8%.
Many pay-TV providers charge per box, or for a certain number of boxes within a
PAY-TV SERVICES CUT
If decreased, what service(s) provided through your cable/satellite provider did you cut? (Choose all
that apply)
Reduced level of
Premium Channels
(for example,
HBO, Cinemax, etc.)
Premium Sports Package(s)
Returned cable/
satellite box(es)
DVR
New/Upgraded equipment
(for example, DIRECTV Genie
or DISH Hopper)
Other
0 10% 20% 30% 40% 50%
Q4 2016 Q3 2016
52.4%
45.3%
18.0%
16.0%
10.7%
6.3%
7.1%
60%
+5.5% q/q
+4.1%q/q
+3.8% q/q
PREMIUM CHANNELS
Do you pay for any of the following premium channels through your cable/satellite provider? (Choose
all that apply)
HBO Showtime The Movie
Channel/
Network
Sports
Package(s)
Starz Cinemax No, I do
not pay for
access to any
premium
channels
Other
10%
0
20%
30%
40%
50%
60%
Q4 2016
70%
24.5%
16.2%
13.9%
13.2%
52.4%10.3%
10.1%
2.5%
58.8%
41.2% pay for premium channels
household. The increasing percentage of box returns might mean lower bills for
respondents, but it also means less revenue for providers. While no long-term
data exists, TiVo will continue to watch this trend to see what this may mean for
pay-TV providers.
In Q4 2016, 41.2% of respondents with pay-TV service pay for premium
channels. The most popular premium channels are HBO, Showtime and
The Movie Channel/Network.

11
INTEREST IN AN À LA CARTE PAY-TV PACKAGE
When purchasing cable/satellite service you often choose from pre-set channel packages. Would
you like the ability to make your own package by selecting ONLY the channels you WANT to watch?
YES, I would like
to choose only
the channels I
want to watch.
NO, I am not
interested in
this capability.
Q4 2016 Q4 2015
76.6%
23.4%
73.6%
26.4%
+3.0% y/y
The State of Pay-TV
RESPONDENTS’ SENTIMENTS ON À LA CARTE PAY-TV PACKAGE
remains unknown, it’s apparent that OTT providers are placing a considerable
amount of pressure on broadcast networks. In the early days of OTT, almost all of
the content was movies; nowadays, not only are OTT providers offering original
episodic content, they are also offering episodic content of shows that originally ran
on broadcast/pay-TV channels. Could this be causing a decline in value, or is it the
overabundance of content available today among both pay-TV and OTT offerings? It
may be too early to tell, but this is an interesting trend—one that TiVo will watch in
order to see if the downward trend continues.
In Q4 2016, 76.6% of respondents would like to pay for only the channels they
watch — up 3.0% y/y. On average, respondents chose 18 channels to compose their
ideal line-up. Additionally, the average price respondents want to pay for self-
selected channels is $25.82 per month, or $1.68 per channel, per month. See pages
12-13 for more on à la carte pay-TV packages.
The five most popular channels among all repondents are:
• ABC: 56.3%
• Discovery Channel: 55.4%
• CBS: 51.7%
• History: 50.7%
• NBC: 50.2%
Because the report surveys respondents in both the United States and Canada,
much of the video content is the same in both countries, but some Canadian
content is unavailable in the U.S. Therefore, the charts on pages 12-13 are displayed
by country.
One surprising survey result is that the price respondents are willing to pay for
the top 20 channels dropped significantly. In the U.S., respondents average price
for the top 20 channels would be $28.87, a decrease of 12.3% q/q. In Canada,
respondents average price for the top 20 channels would be $28.16, a decrease of
12.0% q/q. While the reason for the decrease in value of linear/broadcast channels

12
IDEAL CHANNELS IN AN À LA CARTE PAY-TV PACKAGE - U.S.
If YES, which channels would you be interested in including in your TV package? (Choose all that apply)
ABC
CBS
DiscoveryChannel
NBC
History
FOX
A&E
PBS
TNT
FX
HBO
AMC
TBS
NationalGeographicChannel
USANetwork
FoodNetwork
ComedyCentral
HGTV
ESPN
TheWeatherChannel
AnimalPlanet
CNN
Syfy
TLC
Lifetime
Showtime
ABCFamily(renamedtoFreeform)
HallmarkChannel
TravelChannel
DisneyChannel
MSNBC
CartoonNetwork
FOXSports1
TCM
Spike
NFLNetwork
TVLand
NBCSportsNetwork
FOXNewsChannel
Bravo
Nickelodeon
TheCW
truTV
AdultSwim
VH1
MTV
ION
E!
Oxygen
MusicChoice(MusicChannels)
WGNAmerica
DisneyJr.
IFC
NickJr.
CMT(CountryMusicChannel)
MLBNetwork
OWN(OprahWinfreyNetwork)
ENCOREAction
FOXBusinessNetwork
Reelz
WETV
TeenNick
BET
QVC
Fuse
GolfChannel
HSN
TheSportsmanChannel
Sprout
Velocity
FYI
Univision
EsquireNetwork
Telemundo
Fusion
OvationTV
TennisChannel
CBC-CanadianBroadcastingCorporation
TheComedyNetwork
CBCNews
20%
0
30%
40%
50%
60%
70%
80%
10%
Analytical Commentary
ANALYSIS OF DESIRED CHANNELS IN AN
À LA CARTE PAY-TV PACKAGE BY COUNTRY
Q3 2016
Top 20 Channels Among
U.S. Respondents
Popularity
Among U.S.
Respondents
Price Per
Channel
ABC 70.7% $1.52
CBS 70.1% $1.55
NBC 65.5% $1.54
Discovery Channel 62.1% $1.53
History 59.7% $1.54
FOX 56.0% $1.47
A&E 50.8% $1.49
PBS 49.3% $1.74
TNT 49.1% $1.51
TBS 48.2% $1.41
USA Network 47.7% $1.46
FX 47.2% $1.59
National Geographic 46.1% $1.57
HBO 45.2% $3.13
AMC 44.0% $1.64
ESPN 44.0% $1.95
Food Network 43.9% $1.60
Comedy Central 43.8% $1.62
The Weather Channel 42.4% $1.36
HGTV 42.0% $1.70
Total $32.92
Q4 2016
Top 20 Channels
Among U.S.
Respondents
Popularity
Among U.S.
Respondents
Price Per
Channel
ABC 65.8% $1.25
CBS 63.5% $1.25
NBC 61.0% $1.30
History 56.0% $1.49
FOX 52.6% $1.30
A&E 51.6% $1.24
PBS 49.0% $1.52
TNT 47.6% $1.24
FX 47.5% $1.33
HBO 47.2% $2.81
AMC 45.5% $1.40
TBS 45.1% $1.20
USA Network 44.4% $1.20
Comedy Central 43.4% $1.39
HGTV 42.2% $1.52
ESPN 41.3% $1.82
Total $28.87
- 12.3% q/q

13
IDEAL CHANNELS IN AN À LA CARTE PAY-TV PACKAGE - CANADA
If YES, which channels would you be interested in including in your TV package? (Choose all that apply)
HBO
A&E
DiscoveryChannel
History
CTV
CBC-CanadianBroadcastingCorporation
ABC
CityTV
GlobalTelevisionNetwork
FOX
CBCNews
FoodNetwork
NationalGeographicChannel
Showtime
Space
TLC
NBC
CBS
AMC
TheWeatherChannel
AnimalPlanet
HGTV
Bravo
CNN
Sportsnet
Spike
ComedyCentral
TSN
TheComedyNetwork
CTVNews
PBS
DisneyChannel
CartoonNetwork
TheWNetwork
FX
MTV
Lifetime
ESPN
YTV
CP24
TBS
TheCW
NBCSportsNetwork
OWN(OprahWinfreyNetwork)
E!
Nickelodeon
AdultSwim
MusicChoice(MusicChannels)
CMT(CountryMusicChannel)
Syfy
FOXSports1
TravelChannel
ABCFamily(renamedtoFreeform)
TNT
NFLNetwork
TVLand
DisneyJr.
TCM
IFC
USANetwork
HallmarkChannel
FOXNewsChannel
Treehouse
MLBNetwork
VH1
GolfChannel
MSNBC
NickJr.
ENCOREAction
WGNAmerica
BET
TheSportsmanChannel
FOXBusinessNetwork
Oxygen
FYI
TeenNick
Fusion
Velocity
TennisChannel
truTV
Reelz
Univision
Telemundo
HSN
WETV
EsquireNetwork
Fuse
ION
QVC
Sprout
OvationTV
20%
30%
40%
50%
10%
0
ANALYSIS OF DESIRED CHANNELS IN AN
À LA CARTE PAY-TV PACKAGE BY COUNTRY
Q3 2016
Top 20 Channels
Among Canadians
Popularity
Among
Canadians
Price Per
Channel
HBO 44.8% $2.59
A&E 43.9% $1.68
CTV 40.1% $1.42
CBC 39.8% $1.42
History 39.3% $1.69
ABC 38.4% $1.53
Global Television Network 36.4% $1.47
FOX 35.8% $1.44
City TV 35.0% $1.35
CBC News 33.8% $1.45
CBS 32.3% $1.41
NBC 32.1% $1.37
Showtime 29.8% $1.78
TLC 29.4% $1.52
AMC 29.3% $1.82
HGTV 29.3% $1.50
Total $32.00
Q4 2016
Top 20 Channels
Among Canadians
Popularity
Among
Canadians
Price Per
Channel
HBO 46.3% $2.26
A&E 45.4% $1.40
History 40.6% $1.53
CTV 38.9% $1.17
CBC 38.8% $1.22
ABC 38.2% $1.38
City TV 37.1% $1.22
Global Television Network 35.8% $1.28
FOX 33.9% $1.22
CBC News 32.6% $1.27
Showtime 30.5% $1.58
Space 30.5% $1.52
TLC 30.3% $1.35
NBC 29.6% $1.20
CBS 29.1% $1.24
AMC 28.9% $1.73
Total $28.16
- 12.0% q/q

14
Less than
30 min.
TV Viewing Habits
While the bulk of the survey aims to understand respondent sentiment toward pay-
TV providers, as well as identify emerging features and services, TiVo also believes
in the importance of tracking high-level, overall TV viewing behaviors. Therefore, in
Q3 2016, one of the question formats changed to focus more on types of content
viewed, in addition to the amount of daily content consumption. According to the
Q4 2016 survey results, respondents’ TV viewing behavior, per day, is as follows
(see chart to the right for a breakdown of daily content viewing):
• 84.7% watch live TV on a daily basis.
• 71.0% watch previously recorded/DVR’d TV shows/movies on a daily basis.
• 64.7% watch OTT/streaming shows on a daily basis, an increase of 3.6% q/q.
Both live TV and recorded/DVR’d viewing decreased slightly q/q, whereas OTT
increased. While this may be due the hype surrounding OTT/SVOD services, TiVo
will continue to monitor this change. If viewing habits continue to trend downward
for live and recorded/DVR’d TV, cord-cutters could potentially increase as they
spend less time, and thus derive less value from, watching their pay-TV service.
TV VIEWING TIME
On average, how much of your daily TV viewing time is spent watching the following types of TV?
(Provide an answer to all 3 categories listed below)
Live TV accessed from
your channel guide.
Previously recorded/DVR’d
TV shows/movies.
OTT/streaming shows from services such
as Netflix, Hulu, Amazon Video, etc.
30 min. -
1 hour
1-2 hours
2-3 hours
3-4 hours
4-5 hours
5+ hours
I don’t
watch this
on a regular
basis
Q4 2016 Q4 2016 Q4 2016 Q3 2016
15.6%
13.2%
11.3%
14.8%
12.3%
11.8%
20.6%
22.5%
18.9%
14.0%
11.7%
9.2%
8.1%
5.7%
5.6%
5.2%
2.1%
2.6%
6.4%
3.4%
5.2%
15.3%
29.0%
35.3%
84.7% watch
live TV daily
71.0%
watch
recorded/
DVR’d TV
daily
64.7% watch
OTT/SVOD
content
daily:
+3.6% q/q
0 10% 20% 30% 40%5% 15% 25% 35%

15
TV Viewing Habits
In addition to type of content viewed, TiVo wanted to understand whether
respondents feel they have “too much” content to watch, or if they are pleased with
their ability to fit in all of their favorite shows on a weekly basis. In Q4 2016, a large
portion of respondents (43.5%) feel they have ample time to watch their TV shows
each week, but a large audience (31.8%) still runs out of time—and this group grew
by 3.5% q/q. Couple this increase in those who feel they run of time with the slight
decline in pay-TV content viewing and TiVo asks the question: how long will this
trend continue before consumers realize they don’t need all these options or don’t
want to pay for unviewed content?
Though TiVo will continue to collect and monitor any changes in this data, it’s
important to note that with nearly a third of respondents running out of time to
view content, content discovery becomes even more crucial in improving the overall
pay-TV experience. In order to help viewers maximize their content selection, TiVo
recommends two methods of content discovery use cases to support this effort:
predictions and recommendations.
1. Predictive recommendations take into account a subscriber’s current viewing habits
and identify key patterns. For example, if a subscriber watches “This is Us” every
Tuesday at 9 p.m., predictive recommendations should ensure that “This is Us” is
listed as the first option in the guide when the subscriber turns on their TV each week
at show time.
TIME FOR FAVORITE TV SHOWS
On average each week, do you feel you have enough time to watch all your favorite TV shows?
YES, but only if I DVR them so I can
skip the commercials.
YES, I find time each week to watch
all the shows I want to watch.
NO, I typically run out of time on
a weekly basis and do not get to
watch all my favorite shows.
Q4 2016Q3 2016
43.5%
31.8%
24.7%
28.3%
+3.5% q/q
OVERWHELMED BY CHANNELS
Do you feel overwhelmed by the number of channels available to you, and listed in your guide?
0
10%
20%
30%
40%
YES, I feel
overwhelmed
Q4 2016 Q3 2016 Q4 2015 Q4 2014 Q4 2013
“Yes”: +2.2% y/y, +4.4% over two years, +5.1% over three years
36.0%
2. If an ongoing trend is not identified for a particular time or day, then
recommendations should be delivered based on content the viewer has
previously watched.
Both methods can assist viewers in finding something they like to watch as well as
cut down on the time it takes to find something — which ultimately leaves more
time to watch content while potentially increasing the perceived value of their
pay-TV service.
In addition to respondents’ daily TV viewing habits, pay-TV providers should
understand how engaged respondents are with the channels offered to them, as
well as respondents’ ability to find something to watch while navigating the pay-TV
experience. According to Q4 2016 survey results:
• 36.0% of respondents feel overwhelmed by the number of channels available
to them.
—— This feeling of frustration is growing, with a slight increase q/q, 2.2% y/y, 4.4%
over two years, and 5.1% over three years.
—— Additionally, Q4 2016 marks the highest percentage of overwhelmed
respondents since the start of this question in Q1 2013.
• 80.9% of respondents watch 10 channels or less from their pay-TV service (see
chart on page 16).

16
TV Viewing Habits
• 58.6% of respondents feel it is easy to find something to watch on TV.
—— The respondents who feel it is easy to find something to watch on their pay-
TV service remained relatively flat q/q, y/y, but long-term satisfaction with
finding something to watch decreased 5.0% over two years.
• 58.4% of respondents are interested in a next-gen guide built with what TiVo
refers to as carousels (categorized groupings/lists of video content) to improve
their ability to find something to watch.
—— Respondents interested in a next-gen guide split into two groups: those who
prefer access to both a traditional pay-TV guide and a carousel model (36.8%),
and those who would like the guide to change altogether (21.6%), which
increased 2.7% q/q.
NUMBER OF CHANNELS WATCHED
Of the channels offered to you, how many channels do you typically watch, on average?
10 or fewer
channels
11-20+
channelsQ4 2016
80.9%
19.1%
EASY TO DISCOVER CONTENT
Do you feel it is easy to find something you “want” to watch on TV?
YES
Q4 2016
Q4 2014
-5.0% over two years
CHANNEL GUIDE OR CAROUSELS
Would you like your channel guide to be changed, so that it’s sorted or categorized into groups/lists
of TV shows or movies? For example, “What is on Now”, “Because You Watched This,” “Live Sports
On Now.”?
YES, I would like my guide to be changed
YES, but I would like access to both types
of guides (channel guide like I have today
AND groups/categories of shows)
NO, I am not interested in my guide changing
Q3 2016 Q4 2016
41.6%
36.8%
21.6% +2.7% q/q
0
40%
60%
80%
100%
20%
0 10% 20% 30% 40% 50% 60% 70%

17
CROSS-CATALOG VIEWING
With the rapid evolution of the TV industry, consumers today have more access
than ever to many different video content-viewing options. As the availability of
TV apps on mobile devices and smart TVs grows, TiVo wants to understand how
consumers discover content in their favorite apps and through their pay-TV service.
Though little integration exists between these two catalogs today, video apps are on
the rise, prompting TiVo to delve into consumer sentiments toward cross-catalog
content discovery. Therefore, a new question in Q4 2016 asks if respondents prefer
to use individual TV apps to find something to watch (Netflix, Hulu, etc), or if they
would prefer to use a unified guide-like format that combines all available content
into a single guide (combining OTT content such as Netflix and Hulu with cable/
satellite content). Results found that:
• 39.7% of respondents with pay-TV service are interested in a better way to find
content among the TV apps they utilize on their TV. The breakdown of this
audience is:
—— 18.2% would like a guide that shows what is on across all apps.
—— 21.5% would like a guide that shows what is on across all apps AND
pay-TV service.
Many pay-TV providers have been reluctant to release cross-catalog content
discovery functionality. With the looming threat of streaming devices and OTT
services, TiVo believes this hesitancy to offer cross-catalog content should be
reconsidered. To create deeper engagement, pay-TV providers should consider
allowing viewers to easily find content regardless of the source, within their primary
guide. The pay-TV provider’s goal should be to keep the subscriber in their interface
as long as possible.
CROSS-CATALOG GUIDE OR TRADITIONAL GUIDE
Do you prefer using individual TV apps to find something to watch (Netflix, Hulu, etc), or would you
prefer a unified guide-like format that combines all of your available content into a single guide
(shows all app content (Netflix, Hulu, etc.) and cable/satellite content)?
I prefer going into individual apps to find
something to watch
I would like a guide that shows me what is on
across all my apps
I am not interested in using apps on my TV
I do not have the ability to use apps on my TV
I would like a guide that shows me what
is on across all my apps AND my cable/
satellite service
Q4 2016
24.1%
20.7%15.5%
18.2%
21.5%
TV Viewing Habits

18
PVOD PURCHASES PER MONTH
On average, how many video-on-demand (movies offered through your provider) purchases does
your household make each month? (Movies purchased from on-demand stations provided by your cable/
satellite provider. Does NOT include Netflix, Redbox, iTunes, etc.)
Paid Video-on-Demand (PVOD) Offerings
0
10%
20%
30%
40%
50%
60%
0 rentals 1-2 rentals 3-4 rentals 5+ rentals <1 rental
per month
54.3%
21.2%
10.6%
8.4%
5.5%
Total PVOD Purchases: +3.5% q/q
Monthly PVOD Purchases: +5.0% q/q
Q4 2016 Q3 2016
PVOD CATALOG DISCOVERY
Do you feel it’s easy to find a movie you will enjoy in the video-on-demand catalog provided by your
cable/satellite provider? (Accessed from your guide)
YES
Q4 2016Q4 2014Q4 2013
65.5%
48.8%48.3%
40%
50%
60%
70%
+16.7% over two years, +17.2% over three years
In Q4 2016, 45.7% of respondents with pay-TV service purchase PVOD content
from their provider and of this audience, 35.1% do so on a consistent, monthly basis.
The good news for pay-TV providers is that PVOD purchases saw positive growth,
with increases of 3.5% q/q on purchases overall and monthly purchases growing by
5.0% q/q.
While purchase growth is important, respondents’ sentiments toward their
providers’ PVOD catalog is equally valuable information. In Q4 2016, 65.5% of
respondents are satisfied with their ability to find something to watch in their pay-
TV provider’s PVOD catalog. The category of those pleased with their ability to
find PVOD content has experienced significant long-term growth with increases of
16.7% over two years and 17.2% over three years.

19
OTT Trends: Subscription and Transactional
Video-On-Demand (SVOD and TVOD)
MONTHLY SUBSCRIPTION OTT/SVOD SERVICES
Do you use any of these monthly subscription services for movies or TV shows? (Choose all that apply)
Q4 2016
Q3 2016
Q4 2015
Netflix
Amazon Prime Video (free movies)
Hulu
HBO NOW (a different service from HBO Go)
YouTube Red
DirecTV Now
CBS All Access
Sling TV
PlayStation Vue
Blockbuster
I do not use any of these services
Other
5.0% 3.7% 2.8% 2.3% 2.1% 1.8% 0.6% 1.3%
Q4 2014
Q4 2013
63.8% Use SVOD Services: +8.4% y/y, +10.5% over two years, +18.5% over three years
52.8% 26.3% 11.8% 36.2%
Netflix:
+4.7% y/y, +6.4% over two years,
Amazon Prime (free movies):
+6.7% y/y, +9.6% over two years,
STATE OF ADOPTION AND MARKET SHARE OF SVOD SERVICES
In Q4 2016, 63.8% of all respondents use an SVOD service such as Netflix, Hulu, Amazon Prime, etc. Additionally, of respondents with pay-TV service, 91.1% also use one or
more SVOD service(s). Positive trends for SVOD services include:
• Adoption of SVOD services as a whole increased slightly q/q, 8.4% y/y, 10.5% over two years and 18.5% over three years.
• Respondent selection of “Amazon Prime (free movies with Prime subscription)” increased slightly q/q, 6.7% y/y, 9.6% over two years and 14.7% over three years.
• Respondent selection of “Netflix” increased slightly q/q, 4.7% y/y, 6.4% over two years and 13.8% over three years.

20
OTT Trends: SVOD and TVOD
STATE OF ENGAGEMENT WITH
SVOD SERVICES
TiVo gauges consumer engagement with SVOD services on several levels including
viewing time, monthly spend, and satisfaction with finding content — plus, the
company tracks the most desirable SVOD service features that contribute to its
large market share. Below (and continued on pages 21-22) is a breakdown of these
engagement categories for Q4 2016.
SVOD Adoption and Viewership Trends
• 92.5% of respondents who use SVOD services watch it daily, a 2.3% increase y/y.
• Respondents are watching more content on a daily basis since the four combined
categories of “2-3 hours,” “3-4 hours,” “4-5 hours,” and “5+ hours” increased by
5.4% q/q, and 6.5% y/y.
In the TV Viewing Habits section of this report, it was stated that 64.7% of
respondents with pay-TV service view content via OTT services on a daily basis, an
increase of 3.6% q/q. Couple that with the 5.4% q/q increase noted in the second
bullet above, and the positive news for SVOD providers is that daily viewership
among all respondents, both non-pay-TV and pay-TV subscribers, increased in
Q4 2016.
VIEW TIME FOR SVOD
On average per day, how many hours do you watch content on these subscription services?
5%
0
10%
15%
20%
25%
30%
35%
<1hour
1-2hours
2-3hours
3-4hours
4-5hours
5+hours
Rarely
Never
Q4 2016 Q3 2016 Q4 2015
92.5% use SVOD services daily: +2.3% y/y
21.9%
32.1%
18.5%
9.9%
4.6%
5.5%
1.3%
6.2%
2-5+ hours: +5.4% q/q, +6.5% y/y

21
SVOD BILL AMOUNT
How much do you spend each month on subscription services (combined spend on Netflix, Hulu, etc)?
Q4 2016 Q3 2016 Q4 2015 Q4 2014 Q4 2013
$1 - $2
$3 - $5
$6 - $8
$9 - $11
$12 - $14
$15 - $20
$21 - $24
I do not pay for these
services because I have
access through another
person’s account
0 10% 20% 30% 40%5% 15% 25% 35%
3.3%
3.2%
13.2%
31.9%
10.5%
15.7%
3.0%
8.2%
$9-$11:
+9.0% y/y,
+10.0% over two years,
55.6% of
respondents
spend$6-$14
a month
$25-$30+:
+4.6% over two years
$25 - $30+
11.0%
SVOD Monthly Spend Trends
• 55.6% of respondents spend $6-14 a month on SVOD services each month.
• The spend category of $9-11 increased slightly q/q, 9.0% y/y, 10.0% over two
years, and 12.3% over three years.
• The combined spend categories $25-$30+ increased slightly q/q and y/y, and
4.6% over two years.
• Those who selected, “I do not pay for these services because I have access
through another person’s account,” make up the fourth largest group of
respondents (11.0%). This group saw slight growth q/q — highlighting a trend
TiVo will continue to monitor.

22
NETFLIX’S APPEALING FEATURES
If you are a Netflix subscriber, which of the below features of Netflix’s service do you find appealing?
(Choose all that apply)
0 10% 20% 30% 40%
PRICE
The cost of Netflix plays a key role
in why I use the service
CUSTOM PROFILES
All members of your household
can create their own
SEARCH
The ability to search for a
piece of content to watch
AUTO-PLAY TO
THE NEXT EPISODE
Next show comes on
automatically
RECOMMENDATIONS
Shows to watch that are
personalized to you based on
what you have previously watched
PRE-MADE LISTS OF SHOWS
Such as “Because You Watched,”
“Kids Movies,” etc
I have a Netflix account,
but do not find any of
these features valuable
I do not have a
Netflix account
50% 60%
Q4 2016 Q3 2016
57.6%
56.2%
50.4%
49.9%
42.4%
35.6%
4.2%
9.9%
+2.2% q/q
+4.2% q/q
+4.3% q/q
+2.3% q/q
Sentiments Toward SVOD User Experiences
• Of those respondents who use an SVOD service, 81.2% are pleased with
the ability to find something to watch, a percentage that experienced a slight
increase y/y.
• Because Netflix is the clear leader in the SVOD industry, it’s important to
understand why their service is so appealing to respondents. For the third
quarter in a row, the top three most appealing features are:
—— “Price (the cost of Netflix plays a key role in why I use the service)” – 57.6%
—— “All members of your household can create their own profile” – 56.2%
—— “Search (the ability to search for a piece of content to watch)” – 50.4%
• Several positive growth trends prove the importance of usability and viewer
ability to easily find something to watch. For instance:
—— “Auto-Play to the next episode (next show comes on automatically)” increased
2.2% q/q.
—— “Recommendations of shows to watch that are personalized to you based on
what you have previously watched on Netflix” increased 2.3% q/q.
—— “All members of your household can create their own profile” increased
4.2% q/q.
—— “Pre-made lists of shows just for you, such as ‘Because You Watched,’ ‘Kids
Movies,’ etc.” increased 4.3% q/q.
SVOD CONTENT DISCOVERY
Do you feel it is easy to find something you “want” to watch on these subscription services?
YES NOQ4 2016
81.2%
18.8%

23
FREE SERVICE
If Netflix or Hulu offered a FREE TV service, but you were required to watch commercials, would
you consider using it?
YES, I will watch
commercials if
the service is free
NO, I will not use it
because I don’t want
to watch commercials
IF YES...
How many commercials per 30 minutes would you tolerate?
1
commercial
2
commercials
3
commercials
4
commercials
5
commercials
6-10
commercials
Q4 2016 Q3 2016
15.4%
30.5%
23.9%
13.2%
7.8%
9.2%
0 20%10% 30% 40%
83.0% would
watch 4 or less
commercials
+2.8% q/q
IF NO...
Would you tolerate commercials if they were personalized to you based on your interests
and/or viewing preferences?
YES, I would tolerate commercials
if they were more relevant to me
0
20%
40%
60%
80%
100%
NO, I am not interested in
commercials on streaming services
14.9%
85.1%
Q4 2016
68.0%32.0%
Ad-Supported SVOD
TiVo wanted to engage with respondents to determine how far SVOD services
could go to gain adoption through affordable, ad-driven services. In the Q3 2016
Video Trends Report, TiVo introduced a question that asked: if Netflix or Hulu offered
a free TV service requiring viewers to watch commercials, would the respondent
consider using it? In Q4 2016, 68.0% of respondents would be interested in
watching a free TV service offered by a provider such as Netflix or Hulu, even if the
service included commercials. However, interest in this type of service decreased
slightly q/q. Of those willing to watch a free service with commercials, 83.0% would
watch four or fewer commercials in a 30-minute show. Those who would only watch
one commercial increased 2.8% q/q.
Of the 32.0% of respondents who are not interested in a free TV service, 14.9% of
those would consider it if the commercials were personalized or relevant to their
own viewing habits.

24
The Split Future of SVOD Streaming Services
This quarter, it’s clearer than ever that the OTT
space is becoming increasingly crowded. The
launch of DirecTV Now1
introduces yet another
option targeting potential cord-cutters with an
enticing skinny bundle. In a recent article by CED
Magazine the service was described in this way:
Additionally, Sling TV announced it is
enhancing its functionality through a beta
test of cloud DVR, which will store up to 100
hours of programming.3
While this is most
likely a competitive differentiator, the services
historically classified as SVOD are evolving
into two categories: traditional SVOD such as
Netflix and Hulu, and then services offered by pay-TV providers that are essentially
virtual Multichannel Video Programming Distribution (MVPDs). Since these two
new launches are likely not the last, these categories could be broken out separately
in future reports to provide more accurate analysis of these trends.
The release of these so-called streaming pay-TV services has created much
speculation on how they differ in quality from traditional cable/satellite services.
For instance, a recent article by Walt Mossberg4
looks at each of these services
and discusses the flaws. In order to provide real, valuable feedback on these issues,
TiVo’s quarterly reports will continue to monitor adoption and engagement of these
services as well as how respondents feel about topics such as channel selection,
content discovery, and streaming quality.
“As expected, AT&T’s strategy for DirecTV Now is particularly focused on
appealing to those that do not have pay TV and dissatisfied subscribers
of competing services. In other words, it’s aimed directly at cord cutters or
consumers who do not want to or are unable to commit to a satellite dish or
a cable contract. ‘This is rules-free TV for anyone in the U.S. who wants to
stream shows and movies anytime, anywhere. For the more than 20 million
U.S. households who have dropped cable or are flirting with cutting the cord,
we’re now delivering video over a technology platform that will have multiple
product capabilities,’ AT&T said in a statement.”2
1 DirectTV Now was added to the survey in Q4 2016 and TiVo will continue to monitor adoption of this service.
2 Hamilton, Laura. “DirecTV Now Takes Direct Aim at Cord Cutters.” www.cedmagazine.com. N.p., 22 Dec. 2016. Web. 25 Jan. 2017.
3 Frankel, Daniel. “Sling TV Beta-testing Cloud DVR.” FierceCable. N.p., 28 Nov. 2016. Web. 25 Jan. 2017. <http://www.fiercecable.com/cable/sling-tv-beta-testing-cloud-dvr utm_medium=nl&utm_source=internal&mrkid=6
47090&mkt_tok=eyJpIjoiTkRGak1ETTJOVGd6T1dVdyIsInQiOiJjaXFybUtUWm9zYmpubmQzRHBiRXZhM1FOTGRmQ1BXeVR1ek1ISkZYRUVnMW5hTHZcL1QzY3FzT3l1Tysxd20xNlB4NDJnM1hUcWxuMkMrVzFtZ
VBGNWxKenNKd3BQTmVRempGdnVVR3Z5OUU9In0%3D>.
4 Mossberg, Walt. “Streaming TV Is Beginning to Look a Lot like Cable.” The Verge. The Verge, 11 Jan. 2017. Web. 25 Jan. 2017. <http://www.theverge.com/2017/1/11/14230882/mossberg-streaming-tv-is-beginning-to-
look-a-lot-like-cable>.

25
TVOD SERVICES
Do you rent, or purchase movies from services like Amazon, CinemaNow, iTunes, Redbox kiosks, Vudu, etc.? (Choose all that apply)
Amazon Video
Redbox Kiosks (at stores)
iTunes
Google Play
YouTube Movies (paid movies)
Vudu
CinemaNow
Flixster
I do not use these services
Other (please specify)
Q4 2016
Q3 2016
Q4 2015
1.9%
Q4 2014
Q4 2013
38.2% use TVOD services: +3.8% y/y, +7.1% over two years, +9.4% over three years
17.3% 13.8% 8.1% 61.8%
Amazon: 7.3% over two years, +8.8% over three years
6.1%
3.2% 2.4% 2.1% 1.2%
TVOD Adoption
• In Q4 2016, 38.2% of all respondents use a TVOD service, such as Redbox kiosks or iTunes. More specifically, of those respondents who have pay-TV service, 54.0% use a
TVOD service as well.
• In contrast to the last report, Q4 2016 shows that TVOD services experienced healthy growth overall.
—— Adoption is up slightly q/q, 3.8% y/y, 7.1% over two years, and 9.4% over three years.
—— However, the only service that saw notable and consistent growth was Amazon Video, with numbers up slightly q/q and y/y, 7.3% over two years, and 8.8%
over three years.

26
10%
0
20%
30%
15%
5%
35%
25%
Less than
1hr.
1-5
hours
5-10
hours
10-15
hours
15-20
hours
20+
hours
Never
24.9%
Rarely
Q4 2016 Q4 2015
70.3% watch content on a weekly basis: +3.1% y/y
VIEW TIME FOR TVOD SERVICES
On average per week, how many hours do you watch content on these pay-per-rental services?
17.8%
33.7%
8.9%
4.2%
3.2%
2.5%
4.8%
TVOD Monthly Spend Trends
• 45.4% of respondents spend $1-8 per month.
—— The combined categories of $6-14 increased 2.6% q/q, and 4.4% y/y.
TVOD Engagement Trends
• Of respondents who use TVOD services, 70.3% watch content on a weekly basis,
an increase of 3.1% y/y.
—— Of weekly viewers, the largest group (33.7%) watches TVOD services 1-5
hours per week.
In the midst of all the hype of SVOD service, it is positive news for TVOD providers
to also see growth in overall adoption, monthly spend, and weekly viewing.
MONTHLY SPEND ON TVOD SERVICES
How much do you spend per month renting movies from these pay-per-rental services?
$3 - $5
5%
0
10%
15%
20%
25%
30%
$6 - $8 $9- $11 $12 - $14 $15 - $30 $30+
I use these
services
occasionally,
but not on a
monthly basis$1 - $2
35%
Q4 2016 Q3 2016 Q4 2015
13.4%
19.6%
12.4%
9.3%
6.9%
9.8%
1.5%
27.1%
45.4% spend $1-$8 per month
$6-$14: +2.6% q/q, +4.4% y/y

27
The Enticement of OTT Services to Consumers
The Q4 2016 survey results show positive results across the board for both SVOD
and TVOD providers. Both categories saw increases in overall adoption, daily/
weekly viewership, and amount spent. Therefore, it’s imperative to understand
why both SVOD and TVOD services are so appealing to consumers. The top five
reasons are:
• “Convenience” – 36.0%
• “Ability to watch certain TV shows and whole seasons” – 32.1%
• “No commercials or ads” – 32.1%
• “It’s cheaper” – 29.2%
• “Ability to watch TV/movies on your computer” – 24.0%
Ability to watch
TV/MOVIES ON
YOUR COMPUTER
Ability to watch
CERTAIN TV SHOWS &
ENTIRE SEASONS
WHY USE OTT SERVICES
Why do you use these third-party rental and/or monthly subscription services like Amazon, iTunes,
Netflix, Vudu, CinemaNow, Blockbuster, Redbox, YouTube? (Choose all that apply)
0 10% 20% 30%
CONVENIENCE
IT’S CHEAPER
40%
NO COMMERCIALS
OR ADS
BETTER SELECTION
EASIER TO FIND
what you’re looking for
Ability to watch
TV/MOVIES ON
YOUR IPAD/TABLET
Ability to watch
TV/MOVIES ON
YOUR SMARTPHONE
I ENJOY THE
ORIGINAL CONTENT
offered by these services
I rent from these services
because I DO NOT HAVE
CABLE/SATELLITE SERVICE
36.0%
32.1%
32.1%
29.2%
24.0%
22.9%
20.8%
20.5%
18.2%
16.1%
6.1%
5% 15% 25% 35%
35.3%N/A

28
Connected Devices
STREAMING DEVICES
Because consumers now have dozens of services for viewing TV, as well as multiple
screens on which to stream video content, it’s important to keep a pulse on overall
device ownership and engagement as it relates to pay-TV service. In addition to
ownership and engagement, TiVo also seeks to understand why some respondents
do not own a streaming device during an era of so much media and advertising
hype for these devices. Therefore, new in the Q4 2016 Video Trends Report, a series
of questions provide the answers to these topics. Below is a breakdown of market
share and engagement for streaming devices:
• 56.7% of respondents own a streaming device. The top three most popular
devices are:
—— “Gaming Consoles (e.g. Xbox, Sony PlayStation, etc.)” – 24.7%
—— “Wi-Fi-enabled Blu-ray Player” – 16.3%
—— “Apple TV” – 11.7%
• 12.1% of respondents use their streaming device to access their pay-TV service.
• 18.9% of respondents have replaced one or more of their pay-TV provider’s
STBs with a streaming device.
What does this mean for pay-TV providers? The fact that 12.1% use their
streaming device to access their pay-TV provider’s app leads to the following
two observations:
1. Partnerships between streaming devices and pay-TV providers are
beneficial because they offer another medium in which subscribers can
access their service.
2. With so many ways to watch content, pay-TV providers must remain vigilant
about upgrading and marketing the benefits of their services, in order to
demonstrate value and avoid replacement of their service with video apps only.
While it’s concerning that 18.9% of respondents have already replaced a STB
with a streaming device, could this trend also be the tip of the iceberg to cutting
more pay-TV services?
STREAMING DEVICE OWNERSHIP
Do you own any of these streaming devices? (Choose all that apply)
Gaming Consoles (i.e. Xbox,
Sony PlayStation, etc.)
Wi-Fi-enabled Blu-ray Player
Apple TV
Google Chromecast
Roku Streaming Player
Amazon Fire TV Stick
Roku Streaming Stick
TiVo Bolt/TiVo Roamio/TiVo Roamio Plus/
TiVo Roamio OTA
Boxee TV
I do not own any of these devices
43.3%
24.7%
16.3%
11.7%
11.2%
10.9%
8.3%
4.2%
1.7%
1.2%
Q4 2016
REPLACE SET-TOP BOXES WITH STREAMING DEVICES
If YES, have you replaced any set-top boxes in your home with a streaming device, and if so, do you
use it to access your cable/satellite service? (Choose all that apply)
YES, I use my streaming device to
access my cable/satellite service.
YES, I have replaced one or more of
my cable/satellite provider’s set-top
box(es) with a streaming device.
NO, I have not replaced any of my
cable/satellite provider’s set-top
box(es) for a streaming device.
N/A
0 10% 20% 30% 40% 50% 60%
18.9%
12.1%
57.6%
15.6%

29
Connected Devices
NO STREAMING DEVICE, WHY?
If NO, why have you not purchased a streaming device?
0 10% 20% 30%5% 15% 25% 35%
30.7%
28.8%
17.2%
13.0%
10.3%
STREAMING DEVICES (CONTINUED)
The lack of promotion of viewers’ ability to access pay-TV providers’ apps on a
streaming device still remains unclear. Though STB rentals are a large revenue-
generator for pay-TV providers, the additional charge generates frustration among
price-conscious subscribers, and may eventually be cited as a justification for cord-
cutting. Yet with a streaming device that costs approximately $50, households can
add pay-TV service to any TV in their home without the monthly rental cost. While
pay-TV providers might lose out on monthly STB rental fees when subscribers
choose this option, access to an app creates stickiness within the household, which
may make the decision to the cut cable more difficult.
As with other topics in this report, TiVo believes it is important to better
understand the audience who is not leveraging streaming devices today. What is
causing respondents to stay away from one of the hottest trends in TV? The top
reasons are:
• “I do not need one in addition to my cable/satellite service.” – 30.7%
• “I am not familiar with streaming devices.” – 28.8%
• “I can’t afford both a streaming device and cable/satellite service.” – 17.2%
• “I only stream content on my smartphone and/or tablet.” – 13.0%
Based on one quarter’s results, it is too early to draw major conclusions from these
results, but as this market evolves and TiVo collects more data, this report will
continue to identify meaningful trends and key takeaways on this topic.
I do not need one in addition
to my cable/satellite service
I am not familiar
with streaming devices
I can’t afford both a streaming
device and cable/satellite service
I only stream content on my
smartphone and/or tablet
Other

30
STREAMING DEVICES AND THEIR EFFECTS ON CONSUMERS’
PLANS TO CUT PAY-TV OR SWITCH TO OTT
Pay-TV subscribers*
Does not own
streaming device
Owns
streaming device
Does not plan to cut cable service 94.7% 90.6%
Plans to cut cable service 5.3% 9.4%
As streaming devices rise in popularity and enable access to OTT services via video apps, TiVo wanted to measure this viewing behavior evolution and its effect on future cable
cutting. Therefore, TiVo’s Data Science Team analyzed the survey results to more closely examine the following two scenarios:
1. Whether respondents with pay-TV service who also own a streaming device are more likely to cut cable service and/or switch to an online app or OTT service.
2. Whether streaming device owners who replaced a pay-TV provider’s STB are more likely to cut cable service and/or switch to an online app or OTT service. For example,
instead of paying for the STB in the master bedroom, a homeowner uses a Roku device instead to watch live TV via the Time Warner Cable app.
Streaming Device Owners Who Replaced STBs
Pay-TV subscribers who own a
streaming device*
Did not use streaming
device to replace STB
Used streaming device
to replace STB
Nearly nineteen percent of pay-TV subscribers used a streaming device to replace
their STB in Q4 2016. Of those who did, 20.4% plan to cut cable service in the next six
months — a rate that is nearly five times that of those who did not replace their STB
with a streaming device, but still plan to cut cable service . Additionally, considering the
statistics in the previous chart, it’s interesting to note that those who have replaced their
STB with a streaming device are twice as likely to cut cable service than those with just a
streaming device.
Streaming Device Owners Who Plan to Cut Cable Service
Pay-TV subscribers who own a streaming device are nearly twice as likely to have
plans to cut cable service in the next six months (9.4%) than those who do not own
a streaming device (5.3%).
Pay TV subscribers who own
a streaming device*
Does not use
streaming device to
access pay-TV service
Uses streaming
device to access
pay-TV service
Using a Streaming Device to Access Cable Service
Though not all pay-TV subscribers use a streaming device to replace their STB,
12.1% use a streaming device to access cable. For those who do this, plans to cut
cable service are just shy of three times the rate for those who don’t.
This suggests an opportunity for pay-TV providers to slow down the rate of churn
by making their content more accessible on streaming devices (20.4% > 14.0%).
If service providers’ STBs became a competitive streaming device, churn in this
market segment could drop to 4.5%, potentially even lower with the inclusion of this
value add.
*This analysis is statistically significant with p<0.01 by Fisher’s Exact Test.

31
STREAMING DEVICES AND THEIR EFFECTS ON CONSUMERS’
PLANS TO CUT PAY-TV OR SWITCH TO OTT (CONTINUED)
Pay-TV subscribers*
Doesn’t own
streaming device
Owns
streaming device
Is not planning to switch to an online
app or rental service instead of a
98.4% 95.6%
Is planning to switch to an online app
or rental service instead of a cable/
satellite service
1.6% 4.4%
Streaming Device Owners Who Plan to Switch to OTT Service
Though the potential for churn is certainly present, the following analysis proves
that most respondents with both pay-TV service and a streaming device do not plan
to switch to using an OTT service exclusively. However, pay-TV subscribers who
own a streaming device are nearly three times more likely to switch to an online
app or OTT service — and are yet another group who could fall into the cord-cutter
bucket if they switch and no longer use their pay-TV service.
Of pay-TV subscribers who own a
streaming device*
Did not use streaming
device to replace STB
Used streaming device
to replace STB
Is not planning to switch to an online
app or rental service instead of a
97.7% 93.0%
Is planning to switch to an online app
or rental service instead of a cable/
satellite service
2.3% 7.0%
Streaming Device Owners Who Replaced STB and Plan to Switch to
OTT Service
Respondents who used a streaming device to replace one or more of their pay-TV
provider’s STBs want to switch to an OTT or online app at a slightly higher rate.
Respondents who replaced their STB are nearly three times more likely to switch to
an online app or OTT service in the next six months.
*This analysis is statistically significant with p<0.01 by Fisher’s Exact Test.
Though those planning to cut cable remain a minority, what could be driving this tendency? Could the accessibility of online-app content be making pay-TV service less
desirable? Or are streaming devices’ user experiences an influencing factor for those who want to cut pay-TV service? People often say they might cut cable service, but in reality
this proves to be a difficult decision that can drag out for months or even years. Future reports will potentially explore these topics, in addition to whether respondents follow
through with cutting pay-TV service, to further identify the effects streaming devices have on consumers’ continued engagement with pay-TV service.

32
Q4 2016
30.9%
Pay-TV Providers’ TV Everywhere Offerings (TVE)
State of Awareness
Almost half (49.1%) of respondents are aware of their pay-TV provider’s app. Great
news for pay-TV providers is that TVE app awareness grew 2.0% q/q and 9.1%
y/y. In Q4 2016, survey respondents are more aware of TVE offerings than in any
quarter measured before, since the start of this question four years ago in Q4 2012.
State of Adoption
Thirty percent of respondents access their pay-TV provider’s TVE app, a trend that
saw positive growth with increases of 2.8% q/q and 9.4% y/y. Again, adoption of TVE
apps is the highest across all quarters dating back to Q2 2013.
TV EVERYWHERE: AWARENESS
Does your cable/satellite provider offer an app(s) that allows you to watch TV/movies on devices
such as a smartphone, iPad/tablet, or a computer/laptop?
0 10% 20% 30% 40% 50%
YES
Q4 2016
Q3 2016
Q4 2015
49.1%
47.1%
40.0%
+2.0% q/q, +9.1% y/y
TV EVERYWHERE: ADOPTION
Do you access your cable/satellite provider’s TV offering on your iPad/tablet, smartphone, and/or computer/laptop?
YES
Q3 2016Q4 2015Q4 2014Q4 2013 Q2 2016Q1 2016Q3 2015Q2 2015Q1 2015Q3 2014Q2 2014Q1 2014Q3 2013Q2 2013
20%
25%
30%
15%
30.9% is the highest result since the introduction
of this question in Q2 2013: +2.8% q/q, +9.4% y/y
35%

33
Pay-TV Providers’ TVE Offerings
TV EVERYWHERE: WEEKLY USAGE
If yes, how often do you use your cable/satellite provider’s app, or TV everywhere offering, on a
weekly basis?
10%
0
20%
30%
40%
50%
21.0%
Q4 2016 Q3 2016 Q4 2015
7daysaweek
Rarely
Never
6daysaweek
5daysaweek
4daysaweek
3daysaweek
2daysaweek
1daysaweek
3.8%
6.1%
6.0%
7.0%
7.1%
10.5%
25.6%
12.9%
61.5% use on a weekly basis: +3.1% q/q, +16.1% y/y
State of Viewing and Engagement
Sixty-one percent of respondents who use their pay-TV provider’s TVE app use it on
a weekly basis, which is an increase of 3.1% q/q, 16.1% y/y. Among weekly users, a
majority (24.8%) use it six to seven days a week.
In addition, 58.0% of respondents are engaged with content discovery functionality
(search and/or recommendations) offered in their pay-TV provider’s TVE app. Here
is a breakdown of usage and engagement with content discovery functionality:
• “Search (you type in a title or topic to search for)”
—— Used by 46.7% of respondents.
—— Engagement with search functionality increased slightly q/q and 5.3% y/y.
• “Recommendations (Similar Titles, Suggested for You, Because You Watched)”
—— Used by 27.5% of respondents.
—— Engagement with content recommendations increased slightly q/q and
2.8% y/y.
TV EVERYWHERE: CONTENT DISCOVERY USAGE
Do you leverage any of the following features in your cable/satellite provider’s app?
(Choose all that apply)
NO
These are NOT
offered in my
cable/satellite
provider’s app
NO
These are offered,
but I do not use
these features
Q4 2016 Q3 2016 Q4 2015
0
10%
20%
30%
40%
50%
SEARCH
(You type in a
title or topic
to search for)
RECOMMENDATIONS
(Similar Titles,
Suggested for You,
Because You
Watched)
46.7%
27.5%
29.8%
12.2%
+5.3% y/y
58.0% use Search and/or Recommendations
+2.8% y/y

34
TV Network Apps
TV NETWORK APPS
Do you have any of the following TV/TV Network apps downloaded on your iPad/tablet and/or
Smartphone? (Choose all that apply)
YES, I use
one or more
of these
apps
NO, I do not
use any of
these apps
Q4 2016
Q4 2015
28.1%
71.9%
23.8%
76.2%
ABC
CNN
HBOGo
WatchESPN
CBS
NBC
CBC
A&E
Discovery Channel
FOX
History Channel
Disney
NBC Sports
BBC
Comedy Central
FOX News
Showtime
The CW
FOX Sports
HBO NOW
ABC Family
(renamed to Freeform)
Nickelodeon
MTV
PBS Kids
MSNBC
Turner Entertainment
(CNN, TNT, CN, TBS, etc.)
5.5%
5.3%
4.7%
4.5%
4.4%
4.1%
4.0%
3.5%
3.2%
3.2%
3.2%
3.1%
3.1%
2.9%
2.9%
2.8%
2.8%
2.5%
2.4%
2.3%
2.2%
1.9%
1.8%
1.8%
1.5%
1.3%
0 6%1% 2% 3% 4% 5%
+4.3% y/y
TV NETWORK APPS
How often do you use these TV/TV Network apps?
0
10%
20%
30%
40%
50%
60%
70%
80%
WEEKLY
(1-7 days)
NEVERRARELY
(<1 day)
68.3%
+9.0% y/y, +11.9% over two years
26.2%
5.5%
7 days
a week
6 days
a week
5 days
a week
4 days
a week
3 days
a week
2 days
a week
1 day
a week
5.4%
8.2%
9.5%
9.1%
11.0%
5-7 Days a Week: 30.5%
0
10%
20%
Q4 2016 Q3 2016 Q4 2015 Q4 2014
5%
15%
25%
4.0%
1-3 Days a Week: 29.6%
21.1%
In addition to pay-TV providers’ TVE offerings, TV networks continue to deploy and
update enticing mobile apps that connect the viewer to their content. While many
of these apps still require the consumer to have pay-TV service in order to view
content, TiVo tracks TV network app adoption to understand if these offerings are
gaining traction among respondents. In Q4 2016, 28.1% of respondents use TV
Networks apps, an increase of 4.3% y/y. The top five most popular TV network apps
are: ABC, CNN, HBOGo, WatchESPN and CBS.
In addition, 68.3% of respondents use one or more TV network apps on a weekly
basis, which is a slight increase q/q, 9.0% y/y and 11.9% over two years. Of those
who use TV network apps, weekly usage breaks down to:
• 29.6% of respondents use TV network apps one to three days a week.
• 30.5% of respondents use TV network apps five to seven days a week.

35
FINDING SOMETHING TO WATCH
How often do you get frustrated when trying to find something to watch on TV?
0
10%
20%
30%
40%
50%
60%
NEVER, I can usually
always find something
I ALWAYS
feel frustrated
Q4 2016 Q3 2016 Q4 2015 Q4 2014
22.8%
12.4%
10.9%
I SOMETIMES
feel frustrated
66.3% “Always” or “Sometimes” feel frustrated:
+3.0% y/y, +4.9% over two years
53.9%
N/A
In Q4 2016, 66.3% of respondents become frustrated “always” or “sometimes”
when trying to find something to watch on TV. This frustration has increased slightly
q/q, 3.0% y/y and 4.9% over two years.
Another source of frustration when navigating the myriad of available content
sources and platforms is inconsistency in content availability. As consumers become
increasingly connected and mobile, many are discovering that some content is only
available on certain services, devices, or platforms — or that specific episodes and
seasons are trapped behind additional pay walls.
In Q4 2016, 32.2% of respondents stopped watching a show they previously
enjoyed because it became too hard to access and this behavior increased 4.0% q/q.
Below are the primary drivers for why respondents “show-dumped” and gave up on
the content (see charts on page 36):
• “New seasons and episodes were not available on a streaming service” – 31.0%,
an increase of 6.2% q/q
• “The content is not available on the streaming services I currently subscribe to” –
29.7%, an increase of 2.7% q/q
• “I downgraded my TV package and no longer have access to the channel the
content was on” – 18.0%, a decrease of 3.1% q/q
This data suggests that content owners must be cautious when implementing
fragmented access and pay structures. Long-term viewership and engagement
should be considered against short-term licensing incentives that may prevent
viewers from watching content in a seamless, continuous fashion.
Content Discovery:
Recommendations, Search and Sports Discovery

36
TROUBLE FINDING CONTENT
Have you ever stopped watching a show that you previously enjoyed because it became too difficult
to access the content?
YES NO
IF YES...
From the following list, please select the main reason the content became too difficult
to access:
I cut the cord and the content
is only available on my
Pay TV service
I downgraded my TV package
and no longer have access to the
channel the content was on
The content is not available on
the streaming services I currently
subscribe to (e.g. Netflix, Hulu)
New seasons and episodes
were not available on a
streaming service
Other
0 5% 10% 15% 20% 25%
12.0%
30%
9.3%
18.0%
29.7%
31.0%
35%
Q3 2016 Q4 2016
67.8%
32.2%
71.8%
28.2%
+4.0% q/q
Content Discovery:
In addition to overall frustration, TiVo seeks to understand whether respondents
are leveraging third-party services to find something to watch. In Q4 2016, 34.7%
of respondents use a service to help them find something to watch on TV. For the
third quarter in a row, the top three most popular services are:
• IMDB – 15.8%
• TV Guide – 13.4%
• Rotten Tomatoes – 11.8%
With an increasing number of consumers leveraging third-party review services
to make viewing decisions, pay-TV providers should consider following some of
their peers’ recent moves to add this data to the details page of content on their
interface. Again, this is another way to create stickiness within pay-TV providers’
own solutions instead of losing viewers to an external service. This improvement
in the user experience could ultimately create a positive increase in viewers’
sentiment toward their pay-TV service.
THIRD-PARTY ENTERTAINMENT SOURCES
Do you use any of the following services to find something to watch on TV (not just for movie theater
information)? (Choose all that apply)
0 10% 20% 30% 40% 50% 60% 70%
65.3%
11.8%
13.4%
15.8%
2.0%
2.1%
2.4%
IMDb
TV Guide
Rotten Tomatoes
Moviefone
Common Sense Media
Fan TV
I do not use any
of these services
34.7%
use a service to
help them find
something to
watch on TV
Q4 2016 Q3 2016
+6.2% q/q
+2.7% q/q
-3.1% q/q

37
RECOMMENDATIONS
Does your cable/satellite provider make recommendations of TV shows and Movies to you based on
your interests, past viewing habits, etc. (personalized to you)?
Q4 2016
16.4%
15.9%
42.4%
YES
NO
N/A
IF NO...
Would you like to have TV shows and movies
recommended to you (and personalized to
your likings)?
0
10%
20%
30%
40%
50%
YES
IF YES...
Do you feel the recommendations
are accurate/relevant?
ALWAYS
accurate
SOMETIMES
accurate
NEVER
accurate
25.3%
I DON’T KNOW
Q4 2016Q3 2016
43.6%
+5.1% q/q
I DON’T KNOW
because I have
never paid attention
to, or used, the
recommendations
17.0%
62.1%
7.5%
13.4%
RECOMMENDATIONS
In Q4 2016, 16.4% of respondents answered that their pay-TV provider makes
recommendations of TV shows and/or movies based on their interests or past
viewing habits. The segment of respondents with access to recommendations
has seen little growth over the course of this survey. This is no surprise to TiVo,
who works with the top North American pay-TV providers to implement this
functionality. While many pay-TV providers have successfully launched content
recommendations on their TVE product, STB launches have been more staggered.
However, as rollouts of this functionality continue to pick up, TiVo wanted to track
respondents’ awareness of recommendations, or lack thereof, in order to more
accurately educate pay-TV providers on how to market to their subscriber base.
Therefore, this question was changed in Q4 2016 to not only gauge whether
respondents have access to video recommendations, but also to see if there is
an awareness gap, or if there is a group unsure of whether their pay-TV provider
offers content recommendations. The results show there is in fact a sizeable
awareness gap — 25.3% of respondents are unaware if they have access to content
recommendations.
In the case of respondents who know that they have content recommendations,
79.1% answered that recommendations are “always accurate” or “sometimes
accurate.” Though the percentage of respondents satisfied with accuracy is high,
13.4% could not rate the quality of the recommendations because they never
use the functionality to begin with. This answer choice was newly added to the
survey in Q4 2016 to identify if an audience existed who is aware of content
recommendations, but chooses to ignore them. Though the percentage is currently
low (13.4%), it is an indicator of disengagement with this functionality. TiVo will
continue to track this behavior to identify trends among this audience.
Of respondents without access to content recommendations, 43.6% answered
they would like TV shows and/or movies to be recommended to them, which is an
increase of 5.1% q/q. With nearly half of respondents desiring recommendations,
combined with a decent q/q increase in this answer choice, it is clear to TiVo that the
market is ready for a better pay-TV user experience and consumers are eager for an
improvement in their ability to find something to watch.
Content Discovery:

38
LIST/CATEGORY SEARCH
Do you use the pre-made category lists to search for channels such as “Family/Kids Shows,” “Sports,”
“Lifestyle Channels?”
NO, I don’t use this type of search, but
my cable/satellite provider does offer
this functionality
NO, and I don’t think my
cable/satellite provider offers
this functionality
YES 23.3%
38.9%
33.4%
0 10% 20% 30% 40%
N/A 4.4%
SEARCH
Search is another form of content discovery, and like the video industry as a whole,
this functionality has evolved over the lifetime of this report. Therefore, to account
for the various methods offered today, this report breaks search functionality into
three categories: lists or category searches, text search and voice search.
Lists or Category Searches
In Q4 2016, 23.3% of respondents use the pre-made category lists to search for
channels such as “Family/Kids Shows,” “Sports” and “Lifestyle Channels.” However,
pay-TV providers can still focus on a larger audience, which includes:
• 38.9% who do not use it, but have the ability to leverage this functionality.
• 33.4% who do not leverage this functionality and are unsure if this functionality
is offered to them. Potentially another awareness issue, targeted marketing
to those subscribers not using list/category search could shift this audience to
become more engaged with this functionality.
Content Discovery:

39
IF YES...
Do you feel the search results are accurate?
YES, I feel the results are accurate
Q4 2016 Q4 2015
+3.2%y/y
86.0%
0
20%
40%
60%
80%
100%
TEXT SEARCH
Do you ever type in a TV show, movie title, or topic into a search box to find something to watch in
your cable/satellite guide?”
Q4 2016 Q4 2015
YES
NO
49.2%
46.9%
+5.0% y/y
0 10% 20% 30% 40% 50%
IF NO...
Why don’t you use the search functionality offered to you? (Choose all that apply)
SEARCH IS NOT OFFERED
by my cable/satellite provider
I ONLY WATCH A FEW CHANNELS
so no need to search
I AM NOT INTERESTED
in searching for TV Shows/Movies
I DO NOT KNOW HOW
to use the search feature
It takes TOO MUCH TIME
OTHER
Q4 2016 Q3 2016
0 10% 20% 30% 40%5% 15% 25% 35%
38.5%
20.0%
19.3%
18.5%
15.3%
3.2%
+3.3% q/q
Text Search
Nearly half (49.2%) of respondents type in a search term, a behavior that increased
5.0% y/y. This is also the highest level of search adoption since the start of this
question in Q1 2013. Additionally, of those who use text search, 86.0% feel that
search results are accurate—and accuracy increased 3.2% y/y.
Why are only half of respondents using text search? For the second quarter in a row,
the top three reasons respondents do not use text search are:
• “I only watch a few channels, so no need to search” – 38.5%, with an increase of
3.3% q/q
• “It takes too much time” – 20.0%
• “I am not interested in searching for TV shows/movies” – 19.3%
Content Discovery:

40
VOICE SEARCH
Do any of the devices you view TV and/or movies on allow you to talk into the device to search for a
TV show/movie, or change channels, etc.? (For example, use your voice to say, “Is a scary movie on now?”)
YES,
I use my voice to
find something to
watch
YES,
this is available to
me, but I DO NOT
use it
Q4 2016 Q4 2015
IF YES...
How often do you use voice search?
1-3 searches
per week
4-7 searches
per week
8-11 searches
per week
12-15 searches
per week
16+ searches
per week
<1 search
per week
0
10%
20%
5%
30%
15%
25%
35%
16.3%
0
10%
20%
30%
40%
50%
NO,
and I am not
interested in using
my voice to find
something to watch
NO,
but I would like
the ability to use
my voice to find
something to
watch
I am not sure if
this is available
to me
8.5%
10.7%
39.4%
19.6%
21.8%
+3.1% y/y
+4.6% y/y
6.2%
27.8%
26.2%
14.4%
9.1%
Q4 2016 Q3 2016 Q4 2015
12-16+ Searches:
+7.1% y/y
Weekly Usage:
+7.0% q/q, +9.7% y/y
Voice Search
Only 8.5% of respondents use voice search to find something to watch and while
this might not be a huge audience, it did increase 3.1% y/y. Of respondents using
voice search, 83.7% do so on a weekly basis. Though they still make up a relatively
small audience, those that do leverage voice search functionality are using it more
often — and weekly usage is up 7.0% q/q and 9.7% y/y. Also, the categories “12-15
searches per week” and “16+ searches per week” increased 7.1% y/y.
Though relatively new and offered by few pay-TV providers today, it is important to
know the potential voice search could have if rolled out to all pay-TV subscribers.
Nearly 20.0% of respondents would like the ability to use their voice to find
something to watch, but do not currently have this functionality. As for the 10.7%
who are voluntarily not using voice search, this group could be ideal to receive
marketing on the benefits of voice search — such as use cases of simple commands
to prove how it indeed makes one’s life easier. If the ten percent who have voice
search but don’t use it were combined with the twenty percent who want voice
search but don’t have it, a sizable audience exists that could become heavy adopters
of this functionality.
Additionally, it is important to note that the second largest group (21.8%) answered,
“I am not sure if this is available to me,” which increased slightly q/q and 4.6% y/y.
If voice search is offered with a pay-TV service, providers need to ensure they are
marketing both the existence and benefits of this functionality, as well as exactly
how to use it to yield the highest quality results.
As streaming devices such as Amazon Firestick and Roku integrate voice search
into their products, this functionality will likely become more mainstream. TiVo
believes these efforts will stimulate and accelerate the use of intelligent voice-based
systems in the media and entertainment space. Because of this, TiVo continues to
make voice search a priority in an effort to remain on the cutting edge of pay-TV
user experiences. Similar to the voice functionality offered by Amazon’s Echo with
Alexa, TiVo’s Conversation Services allows viewers to use their voices to search for
entertainment across linear TV, VOD and OTT. This functionality enables TiVo’s
customers to streamline entertainment discovery by providing a personalized
conversational experience to viewers through language recognition and naturally
spoken responses.
Content Discovery:

41
Sports Discovery
In Q4 2016, 34.8% of respondents with pay-TV service are frustrated “always” or
“sometimes” when trying to find something to watch — and frustration with finding
sports content is up slightly q/q and 3.7% y/y.
Given that the Q4 2016 survey ran during the season of one of North America’s
most popular sports, football, it was important to address a much-talked about
current event. According to many recent news articles, the NFL has experienced
record declines in viewing. A recent New York Post article5
claimed that 2016
viewership fell eight percent, the steepest drop-off in viewers in the past 10 years.
Because of football’s popularity among North American viewers, TiVo felt it was
important to keep a pulse on why this downturn is happening. Therefore, new
in Q4 2016 is a series of questions meant to gauge respondents’ level of NFL
game viewership and if that level is less, why? The results showed that 18.2% of
respondents are watching less NFL games than one year ago. The top three reasons
respondents are watching less NFL games are:
• “My schedule is busier this year.” – 36.1%
• “Games are not as exciting this season.” – 25.9%
• “Too many commercials.” – 21.3%
SPORTS DISCOVERY
Do you have trouble finding your favorite sports teams games, or do you ever miss sporting events
because it’s on a channel that is far down in your channel guide?
Always Sometimes Never N/A
Q4 2016 Q3 2016 Q4 2015
0
10%
20%
30%
40%
50%
60%
30.3%
46.6%
18.6%
4.5%
34.8% “Always” or “Sometimes”
have trouble: +3.7% y/y
5 Morgan, Richard. “NFL TV Viewership Fumbles for the First Time in 4 Years.” New York Post. N.p., 23
Jan. 2017. Web. 25 Jan. 2017. <http://nypost.com/2017/01/23/nfl-tv-viewership-fumbles-
for-the-first-time-in-4-years/>.
Content Discovery:
NFL VIEWING HABITS
Compared to one year ago, how would you rank your viewing habits of National Football League
(NFL) games through your cable/satellite service?
I have watched the SAME
number of NFL games
I have watched LESS
NFL games
I have NEVER
watched NFL games.
I have watched MORE
NFL games.
0 10% 15% 20% 25% 30% 35%5%
24.0%
10.4%
18.2%
30.7%
WATCHED LESS...
If less, why have you watched fewer NFL games? (Choose all that apply)
My schedule is busier this year.
Games are not as exciting this season.
Too many commercials.
My cable/satellite service doesn’t show
the games I want in my area.
The games are too violent.
I watch the games online.
Other
0 10% 15% 20% 25% 30% 35%5% 40%
36.1%
25.9%
21.3%
13.9%
8.2%
6.1%
23.0%
16.7%N/A

42
WHY RESPONDENTS ARE WATCHING FEWER NFL GAMES
While the top three reasons for watching fewer NFL games this year were noted
on the previous page, the third-highest answer choice was “other.” At 23.0%, this
high percentage caught TiVo’s attention, triggering a deeper analysis in an effort to
identify any noteworthy trends.
Of respondents who selected “other” when asked why they watched less NFL this
year, 46.5% wrote that this change in viewing habits was due to political issues (e.g.,
kneeling during the national anthem). Hypothetically, if instead of “other” the survey
had listed an answer choice such as “politics related to teams/players,” 10.7% of
total respondents would have fallen in this answer choice.
Additional comments included with “other” responses were related to
favorite players retiring, individual teams underperforming or issues unique to
individual respondents.
The Effects of Streaming Devices and NFL Viewership
In an effort to determine why consumers are reportedly watching fewer NFL
games, TiVo’s Data Science Team wanted to dive deeper into this audience to see
what other factors or viewing habits could be related to this decline. The results
of this analysis revealed that one of the strongest predictors is whether or not the
respondent owns a streaming device.
While those who own a streaming device did not cite one particular reason (no
single reason was overrepresented in this group), these respondents systematically
found reasons to not watch the NFL. Essentially, streaming device owners are
finding excuses for not watching as many NFL games. Because younger generations
tend to be more likely to own a streaming device, the Data Science Team decided to
further analyze whether age plays a role in NFL’s loss of viewership.
Content Discovery:
Regardless of NFL’s reported decline in viewership, sports content remains
expensive to air and view — plus, games are often hard to find within the guide. In
addition, sports entertainment continues to parallel the video industry as a whole
with the launching of new services and streaming options. For example, ESPN
recently announced an app on DirecTV’s STB, one of the first signs that ESPN is
leveraging their content ownership in an effort to expose more of their content.
Rather than settling for the three to four channels on a pay-TV provider’s STB,
this new app allows viewers to stream live sporting events, on-demand video,
short-form on-demand clips and highlights, all through a hybrid interface. TiVo
believes ESPN’s DirecTV app demonstrates how broadcast networks can better
leverage their deep content catalog and maximize their large investments. It will be
interesting to see if other networks follow a similar path.

43
© 2017 TiVo Corporation. All rights reserved. TiVo and the TiVo logo are registered trademarks of TiVo.
For more information: business.tivo.com
ABOUT TIVO
TiVo Corporation (NASDAQ: TIVO) is a global leader in entertainment technology and audience insights. From the interactive program guide to the DVR, TiVo delivers innovative
products and licensable technologies that revolutionize how people find content across a changing media landscape. TiVo enables the world’s leading media and entertainment providers
to deliver the ultimate entertainment experience. Explore the next generation of entertainment at tivo.com, forward.tivo.com or follow us on Twitter @tivo or @tivoforbusiness.
WHY RESPONDENTS ARE WATCHING FEWER NFL GAMES (CONTINUED)
The Effects of Age on NFL Viewership
Many in the industry may be accustomed to certain age groups historically
watching fewer or more NFL games. With all the hype surrounding the reported
loss in viewership during 2016, TiVo wanted to examine whether any trends or
correlations were present between age groups that are watching NFL games.
The results highlighted in the chart to the right show the age breakdown of NFL
watchers. Note that the percentage of those reporting lower NFL viewership was
similar across age groups. Regarding future NFL viewership, TiVo also sees that
many NFL fans are in the younger age brackets, with the sum of the 18-30 age
brackets totaling about the same as the 51-60 age bracket. This suggests that a
decrease in viewership is not a demographics problem necessarily, but rather based
on other reasons. Could it be the glut of content available to viewers, which was
referenced throughout the report—or is there simply less interest in games this
year? Could issues with players at the start of the season have turned viewers off?
TiVo will continue to offer insight into these questions by monitoring the trends
that prompt them.
CHANGE IN NFL VIEWERSHIP FROM ONE YEAR AGO —
BREAKDOWN BY AGE GROUPS
0
5%
10%
15%
20%
Age
18-22 23-25 26-30 31-35 36-40 41-45 46-50 51-60 61-70 71-80 80+
Watched the Same or More Watched Less Games

Q4 2016 Video Trends Report

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