The Pathway to TV 2.0
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Viewers have more choices than ever when it comes to TV and video content, including OTT and mobile options. How are TV 2.0 viewing habits changing, and what threats and opportunities come with these changes?
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The Pathway to TV 2.0
- 1. © GfK 2016 | MRI Cord Evolution Study 1 Is TV Still TV? Following the screen agnostic TVideo Viewer © GfK | October 2016
- 2. © GfK 2016 | MRI Cord Evolution Study 2 Personal definitions of “TV” Base: All Respondents Q45. How do you personally define TV? (Please select only one.) 48% 21% 18% 13% Anything on a TV set Anything I can watch on any device Only shows available on Cable/ Satellite/Telco Only shows created by a TV network
- 3. © GfK 2016 | MRI Cord Evolution Study 3 Majority of TV time is Live Base: All Respondents Q12 In general, how important is it to you to watch a TV show live, as it airs? Q20. Thinking about the ways you can watch TV shows, please indicate, in %, the amount of time you spend watching TV in each of the following ways in a typical week. If you do not watch in a particular way, please enter ‘0’. 21% Time Shifted – Streaming 56% Live23% Time Shifted – DVR/VOD Streamers & Millennials agree Live TV is important (63%, 60%) 62% agree Live TV is important 55% 22% 23%
- 4. © GfK 2016 | MRI Cord Evolution Study 4 TV on TV dominates behavior Base: All Respondents Q21. Now please think about all of the devices on which you can watch programming content (TV shows, movies, short video clips). Please break down, by %, how much of your total viewing time is spent watching programming content on each device below. If you do not watch content on a device, please enter “0.” 60% TV set through TV service (down from 64%) 19% TV set through internet-connected device (up from 17%) 9% Computer (down from 10%) 5% Smartphone (up from 3%) 4% Tablet (up from 3%) Compared to October 2015 data
- 5. © GfK 2016 | MRI Cord Evolution Study 5 Why? Because habits die hard Base: All Respondents Q42. When you sit down to watch, which of the following do you typically do first? (Please select only one.) Q43. And, why do you go there first? And, why do you go there first? (Please select all the apply) Q44. How much do you agree or disagree with the following statements about television and how you typically watch TV? (Please select one response in each row.) 1 in 4 channel surf first It’s habit and ease 1 in 5 go to Live first It’s habit and FOMO* *Fear Of Missing Out WHY? 6 in 10 hate spoilers
- 6. © GfK 2016 | MRI Cord Evolution Study 6 35% Time Shifted – Streaming 41% Live 24% Time Shifted – DVR/VOD Base: Millennials (Age 18-34) Q20 Thinking about the ways you can watch TV shows, please indicate, in %, the amount of time you spend watching TV in each of the following ways in a typical week. If you do not watch in a particular way, please enter ‘0’. Millennials are changing the definition of “television” Minimizing Live TV
- 7. © GfK 2016 | MRI Cord Evolution Study 7 Change is in the air Base: All Respondents Q.S2 In a typical week, how many hours of TV & video content (TV shows, movies, or short video clips) do you watch in each of the following ways? GenXers watch 2x more Live TV than streaming Millennials (Age 18-34) GenX (Age 35-49) Boomers (Age 50-69) Streaming Hours Live TV Hours (low to high) Millennials watch equal amounts of Live & streaming TV Boomers watch 7x more Live TV than streaming In a typical week… On average…
- 8. © GfK 2016 | MRI Cord Evolution Study 8 Millennials expanding TV beyond the TV Base: Millennials (Age 18-34) Q21 Now please think about all of the devices on which you can watch programming content (TV shows, movies, short video clips). Please break down, by %, how much of your total viewing time is spent watching programming content on each device below. If you do not watch content on a device, please enter “0.” Millennials TV Viewing Oct. 2015 June 2016 Oct. 2016 TV set through TV service 38% 38% 36% 22% 24% 28% 18% 19% 15% 6% 10% 10% 4% 6% 7% Other 5% 4% 4%
- 9. © GfK 2016 | MRI Cord Evolution Study 9 Base: Millennials (Age 18-34) Q20 Thinking about the ways you can watch TV shows, please indicate, in %, the amount of time you spend watching TV in each of the following ways in a typical week. If you do not watch in a particular way, please enter ‘0’. Q24 In the past 30 days, what types of content have you watched on each of the following streaming services or apps? (Please select all that apply for each service.) Where Millennials are streaming Millennials average 4 streaming services GenX = 3 Boomers = 2 Top Streaming Services (past 30 days) YouTube 41% 146 Netflix 37% 154 Hulu 16% 170 Amazon Prime 15% 126 HBO Go 8% 167 ABC News 7% 154 A&E App 7% 172 Watch ABC 6% 127 Fox News App 6% 146 iTunes 6% 161 ESPN App 6% 172 Adult Swim App 5% 228 Crackle 5% 150 = ad enabled 35% Time Shifted – Streaming
- 10. © GfK 2016 | MRI Cord Evolution Study 10 Millennials start with streaming Base: Millennials (Age 18-34) Q42 When you sit down to watch, which of the following do you typically do first? (Please select only one.) TV Viewing Behaviors Millennials June ‘16 Millennials Oct ‘16 Go to a show on a streaming service 19% 23% Channel surf to find a show 17% 17% Go to my favorite network to find a show 15% 13% Go to a show live while it’s airing 14% 10% ‘Surf’ on Streaming Services 13% 12% Browse my DVR list 8% 8% Go to a show on my DVR 7% 7% Go to a show on VOD 4% 5% Go to a show DVR, start late and fast forward 3% 3% Streaming 35% Traditional 40%
- 11. © GfK 2016 | MRI Cord Evolution Study 11 MUST. STREAM. LONGER.
- 12. © GfK 2016 | MRI Cord Evolution Study 12
- 13. © GfK 2016 | MRI Cord Evolution Study 13 Over indexing Brands --- Base: Streamers used [Service] past 30 days Q24a-e In the past 30 days, what types of content have you watched on each of the following streaming services or apps? (Please select all that apply for each service.) Total Pop Total US Streaming Penetration past 30 days 54% 28% 24% 12% 9% Median Age 47 38 37 40 34 Median HHI $64K $65K $69K $72K $62K Hispanic 15% 16% 18% 16% 20% Kids in Household 31% 35% 39% 44% 39% Cable Ownership 78% 74% 70% 75% 65% Big Four Profile October 2016 46% never streamed Lower income No kids in HH
- 14. © GfK 2016 | MRI Cord Evolution Study 14 Use case Media behavior across vehicle owners History Channel CNN The Weather Channel ESPN Fox News Light and Non-streamers TV Cord Loyalists Cord Shavers TV NETWORKS STREAMING SERVICES CORD GROUPS OVER INDEXING MEDIA BEHAVIORS Freeform Disney Channel Disney Junior Nick Jr. Nickelodeon Medium streamers Over-index for Netflix Amazon Prime Watch ABC ABC News App TV Cord Loyalists Cord Cutters Cord Cutting Intenders Cord Cutting Regretters Convertible Drivers Minivan Drivers ESPN Discovery Channel HGTV Food Network TLC Wide range of streaming behaviors Over-index for ABC News App HBO Go CNN App CBS All Access TV Cord Loyalists Cord Shaver Intenders Cord Shavers SUV Drivers Heavy Magazines Medium Radio Medium Internet Magazines: Southern Living Consumer Reports Taste of Home Light Prime-Time TV Medium Internet Magazines: Good Housekeeping Reader’s Digest Parents Heavy Newspaper Heavy Magazines Med/Light Internet Magazines: AARP, Better Homes & Gardens, Time
- 15. © GfK 2016 | MRI Cord Evolution Study 15 Use case diving deeper into convertible drivers Convertible Drivers A vehicle that is fun to drive is a top consideration in my purchasing decision Consider my work to be a career, not a job I’m so busy, I often can’t finish everything I need to in a day I plan to travel to Florida in the next year I prefer picking up quick meals to cooking I often spend more money on fashion than I expected to Drink wine Higher household income (on average) Who are they? High-income Boomers who are willing to spend on fancy things like wine, fashion and travel
- 16. © GfK 2016 | MRI Cord Evolution Study 16
- 17. © GfK 2016 | MRI Cord Evolution Study 17 30% 50% [24% of Total] 28% 62% 51% [12% Total] 22% 20% 43% [28% of Total] The non-monogamous world of streaming Base: All Respondents Q24a-e. In the past 30 days, what types of content have you watched on each of the following streaming services or apps? (Please select all that apply for each service.) 36% 75% 59% [9% Total] 29% Overlap among major services used in past 30 days
- 18. © GfK 2016 | MRI Cord Evolution Study 18
- 19. © GfK 2016 | MRI Cord Evolution Study 19 18% of TV time is mobile Base: Mobile Viewers Nearly 1 in 3 say their family often watches programs on different screens in the same room Watching TV via mobileAmericans 39%
- 20. © GfK 2016 | MRI Cord Evolution Study 20 18% of TV time is mobile Base: Mobile Viewers Say that watching on-the-go is important to them Mobile viewers 40% Say they’re doing more mobile viewing than they were a year ago US Pop 18%
- 21. © GfK 2016 | MRI Cord Evolution Study 21 18% of TV time is mobile - devices Base: Mobile Viewers Watching TV on smartphonesUS Pop 30% Watching TV on a tablet US Pop 16% As screen sizes get bigger expect smartphone numbers to continue to go up – more than 1 in 3 would watch more TV programs via smartphone if screen size was bigger
- 22. © GfK 2016 | MRI Cord Evolution Study 22 Cord disruption
- 23. © GfK 2016 | MRI Cord Evolution Study 23 Cord Cutting Regretters 5M (2%) Median Age 37 Female 51% 10 Cord Groups based on past 6 months behaviors and next 6 months intentions The cord splices – Loyalists still biggest Cord Shaver Intenders 7M (3%) Median Age 49 52% Male Cord Shavers 14M (6%) Median Age 46 55% Female Cord Cutter Intenders 6M (3%) Median Age 47 Male 54% Cord Cutters 21M (9%) Median Age 42 51% Male Cord Nevers 24M (10%) Median Age 35 Female 52% Cord Loyalists 146M (60%) Median Age 50 Female 52% Cord Returners 4M (2%) Median Age 43 Female 53% Cord Increaser Intenders 2M (1%) Median Age 41 Male 62% Cord Increasers 10M (4%) Median Age 45 Female 54%
- 24. © GfK 2016 | MRI Cord Evolution Study 24 2 in 3 still content with their cord Cord Loyalists Cord Returners Cord Increaser Intenders Cord Increasers Cord Content 67% Cord Cutting Regretters Cord Cutters Cord Nevers Cordless 21% Cord Shaver Intenders Cord Shavers Cord Cutter Intenders Cord Tepid 12%
- 25. © GfK 2016 | MRI Cord Evolution Study 25
- 26. © GfK 2016 | MRI Cord Evolution Study 26
- 27. © GfK 2016 | MRI Cord Evolution Study 27 Binge viewing is the challenge to advertising Base: Regularly Binge Q47. Thinking about binge watching, how often do you watch TV shows that way? Q48. When you binge watch a show, that is, watch three or more episodes in a single sitting, how do you usually do it? (Please select all that apply.) *Binge-viewing is defined as watching three or more episodes of a show in a single sitting 3 in 4 use Streaming services 1 in 6 use DVR 1 in 6 use traditional TV marathons 1 in 7 use VOD How are people binge watching? 62% “regularly” binge view (half the time or more) Streamers 29% Sometimes 27% Frequently 23% Usually 79% 79% of Streamers “regularly” binge view compared to 40% of non- streamers
- 28. © GfK 2016 | MRI Cord Evolution Study 28 Another episode, SWEETTTT!
Editor's Notes
- Weekly TV Viewing (Total) W2: (Q59) Live (Broadcast/Streaming) = 55% Time shifted DVR/VOD = 22% Time shifted streaming = 23%
- Weekly TV Viewing (Total) W2: (Q59) Live (Broadcast/Streaming) = 55% Time shifted DVR/VOD = 22% Time shifted streaming = 23%
- June 2016 (Q61) 61% TV through tv set (down from 64%) 17% Tv through internet-connected device 11% Computer (up from 10%) 6% Smartphone (up from 3%) 4% Tablet (up from 3%) 2% Other (up from 1%)
- 59% “I like to watch shows when they air so I don’t have any spoilers from my friends or social media connections Wave 1 Data 22% channel surf first Why – Habit 44% Why – Easy to find something I want to watch 35% 19% go to a show live first Why - Habit 34% Why - The shows I want to watch are there 35% Wave 2 Data (Q21, Q22) They channel surf because It’s habit (50%, 131) It’s easy to find something to watch (40%, 132) They go to a show Live because It’s habit (43%, 112) Don’t want to miss anything (18%, 128) Approx. 2 out of 3 agree “I like to watch shows when they air so I don’t have any spoilers from my friends or social media connections Streamers numbers look the same, understandable exception is 1 in 10 go to streaming service first either to watch a specific show (14%) or to ‘surf’ to find something (10%)
- Weekly TV Viewing For Millennials (Wave 2) Live (Broadcast/Streaming) = 39% (9% Live, not on a tv set) Time shifted DVR/VOD = 22% Time shifted streaming = 39% (14% Streaming via TV Set) (25% Streaming via other device) Also, 82% used streaming service in past 30 days (128) Millennial’s Weekly TV Viewing W1: Live (Broadcast/Streaming) = 41% Time shifted DVR/VOD = 21% Time shifted streaming = 38% [Q20] SOCS Ways Of Watching TV Shows - Time Spent In A Typical Week (Among Millennials) Live, when it is broadcast, on a TV set (31%, 62) Time shifted, via DVR, on a TV set (14%, 83) Time shifted, via your TV provider's Video On-Demand service, on a TV set (8%, 141) Streaming live, at the same time it airs on TV, on any device (smartphone, tablet, computer, etc.)(9%, 167) Streaming, on my schedule, on a TV set (14%, 140) Streaming/downloading, on my schedule, on any other device (25%, 194) Mean TV Hours (22 hours, 40), lowest across generations (S1) Mean STR Hours (10 hours, 163), highest across generations (S2) Average # of streaming services = 6.4 (119) (5.4 among total) 25% device other than TV (194) 9% via a device that is not a TV set (167)
- This data is from June 2016, Wave 2.
- TV set through an internet-connected device / Smart TV = Blu-ray player that can run streaming media apps, internet-connected set-top box or stick (e.g., Apple TV, Roku, Fire TV, Chromecast, etc.) Computer = Desktop or Laptop
- Hulu = Net of both subscription tiers YouTube = net of YouTube, YouTube Red and YouTube Gaming Average # of streaming services among streamers = 5 Average # of streaming services among total = 3 Wave 2 Insights: Mean Streaming services for millennials = 6 (119) Mean streaming services for Total streamers P30 = 3 Mean streaming services for Millennials P30 = 3 Mean streaming services for Millennial Streamers P30 = 3 % of Millennials are streamers past 30 = (39%, 128) Wave 1 Mean streaming services for Millennials Ever Used = 4 (120) Wave 1 Mean streaming services for Millennial Streamers Ever Used = 4 (124)
- Oct. 2016 Indexes Go to a show on a streaming service 192 Channel surf to find a show 78 Go to my favorite network to find a show 78 ‘Surf’ on Streaming Services 161 Go to a show live while it’s airing 55 Browse my DVR list 119 Go to a show on my DVR 80 Go to a show on VOD 171 Go to a show DVR, start late and fast forward 93 June 2016 Data Q21 When you sit down to watch, which of the following do you typically do first? (Wave 2) Go to a show on a streaming service (19%, 181) Channel surf to find a show (17%, 69) Go to my favorite network to find a show (15%, 90) Go to a show live while it’s airing (14%, 70) ‘Surf’ on Streaming Services (13%, 181) Go to a show on my DVR (8%, 91) Browse my DVR list (7%, 99) Go to a show on VOD (4%, 153) Go to a show DVR, start late and fast forward (3%, 108)
- Bases: Streamed Past 12 Months and Streamers used [Service] past 30 days Q23. Have you ever used any of the following online video streaming services to watch any TV shows, movies or short video clips (under 10 minutes) in the past 12 months? (Please select all that apply.) Q24a-f streamed in past 30 days 56% have streamed in the past 12 months. 54% have streamed within the past 30 days. Which streaming services? (in past 30 days among streamers) 50% YouTube 44% Netflix 21% Amazon Prime 17% Hulu Who has streamed in the past 30 days? Median age 39 Parents (40%, 129) Single (35%, 125) Hispanic (18%, 120) Black (13%, 106) HHI 66K (103) Attended College (30%, 104) Women/Men (50%/50%) 11% College/University Student (131) 54% Working Full time (104) 26% use TVE apps What are they viewing? (in past 30 days) 69% Short Video Clip 68% TV Show 52% Movie 50% Original Series
- Of Streamers, 76% have Cable* Of Cable* HHs, 54% stream Q24A In the past 30 days, what types of content have you watched on each of the following streaming services or apps? *Cable, Satellite, Fiber Optic This data came from Wave 3
- You can understand where your brand over-indexes in an ad enabled streaming environment Note: Dodge logo is for Dodge Ram
- More than that – you get to understand your brand’s users in context of media, streaming, TV cord, other product usage, attitudes, leisure activities, really get at who they are Note: Cord Loyalists are not bolded because they are the biggest segment for each, but not over indexing SUV Drivers over indexing brands: Off! Deep Woods (16%, 120) Solo (16%, 120) Burt’s Bees (16%, 115) Diet Coke (15%, 115) Angry Orchard Hard Cider (8%, 115) Clif Bar (6%, 116) Jose Cuervo (6%, 115) Minivan Drivers over indexing brands: Welches Fruit Snacks (15%, 138) Children’s Motrin (14%, 167) Purell (12%, 113) Hershey’s Kisses (10%, 116) Aveeno Daily (9%, 110) Herbal Essences (7%, 117) Convertible Drivers over indexing brands Garmin (28%, 145) Coppertone Sport (16%, 150) Pantene Pro-V (13%, 116) Snickers (9%, 127) Coke Zero (8%, 128) Heineken (7%, 132)
- And we are not just media! This is going deeper into what you can get for a particular target (really get to know them) Age breakouts: Age 18-34 (20%, 67) Age 35-49 (23%, 93) Age 50-69 (43% 135) HHI 150k+ (24%, 186) Median HHI 96k I prefer picking up quick meals to cooking meals (42%, 110) Drink Wine (39%, 123) I am so busy, I often can't finish everything I need to in a day (74%, 111) Having a vehicle that is fun to drive is a top consideration in my purchasing decision (58%, 119) I often spend more money than I expected to on fashion (49%, 112) I consider my work to be a career, not a job (48%, 112) Plan to travel to Florida in next year (30%, 132) Heavy Newspaper viewers top two newspaper quintiles Newspaper I (23%, 112) Newspaper II (22%, 110) Over indexing Magazines AARP (20%, 135) Better Homes & Gardens (18%, 118) Time (11%, 156)
- Set up: Their non-monogamy
- Note: Larger circles are among total pop ever streamed Smaller circles are among Past 30 days YouTube = Net of YouTube, YouTube Gaming and YouTube Red Hulu = Net of both subscription tiers and Showtime on Hulu This chart is meant to show the relationship between each streaming service and the overlap with the other major streaming services. Not sure we have the right picture here so am open to ideas. Or at the very least the easy way is to make each circle relative in size. The % in yellow is the penetration among Total.
- Mobile viewing is on the uptick 4% to 6%
- Mobile viewers this target is from the national study, defined as anyone who uses a smartphone or tablet for mobile viewing of any content
- Mobile viewers this target is from the national study, defined as anyone who uses a smartphone or tablet for mobile viewing of any content
- Mobile viewers this target is from the national study, defined as anyone who uses a smartphone or tablet for mobile viewing of any content
- Of course Cutting the cord is one of the biggest disruptors
- Hulu P30 day users are more likely to be Cord Returners (4%, 257)
- And with streaming people binge more than ever before
- https://www.youtube.com/watch?v=DSiD0LkSBl4 Amazon is making a play, buying movies, and how many have Amazon Prime? Can all become viewers
- Definitions: Wave 2 Data: (Q112) 67% of Streamers “regularly” binge view compared to 38% of non-streamers 17% Usually 22% Frequently 28% Sometimes Regular bingers = binge view half the time or more Usually = all or almost all of the time Frequently = more than half of the time Sometimes = about half of the time
- Regular Bingers spend 9 hrs/week binging Millennial Regular Bingers spend 11 hrs/wk binging (112) How do they binge watch? 41% TV shows I have not yet seen 35% Old favorites 22% Original shows from streaming services How do they feel about their binge watching behavior? 73% of regular bingers have a positive view, specifically they say they feel… 48% Up-to-date/in-the-know 40% Accomplished 36% Sad the season/series ended 18% Regretful/lazy
- Only 2% have all 4 streaming services