This document summarizes the results of a survey on Americans' media consumption habits. Some key findings include: - Streaming services like Netflix and YouTube are becoming as popular as live TV, especially among younger age groups. - Hispanics and African Americans are more likely to binge watch entire seasons of shows compared to other groups. - By 2020, nearly 1/3 of consumers expect to do most or all of their TV watching online via streaming. - Gaming is most popular among 18-34 year olds, with nearly half having played games on mobile devices.

1. 1
ThinkNow
Media™
How Streaming Services &
Gaming Is Disrupting Traditional
Media Consumption Habits
Report 2017

2. 2
ThinkNow Media™
Survey Method
Field Timing
303
Hispanics 512
Hispanics
1,261
Total
Base
Sizes
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
261
Non-Hispanic
Whites
262
African-
Americans
226
Asian-
Americans
› 18-64 years of age› March, 2017
MethodologyWhat is it?
ThinkNow Media ™ is a nationwide survey
that looks at Americans’ media habits and
attitudes. The study looks at Americans as
a whole and by key race/ethnic segments.

3. 3
Who We Are
An authority on creating
and managing research
products that help clients
gather insights about
rapidly changing consumer
segments.
Conduct online, behavorial,
in-person and telephone
research.
Research experience
specifically in the Hispanic,
African American, Asian and
Total markets.
Experience in hard-to reach
demographic sub-groups.
Only full-service market
research company that
owns & operates an in-
house Hispanic panel.
Servicing Fortune 500
clients, ad agencies, non-
profits and other market
research companies.

4. 4
Our Services
QUANTITATIVE
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info@thinknowresearch.com
818-843-0220
www.thinknowresearch.com
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RESEARCH
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TRACKING
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ONLINE
PANEL
INTERCEPTS PHONE

5. 5
Research Results

6. 6
Digital cable is the most popular type of TV service, followed by satellite.
38%
28%
24%
19%
9%
38%
26%
24%
16%
10%
38%
30%
24%
20%
8%
41%
27% 26%
18%
12%
32%
17%
26%
16%
13%
Digital Cable (more channels than
Cable TV)
Satellite TV Cable TV (non-digital) Fiber Optic TV (Verizon FiOS,
AT&T U-verse)
Broadcast (antenna) only
Type of TV Service Received at Home
Total Market Hispanics Whites African American Asians
Q13. What type of TV service do you receive in your home?

Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level

7. 7
African-Americans are the most likely to watch TV this way while Asians are the least likely. Asians also over-index on YouTube.
45%
22%
8%
10%
2%
5%
3%
Live/when the show airs on network TV
Netflix
YouTube
Recorded via a DVR
DVD (Rented or purchased)
Amazon Prime
Hulu
How Watch TV Most Often
Q. How do you watch TV programming most often?
Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
Fewer than half of Americans say their primary way of watching programming is
live network TV
Hispanics Whites
African-
Americans
Asian-
Americans
44% 45% 54% 38%
24% 22% 17% 19%
11% 6% 9% 19%
8% 11% 10% 8%
2% 2% 2% 2%
3% 6% 2% 5%
6% 2% 1% 5%
Total Market

8. 8
Hispanics Whites
African-
Americans
Asian-
Americans
64% 69% 73% 55%
61% 59% 55% 49%
56% 47% 50% 59%
31% 42% 37% 24%
29% 38% 32% 19%
26% 33% 28% 33%
25% 29% 25% 20%
11% 13% 11% 12%
10% 12% 8% 7%
7% 9% 7% 5%
4% 8% 5% 3%
Netflix is especially popular among Hispanics. YouTube takes the advantage among Asian Americans
68%
58%
50%
38%
34%
31%
27%
12%
11%
8%
6%
Live/when the show airs on network TV
Netflix
YouTube
Recorded via a DVR
DVD (Rented or purchased)
Amazon Prime
Hulu
Roku
Apple TV
Google TV
SlingTV
All Methods of Watching TV Programs
Q. What are the all ways that you watch TV programming?
Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
Streaming services like Netflix and YouTube are becoming just as popular
as live TV
Total Market

9. 9
Older viewers are more likely to watch live TV programs
All Methods of Watching TV Programs:
Total Market by Age
Q. How do you watch TV programming most often?
Total Market (n=1,261), Males (n=609), Females (n=652), 18-34 age (n=568), 35-54 age (n=501), 55-64 age (n=192)
Letters indicates statistically significant difference at the 95% confidence level
The popularity of TV streaming services is driven mostly by Millennials
18-34
(C)
35-54
(D)
55-64
(E)
Live/when the show airs on network TV 51% 75%C 84%C
Netflix 77%DE 54%E 32%
YouTube 70%DE 45%E 22%
Amazon Prime 38%E 30%E 19%
Hulu 36%E 27%E 12%
Apple TV 17%DE 10%E 4%
Google TV 12%E 8% 4%
SlingTV 9%E 5% 3%
Roku 12% 11% 15%

10. 10
56%
68%
60%
73%
56%
66%
61%
76%
43%
61%
Watched an entire season in one weekend Watched an entire season over the span of one week
Total Market Hispanics Whites African American Asians
Hispanics and African-Americans are most likely to binge watch; Asian-Americans are the least likely to.
Most adults say they have binge-watched at some point
Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
Q. Have you ever watched an entire season of one of your shows.. In one weekend or over the span of one week?
Have Watched Entire Season Over a Weekend/Week





11. 11
This is fairly consistent across the segments.
Binge viewers prefer to watch an average of nearly 4 back-to-back programs
Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
3.7
3.8
3.6
3.9
3.5
Mean
Total Market Hispanics Whites African American Asians
Q. Ideally, about how many episodes of your favorite show would you prefer to see in one viewing
Average Number of Shows Would Prefer to Watch

12. 12
32% 33% 33% 24% 39%
How Likely to Watch TV in Near Future
Q. Thinking about the near future (2-3) years from now, how do you see yourself watching TV programming?
Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
Exclusively/Mostly Online/Streaming  
By 2020, nearly 1/3 of consumers will be streaming most or all of their TV shows
African Americans, however, are adopting at a slower rate than other segments
20% 17% 21% 24%
14%
22%
21%
22%
22%
19%
26% 28% 24%
30%
27%
25% 26% 24%
20%
32%
8% 8% 9%
3% 8%
Total Market Hispanics Whites African
Americans
Asian Americans
Exclusively online/streaming
Mostly online/streaming
Equally
Mostly on cable/satellite
Exclusively on cable/satellite



13. 13
32%
26%
39%
42%
27% 27%
Total Males (A) Females (B) 18-34 (C) 35-54 (D) 55+-64 (E)
Will Be Streaming TV Programs Mostly/Exclusively in Near Future
Total Market by Gender and Age
Q. Thinking about the near future (2-3) years from now, how do you see yourself watching TV programming?
A
Younger viewers are the most likely group to stream exclusively in the future
More females see themselves streaming mostly/exclusively compared to males.
DE
Exclusively/Mostly
Online/Streaming 
Total Market: Males (n=609), Females (n=652), 18-34 age (n=568), 35-54 age (n=501), 55-64 age (n=192)
Letters indicates statistically significant difference at the 95% confidence level

14. 14
62%
38%
18%
16%
I am used to it/No need to change
More variety of programming than
online
Sports programming not available
online
Spanish-language programming
74%
66%
51%
39%
37%
7%
Less expensive than cable/satellite
I can watch programs on my own
schedule
I can watch back-to-back episodes of
the same program
It's the future of TV
Certain shows I like are only available
online
I prefer it for my children
Lower cost and ability to watch programs on your own schedule are the primary
reasons for switching to streaming
For those who prefer cable/satellite, it’s mostly about comfort.
Prefer Cable/SatellitePrefer Online/Streaming
Q. What are the all reasons why you see yourself watching mostly or only cable/satellite versus online streaming?
Among those who said cable/satellite (n=509), Among those who said online/streaming (n=408)
 indicates statistically significant difference vs. total market at the 95% confidence level
Preferences

15. 15
Frequency of Using Multiple Devices at a Time
8% 5% 8% 7% 8%
12%
10%
12%
10%
15%
2%
4%
2%
4%
2%
15%
15%
15% 14%
15%
15%
16%
14% 16%
20%
48% 50% 48% 50%
40%
Total Market Hispanics Whites African Amercian Asians
Several times a day
About once a day
A few times a week
About once a week
I rarely do this
Never
S
S
Q. How often do you use/view more than one device at a time?
Total Market (n=1261), Hispanics (n=512), Whites (n=261), African American (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level


63% 66% 63% 66% 60%Daily or more
The use of multiple devices at one time is quite common
This is consistent across segments

16. 16
Hispanics Whites
African-
Americans
Asian-
Americans
46% 46% 48% 36%
38% 42% 42% 39%
40% 40% 41% 28%
20% 28% 22% 15%
23% 19% 22% 22%
21% 18% 17% 18%
17% 18% 14% 13%
11% 11% 10% 6%
23% 25% 20% 31%
In general, Asian-Americans are the least prone to play video games.
46%
41%
39%
25%
20%
19%
17%
10%
24%
Video Game Related Activities
Q. Which of the following video-game related activities have you done in the past 12 months?
Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
Nearly half have played a video game on their mobile device
Total Market
Played a video game on a mobile device such as
a cellphone or tablet
Played a video game on a laptop or desktop
computer
Played a video game on a console video gaming
system (e.g., PlayStation, X-Box, Wii, etc.)
Used a gaming console to stream other forms of
entertainment such as movies or TV programs
Watch others play online games live
Watch recorded videos of others playing video
games
Played a video game in an arcade
Attend live events to watch others play video
games
None of the above

17. 17
Males
(A)
Females
(B)
18-34
(C)
35-44
(D)
55-64
(E)
Played a video game on a mobile device such as a cellphone or tablet 42% 50% 56%E 46%E 24%
Played a video game on a laptop or desktop computer 42% 40% 48%E 39% 33%
Played a video game on a console video gaming system (e.g., PlayStation, X-
Box, Wii, etc.)
41% 37% 59%DE 35%E 13%
Used a gaming console to stream other forms of entertainment such as movies
or TV programs
25% 25% 41%DE 20%E 7%
Watch others play online games live 24% 16% 32%DE 16%E 8%
Watch recorded videos of others playing video games 24%B 13% 32%DE 14%E 3%
Played a video game in an arcade 22%B 13% 26%DE 15%E 5%
Attend live events to watch others play video games 15%B 6% 19%DE 8%E 1%
None of the above 22% 27% 8% 24% 55%CD
Gamers tend to be in the 18-34 age group.
Video Game Related Activities
Total Market by Gender & Age
Q. Which of the following video-game related activities have you done in the past 12 months?
Directionally more females reported playing video games
on a mobile device compared to males
Total Market: Males (n=609), Females (n=652), 18-34 age (n=568), 35-54 age (n=501), 55-64 age (n=192)
Letters indicates statistically significant difference at the 95% confidence level

18. 18
Demographics

19. 19
Hispanics
n=512
White
n=261
African-
American
n=262
Asian
n=226
Hispanics
n=512
White
n=261
African-
American
n=262
Asian
n=226
Male 51% 50% 48% 47% Born in the U.S. 60% 93% 91% 38%
Female 49% 50% 52% 53% Moved here 40% 7% 9% 62%
Age Household Income
18 to 34 46% 34% 41% 39% Under $40,000 (Net) 43% 27% 47% 23%
35 to 64 54% 66% 59% 61% $40K – $79K (Net) 33% 29% 29% 26%
Mean age 37 42 39 39 $80K plus (Net) 21% 36% 18% 42%
Median income ($000) $45 $68 $40 $75
Census Region
Northeast 15% 19% 17% 21%
Educational
Attainment
Midwest 9% 26% 17% 12% Not high school graduate 4% 4% 5% 2%
South 37% 35% 57% 23% High school grad/GED 18% 15% 22% 8%
West 40% 20% 9% 44% Some college/AA/Trade 42% 35% 41% 28%
BA/BS or higher 36% 46% 32% 62%
Sample Profile

20. 20
Sample Profile
Metric
Hispanics
n=512
Language Spoken at Home
Spanish only 10%
Spanish mostly 27%
Spanish and English equally 34%
English mostly 15%
English only 14%
Country of Origin
Mexican or Mexican-American 64%
Puerto Rican 12%
Cuban 6%
Dominican 3%
Central American 6%
South American 12%
Acculturation
Less Acculturated 20%
Bicultural 55%
More Acculturated 25%