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VAB REPORT: STATE OF DIGITAL VIDEO. TV COMMANDS 91% OF TOTAL VIDEO TIME

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VAB REPORT:

STATE OF DIGITAL VIDEO….

TV COMMANDS 91% OF TOTAL VIDEO TIME

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

Y

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(2)

SUMMARY

Highlights

• TV commands majority of consumers video time across the age spectrum, across all ethnicities

–91% of P2+ video time is spent with TV; 86% of millennial's

–TV is dominant among Blacks, Hispanics and Asians by far

• Consumers video viewing on computer erodes, across all ethnicities. Viewers are migrating from

computer video to smartphone video

–12% less consumers watching video on computer (P2+)

–6% increase in smartphone video consumption; 45% more time spent (P2+)

–App/Web usage achieves its highest level to date, 176 million/monthly consumers (P2+)

• Multimedia device penetration and usage up significantly –penetration at 22%

–Time spent with multimedia devices is highest among millennials –30 minutes/month

–Gains experienced across the age spectrum

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(3)

TV REACH

Television’s Reach is Undeniable

Source: Nielsen Npower, 9/22/15-12/27/15

Total Day Reach %

98.8

P2+

CH2-11

T12-17

A18-34

A35-49

A50-64

A65+

98.9

98.6

97.7

98.9

99.2

99.6

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(4)

TV SHARE OF VIDEO TIME

Television Commands 91% of Consumer’s

Total Video Time

Monthly Usage by Device Among P2+

Source: Nielsen Total Audience Report 3Q15; Total video=TV; internet video and mobile video;

P2+:# of Viewers

v. YAG

P2+: Time Spent

(Hrs:min)

282 Million

127 Million

133 Million

-0%

-12%

+6%

138:42

12:28

2:12

TV Share Of Total

Video Time

91%

8%

1%

Watching

Tele

vision

Watching Video

on a Computer

Watching Video

on a Smartphone

VIDEO TIME

BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(5)

Key Advertiser Targets Spend Virtually All of Their

Viewing Time With The Television

SHARE OF VIDEO TIME: KEY DEMO

Nielsen Total Audience Report 3Q15; Total video=TV; internet video and mobile video

Video on Smartphone

Video on PC

3:09

P18-34

P18-49

P25-54

Traditional TV

Monthly Time Spent By Medium (Hrs: min)

17:49

95:39

2:36

15:44

113:30

2:06

14:43

128:58

82%

86%

89%

TV Share Of

Total Video

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(6)

Source: Nielsen Total Audience Report 3Q15 Total video=TV; internet video and mobile video

CH2-11

T12-17

A18-24

A25-34

A35-49

A50-64

A65+

Even Among Teens & Young Adults, TV Is The

Preferred Video Viewing Platform

SHARE OF VIDEO TIME: YOUNG ADULTS

Video on Smartphone

Video on PC

Traditional TV

Monthly Time Spent By Medium (Hrs: min)

102:30

80:02

82:56

104:22

17:27

18:29

132:49

13:42

10:08

178:28

214:06

6:17

10:20

10:32

3:53

2:34

1:54

1:26

0:42

91%

89%

79%

84%

90%

94%

97%

TV Share Of Total Video

VIDEO TIME BY DEMO

YOUNG ADUL

TS

ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(7)

A Look By Ethnicity: TV Dominates Across All

SHARE OF VIDEO TIME: ETHNICITY

Nielsen Total Audience Report 3Q15; Total video=TV; internet video and mobile video

Video on Smartphone

Video on PC

3:24

Black

Hispanic

Asians

91%

86%

82%

Traditional TV

Monthly Time Spent Viewing By Device

P2+ (hrs:min)

TV Share Of

Total Video

17:59

201:36

3:28

15:44

109:55

3:37

14:18

79:30

VIDEO TIME BY DEMO YOUNG ADUL

TS

ETHNICITY

ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(8)

By Demo: TV Commands Majority of Viewing Minutes

Source: Nielsen Total Audience Report 3Q15; Total Video=PC+smartphone+TV; no asian video numbers available for P2-17

TV SHARE: ETHNICITY BY DEMO

TV’s Share of Total Video Minutes (Monthly)

Ch2-11

T12-17

A18-24

A25-34

A35-49

A50-64

65+

Black

94%

93%

82%

85%

89%

95%

98%

Hispanic

91%

90%

74%

80%

84%

94%

96%

Asian

n/a

n/a

70%

73%

81%

92%

96%

Even Among Young Adults, 3 Out of 4

Video Viewing Minutes Is Spent With The TV

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY

ETHNICITY BY DEMO

COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(9)

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY

ETHNICITY BY DEMO

COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(10)

12%

31%

32%

-7%

22%

Consumer Video Viewing On Computer

Erodes –Across All Ethnicities

COMPUTER VIDEO EROSION

% Change # of Users P18+ (OOO) Viewing

Video on Computer/Monthly v YAG

% Change v. YAG in P18+ Monthly

Time Spent withComputer Video

Monthly

But of Those That Do Watch,

They Continue To Spend

More Time –Especially

Blacks & Hispanics

3Q14

3Q15%

Diff

Total 128,686 114,502 -11%

Black 15,468 14,304 -8%

Hispanic 15,274

13,000

-15%

Asian 4,939 4,202 -15%

Total

Black

Hispanic

Asian

Source: Nielsen Total Audience Report 3Q15

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY

ETHNICITY BY DEMO

COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(11)

Migration From Computer Video To

Smartphone Video Sustains

COMPUTER TO PHONE VIDEO MIGRATION

Absolute Change in # of Viewers

P2+/Monthly

…and Propels Smartphone’s

Video Reach To Surpass PCs –

Reaching Its Highest Level To Date

Source: Nielsen Total Audience Report 3Q15

Computer Video

-17,056,000

Smartphone

Video

+7,238,000

282 Million

0%

127 Million

-12%

133 Million

+6%

Watching Television

Watching Video

on Computer

Watching Video on

a Smartphone

# of Viewers/ Monthly

by Device Among P2+

% Change

v. YAG

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO

COMPUTER TO PHONE MIGRA

TION

APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(12)

15%

16%

13%

22%

75%

Time Spent On Smartphone Video

Is Up Considerably

SMARTPHONE VIDEO

A18-24

A25-34 A35-49

A50-64

A65+

45%

40%

52%

55%

Total

Black

Hispanic

Asian

% Change v. YAG in P2+ Monthly

Time Spent with Smartphone Video

% Change in Time Spent With

Smartphone Video

Monthly

…and Driven by Both Ends of

Age Spectrum, Especially

Among The Older Consumers

Source: Nielsen Total Audience Report 3Q15

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO

COMPUTER TO PHONE MIGRA

TION

APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(13)

110,916

121,750

132,235

139,136

144,320 148,983

157,092

162,798 163,573

170,303 175,748

176,145

App/Web Usage

Reaches Its Highest Level To Date

SMARTPHONE APP/WEB REACH

# of P2+ (OOO) Using Smartphone App/Web Monthly v YAG

4Q12

1Q13

2Q13

3Q13

4Q13

1Q14

2Q14

3Q14

4Q14

1Q15

2Q15

3Q15

Source: Nielsen Total Audience Report 3Q15

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION

APP/WEB REACH

APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(14)

14%

2%

3%

1%

23%

Smartphone Apps/Web Usage

Is Driven By Both Young & Old Users

…and Across Ethnicities

SMARTPHONE APP/WEB USAGE

A18-24

A25-34 A35-49

A50-64

A65+

4%

1%

8%

Total

Black

Hispanic

% Change In App/Web Usage

On Smartphone by Age

Monthly Time Spent v YAG

% Change In # of P2+

Using Smartphone App/Web By Ethnicity

Monthly v YAG

Source: Nielsen Total Audience Report 3Q15

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH

APP/WEB USAGE

MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(15)

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH

APP/WEB USAGE

MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

(16)

Multimedia Device Penetration

Multimedia Device Penetration Grows

MULTIMEDIA DEVICE PENETRATION

Source: Nielsen Total Audience report 3Q15; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku, google chromecast, smartphones and audio-video viewing sources (computer/latops, tablets, karaoke, video camcorders, security/digital cameras) that are connected to home TV set

3Q15

3Q14

Total

Black

Hispanic

Asian

18%

22%

12%

16%

16%

22%

41%

43%

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE

MUL

TIMEDIA PENETRA

TION

MUL

TIMEDIA USAGE TIME SUMMAR

(17)

19%

24%

8%

21%

22:39

20:32

22:13

30:53

29:56

21:16

24:15

16%

13%

6%

Multimedia Device Usage

Experiences Gains Across The Board

MULTIMEDIA DEVICE USAGE

CH2-11 T12-17

A18-24

A25-34 A35-49

A50-64

A65+

CH2-11 T12-17

A18-24

A25-34 A35-49

A50-64

A65+

% Change in Time Spent

with Multimedia Devices

Monthly - 3Q15 v. 3Q14

Time Spent

with Multimedia Devices

Monthly - 3Q15

Delivers Greatest Usage Among Millennial’s

Source: Nielsen Total Audience Report 3Q15 Total video=TV; internet video and mobile video

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA TION MUL TIMEDIA USAGE TIME SUMMAR Y

(18)

CH2-11

T12-17

A18-24

A25-34

A35-49

A50-64

A65+

In Summary, TV Commands Majority of

Video Minutes Among All Viewers –

Even the Elusive Young Consumers

TV SHARE OF VIDEO TIME

TV

Video on Smartphone

Source: Nielsen Total Audience report 3Q15 Total video=TV; internet video and mobile video

Video on Computer

Share of Total Monthly Video Time Spent by Device

91%

89%

79%

84%

90%

94%

97%

9%

11%

18%

14%

9%

5%

3%

2%

2%

1%

1%

0%

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE

TIME SUMMAR

(19)

If you would like additional video advertising information, insights or analysis

please visit our website at

www.TheVAB.com

or feel free to contact us directly:

Sean Cunningham

President & CEO

212-508-1223

seanc@TheVAB.com

Danielle DeLauro

SVP Strategic Sales Insights

212-508-1239

danielled@TheVAB.com

Jason Wiese

VP Strategic Insights

212-508-1219

jasonw@TheVAB.com

Evelyn Skurkovich

Sr. Director, Strategic Insights

212-508-1220

evelyns@TheVAB.com

CONTACT US

Follow us on

and like us on

VIDEO TIME BY DEMO YOUNG ADUL

TS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA

TION APP/WEB REACH APP/WEB USAGE MUL

TIMEDIA PENETRA

TION MUL

TIMEDIA USAGE TIME SUMMAR

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