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
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
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
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 TIMEBY 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
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 ADULTS ETHNICITY ETHNICITY BY DEMO COMPUTER TO PHONE MIGRA
TION APP/WEB REACH APP/WEB USAGE MUL
TIMEDIA PENETRA
TION MUL
TIMEDIA USAGE TIME SUMMAR
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
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
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
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%
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
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
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
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%
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
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
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
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
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
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evelyns@TheVAB.com
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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