brian fuhrer: senior vice president, product leadership, national and cross-platform television...
TRANSCRIPT
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TRENDS AND OPPORTUNITIES BASED ON U.S. VIDEO CONSUMPTION
Brian Fuhrer SVP, Product Leadership
WHAT’S ON THE MENU?
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WHAT’S ON THE MENU? Trends and opportuniOes in the U.S. video market..
A brief review of some key trends • The past 5 years in the next 5 minutes
Recent landscape changes driving opportuni:es The increasing popularity of Video On Demand
Key enablers to sa:sfying the VOD appe:te…
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YEARS 5THE LAST
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MINUTES 5IN THE NEXT
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SMARTPHONES
Source: Nielsen’s Q3 2008 3 Screen Report and Q2 2013 Cross PlaXorm Report, StaOsOc: Average number of persons watching video on a mobile phone during a month.
U.S. smartphone video consumers have quintupled
from 10 to 50 Million
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MOBILE VIDEO
Source: Nielsen’s Q3 2008 3 Screen Report and Q2 2013 Cross PlaXorm Report, StaOsOc: Average number of persons watching video on a mobile phone during a month.
Mobile video users are spending 59% more Ome watching
video on their phones.
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TABLETS
Source: NPower, NPM Panel, StaOsOc: Number of households with at least 1 tablet, Interval: 11/02/2013
Introduced just 3 years ago, over 35 million U.S.
homes have at least one tablet
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COMPUTER STREAMING
Source: Nielsen’s Q3 2008 3 Screen Report and Q2 2013 Cross PlaXorm Report, StaOsOc: Average minutes per user per day streaming video on a computer
Video consumpOon on a computer is up 157% among users
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MULTI-‐MEDIA DEVICES
Over-‐The-‐Top enabling devices are steadily gaining
tracOon
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OVER-‐THE-‐TOP
Source: Nielsen’s NPM Panel, StaOsOc: Unweighted count of homes with a television that is enabled to access the internet either directly or through an adached device, Interval: 10/25/2013
25% of U.S. TV homes can now access internet video directly on their television
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VIDEO GAME CONSOLE
Source: NPower, StaOsOc: Percent of total screen Ome that is adributed to video game console usage, Interval: Q3 2013 (7/1/2013 -‐ 9/29/2013)
12% of total TV screen Ome for 18-‐24 year olds is now spent with a game console
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DVD USAGE
Source: NPower, StaOsOc: Average minutes per person per day using a DVD player, Interval: Q3 2008 (6/30/2008 -‐ 9/28/2008) and Q3 2013 (7/1/2013 -‐ 9/29/2013)
18-‐24 year olds have cut their DVD player
usage by 50%
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VCR
The VCR has virtually
disappeared
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DVR PLAYBACK
Source: NPower, StaOsOc: Average minutes per person per day watching Ome shijed television, Interval: Q3 2008 (6/30/2008 -‐ 9/28/2008) and Q3 2013 (7/1/2013 -‐ 9/29/2013)
35-‐54 year olds have doubled their
Omeshijed viewing
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LIVE TELEVISION
Source: NPower, StaOsOc: Average minutes per person per day watching live television, Interval: Q3 2008 (6/30/2008 -‐ 9/28/2008) and Q3 2013 (7/1/2013 -‐ 9/29/2013)
12-‐17 year old Americans
are watching 26 minutes less live TV per day
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TOTAL TELEVISION SCREEN TIME
Source: NPower, StaOsOc: Average minutes per person per day using the television, Interval: Q3 2008 (6/30/2008 -‐ 9/28/2008) and Q3 2013 (7/1/2013 -‐ 9/29/2013)
The total Ome spent using a television has increased by 5%
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SOME MORE RECENT DEVELOPMENTS:
TWITTER, SMART TV’S, AND CABLE MIGRATION
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WE ALL KNOW THAT PEOPLE TWEET ABOUT TV Viewers interacOng with television programming through social media is an important consumer phenomenon
Source: Nielsen Social, Unique Audience Data from 9/1/13-11/30/13, Nielsen Qtr 3 2013 Connected Devices Report
of smartphone/tablet owners use devices as second-‐screens
while watching TV
Tweets about U.S. TV in 2013, sent by 36 million people
Average Daily Unique Audience seeing Tweets
about U.S. TV
11 990 84 percent million million
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SMART TV GROWS FROM 13% TO 18% YOY Smart TVs are more likely to be located in the Living Room
Source: Nielsen Custom Data HHLD, February 2014
February 2014
No Smart TV, 82%
Smart TV and
enabled, 10%
Smart TV and not enabled,
9%
18%
Smart TV PenetraOon
71%
20%
5% 4%
Living Room Bedrooms
Basement Other
Smart TV by LocaOon
52% enabled
51% enabled
53% enabled 49% enabled
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DISTRIBUTION CONTINUES TO SHIFT FROM WIRED CABLE
9.3 9.4 9.5 9.5 10.2
55.7 53.6 51.8 49.5 47.1
5.3 6.6 7.9 9.4 10.9
29.6 30.4 30.8 31.5 31.8
Feb '10 Feb '11 Feb '12 Feb '13 Feb '14
Broadcast Only Wired Cable (No Telco) Telco ADS
Percent of Total US
Source: Nielsen NPM, data from the 15th of each month, based on scaled installed counts, Broadband Only Households fall into the ADS bucket Percent of Total US is based on a sum of the four breaks listed and is slightly higher than total Composite households
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Homes with alternaOve means to receive content
BROADBAND ONLY SKEWS YOUNGER
Source: Nielsen NPOWER, Based on Scaled Installed Households, Feb ‘14
Total U.S. African American
Asian American Hispanic
White Non-‐Hispanic
HH 1.6% 1.0% 4.1% 1.2% 1.6%
P2-‐11 2.5% 0.8% 2.8% 0.6% 3.5%
P12-‐17 1.6% 1.0% 2.3% 1.6% 1.7%
P18-‐34 3.3% 2.3% 7.2% 1.2% 4.0%
P35-‐49 1.6% 1.0% 1.6% 1.1% 1.9%
P50+ 0.3% 0.0% 0.4% 0.0% 0.4%
Broadband Only PenetraOon%
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AN OPTION GROWING IN POPULARITY:
VIDEO ON DEMAND
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THERE WILL ALWAYS BE LIVE TELEVISION Live events and top programs conOnue to adract a live audience
Source: NPower, StaOsOc: Percentage of prime Ome program viewing that was live versus playback within 7 days (p2+), Interval: September 2013 (8/26/2013 – 9/29/2013)
94% 94% 88% 88% 86% 77% 77%
6% 6% 12% 12% 14%
23% 23%
News Sports Event Awards Ceremonies
Comedy Variety SituaOonal Comedy
General Drama General Variety
Live Timeshijed
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TV Viewing OpOons
Mobile Devices
TradiOonal Linear
On Demand
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A THIRD OF PEOPLE ACCOUNT FOR HALF THE VIEWING (HINT: AND THEY’RE NOT THE YOUNGEST HALF)
13.4% 9.6%
8.4% 5.1%
9.8% 6.7%
13.2%
10.9%
20.1%
20.0%
7.4%
8.9%
27.8% 39.0%
Universe EsOmate PUT
P55+
P50-‐54
P35-‐49
P25-‐34
P18-‐24
P12-‐17
P2-‐11
35% of pop account for almost half of all Ome spent using television
Source: NPOWER, Share of UE vs. Share of PUT – Total Day, 9/23/13 – 02/23/14
Universe Es:mate (000)
PUT (000)
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VIDEO ON DEMAND ENABLERS
CONTENT ACCESSIBILITY INTERFACE
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THE NEW ENTRANT: SUBSCRIPTION VIDEO ON
DEMAND
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SUBSCRIPTION VIDEO ON DEMAND DEFINED
Subscrip:on Video On Demand, [SVOD], On demand video content made available to consumers via internet connected devices on a subscripOon basis (separate from MVPD subscripOon). Examples include: Ne1lix, Hulu Plus, and Amazon Prime.
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5%
Hulu Plus
Amazon Prime
8%
SUBSCRIPTION VIDEO ON DEMAND PENETRATION 1/3 of U.S. television households report they have access to an SVOD service
Source: NPower, StaOsOc: Percent of homes with SubscripOon Video On Demand access, Interval: 10/13/2013
29%
Neclix
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Broadband only TV homes
88%
Broadcast only TV homes
with internet
49%
Cable Plus homes
with internet
36%
WHICH HOMES HAVE NETFLIX? 33.5 million U.S. homes have access to NeXlix
Source: NPower, StaOsOc: Percent of homes with NeXlix access, Interval: 10/13/2013
TV homes
29%
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NETFLIX COVERAGE COMPARED TO NETWORKS NeXlix’s coverage closely aligns with that of U.S. premium pay networks
Source: NPower, StaOsOc: Percent of US Televisions households that receive content, Interval: 10/13/2013
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TWC
USA
NICK
CNN
HIST
AMC
CMDY
ESPN
SYFY
VH1
TVL
CNBC
BE
T Fox Sports 1
InvesOgaOo
n Discovery
OWN
MTV
2 NBC
Spo
rts N
etwork
FOX Bu
siness N
etwork
INSP
WGN
A FU
SE
FXX H2
NKTNS
UP
MIL
DesOnaOo
n Am
erica
TV1
SPRT
G4
FX M
ovie Chann
el
Encore
Encore Prim
ary
Fox Sports 2
HBO Prim
e Starz P
rimary
FOXD
Discovery En Espanol
NeXlix 29.0%
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“RECENTLY TELECAST” VIDEO ON DEMAND –
A NEW WAY TO DELIVER PREMIUM
CONTENT
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RECENTLY TELECAST VIDEO ON DEMAND DEFINED
Recently Telecast Video On Demand, [RTVOD], On demand content provided by MVPDs that is taken directly from the live/linear airing (including same commercials) within 7 days of broadcast. Viewing credits back to TV raOngs as Omeshijed viewing. All major U.S. broadcast networks and most cable networks now make their content available via RT VOD via all major MVPDs.
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VIEWERS TEND TO BE YOUNG AND UPSCALE A look at “Recently Telecast On Demand” viewers
Source: NPower, StaOsOc: Percent of persons p2+ that watched a recent program either live or on VOD and reside in homes with the corresponding characterisOcs, Interval: October 2013
HOH Age W/CHILDREN INCOME
8%
25% 18% 18%
38%
29%
HOH Age < 35 Presence of Chidren HH Income > $100K
Live VOD
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THE PAYOFF: ON DEMAND DELIVERS THE MESSAGE ProporOon of the commercial raOng to program raOng for a U.S. broadcast network
Source: NPower, StaOsOc: The raOo of the commercial average audience against the program average audience, Interval: September 2013 (08/26/2013 -‐ 09/29/2013)
Live 95.1%
DVR 49.9%
VOD 96.8%
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A TIPPING POINT?: VOD VS. DVR
Source: NPower, StaOsOc: Percent of total program and total commercial playback minutes that were adributed to VOD (p18-‐24), Interval: October 2013
VOD % of Non-‐Live Viewing
Viewing of commercial minutes, persons 18-‐24 for a popular new acOon show
VOD % of Total Viewing
22% 55%
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POPULAR NEW ACTION SHOW COMMERCIAL MINUTES
Source: NPower -‐ NPM Panel, Interval: Week of 10/07/2013
P18-‐24
66%
Homes Capable of Viewing NeXlix
VOD % of Non-‐Live Viewing
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KEY ENABLERS TO SATISFYING THE VIDEO APPETITE…
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KEYS TO SUCCESS FOR VIDEO ON DEMAND
CONTENT ACCESSIBILITY INTERFACE SUCCESS
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KEYS TO SUCCESS FOR VIDEO ON DEMAND
INTERFACE
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