Transcript Pause…for DVR Insights

Pause…for DVR Insights
Pause…for DVR Insights
•
DVR penetration nears maturity; one in two homes do not own a DVR
• 60% of ethnic homes do not own a DVR
•
DVR households consume more television, spending 28% more time with the TV than nonDVR homes (P18-49/Total Day)
• 39% more time with TV in Primetime
•
Majority of playback occurs during Primetime and extends into Late Night
• Participations Variety and Drama type of programming is time-shifted the most
•
‘Live’ TV still the norm as three quarters of Primetime minutes (P18-49) are viewed live consistent across the age spectrum
• Drilling down to market level, majority of time with TV is ‘Live’
•
5 out of 10 Broadcast programming minutes are viewed in playback mode versus only 25% of
Cable’s (P18-49, Prime)
• Broadcast’s highest rated premium priced programs tend to be the most timeshifted
•
Over 80% of playback occurs within the first three days; more of Broadcast programming
gets viewed outside the C3 window
•
Social Media encourages engagement with TV programs, consumers recommend and remind
others to view programs and commercials
DVR Penetration Nears Its Maturity As Growth Slows; Today One
In Two Homes Do Not Own A DVR
DVR Penetration: % of U.S. TV HHs
49.0%
47.7%
49.0%
2009
Growth
Year over year
2010
2011
2012
+15%
+11%
+7%
Source: Nielsen; October of each year.
2013
+5%
2014
+1%
Among Ethnic Homes, Penetrations Have Grown But More Than
Half Still Do Not Own A DVR
DVR Penetration: % of U.S. TV HHs
Black
26.9
23.1
2009
30.7
29.0
2010
Source: Nielsen; October of each year.
35.9
32.4
2011
Hispanic
38.7
37.0
2012
40.438.9
2013
43.4
47.7%
40.5
2014
There Is More Individualized Viewing Occurring As Households
Become Multiple DVR Homes, One In Each Room
Percent Of Homes with Multiple DVRs
70.4%
73.5%
+ 22%
24.5%
20.3%
5.1%
1 DVR
2 DVRs
October 2009
Source: Nielsen; Percent of DVR HH only – not total HHs.
October 2014
6.2%
3+ DVRS
DVR Homes Consume More Television Overall,
Spending 39% More Time With TV During Primetime
Time Spent Per Week With TV
A18-49/ DVR v. Non-DVR HH
Non-DVR
23:53
+28%
Total Day
DVR
Non-DVR
30:04
5:42
+39%
Primetime
DVR
7:53
Source: CAB Analysis of Nielsen NPower Live+7 Put; % change of time spent of dvr v non-dvr hh;
Prime=M-Sa 8-11&Su 7-11p; M-Su 6a-6a; 9/22-10/26/14
DVR Usage…
Majority Of Playback Occurs At Days End…During
Primetime and Extends Into Late Night
Share of Avg Minutes Viewed in DVR Playback by Hour
11%
Most Timeshifting
Occurs During 8p-12M
10%
9%
8%
7%
6%
5%
5%
4% 4%
3% 3% 3% 3% 3%
2%
1% 1%
6-7A
7-8A
2%
8-9A 9-10A
3%
2%
2%
1% 1%
10-
11A-
11A
12P
12-1P 1-2P
2-3P
3-4P
4-5P
5-6P
6-7P
7-8P
8-9P
9-10P
10-
11P-
11P
12A
Source: CAB Analysis of Nielsen NPower; base= DVR; viewing source=dvr playback; 9/22-10/26/14
12-1A
1-2A
2-3A
3-4A
4-5A
5-6A
‘Live TV’ Still The Norm As More Than Three-Quarters Of
Viewing Occurs With ‘Live’ Programming
% Live v. Playback Minutes: Primetime
P18-49
19%
24%
81%
76%
Jan '06
Oct '14
Live Minutes
Source: Nielsen, Base=DVR HHs; 9/22-10/26/14
Playback
Among Both Young & Old, Time-shifting is Minimal
P25-49 & Females Tend To Time-shift Their Programming Slightly More
% Live v. Playback Minutes: Primetime
78%
80%
83%
22%
20%
17%
P2-11
P12-17
P18-24
74%
75%
79%
78%
74%
26%
25%
21%
22%
26%
P25-34
P35-49
P50+
M18-49
F18-49
Playback
Source: Nielsen, Base=DVR HHs; 9/22-10/26/14
Live Minutes
Drilling Down To Market Level, Live TV Still Makes Up The Bulk of
How Consumers Watch
Average Time Spent per Day (HH:MM)
Live TV
Pittsburgh
Detroit
Tampa
Philadelphia
Baltimore
Orlando
Charlotte
Cleveland
Atlanta
St. Louis
New York
Chicago
Dallas
Sacramento
Phoenix
Miami
Houston
Washington DC
Boston
Portland
Minneapolis
Los Angeles
Seattle
Denver
San Francisco
Time - Shifting
Over the Top Streaming
5:19
:40
:07
5:19
:46
:03
:09
5:16
:37
5:04
:33
4:53
:31
4:51
4:47
:39
4:45
:45
4:38
:38
4:34
:49
4:30
:33
4:25
:41
4:23
:45
4:19
:48
:30
4:13
:35
4:09
:39
3:54
:38
3:51
:27
3:49
:37
3:37
:39
:38
:38
:07
:09
:06
:09
:10
:12
Source: Local Custom toolbox, May 2014, P 25-54, Time Spent Avg. Daily HH:MM, Live PUT, XPLT & OTT among all LPM markets
:07
:05
:06
:07
:15
:06
:04
:39
4:09
:08
:07
:06
:43
4:16
3:27
:06
:46
4:16
3:39
:05
:09
:05
:07
:07
Participation Variety & Drama Programming Tends To Be
Most Time Shifted In Primetime
Top Genres In Playback: A18-49 Prime
(Base: DVR HHs)
0.73
0.42
0.37
0.18
Participation
Variety
General Drama
Source: Nielsen; primetime;9/22-10/26/14
Conv.,
Colloquies
Comedy
0.17
Sci-Fi
0.13
0.13
Award
Ceremonies
Evening Anima
Diving Deeper Into Programming…
Only A Quarter of Ad-Supported Cable’s Programming Is
Time-shifted versus Half Of Broadcasts
P18-49 % Time-Shifting In Prime By Source
(base=DVR hhs)
24%
48%
76%
52%
Ad-Supp Cable
Live Minutes
Source: Nielsen, Base=DVR HHs.: 9/22-10/26/14: primetime
Broadcast
Playback
Across The Age Spectrum, Only A Fraction Of Cable’s
Programming Is Time-Shifted v. Half Of Broadcast’s
% Time Spent With Time-Shifted Programming in Prime
A18-49
Ad-Supp Cable
24%
Broadcast
48%
A25-54
24%
47%
A2-11
18%
40%
A12-17
18%
45%
A18-24
20%
41%
A25-34
27%
50%
A35-49
23%
48%
A50+
18%
37%
Source: Nielsen, Base=DVR HHs.; % of minutes; 9/22-10/26/14
In fact, Broadcast’s Highest Rated Premium Priced Programs
Tend To Be The Most Time-shifted; Advertisers Commercials
Are Being Fast-forwarded
Top 15 Most Time-Shifted Primetime Broadcast Programs
Timeshifted
Rank
A18-49
Total Rank
1.
1st
6.
12th
2.
11th
7.
7th
3.
10th
8.
5th
11.
12.
13.
4.
5.
9th
8th
9.
10.
13th
6th
23rd
14th
14.
16th
15.
15th
11th
Source: CAB analysis of Nielsen playback AA% (ranked on playback a1849 AA%); A18-49; Primetime; 9/22 - 10/26/14;
Rank is based on total U.S. A18-49
A Look At Delayed Viewing: Are Viewers Watching Their
Time-shifted Programming In The First Three Days or
Waiting To Catch Up?
Over 80% Of Playback Occurs Within The First Three Days; Playback
During Days 4-7 Is Slightly Greater Among Broadcast Programming
Playback Day 1-3 v 4-7 Minutes (A18-49): Prime
Ad-Supported Cable
Broadcast
STD ’09/10
STD ‘14/15
STD ‘09/10
STD ‘14/15
Days 1-3:
89%
88%
86%
84%
Days 4-7:
11%
12%
14%
16%
DVR Playback:
Source: Nielsen; base=DVR HHs; 9/22-10/26/14 v same periods prior years; Prime; Share of avg minute viewed; Bdcst 6
For The Top 25 Programs, Broadcast Programs Gain
More Viewing Outside the C3 Window
Top 25 A18-49 Programs – Cable & Broadcast
% Playback During Days 4-7
%
Playback
9% and
Under
# of Cable
Programs % of Total
# of
Broadcast
Programs
% of Total
6
24%
1
4%
10-13%
10
40%
6
24%
14-19%
7
28%
10
40%
20%+
2
8%
8
32%
25
100%
25
100%
Total:
Source: Nielsen; DVR HHs; 9/22-10/26/14; Prime; Share of avg minute viewed days 4-7 ; exludes sports/specials
60% of Broadcast’s Top 25 Programs Have Playback Rates Above the
Average of 15%
Top 25 Broadcast A18-49 Programs In Prime
% Playback Minutes During Days 4-7
4-7 Day Broadcast Playback average = 15%
Prime
A18-49 Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
% of Playback
Min
Net Program Name
in Days 4-7
CBS BIG BANG THEORY, THE
13%
ABC MODERN FAMILY
20%
ABC HOW TO GET AWAY W/MURDER
15%
FOX OT, THE
2%
FOX FAMILY GUY
14%
NBC VOICE
12%
ABC SCANDAL
12%
NBC BLACKLIST
18%
FOX GOTHAM
23%
NBC VOICE-TUE
16%
CBS SCORPION
20%
ABC GREY'S ANATOMY
14%
ABC ONCE UPON A TIME
16%
CBS CRIMINAL MINDS
22%
ABC BLACK-ISH
17%
Prime
A18-49 Rank
16
17
18
19
20
21
22
23
24
25
% of Playback Min
Net
Program Name
CBS NCIS
FOX SIMPSONS
NBC CHICAGO FIRE
CBS SURVIVOR
CBS NCIS: NEW ORLEANS
ABC GOLDBERGS, THE
FOX BROOKLYN NINE-NINE
ABC MARVEL AGENTS S.H.I.E.L.D
FOX SLEEPY HOLLOW
NBC LAW AND ORDER:SVU
Source: Nielsen; DVR HHs; 9/22-10/26/14; Prime; Share of avg minute viewed days 4-7 ; exludes sports/specials
in Days 4-7
18%
11%
14%
10%
23%
16%
12%
24%
20%
20%
The Additional 4 Days of Playback Results in a Larger Increase in
Broadcast’s Ratings
A18-49 STD Ratings: Primetime
Ad-Supported Cable
Broadcast
Live:
13.4
7.5
Live+3:
15.8
10.5
+2%
Live+7:
Source: Nielsen; composite;9/22-10/26/14
16.1
11.0
+5%
Social Media Encourages Engagement
With a TV Program
Social Media Encourages Viewers To Engage With
Programs and Commercials While Watching
Why Do You Post/ Tweet / Chat
During a TV Show? (%) A18-49
See what
others think
about show
Saw an
ad/product I
like and
want to
share
Like
engaging in
play along
games
How Often Do you Chat / Post / Tweet About a Show
While Watching TV? (A18-49)
46
31
Teens 28%
18-24 34%
25-34 29%
35+ 29%
Teens & Young
Adults are even
higher daily users:
•40% of Teens
•41% of 18-24
•39% of 25-34
•27% of 35+
28
61% chat / post / tweet a
few times a week or more
Source: CAB Video Nation 2013 report; BASE: Respondents who engage in Social TV
It Also Has A Significant Impact On Recommending, Reminding
Others To View Programs While Viewing
Topic of conversation about how when communicating
face to face vs. via Social Media while watching
55%
Discussing what happened
Recommending the show
34%
15%
What might happen next
33%
27%
Liking the show
25%
A reminder about the show
23%
12%
A Character in the show
13%
30%
19%
Via Social Media
Face to Face
14%
14%
TV Scheduling/plans to watch
An actor/actress in the show
Source: CRE Talking Social TV
8%
10%
66%
Enhanced TV Services…
Enhanced TV Services Offered By Your Cable Provider:
Offering A Variation On the DVR
Various MSO’s offer the following services in select markets. These services are
free with Digital Cable:
Start Over – Provides you with the power to restart and watch a program from the
beginning. With Start Over, the fast-forwarding function will be turned off. Shows
airing can be restarted multiple times within their normal broadcast time. For
example, if a program airs from 7 to 7:30, you will be able to restart it at any time
during that half hour until 7:29 and 59 seconds.
And while you’re watching a Start Over show, you can:
REWIND the show while it's playing
PAUSE it for up to 5 minutes
RESUME: change the channel then come back within 5 minutes to where you
left off in your Start Over program (as long as the show is still in it's original
broadcast window).
Note: Start Over may not be available in all areas.
Look Back - Allows you to view shows that have already aired up to 3 days
later! Look Back is available on select shows from participating networks