Contents
Video viewing by screen................................................................. 3-4
By Key Demo....................................................................................5
By Young Adults...............................................................................6
By Ethnicity...................................................................................7-8
TV’s reach by demo/ethnicity.............................................................9
Live TV Programming.........................................................................10
Media Consumption........................................................................... 11
Device Penetration............................................................................. 12
Computer/Smartphone Video Trends......................................14-19
App/Web usage.......................................................................20-22 Multi-Media Device Usage.........................................................24-26
Video Game Console Usage...................................................... 27-29
VIDEO VIEWING BY SCREEN
More People Are Viewing On A TV Set Than Any
Other Medium – Reaching 226 Million Monthly;
Up Slightly From Year Ago
Number of P18+ Users Per Month:
(in Millions)
1Q16
P18+ Users of TV Per Month:
(in Millions)
1Q16
6
22
TV (includes Timeshifted TV)
2
11
Video On PC
6
10
6
10
93
61
1Q14
60
Multimedia Device
3
22
2
22
1Q14
60
Game Console
Multimedia Device
6
22
61
DVD/Blue-ray
Game Console
93
Tablet
DVD/Blue-ray
3
22
2
22
2
11
Video On PC
Tablet
6
22
1
15
Video On Smartphone
6
22
1
15
TV (includes Timeshifted TV)
Video On Smartphone
1Q15
1Q15
1Q16
1Q16
Source: Nielsen Total Audience Report, 1Q16; TV includes timeshifted TV
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
3
VIDEO VIEWING BY SCREEN
Even though Digital Use Is Up, Television Still
Commands 90% of Total Video Time
Monthly Time Spent by Device Among P18+
(Hrs:min)
Video On Computer
Video On Smartphone
(16:55)
(2:31)
9%
1%
TV
90%
(165:04)
Source: Nielsen Total Audience Report 1Q16; Total video=TV + internet video and smartphone video
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
4
VIDEO VIEWING BY SCREEN
Practically 8 Out of 10 Total Video Minutes Are
Spent With TV Among Key Consumer Targets
Monthly Time Spent by Device
(Hrs:min)
Watching
Television
Watching Video
on Computer
Watching Video on
a Smartphone
TV’s Share
Of Total Video Time
26:09
3:39
77%
P18-49122:44
22:03
3:01
83%
P25-54143:13
19:54
2:26
87%
P18-34 100:37
Source: Nielsen Total Audience Report 1Q16; Total video=TV + internet video and smartphone video.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
5
VIDEO VIEWING BY SCREEN
Even Young Adults Are Spending More Than
Three-Quarters Of Their Total Video Time In
Front Of The Television
Monthly Time Spent by Device
(Hrs:min)
Watching
Television
Watching Video
on Computer
Watching Video on
a Smartphone
TV’s Share
Of Total Video Time
T12-17 71:50
13:27
n/a
84%
P18-2482:16
24:48
4:31
74%
P25-34113:35
26:52
2:57
80%
Source: Nielsen Total Audience Report 1Q16; Total video=TV + internet video + smartphone video
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
6
VIDEO VIEWING BY SCREEN
TV’s Reign Holds True Across All Ethnicities –
Governing Majority of Their Total Video Time
P18+ Monthly Time Spent by Ethnicity (Hrs:min)
1Q16
89%
With TV
3:48
25:49
$17.3
82%
With TV
232:19
$18.7
3:59
76%
With TV
23:50
3:59
25:06
Blacks
TV
123:36
90:04
Hispanics
Asians
Video On Computer
Video On Smartphone
Source: Nielsen Total Audience Report 1Q16; Total video=TV + internet video + smartphone video
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
7
VIDEO VIEWING BY SCREEN
In Effect, More Ethnic Viewers Tuned In To Their
TV Sets versus Year Ago, Especially Hispanics
Monthly P2+ Viewers Of Television
Black
Hispanic
Asian
1Q1537,712,000
48,695,000
15,310,000
1Q16
49,872,000
15,863,000
38,506,000
(+/-)+794,000
+1,177,000
+553,000
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
8
TV’S REACH BY
DEMO/ETHNICITY
On the Whole, TV’s Reach Is Undeniable…
Commanding Nearly 8 Out of 10 Total Viewing
Minutes Across The Board, Across All Ethnicities
TV’s Share of Total Video Minutes By Demo By Ethnicity (Monthly)
K2-11 T12-17P18-24P25-34P35-49P50-64 P65+
Composite
87%84%74%80%88%94%97%
Black 91%91%76%82%88%93%98%
Hispanic
85%82%66%74%82%91%93%
Asian 100%
100%56%67%72%88%94%
Source: Nielsen Total Audience Report 1Q16; Total video=TV; internet video and mobile video
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
9
LIVE TV PROGRAMMING
And Majority of Viewing is With Live TV
Programming – Even Among Young Adults
TV’s Share of Total Video Minutes By Demo By Ethnicity (Monthly)
P2+
K2-11 T12-17P18-24P25-34P35-49P50-64 P65+
Time-shifted TV
22:52 14:4811:0112:2920:2726:5929:20 28:41
Live TV
125.27 80.3760.4969.4793.08120.3170.32204.1
% Live TV 85% 84%85%85%82%82%85% 88%
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
10
MEDIA CONSUMPTION
With So Many Choices Available Today, Media
Consumption Is On The Rise – up 1 Hour From
Year Ago
Time Spent Per Adults Per Day With Media
1Q14
:07
12
2
9:3
9
9:3
1Q15
:04
12
1Q16
:17
13
:39
10
9
8:3
5
8:4
6
9:2
0
5:1
Composite
Black
Hispanic
1
5:2
1
5:3
Asian
Source: Nielsen Total Audience Report, 1Q16;A18+; total media=tablet, smartphone app/web, internet on pc, multimedia device, game console, dvd, radio, TV (includes time-shifted)
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
11
DEVICE PENETRATION
…and Penetration of Various
Technologies Increases
1Q16 Device Penetrations
YOY
diff %
YOY
diff %
HD TV
94%
Smartphone
81%
DVD
77%
VOD
64%
Tablet
58%
+4%
+10%
-3%
+4%
+17%
DVR
50%
SVOD
50%
Game
Console
44%
Multimedia
Device
24%
Enabled
Smart TV
23%
+3%
+19%
-4%
+10%
+43%
Source: Nielsen Total Audience Report, 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
12
Computer & Smartphone
Video Trends
COMPUTER/SMARTPHONE
VIDEO TRENDS
Overall, Fewer People Are Using The Internet on
the Computer – 10 Million Less P2+
Absolute Change v. YAG in # of Users (OOO) of Internet With PC/ Monthly
(1Q16 v. YAG)
95
1,0
K2-11
T12-17
P18-24
P25-34
P35-49
P50-64
P65+
-1,
47
2
-4
72
-1,
07
3
-2
,08
1
-2
,97
1
-2
,80
1
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
14
COMPUTER/SMARTPHONE
VIDEO TRENDS
…and In Effect, Viewing Less Video On
Their Computers
Absolute Change v. YAG in # of Users (OOO) Viewing Video on PC/ Monthly
(1Q16 v. YAG)
K2-11
T12-17
P18-24
P25-34
P35-49
P50-64
60
P65+
-1,
54
0
-1,
32
2
-1,
37
6
-2
,15
1
-3
,83
7
-4
,39
6
15 Million Less P2+ Viewing Video on PC
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
15
COMPUTER/SMARTPHONE
VIDEO TRENDS
However, They Are Watching For a Longer
Period Of Time
% Change v. YAG in Monthly Time Spent with Computer Video
(1Q16 v. YAG)
%
108
%
88
%
62
35%
33%
%
29
%
20
P2+
Time
Spent
16:38
K2-11
T12-17
14:10
13:27
P18-24
24:48
%
14
P25-34
P35-49
P50-64
P65+
26:52
18:07
12:15
7:32
Time spent is highest among P18-34
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
16
COMPUTER/SMARTPHONE
VIDEO TRENDS
Viewer Migration From Computer Video to
Smartphone Video Flows At a Healthy Pace
Percent Change in # of Viewers P2+/Monthly
1Q16 v. YAG
Computer Video
Smartphone Video
Composite
-11%+18%
Black
-11%+15%
Hispanic
-10%+10%
Asian
-15%+7%
Source: Nielsen Total Audience Report, 1Q16; smartphone= A18+
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
17
COMPUTER/SMARTPHONE
VIDEO TRENDS
…and Propels Smartphone’s Video Reach To
Attain Its Highest Level To Date
P18+ Monthly Reach by Ethnicity
1Q16
Video On Computer
Video On Smartphone
11
1,0
5
1
4
,36
2
1
1
9
,84
15
Composite
1
,78
19
Black
2
,16
15
8
,27
27
Hispanic
52
4,3
65
8,3
Asian
Source: Nielsen Total Audience Report 1Q16; smartphone video=A18+
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
18
COMPUTER/SMARTPHONE
VIDEO TRENDS
Smartphone Video Usage Is Up Considerably
% Change in Time Spent With
Smartphone Video/Monthly
(1Q16 v. YAG)
% Change v. YAG in P18+ Monthly
Time Spent by Ethnicity
1Q16 v. YAG
6%
10
%
61
6%
10
Composite
Blacks
%
26
Hispanics
A25-34
A35-49
Asian
%
50
A65+
%
42
%
16
A18-24
%
58
%
38
A50-64
A
4%
2
-
Source: Nielsen Total Audience Report 1Q16; smartphone video=A18+
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
19
COMPUTER/SMARTPHONE
VIDEO TRENDS
In General, App/Web Usage Is Up –
Reaching Its Highest Level To Date
1
,77
0
19
# of P18+ (OOO) Using Smartphone App/Web Monthly
1
,89
2
18
8
,74
5
17
5
,14
6
17
2Q15
3Q15
+12% v.
YAG
3
,30
0
17
8
,79
2
16
3Q14
3
,57
3
16
4Q14
1Q15
4Q15
1Q16
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
20
COMPUTER/SMARTPHONE
VIDEO TRENDS
Usage Is Driven By Both Ends Of The
Age Spectrum
% Change In App/Web Usage On Smartphone by Age
Monthly Time Spent 1Q16 v YAG
%
46
%
44
%
37
%
26
A18-24
%
23
A25-34
A35-49
A50-65
A65+
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
21
COMPUTER/SMARTPHONE
VIDEO TRENDS
…and Is Up Significantly Across All Ethnic Segments
Change in P18+ Video on Smartphone Monthly Usage
1Q16 v. YAG
Absolute
Change
In Users
% Change In
Time Spent
Black
Hispanic
Asian
2,779,000
3,524,000
933,000
+30%
+24%
+15%
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
22
With Rise Of Alternate
Viewing Platforms, What
Is State of Multi-Media
Device & Gaming Usage?
MULTI-MEDIA
DEVICE USAGE
Multimedia Device Usage is Up 11% versus Year Ago –
Reaching Over 79 Million Consumers
# Of Users P2+ (OOO) on Multimedia Devices
7
,06
1
6
1
,70
9
7
1
,49
6
6
3
,11
72
6
,23
3
5
6
,40
3
3
1Q14
6
,58
35
2Q14
1
,72
38
3Q14
3
,69
2
4
4Q14
1Q15
2Q15
3Q15
4Q15
1Q16
Source: Nielsen Total Audience report 1Q16; 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
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
24
MULTI-MEDIA
DEVICE USAGE
Millennials Spend A Large Amount of Time With
Multimedia Devices – Averaging About 8 Hours
More Than Most Segments
Time Spent with Multimedia Devices/Monthly 1Q16
(Hrs:min)
:51
32
:11
33
:50
25
:52
23
:35
20
CH2-11
T12-17
A18-24
A25-34
A35-49
:56
22
A50-65
:17
24
A65+
Source: Nielsen Total Audience Report 1Q16; 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
35
STATE OF DIGITAL VIDEO 30
MULTI-SCREEN INSIGHTS – 1Q16
25
MULTI-MEDIA
DEVICE USAGE
However, Time Spent Continues To Decline Among
These Young Adults - Down 5% Among A18-24
% Change in Time Spent with Multimedia Devices/Monthly
1Q16 v. YAG
%
20
%
13
9%
5%
A18-24
CH2-11
T12-17
A35-49
A25-34
A50-65
%
-2
%
-5
A65+
-1%
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
26
VIDEO GAME
CONSOLE USAGE
Game Console Usage Is Down With Fewer
Consumers Utilizing Them – Especially
Children and Teens
Absolute Change in Game Console Reach/Monthly
1Q16 v. YAG
CH2-11
T12-17
A18-24
A25-34
A35-49
A50-65
A65+
8
-6
%
-5
07
-6
42
-4
85
-5
115
-1,
7
46
-1,
2
72
-1,
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
27
VIDEO GAME
CONSOLE USAGE
…and Time Spent Is Flat With These Younger
Consumers
% Change in Time Spent with Gaming Consoles/Monthly
1Q16 v. YAG
%
20
%
16
-1%
CH2-11
1%
T12-17
%
14
%
-2
A18-24
%
-2
A25-34
A35-49
A50-65
A65+
20
15
Source: Nielsen Total Audience Report 1Q16
10
MULTI-SCREEN INSIGHTS – 1Q16
STATE OF DIGITAL VIDEO 28
VIDEO GAME
CONSOLE USAGE
Similar Trend When Looking At Ethnicity –
Game Console Reach Declines
Change in P2+ Game Console Monthly Usage
1Q16 v. YAG
Absolute
Change
In Users
% Change In
Time Spent
Black
Hispanic
Asian
-412,000
-379,000
-855,000
+2%
-3%
+5%
Source: Nielsen Total Audience Report 1Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 1Q16
29
CONTACT US
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Sean Cunningham
Danielle DeLauro
President & CEO
SVP Strategic Sales Insights
212-508-1223
212-508-1239
Jason Wiese
Evelyn Skurkovich
[email protected]
VP Strategic Insights
212-508-1219
[email protected]
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VP Strategic Research & Insights
212-508-1220
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