HDTV Owners
The Prospects for
High-Definition Media
DEG Addendum
Research Data
Programming & Content
HDTV Owners Survey
TV Viewing Momentum Since HDTV Purchase *
75%
68%
50%
47%
Total
Blu-ray Users
Non Blu-ray Users
30%
24%
2%
More
About the same amount
Among 18- to 24-year-olds, 53% watch more television
since purchasing an HDTV.
3%
2%
Less
2
Programming & Content
HDTV Owners Survey
Likelihood of Watching a Program Available in HD
37%
Yes, you're usually or always
more likely to watch a show if
it's in HD
You're sometimes more likely
to watch a show if it's
available in HD
57%
29%
In U.S., 66% in total are
more likely to watch HD;
In Japan, this rises to
74%, and drops to 57% in
the U.K.
29%
25%
Total
30%
Blu-ray Users
Non Blu-ray Users
No, you just watch shows
you're interested in seeing,
regardless of HD
34%
18%
41%
3
Based on households receiving HD programming
Programming & Content
HDTV Owners Survey
Types of Shows More Likely to Watch When Available in HD
Movies originally shown in theaters
78%
69%
Sporting events
60%
58%
57%
Travel/Nature shows
One-hour dramas
Special events
49%
48%
45%
44%
38%
Made for TV movies
30-minute comedies
Documentaries
News
Reality programs
Talk shows
How to/Informational programs
Children’s programs
Soap operas
Based on those more likely to watch a program if it’s in HD
25%
24%
22%
17%
4
HDTV and HD Programming
Viewers Who Have HD Watch it Predominantly
Percent of Programming Viewed in HD
22%
31%
27% 28% 29%
20%
20%
20%
16%
12% 14%
14%
10%
2%
75-100%
More than 50%,
but less than 75%
More than 25%,
up to 50%
19%
25% or less
3%
None
3%
Not sure which
programs are in
high definition
In the U.K., less than 25% watch the majority of
their programming in HD.
Total
Received HD Programming since 2008
Based on households receiving HD programming
11%
Received HD Programming since 2006 or earlier
HDTV and HD Programming
HD Makes TV More Valuable and Changes Viewer Behavior
UK: 62%
Japan: 59%
HDTV Opinions*
My TV service would be worth more
with more HD channels**
I’d pay a little more to get at least
some channels in HD**
I’d rather watch a movie for free in SD
than pay for it in HD
I’d rather pay more to get SD content in HD
I go to movies less often and
watch them in HD at home
Now that I have HD,
I don’t like SD channels anymore
I watch shows I might not normally watch,
just because they’re in HD
* Based on households receiving HD programming
**Based on analog/digital cable, satellite or telco subscribers
34%
39%
66%
32%
21%
31%
UK: 37%
69% Japan: 23%
53%
32%
38%
20%
19%
29%
29%
49%
48%
19%
26%
28%
47%
53%
21%
24%
24%
27%
25%
Total
Agree strongly
Agree Somewhat
55%
43%
24%
23%
UK: 31%
Japan: 24%
45%
32%
19%
26%
13%
22%
76%
37%
51%
36%
25%
47%
Ages 18-24
Selected results displayed
HDTV and HD Programming
People Know HD When They See and Hear it
Differences Between Standard TV and HDTV Programs
56%
Sharper picture
95%
94%
51%
68%
16%
More life-like
20%
Presented in wide-screen
Better sound
10%
13%
51%
52%
8%
46%
8%
53%
On-screen program guide
indicates program is in HD
5%
3%
Symbol or words on screen
indicate program is in HD
3%
15%
5%
14%
Based on households receiving HD programming
67%
18- to 24-year-olds
can hear HD sound
20%
16%
Total
First Choice
First + Second
+ Third Choice
Ages 18-24
HDTV and HD Programming
HD Programming Beats Standard TV and Web Video
HDTV Opinions*
23%
66%
HD channels are “much clearer and
more lifelike” than standard TV **
65%
24%
57%
HDTV is a “better overall
entertainment experience” than
internet video
HDTV is a “better overall
entertainment experience” than a
portable video device
28%
61%
28%
58%
25%
59%
25%
Total
* Based on households receiving HD programming
** Based on analog/digital cable, satellite, or telco subscribers
90%
89%
85%
88%
83%
84%
Ages 18-24
Agree strongly
Agree Somewhat
Selected results displayed
HDTV and HD Programming
Viewers Love HD Pictures and Sound But Want More
Satisfaction with Cable, Satellite or Telco*
86%
Quality of the picture of your HD channels **
79%
Quality of the sound on your HD channels **
The number of different standard definition channels
currently offered
63%
58%
Quality of the sound on your standard definition channels
Quality of the picture of your standard definition channels
The number of different HD channels currently offered
* Based on analog/digital cable, satellite or telco subscribers
** Based on Basic HD or Premium HD subscribers
53%
45%
UK: 19%
Selected results displayed
Programming & Content
HDTV Owners Survey
Frequency of Watching HDTV Content (Ave. days/week)
1.61
Watch a standard definition DVD
Watch a program or movie through video on demand (VOD) from
your TV service provider
0.87
Use wired or wireless networking to watch movies, TV shows, or
video content from the internet on your HDTV
0.63
0.36
Watch a Blu-ray Disc
Hooking up your portable video player to your HDTV
Windows Media PC
Xbox Live Marketplace on the Xbox 360
0.25
0.18
0.16
10
Programming & Content
HDTV Owners Survey
Frequency of Watching HDTV Content (Ave. days/week) (cont’d)
The PS3’s PlayStation Network
0.13
The Internet Channel of the Nintendo Wii
0.08
Windows Media Extender
0.08
Using Apple TV to rent movies or buy TV
shows
0.07
Watch a program or movie through the Amazon
Unbox service for TiVo
0.05
Roku Netflix Player
0.05
Watch a movie through your Vudu box
0.03
11
The HD Media Landscape
Ownership/Usage with HDTV
78%
DVD player
43%
VOD
28%
Blu-ray Disc Player
Downloading/streaming services
Upconverting DVD player
21%
14%
28% of HDTV Owners Already Own a BD Player
12
The HD Media Landscape
HDTV Owners Survey
Monthly Usage With HDTV – Additional Criteria
71%
Cable or satellite set-top box
47%
All-in-one home theater system
44%
VCR
34%
HD-capable non-TiVo brand DVR
30%
Standard definition DVD burner or recorder
27%
Standard definition non-TiVo brand DVR
25%
Nintendo Wii
23%
Xbox 360
22%
Sony PlayStation 3
21%
HD-capable TiVo brand DVR
20%
A / V receiver
18%
Standard definition TiVo brand DVR
Over-the-air antenna
PSP (PlayStation Portable)
Blu-ray player (NOT PlayStation 3)
Nintendo DS
16%
14%
11%
10%
13
The HD Media Landscape
HDTV Owners Survey
Satisfaction With Elements Across Platforms
Blu-ray Disc
85%
80%
70%
77%
74%
69%
DVD
76%
VOD
67%
N/A
Sound Quality
Based on users of Blu-ray Disc, DVD and VOD respectively
Picture Quality
Extra Content/Special Features
14
The HD Media Landscape
HDTV Owners Survey
Satisfaction With Elements Across Platforms (cont’d)
Blu-ray Disc
DVD
68%
VOD
60%
52%
51%
51%
46%
Title Availability
Based on users of Blu-ray Disc, DVD and VOD respectively
Price of Titles
15
The HD Media Landscape
HDTV Owners Survey
Opinions on Upconverting DVD Players
69%
"Upconverts" standard DVDs to near HD quality
"Upconverts" a 480i image to the
native resolution of your HDTV
64%
Changes the interlaced video on a standard DVD
to progressive scan quality
64%
"Upconverts" standard DVDs to
the same quality as Blu-ray Discs
36%
Provides playback just as good as a
Blu-ray player but for less money
36%
16
Based on respondents owning an upconverting DVD player
The HD Media Landscape
HDTV Owners Survey
DVD/BD Viewing Frequency (Past Six Months)
Less often
More often
21%
14%
DVD
Blu-ray Disc
13%
44%
Likelihood of Purchasing at Least One Disc (Next Six Months)
Unlikely
Likely
21%
51%
DVD
Blu-ray Disc
18%
Based on users of DVD & Blu-ray Disc with HDTV
56%
17
The HD Media Landscape
HDTV Owners Survey
Blu-ray Disc vs. Streaming/Downloading Services
The picture quality of movies and
TV shows available
37%
25%
The sound quality of movies and
TV shows available
36%
24%
The overall entertainment experience
34%
The number of movies and
TV shows available
The price of movies and
TV shows available
Based on users of Blu-ray Disc with HDTV
19%
14%
35%
34%
38%
23%
17%
43%
6%
5%
48%
18%
2%
11% 5%
17%
10%
Blu-ray Discs are much better
Blu-ray Discs are somewhat better
About the same
Streaming/downloading services are somewhat
18better
Streaming/downloading services are much better
The HD Media Landscape
HDTV Owners Survey
Platform Preferences Based on Price
Price is the same
Downloadable version costs
$5 less than Blu-ray
Downloadable version costs
$5 more than Blu-ray
Based on users of Blu-ray Disc with HDTV
23%
24%
32%
44%
10% 2%
26%
26%
35%
26%
16%
22%
6%
7%
Strongly prefer to have a Blu-ray Disc of the movie
Somewhat prefer to have a Blu-ray Disc of the movie
Makes no difference
Somewhat prefer to download the movie
19
Strongly prefer to download the movie
The HD Media Landscape
HDTV Owners Survey
Content Preferences
Blu-ray is a "better overall entertainment
experience” than standard definition DVD
Blu-ray is a "better overall entertainment
experience” than downloading or streaming
For movies I care about, I prefer Blu-ray to
downloads from an on-line digital service
I would always rather have the Blu-ray
version of a movie over the DVD
For movies I care about, I prefer the Blu-ray
version over streaming
For movies I care about, I prefer the Blu-ray
version over the DVD
40%
28%
42%
24%
35%
40%
38%
Strongly agree
Based on users of Blu-ray Disc with HDTV
21%
44%
29%
23%
23%
68%
66%
65%
63%
63%
61%
Somewhat agree 20
The HD Media Landscape
HDTV Owners Survey
Key Features in Decision to Purchase Blu-ray Disc
84%
High definition picture
82%
Price of the disc
79%
High definition sound
Collectability is 66%
in the U.K.,
49% in Japan
69%
Collectability
Bonus View
BD-Live
42%
37%
21
Based on users of Blu-ray Disc with HDTV
The HD Media Landscape
HDTV Owners Survey
Likelihood of Purchasing a Blu-ray Title Based on Price
$49.99
$39.99
$29.99
$23.99
14%
17%
37%
54%
22
Based on users of Blu-ray Disc with HDTV
The HD Media Landscape
HDTV Owners Survey
Likelihood of Recommending Blu-ray Disc
46%
38%
12%
3%
Very Likely
Somewhat Likely
Not very Likely
Not at all Likely
84% in U.S. and U.K.;
77% in Japan
23
Based on users of Blu-ray Disc with HDTV
The HD Media Landscape
HDTV Owners Survey
Preferred Format for Movies You’re Currently Purchasing
DVD vs. Blu-ray
88%
Blu-ray Users
Non Blu-ray Users
56%
27%
12%
5%
4%
Blu-ray Disc
DVD
Downloading service
24
The HD Media Landscape
HDTV Owners Survey
Preferred Format for Movies You Expect to Purchase (Next Six Months)
82%
58%
Blu-ray Users
Non Blu-ray Users
30%
11%
10%
4%
Blu-ray Disc
DVD
Downloading service
25
Ultimate Home Entertainment Experience
HDTV Owners Survey
What Would You Be Watching?
90%
86%
Blu-ray Users
Non Blu-ray Users
3%
11%
4%
3%
2%
HDTV
Standard definition TV
Computer screen
72%
Where Would You Be Watching?
1%
Portable media player
61%
22%
Living room/
Family room
16%
Dedicated room
for home theater
13%
11%
Bedroom
2%
1%
Kitchen
1%
1%
Kid's Room
2%
0%
Bathroom
26
Ultimate Home Entertainment Experience
HDTV Owners Survey
Where Would You Get the Content?
37%
High definition channel
49%
40%
Blu-ray player
8%
8%
DVD player
19%
7%
Standard definition channel
Video on demand from your
TV service provider
Downloading or streaming
service
11%
Blu-ray Users
Non Blu-ray Users
4%
8%
5%
5%
27
Ultimate Home Entertainment Experience
HDTV Owners Survey
Who Would You Be With?
Blu-ray Users
46%
Non Blu-ray Users
34%
19%
19%
15%
Alone
29%
27%
12%
With friends
With family members
With friends and family
What Type Of Content Would You Be Watching?
53%
54%
21%
15%
24%
18%
2%
Movie
TV show
Sports
4%
Children's
programming
3%
3%
Concert or
music video
3%
1%
User-generated
28
content
Respondent Profile
Respondent Profile
HDTV Owners Survey
Type of Subscription Service
Basic HD service providing
local channels and others
in high definition
68%
44%
Premium HD service
HD television signal via
over-the-air antenna
20%
30
Based on total respondents
Respondent Profile
HDTV Owners Survey
Length of HDTV Service in Household
Since 2006 or before
26%
39%
Since 2007
Started getting HDTV
service this year, 2008
35%
31
Based on those receiving HD programming
HDTV Ownership
HDTV Owners Survey
Number of HDTVs Currently Owned
63%
One
27%
Two
6%
Three
Average # = 1.5 TVs
Four
Five or more
3%
1%
32
HDTV Ownership
HDTV Owners Survey
Where Is Your HDTV Located?
92%
Living room/Family room
38%
Adult's bedroom
9%
Children's bedroom
Kitchen
Bathroom
Other
2%
1%
11%
33
HDTV Ownership
HDTV Owners Survey
Likelihood Of Buying Another HDTV in Next Year
34%
23%
19%
15%
10%
Will definitely buy
Will probably buy
Might/might not buy
Will probably not buy Will definitely not buy
34
HDTV Ownership
HDTV Owners Survey
Approximate Screen Size of Largest HDTV
58%
25%
12%
40 inches or larger
32 to 39 inches
26 to 32 inches
2%
2%
Less than 26 inches
Not sure
Type of HDTV of Largest in Home
65%
12%
Flat panel
Rear-projection
16%
4%
3%
Direct view CRT
Front-projection
35
Not sure
HDTV Ownership
HDTV Owners Survey
Type of Flat-Panel*
Support Full 1080p Resolution?
56%
63%
32%
29%
12%
8%
LCD
Plasma
Not sure
Yes
No
Not sure
How Much Did You Pay for Your HDTV?
58%
Average Price = $1,858
31%
9%
Less than $1,000
Between $1,000 and $3,000 Between $3,000 and $5,000
1%
More than $5,000
36
*Based on those whose largest HDTV is a flat-panel
HDTV Owners
The Prospects for
High-Definition Media
DEG Addendum