SOLVING THE VIEWING PUZZLE:
ASSESSING REACH OF SVOD CONTENT ON THE BIG
SCREEN
NATHALIE SONCK (SKO), LIESBETH NEKKERS (GfK) – ASI NOVEMBER 2016
SKO – DUTCH TV JIC
Since 2002 TV-JIC audience measurement:
Advertisers (BVA), Media Agencies (PMA), Public broadcaster (NPO) &
Sales houses of broadcasters (Screenforce)
Daily TV-ratings
Since 2016 daily online ratings
STARTING SIMPLE 2X2
TV
Online
x
Broadcast moment
Viewing moment
KNOWING THE UNKNOWNS
TV viewing time
Total TV screen time
BUILDING BLOCKS FOR TV
LIVE
TSV
TV viewing time
DVD/HDR
TV screen other
Total TV screen time
FOCUS ON YOUNGER GENERATIONS
DUTCH ARE HIGHLY DIGITALIZED AND QUICKLY PICK UP ON TRENDS
SOURCE: TRENDS IN DIGITAL MEDIA (DECEMBER 2015); GFK DAM (JANUARY – JUNE 2016, 13 YEARS AND OLDER)
Twitter 25%
penetration one
of the highest
in Europe
Addicted to
Netflix since
launch Sept 2013
23% Netflix
usage
Radio faces
Never give up on
strong
Teletekst. App
competition from
users spend 24
Spotify: 21%
min in Dec 2015
reach in the
(double Dec 2014
Netherlands
Insane Snapchat
use among
13 – 17 year
olds: 52%
NU.nl competing
as Sanoma‘s
news app against
global platforms:
55% reach
Quick to pick up
on Pokémon
trend: 16% has
used the app
within a month
of its release
OVERALL TOTAL TV SCREEN USAGE STABLE…
300
in mins
250
200
150
100
50
0
2014
2015
2016
in mins
….NON BROADCAST VIEWING INCREASED AND NOW STABILIZING
6+
18
16
14
12
10
8
6
4
2
0
jan-14 apr-14
jul-14
25-34 yrs
okt-14 jan-15 apr-15
Week
jul-15
okt-15 jan-16 apr-16
jul-16
SVOD SERVICES
SVOD
2014
12%
7%
2015
22%
15%
2016
33%
23%
Is it a
world yet?
Netflix is well
established in
some markets, but
not all, particularly
in APAC & Europe
outside UK, & NL
% of all adults who currently
use Netflix
11%
24%
23%
UK
7%
11%
33%
30%
Mexico
Brazil
% % of all adults who currently
use another SVOD provider
%
8%
Netherlands
11%
16%
6%
5%
Italy
Germany
Netflix had not
launched In India at
the time of fieldwork
8%
23%
13%
6%
4%
Source: GfK Viewscape 2016
© GfK 2016 |GfK ViewScape | Global Review
Australia
Singapore
India
12
VOD LIBRARY IS ADDED TO TV MEASUREMENT
LIVE
TSV
DVD/HDR
TV screen other (VOD library)
NETFLIX ON THE BIG SCREEN
Highest reach 25 – 34 year olds
Highest viewing time on Sundays
77% of viewing via media center
THE MORE NETFLIX, THE MORE TV
total population
300
Netflix viewers
250
200
150
100
50
0
okt-15
nov-15
dec-15
jan-16
feb-16
mrt-16
apr-16
mei-16
jun-16
NETFLIX ON SECOND SCREENS: REACH JAN – JUNE 2016
Netflix
YouTube
87,3
84
71,3
44,4
29,1
18,4
Total
13 - 19 years
20 - 34 years
Source: GfK DAM (January – June 2016, 13 years and older)
© GfK 2016 |GfK ViewScape | Global Review
16
SVOD TRENDS
-
Increase SVOD viewing on all
screens, especially Netflix
-
Viewing time SVOD on big
screen seems to be stabilizing
-
Netflix viewers also love
broadcast content
-
25 – 34 year olds watch Netflix
on big screen. Teenagers on
second screen.
WHEN WILL TSV LEVEL OUT?
7,2%
6,5%
5,5%
4,7%
3,2%
2011
3,4%
2012
2013
2014
2015
2016
hours of viewing per week
WHAT WILL THE FUTURE BRING?
24
20
16
12
8
4
born in 1985 (36 yrs)
born in 2000 (16 yrs)
0
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35
age
INTERPLAY BETWEEN CONTENT – DEVICES – CONSUMERS
CONTENT
DEVICES
CONSUMERS
TV content online
Online content on TV
Global SVOD-players
Targeted audience
Recommendation
engines
TV connected devices
Connected TV’s
Personal viewing
devices
TSV and VOD viewing
Out-of-home
Individualization
Social
TOOLS NEEDED TO MAKE THE UNKNOWN KNOWN
• Extending video database for
audio matching
• Increasing sample rate
• Fusing RPD- and TV-panel
• IP-based measurement
 Data science
REPORTING PUZZLE OF TOTAL VIEWING
TV-screen
Online screens
Crossplatform
LIVE
LIVE
Broadcast content
TSV
TSV
DVD/HDR
TV screen other
Online only
Online video other
Number of viewers
Viewing time
Video content
Reach
Time spent
THANKS FOR YOUR ATTENTION!
[email protected]
Senior Research Manager
www.kijkonderzoek.nl
[email protected]
Head of Media Measurement NL
www.gfk.com/nl