TV Set Viewership............................................................................. 3
Reach by Device............................................................................ 4-5
Video Viewing by Screen................................................................. 6
Contents
by Young Adults...................................................................... 7
by Ethnicity..............................................................................8
Live v. Timeshifted............................................................9-12
Multi-Media Device Usage...................................................... 13-17
Video Game Console Usage...................................................18-20
Computer/Smartphone Video Trends.................................. 21-26
App/Web Usage..................................................................... 27-28
Cinema Audience.....................................................................29-34
TV SET VIEWERSHIP
Driven by Millennials and Older Adults, Viewing
On the TV Set is Up 4.6 Million
Absolute Change in Number of TV Users (OOO)
(3Q16 v. 3Q15)
21
4,6
52
1,8
46
1,2
97
P2+
CH2-11
9
68
6
18
1
-3
T12-17
A18-24
A25-34
A35-49
2
58
A50-64
A65+
Source: Nielsen Total Audience Report, 3Q16; TV includes timeshifted TV
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
3
REACH BY DEVICE
With Proliferation of Alternate Viewing Sources,
TV’s Reach Remains Strong – Even Among
Young Adults
TV’s Monthly Reach by Year
3Q15
%
92
3Q16
%
92
%
88
%
88
%
85
%
81
T12-17
A18-34
A25-34
Source: Nielsen Total Audience Report, 3Q16; TV includes timeshifted TV
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
4
REACH BY DEVICE
TV Reaches Over 93% of All Americans –
Significantly More Than Any Other Video Platform
P2+ Monthly Reach/ 3Q16
%
93
%
83
%
68
%
57
%
38
TV
App/Web on
Smartphone
Video on
Smartphone
Internet
on PC
Video
on PC
%
35
DVD/Blue Ray
%
30
%
29
Multimedia
Device
Game
Console
Source: Nielsen Total Audience Report, 3Q16; TV includes timeshifted TV
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
5
VIDEO VIEWING
BY SCREEN
Even Though Mobile Usage is Growing,
TV Still Commands 88% of Total Video Time
Monthly Time Spent by Device (Hrs:Min)
Watching
Television
P18+ Share Of Total Video
Watching Video
on Computer
Watching Video on
a Smartphone
149:4017:47 3:49
88%
10%
2%
Source: Nielsen Total Audience Report 3Q16; Total video=TV + internet video + smartphone video; crediting enhancements for mobile reporting made in March (for iOS) and August 2016 (for Android). Nielsen removed a legacy
crediting rule that limited mobile usage at 30 minutes which increases the total reported number of minutes spent with these devices.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
6
VIDEO VIEWING
BY SCREEN
TV Captures More Than Three-Quarters of
Teens and Millennials Total Screen Time
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 71:06
13:58
n/a
84%
P18-2473:11
25:04
6:12
74%
P25-3498:28
26:19
4:32
79%
Source: Nielsen Total Audience Report 3Q16; Total video=TV + internet video + smartphone video; crediting enhancements for mobile reporting made in March (for iOS) and August 2016 (for Android). Nielsen removed a legacy
crediting rule that limited mobile usage at 30 minutes which increases the total reported number of minutes spent with these devices.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
7
VIDEO VIEWING
BY SCREEN
Regardless of Ethnicity,
TV is the Primary Video Source
TV’s Share of Total Video Minutes By Ethnicity (Monthly)/ P18+
Black
Hispanic
Asian
87%
81%
72%
Source: Nielsen Total Audience Report 3Q16; Total video=TV + internet video + smartphone video; crediting enhancements for mobile reporting made in March (for iOS) and August 2016 (for Android).
Nielsen removed a legacy crediting rule that limited mobile usage at 30 minutes which increases the total reported number of minutes spent with these devices.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
8
VIDEO VIEWING
BY SCREEN
How are Viewers Watching TV?
Live as it Airs – 8 out of 10 Minutes are Viewed Live
Time Spent Per Month (Hrs:Min) 3Q16
P2+ P18-49P25-54
% Time-shifted TV
15%
18%
17%
% Live TV
85%
82%
83%
K2-11 T12-17P18-24P25-34P35-49P50-64 P65+
% Time-shifted TV
16%16%16%18%18%15%13%
% Live TV
84%84%84%82%82%85%87%
Source: Nielsen Total Audience Report 3Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
9
VIDEO VIEWING
BY SCREEN
Time Spent With DVR Time-shifted TV is Down,
Especially Among Younger Viewers
% Change in Time Spent With Time-shifted TV
(3Q16 v. 3Q15)
P2+
CH2-11
T12-17
A18-24
A25-34
A35-49
A50-64
-3%
-6%
A65+
-2%
-7%
-14
%
-16
%
-16
%
-18
%
Source: Nielsen Total Audience Report, 3Q16; TV includes timeshifted TV
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
10
VIDEO VIEWING
BY SCREEN
In Fact, Younger Viewers are Spending Less
Time With DVR-Timeshifted TV Than Their
Older Cohorts
Time Spent with DVR/Time-shifted TV/Monthly (Hrs:Min): 3Q16
:20
23
:16
15
:24
15
A25-34
A35-49
:54
14
:02
10
CH2-11
4
7:0
0
7:1
T12-17
A18-24
A50-64
A65+
Source: Nielsen Total Audience Report 3Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
11
VIDEO VIEWING
BY SCREEN
Across All Ethnicities, DVR/Timeshifted Viewing
Continues to Erode
% Change in Time Spent With DVR/Time-shifted TV/Monthly
(3Q16 v. 3Q15)
P2+ K2-11 T12-17 P18-24P25-34P35-49 P50-64 P65+
Black
-6% -15%-14%-18% -5% -2%+4%-13%
Hispanic
-8% -22%-17%-18%-18%+5% +1% -14%
Asian
-12%-12%-39%-43%+1%-18%+1%-16%
Source: Nielsen Total Audience Report 3Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
12
With More Ways to View on a
TV Screen Than Ever Before –
What is the State of
Multimedia Devices?
MULTI-MEDIA
DEVICE USAGE
Multimedia Device Usage Grows With
Over 92 Million Users
# Of Users P2+ (OOO) on Multimedia Devices
3
,69
42
4Q14
6
,23
53
1Q15
7
,06
61
2Q15
1
,49
66
3Q15
3
,11
72
4Q15
1
,70
79
1Q16
9
,68
6
8
2Q16
6
,81
92
3Q16
Source: Nielsen Total Audience report 3Q16; multimedia device-usage of internet connected devices viewing source (includes Apple TV, Roku, Google Chromecast, smartphones and audio-video viewing
sources - computers/laptops, tablets, karaoke, video camcorders, security/digital cameras) that are connected to home TV set
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
14
MULTI-MEDIA
DEVICE USAGE
Millennials Spend the Most Time With
Multimedia Devices
Time Spent with Multimedia Devices/Monthly 3Q16
(Hrs:Min)
:41
30
:59
28
:19
34
:13
25
:18
22
CH2-11
T12-17
A18-24
A25-34
A35-49
:39
23
A50-64
:06
25
A65+
Source: Nielsen Total Audience Report 3Q16; 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 – 3Q16
15
MULTI-MEDIA
DEVICE USAGE
However, Adults 18-24 Exhibit the Smallest
Gains Year Over Year
% Change in Time Spent with Multimedia Devices/Monthly
3Q16 v. YAG
%
18
%
14
%
15
%
12
%
12
5%
3%
CH2-11
T12-17
A18-24
A25-34
A35-49
A50-64
A65+
Source: Nielsen Total Audience Report 3Q16; 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 – 3Q16
16
MULTI-MEDIA
DEVICE USAGE
Looking at Ethnic Homes, Multimedia Device
Usage is Up Considerably Among Blacks – Driven
by Both Ends of the Age Spectrum
% Change in Time Spent with Multimedia Devices/Monthly 3Q16 v. YAG
Total K2-11 T12-17 P18-24P25-34P35-49 P50-64 P65+
Black 30%58% -6% 27%30%16% 90% 28%
Hispanics
16%25%12%21% 7% 5% 40% 16%
Asians3%9%4%7%14%
-12%-1%10%
Source: Nielsen Total Audience Report 3Q16; 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 – 3Q16
17
What About Gaming?
VIDEO GAME
CONSOLE USAGE
Fewer People are Using Game Consoles Today,
Two Million Less Than Year Ago – With Children
and Teens Driving the Decline
Absolute Change in Game Console Reach (OOO)/Monthly
3Q16 v. YAG
3
12
CH2-11
T12-17
A18-24
A25-34
A35-49
A50-64
A65+
A65+
-24
1
-28
3
-39
4
-18
7
-36
3
-69
0
Source: Nielsen Total Audience Report 3Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
19
VIDEO GAME
CONSOLE USAGE
However, Time Spent is Up Except Among
Adults 18-24
% Change in Time Spent with Gaming Consoles/Monthly
3Q16 v. YAG
%
14
%
12
%
10
9%
3%
2%
A65+
A18-24
CH2-11
T12-17
A25-34
A35-49
A50-64
A65+
-6%
Source: Nielsen Total Audience Report 3Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
20
Computer & Smartphone
Video Trends
COMPUTER/SMARTPHONE
VIDEO TRENDS
Internet & Video Usage on PC
Continues to Decline
Internet PC Monthly Reach by Year
%
83
%
75
%
64
%
44
%
55
%
71 7%
6
Video on PC Monthly Reach By Year
%
56
%
47
%
50
%
37
%
40 36%
T12-17
%
64
%
76 75% 4%
%
7
70 69%
%
29
A18-24
A25-34
A35-49
A50-64
3Q14
%
23
%
49
%
44
6%
%
54 1% 5
%
5
52 49%
%
31
%
19
T12-17
3Q15
A18-24
A25-34
A35-49
A50-64
3Q16
Source: Nielsen Total Audience Report, 3Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
22
COMPUTER/SMARTPHONE
VIDEO TRENDS
…But Time Spent on PC Video is Up Considerably,
Especially Among Children
% Change v. YAG in Monthly Time Spent with PC Video
(3Q16 v. YAG)
%
77
%
52
%
32
%
37
%
50
%
37
%
16
CH2-11
T12-17
A18-24
A25-34
A35-49
A50-64
A65+
Source: Nielsen Total Audience Report 3Q16
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
23
COMPUTER/SMARTPHONE
VIDEO TRENDS
People Continue to Migrate from Computer
to Smartphone Video
Percent Change in # of Viewers P18+/Monthly/ 3Q16 v. YAG
Computer Video
Smartphone Video
Composite
-7%
+25%
Black
-5%
+24%
Hispanic
-5%
+23%
Asian
-6%
+30%
Source: Nielsen Total Audience Report 3Q16; smartphone video=A18+; crediting enhancements for mobile reporting made in March (for iOS) and August 2016 (for Android).
Nielsen removed a legacy crediting rule that limited mobile usage at 30 minutes which increases the total reported number of minutes spent with these devices.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
24
COMPUTER/SMARTPHONE
VIDEO TRENDS
This Migration Propels Smartphone’s Video Reach
to Record Levels - Over 165 Million Users
P18+ Monthly Reach of Smartphone Video (in millions)
3Q16
2
,50
5
16
872
,
1
12
3Q14
4
,92
2
3
1
3Q15
3Q16
Source: Nielsen Total Audience Report 3Q16; smartphone video=A18+; crediting enhancements for mobile reporting made in March (for iOS) and August 2016 (for Android).
Nielsen removed a legacy crediting rule that limited mobile usage at 30 minutes which increases the total reported number of minutes spent with these devices.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
25
COMPUTER/SMARTPHONE
VIDEO TRENDS
Time Spent With Smartphone Video is Greatest
Among Young Adults
Monthly Time Spent with Video on Smartphone
3Q16 v. YAG
2
6:1
2
4:3
9
3:3
9
2:3
4
1:3
A18-24
A25-34
A35-49
A50-64
A65+
Source: Nielsen Total Audience Report 3Q16; smartphone video=A18+; crediting enhancements for mobile reporting made in March (for iOS) and August 2016 (for Android).
Nielsen removed a legacy crediting rule that limited mobile usage at 30 minutes which increases the total reported number of minutes spent with these devices.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
26
COMPUTER/SMARTPHONE
VIDEO TRENDS
Smartphone App/Web Usage Continues
to Rise to its Highest Level
Absolute Growth of P18+ (OOO) Using Smartphone
App/Web Monthly
4
,17
7
2
55
4,0
Composite
Blacks
53
4,3
Hispanics
10
1,8
Asians
Source: Nielsen Total Audience Report 3Q16; smartphone video=A18+; crediting enhancements for mobile reporting made in March (for iOS) and August 2016 (for Android).
Nielsen removed a legacy crediting rule that limited mobile usage at 30 minutes which increases the total reported number of minutes spent with these devices.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
27
COMPUTER/SMARTPHONE
VIDEO TRENDS
Smartphone Usage Grows Across Every
Age Group - Especially Baby Boomers
% Change in App/Web Usage on Smartphone by Age
Monthly Time Spent 3Q16 v YAG
%
83
%
89
%
53
%
42
A18-24
%
39
A25-34
A35-49
A50-64
A65+
Source: Nielsen Total Audience Report 3Q16; smartphone video=A18+; crediting enhancements for mobile reporting made in March (for iOS) and August 2016 (for Android).
Nielsen removed a legacy crediting rule that limited mobile usage at 30 minutes which increases the total reported number of minutes spent with these devices.
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
28
Premium Video
on the Big Screen:
Cinema’s Audience
CINEMA AUDIENCE
Cinema Delivers over 62 Million Impressions Monthly
People 2+:
62,758,866
P 18-34:
29,807,696
P 18-49:
44,729,051
P 25-54:
37,513,019
Source: September 2016 Nielsen NCAR, based on attendance
Image: Pexels.com
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
30
CINEMA AUDIENCE
Millennials Comprise 48% of the Audience
Cinema Audience Composition
48%
P18-34
52%
Rest of Population
Source: September 2016 Nielsen NCAR
Image: Pexels.com
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
31
CINEMA AUDIENCE
Millennials Watch a Wide Variety of Movies:
Accounting for Half of “PG” and “R” Rated Audiences
Cinema Audience Comp by Rating
4.99%
2.77%
P2-11
13.51%
P12-17
4.05%
P18-34
38.34%
P35-64
35.81%
PG
4.05%
45.55%
33.12%
28.0%
2.38%
R
45.65%
PG-13
57.42%
Source: Sep’16 Nielsen NCAR
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
32
CINEMA AUDIENCE
Movie-goers are Impulse Buyers
8
13
“I’m a ‘Spender’ Rather Than A ‘Saver’ ”
Heavy Consumers of Media
( Index Against P18+)
“I Tend to Make Impulse Purchases”
Heavy Consumers of Media
( Index Against P18+)
113
7
10
3
10
9
10
2
10
98
9
10
8
10
97
6
10
4
10
0
10
93
Movie
112
Newspaper
Radio
TV
Outdoor
Newspaper
4
10
TV
1
10
Magazine
0
10
Internet
Movie
Internet
Internet
TV
Radio
Magazine
Newspaper
Outdoor
“If I Really Want Something I Will Buy it on Credit Rather Than Wait”
Heavy Consumers of Media
( Index Against P18+)
“I Buy Based on Quality, Not Price”
Heavy Consumers of Media
( Index Against P18+)
4
10
Movie
Magazine
1.0
0.8
99
Radio
97
Outdoor
7
12
0.6
5
10
120
Movie
Magazine
4
10
TV
3
10
Newspaper
3
10
Internet
97
97
Radio
Outdoor
100
Source: MRI 2016 Survey: Selection of Heavy Media Consumers (Quintiles I & II); Movie Theater (Heavy Consumption, Seen in the Last 6 Months)
80
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
60
33
CINEMA AUDIENCE
…and Tend to Spend More On Products/Services
Heavy Consumers of Media( Index Against P18+)
Clothing
Product
Electronics
Index
Against P18+
Product
Index
Against P18+
Men’s Clothing: Big Ticket Item [$500+]
282
Camera/Camcorder [$750+]
176
Men’s Clothing: Small Ticket Item [$500-999]
184
Television Sets [$3,000+]
155
Women’s Clothing: Big Ticket Item [500+]
220
Video Games [$401+]
213
Women’s Clothing: Small Ticket [$500-999]
138
Personal Computers [$3,000-4,999]
140
Athletic Shoes [$150+]
162
DVD/Blu-ray Players [$200-399]
210
Shoes [$250+]
150
Watches [$500+]
206
Source: MRI 2016 Survey: Selection of Heavy Media Consumers (Quintiles I & II); Movie Theater (Heavy Consumption, Seen in the Last 6 Months): Category Spend in the Last 12 Months
STATE OF DIGITAL VIDEO MULTI-SCREEN INSIGHTS – 3Q16
34
CONTACT US
For More Information Visit Us Online
TheVAB.com
Follow us: @VideoAdBureau
Like us: facebook.com/VideoAdvertisingBureau
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]
[email protected]
VP Strategic Research & Insights
212-508-1220
[email protected]