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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 x Broadcast moment

Online Viewing moment

KNOWING THE UNKNOWNS

TV viewing time

Total TV screen time

BUILDING BLOCKS FOR TV

LIVE

TV viewing timeTSV

DVD/HDR

TV screen other Total TV screen time

FOCUS ON YOUNGER GENERATIONS

Radio faces

strong

competition from

Spotify: 21%

reach in the

Netherlands

Twitter 25%

penetration one

of the highest

in Europe

Addicted to

Netflix since

launch Sept 2013

23% Netflix

usage

Never give up on

Teletekst. App

users spend 24

min in Dec 2015

(double Dec 2014

Quick to pick up

on Pokémon

trend: 16% has

used the app

within a month

of its release

NU.nl competing

as Sanoma‘s

news app against

global platforms:

55% reach

Insane Snapchat

use among

13 – 17 year

olds: 52%

DUTCH ARE HIGHLY DIGITALIZED AND QUICKLY PICK UP ON TRENDSSOURCE: TRENDS IN DIGITAL MEDIA (DECEMBER 2015); GFK DAM (JANUARY – JUNE 2016, 13 YEARS AND OLDER)

OVERALL TOTAL TV SCREEN USAGE STABLE…

0

50

100

150

200

250

300

in m

ins

2014 2015 2016

….NON BROADCAST VIEWING INCREASED AND NOW STABILIZING

0

2

4

6

8

10

12

14

16

18

jan-14 apr-14 jul-14 okt-14 jan-15 apr-15 jul-15 okt-15 jan-16 apr-16 jul-16

in m

ins

Week

6+ 25-34 yrs

SVOD SERVICES

SVOD

2014 12% 7%

2015 22% 15%

2016 33% 23%

12© GfK 2016 |GfK ViewScape | Global Review

Is it a world yet?

24% 23%

6% 5%

8% 11%

11% 16%

UK Netherlands Italy Germany

13%

4%

8%

6%

23%

Australia Singapore India

33% 30%

7% 11%

Mexico Brazil%

%

% of all adults who currently

use Netflix

% of all adults who currently

use another SVOD provider

Netflix had not

launched In India at

the time of fieldwork

Netflix is well

established in

some markets, but

not all, particularly

in APAC & Europe

outside UK, & NL

Source: GfK Viewscape 2016

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

0

50

100

150

200

250

300

okt-15 nov-15 dec-15 jan-16 feb-16 mrt-16 apr-16 mei-16 jun-16

total population Netflix viewers

16© GfK 2016 |GfK ViewScape | Global ReviewSource: GfK DAM (January – June 2016, 13 years and older)

NETFLIX ON SECOND SCREENS: REACH JAN – JUNE 2016

18,4

44,4

29,1

71,3

87,3 84

Total 13 - 19 years 20 - 34 years

Netflix YouTube

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?

3,2%3,4%

4,7%

5,5%

6,5%

7,2%

2011 2012 2013 2014 2015 2016

WHAT WILL THE FUTURE BRING?

0

4

8

12

16

20

24

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

ho

urs

of

vie

win

g p

er

we

ek

age

born in 1985 (36 yrs)

born in 2000 (16 yrs)

INTERPLAY BETWEEN CONTENT – DEVICES – CONSUMERS

CONTENT

TV content online

Online content on TV

Global SVOD-players

Targeted audience

Recommendation

engines

DEVICES

TV connected devices

Connected TV’s

Personal viewing

devices

CONSUMERS

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 contentNumber of viewersViewing timeTSV TSV

DVD/HDRTV screen other

Online onlyOnline video other

Video contentReachTime spent

THANKS FOR YOUR ATTENTION!

nathalie.sonck@kijkonderzoek.nl

Senior Research Manager

www.kijkonderzoek.nl

liesbeth.nekkers@gfk.com

Head of Media Measurement NL

www.gfk.com/nl

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