Upload
leo-atkins
View
221
Download
0
Embed Size (px)
Citation preview
1
Welcomes
2
CBS Vision Presentation To CABACBS Vision Presentation To CABA
David F. PoltrackDavid F. Poltrack Chief Research Officer, CBS CorporationChief Research Officer, CBS CorporationPresident, CBS VisionPresident, CBS Vision
3
CABA DIGITAL HOME FORUMCABA DIGITAL HOME FORUM
4
““Participants will be engaged to openly discussParticipants will be engaged to openly discuss current research strategy as it relates to the connectedcurrent research strategy as it relates to the connected home sector and their respective organizations”home sector and their respective organizations”
5
Not just connection…CommitmentNot just connection…Commitment
David F. PoltrackDavid F. Poltrack Chief Research Officer, CBS CorporationChief Research Officer, CBS CorporationPresident, CBS VisionPresident, CBS VisionFebruary, 2011February, 2011
6
CBS has just completed the latest wave of its on-going New Entertainment Technology Research Program at our state-of-the-art Television City research facility in Las Vegas. This program, which began in 2004, has allowed us to monitor the scope and speed of the transition of the U.S video market from a one-screen, linear market to its current three-screen, non-linear form.
In our research, we have discovered the changes in connection provided by the new technologies to be transformative in terms of expanding the consumer’s connectivity and providing access to video entertainment. We have also found the new technologies effective in altering the consumer’s information-gathering processes.
However, to-date, we have found these technologies to be having less impact on the entertainment options chosen by the consumer. In this case, greater connectivity does not appear to be leading to a commitment on the part of the consumer to substantially change his or her consumption of video entertainment content.
If the adoption of new technology does not lead to a commitment to behavioral change on the part of the consumer, then that consumer is unlikely to continue to place a high value on that technology.
Not just connection…CommitmentNot just connection…Commitment
7
Television City
8
HOME TECHNOLOGY SURVEYHOME TECHNOLOGY SURVEY
IMMERSION RESEARCH
INTERACTIVE SURVEY
PRODUCT DEMONSTRATION
9
20 Focus Groups Adults 25-54
18-34= 42%35-64= 57%
No Dependent Young Adults Sample = 232
College Grad= 66% Median Income= $101,000
34 States Represented
Television City New Technology Focus Groups Television City New Technology Focus Groups December 2010- January 2011December 2010- January 2011
10
COALITION FOR INNOVATION IN MEDIA MEASURMENT-CIMMCOALITION FOR INNOVATION IN MEDIA MEASURMENT-CIMM
Total industry initiative to foster new audience measurement research solutionsTotal industry initiative to foster new audience measurement research solutions
Charter members include: CBS NBC/UNIVERSAL DISNEY-ABC TV GROUP ESPN FOX/NEWS CORP TIME/WARNER VIACOM DISCOVERY
Charter members include: STARCOM/MEDIAVEST WPP/GROUP M OMNICOM INTERPUBLIC P&G UNILEVER ATT
11
COALITION FOR INNOVATION IN MEDIA MEASURMENT-CIMMCOALITION FOR INNOVATION IN MEDIA MEASURMENT-CIMM
Total industry initiative to foster new audience measurement research solutionsTotal industry initiative to foster new audience measurement research solutions
TOUCHPOINTS TAXI
12
•ETHNOGRAPHIC RESEARCHETHNOGRAPHIC RESEARCH
LIMITATIONS LIMITED SAMPLES COOPERATION BIAS
13
•ETHNOGRAPHIC RESEARCHETHNOGRAPHIC RESEARCH
TOUCHPOINTS VIRTUAL APPROACH
14
Video Market SegmentationCONVERGENCE CONCEPTCONVERGENCE CONCEPT
“TV Centric”
“Old School”
“Web Centric”
“Fully Connected”
15
Video Market SegmentationTOTAL ADULTS – SPRING 2006TOTAL ADULTS – SPRING 2006
Source: MRI, Spring 2006
“TV Centric”
“Old School”
“Fully Connected”
“Web Centric”
24%DIGITAL TV, NO BROADBAND
DIGITAL TV AND BROADBAND
16%BROADBAND, NO DIGITAL TV
35%NO DIGITAL TV, NO BROADBAND
25%
16
Video Market SegmentationTOTAL ADULTS – SPRING 2010TOTAL ADULTS – SPRING 2010
Source: MRI, SPRING 2010
“TV Centric”
“Old School”
“Fully Connected”
“Web Centric”
16%
DIGITAL TV, NO BROADBAND
50%DIGITAL TV AND BROADBAND
17%
BROADBAND, NO DIGITAL TV
17%NO DIGITAL TV, NO BROADBAND
17
Video Market SegmentationTOTAL ADULTS – SPRING 2011TOTAL ADULTS – SPRING 2011
Source: MRI, SPRING 2011
“TV Centric”
“Old School”
“Fully Connected”
“Web Centric”
16%
DIGITAL TV, NO BROADBAND
55%DIGITAL TV AND BROADBAND
16%
BROADBAND, NO DIGITAL TV
13%
NO DIGITAL TV, NO BROADBAND
18
DIGITAL TV AND BROADBAND
“Fully Connected”76% (159)
NO BROADBAND, NO DIGITAL TV
“Old School”2% (10)
DIGITAL TV, NO BROADBAND
“TV Centric”15% (90)
Source: MRI, Spring 2010; Percent that Own a DVR, ( ) Index to Total U.S.
BROADBAND, NO DIGITAL TV
“Web Centric”7% (40)
Video Market SegmentationOWN A DVR – SPRING 2010OWN A DVR – SPRING 2010
19
DIGITAL TV AND BROADBAND
“Fully Connected”80% (145)
NO BROADBAND, NO DIGITAL TV
“Old School”1% (7)
DIGITAL TV, NO BROADBAND
“TV Centric”12% (79)
Source: MRI, Spring 2010; Percent that Own a DVR, ( ) Index to Total U.S.
BROADBAND, NO DIGITAL TV
“Web Centric”6% (40)
Video Market SegmentationOWN A DVR – SPRING 2011OWN A DVR – SPRING 2011
20
Fully Connected ConsumersFully Connected Consumers
Broadband+Digital TV PackageBroadband+Digital TV Package
25% 29%35%
46% 50%55%
2006 2007 2008 2009 2010 2011
Source: MRI
21
CBS Annual New Technology ResearchCBS Annual New Technology Research
Watched Video on the InternetWatched Video on the Internet
63%
90%96% 95% 94%
2006 2007 2008 2009 2010
Source: CBS Television City, December Each Year
22
CBS Annual New Technology ResearchCBS Annual New Technology Research
Watched TV Episodes on the InternetWatched TV Episodes on the Internet
39%48%
58%66%
76%
2006 2007 2008 2009 2010
Source: CBS Television City, December Each Year
23
CBS Annual New Technology ResearchCBS Annual New Technology Research
Have a DVRHave a DVR
44%
59%69% 73%
68%
2006 2007 2008 2009 2010
Source: CBS Television City, December Each Year
24
CBS Annual New Technology ResearchCBS Annual New Technology Research
Have VOD serviceHave VOD service
71%65%
77%72%
78%
2006 2007 2008 2009 2010
Source: CBS Television City, December Each Year
25
CBS Annual New Technology ResearchCBS Annual New Technology Research
Ability to stream or download content on cell phoneAbility to stream or download content on cell phone
52%
66%
2006 2007 2008 2009 2010
Source: CBS Television City, December Each Year
26
CBS Annual New Technology ResearchCBS Annual New Technology Research
Netflix SubscriberNetflix Subscriber
43%
2006 2007 2008 2009 2010
Source: CBS Television City, December Each Year
27
CBS Annual New Technology ResearchCBS Annual New Technology Research
Evening Television Viewing Evening Television Viewing
69%
13%18%
69%
16% 15%
61%
17%21%
59%
12%
29%
Watch About theSame
Watch Less Watch More
2007 2008 2009 2010
Source: CBS Television City, December Each Year
28Source: NTI
DVR Homes vs. Non-DVR Homes – A18-49DVR Homes vs. Non-DVR Homes – A18-49
SEPTEMBER 19, 2011 - OCTOBER 2, 2011
2.9
2.4 2.52.7
2.1
2.6
2.1 2.0
4.9
3.94.2
4.5
CBS NBC ABC FOX
Non DVR Homes DVR Homes - Live DVR Homes - Live+7
29
A18-49 as a Percent of Total Adult PopulationA18-49 as a Percent of Total Adult Population
18-4962%
50-549%
65+16%
55-6413%
2002-03
18-4957%
50-5410%
65+17%
55-6416%
2010-11
Source: Nielsen Universe Estimates
30
A18-49 as a Percent of Total Adult PopulationA18-49 as a Percent of Total Adult Population
2010-11
18-4957%
50-5410%
65+17%
55-6416%
2015-16 (Est.)
Source: Nielsen Universe Estimates
18-4955%
50-549%
65+19%
55-6417%
31
A18-49 is a Stagnant MarketA18-49 is a Stagnant Market
578,848
237,46792,028 68,408 58,751 20,096 24,750
1,720,532
2,147,5392,268,292 2,195,867 2,146,107 2,123,735
2,029,182
2001 2006 2011 2012 2013 2014 2015
Source: U.S. Census Bureau
Year-Over-Year Growth
Projections
A18-49
A50+
32
New Season “Buzz”New Season “Buzz”New Season “Buzz”New Season “Buzz”
PRIMETIMEPRIMETIME
33
Mode of Discussion – Ages 13-69Mode of Discussion – Ages 13-69
80%
12%7%
1%
In Person Phone Online Other
Source: Keller Fay Group’s TalkTrack, Sepetmber 2011; N=700
34
Mode of Discussion – Adults 18+Mode of Discussion – Adults 18+
92%
35%
10% 9% 8%3% 2%
In Person Phone Facebook Email Texting IM Twitter
Source: CBS Entertainment Panel, September 2011, N=3,300
In which of the following ways have you discussed new television programs with other people? Select All that Apply.
35
Primary Mode of DiscussionPrimary Mode of Discussion
78%
13%4% 2% 2% 1% 1%
10% 8%1% 5% 1% 2%
71%
In Person Phone Facebook Email Texting IM Twitter
A18+ A18-34
Source: CBS Entertainment Panel, September 2011, N=3,300
In which of the following ways have you been most likely to discuss new television programs with other people?
36
Mode of Discussion – Adults 18-34Mode of Discussion – Adults 18-34
92%
35%
10% 9% 8%3% 2%
In Person Phone Facebook Email Texting IM Twitter
Source: CBS Entertainment Panel, September 2011, N=3,300
In which of the following ways have you discussed new television programs with other people? Select All that Apply.
37
NETFLIXNETFLIX
38
Subscribers: 20,000,000 (U.S + Canada) Growth: +63% At peak times accounts for 20% of U.S. bandwidth
consumption Nielsen Sample: 17% Entertainment Panel: 37% New Technology Groups: 43% Lapsed Subscribers: 13% Very/Somewhat Likely to Subscribe this year: 10%
39
Sources of on line television programsSources of on line television programs
2010 09 08
YouTube 41% 31% (32%) Network Television Sites 54% 73% (71%) Cable Television Sites 33% 33% (34%) Google Video 9% 3% (11%) Hulu 57% 48% (19%) Facebook 8% 5% ( 5%)
Netflix 35% iTunes 16% 9% (11%) Yahoo Video 6% 1% (7%)
40
Frequency of Streaming Movies TV Shows
Several Times Per Week 27% 26%
Once a Week 16% 8%
Several Times per Month 29% 20%
Once a Month 9% 9%
Less than Once a Month 9% 16%
Never 9% 20%
41
Streamed Last Week Movies TV Shows
Monday 29% 35%
Tuesday 28% 33%
Wednesday 29% 33%
Thursday 26% 33%
Friday 39% 35%
Saturday 42% 34%
Sunday 32% 31%
42
Streaming From Any More Less
Game Console 49% 56% 13%
Blu-Ray Player 18% 48% 13%
HDMI Cable 11% 45% 18%
Laptop 38% 32% 24%
Desktop 22% 24% 32%
43
Streaming From Any More Less
Game Console 49% 56% 13%
Game System
Nintendo Wii 60%
Sony Playstation 3 32%
X-Box 360 30%
44
Streaming From Any More Less
Game Console 49% 56% 13%
Blu-Ray Player 18% 48% 13%
HDMI Cable 11% 45% 18%
IPTV 6% 57% 4%
TiVo 5% 49% 10%
Apple TV 3% 75% 0%
Google TV 1% 75% 25%
45
Thank YouThank You