DW 2015: Kristian NRK

Our children – the real digital winners

3

Apple TV

Mobiltelefon (ordinær)

Ipod

Smart-TV

DAB radio

PVR

Radio

DVD-spiller

Mediebrett

TV-apparat

PC/datamaskin

Smarttelefon

0 20 40 60 80 100

30

35

43

45

55

64

80

89

92

94

98

98

2015

Children have access to everythingAccess to media technology in the household for children

N= 773

20Source: TNS Mediebarn

But the family economics decide whether kids have their own tablet

0-100.000 NOK

100.001-200.000 NOK

200.001-300.000 NOK

300.001-400.000 NOK

400.001-500.000 NOK

500.001-600.000 NOK

600.001-700.000 NOK

700.001-800.000 NOK

800.001-900.000 NOK

900.001-1.000.000 NOK

1.000.001 NOK eller m

er0%

10%

20%

30%

40%

50%

60%

70%

11%

66%

Source: «Digital Tweens, Yle, DR og NRK 2015

5

It is still «TV» that dominates how their mediatime is spent

Er på internett via PC

Hører på radio

Leser tegneserier

Ser film/DVD

Er på internett via mediebrett

Leser bøker

Hører på musikk

Ser TV

1

1

0

0

2

0

1

7

4

2

1

8

5

2

4

32

6

5

4

15

11

10

12

35

35

51

54

35

49

68

67

22

53

41

40

39

32

19

15

3

3 timer eller mer 1-2 timer 31-60 minutter 30 minutter eller mindre Bruker ikke tid på dette

15

En vanlig hverdag. N= 773.

Source: TNS Mediebarn

TVSo lets talk about

AND LETS INCLUDE TEENAGERS TOO(12-19 year olds)

Analyse, NRK 8

People still have TVs. Kids and teenagers too% of households with TV

år2007 2008 2009 2010 2011 2012 2013 Q1

2013 Q2

2013 Q3

2013 Q4

2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

2015 Q2

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Source: TNS TV-Meterundersøkelsen

Analyse, NRK 9

Total TV-viewing over timeKids and teenagers always watched less, but the difference is increasing

jan-sept00

jan-se

pt01

jan-sept02

jan-se

pt03

jan-sept04

jan-se

pt05

jan-sept06

jan-sept07

jan-sept08

jan-sept09

jan-sept10

jan-sept11

jan-sept12

jan-sept13

jan-sept14

jan-se

pt150

20

40

60

80

100

120

140

160

180

200

7667

158 153 149157 162 160 153

145

167179 179 175 171

161 167 168

P2-11P12-19P12+


Analyse, NRK 10

Timeshift kidsAnd even if timeshift increases it doesnt help enough

jan-sept09 jan-sept10 jan-sept11 jan-sept12 jan-sept13 jan-sept14 jan-sept150

20

40

60

80

100

120

LivePlayback 0-7 daysPlayback 8-21 days

Live94%

Playback 0-7 days5%

Playback 8-21 days1% jan-sept15


Analyse, NRK 11

Timeshift teenagersSame goes for teenagers

jan-sept09 jan-sept10 jan-sept11 jan-sept12 jan-sept13 jan-sept14 jan-sept150

20

40

60

80

100

120

LivePlayback 0-7 daysPlayback 8-21 days

Live94%

Playback 0-7 days5%

Playback 8-21 days1%

jan-sept15


Analyse, NRK 12

Total use of the TV daily (minutes)But the total time spent on TV screens is not falling as much

jan-sept14 jan-sept150

20

40

60

80

100

120

80 76

20 29

Annen Bruk av TV to-tal P2-11TTV P2-11

jan-sept14 jan-sept150

20

40

60

80

100

120

7567

2129

Annen Bruk av TV to-tal P12-19TTV P12-19


THE TV MARKET (SHARES OF VIEWING)

Analyse, NRK

Share of viewing %, children, whole dayFragmentation of viewing, but NRK Super and Disneys dominate

jan-sept00

jan-sept01

jan-sept02

jan-sept03

jan-sept04

jan-sept05

jan-sept06

jan-sept07

jan-sept08

jan-sept09

jan-sept10

jan-sept11

jan-sept12

jan-sept13

jan-sept14

jan-sept15Whole Day

0

10

20

30

40

50

60

70

80

90

100

BoomerangNick Jr.NickelodeonDisney Toon/XDDisney Playhouse/JuniorDisney ChannelTVNORGETV 2NRK3/SuperNRK1


Analyse, NRK 15

Share of viewing %, teenagers, whole day

jan-sept00 jan-sept01 jan-sept02 jan-sept03 jan-sept04 jan-sept05 jan-sept06 jan-sept07 jan-sept08 jan-sept09 jan-sept10 jan-sept11 jan-sept12 jan-sept13 jan-sept14 jan-sept150

10

20

30

40

50

60

70

80

90

100

Disney Toon/XDDisney ChannelNickelodeonMTVTLC NorgeDiscoveryViasat 4TV3VOXMAXFEMTVNORGETV 2 BlissTV 2 NyhetskanalenTV 2 ZebraTV 2NRK3/SuperNRK2NRK1


LETS FOCUS ON THE KIDS AGAIN, AND ON:

STREAMING

18

One third of Norwegian households subscribe to streamingKids live in those households

Abonnerer på minst én strømmet-jenste

Netflix

TV 2 Sumo

Viaplay

Cmore

Filmnet

HBO Nordic

Dplay

Andre abonnement

29%

23%

6%

4%

2%

0%

1%

2%

37%

30%

8%

6%

3%

1%

7%

1%

2%

36%

28%

7%

7%

3%

0%

5%

1%

1%

2015 - feb 2014 - sept 2014 - feb

Andeler av totalt antall husstander (2 259 000)

Source: TNS Gallup TV-utstyrsundersøkelsen

19

Q2-12

Q3-12

Q4-12

Q1-13

Q2-13

Q3-13

Q4-13

Q1-14

Q2-14

Q3-14

Q4-14

Q1-15

Q2-15

0

10

20

30

40

50

60

5 6 9 6

16 1620 18 17 20 18 21 21

TV-programmer, filmer og serier på Internett (daglig)

Generally: Watching tvprograms, films and series via streaming grows steadily, not fast. Population 15 yrs + (daily reach%)

Prosent

77

• Base: 1044. Tallene gjelder hele Internettbefolkningen.

Source: TNS Interbuss

Analyse, NRK 20

Traditional TV is still twice the size of streaming for all kids, but kids stream twice as much as adults(daily reach %)

10-11 år 6-9 år 3-5 år Total Web-TV blant voksne

7882 81 81

77 80 81 80

46 4337

42

21

TV 2014 TV 2015 Web-TV 2015

15-29 yrs:41%

Source: TNS Mediebarn + TV-meterundersøkelsen

Analyse, NRK 21

It is an international competition for the attention of the kids, regardless of broadcast form or channels(weekly reach in %)

Yout

ube

NRK

Supe

r TV

Netfl

ix

NRK

Nett-

tv

Viap

lay

TV2

Sum

o

Disn

ey.n

o (D

isney

Pla

y)

VGTV

Nick

elod

eon.

no

Andr

e

TV3

Play

Boom

eran

gtv.

no

DBTV

HBO

Nor

dic

Twitc

h.tv

TVNo

rge

Nett-

tv

NRK

Supe

r TV

TV 2

NRK1

Disn

ey C

hann

el

TVNO

RGE

Disn

ey X

D

Disn

ey Ju

nior

Nick

elod

eon

TV3

TV 2

Zeb

ra

NRK2

MAX

Vias

at 4

FEM

TV 2

Spo

rtsk

anal

en

TV 2

Blis

s

Stream TV

59

50

41

25

106 6 4 4 4 2 2 2 1 1 1

63

4038

30

2523

20 18 1715 15 14

12 108 8

Source: TNS Mediebarn + TV-meterundersøkelsen

SOME DATA FOR STREAMING ON NRK SUPER Census data, but assuming its kids watching…

Analyse, NRK 23

NRKs streaming since 2013Growing steadily, but not fast. But kids streaming grows faster

Uke 1 2013 Uke 7 Uke 13 Uke 19 Uke 25 Uke 31 Uke 37 Uke 43 Uke 49 Uke 3 Uke 9 Uke 15 Uke 21 Uke 27 Uke 33 Uke 39 Uke 45 Uke 51 Uke 5 Uke 11 Uke 17 Uke 23 Uke 29

500,000

1,000,000

1,500,000

NRKstream unike brukere

NRKTV Linear (NRKTV) Super Linear (Super)

Source: TNS Scores

Analyse, NRK 24

Super TV, users split by screen, august 2015Tablets dominate as screens for streaming, mobile is big too

desktop25%

mobile25%

tablet46%

tv3%

SUPER-spillern

desktop50%

mobile16%

tablet18%

tv16%

NRK TV

Source: TNS Scores

Analyse, NRK 25

Mobiles with biggest growthSuper TV unique users august 2015 by screen

desktop mobile tablet tv

246689

131018

344571

1682

221448 218775

401607

26731

2014 2015

Source: TNS Scores

01.05.2023 NRK analyse

And the difference is huge on time spent (vs adults)Tid brukt NRK TV vs Super

desktop16%

mobile15%

tablet65%

tv4%

NRK Super TV

desktop45%

mobile7%

tablet16%

tv31%

NRK TV

Source: TNS Scores

Analyse, NRK 27

37% of the viewing time on NRKs kids content is streamingTV: time spent among children on NRKs offerStreaming: time spent on NRKs offer

66%

34%

Autumn 2014

Avmins på NRK super i sendetidenStream av Superinnhold

63%

37%

Spring 2015

Avmins på NRK super i sendetidenStream av Superinnhold

Source: TNS TV-meterundersøkelsen & Scores

Analyse, NRK 28

Summary

1. Kids have everything (teenagers too)2. Traditional TV is still big(gest), but theres more change among these kids

than us3. TV has fragmented. Much.4. Kids and teenagers have access to streaming and use it twice as much as

the rest of us.5. Reaching kids is an international competition6. Streaming is growing, but not as fast as «everybody» thinks.7. Tablets dominate as main streaming screen for kids8. But mobile is growing the most…

Kids are the real innovators.

THANKS, AND OVER TO IVAR

@KrisTolo