8/9/2019 Blurring the Landscape
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June 17th
Created by Tania Yuki
Blurring the Landscape: How TV is Merging Digitaland Traditional Media
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2 comScore, Inc. Proprietary and Confidential.
Opener
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3 comScore, Inc. Proprietary and Confidential.
Agenda
Meet the new TV audience
Changing the angle of vision:Cross platform as connected channels, and behaviors
Window into the future
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4 comScore, Inc. Proprietary and Confidential.
60-70% of ALL audiences watch commercials, whether they arewatching on TV or Online
7% 6%21% 11%
31%23%
18%29%
40%
39%
35% 37%
16%23%
22% 14%
6% 9% 5% 9%
0%
20%
40%
60%
80%
100%
120%
TV Only [A] Cross Platform Online Only [A] Cross Platform
Never watch commercials Rarely watch commercials Sometimes watch commercials
Most of the time watch commercials All the time watch commercials
Q8. Which one of the following best describes how often you watch commercials when viewing original series on TV?
Q15. Which one of the following best describes how often you watch commercials when viewing original TV shows ONLINE?
Base sizes:Total=1717
TV Only=1182Both TV/Online=535
Total=640Online Only=106
Both TV/Online=534
Q18. Would you prefer to have a ticker on top of your computer screen that would show you the duration of the commercial break?
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We are leaving money on the table when it comes to original TVprogramming on the web
0.0
20.0
40.0
60.0
80.0
100.0
1 min 2 min 3 min 4 min 5 min 6 min 7 min 8 min 9 min 10 min 11 min 12 min 13 min 14 min 15 min
Negligible Minimal Long Enough Too Long
Base sizes:Total=640
Desired Length of Commercials Online
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How the new TV audience tunes in: by platform
Base sizes:Total=1823
TV Only=1183Online Only=105
Both TV/Online=535
The future of original TV Viewing and the new digital consumerwas a survey conducted by comScore in December 2009
0
0%
Online-OnlyTV Viewers
6%
Cross Platform Viewers
29%
TV-Only Viewers65%
Online-OnlyTV Viewers
6%
Cross Platform
Viewers29%
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Platform viewing by age:
68%
53%
TV Only 45%
28%
38%
TV + Online42%
4%
9%
Online13%
35-49
25-34
18-24
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This is not a platform war:
Q24. For each type of show, please select whether you prefer to see it Online or on TV.
Base sizes:Both TV/Online=535
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The motivations for Cross Platform Viewing:Freedom in space and time vs timeliness and quality
Q23. We would now like to compare the viewing of original shows Online and on TV. For each attribute below, please select whether Online or TV is better.
Base sizes:Both TV/Online=535
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TV Only viewers compared with Cross Platform Viewers
11%
19%
35%
27%
9%
24%
30%
32%
13%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
18-24 25-34 35-49 50-64 65+
TV only Cross Platform
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Missed episodes and convenience not ad avoidance were the main reasonsfor watching TV online among Cross Platform viewers
Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply.
7%
13%
25%
38%
57%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Dont subscribe to cable/don't have a TV
Prefer the online experience
Like to see past episodes
Less ads
Convenience
Missed episode on TV
Reasons to Watch Online
Both TV/Online [B]
Base sizes:
Total=640Online Only=105
Both TV/Online=535
A
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How the audiences for original TV programming tune in:live vs time shifted
Which one of the following best describes how you typically watch original TV series?
Live Only 45%
Within 3 days20%
Within 7 days19%
After 7 days16%
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What this looks like across age groups:
Watch live , 57 %
Watch live , 55 %
Watch live , 46 %
Watch live , 35 %
Watch live , 35 %
30 %
34 %
38 %
47 %
42 %
13 %
11 %
16 %
18 %
23 %
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
65+
50-64
35-49
25-34
18-24
Watch live Do not watch live but watch within a week Watch a week later
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Live and time shifted viewing by time spent
Live Viewing59%
DVR26%
VOD (incOnline)
15%
Original Scripted TV Programming
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15 comScore, Inc. Proprietary and Confidential.
The new TV audience
Changing the angle of vision:Cross platform as connected channels, and behaviors
Window into the future
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16 comScore, Inc. Proprietary and Confidential.
"Numerous small things connected together generate enormouspower." Kevin Kelly
72%
3%
35%
6%
11%
3%
9%
59%
28%
44%
14%
19%
10%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
TV advertising Online video site Friend/familymember
recommendation
Radio Magazine Outdooradvertising
Social networkingsites
TV Only [A] Cross Platform Viewers
Q25. Through which of the following methods did you hear about your favorite original TV show? Check all that apply. Base sizes:
Total=1823TV Only=1183
Both TV/Online=640
Discovery of new TV shows
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Online video viewing can drive TV viewing
22% 21%
57%
0%
10%
20%
30%
40%
50%
60%
Continued to watch it online Continued to watch it on TV Continued to watch it both onlineand on TV
Both TV/Online [C]
Both TV/Online [C]
Q28. After you first watched your favorite show online, did you continue to watch it online or on TV, or both?Base sizes:
Total=752
TV Only=194Online Only=96
Both TV/Online=462
Channel used to continue watching shows thatwere first discovered Online
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Social networking works alongside other advertising channels toenable new TV program discovery
Q25. Through which of the following methods did you hear about your favoriteoriginal TV show?
35%50%
SocialNetworking
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Online discovery is impactful for all kinds of viewers -whether theywatch online or not
Q27. If you had not seen your favorite show online first, do you think you would have discovered that show on TV?
Base sizes:Total=753
TV Only=194Online Only=96
Both TV/Online=463
Total
Yes, I would havediscovered it on
TV, if I had not firstseen it online
72%
No, I would nothave discovered iton TV and prob.missed the show
28%
TV Only [A]
80%
20%
Both TV/Online [C]
74%
26%
Q26. What percentage of your favorite original TV shows did you first watch:
Across all respondents, 20% of shows regularly watched had been viewed
online first
Some viewers felt that if they had not been made aware of their favorite TVshows online first, they would never have discovered it:
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Some other benefits of cross platform viewing:
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Cross platform viewers tend to watch more than those that tune in onTV only
0.0 %
10.0 %
20.0 %
30.0 %
40.0 %
50.0 %
60.0 %
Light original series TV viewer (less than 5hours)
Medium original series TV viewer (6-10) Heavy original series TV viewer (more than10)
TV Only Cross Platform
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22 comScore, Inc. Proprietary and Confidential.
The new TV audience
The financial benefits of cross platform
Window into the future
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23 comScore, Inc. Proprietary and Confidential.
Who is the online-only TV viewer?
?
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24 comScore, Inc. Proprietary and Confidential.
The Online-Only TV Viewer
0%
5%
10%
15%
20%
25%
30%
35%
40%
18-24 25-34 35-49 50-64 65+
TV only Online onlyBase sizes:Total=1823
TV Only=1183Online Only=105
Both TV/Online=535
The future of original TV Viewing and the new digital consumerwas a survey conducted by comScore in December 2009
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25 comScore, Inc. Proprietary and Confidential.
Key motivations for online-only viewing
0% 10% 20% 30% 40% 50% 60% 70%
Archive Viewing
Less Ads
Prefer the online experience
Missed Episode on TV
Don't subscribe to pay TV/don't have TV
Convenience
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Compressed entertainment
37% 34%
28% 41%
35%25%
0%
10%
20%
30%
40%50%
60%
70%
80%
90%
100%
Online Only [A] Both TV/Online [B]
One at a time, the most recent
One at a time, catch up viewing
I try to watch as many episodes back to back as I can, all in one go
Q14. When watching drama TV shows online, do you typically like to see one episode at a time or all episodes together?
Base sizes:
Total=640Online Only=106
Both TV/Online=534
A
B
Online-only viewers are more likely than regular viewers to save up
episodes and watch them back-to-back, in one sitting
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They are also much more likely to tune in a week or more afterbroadcast
Online-Only TV viewer Cross Platform Viewer
Do not watch within first 3 days butwatch within a week
22%
Do not watch live but watch within3 days
23%
Watch live only
9%
Watch a week later
46%
Do not watch within first 3 days butwatch within a week
26%
Do not watch live but watchwithin 3 days
25%
Watch live only
36%
Watch a week later
14%
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In closing
TV remains the platform of choice, but audiences are increasingly
connected and platform agnostic in their discovery and behavioraround original TV content
We are leaving money on the table when it comes to advertising againstoriginal TV online
Convenience and catch-up not ad avoidance are the key motivators
of cross platform viewing