In this report, we will examine some of the most important sectors of the cross-platform media landscape in 2016 to determine what the key trends are, who is leading the way and what it all means for the year ahead – and beyond. It is an exciting time in the media industry, and we hope this exploration of today’s key issues helps put the Cross-Platform Future in Focus.

1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
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2. © comScore, Inc. Proprietary. 2
About this report
This is a condensed version of the 73-page 2017 U.S. Cross-Platform Future in Focus. To download the full complimentary
version of the report, please visit:
comscore.com/USFutureinFocus2017
Important Definitions:
Total Digital: The combination of desktop and mobile.
Mobile: The combination of smartphone and tablet. When data is referring specifically to smartphones or tablets, it will be labeled accordingly.
Unique visitor: A person who visits an app or digital media property at least once over the course of a month.
Digital Video Recorder (DVR): An electronic device used to record live television and watch later. Viewing via a DVR is often referred to as time-shifted recorded viewing.
Video-on-Demand (VOD): Refers to video content that is made available via the traditional cable, telco or satellite service operators for on-demand viewing, as opposed to the regularly
scheduled live TV viewing or time-shifted DVR viewing.
Over-the-Top (OTT): Refers to video content that is transmitted via the internet to one’s television set, instead of via the traditional cable, telco or satellite service operators.
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3. © comScore, Inc. Proprietary. 3
Smartphone usage has doubled in the past three years, and since
2014 it’s driven all of the growth in digital media time spent
Total digital media
usage is up 40%
since 2013, with
mobile – particularly
smartphones –
driving those gains.
The smartphone
has continued to
expand on its role in
digital, even in just
the last two years,
as desktop and
tablets have both
experienced modest
declines in
engagement during
this period.
Growth in Digital Media Time Spent in Minutes (MM)
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2013 - Dec 2016
505,591 551,184 500,173 463,814
441,693
646,324 787,541 878,654
123,661
197,446
160,767
156,199
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Dec-2013 Dec-2014 Dec-2015 Dec-2016
TotalMinutes(MM)
Desktop Smartphone Tablet
+26%
vs. 2013
+99%
vs. 2013
-8%
vs. 2013

4. © comScore, Inc. Proprietary. 4
Mobile now represents almost 7 in 10 digital media minutes, and
smartphone apps alone account for half of all digital time spent
With desktop
engagement
faltering in recent
years, it has lost
share to mobile –
which now accounts
for 69% of digital
media time spent.
Mobile apps now
drive 60% of digital
time spent, and
smartphone apps
alone currently
account for a
majority of digital
media consumption.
Share of Digital Media Time Spent by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, Dec 2013 – Dec 2016
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 Jun-2016 Dec-2016
Share of Digital Time Spent on MOBILE APP
Share of Digital Time Spent on MOBILE
31%
60%
Share of Digital Time Spent on DESKTOP
+16pts
+16pts
-16pts
44%
53%
47%
Share of Digital Time Spent on SMARTPHONE APP+16pts
35%
51%
69%

5. © comScore, Inc. Proprietary. 5
Google Sites, Facebook and Yahoo Sites remain the top digital
media properties and the only ones with 200+ MM visitors
The average Top 10
digital media property
has 39% of its
audience visiting only
on mobile and 34%
visiting on both
mobile and desktop.
For five of the Top 10,
a majority of their
digital media
audiences are
mobile-only visitors,
highlighting the
importance of mobile
as a primary
touchpoint for many
large digital media
companies.
Top Digital Properties: Unique Visitors (MM) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., Dec 2016
0 50 100 150 200 250 300
Google Sites
Facebook
Yahoo Sites
Microsoft Sites
Amazon Sites
Comcast NBCUniversal
CBS Interactive
AOL, Inc.
Apple Inc.
Time Inc. Network (U.S)
Desktop Only Multi-Platform Mobile Only
209 MM
206 MM
190 MM
189 MM
164 MM
163 MM
157 MM
153 MM
129 MM
247 MM

6. © comScore, Inc. Proprietary. 6
U.S. smartphone penetration eclipsed 80% in 2016, but growth is
slowing as market adoption concludes its ‘late majority’ stage
Since the end of
2005, smartphone
penetration of the
mobile phone market
has grown from next
to nothing to 81%.
Just five years ago
that penetration
figure was roughly
half of what it is today
at 42%. The
remaining
uncaptured market is
mostly technology
laggards who don’t
necessarily have a
high likelihood of
ever making the
switch.
Smartphone Penetration of Mobile Phone Market
Source: comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 - 3 Mo. Avg. Ending Dec 2016
2% 3% 6%
11%
17%
27%
42%
54%
65%
75%
79% 81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Dec
2005
Dec
2006
Dec
2007
Dec
2008
Dec
2009
Dec
2010
Dec
2011
Dec
2012
Dec
2013
Dec
2014
Dec
2015
Dec
2016

7. © comScore, Inc. Proprietary. 7
Share of Total Digital Time Spent by Content Category
Source: comScore Media Metrix Multi-Platform, U.S., Total Audience, December 2016
Social media and video viewing are the two most popular online
activities, together accounting for more than a third of all internet time
Social Media
20%
Multimedia
14%
Entertainment - Music
11%
Games
8%
Portals
5%
Retail
5%
Directories/Resources
4%
News/Information
3%
e-mail
3%
Search/Navigation
3%
Instant Messengers
2%
Photos
2%
Lifestyles
2%
Sports
2%
All Other
16% Social Media leads
all categories in
engagement,
accounting for 1 out
of 5 minutes spent
online. The next
largest categories
being Multimedia,
Music and Games
highlight that digital is
being increasingly
used for
entertainment – now
more so than ever
with the rise of mobile
and consumers’ need
to make use of their
“in-between” time.

8. © comScore, Inc. Proprietary. 8
Live viewing still dominates total TV time, but time-shifted viewing is
more prevalent with primetime content
Live TV still makes
up the bulk of TV
viewing hours, but
time-shifted viewing
on DVR accounts
for a significant
percentage of the
total viewing hours,
particularly for
primetime content.
Video-on-demand
(VOD) only
accounts for 1% of
TV viewing time.
Share of Total TV Viewing Time: Live, DVR & VOD
Source: comScore TV Essentials, U.S., FY 2016, Live +15 Day DVR; comScore State of VOD Trend Report
84.0%
74.7%
14.9%
24.6%
1.1% 0.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Viewing Primetime Content
ShareofTotalTVViewingTime
Video-on-Demand (VOD)
Digital Video Recorder (DVR)
Live TV
* Total TV viewing includes live TV, DVR and VOD, and does not include streaming via over-the-top (OTT) services.

9. © comScore, Inc. Proprietary. 9
A variety of connected devices are now being used to watch OTT
content, with streaming boxes and sticks the most popular
37%
31%
27%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Streaming Box/Stick Gaming Console Connected TV Internet Blu-ray Player
PenetrationofU.S.Wi-FiHHs
Connected Home Devices: Penetration of U.S. Wi-Fi Households
Source: comScore Connected Home, U.S., December 2016
Households have
several tech options
for streaming over-
the-top TV content
to their television
sets. Streaming
boxes/sticks, such
as Roku devices,
have the highest
household
penetration, but
gaming consoles
and “smart” TVs are
other popular
options.
.

10. © comScore, Inc. Proprietary. 10
Nearly half of digital ad impressions can’t have an impact because
they’re not viewable or not delivered to a human
Nearly half of all
desktop ad
impressions are
unable to deliver an
advertising impact.
While most of these
non-viewable ads are
simply delivered to
parts of the web page
that are out of view, a
meaningful
percentage is being
delivered to bots and
other forms of invalid
traffic that is by
definition not
viewable to a human.
Percentage of Viewable Desktop Ad Impressions in U.S.
Source: comScore vCE Benchmarks, U.S., Q4 2016
54%40%
6%
Viewable
Non-viewable
Invalid Traffic (IVT)

11. © comScore, Inc. Proprietary. 11
Both desktop and mobile ads deliver branding effectiveness, but
mobile performs better – particularly at the bottom of the funnel
Mobile ads caused
point lifts up to 3x
greater than ads on
desktop across four
key brand metrics
and performed
especially strong in
middle and bottom-
funnel metrics, such
as favorability, intent
to buy and likelihood
to recommend. Less
ad clutter and
proximity to point of
purchase may be
driving better
effectiveness for
mobile ads.
Percentage Point Lift in Brand Metrics for Desktop and Mobile Ads
Source: comScore BSL and BSL Mobile Benchmarks, U.S., 2014 - 2016
Aided awareness
Favorability
Likelihood to recommend
Purchase Intent
1.3 2.6
1.3 2.9
1.5 2.8
1.3 4.0
Desktop Mobile
3.1x
desktop
1.9x
desktop
2.2x
desktop
2.0x
desktop

12. © comScore, Inc. Proprietary. 12
By Q4 2016, total digital commerce had grown to account for more
than 1 out of every 6 discretionary retail dollars
Desktop & Mobile Digital Commerce Share of Corresponding Consumer Spending*
Source: U.S. Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement, U.S., 2004 - 2016
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
17%
18%
Digital Commerce Share (desktop + mobile)
e-Commerce Share (desktop)
*Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales excluding Food Service & Drinking, Food & Bev. Stores,
Motor Vehicles & Parts, Gasoline Stations and Health & Personal Care Stores.
15.0%
(Q4 ‘15)
13.5%
Q4 ‘16
17.0%
Q4 ‘16
12.5%
(Q4 ‘15)
Digital’s share of
consumer
discretionary
spending, which
peaks in seasonally
colder months,
reached an all-time
high in Q4 2016 at
17%. Digital
commerce share
appears to be
accelerating slightly
in recent years due
to the impact of
mobile.

13. © comScore, Inc. Proprietary. 13
However, in 2016, mobile dollars still lagged digital media time spent
on the platform, highlighting the mobile conversion challenge
Mobile accounted for
67% of time spent
shopping online, but
only 20% of digital
retail spend in 2016.
Factors such as
security concerns
and smaller screen
size continue to add
friction to mobile
purchases. While this
m-commerce
monetization gap will
narrow once mobile’s
share of time spent
stabilizes, the two
aren’t likely to ever
reach equilibrium.
2016 Share of Retail Time Spent vs. Spending by Platform
Source: comScore M-Commerce and E-Commerce Measurement, U.S., FY 2016
67%
20%
33%
80%
Time Spent Dollars Spent
Desktop
Mobile
47%
Gap

14. © comScore, Inc. Proprietary. 14
As was the case in
2015, the Top 10 in
2016 featured
mostly action
movies and
animated family-
friendly films, with
Disney distributing
four of the top five
films in 2016.
Impressively, Star
Wars: The Force
Awakens cracked
this past year’s Top
10 despite being
released in mid-
December 2015.
Finding Dory led the 2016 domestic box office as one of six Disney
films to rank in the Top 10
Top 10 Grossing Box Office Movies in 2016 ($ Millions)
Source: comScore Box Office Essentials, North America, Jan. 1 – Dec. 31, 2016
$486.3
$408.2
$408.1
$368.4
$364.0
$363.1
$341.3
$330.4
$325.1
$284.7
Finding Dory
Rogue One: A Star Wars Story*
Captain America: Civil War
Secret Life Of Pets, The
Jungle Book, The
Deadpool
Zootopia
Batman V Superman: Dawn Of Justice
Suicide Squad
Star Wars: The Force Awakens
* Rogue One was released on December 16, 2016, and therefore was only in theaters the last two weeks of the year.
Warner Bros.
20th Century Fox
Universal
Disney

15. © comScore, Inc. Proprietary. 15
© 2017 comScore, Inc.For info about the proprietary technology used in comScore products, refer to http://www.comscore.com/About-comScore/Patents
alella@comscore.com
To download the full
73-page version
of this report,
please visit:
For more information about the report, please contact:
ANDREW LIPSMAN,
VP Marketing & Insights
ADAM LELLA,
Senior Marketing Insights Analyst
comscore.com/USFutureinFocus2017
alipsman@comscore.com