3. In the midst of developments for time-shifting and increased penetration
of mobile devices which enable video consumption, one technology has
grown seemingly unnoticed; Video On Demand (VOD). Set-top box VOD
is currently available in approximately 60% of television households, up
from 37% in 2008. The fact, however, is that this technology has been
available for close to a decade through certain cable providers. VOD offers
the opportunity to time-shift and catch up on shows through a single
platform delivered to the consumer from cable or satellite providers
without the need for extra hardware.
The reason this technology has taken so long to rise to the surface of
awareness is two-fold. First as a nascent technology delivered by the
program providers the interface was often cumbersome and difficult
for the consumer to use. Second, the program distributors were wary of
delivering content outside of their window of monetization if measurement
could not account for the audience deliveries. Because of these issues,
VOD content was often populated with old shows, or past seasons of
shows.
OVER THE PAST YEAR, NOT ONLY HAS
ACCESS TO VOD BECOME MUCH MORE
USER FRIENDLY BUT NETWORKS HAVE
BEEN MORE APT TO EXPERIMENT WITH
RECENTLY TELECAST CONTENT AND
MULTIPLE EPISODES FROM THE CURRENT
SEASON.
This pivot has in large part been facilitated by the ability to include and
break out viewing from the VOD play to the current episode of a show if
aired within the seven day window of an original telecast. In fact, if the
content on VOD includes the same national commercials as the television
airing of a show, the viewing from the first three days are included in the
Live+ 3 Day Commercial (C3) rating in the same way Nielsen credits DVR
playback.
This has been a big development for networks and advertisers who
both need to show that viewing is occurring and also that ads are being
viewed. In another flavor of VOD content distribution and monetization,
networks are able to provide shows to consumers with fewer commercials
but also fast-forward disabled. With measurement of this particular type
of Video On Demand, this creates another opportunity for all the players
in the ecosystem. Cable and satellite providers can now offer DVR-like
capabilities to their consumers in an easy fashion, and networks have an
additional opportunity to deliver content to consumers who in turn have
an expanded choice for viewing when, where and how they want.
THE CROSS-PLATFORM REPORT | Q2 2013
3
5. A CLOSER LOOK AT VIDEO ON DEMAND USERS
VIDEO ON DEMAND
AUDIENCE COMPOSITION
TV USAGE
AGE
12%
11%
31%
K 2-11
9%
T 12-17
5%
A 18-34
17%
23%
A 35-49
20%
23%
A 50-99
48%
ETHNICITY
16%
18%
ASIAN
AMERICAN
4%
HISPANIC
15%
AFRICAN
AMERICAN
4%
15%
WHITE
72%
73%
INCOME
31%
EARN
> $100,000
21%
FAMILY
54%
NO KIDS
46%
76%
76%
40%
HAVE KIDS
60%
DEVICE OWNERSHIP
DVR
HOUSEHOLD
NON DVR
HOUSEHOLD
HIGH SPEED
INTERNET
50%
50%
88%
34%
TABLET
50%
50%
75%
26%
Source: Nielsen Primetime internal VOD & total TV usage data; NPOWER internal VOD data includes only programming encoded for measurement.
THE CROSS-PLATFORM REPORT | Q2 2013
5
7. TAKING A CLOSER
LOOK AT THE DATA
EXHIBIT 1 – AVERAGE TIME SPENT PER PERSON PER DAY
Q2 2009
4:23
:16 :09 :16
Q2 2010
4:20
:18 :10 :14
Q2 2011
4:23
:20
:12 :12
Q2 2012
4:18
:22
:12 :10
Q2 2013
4:19
:24
:12 :10
LIVE TV
DVR PLAYBACK
VIDEO GAMES
DVD PLAYBACK
TABLE 1 – A WEEK IN THE LIFE FOR THE TOTAL US POPULATION
WEEKLY TIME SPENT IN HOURS : MINUTES –BY AGE DEMOGRAPHIC
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
BLACK
2+
HISP.
2+
ASIAN
On Traditional TV
23:18
20:39
21:32
26:18
31:16
40:51
46:54
31:47
44:52
26:30
18:15
Watching
Timeshifted TV
2:00
1:34
1:39
3:04
3:25
3:28
2:30
2:44
2:02
1:55
1:54
Using a DVD/
Blu Ray Device
1:51
1:05
1:00
1:26
1:09
0:52
0:33
1:07
1:19
1:04
0:55
Using a Game
Console
2:18
3:31
2:51
1:59
0:51
0:17
0:04
1:24
1:36
1:34
1:00
Using the Internet
on a Computer
0:24
0:51
4:58
6:17
6:21
5:33
3:09
4:19
4:09
2:53
3:31
Watching Video
on Internet
0:11
0:19
1:24
1:21
0:57
0:45
0:16
0:45
0:58
0:47
1:00
Watching Video
on a Mobile
Phone
-
0:34
0:30
0:27
0:14
0:05
0:01
0:15
0:26
0:22
0:25
THE CROSS-PLATFORM REPORT | Q2 2013
2+
7
9. TABLE 4 – MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES
AMONG COMPOSITE
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
106:40
94:51
105:58
122:08
143:04
185:59
214:11
146:37
Watching Timeshifted TV
9:10
7:13
8:08
14:16
15:36
15:49
11:23
12:35
Using a DVD/
Blu Ray Device
8:29
4:58
4:55
6:37
5:15
3:58
2:29
5:10
Using a Game Console
10:31
16:10
13:59
9:15
3:55
1:16
0:20
6:27
Using the Internet on a Computer
4:34
7:27
30:45
32:50
32:31
30:54
23:49
27:21
Watching Video on Internet
3:21
4:08
11:20
9:12
6:29
5:37
2:40
6:28
-
8:42
6:07
5:34
5:07
5:00
3:36
5:45
On Traditional TV
Watching Video on a Mobile Phone
TABLE 4 – MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES
AMONG AFRICAN AMERICANS
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
149:01
146:08
163:02
172:34
214:38
275:42
317:04
206:47
Watching Timeshifted TV
7:04
6:28
6:32
11:09
12:29
11:53
5:50
9:23
Using a DVD/
Blu Ray Device
7:00
4:43
4:44
7:14
6:44
6:53
3:04
6:05
Using a Game Console
10:08
16:05
12:48
9:47
4:43
1:30
0:38
7:22
Using the Internet on a Computer
5:05
8:35
36:38
33:02
33:47
31:02
22:10
28:37
Watching Video on Internet
3:44
4:51
13:34
11:03
8:14
9:39
5:07
9:00
-
8:10
7:29
7:02
5:54
5:55
-
6:53
On Traditional TV
Watching Video on a Mobile Phone
THE CROSS-PLATFORM REPORT | Q2 2013
9
15. TABLE 8 – DEVICES IN TV HOUSEHOLDS
NUMBER OF HOUSEHOLDS (IN 000’S)
COMPOSITE
AFRICAN AMERICAN
HISPANIC
ASIAN AMERICAN
Q2
2013
Q2
2012
Q2
2013
Q2
2012
Q2
2013
Q2
2012
Q2
2013
Q2
2012
Any DVD/Blu-ray Player
94,587
96,960
11,460
11,520
12,110
12,340
3,237
3,645
Any DVR
52,977
49,013
5,567
5,107
5,574
4,918
1,881
1,844
Any High Definition TV
93,514
86,727
11,076
9,879
12,703
11,416
3,872
3,691
Any Video Game Console
50,250
51,750
6,123
6,299
7,936
7,553
2,229
2,270
Any Tablet
27,049
14,590
2,559
1,268
2,907
1,302
1,729
1,130
TABLE 9 - TELEVISION DISTRIBUTION SOURCES
PERCENTAGE OF HOUSEHOLDS
WHITE
AFRICAN
AMERICAN
HISPANIC
ASIAN
AMERICAN
Broadcast Only
8%
11%
15%
13%
Wired Cable
50%
52%
42%
50%
Telco
10%
11%
8%
15%
Satellite
32%
26%
35%
22%
MARKET BREAK
EXHIBIT 2 – MOBILE DEVICE PENETRATION BY ETHNICITY
29%
38%
42%
TOTAL
AFRICAN
AMERICAN
WHITE
62%
58%
FEATURE PHONE
THE CROSS-PLATFORM REPORT | Q2 2013
24%
28%
ASIAN
AMERICAN
HISPANIC
71%
72%
76%
SMARTPHONE
15
17. ONLINE METHODOLOGY
In July 2011 an improved hybrid methodology was introduced in Nielsen’s NetView and
VideoCensus product. This methodology combines a census level accounting of page
views and video streams where Nielsen measurement tags have been deployed in order to
project audience and behavior to the full universe of all Internet users. For VideoCensus, the
portion of the total video streams calibrated by census data, previously allocated to Home/
Work computers, are now allocated to other devices and locations such as smartphones
and viewing outside of home and work. This change affects both “Watching Video on the
Internet” and “Using the Internet” figures. Beginning in Q1 2012, Cross-Platform metrics are
derived from the new hybrid panel. Year over year trends are available beginning in Q3 2012.
Data should not be trended to previous quarters’ published editions.
Hours:minutes for Internet and video use are based on the universe of persons who used
the Internet/watched online video. All Internet figures are weekly or monthly averages over
the course of the quarter. All “Using the Internet on a Computer” metrics are derived from
Nielsen NetView product, while all “Watching Video on the Internet” metrics are derived
from Nielsen VideoCensus product. Watching video on the Internet is a subset of Using the
Internet on a computer.
Due to the release of the Chrome browser v.19 in May 2012, some Nielsen NetView data for
a small number of sites that have extensive use of HTTPS is under reported for May and
June 2012. A solution has been implemented for July 2012 reporting. This affects the “Using
the Internet on a Computer” and “Internet” time spent figures provided in this report for
current quarter data.
May 2012 volume metrics were affected for two YouTube channel entities. As of June 2012,
YouTube Partner reporting became available through Nielsen VideoCensus featuring May
2012 data. YouTube Partner data is reported as individual channels under the YouTube
brand in Nielsen VideoCensus. Data for each YouTube partner is aggregated across two
entity levels, the broadest as Nielsen VideoCensus channel entity and the more granular
being Nielsen VideoCensus client-defined entity. This affects the “watching video on the
Internet” and “stream” numbers in this report for current quarter data.
Due to a processing error, YouTube brand-level stream and duration metrics have been
inflated since May 2012, which impacted “Watching Video on Internet”. The current
report contains the corrected metrics for this quarter. However, because of an additional
processing issue that occurred in Q2 2012 (above note), the prior year data could not be
restated and this report contains the originally released data points for Q2 2012. Future
editions of the report will contain the restated year over year comparisons. Data should not
be trended to previous quarters’ published editions.
MOBILE METHODOLOGY
Mobile video user projection, time spent and composition data are based on survey
analysis of past 30 day use during the period. The mobile video audience figures in this
report include mobile phone users (aged 13+) who access mobile video through any means
(including mobile Web, subscription based,downloads and applications). Beginning in
Q1 2012, data reflect enhanced methodology for calculating the Total Minutes spent
watching video on a mobile phone. Total Minutes = (median#sessions)*(mean#minutes).
All previous quarter/year metrics have been recalculated with new methodology. Data are
trendable within this version of the report, but not to previous quarters’ published editions.
Nielsen’s mobile survey reports mobile video usage for those users 13 and older. Thus, 12-17
is T13-17 for all mobile data.
THE CROSS-PLATFORM REPORT | Q2 2013
17