CROSS DEVICE VIDEO & TV CONSUMPTION

IN THE NETHERLANDS

Content

- Introduction

- Data

- Device ownership in The Netherlands

- TV consumption

- Online video consumption

- TV and online video comparison

- Most popular videos 2014

Introduction

Watching online video is growing massively

and is changing how video content is viewed,

when and by whom.

Mediabrands Marketing Sciences initiated a

research study to report a full overview of

trends in online video and TV consumption in

The Netherlands, based on the data gathered

by SKO, GfK Media Efficiency Panel and

other sources.

The uniqueness of the Media Efficiency Panel

is that the data is based on actual registered

behavior of panelists and on questionnaires.

Data

In this study we have used a variety of data sources to

make a complete overview of TV and online video

consumption in The Netherlands:

- Media Efficiency Panel; by use of DDMM and self

analysed raw data.

- SKO (Stichting Kijkonderzoek); SKO is responsible for

the reporting and monitoring of TV ratings.

- GfK Trends in digital media; provides an overview of

device ownership in The Netherlands.

- Media:tijd 2014; provides insight in time spent on

various activities such as media.

- UM Wave; UM’s own international social media

research

Media Efficiency Panel

MEP contains tracking data of three types of devices:

TV Computer Mobile

Home TV viewing behaviour

measured via Smartphone

audiomatching

Software registered home

desktop/laptop internet behaviour

Software registered

Smartphone/Tablet internet

behaviour (ios and Android)

DEVICE OWNERSHIP

Device ownership in The Netherlands: Smartphone is booming

6%

14%

23%

34%

44%

53% 56%

61%

39%

45% 48%

58%

65% 67% 70%

76%

Device ownership in The Netherlands

Tablet Smartphone

32%

29%

% of people who use device for watching videos

Smartphone Tablet

76% of Dutch people own a Smartphone: this equals 10 million people. Around 1/3 of these

people use this device for watching videos.

GfK trends in digitale media, December 2014. n=1.007 Dutch respondents 13+ years old with access to internet

Tablet ownership comparable with desktop ownership

77% 76%

61% 61%

29% 27%

22%

Laptop Smartphone Tablet Desktop Smart TV Game console e-reader

Device ownership December 2014

People own 3,5 different devices.

GfK trends in digitale media, December 2014. n=1.007 Dutch respondents 13+ years old with access to internet

Most people use their devices on the couch. Tablet is a ‘home device’.

42%

49%

30%

10% 6%

4% 7%

4%

71%

13%

7%

24%

18%

44%

26% 23%

83%

27%

6%

24%

11%

6% 5% 8%

58%

5% 1%

56%

7%

19%

2%

21%

91%

6%

1%

9% 6%

couch table desk bedroom somewhere elseat home

on the way at work somewhere elseoutside

Location

Laptop Smartphone Tablet e-reader Smart TV

GfK trends in digitale media, December 2014. n=1.007 Dutch respondents 13+ years old with access to internet

YouTube is the most installed video app, followed by RTL XL, NPO and Netflix

37%

30%

20% 19%

17%

11%

18%

10%

18%

11% 12%

6%

33%

31%

20%

16%

12%

10%

8% 8% 8% 7%

6%

4%

Youtube NU.nl Spotify NOS app DeTelegraaf

Teletekst RTL XL AD.nl NPO app(uitzendiggemist)

Netflix Ziggo app Radio 538

Most installed media applications

Tablet Smartphone

GfK trends in digitale media, December 2014. n=1.007 Dutch respondents 13+ years old with access to internet

Number of video apps on smartphone and tablet growing

33%

31%

20%

16%

12%

10%

8%

8%

8%

7%

7%

6%

36%

41%

11%

10%

12%

7%

9%

5%

YouTube

Nu.nl

Spotify

NOS app

De Telegraaf

Teletekst

RTL XL

AD.nl

NPO app (uitz.gemist)

Google play music

Netflix

Ziggo app

Most installed media apps – Smartphone

2014 2013

37%

30%

20%

19%

18%

18%

17%

12%

11%

11%

10%

9%

8%

41%

41%

13%

27%

23%

11%

12%

12%

10%

12%

9%

YouTube

Nu.nl

Spotify

NOS app

NPO app…

RTL XL

De Telegraaf

Ziggo app

Netflix

Teletekst

AD.nl

RTL Nieuws

Bol.com app

Most installed media apps – Tablet

2014 2013

GfK trends in digitale media, December 2014. n=1.007 Dutch respondents 13+ years old with access to internet

Key outtakes

- People own 3,5 different devices, with laptop being the most popular

device, followed by smartphone and tablet/desktop. The number of

tablet and smartphone owners is still growing.

- 29% owns a Smart TV. Emerce predicts that in 2017 this will be 73%.

- Around 1/3 of the people owning a tablet or smartphone use it to watch

videos.

- Most devices are used on the couch at home, which could mean that

they are also used for second screen behavior.

- YouTube is the most installed video app on tablets and smartphones in

The Netherlands

TV CONSUMPTION

Downward trend TV viewing among people <35 years, strong increase 50+

113

166

188

245

118

162

183

249

118

160

182

260

111

161

180

260

110

158

186

269

13-19 20-34 35-49 50+

Time spent watching TV in minutes/day - comparison by target audience

2010 2011 2012 2013 2014

SKO TV viewing , 6 days delay included

…Downward trend is caused by live TV viewing decline. Delayed TV viewing is gaining popularity.

111 115 115 106 105

162 157 154 151 148

183 176 174 169 173

240 243 253 252 259

2 3 4 5 6

4 5 6 10 10

5 6 7 11 13

5 6 7 9

10

2010 2011 2012 2013 2014 2010 2011 2012 2013 2014 2010 2011 2012 2013 2014 2010 2011 2012 2013 2014

13-19 20-34 35-49 50+

Time spent watching TV in minutes/day - comparison by target audience

live delayed

SKO

Definition 'delayed': Watchtime of TV content, other than live consuming. This means watching self recorded TV

content, on demand via set-top box or connected TV or watching content after a short delay (pauze botton).

People in social class B2CD watch more TV, people in the higher social class watch less TV.

186 176

222

183 173

226

180 178

230

179 174

233

189

175

240

Shoppers+child AB1 13+ B2CD 13+

Time spent watching TV in minutes/day - comparison by target audience

2010 2011 2012 2013 2014

SKO TV viewing , 6 days delay included

Key findings

Overall, people spent more time watching TV in 2014, most likely due to

the major sport events; Olympics and World Cup Soccer.

On average people watch around 3,5 hours TV per day.

• Strong increase among people 50+ years and in social class B2CD.

• Young men and women (<35 years) spent less time in front of the TV.

• TV viewing decline is caused by a downward trend in live TV viewing.

Delayed TV viewing is gaining popularity, but this only accounts for

around 7% of all TV viewing time.

NPO1 and RTL4 have the highest market share.

2015

2015 will be an interesting year for TV in The Netherlands:

- There will be no big sport events

- Champions League no longer broadcasted by NOS

- Expected budget cuts NPO

- Two new digital TV channels will be launched: SBS 9 and RTL-Z stand

alone.

This will probably not only affect NPO market share, but also time spent

watching TV in 2015.

In terms of advertising we can expect the first programmatic buying and

automated trading on TV

ONLINE VIDEO CONSUMPTION

|

1

9

+Home registered desktop/laptop/mobile internet behavior

Social is the new normal. Watching and sharing videos online is common practice

Source: UM, WAVE Social media research Netherlands

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 5 2010 Wave 6 2011 Wave 7 2013 Wave 8 2014

% E

ve

r D

on

e

Online videos are used for entertainment purposes and more often for education

Source: UM, WAVE Social media research Netherlands

YouTube highest monthly reach, followed by NPO

YouTube mobile application adds extra reach on top of youtube.com

23% 13% 15%

8% 3% 6% 4% 3%

29%

3% 1%

3%

1% 1%

14%

6% 2%

6%

4% 8% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Top 10 video sites/apps monthly reach – NL 16+

site overlap app

DDMM

Video platforms show highest reach in target audience 20-34 years

Dumpert slightly more popular than NPO.

20% 25%

15% 12% 5% 6% 6% 2%

45%

2%

6% 5%

2% 2%

19%

4% 9%

8%

7%

10% 8% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Top 10 video sites/apps monthly reach – NL 20-34

site overlap app

DDMM

RTL XL more popular among females, Dumpert more male oriented

81%

36% 32%

19%

12% 8%

2%

84%

27% 28% 32%

15%

8%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Top video sites/apps monthly reach

M20-34 F20-34

DDMM

Since the mobile data is only available from 2014, we wanted to determine 2013 levels.

0

50

100

150

200

250

300

350

Q1 Q2 Q3 Q4

Time spent in minutes on online video sites (desktop/laptop) NL16+

2013 2014

y = -7,1384x3 + 66,514x2 - 165,47x + 338,72

0

50

100

150

200

250

300

350

2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1

This was done by using the mobile device penetration data in NL and the desktop/laptop data

MEP

When we apply our formula; level of total online video consumption is rapidly growing

232 219 244

287 281 243

278

45

29

60

96 94

112

133

0

50

100

150

200

250

300

350

400

450

Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014*

Time spent in minutes on online video sites – NL16+

Desktop/laptop Online video Mobile

MEP

Key findings

Watching online videos is common practice; 86% of Dutch people watched an online video once or more often in 2014. People watch online videos to pass time or to be entertained. More often online videos are used for educational purposes.

Online video platform YouTube (app+site) has the highest reach of all video sites and applications, in all target audiences.

However, people spend more time on the Netflix application. This can probably be explained by the fact that people stream the content of this app to their TV more easily.

Time spent on applications is often higher than on the corresponding website

Online video platforms show the highest reach among people 20-34 years old. YouTube is just as popular among men and woman, but woman stream more from RTL XL than men and men stream more from Dumpert than Women.

2014 monthly total reach of YouTube and Netflix is constant, NPO grows and RTL XL reach fluctuates.

YouTube application and combined reach (overlap) increasing, where youtube.com reach is decreasing.

2015

- We expect that online video viewing will continue to grow in 2015.

Smartphone and tablet penetration is still growing and more people

have access to faster mobile internet (4G technology). This will

probably cause that more people will use video apps on their mobile

device and people will spend more time on these apps.

- Besides this, it is also possible that new VOD services/video apps will

become available in NL.

- We are very curious about the use of video apps on Smart TV. Smart

TV ownership in The Netherlands reached 29% in 2014, but will grow to

73% in 2017 and we expect that this will also account for extra reach

and time spent.

TV AND ONLINE VIDEO COMPARISON

If we use a device other than a regular TV for watching AV content, our viewing behavior is completely different

Other (mobile devices)

3%

Desktop/ Laptop

4%

TV 93%

Devices for watching AV content

89%

12%

84%

7%

26%

8%

4%

34%

6%

23%

6%

TV Other device Total

Live TV viewing Delayed TV viewing

Streaming, download Other videos (Youtube)

Other content (e.g. photos)

MediaTijd 2014

Time spent watching online video is small compared to watching TV

228

249

214 208 198

208 194 187

5 5 5 5 4 5 5 6

January February March April May June July August

Time spent in minutes/day watching video 2014 january – august NL16+

TV (SKO total viewing time all channels) Online video (MEP analysed data - video sites/apps)

This is the average time spent per day by people of 16 years and older, watching TV or online

video (site and/or app).

SKO and MEP (MEP data only available from January -August 2014

This changes when we look at the active viewers: Online 3hrs per active day and TV 4½hrs per active day

280

303

266 262 259 269 270

262 257 269

182 169 167

191 185 187 183

January February March April May June July August September October

Active viewers comparison - 2014

TV active viewers (SKO) Online video active viewers (DDMM)

DDMM: only available for April - October 2014

YouTube is only online video platform comparable (in terms of reach) to TV channels

82% 79%

69% 67%

63%

58%

53%

45% 42% 42%

36%

10%

NPO1 RTL 4 NPO3 SBS 6 NPO2 RTL 5 RTL 7 Net5 Veronica Youtube(site+app)

RTL 8 NPO gemist(site+app)

Weekly reach AV channels NL16+

DDMM/SKO

YouTube weekly reach (site+app) higher among light TV viewers

74%

67%

60%

52% 50% 49%

46%

40%

34% 33%

27%

NPO1 RTL 4 NPO3 NPO2 Youtube(site+app)

SBS 6 RTL 5 RTL 7 Net5 Veronica RTL 8

Weekly reach AV channels - Light TV viewers NL 16+

DDMM/SKO

Highest reach YouTube in target audience 20-34 years

69% 69%

61% 58%

55% 54% 49%

45% 43%

37%

30%

14% 14%

8%

66%

77%

60% 60% 61% 59%

40% 42%

48%

39%

8%

15% 13%

NPO1 RTL 4 NPO3 Youtube(site+app)

SBS 6 RTL 5 RTL 7 NPO2 Veronica Net5 RTL 8 Dumpert(site+app)

NPO(site+app)

RTL XL(site+app)

Weekly reach AV channels

M20-34 F20-34

DDMM/SKO

Key findings

Time spent watching online video is small compared to watching (live)

TV. But when we use a device other than a regular TV for watching AV

content, our viewing behavior is completely different.

Online video viewers spend around 3hrs per active day watching

videos, compared to 4,5hrs watching TV per active day.

YouTube is only online video platform comparable (in terms of reach) to

regular TV channels.

Light TV viewers and people <35 years consume more online video.

YouTube, for example, has high reach among light TV viewers, and

even higher in the target audience 20-34 years.

MOST POPULAIR VIDEOS 2014

2014 most watched TV programs dominated by NPO1 and sports related

Rank Channel Programme Viewers (x1.000)

1 NPO1 WC NED-ARG 9.058

2 NPO1 WC NB 8.738

3 NPO1 WC NED-CHL 8.098

4 NPO1 WC NED-MEX 8.090

5 NPO1 WC AUS-NED 7.880

6 NPO1 WC NED-CRI KF 7.459

7 NPO1 WC ESP-NED 7.256

8 NPO1 WC NB 7.064

9 NPO1 WC BRA-NED 6.420

10 NPO1 WK Journaal 6.412

15 NPO1 Eurovision song contest 5.149

18 NPO1 Winter Olympics 5K speedskating Men 4.564

22 NPO1 Boer Zoekt vrouw 4.303

First non-sport program is ranked place 15 (Eurovision song contest), followed by rank 22

(Boer Zoekt Vrouw)

2014 most watched videos online

2

1

3

4

SAMENVATTING

NEDERLAND SPANJE

KUD – FLAPPY BIRD

NIKE SOCCER

COMMERCIAL

MUTANT GIANT

SPIDER DOG

Most watched global (2,5 billion views)

|40

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