Multi-Screen Insights An Overview Of Digital Video’s Growth.

Multi-Screen Insights

An Overview Of Digital Video’s Growth

Multi-Screen Insights

• Television still commands 93% of total video time – Majority of viewing is with Live TV– Young adults are spending less time with time-shifted content (-4% v. yag A18-34)– Record number of Blacks & Hispanics viewed TV in 4Q14– Television is preferred video viewing platform among young and old (84% of total video time is

spent with the TV among A18-24)

• More consumers are sampling video on smartphones (+20%)– True across all ethnic segments– A35-49 are spending significantly more time with mobile video (+40% v yag)– App/web usage is up 13% , driven primarily by A35+

• Multimedia device usage has jumped 47% with usage highest among A18-34– OTT penetration continues to climb – nearing 19%

• Video Game Usage is pretty much on par – down slightly 1%– Time spent is up 5%– Blacks and Hispanics have experienced a surge among A65+ in time spent v yag

• Mobile video v. TV– Television still commands practically 9 out of 10 video viewing minutes while mobile remains

nominal…nearing 15% among A18-24

With The Proliferation of Various Mobile Devices, How Are Consumers Viewing Content?

Television Still Commands Half (49%) of Consumers Total Media Time On a Daily Basis

Avg Time Spent Per Day (Hrs: Min) Among P18+

4:51

0:33

2:43

1:06

0:130:09 0:07

1:25Live TV

Watching Time-shifted TV

AM/FM Radio

Internet Usage/Computer

Game Console

DVD/Blue-Ray

Multimedia Device

Using Smartphone

Source: Nielsen Cross Platform Report 4Q14,P18+

…and Majority Of Their Viewing Continues To BeWith Live Television

Time Spent Per Day (Hrs:Min) Among P18+

Source: Nielsen Cross Platform Report 4Q14,P18+;

4Q14 4Q13 4Q120:33 0:32 0:27

4:51 5:04 5:10 Live TVTimeshifted

P2+ CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+

5% 5%

-1%

-4% -4%

7% 7%

14%

% Change in Time Spent Watching Time-shifted TV v. YAG

Young Adults Are Spending Less Time With Time-shifted TV While Adults 65+ Are Up Considerably

Source: Nielsen Total Audience Report 4Q14; % change in Monthly time time with timeshifted TV

Highest Time Spent Level To Date

Drilling Down To Main Video Devices, How MuchVideo Content is Consumed On Each Platform?

TV Still Commands 93% of Total Video Time

Watching Video on Internet

Watching

TelevisionWatching Video

on a Smartphone

Monthly by Device

149:14 10:29 1:42

Source: Nielsen Total Audience Report 4Q14 v yag;Total video= TV+comp+smartphone

P2+: Time Spent Hrs:min

P2+:# of Viewers

v. YAG

285 Million

-0.56%

146 Million

-4.2%

122 Million

+19.8%

In Fact, A Record Number of Blacks and Hispanics Viewed Video On The Television In 4Q14

Number of Users P2+ (OOO)/ Monthly

Black

Hispanic

36,981

47,276

37,412

48,416

37,761

48,7044Q144Q134Q12

Source: Nielsen Total Audience report 4Q14 v yag,

4Q13 4Q14 % ChangeHispanic 123:25 121:11 -2%

Black 218.01 206:39 -5%

Time Spent/ Monthly (Hrs:min)

P18-49 P25-54 P18-34

128:39 145:21110:09

13:4312:44

15:13

2:001:38

2:21

Monthly Time Spent By Medium (Hrs: min)

Traditional TV Video on Internet Video on Smartphone

Among Key Advertiser Targets, Television Commands Practically 9 out of 10 Total Video Minutes

89% 91% 86%TV Share Of Total Video

Source: Nielsen Total Audience Report 4Q14; Total

video=TV; internet video and mobile video

CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+

102:45 84:17 95:01 120:52 149:02191:04

223:125:265:38

15:5814:45

12:16

8:535:03

2:541:56

1:341:04

0:27



…and Captures Majority Of Total Video Time Among Both Young and Old

95% 94% 84% 88% 92% 95% 98%TV Share Of TotalVideo Source: Nielsen Total Audience Report 4Q14; Total


T12-17 M12-17 F12-17 A18-24 M18-24 F18-24

84:17 83:27 85:08 95:01 90:33 99:36

5:38 6:24 4:4915:58 18:58 12:342:54 3:17 2:06





Even Among Teens & Young Adults, Television Remains The Dominant Viewing Platform

State of Mobile Video?

Total Black Hispanic Asian

20%18%

11%13%

% Change # of Users P2+ (OOO) Viewing Video on Smartphone/Monthly v YAG

More and More Consumers Continue To Sample Video On Smartphones - Up 20%

Source: Nielsen Total Audience Report 4Q14

P2+ A18-24 A25-34 A35-49 A50-65 A65+

22% 29% 23%40%

13%

-33%

% Change In Time Spent With Video on SmartphoneMonthly v YAG

…and Spend Significantly More Time With Video On Their Phones, Especially Adults 35-49


What Is Driving Mobile’s Growth?

A18-24 A25-34 A35-49 A50-65 A65+

14%

25%

36% 35% 32%

% Change In App/Web Usage On Smartphone by Age

Monthly v YAG

More & More Consumers Are Using Apps/Web On Their Smartphones; Greatest Increase Seen Among Adults 35+


Total Black Hispanic Asian

13%15%

9% 9%

% Change In # of P2+ Using Smartphone App/Web By Ethnic-

ity P2+Monthly v YAG

In Fact, App/Web Usage Is At Its Highest Level To Date


4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14

110,916 121,750

132,235 139,136 144,320 148,983 157,092 162,798 163,573

# of P2+ (OOO) Using Smartphone App/Web Monthly v YAG

As Content is Being Delivered Via Various Delivery Methods, What is the State Of Over-The-Top Today?

Source: Nielsen NPM

Over-The-Top Penetration Continues To Steadily Rise,Nears 19%

Feb'14

Marc

h'14

Apr'14

May

'14

June'14

July'

14

Aug'14

Sep'14

Oct'14

Nov'14

Dec'14

Jan'15

Feb'15

14.9 15.4 16.3 16.4 16.7 17.1 17.6 18.1 18.1 18.1 17.8 18.6 18.9

OTT Devices

Usage Of Multimedia Devices Has Jumped 47%; Time Spent Has Practically Doubled

Source: Nielsen Total Audience Report 4Q14l; multimedia device-usage of internet connected devices viewing source (includes apple tv, roku,

google chromecast, smartphones and audio-video viewing sources (computer/latrops, tablets, karaoke, video camcorders, security/digital

cameras) that are connected to home TV set

Number of P2+ (OOO) Using Multimedia Device

4Q13 4Q14

29,044

42,693

4Q13 4Q14

1:59

3:38

Time Spent P2+Using Multimedia Device/Monthly

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://bgr.com/apple-tv/&ei=SlIUVdXfBsGJNoKQgJAC&bvm=bv.89217033,d.eXY&psig=AFQjCNGaZ9IujfGKMEipGz8ry6TyRO73eg&ust=1427481542748040

P2+ CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+

3:38 3:57

2:24

5:596:24

4:11

2:071:40

Time Spent with Multimedia Devices/Monthly

Multimedia Device Usage Averages Over 3 Hours Per Month Among P2+; Highest Among Young Adults A18-34




Drilling Down To Ethnic Segments: Usage Has Increased Significantly, Especially Among Blacks




4Q13 4Q14 % ChangeBlack 2,071 4,125 +99%

Hispanic 4,253 5,467 +29%

Asian 3,571 5,078 +42%

Number of P2+ (OOO) Using Multimedia Device

…and Skews a Little Older Among Blacks & Asians – Higher Time Spent Among A25-49




Time Spent (HRS:MIN) Using Multimedia Device

CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+

Black 2:19 2:00 3:13 4:13 3:31 1:38 0:56

Hispanic 2:06 1:20 3:15 3:57 2:07 0:56 0:33

Asian 7:47 4:19 7:59 11:56 9:44 6:43 9:16

What About Video Game Usage?

Number of Consumers Using Video Game Consoles is Down a Slight 1% But Time Spent is Up 5%



4Q13 4Q14 +/-# of Video Game Users 97,667 97,090 -1%P2+

Time Spent/ Monthly 7:54 8:19 +5%P2+ (Hrs:Min)

Video Game Usage is Driven by A18-24 & A65+; Blacks & Hispanics Experienced a Considerable Uptick Among A65+


TOTAL BLACK HISPANIC ASIAN

CH2-11 2% -11% -1% -8%

T12-17 5% 3% 14% 28%

A18-24 16% -14% 24% -1%

A25-34 12% -9% 11% 41%

A35-49 0% 18% 20% -1%

A50-64 -18% -23% -13% 64%

A65+ 15% 29% 65% -41%

% Change in Time Spent Monthly Using Video Game Console v. yag

Lets Put It All Into Perspective…

With All The Various Mobile Devices AvailableToday, Television Still Commands The Lion ShareOf Video Viewing…

TV Commands Practically 9 out of 10 Total Minutes of Video Viewing; Mobile Video Still Only Represents A Nominal Share

Share of Total Monthly Video Time Spent by Device

Source: Nielsen Total Audience report 4Q14, Total


CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+

Video on Smart-phone

NaN NaN 0.02 0.01 0.01 0.01 0

Video On Inter-net

0.05 0.06 0.14 0.11 0.07 0.04 0.02

TV 0.95 0.94 0.84 0.88 0.92 0.95 0.98

Video on Smartphone Video On Internet TV

Drilling Down To Ethnic Segments: More Black and Hispanic Consumers Tune To Television and Video On Smartphones

Watching Traditional Television* v. YAG

Watching Video on Computer v. YAG

Video on Smartphone v. YAG

Black Hispanic

Gain/Loss Of Users P2+ 4Q14 v 4Q13

+349,000 +288,000

Asian

-55,000

+457,000 -2,123,000 -232,000

+2,616,000

+2,214,000

+848,000

Source: Nielsen Total Audience report 4Q14v yag

HH P2-11 P12-17 P18-34 P35-49 P50-64 P65+

99.7%99.5%

98.9%

98.1%

99.2%99.5% 99.5%99.6%

99.3%

98.7%

98.0%

99.0%

99.4%99.6%

Total Day TV Reach %

13/14 14/15

Source: Nielsen Npower for Total Day. Hut/PUT’s; nov’14-jan’15 v yag

Overall, TV’s Reach Is Still at 98-99% Across The Board

Multi-Screen Insights An Overview Of Digital Video’s Growth.

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