SOLVING THE VIEWING PUZZLE - RSMB · dutch are highly digitalized and quickly pick up on trends...
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SOLVING THE VIEWING PUZZLE: ASSESSING REACH OF SVOD CONTENT ON THE BIG SCREEN NATHALIE SONCK (SKO), LIESBETH NEKKERS (GfK) – ASI NOVEMBER 2016
Transcript of SOLVING THE VIEWING PUZZLE - RSMB · dutch are highly digitalized and quickly pick up on trends...
SOLVING THE VIEWING PUZZLE:
ASSESSING REACH OF SVOD CONTENT ON THE BIG
SCREEN
NATHALIE SONCK (SKO), LIESBETH NEKKERS (GfK) – ASI NOVEMBER 2016
SKO – DUTCH TV JIC
Since 2002 TV-JIC audience measurement:
Advertisers (BVA), Media Agencies (PMA), Public broadcaster (NPO) &
Sales houses of broadcasters (Screenforce)
Daily TV-ratings
Since 2016 daily online ratings
STARTING SIMPLE 2X2
TV x Broadcast moment
Online Viewing moment
KNOWING THE UNKNOWNS
TV viewing time
Total TV screen time
BUILDING BLOCKS FOR TV
LIVE
TV viewing timeTSV
DVD/HDR
TV screen other Total TV screen time
FOCUS ON YOUNGER GENERATIONS
Radio faces
strong
competition from
Spotify: 21%
reach in the
Netherlands
Twitter 25%
penetration one
of the highest
in Europe
Addicted to
Netflix since
launch Sept 2013
23% Netflix
usage
Never give up on
Teletekst. App
users spend 24
min in Dec 2015
(double Dec 2014
Quick to pick up
on Pokémon
trend: 16% has
used the app
within a month
of its release
NU.nl competing
as Sanoma‘s
news app against
global platforms:
55% reach
Insane Snapchat
use among
13 – 17 year
olds: 52%
DUTCH ARE HIGHLY DIGITALIZED AND QUICKLY PICK UP ON TRENDSSOURCE: TRENDS IN DIGITAL MEDIA (DECEMBER 2015); GFK DAM (JANUARY – JUNE 2016, 13 YEARS AND OLDER)
OVERALL TOTAL TV SCREEN USAGE STABLE…
0
50
100
150
200
250
300
in m
ins
2014 2015 2016
….NON BROADCAST VIEWING INCREASED AND NOW STABILIZING
0
2
4
6
8
10
12
14
16
18
jan-14 apr-14 jul-14 okt-14 jan-15 apr-15 jul-15 okt-15 jan-16 apr-16 jul-16
in m
ins
Week
6+ 25-34 yrs
SVOD SERVICES
SVOD
2014 12% 7%
2015 22% 15%
2016 33% 23%
12© GfK 2016 |GfK ViewScape | Global Review
Is it a world yet?
24% 23%
6% 5%
8% 11%
11% 16%
UK Netherlands Italy Germany
13%
4%
8%
6%
23%
Australia Singapore India
33% 30%
7% 11%
Mexico Brazil%
%
% of all adults who currently
use Netflix
% of all adults who currently
use another SVOD provider
Netflix had not
launched In India at
the time of fieldwork
Netflix is well
established in
some markets, but
not all, particularly
in APAC & Europe
outside UK, & NL
Source: GfK Viewscape 2016
VOD LIBRARY IS ADDED TO TV MEASUREMENT
LIVE
TSV
DVD/HDR
TV screen other (VOD library)
NETFLIX ON THE BIG SCREEN
Highest reach 25 – 34 year olds
Highest viewing time on Sundays
77% of viewing via media center
THE MORE NETFLIX, THE MORE TV
0
50
100
150
200
250
300
okt-15 nov-15 dec-15 jan-16 feb-16 mrt-16 apr-16 mei-16 jun-16
total population Netflix viewers
16© GfK 2016 |GfK ViewScape | Global ReviewSource: GfK DAM (January – June 2016, 13 years and older)
NETFLIX ON SECOND SCREENS: REACH JAN – JUNE 2016
18,4
44,4
29,1
71,3
87,3 84
Total 13 - 19 years 20 - 34 years
Netflix YouTube
SVOD TRENDS
- Increase SVOD viewing on all
screens, especially Netflix
- Viewing time SVOD on big
screen seems to be stabilizing
- Netflix viewers also love
broadcast content
- 25 – 34 year olds watch Netflix
on big screen. Teenagers on
second screen.
WHEN WILL TSV LEVEL OUT?
3,2%3,4%
4,7%
5,5%
6,5%
7,2%
2011 2012 2013 2014 2015 2016
WHAT WILL THE FUTURE BRING?
0
4
8
12
16
20
24
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35
ho
urs
of
vie
win
g p
er
we
ek
age
born in 1985 (36 yrs)
born in 2000 (16 yrs)
INTERPLAY BETWEEN CONTENT – DEVICES – CONSUMERS
CONTENT
TV content online
Online content on TV
Global SVOD-players
Targeted audience
Recommendation
engines
DEVICES
TV connected devices
Connected TV’s
Personal viewing
devices
CONSUMERS
TSV and VOD viewing
Out-of-home
Individualization
Social
TOOLS NEEDED TO MAKE THE UNKNOWN KNOWN
• Extending video database for
audio matching
• Increasing sample rate
• Fusing RPD- and TV-panel
• IP-based measurement
Data science
REPORTING PUZZLE OF TOTAL VIEWING
TV-screen Online screens Crossplatform
LIVE LIVE Broadcast contentNumber of viewersViewing timeTSV TSV
DVD/HDRTV screen other
Online onlyOnline video other
Video contentReachTime spent
THANKS FOR YOUR ATTENTION!
Senior Research Manager
www.kijkonderzoek.nl
Head of Media Measurement NL
www.gfk.com/nl
