The State of Video Entertainment in the U.S.
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CONFIDENTIAL AND PROPRIETARY © 2013 by Frank N. Magid Associates, Inc. Any duplication, reproduction or usage of this document or any portion thereof without the written consent of the firm is prohibited. The State of Video Entertainment in the U.S.
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Transcript of The State of Video Entertainment in the U.S.
CONFIDENTIAL AND PROPRIETARY © 2013 by Frank N. Magid Associates, Inc. Any duplication, reproduction or usage of this document or any portion thereof without the written consent of the firm is prohibited.
The State of Video Entertainment in the U.S.
2
Who We Are: Frank N. Magid Associates, Inc. is a leading research-based consulting firm with expertise in media, communications and entertainment.
Fifty Years and Counting: Since our first engagement with a local television station 50 years ago, we have been at the forefront of innovation in the media, entertainment and communications industries.
Coverage of Multiple Media Platforms: We boast robust practices across all media platforms including print, broadcast and cable television, the Web, gaming and wireless.
Exceptionally Qualified Team: Our team possesses PhDs and Master’s degrees in statistics, marketing, media, engineering, journalism, anthropology, sociology, strategic communications and business, including analysts with advanced capabilities in qualitative and quantitative research methodologies.
Experienced Strategic Consultants: Our strategic consultants include past operators in the print, television, Web, gaming and mobile industries.
Global Coverage: Our team of 150 professionals operates out of offices in Minneapolis, New York, Los Angeles, San Francisco, Chicago, Atlanta, Dallas and Cedar Rapids. Magid’s global network of partners extends across 44 countries to support our portfolio of international clients.
Magid Pedigree
3
Magid is renowned for its work in the media and entertainment industry, with both traditional and emerging players. We help develop and launch new products and services and work with clients to re-imagine their businesses, furthering content, marketing, distribution, advertising sales, programming, promotion, and branding efforts.
Internet Games Print Media Mobile Cable MSOs TV & Cable Networks
About Magid
4
Magid’s 2016 Video Entertainment Study
• Frank N. Magid Associates conducted an online quantitative survey with 1,600 U.S. online consumers ages 8 and older
• The study was conducted March 4 - 14, 2016• Topics include TV related device ownership, use and future
adoption, current and future use of paid content sources for TV shows and movies and attitudes regarding specific brands.
5
Home and Mobile Video
6
75%
17%9%
3%
69%
25%
11% 7%
79%
42%
13% 13%
201320152016
The Rise of Smart TVs
Q.1 How many working TV sets do you have in your home? Q.12 Which of the following best describes devices you have built-in or connected to any TV set in your home, or devices that you plan to acquire?
HDTV Smart TV 3D TV 4K TV
7Q.2 Which company provides your television service?
Pay TV Subscriptions Remain Steady
Total Pay TV Cable Satellite Telco TV No pay TV
87%
49%
29%15% 13%
89%
47%
25% 21%11%
89%
44%
25% 24%11%
2013 2015 2016
4% pay for services from multiple providers
Currently pay for each service(Based on total mention)
8Q.31 How likely are you to cancel your television service from [pipe: Q4] in the next six months?
1 - Not at all likely
2
3
4
5 - Extremely likely
47%
16%
19%
10%
7%
47%
17%
18%
10%
7%
2015, N=1,216
Cord Cutting Is A Reality For A Small Set of Pay TV Subscribers; Millennials Most Likely
Of these, 4 in 10 plan to go without pay TV at all after canceling, equivalent to 14% of all households.
Among those who have pay TV and use streaming devices, this proportion reaches 18%.
Likelihood To Cancel Current Pay TV Service In Next Six Months
(Based on current subscribers) 56% of potential cord cutters cite OTT as a reason to cut the cord.
9
Connected TV: Streaming Video To Your TV
Q.20.1 Which of the following do you connect to a TV in order to watch TV shows and movies streaming from the Internet on a TV screen? Select all that apply.
None of these
TiVo
A computer connected to the TV
A Blu-ray disc player
A smart TV
Internet streaming device
A video game console
41%
4%
22%
18%
16%
20%
30%
26%
3%
17%
22%
26%
31%
33%
20162015
Methods Used For Streaming Video To A TV
74%
Connect a TV to the Internet for streaming - up from 59%
in 2015
10
Millennial And Plural Generations Streaming Content To Digital Devices. Your Smartphone Is A TV
Q.12.3 Considering all of the following sources you may use to view any type of video content, in a typical week, what percentage of all your video viewing is done using each of the following?
31%
14%10% 10% 8% 11% 10%
6%
29%
13% 11% 12% 9% 12% 10%4%
39%
17%10% 10% 8% 6% 7% 3%
55%
15%8% 5% 8%
4% 3% 2%
Plurals Millennials Xers Boomers
Proportion of Video Viewing Time Spent With Each Platform(Based on total mention)
11
Almost 50% Of Mobile Owners/Users Are Watching Video At Least Once A Day On A Smartphone; Skew 18-34, Slightly More Male, And More DiverseHow often do you watch video on the following devices?
(Among Total, daily+ shown)
Magid Mobile Study - 2016: Total N=2500. Q110: How often do you watch video?
Smartphone Computer Tablet Connected/Smart TV
Console
46%
39%
30%
18%
13%
12
Netflix Is The Dominant TV Show/Movie Source Overall YouTube Is Not Just About Short-form/UGC
Q.15.4 From which of the following free streaming services do you EVER watch full-length TV shows or movies from the Internet, on any screen (television, computer, or tablet screen)? Select all that apply.
None of these
Vessel
Torrent site
Showtime Anytime
TBS.com
CNN.com or CNN video apps
WatchESPN
Fox.com
Google Play
Crackle
ABC.com
YouTube
32%2%1%3%4%4%5%6%6%7%8%8%8%9%10%11%11%12%13%15%
19%20%
40%
Paid Sources Ever Used For TV Show Or Movie Streaming
None of these
Seeso
Noggin
XFINITY Streampix
Crunchyroll
CinemaNow
CBS All Access
Apple TV
Hulu Plus
Netflix
25%1%2%2%3%3%4%4%5%5%5%5%6%7%9%
16%20%
34%58%
Free Sources Ever Used For TV Show Or Movie Streaming
The TV show and movie industries have convinced consumers that the best way to enjoy long-form content online is through a paid subscription, the only content category to successfully
do so.
13Q.12.6 How often do you think you will de each of the following six months form now, compared to how much you do this now?
Binge Viewing – The New Video Viewing Standard
Watch SVOD original series
Stream TV shows and movies over the Internet
when I am traveling
Purchase digital versions of movies that I own "in the
cloud"
Watch Live
5%
4%
6%
9%
9%
12%
4%
5%
6%
8%
9%
9%
10%
9%
43%
51%
51%
49%
52%
49%
61%
31%
26%
24%
21%
19%
19%
16%
16%
13%
11%
11%
11%
9%
10%
Much less often than I'm using now Somewhat less The same amount Somewhat moreMuch more often than I'm using now
Momentum Of Watching Video By Viewing Type(among those who watch in each of the following ways)
% of respondents watch this
way79%
85%
68%
61%
62%
57%
95%
Momentum
30%
24%
15%
9%
8%
3%
12%
14
Half Of Consumers Would Subscribe To At Least One Network Branded SVOD ServiceFew would drop existing SVOD subscriptions
Q.48 Regardless of the monthly subscription price, to which of the following video streaming services would you be interested in subscribing? Q.49 Now please assume that the monthly subscription for each network streaming service is $4.99 per month. To which of the following network streaming services that interest you are you likely to subscribe? Q.50 Please select the responses that best reflect the steps you would take in order to afford a subscription to a network streaming service?
None of thesetruTVTCM
ABC FreeformThe CW
F/XTBS
Cartoon NetworkDisney
Comedy CentralSyfyTNT
ESPNDiscovery
NBCFoxCBSABC
47%5%6%
6%7%6%
10%11%10%11%9%
15%13%
10%12%13%14%
34%11%12%12%14%15%16%16%18%18%19%20%22%22%23%24%27%28%
Interested Without Price PointInterested If It's $4.99/month
Interest In Video Streaming Sources
None of these
Cancel my DVR service
Cancel another streaming service subscription
Cancel a premium channel
Cancel my pay TV service
Cut back on something else not mentioned here
Would not change any of my other subscriptions
10%
9%
10%
15%
21%
26%
36%
What Steps Would You Take To Afford This?(among those interested in one or more of the services
to the left)
15Q.71 In which of the following ways do you prefer watching TV shows, and movies streaming from the Internet on each of the following screens?
Majority of Streamers Now Prefer Paid Model For TV/Movie Viewing
2016
2015
2013
44%
45%
50%
40%
37%
32%
16%
18%
19%
For free, with 15- to 30-second commercials integrated into the contentFor a monthly subscription fee, without commercials integrated into the content
Ways In Which TV Show And Movie Streamers Prefer To “Pay” For Long-Form Content On A Connected TV(Based on those who watch TV Shows or Movies from the Internet)
16Q.71 In which of the following ways do you prefer watching TV shows, and movies streaming from the Internet on each of the following screens?
On a tablet screen
On a smartphone or iPod Touch
On a laptop or computer screen
Streaming on a Connected TV
61%
60%
56%
52%
27%
26%
30%
34%
12%
14%
14%
14%
Millennials Most Likely To Pay For Long Form ContentOn Any Screen
On a tablet screen
On a smartphone or iPod Touch
On a laptop or computer screen
Streaming on a Connected TV
51%
51%
48%
39%
33%
34%
36%
44%
16%
16%
16%
17%
For free, with 15- to 30-second commercials integrated into the contentFor a monthly subscription fee, without commercials integrated into the contentFor a fee for each video, program, or movie I watch, without commercials integrated into the content
Ways In Which TV Show And Movie Streamers Prefer To “Pay” For Long-Form Content(Based on those who watch TV Shows and Movies from the Internet, N=912 and N=857)
On a laptop or computer screen
On a smartphone or iPod Touch
On a tablet screen
Streaming on a Connected TV
56%
53%
52%
43%
31%
31%
31%
41%
14%
16%
17%
16%
Millennials, N=474
Xers, N=226
Boomers, N=258
17
YouTube
Netflix Instant Streaming online
Snapchat
Periscope
85%
63%
45%
38%
28%
27%
8%
Majority Of Those That Watch Mobile Video Are Watching On YouTube or Facebook
Which of the following sources do you ever use to watch video on your smartphone?
YouTube
Netflix Instant Streaming online
Snapchat
Periscope
85%
62%
57%
34%
28%
21%
8%
Which of the following sources do you ever use to watch video on your tablet?
Magid Mobile Study - 2016: Tablet video viewers Total N=1279; Smartphone video viewers Total N=1358. Q11.2A: Which of the following sources do you ever use to watch video on your tablet? Select all that apply. Q30.4: Which of the following sources do you ever use to watch video on your smartphone? Select all that apply.
*Netflix included for comparison as top SVOD
18
Facebook Messenger
Snapchat
Google Hangouts
Vine
Kik
59%
26%
18%
17%
10%
10%
Smartphone Owners/Users
Video-Based Messaging Services - Especially Snapchat - Have Become A Major Social Platform
Which of the following messaging services or apps do you currently use?
Smartphone owners/users Total N=2307; GoPro Owners/Users N=425; Potential Subscribers N=277. Q38A: Which of the following messaging services or apps do you currently use? Select all that apply.
19
Virtual Reality
20Q.80 How familiar are you with the concept of virtual reality (VR)? Q.81 Are you aware of at-home virtual reality technology?
Among All Consumers, A Third Have Heard of VR But Only One Quarter Are Familiar
11%
16%
22%
15%
35%
5-Very familiar4321-Not at all familiar
Familiarity with Virtual Reality (VR)Asked of total sample, N=1,600
38%
47%
15%
YesNo
Are you aware of at-home virtual reality technology?
Asked of total sample, N=1,600
VR is the domain of MillennialsProportion who are 20 – 39:Aware of VR – 40%Familiar with VR – 47%Very familiar with VR – 49%
21
34%
16%
21%
15%
14%1-Not at all in-ter-ested
2
3
4
5-Very in-terested
Movies And TV Shows Generate The Highest Interest Among Both Interested and UninterestedTravel Is Strong Non-Traditional Category Beating Games Among Total Pop
Q.84 How interested are you in at-home virtual reality experiences? Q.85 What kind of content would you be interested in experiencing through virtual reality? Select all that apply. Q.86 Virtual reality viewing can feature many types of genres and experiences. Knowing that the following virtual reality viewing experiences will be available, which ones might make you interested in trying virtual reality? Select all that apply.
Interest In at-home VR Experiences
Asked of total sample, N=1,600
VR Content That Would Be InterestingBased on those at least somewhat
interested, 3 – 5N=800
OtherOffice work
Event replaysShort-form video clips
Training for jobs/other activitiesEmail
Vehicular/Adventure SimulationsBoard games
Social NetworkingVideo calls
Smartphone/tablet gamesLive events
Console/PC gamesMusic videos
SportsVirtual travel
TV ShowsMovies
2%10%14%15%
19%19%22%23%25%28%
32%31%34%35%
32%37%
43%56%
50% are at least somewhat interested
50% are at not interested
22
6 months 12 months 2 years
8 – 19 years old
20 – 39 years old
40 – 51 years old
51 – 70 years old
70+ years old
Nearly 4 In 10 Under 40 Expect To Acquire VR Headsets In The Next 2 Years
Q.89 How likely are you to buy a new virtual reality headset for use with your mobile device. Please select the response that best fits.
Overall about 25% of homes could have these devices by the end of 2017
0 25% 50% 75%
39%
28%
16%
6%
37%
23
Action-Cameras
23
24
Among Those Aware Of Action Cameras, Most Have Watched Video Created On Them As Well = Huge Market Of Viewers
Have you ever watched video created on an action-camera? Have you ever watched video created on a GoPro?
Magid Mobile Study - 2016: Among those that have heard of or are unsure if they have heard of action-cameras – N=1987. Q54.1: Have you ever watched video created on an action-camera? Q54.1A: Have you ever watched video created on a GoPro?
Yes No Not sure
62%
26%
12%
61%
26%
13%
Watched video from action-cameraWatched video from a GoPro 75% of American Consumers
Have Heard of Action-Cameras
25
GoPro
Sony
Nikon
Panasonic
Garmin
17%
14%
14%
11%
11%
GoPro Most Owned/Used Action-Camera Device Brand Among Respondents
Do you personally own or use any action-camera devices from the following brands?
Magid Mobile Study - 2016: Total N=2500. Q54..2: Do you personally own or use any action-camera devices from the following brands?
26
Esports
26
27
F35-64
F18-34
F8-17
M35-64
M18-34
M8-17
35-64
18-34
8-17
Female
Male
53%
31%
17%
51%
31%
18%
52%
31%
17%
50%
50%
51%
40%
9%
24%
61%
15%
31%
55%
14%
27%
73%
eSports viewersTotal Mention
18% Of Gamers Have Watched eSports In The Last 12 Months
Magid Media Futures 2015: Base: Gamers N=1667; Total mention N=2,400; eSports Viewers N=294; 127.2 Text displayed above; QC. How old are you? QH Which of the following best describes your racial background?
Age Breakout
CaucasianHispanic
/Latino
AfricanAmerica
nAsian Avg. HH Income:
>$75,000
Total Mention
63% 17% 13% 5% 33%
eSports viewers
58% 21% 9% 10% 49%
18%
79%
YesNoNot sure
“In the past 12 months, have you watched any eSports programming online or attended any eSports events? eSports is the name for competitive gaming. This could include organized competitions in the forms of leagues and tournaments for real-time strategy, massively-multiplayer online or fighting games to name a few.”(Among all gamers)
Up from 2014: 12%2013: 9%China 2013: 42%
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