TV Media 2016 - Greece Market Report - IN2MOBILE · TV Media 2016 - Greece Market Report |...

Ericsson ConsumerLab

Tv & Media 2016Hellenic market Report

TV Media 2016 - Greece Market Report | Commercial in confidence | GFSA-16:000362 Uen, Rev D | 2016-11-02 | (130)

Greek TV Media 2016 insights

30%of consumers interested in a

mobile subscription plan with

unlimited video streaming in

SD

© Ericsson AB | TV Media 2015 Study Presentation | 2015-12-16 | Page 2 Source: Ericsson ConsumerLab TV & Media 2015 Study

63%of all TV/video viewing hours

among teens are spent on

mobile device screens

18minutes per day average

time searching for content

Average household spending is 53 euro

EVOLUTION OF TV


0%

10%

20%

30%

40%

50%

60%

70%

80%

2010 2011 2012 2013 2014 2015 2016

I prefer on-demand over scheduled viewing

It's very important to relax in front of the TV

Internet is a natural part of my TV habits

Full TV-series seasons should be releasedat once

Accessing TV and video content is a majorreason for having a fast internet

I need all my TV/Video content when I'mabroad

My traditional TV service provider gives meall I need

It's ok to stream pirated content

I would downgrade my internet if I could notaccess pirate services

I use pirate services, when legal servicesdon't have the right content

BASE: Population aged 16-69**** watching TV/Video at least weekly and having Broadband at home in Brazil’**, Canada***, China,

Germany, Italy***, Mexico***, Russia***, South Korea**, Spain, Sweden, Taiwan, UK and US

* Trending using a 3 years moving average ¼, ½, ¼, ** included 2011-2016, ***included 2013-2016, **** Ages 16-59 covered in 2010-2012

Source: Ericsson ConsumerLab TV & Media 2010-2016

› Limited changes in many attitudes

towards media the last three

years

› Significant growth when it comes

to importance of on-demand

consumption and of internet’s role

in peoples media habits

› Since 2014 bringing TV content

abroad has grown in importance

TV-Attitudes 2010-2016

TV and media attitudes* (showing top 2 answers on 7-graded

scale) [self-reported]

“There are no country

borders in consumerland!”

TV Media 2016 - Greece Market Report | Commercial in confidence | GFSA-16:000362 Uen, Rev D | 2016-11-02 | (130)Source: Ericsson ConsumerLab TV & Media 2010-2016

BASE: Population aged 16-69** watching TV/Video at least weekly and having Broadband at home in Greece,

*Trending using a 3 years moving average ¼, ½, ¼, ** age covered 16-59 in 2011-2012

TV and Media attitudes* (Showing top 2 answers on 7-graded scale), [self-reported]

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2014 2015 2016

Internet is a natural part of my TVhabits

It's ok to stream pirated content

I need all my TV/Video content whenI'm abroad

I prefer on-demand over scheduledviewing

Full TV-series seasons should bereleased at once

I would downgrade my internet if Icould not access pirate services

My traditional TV service providergives me all I need

It's very important to relax in front ofthe TV

I use pirate services, when legalservices don't have the right content

Accessing TV and video content is amajor reason for having a fast internet

› Limited changes in many attitudes

towards media the last three

years

› Significant growth when it comes

to importance of on-demand

consumption and of internet’s role

in peoples media habits

› Since 2014 bringing TV content

abroad has grown in importance

TV-Attitudes 2014-2016


Attitudes by age

Source: Ericsson ConsumerLab TV & Media 2016 Study

The computer and the

Internet have become a

natural part of the TV

and video consumption

habits of

Millennials

70%

63%

59%

58%

50%

44%

42%

41%

38%

35%

33%

25%

22%

57%

66%

49%

71%

53%

54%

25%

31%

26%

38%

25%

20%

27%

The computer and the Internet is a natural part of my TV/videoconsumption and habits

I want to decide when to watch something rather than following a schedule

A major reason for having a fast internet connection is to download orstream videos, TV-series

Being able to relax and unwind in front of the TV is very important

I strongly prefer all episodes of a TV-series season to be released at once,so that I can binge watch them

Getting together and watching content together with others is veryimportant to me

I feel that it is ok to download movies and TV-series illegally

I feel that my total TV and video viewing time has increased as I now canuse my smartphone or tablet for TV and video viewing

If I can't find the TV and video content I want to watch, I use illegal onlineservices

When I’m traveling abroad, I need to have access to all my TV/Video content on the screen of my choice

I would most likely downgrade my internet subscription if I could notdownload or stream pirated video

For me, the mobile screen is more important than the fixed big TV

I feel that my managed TV service provider allows me to access and watchall the TV and video content I need

Millennials

35+

TV and media consumer attitudes (Showing top 2 answers on 7-graded scale),

[self-reported]

BASE: Population aged 16-69 with broadband at home who watch any type of TV/Video at least weekly in Greece

`

Viewing habits & behaviour


The daily habits of consumers


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2014 2015 2016

Scheduled broadcast TV

Streamed on demand video

( YouTube, Short video, movies, programs, TV-series)

Recorded broadcast TV

Percentage of people watching different media types at least once per day*

[Self-reported]

Base: Population aged 16-69** watching TV/Video at least weekly and having Broadband at home in Greece

* Trending using a 3 years moving average ¼, ½, ¼, ** age covered 16-59 in 2010-2012

› Scheduled TV’s share of total

viewing time has stagnated. This is

due to a steady rise in the

consumption of streamed on-

demand long-form content and

short video clips

› Recording broadcast TV is still in

low 14% affected by streaming

69%

60%

14%


14%

11%

7%

5%

3%

7%

1%

5%

2%

6%

5%2%

1%

8%

3%

11%

3%

2%

3%

Movies according to a fixed TV schedule TV-series according to a fixed TV schedule

TV programs according to a fixed TV schedule Live Sports

Live Events Live News

Streamed, Live UGC Streamed, Live events, sports

Live E-sport Streamed, On-Demand Movies

Streamed, On-Demand TV Series Streamed, On-demand other TV programs

On-demand E-sport Streamed, on-demand UGC

Recorded Movies, TV series and other TV programs Downloaded Movies, TV series and other TV programs

Watch DVD/VHS/Blu-ray, etc. On-demand instruction videos

Others

Linear vs. on-demand viewing habits


BASEBASE: Population aged 16-69 with broadband at home who watch any type of TV/Video at least weekly in Greece

54%

Live/linear

On demand 42%

Average number of hours active

viewing TV/Video per week 2016 in

Greece (For different kinds of content)

In 2015, On demand, including streamed and recorded on demand

and time shifted video made up 35% of the total viewing

Today 42% of all active viewing is on-demand!

Consumers spend the most time watching streamed on-demand

TV series and UGC content, followed by streamed on demand

Movies and downloaded TV and video content

Live and Linear TV and video viewing is fueled by TV series,

movies as well as with other TV programs. Live sports make up

5% of the total weekly active viewing time

~34hours per

week


Millennials vs. 35+ - Content viewing habits


Average number of hours active viewing TV/Video per week 2016 (for different kinds of content)

– Millennials vs. 35+

BASEBASE: Population aged 16-69 with broadband at home who watch any type of TV/Video at least weekly in Greece

10%

9%

6%

4%

3%

4%

2%

5%

2%

7%8%

2%1%

11%

2%

15%

4%

2%4%

Movies according to a fixed TV schedule

TV-series according to a fixed TV schedule

TV programs according to a fixed TV schedule

Live Sports

Live Events

Live News

Streamed, Live UGC

Streamed, Live events, sports

Live E-sport

Streamed, On-Demand Movies

Streamed, On-Demand TV Series

Streamed, On-demand other TV programs

On-demand E-sport

Streamed, on-demand UGC

Recorded Movies, TV series and other TV programs

Downloaded Movies, TV series and other TV programs

Watch DVD/VHS/Blu-ray, etc.

On-demand instruction videos

Others

17%

13%

8%

7%

3%9%

1%

5%

1%

4%

3%

2%

1%

6%

3%

9%

3%2% 2%

Millennials 35+

44%

Live/linear

On Demand

52%

65%

Live/linear

On Demand

33%


Frequency of accessing different on-demand TV & video services


53%

11%

10%

9%

8%

7%

5%

5%

4%

4%

1%

1%

1%

1%

50%

7%

8%

9%

8%

7%

3%

2%

4%

2%

,27%

1%

,09%

,35%

YouTube

Pirate file sharing

ANT1 Web TV

Pirate streaming

ALPHA Web TV

MEGA Web TV

SKAI Web TV

OTE TV ondemand

NOVA TV ondemand

Star Web TV

Apple iTunes

Netwix

Samsung Seenow

iloveTV

Daily 2016

Daily 2015


Percentage of consumers that use each service on a daily basis,

[Self-reported]

Percentage of consumers that use each service on a weekly basis,

[Self-reported]

86%

26%

20%

20%

19%

18%

13%

10%

8%

8%

4%

3%

1%

1%

81%

28%

16%

25%

24%

15%

10%

9%

9%

5%

4%

1%

1%

1%

YouTube

ANT1 Web TV

Pirate file sharing

ALPHA Web TV

MEGA Web TV

Pirate streaming

SKAI Web TV

Star Web TV

NOVA TV ondemand

OTE TV ondemand

Netwix

Apple iTunes

iloveTV

Samsung Seenow

Weekly 2016

Weekly 2015


Downloaded content and streamed on-demand UGC drive the viewing for Millennials


4,6

3,9

3,7

2,8

2,3

2,2

1,9

1,8

1,8

1,7

1,2

1,1

1,0

1,0

0,8

0,7

0,5

0,5

0,4


Downloaded Movies, TV series and other TVprograms




Live News



Live Sports


Others


Live Events

Recorded Movies, TV series and other TVprograms

On-Demand Educational/Instructional Videos


Live E-sport

Streamed, Live UGC

On-demand E-sport

Average weekly hours actively watching TV and video content

[Self-reported]


Average weekly hours actively watching TV and video content, age split

[Self-reported]

4,9

3,6

3,3

3,2

2,6

2,3

2,0

1,7

1,5

1,3

1,2

1,2

0,9

0,8

0,8

0,8

0,7

0,6

0,4

2,9

2,1

5,8

4,3

1,0

1,4

2,6

1,7

0,8

0,9

2,3

3,1

1,1

0,5

0,7

1,2

0,3

0,3

0,4

Downloaded Movies, TV series and other TV programs








Others


Live Sports

Live News

Live Events


On-Demand Educational/Instructional Videos

Recorded Movies, TV series and other TV programs

Live E-sport

Streamed, Live UGC

On-demand E-sport

Millennials

35+


Bingeing is a weekly affair


27%

37%

11%

17%

8%

75%

Daily

Weekly

Monthly

Less often

Never

I don't know

16-19, 86% 20-24, 86% 25-34, 82%

35-44, 71% 45-59, 66% 60-69, 55%

26%

48%

12%

12%

2% 0%

31%

44%

11%

9%

4% 0%

29%

40%

13%

13%

5% 1%

21%

38%12%

21%

9%

0%

25%

32%9%

21%

11%

1%

33%

18%

4%

24%

20%

0%


Percentage of consumers that watch two or more episodes of the

same show [Self-reported]Percentage of consumers, split on age, that watch two or more episodes

of the same show on a weekly basis [Self-reported]: Greece


Weekly viewing habits2014-2016

24%

45%

17% 19%

70%

10%

20%

6%

84%

68%

38%34%

50%

21%25%

84%

24% 25%

13%

40%

95%

69%

2014 2015 2016


Percentage of consumers that on a weekly basis watch any type of TV/video content in different situations,

comparison across years [Self-reported]

BASE: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home in Greece

In bed before

getting up

At home during

the morning

While

commuting

At workplace

or school

At home

during the day

Out and about

in the city

Sitting at

e.g. a café

At

events

At friends’ or

relatives’ homes

At home during

the evening

In bed before

falling asleep


Weekly viewing habits


16-19 20-24 25-34

35-44 45-59 60-69

43%

62%

29%36%

95%

31%24%

10%

45%

95%

76%

41%

55%

6%14%

80%

16%

24%

14%

31%

98%

63%

In bed before

getting up

At home during

the morning

While

commuting

At workplace

or school

At home

during the day

Out and about

in the city

Sitting at

e.g. a café

At

events

At friends’ or

relatives’ homes

At home during

the evening

In bed before

falling asleep

Percentage of consumers that on a weekly basis watch any type of TV/video content in different situations,

comparison across age groups [Self-reported]


CONTENT DISCOVERY


Searching for

content is 16% of

time spent

on Broadcast TV

Searching for

content is

32% of

time spent

on VoD

time searching for content do not differ much between Vod and broadcast

94

38

56 54

35 33 34 32 30

18

18

25 26

17 18 14 15 14

Sch

edu

led

Bro

adcast T

V

VO

D-u

sa

ge

overa

ll

NO

VA

TV

on

de

man

d

OT

E T

V o

nde

man

d

AN

T W

eb T

V

Sta

r W

eb T

V

ALP

HA

Web

TV

SK

AI W

eb T

V

ME

GA

We

b T

V

Daily minutes watching content Daily minutes searching for content

Average minutes per day spent searching for content before starting to watch

something and total average viewing time per service (among user per service)

[Self-reported]

BASE: Population aged 16-69 with broadband at home who watch any type of

TV/Video at least weekly and do use respective service in Greece



Recommendation features of interest


39%

37%

36%

35%

34%

27%

27%

26%

25%

23%

22%

21%

21%

16%

15%

Trailers

Most bought/watched

User ratings

A list of latest releases and new content that has beenadded to the service

Recommendations from friends and family

Others who watched this also watched

Personalized recommendations based on your viewinghabits

Content recommendations based on cast and director

Generic recommendations about what to watch

Mood based recommendations

Social Media recommendations

Recommendations based on general internet habits

Recommendations from professional critics about whatto watch

Location based recommendations

Dedicated Forums / Official Fan boards

Percentage of consumers that find the following features very interesting

[self-reported]


Percentage of consumers that find the following features very interesting,

Millennials vs. those aged 35+ [self-reported]

44%

34%

36%

35%

36%

28%

28%

25%

25%

22%

23%

20%

23%

14%

16%

35%

40%

36%

36%

32%

27%

26%

27%

25%

24%

21%

23%

19%

18%

14%

Trailers

Most bought/watched

User ratings

A list of latest releases and new content that has beenadded to the service

Recommendations from friends and family

Others who watched this also watched

Personalized recommendations based on your viewinghabits

Content recommendations based on cast and director

Generic recommendations about what to watch

Mood based recommendations

Social Media recommendations

Recommendations based on general internet habits

Recommendations from professional critics about whatto watch

Location based recommendations

Dedicated Forums / Official Fan boards

Millennials

35+


millennials seem to be more open regarding personalized advertising


Do not feel comfortable

25%

Feel very comfortable

27%

GLOBAL AVERAGE

36%

32%

39%

17%

17%

16%

Overall Greece

Millennials (16-34)

Older (35-69)

Do not feel comfortable

Feel very comfortable

Percentage of consumers that trusting their TV/video service provider with their viewing history and

personal information in order to receive more relevant ads (showing top 2 alternatives), [self-reported]


Mobile viewing & devices


Mobile device viewing differ with Age

Source: Ericsson ConsumerLab TV & Media 2010-2016 Study

~63% of all TV/video viewing hours among teens are spent on a mobile device screens

0%

25%

50%

75%

100%

16 - 19 20 - 24 25 - 34 35 - 44 45 - 59 60-69

TV screen Desktop screen Other screen

Laptop screen Smartphone screen Tablet screen

0%

25%

50%

75%

100%

Working Homemaker Student Other

TV screen Desktop screenOther screen Laptop screenSmartphone screen Tablet screen

Self-reported share of total weekly TV/video viewing time by age

group, done on respective device*Self-reported share of total weekly TV/video viewing time by

occupation, done on respective device




0%

25%

50%

75%

100%

2014 2015 2016

TV-Screen Desktop Screen Other Screen

Laptop Screen Smartphone Screen Tablet Screen

Increase in viewing on Smartphones for all


Self-reported share of total weekly TV/video viewing time by Millennials,

done on respective device*

Self-reported share of total weekly TV/video viewing time by 35+People, done on respective device*



0%

25%

50%

75%

100%

2014 2015 2016

TV-Screen Desktop Screen Other Screen

Laptop Screen Smartphone Screen Tablet Screen

Current SERVICE EXPERIENCE


On-demand beatstraditional broadcast



49%

48%

47%

46%

45%

44%

43%

41%

39%

35%

34%

34%

39%

27%

30%

46%

35%

19%

27%

22%

22%

29%

Available content

User Experience

Mobility

Content Discovery

Video quality

Initial Set-up/installation

International Access

The price

Personalization

Pricing Plans

Customer Services

On-Demand Services

Broadcast TV Services

Percentage of consumers who are satisfied with different features

- Broadcast TV vs. On-Demand TV (top 3 alt. in a 11-point scale), [self-reported]› On – Demand scores higher in:

– Available Content

– User Experience

– Mobility

– Content Discovery

– International access

– Peronilization

› Video quality seem to be in par


Features that drive the adoption of new paid TV/video services


73%

70%

66%

65%

63%

62%

60%

60%

56%

56%

54%

53%

51%

40%

Video quality

The price

No binding times

Customer Services

Free trial

User Experience

Available content

Personalization

Pricing Plans

Content Discovery

Mobility


Mobile Streaming experience



Percentage of consumers that find the features important when

choosing a Pay-service (top 2 alt. in a 7-point scale),

[self-reported]

Percentage of consumers that find the features important when

choosing a Pay-service, by age (top 2 alt. in a 7-point scale),

[self-reported]

71%

68%

62%

59%

58%

57%

57%

55%

54%

52%

49%

48%

48%

41%

74%

72%

71%

70%

69%

63%

67%

65%

57%

60%

58%

53%

58%

40%

Video quality

The price

No binding times

Customer Services

Free trial

Available content

User Experience

Personalization

Pricing Plans

Content Discovery

Mobility

Mobile Streaming experience



Millennials

35+

Improvement of experience


Un-limit my stream


19%

5%

7%

22%

17%

12%

18%

1 Not interested at all

2

3

4

5

6

7 Very interested

30%

The possibility of having unlimited consumption

of data for streaming purposes is tempting to

many consumers, as it would decrease their

fears of running out of data after streaming TV

and video content.

30% of consumers in Greece are interested in

such a service.


Percentage of consumers interested in a mobile subscription plan

including unlimited video streaming in standard definition

[self-reported]


Importance of TV related Factors 2014-2016

5,6 5,6 5,6

6,0 5,8

5,7

5,4 5,3 5,3 5,3 5,2 5,1

5,3 5,1

5,0

5,4

5,2 5,0

6,0 5,8

5,7

4,6 4,5 4,5

5,7 5,6

5,5

2014 2015 2016

Free from ads/commercials

HD quality

4K / UHD quality

À la carte TV-/video package

My TV-/Video content anywhere

Time shift/On demand

Subtitles

Interactive TV

Theatrical releases directly to my TV

“Subtitles” has remained an important factor over the years, with the importance of other factors being stagnant

with marginal decline

Source: Ericsson ConsumerLab TV & Media 2016

Average score, on a 7-graded scale, showing how important each TV Media feature is* [self-reported]


* Trending using a 3 years moving average ¼, ½, ¼, ** age covered 16-5\


10%

15%

20%

25%

30%

35%

40%

45%

50%

2014 2015 2016

Free from ads/commercials

HD quality

4K / UHD quality

À la carte TV-/video package

My TV-/Video content anywhere

Time shift/On demand

Subtitles

Interactive TV

Theatrical releases directly to my TV

Willingness to pay extra for TV related factors 2014-2016

Willingness of consumers to pay for “Free from ads/commercials” has increased significantly since 2014

Source: Ericsson ConsumerLab TV & Media 2016

Average percentage of consumers that are willing to pay extra for each TV Media feature* [self-reported]


* Trending using a 3 years moving average ¼, ½, ¼, **

Show me the money

Monthly Household Spending

BASE: Population aged 16-69 with broadband

at home who watch any type of TV/Video at

least weekly in Greece

Source: Ericsson ConsumerLab TV & Media

2016 Study

14

4

124

19

Linear TV VOD-servicesCinema/Movie Theater Physical mediaFixed Internet

53

EUR

0

25

50

75

100

125

150

0 10 20 30 40 50 60 70 80 90 100

Euro

% of HH

Average spend is 53 Euro, but around 21% of the households spend more than 75 Euro/month


Rapid change of Consumers’ Managed TV spending

Source: Ericsson ConsumerLab TV & Media 2015 & 2016 Study

4%

4%

48%

22%

10%

12%

16%

22%

17%

30%

6%

10%

2014

2016

Cord Cutters over a year ago Cord Cutters (past 12 months) Cord Shavers (past 12 months)

Cord Nevers Corders (No Change past 12 months) Corders (Increased past 12 months)

Self-reported changes in household spending in

Greece on managed TV

BASE: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home in Greece


Greece on managed TV, Millennials


Greece on managed TV, Aged 35+

5%

6%

46%

22%

8%

8%

20%

25%

16%

28%

7%

11%

3%

3%

51%

22%

12%

15%

11%

19%

18%

32%

5%

10%

TV Media 2016 - Greece Market Report - IN2MOBILE · TV Media 2016 - Greece Market Report |...

Documents

Transcript of TV Media 2016 - Greece Market Report - IN2MOBILE · TV Media 2016 - Greece Market Report |...