GfK Briefing to BASE SVOD Content Consumption Tracking March 17th 2016 GfK 2015 1
Typically, 72% of the population watches something live or as scheduled on the average day 72% Source: BARB Daily reach, Live TV, All channels, 18yrs+, Q4, 2015 GfK 2015 2
A third of us will also watch something timeshifted/ recorded or from some catch up options on their TV set (eg via Sky/Virgin set top box) 33% Source: BARB Daily reach, Any timeshifted TV, All channels, 18yrs+, Q4, 2015 GfK 2015 3
And 14% will watch something using an OTT SVOD service on the average day 14% Source: GfK SVOD Content Consumption Tracker, Active Users, All SVOD services, UK, Q4, 2015, Average day GfK 2015 4
Our viewing behaviours have changed There is so much choice we can t remember what s on, when and on what channel We ve the choice of live/scheduled programmes and a multitude of options on demand We don t even have to watch on the TV set any longer GfK 2015 5
The media industry is experiencing a revolution TV audience figures are declining, and the sharpest drop is amongst consumers aged between 4-15 and 16-34. It doesn't mean, though, that video is dying. In fact, online video is growing: digital viewing already represents 10 per cent of total TV viewing in the UK and that is thanks to young consumers: "Everyone is migrating from live TV in some degree: video subscriptions has reached almost 5 million in the UK, with the dominance of Netflix". Douglas McCabe, CEO, Enders Analysis 6 GfK 2015 6
What does this mean for TV broadcasters, producers, platforms and distributors? GfK 2015 7
This presents a number of fundamental questions What is the impact of new OTT subscription video-on-demand services? Why do users sign up? What are viewers watching and how? Is this viewing cannibalising or adding to traditional TV viewing? How are audiences using these services? How are these services impacting traditional business models? a major milestone in the evolution of video and home entertainment #NetflixEverywhere is as bold as it gets Tony Gunarsson, Ovum GfK 2015 8
GfK s SVOD content consumption tracking study aims to answer some of these questions A continuous measure of audience consumption on SVOD platforms in the UK and USA To track what audiences are watching at title level To provide additional measures of audience reaction, customer satisfaction and loyalty To plug the gap in understanding new ways in which audiences are consuming content GfK 2015 9
SVOD services in the UK have moved from niche to mainstream Source: SVOD Universe Profiling for OTT Services 2015: 2015 online population UK total (1,000), 16-34 (283); 2014 online population GfK 2015 10
Netflix leads the way in the number of continuous users GfK Source: 2015 SVOD Universe Profiling for OTT Services 2015: 2015 online population UK total (1,000), 16-34 (283); 2014 online population 11
Access to more than one service is not uncommon Source: SVOD Universe Profiling for OTT Services 2015: 2015 online population UK total (1,000), 16-34 (283); 2014 online population GfK 2015 12
Measuring audience consumption is not a simple process! Recruitment Survey Platform validation Profiling questions Universe profiling Daily diary surveys End of week Survey data Coding Programme/Platform Codeframe Hierarchical dataset GfK 2015 13
And this produces a big, hierarchical dataset In the first 8 months in the UK. 8,124 56,868 43,139 3,142,728 respondents Diaries completed Programme assets Total minutes viewed GfK 2015 14
Which also delivers some simple numbers In the first 8 months. 8,124 56,868 43,139 3,142,728 respondents Diaries completed Programme assets Total minutes viewed 6:26 Average weekly viewing per respondent GfK 2015 15
What attracts people to SVOD services? Each service has a different selling point though access to content is important for all To access back catalogue of TV programmes To obtain free shipping To access catalogue of new movie releases To watch original series made by provider To access back catalogue of movies Access provided via 3rd party To access back catalogue of movies To access back catalogue of TV programmes Cheaper than Pay TV subscription Question: EW1b Main reason for signing up/using service Base: SVOD users Netflix (2,454), Amazon Prime (1,336), NOW TV (619) GfK 2015 16
How active are users? Proportion of Active Users (i.e. those who use the service at least once a week) 81% 63% 64% Average time spent viewing service content (per week) 6:15hrs 5:20hrs 5:25hrs Average number of streams (per week) 7.5 6.1 6.1 Question: RS2 SVOD services used, D1 Whether any SVOD service used, D4a SVOD service used; Programme stream information attributed from programme viewing Base: SVOD users Total Market (3,259), Netflix (2,454), Amazon Prime (1,336), NOW TV (619) (Q3 figures shown in brackets) GfK 2015 17
If Netflix was a channel, how big would it be? In Quarter 4, 2015 Weekly reach of the UK online population 19% 29% 18% Average minutes watched per week 6:15 1:39 1:34 Source: GfK SVOD Tracker, Q4 2015: BARB Weekly reach amongst online adults aged 18yrs+, Q4, 2015 GfK 2015 18
What do they view? % of minutes viewed 2% 2% 3% 29% 35% 41% 69% 63% 56% TV other Movies TV series Base: Viewing events Total market (12,185), Netflix (7,940), Amazon Prime (2,827), NOW TV (1,418) (Q3 figures shown in brackets) GfK 2015 19
Top 20 Titles UK All services January 2016 Title Rights Holder Service Unique Viewers (% of active user respondent base) % of Total Streams Overall Content Rating Making a Murderer Netflix 6% 2.9% 9.1 Jessica Jones Netflix 5% 2.6% 9.0 Breaking Bad Sony 4% 2.2% 9.0 Orange is the New Black Netflix 4% 2.1% 8.7 The Man in the High Castle Amazon 5% 2.0% 8.3 Prison Break Fox 2% 1.5% 9.0 Sons of Anarchy Fox 2% 1.4% 8.8 House of Cards (US) Netflix 3% 1.3% 9.2 Marvel's Daredevil Netflix 2% 1.2% 8.6 Luther BBC Worldwide 2% 1.2% 9.1 24 Fox 2% 1.2% 8.9 How I Met Your Mother Fox 1% 1.1% 8.9 Pretty Little Liars Warner Bros 3% 1.1% 9.0 Once Upon a Time ABC Studios 2% 1.1% 9.1 Narcos Netflix 3% 1.1% 8.7 Buffy the Vampire Slayer Fox 1% 1.0% 8.5 The Walking Dead Fox 2% 0.9% 8.7 The Vampire Diaries Warner Bros 1% 0.9% 9.3 American Horror Story Fox 2% 0.9% 9.2 Criminal Minds ABC Studios 1% 0.9% 9.3 Base: SVOD active users Total market (1,231); UK streams (10,224); UK minutes (525,882) GfK 2015 20
What do users think? All adults 72% 63% 62% are satisfied with the service (8-10 aggregate scores where 10 is very satisfied) Provides good value for money Good range & variety of content Adds new titles frequently Question: EW5c Using a scale of 1 to 10 where 10 means very satisfied and 1 means not at all satisfied, how satisfied are you with [SERVICE] as a video streaming service provider? Base: SVOD users Netflix (2,454), Amazon Prime (1,336), NOW TV (619) GfK 2015 21
What is the impact of OTT SVOD on viewing behaviour? 31% 28% 22% 22% 17% 16% 17% 12% 27% 16% 17% 16% 18% 24% 24% 30% 39% 15% Watching more Watching less Recorded content Free catch up provided by broadcaster On-Demand offered as part of your Pay TV package Other content viewed online PPV movies/events Paid for downloaded contents Live content DVD/Blu-ray disc owned/rented Total time watching TV Question: EW10 To what extent are you viewing/using any of the following now, compared to before you had access to a subscription video streaming service? Base: SVOD users Total market (3,259) GfK 2015 22
What is the impact on purchase behaviour? 36% 11% 14% 9% 11% 36% 6% 5% 30% 18% 21% 20% 18% 20% Have done 16% 12% 23% 22% 27% Definitely/proba bly will 47% 51% Won't do Buy fewer DVDs blu-rays Cancel subscription to postal rental service Purchase less DTO content Remove add-on packages from pay-tv subscription Cancel subscription to premium channels Cancel Pay TV service Change broadband internet provider Question: EW12 Which of the following have you done, or are likely to do in the future, as a result of your use of subscription video streaming services? Base: SVOD users Total market (3,259) GfK 2015 23
4 key takeaways SVOD content consumption is now a mainstream activity, competing for a share of viewing but also adding to the total time we spend viewing Size matters users sign up for flexible access to the libraries of content, which they like to be updated frequently. Original content is also a driver of sign up for Netflix TV series are the overwhelming choice of viewers recent series with multiple episodes drive viewing and value more than archive Users are satisfied and churn is low, they are likely to reduce their spending on other forms of paid for content as a result GfK 2015 24
Thank You! March 2016 GfK 2015 25