Dr Hamish McPharlin - Breakfast & Brains
- 1. Changes in UK Media Consumption decipher.co.uk/mediabug 2012 - 2014
- 2. Changes in Media Consumption - Brainient 2 ‘How does a payTV subscription affect consumption on other devices?’ ‘Just how significant and disruptive are Smart TV’s?’ ‘Are gaming consoles turning into VOD surrogates for Free to Air homes?’ Do new TV VOD services such as Sky On Demand and YouView erode online VOD? Tracking how emerging media technology impacts behaviour & consumption
- 3. Changes in Media Consumption - Brainient 3 What’s new in Mediabug Wave 4? • TV set-top boxes • PCs & laptops • Tablet PCs • Smartphones • Games consoles (NEW: Playstation 4 and Xbox One) • Smart TVs & BD Players • Apple TV • e-Readers and Smart Devices • Roku box • Now TV box • Chromecast (NEW) • Free online VOD services: • BBC iPlayer • ITV Player • 4oD • Demand5 • Dave • Really • Yesterday • ClubCard TV powered by Blinkbox • Online subscription services, e.g.: • Amazon Prime Instant Video (REPLACED Lovefilm Instant) • Now TV • Netflix (NEW on Virgin Media) • PPV & EST services, e.g.: • iTunes • Sky Store (NEW online) • Blinkbox • Wuaki (NEW) • XBOX Video • Curzon On Demand (NEW) • Google Play • BT TV (NEW EST) • ITV Player (NEW PPV) • Gender • Age Range • Social Grade • Combined Annual Income • Domestic Status • Age of Dependants • Position in Household demographics devices • Awareness of new and existing services • How often are they used? • Where are they used? • How is content discovered? • What content is watched? • Which device is content watched on? • How is content paid for (subscription vs. PPV)? • How does usage differ in pay/free households? • Share of usage by device • Internet Speed • Mobile Phone Network • Mobile Phone Operating System • TV package usage services content & subscriptions
- 4. Changes in Media Consumption - Brainient 4 Methodology SAMPLE ATTRIBUTESINTERVIEW STYLE: Online Survey AVG DURATION: 16 minutes FIELDWORK DATES: 12th-17th Mar 2014 • Resident in UK • Ages 16+ • Have broadband internet at home • Nationally proportionate Data weighted to national proportions (gender, age and region) using National Census Data and the Office of National Statistics SAMPLE SIZE SAMPLE SOURCING • Verified national recruitment sources, such as Toluna, ResearchNow, SSI and CINT. • All respondents are incentivised. BI-ANNUAL RELEASE Wave 3 Wave 5 2012 2013 2014 THIS REPORT 3014 Wave 1 Wave 4 Wave 2
- 5. Changes in Media Consumption - Brainient 5 Some snapshots from WAVE 4
- 6. Changes in Media Consumption - Brainient 6 6% 6% 8% 11% 10% 15% 18% 23% 12% 12% 12% 16% 14% 17% 20% 20% 34% 40% 37% 37% Q3'12 Q1'13 Q3'13 Q1'14 Q3'12 Q1'13 Q3'13 Q1'14 Q3'12 Q1'13 Q3'13 Q1'14 Q3'12 Q1'13 Q3'13 Q1'14 Q3'12 Q1'13 Q3'13 Q1'14 Monthly VOD / EST Usage Ownership Connected devices Tablet ownership continues strong growth, surpassing 50% of consumers. The subsequent rise in usage for VOD/EST has pushed tablet ahead of smartphones, who recorded no change in frequency of usage over the same period. Tablets are now second to laptops & PC’s for VOD/EST usage frequency. 87% 61% 51% 35% 14% 14% 22% 53% 72% 88% OWNERSHIP AND MONTHLY VIDEO USAGE BY DEVICE Smart TV & Blu- Ray Player 17% 43% 52% 76% 82% 20% 54% 53% 78% 80% Tablets sail past Smartphones in monthly video usage
- 7. Changes in Media Consumption - Brainient 7 XBOXOne and PS4have landed. Sort of. 4% 16% 16% 15% 18% 16% Currently connected to internet Own device <1% <1% 2% 2% 3% 3% 3% 5% 6% 17% 21% Ownership of devices and their connectivity to the internet: A 20% increase in connected boxes the last 6 months 21% 26% 35% Sky On Demand capable boxes are now in more than a quarter of homes, and 70% are connected to the Sky On Demand service. The new consoles from Microsoft and Sony have landed, with 3% and 5% of homes respectively. The console category has not grown, however. All console buyers were existing owners of the old box. Base: UK Online Population March (n=3017) A 45% increase in the last 6 months
- 8. Changes in Media Consumption - Brainient 8 Digital VideoConsumption Base: UK Online Population March 2014 (n=3017) MonthlyUsageofNamedServices EST TV VOD Online VOD Total Digital Feb-13 (Transactional) Sep-13 (Transactional) Total Digital (including free) Oct-12 (Transactional) 9% 11%9% 12%10% 13% 23% 27% 47% 48% 18% 23% 55% 58% 8% 24% 8% 37% 15% 45% 9% 13% 31% 52% 63% 13% 11% 23% Mar-14 (Transactional) Digital consumption continues its upwards trajectory, with monthly usage growing across channels. This growth has remained confined to free services, however, with EST and paid Online VOD recording no growth in usage in the last 6 months. The prevalence of Catch Up services, and the rollout of Sky On Demand, has shown strong growth in both Online VOD and TV VOD. Free Services Transac -tional
- 9. Changes in Media Consumption - Brainient 9 Online SVODServices Netflix is the continuous leader in the SVOD battle, not only is Netflix increasing its number of customers, but also the number of those paying for the service. Amazon Prime Instant Video seems unable to retain all of theLoveFilm Instant subscribers after the process of rebranding and saw a drop in subscribers. = % on free trial: 1% 1% 5% 5% 6% 4% 2% 5% 6% 11% Q1'14 Q3'12 Q1'13 Q3'13 Q1'14 Q3'12 Q1'13 Q3'13 Q1'14 Q3'12 Q1'13 Q3'13 Q1'14 Paid subscriptions Total subscriptions Subscriptions amongst online population: <1% 1% 7% 8% 6% 7% 2% 8% 10% = % on free trial: 28% 34% 29% 62% 34% 39% 3% 6% 14% 31% 25% <1%
- 10. Changes in Media Consumption - Brainient 10 Q1 2014 Q3 2013 TV losingshare to SVOD Live broadcast TV makes up the majority of TV viewing of an average consumer, followed by PVR viewing and Online Catch up. SVOD has slightly increased its viewing share by 1% in the last 6 months, taking 1% from Live Broadcast TV. Live Broadcast TV 77% Live Broadcast TV 76% 7% 3% 3% 2% 2% 2% 2% 2% 7% 3% 3% 3% 2% 2% 2% 2%
- 11. Changes in Media Consumption - Brainient 11 Sky edges intopole position for TV VOD share Sky’s library content has the highest share in usage with 24%. This is due to its growing penetration of households, and large Sky VOD library. BBC and ITV are next, with their Catch Up content across all TV platforms. Netflix on TiVo is only available in a limited number of Virgin homes, but already accounts for 5% of share. Note: Share of usage is taking both frequency and penetration into account and has been weighted to a value based on monthly frequency (e.g. a daily iPlayer viewer actually views c.30 'sessions' a month whereas a weekly viewer sees on average 4.3). Catch up player share is calculated across all platforms and is not included in the library on demand content (e.g. Sky On Demand). 24% 11% 24%16%11%10%10%10%8%6%5% Sky On Demand BBC iPlayer ITV Player Virgin Media On Demand 4oD Other Catch Up Players Demand Five Netflix on TiVO Other VOD Players TV VOD Share of Usage by Provider
- 12. Changes in Media Consumption - Brainient 12 The digital generationgap Newer digital services, whilst popular, are still the domain of the younger age groups. Amongst 16-24 year olds, online Catch Up services are used just as regularly as broadcast TV. Beyond the age of 35, usage of subscription VOD and online rentals tail off dramatically. Atleastmonthlyusageofservice: Age Range Base: UK Online Population aged 16-24 (n=502), 25-34 (n=593), 35-44 (n=571), 45-54 (n=573), 55+ (n=778); March 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 16-24 25-34 35-44 45-54 55+ Broadcast TV
- 13. Changes in Media Consumption - Brainient 13 Dr. Hamish McPharlin Director | Decipher Media Research Tel: 020 8747 4582 Mob: 07981887870 hamish.mcpharlin@decipher.co.uk Philippe Epailly Head of Quantitative Research Tel: 020 8747 4589 philippe.epailly@decipher.co.uk Chopy Desore Fieldwork Manager Tel: 020 8747 4591 chopy.desore@decipher.co.uk Hamish is Director of Decipher Media Research. He has conducted market & consumer research for eight years, and directed DMR for five; working with a large number of broadcasters, platforms, trade bodies and agencies. Has extensive qualifications in both qualitative and quantitative disciplines from experience and training. He has a Doctor of Philosophy in Communications Studies, and a Bachelor of Marketing and the Media with First Class Honours. He has won several research industry awards for excellence, including Mediaweek 2008 & 2012, and IAB Europe 2011. Philippe is the Head of Quantitative Research and joined DMR in 2010. He has conducted quantitative studies with many of the UK's broadcasters, agencies, and platforms and is an experienced project manager within the media industry. He is an experienced survey programmer, analyst, and statistician. Philippe is multilingual, speaking both German and French fluently and holds a Master’s degree in Marketing Management from Leicester Business School. Chopy oversees DMR’s primary research fieldwork. This includes recruiting for qualitative research projects, managing and developing communications with respondents, and managing the respondent database. Chopy has worked in many organisations, in varied roles, always with clients or customers. She is able to bridge the gap between corporate research and individual data collection, ensuring respondents and client expectations are met and exceeded. Chopy has a keen aptitude to learn and grow personally and professionally. Adrian Czerwik Research Consultant Tel: 020 8747 4589 adrian.czerwik@decipher.co.uk Adrian is a Research Consultant at Decipher, specialising in Quantitative Research Methods. He brings considerable experience in lab-based work to his role and has a flair for statistical analysis, drawing critical insights from data and human behaviour, while keeping wider commercial and strategic considerations in mind. Adrian holds a BSc degree in Psychology from Goldsmiths College and an MSc in Industrial/Occupational and Business Psychology from University College London. Meet the teamat DMR
Editor's Notes
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