How rapidly is tv audience behaviour evolving?
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The document discusses how rapidly TV audience behavior is evolving due to factors like PVR adoption, multi-channel availability, and online viewing. It analyzes data on PVR penetration rates in Australia compared to other countries, viewing behaviors like time-shifting and co-viewing, and genre preferences. The data shows audience fragmentation across channels and shifts from live to time-shifted viewing, especially for younger demographics, indicating the TV landscape is rapidly transforming with new technologies.
How rapidly is tv audience behaviour evolving?
- 1. How Rapidly is TV audience behaviour evolving? Steve Weaver Nine Network Australia
- 2. The TV Landscape Multi- PVR’s online channels
- 3. The PVR Rapid adoption and transformation of viewing behaviours
- 4. Overseas PVR Penetration- Finland
- 5. PVR adoption faster by comparison While DTT mirrors overseas uptake, PVR uptake is accelerating Australia- DTT Australia- Pay Australia- PVR Overseas Mkt- DTT Overseas Mkt- PVR 2007 Q1-08 Q2-08 Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09 Q1-10
- 6. PVR over internet for content choice PVR uptake had to compete against online video offerings in overseas markets
- 7. Live and playback profile Viewing Behaviour by session type differs
- 8. Live is still the dominant viewing behaviour 2.4% 3.8% 2.9% 3.1% 2.9% 3.2% 94.2% 2.8% 6.2% 97.7% 1.8% 3.2% 7.5% 4.6% 3.1%
- 9. Timeshift- Total TV 16.00% Hitting 12%- similar to 14.00% more mature markets 12.00% 10.00% % Shift 8.00% 6.00% 4.00% 2.00% 0.00% 1 2 3 4 5 6 7 8 9 10 11 Weeks TTL TV PPL With PVR TTL TV PVR and 0-17 TTL TV PVR and 18-24 TTL TV PVR and 25-39 TTL TV PVR and 40-54 TTL TV PVR and 55+
- 10. Timeshift- Free to Air Viewing 16.00% Building during ‘survey 14.00% period’ 12.00% 10.00% % Shift 8.00% 6.00% 4.00% 55+ viewing behaviour 2.00% readily adopting 0.00% 1 2 3 4 5 6 7 8 9 10 11 Weeks TTL FTA (incl Spill) PPL With PVR TTL FTA (incl Spill) PVR and 0-17 TTL FTA (incl Spill) PVR and 18-24 TTL FTA (incl Spill) PVR and 25-39 TTL FTA (incl Spill) PVR and 40-54 TTL FTA (incl Spill) PVR and 55+
- 11. Timeshift- Subscription TV Viewing 16.00% Pattern not repeated 14.00% for pay viewing 12.00% 10.00% % Shift 8.00% 6.00% 4.00% Playback more stable 2.00% 0.00% 1 2 3 4 5 6 7 8 9 10 11 Weeks TTL STV PPL With PVR TTL STV PVR and 0-17 TTL STV PVR and 18-24 TTL STV PVR and 25-39 TTL STV PVR and 40-54 TTL STV PVR and 55+
- 12. Genre Trend Drama 10% Reality 6% Docu 5% Specials 4% Other Sports 4% Comedy 3% Light Ent. 3% Info/Lifestyle 3% Mini series 3% Movies 3% Kid'd 2% Special Sports 1% News/CA 1% Sports Event 0%
- 13. Timeshifting TTV Sunday Monday Tuesday Wednesday Thursday Friday Saturday 18h00 18h30 19h00 19h30 20h00 20h30 21h00 21h30 22h00 22h30 23h00 23h30 V; Good Wife; House; Desperate Housewives; Mentalist;
- 14. Slots that have timeshift demand- Top Gear Viewers treat playback library as an additional channel Sunday Monday Tuesday Wednesday Thursday Friday Saturday 18h00 18h30 19h00 19h30 20h00 20h30 21h00 21h30 22h00 22h30 23h00 23h30
- 15. 0 100 200 300 400 500 600 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 2007 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 solo 18-39 24 25 26 27 2008 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 co-view 18-39 with ttlppl 4 5 6 7 8 9 10 11 12 13 Decreasing Solus Live Viewing 14 15 16 17 18 19 20 21 22 23 24 25 26 27 2009 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 2010 8 9 10 11 12 Playback library easing competition for screen
- 16. 19 :3 3 19 :00 :3 -1 5 9 19 :00 :33 1,400 1,500 1,600 1,700 1,800 1,900 2,000 :3 - 1 :5 2,100 7 9 9 19 :00 :35 :3 - 1 :5 9 9 9 19 :00 :37 :4 - 1 :5 1 9 9 19 :00 :39 :4 - 1 :5 3 9 9 19 :00 :41 :4 - 1 :5 5 9 9 19 :00 :43 :4 - 1 :5 7 9 9 19 :00 :45 :4 - 1 :5 9 9 9 19 :00 :47 :5 - 1 :5 1 9 9 19 :00 :49 :5 - 1 :5 3 9 9 19 :00 :51 :5 - 1 :5 5 9 9 19 :00 :53 :5 - 1 :5 7 9 9 19 :00 :55 :5 - 1 :5 9 9 9 20 :00 :57 :0 - 1 :5 1 9 9 20 :00 :59 :0 - 2 :5 3 0 9 20 :00 :01 :0 - 2 :5 5 0 9 Overnight 20 :00 :03 :0 - 2 :5 7 0 9 20 :00 :05 :0 - 2 :5 9 0 9 20 :00 :07 :1 - 2 :5 1 0 9 20 :00 :09 :1 - 2 :5 3 0 9 Consolidated 20 :00 :11 :1 - 2 :5 5 0 9 20 :00 :13 :1 - 2 :5 7 0 9 20 :00 :15 :1 - 2 :5 9 0 9 20 :00 :17 :2 - 2 :5 we still watch programs en-masse… 1 0 9 20 :00 :19 :2 - 2 :5 3 0 9 20 :00 :21 and some of us still leave during ad breaks! :2 - 2 :5 5 0 9 20 :00 :23 :2 - 2 :5 7 0 9 20 :00 :25 :2 - 2 :5 9 0 9 20 :00 :27 :3 - 2 :5 1: 9 00 0:2 Has the PVR changed the way we view? - 2 9:5 0: 9 31 :5 9
- 17. But break viewing behaviour does differ by age 20 15 % 10 5 0 % increase consolidated vs live- program % increase consolidated vs live- ad break TTL PPL 0-17 18-24 25-39 40-54 55+
- 18. Multichannels
- 19. Share 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 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 2001 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Network ABC2 Network ABC1 20 21 22 23 24 25 26 27 28 29 30 2002 31 32 33 34 35 36 37 38 39 40 9.4% 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Network 7 27 28 29 30 2003 31 32 33 34 35 36 37 38 39 40 41 42 Network ABC3 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 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 2004 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 Network 9 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Network 7TWO 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 2005 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Network GO! 28 Network TEN 29 30 2006 31 Viewing behaviour is changing 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 1 June 2008 48 49 50 51 52 1 2 3 4 12 April 2009 5 6 7 28 June 2009 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 23 August 2009 27 28 29 30 2007 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 1 November 2009 46 47 48 49 50 51 52 Network ONE 1 2 30 November 2009 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Network SBS ONE 17 18 19 20 21 22 23 24 25 26 27 28 29 30 2008 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 TTL STV 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 2009 31 32 33 34 35 36 37 38 39 40 Network SBS TWO 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 2010 11 12
- 20. Multichannel 9.4% 11.4% 7.6%
- 21. Multichannels increasing choice Particularly daytime, fringe and late night viewing Increased choice leads to increased usage Sunday Monday Tuesday Wednesday Thursday Friday Saturday 18h00 18h30 19h00 19h30 20h00 20h30 21h00 21h30 22h00 22h30 23h00 23h30
- 22. Increased choice brings new viewers Young males increasing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 18h00 18h30 19h00 19h30 20h00 20h30 21h00 21h30 22h00 22h30 23h00 23h30
- 23. Increased choice provides choice of platform 16.0% Low penetration subscription tv market Adelaide readily adopting multichannels 14.0% 12.0% 10.0% Share 8.0% 6.0% 4.0% 2.0% 0.0% 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12 2009 2010 Week No. Sydney Melbourne Brisbane Adelaide Perth
- 24. 21% 23% 25% 27% 29% 31% 33% 35% 37% 39% January February March April May June 2008 July by comparison August September Adelaide growth slower Sydney October November December Melbourne January February Pay penetration estimates March Brisbane April May Adelaide June 2009 July Perth August September October November December January February 2010 March
- 25. Online
- 26. TV relatively unaffected Internet Radio New spapers Magazines TV Video Cinema 100 80 75 2004 70 60 43.7 40 37 32 28 25 24 20 17 11 10 9 0 1 Breakfast (5.30 -9am) Morning (9am-1pm) Afternoon (1-5pm) Early Evening (5-8pm) Evening (8-11pm) Late Night (11pm- 100 5.30am) 80 68 2009 60 55 49 40 41.4 29 24 25 23 20 20.2 12.7 11 7 0 1.3 Breakfast (5.30 -9am) Morning (9am-1pm) Afternoon (1-5pm) Early Evening (5-8pm) Evening (8-11pm) Late Night (11pm- 5.30am)
- 27. Concurrent Media Exposure (CME) 2004 2006 2008 2009 I often talk about what I 54 see on TV 57 Effort up I really make an effort to 21 watch TV and multi- 14 52 tasking up Like to do other activities whilst watching TV 48 Selective about programs I 68 watch 70 Study program guides to 45 choose what I watch 46 Make appointment to view 32 programs 30 64 TV helps me to relax 67 67 I enjoy watching TV 82 0 20 40 60 80 100 Source: Centre for Research Excellence
- 28. Mapping CME to Neurostates Video consumption- most engaged with TV Source: Centre for Research Excellence
- 29. Neurostates minute by minute Free Browsing Web Video Streaming Mobile Video
- 30. Viewer Engagement by platform 0.6 0.53 0.47 0.5 0.43 0.4 0.33 Engagement 0.3 0.2 0.1 0 Wave 1 TV Internet- Browsing Internet- Video Mobile Neurostates confirm brain activity most engaged when consuming via tv
- 31. CME mapped to Neurostates 0.6 0.53 0.47 0.5 0.43 0.4 0.33 Engagement 0.3 0.2 0.1 0 Wave 1 TV Internet- Browsing Internet- Video Mobile Source: Centre for Research Excellence; Nine Neuro Cricket Study
- 32. Real World Impact 0.7 2 Month Cricket Season 0.6 0.5 Engagement 0.4 0.3 0.2 0.1 0 Wave 1 Wave 2 TV Internet- Browsing Internet- Video Mobile
- 33. 3 Screens Drive each other Mobile TV drives online and 3rd screen Online engagement TV
- 34. 2 reasons for going online Extension Catch up experience experience TV ONLINE
- 35. Extension experience- far more engaged
- 36. “Extension experience” viewer Year on Year Movement (%) of those who watch 10+ hours of TV 80% by Internet Usage (Entertainment and TV purposes) 70% 60% 50% 40% % 30% 20% 10% 0% 14-17 18-24 25-39 40-54 55+ -10% -20% Age Heavy Internet users (for Entertainment and TV purposes) Medium-Light Internet users (for Entertainment and TV purposes) Daily Internet users (for Entertainment and TV purposes)
- 37. Extension Experience- TV show websites Traffic peaks for ninemsn TV show websites 18% 16% share of daily page impressions 14% 12% 10% 8% 6% 4% 2% 0% ACA (weekday) Today (weekday) Sixty Minutes (Sun) Getaway (Thurs) Farmer Wants a Wife (Mon) Underbelly (Mon) NRL Footy Show (Thur) Nielsen estimates 61% of online Australian’s have watched TV while using the Internet.
- 38. Extension Experience- Olympics 80,000 Torah B. 70,000 Lydia L. 60,000 50,000 40,000 30,000 20,000 10,000 0 M M M M M M M M M M 12 AM t PM PM on PM PM PM PM PM PM PM PM PM gh A A A A A A A A A A no ni 10 11 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 10 11 id m 12 13/02/2010 14/02/2010 15/02/2010 16/02/2010 17/02/2010 18/02/2010 19/02/2010 20/02/2010 21/02/2010 22/02/2010 23/02/2010 24/02/2010 25/02/2010 26/02/2010 27/02/2010 28/02/2010 1/03/2010 2/03/2010
- 39. Viewing Behaviour is morphing TV remains central PVR/multi-channels provides control and choice Online provides extension and augmentation All of which lead to a richer core tv viewer experience