THE IMPACT OF TVE
ADOPTION AND IMPLICATIONS
TV#Everywhere#
•  Why#is#it#important?#
•  Is#it#being#used?#
•  What’s#the#impact?#
Why#is#it#important?#
Because#online#content#
is#becoming#a#must>have#
component#of#viewers’#
TV#consump@on#and#
expecta@o...
89%
Why#is#it#important?#
April&2015&
Hub#2015#“What’s#TV#Worth”#
TV#viewers#with#broadband#
Of#viewers#with#broadband#s@l...
Why#is#it#important?#
April&2015&
Hub#2015#“What’s#TV#Worth”#
TV#viewers#with#broadband#
Of#viewers#with#broadband#s@ll#
h...
Why#is#it#important?#
2.1The#average#
number#of#sources#
online#viewers#use#
is#growing#
2013 2014 2015
2.0
2.4
2015
2.1
Why#is#it#important?#
*Online devices only—does not include DVR,
VOD, or set-top box for Live TV!
So#is#the#average#
numbe...
•  The#average#viewer#es@mates#that#in#a#typical#
week…#
Why#is#it#important?#
of#the#shows#they#watch#
are#@me#shiMed##
a...
•  Among#Millennials,#@me#shiMing#is#even#higher#
Why#is#it#important?#
of#the#shows#they#watch#
are#@me#shiMed##
are#watc...
Why#is#it#important?#
of#cable#subscribers#have#used#authen@cated#TV#
Everywhere#in#the#past#6#months#
January&2015&
CTAM#...
Why#is#it#important?#
of#cable#subscribers#are#heavy#users#(use#TVE#
several#@mes#a#week,#or#every#day)#
January&2015&
CTA...
Why#is#it#important?#
January&2015&
CTAM#TVE#Tracking#Study#
Millennial#pay#TV#subs#
of#Millennials#with#pay#TV#have#used#...
Why#is#it#important?#
of#Millennials#with#pay#TV#are#heavy#users#
January&2015&
CTAM#TVE#Tracking#Study#
Millennial#pay#TV...
Why#is#it#important?#
30%#
agree#that#new#TV#op@ons#mean#more#of#their#total#TV#
@me#goes#to#shows#that#they#really#like#
...
What’s#the#impact?#
The#more#you#use#TVE,#the#greater#
value#you#give#your#pay#TV#service#
48%#
0#
52%#
59%#
82%#
Non>TVE#users#
Light#TVE#use...
TVE#creates#more#posi@ve##
impressions#of#networks#and#MVPDs#
Makes#me#feel#a#lot/a#lile#more#
posi@ve#about#that#network#...
TVE#creates#more#posi@ve##
impressions#of#networks#and#MVPDs#
Makes#me#feel#a#lot/a#lile#more#
posi@ve#about#that#network#...
TVE#creates#more#posi@ve##
impressions#of#networks#and#MVPDs#
Makes#me#feel#a#lot/a#lile#more#
posi@ve#about#that#network#...
The#Implica@ons#
•  Viewer#selec@on#is#driven#by#content#that’s#available&
when&they&are&
•  Networks#and#MVPDs#have#the#l...
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Nab + ctam deck 4 22-2015

Hub Research's TV Everywhere study, April, 2015
Published on: Mar 3, 2016
Published in: Internet      
Source: www.slideshare.net


Transcripts - Nab + ctam deck 4 22-2015

  • 1. THE IMPACT OF TVE ADOPTION AND IMPLICATIONS
  • 2. TV#Everywhere# •  Why#is#it#important?# •  Is#it#being#used?# •  What’s#the#impact?#
  • 3. Why#is#it#important?# Because#online#content# is#becoming#a#must>have# component#of#viewers’# TV#consump@on#and# expecta@ons#
  • 4. 89% Why#is#it#important?# April&2015& Hub#2015#“What’s#TV#Worth”# TV#viewers#with#broadband# Of#viewers#with#broadband#s@ll# have#a#pay#TV#subscrip@on#
  • 5. Why#is#it#important?# April&2015& Hub#2015#“What’s#TV#Worth”# TV#viewers#with#broadband# Of#viewers#with#broadband#s@ll# have#a#pay#TV#subscrip@on# Of#pay#TV#subs#use#at#least#one# online#source# 89%
  • 6. Why#is#it#important?# 2.1The#average# number#of#sources# online#viewers#use# is#growing# 2013 2014 2015 2.0 2.4 2015 2.1
  • 7. Why#is#it#important?# *Online devices only—does not include DVR, VOD, or set-top box for Live TV! So#is#the#average# number#of# devices#they#use# to#get#online#TV#2013 2014 20152015 2.3 2.7 3.3
  • 8. •  The#average#viewer#es@mates#that#in#a#typical# week…# Why#is#it#important?# of#the#shows#they#watch# are#@me#shiMed## are#watched#live# February&2015& Hub#2015#“Time#ShiMing”#study# Viewers#16>74#w/#broadband# 53% 47%
  • 9. •  Among#Millennials,#@me#shiMing#is#even#higher# Why#is#it#important?# of#the#shows#they#watch# are#@me#shiMed## are#watched#live#February&2015& Hub#2015#“Time#ShiMing”#study# Millennial#viewers#with#broadband# 61% 39%
  • 10. Why#is#it#important?# of#cable#subscribers#have#used#authen@cated#TV# Everywhere#in#the#past#6#months# January&2015& CTAM#TVE#Tracking#Study# Cable#subs#18>64# 54%
  • 11. Why#is#it#important?# of#cable#subscribers#are#heavy#users#(use#TVE# several#@mes#a#week,#or#every#day)# January&2015& CTAM#TVE#Tracking#Study# Cable#subs#18>64# 16%
  • 12. Why#is#it#important?# January&2015& CTAM#TVE#Tracking#Study# Millennial#pay#TV#subs# of#Millennials#with#pay#TV#have#used#TVE#65%
  • 13. Why#is#it#important?# of#Millennials#with#pay#TV#are#heavy#users# January&2015& CTAM#TVE#Tracking#Study# Millennial#pay#TV#subs# 30%
  • 14. Why#is#it#important?# 30%# agree#that#new#TV#op@ons#mean#more#of#their#total#TV# @me#goes#to#shows#that#they#really#like# Only# “graze”#(try#shows#that#look#a#lile#interes@ng)# New#TV#op@ons#have#made#viewers#more#purposeful# February&2015& Hub#2015#“Time#ShiMing”#study# Viewers#16>74#w/#broadband# 13% 81%
  • 15. What’s#the#impact?#
  • 16. The#more#you#use#TVE,#the#greater# value#you#give#your#pay#TV#service# 48%# 0# 52%# 59%# 82%# Non>TVE#users# Light#TVE#users# Moderate#TVE#users# Heavy#TVE#users# %&who&rate&pay&TV&a&“good”&or&“excellent”&value& June&2014& Hub#“TV#Everywhere”#report# TVE#users#16>64#
  • 17. TVE#creates#more#posi@ve## impressions#of#networks#and#MVPDs# Makes#me#feel#a#lot/a#lile#more# posi@ve#about#that#network## Makes#me#feel#a#lot/a#lile#more# posi@ve#about#my#MVPD# 54%# All#MVPD# subscribers# 53%# All#MVPD# subscribers# January&2015& CTAM#TVE#Tracking#Study# MVPD#subs#18>64#
  • 18. TVE#creates#more#posi@ve## impressions#of#networks#and#MVPDs# Makes#me#feel#a#lot/a#lile#more# posi@ve#about#that#network## Makes#me#feel#a#lot/a#lile#more# posi@ve#about#my#MVPD# 63%# Millennial## MVPD#subs# 59%# Millennial## MVPD#subs# 54%# All#MVPD# subscribers# 53%# All#MVPD# subscribers# January&2015& CTAM#TVE#Tracking#Study# MVPD#subs#18>64#
  • 19. TVE#creates#more#posi@ve## impressions#of#networks#and#MVPDs# Makes#me#feel#a#lot/a#lile#more# posi@ve#about#that#network## Makes#me#feel#a#lot/a#lile#more# posi@ve#about#my#MVPD# 63%# Millennial## MVPD#subs# 59%# Millennial## MVPD#subs# 54%# All#MVPD# subscribers# 53%# All#MVPD# subscribers# 73%# TVE## Users# 71%# TVE## Users# January&2015& CTAM#TVE#Tracking#Study# MVPD#subs#18>64#
  • 20. The#Implica@ons# •  Viewer#selec@on#is#driven#by#content#that’s#available& when&they&are& •  Networks#and#MVPDs#have#the#lead#on#content# already—the#most#and#newest#shows# •  TVE#addresses#gaps#in#delivery&between#tradi@onal# TV#providers#and#new#online#sources:#when#and#how# (on/through#many#devices)&

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