Multi-Screen Insights
Digital Video Grows; Still Only Represents A Nominal Share
Multi-Screen Insights
• Time spent with digital video grows but still only comprises a nominal
share - 0:35 with digital video v. 4:17 daily with TV screen among A18-34
• Half of all media time is spent with the TV among P18+; majority is with
Live TV
• More and more viewers continue to tune into TV , +1.8 million more v yag
among P2+ whereas video viewing on computer is down 4.3 million
• Television commands over 90% of total video time among main advertiser
targets and across most ethnic segments
• Viewers continue to shift their viewing from computer (-3%) to phone
video (+18%)
• 25 million more consumers used app/web applications in 2Q14; P2+ v yag
• Households acquired significantly more tablets and enabled smart TVs
Time Spent With Digital Video Is On The Rise But
Represents Only A Nominal Share Compared to Time
Spent With the TV Screen
Daily Time Spent With Digital Video v. TV Screen
(Hrs:Min)
A35-49
A18-34
Digital Video
4:22
Digital Video
TV Screen
4:17
TV Screen
5:01
0:23
2Q13
0:35
0:14
2Q14
2Q13
A50-64
Digital Video
6:18
0:11
2Q13
Source: Nielsen Cross Platform Report 2Q14
TV Screen
6:12
0:19
2Q14
4:57
0:26
2Q14
A Look At Multicultural Segments: Majority of Time Is
Also Spent With The TV Screen
Daily Time Spent With Digital Video v. TV Screen
Among A18-34 (Hrs:Min)
Black
Digital Video
Hispanic
TV Screen
Digital Video
0:48
0:35
3:46
6:12
Asian
Digital Video
TV Screen
0:51
2:42
Source: Nielsen Cross Platform Report 2Q14
TV Screen
In Fact, Looking At All Media Consumption, Half Of
Consumers Time Is Spent With The Television
Avg Time Spent Per Day (Hrs: Min) Among P18+
1:25
0:09
0:11
TV
AM/FM Radio
0:03
Internet Usage/Computer
Game Console
1:07
DVD/Blue-Ray
Multimedia Device
5:07
2:45
Source: Nielsen Cross Platform Report 2Q14,P18+
Using Smartphone
…and Majority Is Spent With Live TV
Time Spent Per Day (Hrs:Min) Among P18+
2Q14
4:36
0:11
0:31
1:07
Live TV
1:25
2:45
Time-shifted TV
DVD/Blu-Ray
Game Console
Internet on Comp
2Q13
2Q12
4:48
4:45
Source: Nielsen Cross Platform Report 2Q14,P18+; usage
on each device
0:09
0:27 1:01 1:04
0:25
0:09
1:03
Smartphone
2:48
0:48
2:52
AM/FM Radio
How Much Video Content is Consumed
Across Each Device?
Mobile Video Smartphone Experienced Growth But
Television Still Dominates 92% Of Total Video Time
Monthly Video Consumption by Device
Watching
Television
Watching Video on a
Computer
Watching Video on a
Smartphone
# of Viewers
v. YAG
284 Million
+1%
145 Million
-3%
114 Million
+18%
Time Spent
(hrs:min)
142:38
10:35
1:41
Source: Nielsen Cross Platform Report 2Q14,P2+;Total
video= TV+comp+smartphone
…and Among Both Young and Old, Television
Commands Majority of Total Video
Monthly Time Spent (Hrs:Min)
P2-11
TV Share
of Total Video
94%
TV
102:54
Internet
Video
6:16
Mobile
Video
-
P1217
93%
86:39
6:20
-
P18-24
83%
96:53
17:01
2:48
P25-34
88%
117:20
15:02
1:56
P35-49
91%
138:27
12:06
1:29
P50-64
95%
180:56
8:32
1:03
P65+
98%
211:55
3:45
0:26
Source: Nielsen Cross Platform Report 2Q14,P2+; Total
video=TV; internet video and mobile video
In Fact, More and More Consumers Continue To
View Video Content On The Television - 1.8 Million
More in 2Q14
Number Of User P2+ Viewing TV
284,425
282,657
2Q13
Source: Nielsen Cross Platform Report 2Q14,P2+
2Q14
What Is Driving Smartphone Video Growth?
With More Content Readily Available On SmartPhones,
Consumers Continue To Shift Some Of Their Video Viewing
From Computer To Smartphone
Number of Users by Device (P2+)/ Monthly
(in OOO’s)
2Q13
282,657
2Q14
284,425
(+/-)
+1,768
Watching Video on
a Computer
149,813
145,469
-4,344
Watching Video on
a Smartphone
96,929
114,372
+17,443
Watching Video on
TV
Source: Nielsen Cross Platform Report 2Q14,P2+;
But Despite Video Growth On Smartphone, Time Spent With
Mobile Video Remains Nominal - Even Among The Younger
Consumers
Monthly Time Spent (Hrs:Min)
Smartphone Video Share Comp Video Share Of
Of Total Video
Total Video
K2-11
n/a
5.6%
T12-17
n/a
6.7%
A18-24
2.1%
14.7%
A25-34
1.2%
11.2%
A35-49
0.9%
7.9%
A50-64
0.5%
4.4%
A65+
0.1%
1.6%
P2+
0.9%
6.17
Source: Nielsen Cross Platform Report 2Q14, Total
video=TV; internet video and mobile video
What About App/Web Usage?
With Mobile Growth, App/Web Usage On Smartphone Is Up
Considerably As 25 Million More Used The Applications
Using Any App/Web On Smartphone
(P2+)/ Monthly
Number of Users
(OOO) P2+
Time Spent P2+/
Month
Source: Nielsen Cross Platform Report 2Q14,P2+;
2Q13 (in OOO’s) 2Q14
132,235
157,092
‘14 v. YAG
+24,857
32:48
+33%
43:31
Across All Multicultural Segments Time Spent With App/Web
On Smartphones Is High
Using Any App/Web On Smartphone
(P2+)/ Monthly
Composite
Number of Users P2+ (OOO)
/Monthly
Black
Hispanic
Asian
157,092
19,824
28,772
9,221
(+/-) v. YAG in Number of Users +24,857
+2,830
+4,281
+1,194
43:31
52:40
49:09
42:43
+33%
+37%
+27%
+31%
Time Spent Monthly/ P2+
% Change v. YAG in Time Spent
Source: Nielsen Cross Platform Report, P2+; 2Q14
How Does Video Usage Differ by Ethnicity?
Among Multicultural Segments, Video Consumption Continues
To Be Additive
Gain/Loss Of Users P2+ 2Q14 v 2Q13
Black
Hispanic
Asian
Watching Traditional Television* v. YAG
+648,000
+1,344,000
-624,000
Watching Video on Computer v. YAG
+631,000
-991,000
+344,000
Video on Smartphone v. YAG
+1,954,000
Source: Nielsen Cross Platform Report, P2+; 2Q14 * includes time-shifted time; **in all TV homes
+3,047,000
+769,000
Over 90% Of Total Video Time Is Spent With The
Television Across Most Ethnic Segments
TV Share of Total Video Time Spent Monthly
Black TV Share
Share
Hispanic TV
Share
Asian TV
Share
P2-11
96%
94%
93%
P1217
96%
93%
81%
P18-24
83%
81%
64%
P25-34
90%
87%
75%
P35-49
93%
90%
82%
P50-64
96%
93%
88%
P65+
98%
98%
97%
Source: Nielsen Cross Platform Report 2Q14,P2+; Total
video=TV; internet video and mobile video
Multi-Technology
Households Continue To Acquire More & More
Tablets and Enabled Smart TV’s
Devices in TV HHs (in OOOs)
DVD/Blue-ray Player
Composite
93,707
v. YAG
-1%
DVR
55,713
+5%
High Definition TV
100,684
+8%
Video Game Console
51,470
+2%
Tablet
42,064
+56%
Enabled Smart TV
11,688
+89%
Source: Nielsen Cross Platform Report 2Q14; P2+