Inside the War for Viewers’ Attention: Who and What are Winning? How changing viewer behavior is disrupting entertainment November 3, 2011
TVGuide.com Fall 2011 TV Survey Results: TV fans are watching more TV than ever before – via a wider variety of devices and services than ever before
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants; Photo from Two and a Half Men by Adam Rose/Warner Bros./CBS
2
#1 new show
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
3
#2 new show
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
4
#3 new show
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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Fans are watching more TV 20000
% who watch 30+ hours per week
18000
32%
+14%
16000
14000
12000
10000
28%
8000
6000
4000
2000
0
6
2011 2
1 2010
Source: TVGuide.com Fall 2011 TV User Survey, August 2011;
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… and they’re watching more LIVE TV 93% 90%
2010
2011
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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‌ but also: 55% watch TV online
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants; Photo from Modern Family by Richard Cartwright/ABC
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15% watch 6 or more hours of online video per week, vs. 4% a year ago 20000
15%
18000
16000
14000
12000
10000
8000
4%
6000
4000
2000
0
1 2010
2011 2
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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62% watch more online/streaming content than they did a year ago
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants: Photo from New Girl by Greg Gayne/FOX
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71% watch more time-shifted TV than they did a year ago
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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19% pay more for content
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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41%
pay for time-shifted TV
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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34%
pay for online & streaming content
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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96% fast forward through DVR ads
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5897 Participants
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44% don’t mind ads, primarily because they “like to know about new products/services”
16 Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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Favorite ads on TV right now
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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27% will buy a tablet in the next year
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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When will they buy a tablet? 27%
25
20
15
13% 10
10% 5
0 1 For the holidays
2 In the next 6 months
3 In the next year
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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71% would buy an iPad, if $$ weren’t a factor
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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47% are likely to buy an iPad and 30% are likely to buy a Kindle Fire
23% other
30% Kindle Fire
47% iPad
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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81% stream free content
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants; Photo from The Office by Paul Drinkwater/NBC
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69% use paid content or subscription services 45%
40% 40%
36% 35%
31% 30%
25%
21% 20%
15%
10%
12% 10% 7%
5%
5%
4%
2%
other
1%
1%
0%
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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Why don’t some people buy content? “My time is full of TV from my digital service and free online streaming services.” “I want to choose the channels I pay for; not purchase a prescribed bundle.”
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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44% know what iCloud is
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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13% know what UltraViolet is
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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Appendix
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TVGuide.com’s product launches fuel growth
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24M
TVGuide.com
UNIQUES
Source: Omniture
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1.5M UNIQUES
TV Guide Mobile
5M INSTALLS
Source: Flurry Analytics
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TVGuide.com apps:
• 5M installs & 1.5M monthly active users
Home 91%
• 40% increase in engagement YOY Other 9%
Sources: TVGuide.com Mobile App User Survey; July 2011; 1,429 participants & Flurry Analytics through September 2011
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Social activity on TVGuide.com has exploded in the past year ...
and business is thriving as advertisers embrace Social TV
5M check ins
60+ sponsors
Source: TVGuide.com Internal Reporting
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Over 400,000 users have Watchlists
Source: TVGuide.com Internal Reporting
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Most Added Shows, Teams & Actors Are Diverse
Source: TV Guide Internal Reporting
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