TVGuide.com Consumer Research
More, More, More: Viewer Panel Insights June 2012
@christytanner EVP & GM, TVGuide.com & TV Guide Mobile
Can we predict the future?
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Smartphones and tablets are changing the definition of entertainment
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People are watching more TV than ever 34% now watch 30+ hours per week 34% 32% 28%
2010
2011 Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
2012 4
They are embracing new shows and new options
“This season is better than last year”
42%
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
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43% are watching MORE streaming content this year vs. last year
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents New Girl photo: credit Patrick McElhenney/FOX
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68% are watching 1-5 hours of video per week on mobile devices
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents
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46% of mobile video watching takes place at home
Photo by Scott Macklin www.mcdm.uw.edu
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How do you feel about ads in streaming video?
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66% hate ads during streaming videos Ok with ads
Hate ads 66%
40% 35%
34%
32%
12%
Before
During
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
After 10
During this season, we saw a 56% increase in paid streaming (no ads)
+ 56%
53%
34%
Fall 2011
Spring 2012
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
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However, 60% of total mobile video consumption was free (ad-supported)
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents
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Why do you watch streaming video?
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73%
to catch up on missed episodes
40%
to catch up on shows discovered mid-season or between seasons
6%
cut back on cable
5%
cancelled cable
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
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The expanded discovery window is causing massive habit fragmentation
86%
have discovered a new
favorite after a few episodes or seasons aired
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
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“A lot of the time I wait and see what the buzz is after a couple episodes.”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
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“Typically, I will catch at least part of an episode … then go back and watch from the beginning either online, on demand, or summer reruns.”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
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“I used to wait for reruns or DVD's, but now I use Netflix or Hulu Plus to watch from the beginning.”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
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“Comedies, I'll start in the middle. Dramas, I try to catch up first.”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
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Two people, same room: Different devices, different shows
47% have co-viewed* with a companion at home *TVGuide.com will give a prize for the best Twitter-suggested new verb to describe this behavior: @christytanner
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents
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How do we make discovery and co-viewing* easier?
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TVGuide.com’s Watchlist makes TV simple again – on any device
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Top new Watchlist shows last fall predicted 8 of 10 full season pickups
g
Source: TV Guide internal reporting
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Three new shows cracked the top 10 streaming videos on TVGuide.com
Source: TV Guide internal reporting Sept 2011– May 2012
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Can we predict the future?
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Arrow is the #1 new drama added to Watchlists – so far
Source: TV Guide internal reporting
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Top 10 new dramas added to Watchlists
Source: TV Guide internal reporting
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1600 Penn is the #1 new comedy added to Watchlists – so far
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Top 10 new comedies added to Watchlists
Source: TV Guide internal reporting
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Thank you.
@christytanner EVP & GM, TVGuide.com & TV Guide Mobile