Issuu on Google+

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?

2


Smartphones and tablets are changing the definition of entertainment

3


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

5


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

6


68% are watching 1-5 hours of video per week on mobile devices

Source: TV Guide TV Team Survey; June 2012; 2,696 respondents

7


46% of mobile video watching takes place at home

Photo by Scott Macklin www.mcdm.uw.edu

8


How do you feel about ads in streaming video?

9


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

11


However, 60% of total mobile video consumption was free (ad-supported)

Source: TV Guide TV Team Survey; June 2012; 2,696 respondents

12


Why do you watch streaming video?

13


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

14


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

15


“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

16


“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

17


“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

18


“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

19


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

20


How do we make discovery and co-viewing* easier?

21


TVGuide.com’s Watchlist makes TV simple again – on any device

22


Top new Watchlist shows last fall predicted 8 of 10 full season pickups

g

Source: TV Guide internal reporting

23


Three new shows cracked the top 10 streaming videos on TVGuide.com

Source: TV Guide internal reporting Sept 2011– May 2012

24


Can we predict the future?

25


Arrow is the #1 new drama added to Watchlists – so far

Source: TV Guide internal reporting

26


Top 10 new dramas added to Watchlists

Source: TV Guide internal reporting

27


1600 Penn is the #1 new comedy added to Watchlists – so far

28


Top 10 new comedies added to Watchlists

Source: TV Guide internal reporting

29


Thank you.

@christytanner EVP & GM, TVGuide.com & TV Guide Mobile


More, More, More: Viewer Panel Insights