left to your own devices

V A B - I N S I G H T S R E P O R T 2 0 1 9

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Left To Your Own DevicesUnderstanding Consumption In Today’s Connected World

Q4 2018

Contents

Summary 3

Media Consumption Overview 4-8

Video Device Segmentation 9-14

4th Quarter Holiday TV Viewing Habits 15-17

Ad-Supported Multiscreen TV Brands 18-23

Cinema Highlight Reel 24-26

Contact Information 27

Appendix I – Major Ethnicities’ Device Usage 28-30

Appendix II – Live vs. Time-Shifted TV Viewing 31-33

2

Summary

In our latest quarterly report surveying the video landscape, Left To Your Own Devices, we update the media consumption habits of major demographic segments based on recently released Q4 ’18 data and take a deeper look into TV viewing habits during popular Q4 holidays.

Consumers are living in a video world – it accounted for over 50% of the 11+ hours that people spend with media per day in Q4 ‘18 - but it’s important to note that Television reigns as the leader of this world, with “live TV” representing nearly 70% of total video viewing.

However, we know that different demographics and people in different life stages may consume media differently than others and these behaviors continue to evolve. In recognition of this, we’ve updated our comprehensive segmentation analysis highlighting the who, what, where, when and how by device, which explores the nuances that exist within the video ecosystem.

Although overall time spent with Television (the device) has decreased, as video viewing grows on alternative devices such asconnected devices and smartphones, ad-supported multiscreen TV brands are well-positioned to capture audiences across all demos and across any screen:

• Ad-Supported TV-branded digital platform collectively grew their unique mobile reach to over 200 million adults in Q4 2018

• In any given minute…there are 8x more Adults 18+ watching multiscreen TV brands than are on YouTube and there are 5x more Millennials watching multiscreen TV brands than are on Facebook

• Multiple ad-supported TV brands rank in the top 5 most popular digital platforms across major content genres

3This information is exclusively provided to VAB members and qualified marketers. Further distribution is prohibited.

Media Consumption Overview

Adults Spent Over 11 Hours With Media Each Day During 4Q ’18; A 5% Increase vs. Last Year

Source: Nielsen Total Audience Report, Q4 2018. Note: Some amount of simultaneous usage may occur across devices. Internet Connected Device = devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. (inclusive of smart TV app usage).

Average Daily Time Spent With Media Per Adult 18+Based On Total U.S. Population

4Q ‘18 (Hrs:Mins)

On average, Adults 18+ spend more time with Live TV than any other media

4:08

3:57

0:36

0:33

1:47

1:43

0:06

0:05

0:13

0:14

0:22

0:30

0:37

0:32

2:14

2:56

0:44

0:50

Q4 2017

Q4 2018

Live TV Time-Shifted TV Radio

DVD/Blu-ray Device Game Console Internet Connected Device

Internet on a Computer App/Web on a Smartphone App/Web on a Tablet

10:47

11:20


Daily Video Usage By Adults 18+ Was More Than Five And A Half Hours During 4Q ‘18, Or 51% of Total Media Time

Source: VAB analysis of data from the Nielsen Total Audience Report, Q4 2018. TV-Connected Device = DVD, game console, internet connected device; Internet Connected Device = devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. (inclusive of smart TV app usage).

Average Daily Time Spent Per Adult 18+ On VideoBased On Total U.S. Population

4Q ‘18 (Hrs:Mins)

4:44 4:30

0:40 0:490:09 0:070:09 0:14

0:04 0:07

Q4 2017 Q4 2018

Live TV + Time-Shifted TV TV-Connected Devices Video on a Computer Video Focused App/Web on a Smartphone Video Focused App/Web on a Tablet

5:47

Live TV accounted for 68% of total video viewing in 4Q ‘18

5:46


7

TV Has A Clear Cut ‘Reach’ And ‘Time Spent’ Advantage Against All Other Devices

31:33

20:32

1:353:45 3:31

0:50 0:49 1:36 0:35

Live+Time-Shifted

TV

App/Web on a

Smartphone

Video Focused

App/Web on a

Smartphone

Internet on a

Computer

Internet Connected

Device

Video Focused

App/Web on a

Tablet

Video on a

Computer

Game Console DVD/Blu-Ray

Device

P18+ Average Weekly “Time Spent”Based on Total U.S. Population

4Q ’18 (hrs:mins)

Source: VAB analysis of data from the Nielsen Total Audience Report Q4 2018, time spent and percentage of users among U.S. population, P18+. Internet Connected Device = devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. (inclusive of smart TV app usage).

87% 81% 63% 54% 39% 24% 15% 13%

Weekly Reach (based on U.S. Population)

28%

This information is exclusively provided to VAB members and qualified marketers. Further distribution is prohibited.

A Visual Representation Of Media Usage (‘Reach’ & ‘Time Spent’) Across Devices

Source: VAB analysis of data from the Nielsen Total Audience Report Q4 2018, time spent and percentage of users among U.S. population, P18+. Internet Connected Device = devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. (inclusive of smart TV app usage).

Live+Time-Shifted TV

App/Web on a Smartphone

Video Focused App/Web on a Smartphone

Internet on a Computer

Internet Connected Device

Video Focused App/Web on a Tablet

Video on a Computer

Game Console

DVD/Blu-Ray Device

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000

We

ek

ly R

ea

ch

Average Weekly Minutes

Weekly Reach & ‘Time Spent’Q4 2018, P18+


Video Device Segmentation

Segmentation: Consumption Skews By Video Device

Who:

What:

When:

Where:

How:

Television TabletConnected Devices Computer

Video usage skews P35-49

Streaming or downloading of

short-form video / clips or long-form

content

Video Viewing: 30+ mins/wk overall and a little over 1 hr/wk for P18-34; during the day

(lunch), nights & weekends

At home or at work

On a desktop or laptop

Smartphone

Video usage skews Millennial and P35-

49



content

Video Viewing: 1+ hours / week on

average and 2+ hours / week for Millennials;

“snacking all day”

Anytime, Anywhere: home

or on the go

Apps/websites through a

smartphone (iPhone, Android,

etc)

Game Consoles

Skews towards Teenagers and

Millennials

Streaming of long-form entertainment,

sports, children’s shows via apps &

web

2 hours/ week overall and 3+ hours among Teens & Millennials;

nights and weekends

Mostly at home, although newer devices enable

“on the go” viewing

On a XBOX One, PS4 or Nintendo

Switch

People of all ages & ethnicities; P35+

are heaviest users

A range of long-form premium content via broadcast TV and/or MVPD subscription

~31 hours / week (P18+); primarily live; all day with emphasis

on primetime and wknds

At home, or someone else’s home, where

they have an average of 2.6 TV sets per

household

Via one of their multiple TV sets

Video usage skews P35-49



content

Video Viewing: Around 40 mins/wk on average and almost 1 hr/wk for P18-34; “snacking during the day,” nights & weekends

At home, at work or on the go

(like commuting)

Apps/Website through a tablet

(iPad, Android, etc)

Skews towards Kids and Millennials;

good penetration also against P35-49

Streaming long-form TV programs & films,

music, children’s shows via apps &

web

3+ hours / week on average with 3+

hours / week among Kids & Millennials; nights & weekends

At home, or someone else’s

home

Via TV-connected devices such as Apple TV, Roku,

Google Chromecast, Amazon Fire TV, Smart TVs,

Smartphone, Computer, etc.

Source: chart includes VAB analysis of data from the Nielsen Total Audience Report 4Q 2018, Nielsen Npower & SNL Kagan 2018 data. 10This information is exclusively provided to VAB members and qualified marketers. Further distribution is prohibited.

Television Is The Leading Device For Video Reach Across All Major Demos Except For Adults 18-34 Where Smartphone Video Now Has A Slight Edge

84%79%

87%

75%

89%93% 94%

51%

41% 39%45%

48%

35%

24%

29%33%

15%

28%

19%

6%2%

24%28%

30%

21%

14%

63%

78%

73%

57%

39%

28% 26%32%

28% 28%

P2-11 P12-17 P18+ P18-34 P35-49 P50-64 P65+

Average Weekly Reach By Video Device, By Demo – 4Q ‘18

% of Users Among U.S. Population

Live+Time-Shifted TV Internet-Connected Devices Game ConsoleVideo on a Computer Video Focused App/Web on a Smartphone Video Focused App/Web on a Tablet

Source: VAB analysis of data from the Nielsen Total Audience Report 4Q 2018; reach % of users among U.S. population; reach based on video-focused app/web use for Smartphone, Computer and Tablet. Mobile and computer-related data is not available for P2-11 or P12-17. Internet-Connected Device = devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. (inclusive of smart TV app usage). Charts exclude reach for DVD/Blu-ray devices. 11


88%(41:03)

6%(2:48)

1%(0:27)

1%(0:34)

2%(1:04)

2%(0:39)

P50-64

79%(31:33)

9%(3:31)

4%(1:36)

2%(0:49)

4%(1:35)

2%(0:50)

P18+

93%(50:32)

3%(1:50)

0%(0:09)

1%(0:19)

1%(0:37)

1%(0:37)

P65+

51%(14:03)

17%(4:44)

13%(3:38)4%

(1:12)

10%(2:42)

4%(0:59)

P18-34

% Share Of Weekly “Time Spent” By Video Device – 4Q ’18(Hrs:Mins Among U.S. Population)

Television Accounts For A Majority Share Of ‘Time Spent’ With Video, Dominating Consumer Attention Across All Demographics

65%(14:13)

23%(5:02)

12%(2:44)

P2-11

TV (Live + Time-Shifted TV) Internet Connected Device Game Console Video on a Computer Video on a Smartphone Video on Tablet

57%(9:24)

19%(3:07)

24%(3:55)

P12-17

74%(26:46)

12%(4:15)

4%(1:34)

3%(1:00)

4%(1:35)

3%(1:02)

P35-49

Source: VAB analysis of data from the Nielsen Total Audience Report Q4 2018; based on hours:minutes among population; reach based on video-focused app/web use for Smartphone, Computer and Tablet. Mobile and computer-related data is not available for P2-11 or P12-17. Only includes video capable platforms. Internet-Connected Device = devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. (inclusive of smart TV app usage). Charts exclude time spent with DVD/Blue-ray devices. 12


46,902,455

8,473,661

17,864,063

1,214,063 2,353,795 941,518 1,238,839 222,991

Live + Time-Shifted

TV

TV-Connected

Devices

Radio Video on a

Computer

Video Focused

App/Web on a

Smartphone

Streaming Audio

on a Smartphone

Video Focused

App/Web on a

Tablet

Streaming Audio

on a Tablet

Average Minute Audience: Adults 18+

Q4 ‘18

Source: VAB analysis of Nielsen Total Audience Report Q4 2018; Data based on weekly time spent averages among U.S. population in Q4 2018, P18+.

PC Smartphone Tablet

Almost 47 Million Adults 18+ Are Watching TV In Any Given Minute


6,182,000

3,908,667 4,150,667

528,000

1,188,000

440,000 432,66780,667

Live + Time-Shifted

TV

TV-Connected

Devices

Radio Video on a

Computer

Video Focused

App/Web on a

Smartphone

Streaming Audio

on a Smartphone

Video Focused

App/Web on a

Tablet

Streaming Audio

on a Tablet

Average Minute Audience: Adults 18-34

Q4 ‘18

Source: VAB analysis of Nielsen Total Audience Report Q4 2018; Data based on weekly time spent averages among U.S. population in Q4 2018, P18-34.

PC Smartphone Tablet

Over Six Million Millennials Are Watching TV In Any Given Minute


4th Quarter Holiday TV Viewing Habits

Source: VAB analysis of Nielsen Npower R+F Time Period Report, Live+SD, Total Day, broadcast + cable TV, based on 2018 dates, Live+SD.

Thanksgiving (Thursday)

Other Thursdays

PP Change

Christmas Eve

(Monday)

Other Mondays

PP Change

Christmas Day

(Tuesday)

OtherTuesdays

PP Change

New Year’s Eve

(Monday)

Other Mondays

PP Change

HHs 76% 81% -5% 74% 80% -6% 74% 80% -6% 78% 79% -1%

P13-17 41% 32% +9% 38% 33% +5% 39% 30% +9% 39% 33% +6%

P18-24 37% 30% +7% 33% 31% +2% 36% 29% +7% 33% 31% +2%

P25-34 46% 45% +1% 40% 45% -5% 43% 43% - 45% 44% +1%

P35-49 64% 65% -1% 60% 65% -5% 62% 63% -1% 65% 64% +1%

“Other” Day = Average of other similar weekdays (i.e: Thursdays or Mondays) in the holiday month

% Ad-Supported TV Daily Reach (Total Day)Live+SD

Daily TV Reach Among Younger Demos Is Higher On Popular Q4 Holidays Than On Comparable Days Within The Same Month


Thanksgiving Day(November)

Christmas Eve(December)

New Year’s Eve(December)

Christmas Day(December)

Source: VAB analysis of Nielsen Npower R+F Time Period Report, Live+SD, Total Day, broadcast + cable TV, based on standard calendar months in 2018.

% Ad-Supported TV Daily Time Spent (Total Day)Live+SD (Hrs:Mins)

People Tend To Watch Much More Ad-Supported TV On Most Q4 Holidays Than On Other Comparable Days In The Same Month

Thanksgiving Day(November)

Christmas Eve(December)

New Year’s Eve(December)

Christmas Day(December)

Thanksgiving (Thursday)

Other Thursdays

ChangeChristmas

Eve (Monday)

Other Mondays

ChangeChristmas

Day (Tuesday)

OtherTuesdays

ChangeNew Year’s

Eve (Monday)

Other Mondays

Change

HHs 9:01 7:56 +1:05 8:12 8:09 +0:04 8:18 7:52 +0:26 8:30 8:04 +0:26

P13-17 3:07 2:05 +1:02 2:31 2:15 +0:07 2:42 2:09 +0:33 2:39 2:13 +0:27

P18-24 3:38 2:53 +0:45 2:58 3:04 -0:06 3:26 2:54 +0:32 3:12 3:01 +0:11

P25-34 4:12 3:20 +0:52 3:36 3:27 +0:09 3:47 3:14 +0:33 3:42 3:26 +0:17

P35-49 5:24 4:09 +1:15 4:36 4:21 +0:15 4:58 4:06 +0:51 4:44 4:19 +0:25

“Other” Day = Average of other similar weekdays (i.e: Thursday or Mondays) in the holiday month


Ad-Supported Multiscreen TV Brands: Well-Positioned To Extend Reach Through Digital Platforms

Source: VAB analysis of comScore MediaMetrix Audience Duplication, mobile only, unique visitors; P18+, P18-49, and P50+, 2017 and 2018 averages by Q4 months (October-December). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs.

Ad-Supported TV-Branded Digital Platforms Collectively Grew Their Average Monthly Unique Mobile Reach To Over 200 Million Adults in Q4 2018

197,691

125,838

71,853

207,815

127,979

79,836

P18+ P18-49 P50+

Ad-Supported TV-Branded Platforms’ Mobile Reach: YoY Q4 Comparison

Based on Monthly Average During Q4

Oct - Dec '17 Oct - Dec '18

+5%

+2%

+11%

Monthly average Monthly average


Source: VAB analysis of comScore MediaMetrix Audience Duplication, mobile only, total minutes (MM); P18+, P18-49, and P50+, 2017 and 2018 averages by Q4 months (October-December). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs.

Total Minutes Spent On Ad-Supported TV-Branded Mobile Platforms During Q4 Increased Across Major Demos YoY

58,702

37,937

20,765

63,439

39,057

24,382

P18+ P18-49 P50+

Ad-Supported TV-Branded Platforms’ Mobile ‘Time Spent’: YoY Q4 Comparison

Based on Monthly Average ‘Total Minutes (MM)’ During Q4

Oct - Dec '17 Oct - Dec '18

+8%

+3%

+17%

Monthly average Monthly average


Source: VAB analysis of comScore MediaMetrix Key Measures multiplatform (desktop + mobile) data, December 2018; P18+. VAB analysis of Nielsen R&F Time Period Report, Live + SD, Total Day. December 1-31, 2018; P18+. “Average Audience” is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. comScore MediaMetrixdata includes all visitor activity except for mobile video.

P18+ Average Audience (000)

8x more P18+ are watching ad-supported TV content than are on YouTube in any given minute

12x more P18+ are watching ad-supported TV content than are on Facebook in any given minute

“Average Audience” During Any Given Minute Highlights The Engagement Gap Between Multiscreen TV & Digital Platforms Among Adults

36,227

4,400 2,904

1,665 1,562 1,433 949 656 461 381 176 112 104 66 61 51 35 27 25 13

TV Brands YouTube Facebook Spotify Google Pandora Instagram Snapchat Yahoo Amazon iHeartRadio Aol reddit WhatsApp LinkedIn VEVO Indeed Washington PostBuzzFeed Pinterest

Mu

ltis

cre

en

(T

V +

on

line

)


Source: VAB analysis of comScore MediaMetrix Key Measures multiplatform (desktop + mobile) data, December 2018; P18-34. VAB analysis of Nielsen R&F Time Period Report, Live + SD, Total Day. December 1-31 2018; P18-34. “Average Audience” is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. comScore MediaMetrixdata includes all visitor activity except for mobile video.

Almost 2x more P18-34 are watching ad-supported TV content than are on YouTube in any given minute

5x more P18-34 are watching ad-supported TV content than are on Facebook in any given minute

“Average Audience” During Any Given Minute Highlights The Engagement Gap Between Multiscreen TV & Digital Platforms Among Millennials

P18-34 Average Audience (000)4,235

2,319

1,130

817 590 573 570 552

119 112 84 78 55 31 31 28 17 16 9 3

TV Brands YouTube Spotify Facebook Pandora Snapchat Instagram Google Twitch Amazon Twitter reddit Yahoo WhatsApp iHeartRadio VEVO LinkedIn Buzzfeed Aol Pinterest

Mu

ltis

cre

en

(T

V +

on

line

)


23

Ad-Supported TV Brands Represent Some Of The Most Popular Digital Content

Total Audience

Sports ComedyNews HomeWeatherBusiness &

Financial News FoodKids

Source: VAB analysis of comScore Media Metrix Key Measures multi-platform (desktop + mobile) data, December 2018, based on categories (top 5 rankings based on “Total Minutes Viewed”). Total Audience = (Desktop P2+, Mobile 18+)

Ad-Supported TV Brands That Rank In The Top 5 Digital Platforms By Major Content Genre

P18-24

P25-34

P35-49

P50+


Cinema Highlight Reel:Growing Audiences With A Strong Millennial Composition

Source: VAB Analysis of Nielsen National Cinema Audience Report, October-December 2017 & October-December 2018, Admissions cumed across months in period

Total (P2+) Q4 Cinema Admissions Were Up +7% YoY In 2018; With Increases Against All Major Demos

31

15

137

89

2333

21

141

94

28

P2-11 P12-17 P18-34 P35-64 P55+

Cinema Admissions by Demo: YoY Q4 Comparisonin Millions

Oct-Dec 2017 Oct-Dec 2018

+39%

+6%+25%

25

+2%

+6%


Source: VAB Analysis of Nielsen National Cinema Audience Report, October-December 2018, Composition based on P18+ admissions; VAB analysis of comScore MediaMetrix Media Trend, Total Digital Population, October-December 2018, Total Internet, Composition based on P18+ reach composition average from October-December 2018.

Similar To Other Time Periods Throughout The Year, Cinema Is A Much More Millennial-Targeted Platform Than Online Media During The 4th

Quarter

26

57% 43%

P18-34 P35+

Demographic Composition By PlatformP18+, October - December 2018

Cinema

33% 67%

P18-34 P35+

Online


Contact Us

Reed KielySenior Multiplatform Video Analyst

[email protected]

Leah Montner-DixonSenior Multiplatform Video Analyst [email protected]

Join Our Email List

@VABIntelVAB

https://www.linkedin.com/company/videoadvertisingbureauvab/

https://twitter.com/videoadbureau

https://www.thevab.com/mailing-list/

Appendix I – Major Ethnicities’ Device Usage

87%

39%

15%

24%

63%

28%

89%

35%

16%

22%

69%

29%

87%

43%

17%21%

69%

28%

71%

47%

12%

32%

67%

30%

Live+Time-Shifted TV Internet Connected Device Game Console Video on a Computer Video Focused App/Web on a

Smartphone

Video Focused App/Web on a

TabletTotal Black Hispanic Asian American

Television Is The Leading Device For Video Reach Across All Major Ethnicities

P18+ Average Weekly Reach

4Q ‘18

Source: Nielsen Total Audience Report, Q4 2018. TV includes time-shifted TV. Internet-Connected Device = devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. (inclusive of smart TV app usage). Charts exclude reach for DVD/Blu-ray devices. 29


31:33

3:311:36 0:49 1:35 0:50

43:38

3:591:55 0:55

2:380:49

22:17

3:541:33 0:58

2:14 1:19

15:28

4:23

0:56 1:04 1:30 0:50

Live+Time-Shifted TV Internet Connected Device Game Console Video on a Computer Video Focused App/Web on a

Smartphone

Video Focused App/Web on a

Tablet

Composite Black Hispanic Asian

Television Also Dominates Video “Time & Attention” Across All Major Ethnicities

P18+ Average Weekly “Time Spent” – 4Q ‘18(Hrs:Mins Among U.S. Population)

Source: Nielsen Total Audience Report Q4 2018, hours:minutes among users, P18+. Internet-Connected Device = devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. (inclusive of smart TV app usage). Charts exclude reach for DVD/Blu-ray devices. 30


Appendix II – Live vs. Time-Shifted TV Viewing

31

The Vast Majority Of TV Viewing Across All Major Demos Is Watched “Live”

Source: VAB analysis of Nielsen Total Audience Report Q4 2018; based on U.S. population.

Average Weekly TV Time Spent: “Live” vs. “Time-Shifted” Viewing4Q '18

88% 88% 88% 88% 88% 85% 88% 89%

12% 12% 12% 12% 12% 15% 12% 11%

P2+ P2-11 P12-17 P18+ P18-34 P35-49 P50-64 P65+

% "Live" TV % Time-Shifted TV


Each Of The Major Ethnicities Watch The Vast Majority Of Their TV Viewing “Live”

Source: VAB analysis of data from the Nielsen Total Audience Report Q4 2018; based on U.S. population.

P18+ Average Weekly TV Time Spent: “Live” vs. “Time-Shifted” Viewing4Q ‘18

88% 92% 90% 89%

12% 8% 10% 11%

Composite Black Hispanic Asian

% "Live" TV % Time-Shifted TV


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