miptv 2012 eurodata panorama of worldwide tv consumption whitepaper

8/2/2019 Miptv 2012 Eurodata Panorama of Worldwide Tv Consumption Whitepaper

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Cannes, France

www.mipworld.com

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April 2012

Television scores in 2011!A panorama of worldwide TV consumption

By Amandine Cassi, Eurodata TV Worldwide(France)


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More channels, more choice, more time in front of the TV


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Households around the world are becoming better and better provided with TV sets and otherequipment that encourages TV consumption.

The variety of screens is increasing, from the smallest to the largest, matching different levels ofcomfort for different consumption times or types of content. Smartphones and tablets are becomingthe new small screens and are multiplying the occasions to watch content, especially TV content.

According to GFK, 20 million smartphones have been sold in Great Britain and in Germany during2011, 10 million in France andalmost 8 million in Italy and Spain.

Still in 2011, the number of tablets sold in the United Kingdom was four times higher than in 2010 withmore than 4 million units. In Germany and France this figure stands at about 2 million.

A multiplication of new screens

Source: Eurodata TV Worldwide / GfK

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In the mean time, the transition from analogue to digital signal has indeed boosted television sales,while new developments in image quality and content have made TV even more attractive. Accordingto GFK, more than 7 million full HD TV sets were bought in Germany in 2011, 100 times more thanfive years ago.

A multiplication of new screens

Source: Eurodata TV Worldwide / GfK

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This proliferation of screens supports an increasing thirst for content, and while small screens such as phones andtablets are devised for individual consumption, the "big television screen offers comfort and the opportunity to gatherwith family.

In 2011, the average worldwide daily viewing time stood at 3 hours and 16 minutes per person per day, a progressionof 6 minutes in comparison with 2010. This progression was notably supported by Asia and especially China, whichregistered a strong growth of +12 minutes in one year.

supporting TV consumption

* In the Middle East, only Israel

and Lebanon have people meter

systems.

Source: Eurodata TV Worldwide /

Relevant Partners All rights

reserved


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Daily viewing time per individual on the all individuals target

The averages are weighted according to the size of the universe.This growth has become part of the times, witha 20 minute increase in ten years on aconstant 50 country scope from 3h31 in 2001to 3h51 in 2011, and is also confirmed inmature markets with significant increasesreported in several European countries in2011.

In France and Italy, where the time-shiftedviewing measurement was introduced lastyear, the daily viewing time rose sharply, with+15 minutes and +7 minutes growth,respectively.

In Spain, the last major European TV marketwith no time-shifted viewing measurement, TV

consumption grew by 5 minutes. In the UnitedKingdom and in the United States, the dailyviewing times remained quite steady butstayed above 4 hours a day.

This growth becomes part of the times

Mega Panel Eurodata TV (50 territories): Austria, North Belgium, South Belgium, Bosnia-Herzegovina, Bulgaria,

Canada, Croatia, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, Indonesia,

Ireland, Israel, Italy, Japan, South Korea, Lebanon, Malaysia, Mexico, Holland, New Zealand, Norway, Philippines,

Poland, Portugal, Romania, Russia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland (French,

German, Italian) Taiwan, Thailand, Turkey, Ukraine, UK, US, Venezuela, Vietnam, (2010 & 2011 Singapore excluded)

Source: Eurodata TV Worldwide / Relevant Partners

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Despite new media choices, television is still number one with young adults. After an exceptional year in 2010, verygood results regarding young adults TV consumption habits were also recorded in 2011. Despite being more likely tobe attracted by other media, especially the Internet, than older audiences, TV remains their favorite media. This trendis clearly confirmed in European countries. In the United States, in spite of a slight decrease, 15-24 year olds spent 3hours and 32 minutes a day in front of their TV screens in 2011, i.e. the equivalent of the time spent watchingtelevision in France across the whole population in 2010!

Television, still number one with young adults

Average Daily Viewing Time (2009 2011)

Results based on consolidated ratings in Germany, France, the UK and Italy (since May 2011 for the latter).

Time shifted viewing not measured in Spain. Results based on Live (DVR Playblack included) in the USA

Source: Eurodata TV Worldwide / Mediametrie (France) / BARB (UK) / AGF/GfK Fernsehforschung (Germany) /

Auditel (Italy) / Kantar Media (Spain) /Nielsen Media Research (USA)

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The expansion of the channel offer, reinforced by the analogue switch-off, is an extra motivation to consumetelevision. In Spain, for example, the market share of those channels other than the historic analogue selection hasgrown from 9% in 2001 to nearly 47% ten years later. This is nearly the same level as in the UK, where thesechannels already enjoyed a share of 20% in 2001.

In France, 2011 was the last year for mixed analogue and digital TV, and the non-historical channels already reacheda share of almost 35%, showing strong potential for further development over the next few years. In Italy and the UK,the switch off is scheduled for the end of the year.

The situation is quite different in theNetherlands and Germany. As bothcountries already had extended channeloffers via cable or satellite, German andDutch people have been used to a widerange of TV channels. In the Netherlands,analogue switch-off occurred in 2006 but it

seems historical channels have been largelysuccessful in resisting the growth of newchallengers.

An ever-growing channel offer

Evolution of the audience share of the challengers(all except the historic channels*)

* Historic Leaders: Germany : ARD 3, ARD 1, ZDF, RTL, Sat1, Pro7 / France : TF1,

France 2, France 3, M6, France 5/Arte, Canal+ / Spain : La1, La2, Tele5, Antena 3,

regional channels FORTA / Italy : Rai Uno, Canale 5, Italia 1, Rai Due, Rai Tre, Rete

4, La Sette (La Sette replaced TMC le 24 June 2001) / Netherlands : Nederland 1,

Nederland 2, Nederland 3, RTL4, RTL5, RTL7 (ex Yorin), SBS6, Net5, Veronica (ex

V8) / UK (high definition included where measured) : BBC1, ITV1, Channel 4, BBC2,

Five.

Source: Eurodata TV Worldwide / Mediametrie (France) / BARB (UK) / AGF/GfK

Fernsehforschung (Germany) / Auditel (Italy) / Kantar Media (Spain) / Stichting KijkOnderzoek(Netherlands) All rights reserved



A wider choice of channels and content naturally drives viewers to want more control over what they watch and when.In the UK, one household in two is equipped with a personal video recorder (PVR), while in Australia this proportionrises to 44%, 11 points higher than just one year ago.

Digital recording devices encourage time-shifted viewing, consumption of which adds 11% to daily viewing times inthe US and 10% in the UK, a contribution that has multiplied by 8 in six years.

In France, where only one third of TV households are equipped with a PVR, the contribution of time-shifted viewingis modest, adding just 3% to daily viewing timesa proportion which naturally doubles if we focus on PVR-equippedhouseholds only.

Sport matches, news or political showsand variety shows, which all encouragecommentary on social media, are morelikely to be consumed live, while fictionlends itself more to time-shifted viewing.Fiction programmes represent almost50% of time-shifted viewing consumption

in the USA, UK and France, peaking at63% of time-shifted viewing in Finland. Inthe US, the popular comedy seriesModern Familygained no less than 5.7million viewers for the episode broadcaston November, 23rd 2011, which attracted12.7 million viewers live.

A desire for greater control

Source: Eurodata TV Worldwide / Nielsen Media Research (USA) / BARB / Mdiamtrie All rights reserved



The increase in daily viewing time means that moments that were spent on other leisure activities are now beingdedicated to TV. This includes times of day that do not traditionally attract large audiences outside of primetime,including morning programmes, extended primetime and special events. In the past ten years, the occasions forwatching television have only grown. In 2011, it remains the only medium to mobilize a massive audience and breakratings records, even at unpromising times of day.

TV in life

2001(2002 United Kingdom)

2011

Based on consolidated audience(where time shifted viewing measured),Monday to Friday, All individuals

Source: Eurodata TV Worldwide / Mediametrie / BARB / AGF/GfK Fernsehforschung All rights reserved



Another time and way to watch television is via the Internet. Streamed web television gathers a complementaryaudience for linear television that, far from cannibalizing regular TV consumption, is in fact supporting it. Inthe Netherlands for instance, the TV audience obviously correlates with the increase of the web TV audience.

Thus, The Voice of Holland, the third-best performing programme on web television, saw its number of streamsincrease by 35% compared to 2010 while its TV audience doubled.

Streaming: a complementary audience

Source : Eurodata TV Worldwide / Stichting KijkOnderzoek All Rights Reserved

Top five best web audiences in the Netherlands

2011 vs 2010 (in brackets)Total Individuals Universe: 15,249,000



In France and the US, three quarters of all web users watch video on the computer, and 7/10 in the UK. Youngaudiences are particularly interested in watching video content online; people aged 12 to 24 years old in the UK watchalmost 9 hours of video content per person per month. TV is still the number one medium for young audiences butthere is significant potential for the computer screen on this particular target. TV channels in the US represent lessthan 5% of the global video offer on the Internet as YouTube, Netflix and Hulu are the main providers for TV content.In Europe however, TV channels, mainly historical channels such as TF1, M6 and Canal+ in France or BBC andChannel 4 in the UK, play a major role in providing video content on the Internet.

The Internet : a potential for growth for TV channels

Source : Mediametrie//NetRatings Video

measure December 2011 All sites ofconnection - Ad how categorisation of all

players Base : 2 years+

Source : Nielsen Video Census UK

January 2012 Home&Work Ad hoc

categorisation of the top 20- Base : 2 years+

Source : Nielsen Video Census USA January 2012 All site of connection Ad hoc

categorisation of the top 20 - Base : 2 years+



Television gets people together



Content is the uncontested driver of TV consumption throughout the world. It is the primary motive to tune in or goonline. However, while internet consumption still remains largely individual, television is a collective medium thatgathers the largest audiences. While international formats are traveling fast, local content and preferences prevail.

In 2011, the audience record wasonce again broken in China with theChinese New Year celebrations,

which united nearly 203 millionviewers in front of their screens. Inthe United States, more than 111million American viewers watched theSuper Bowl in 2011. Apart fromChina and the US, the third largestaudience was achieved by the long-running German game show WettenDass?with more than 14.8 millionviewers.

Content, the uncontested driver of TV consumption


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Best audiences of 2011, by genre



Looking at the 10 top ranking shows (excluding sports) in 70 territories, fiction took back its place as the top genre thisyear, representing 41% of the best performing programmes. Series were especially popular, accounting for 69% ofthe fiction entries in the top rankings, nine points up from 2010; this success was notably driven by local productions.

Entertainment accounts for 38% of the top 10 rankings with all countries combined. Events such as The EurovisionSong Contestand reality shows are the main drivers of the genre.

Factual programmes benefited from the exciting news headlines of 2011, television being the first entry point forinformation. News bulletins represented 63% of the factual programmes appearing in top rankings in 2011, an

increase of 10 points in comparison with 2010.

Worldwide top rankings: more news, more series

Top 10 programs in 2011 (excluding sport) by genre(based on the number of occurrences in %) - 70 Territories included


Relevant Partners All Right

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2011, the year of live TV



In a year packed with newsworthy events, television was able to establish itself like never before as the source for liveand exclusive material.

In Japan, four out of the 10 top programmes were news;three of them aired during the week of the Fukushimadisaster. Another example is the information channel RaiNews in Italy, which tripled its audience in a year. InFrance, news programmes were particularly powerful

during the Dominique Strauss-Kahn scandal that alsohelped specialized news channels such as BFM TV,which increased its audience by 56% in a year.

On TF1, the exclusive first interview with DSK after histrial drew 12.5 million viewers and a share of 44.4% in

September. On a more lighthearted note, The RoyalWedding in the UK gathered 13.6 million viewers onBBC One at 8am. In France, the final of the RugbyWorld Cup took the top place in the years ranking with15.4 million viewers at 10am.

Television, the source for live and exclusive content

Evolution of channel market share (2011 vs 2010)

Source: Eurodata TV Worldwide / AGF/GfK Fernsehforschung (Germany) / BARB (UK) / Nielsen Media Research (USA) /

BBM (Canada) / Kantar Media (Spain) / Mediametrie (France) / Auditel (Italy) All Right Reserved



Seeking talent



On the entertainment front, the success of formats has confirmed itself thanks to the continuing hunger for local andregional content. Singing and dancing formats travel the fastest as music is at the core of every culture around theglobe and brings together all generations.

The Eurovision Song Contest appears 18 times in the international programme rankings. The long-runningEuropean event is especially popular in Northern & Eastern Europe. In Iceland, the finale drew in almost 70% of thepopulation, and a 99.1% share. In Greece, one third of the population watched the finale and achieved more than70% share.

This year, talent quest musical formats remain thebrands which are most widely exported and whichgathered the best audiences. Got Talent appearsamong the top 10 programmes in 11 different countries,Idol occurs in the rankings of eight countries, StrictlyCome Dancingin seven and X Factorin five. The latter

was launched in the US last September and even if itdoes not figure in the annual top 10 ranking, itsignificantly boosted Foxs audience in primetime.

Formats: unstoppable success

Number of Appearances in the Top 10s70 countires in 2011 (baased on best episode, excluding sport)

* In brackets, 2010 information


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The most recent international phenomenon, The Voice, imposed itself among the top tenshows of the Netherlands, Bulgaria and Denmark and ignited ratings in many other countriessuch as Germany, Israel, Turkey and more recently France. In the Netherlands, the kidsversion is already a success and Talpa announced it as a flagship show to be presentedduring MIPTV 2012.

Globally, new formats in 2011 tended to have a generally positive feel, in counterbalance to the often frightening

images viewers found on the news. Reality TV is still doing well and looks set to continue to do so for the foreseeablefuture. Over the last ten years, the genre has managed to reinvent itself continuously as illustrated by the currenttrend for scripted / constructed reality. Among the newest titles from this genre, Day & Night (All3MediaInternational) is one of the most emblematic. This 120-episode daily reality soap features young people who share anapartment in Berlin.

It started discreetly on RTLII, and quickly gained popularity on Facebook, getting more than 1million fans in a few weeks. Over the 120 episodes, the show doubled its share with people

14-49, and globally improved the channels share by 40% with the same demo.

2011, feel-good formats


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and alternative blockbusters


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US productions continue to export well and fill up programming grids. However, alternative territories are gainingground when it comes to fiction at the expense of the US series. While five years ago, the C.S.Ifranchise, DesperateHousewives, Greys Anatomyand House(to name only a few) flooded the international top rankings, in 2011 onlyHouseappeared in more than one country (Canada and France) as well as the American sitcom Two and a HalfMen, which figures in the US top rankings but also those of Australia, English-speaking Canada and Italian-speakingSwitzerland.

The end of US dominance in fiction

* In brackets, 2010 information

Number of Appearances in the Top 10s70 countires in 2011 (baased on best episode, excluding sport)


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Emergence of alternative international suppliers

In the meantime, Turkish series continue to thrive internationally, such as Akve Ceza, a local success which finds itself among the most popular broadcastsin Bosnia Herzegovina, Croatia and Macedonia. Magnificent Century, basedon events that occurred during the reign of Sleyman I, also known asSuleyman the Magnificent, created quite a stir in the Turkish media andreceived great criticism for allegedly portraying the Ottoman dynasty as bothindecent and hedonistic. The series was sold to more than 40 countries.

British series are also extending their status worldwide, both in Europe and inthe United States. In 2011, Downton Abbey was critically acclaimed andignited the ratings internationally: it appeared in the annual Top 10 in theUnited Kingdom and Australia, and particularly boosted broadcasters ratings inSpain, Sweden and in the US on PBSs Masterpiece slot. Another Britishseries unveiled in 2012 on BBC1 is also commanding attention: Call theMidwife. This drama, set in London's East End during the 1950s, based on thememoirs of Jennifer Worth, portrays a newly qualified midwife as she beginsher career alongside an order of nursing nuns. The six-episode series

culminated in more than 11 million viewers for the last episode, breakingrecords on BBC1.

Source: Eurodata TV Worldwide / Relevant Partners / NOTA

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The spread of international co-productions

While national productions still enjoy the lions share of the national top rankings, weare nonetheless witnessing a spread of international co-productions that opens upnew possibilities for the future of TV. In 2011, Borgia, The Bridgeand Death inParadise were among the best performing international co-productions. In 2012,Lilyhammer, a Norwegian-American television series, stars a New York gangstertrying to start a new life in far away Lillehammer, Norway. This seven episode seriesco-produced by the Norwegian pubcaster and Netflix achieved shares above 55%.

One of the most anticipated miniseries to be premiered during MIPTV was JulianFellowessTitanic, an international co-production by ITV and Deep Indigo, SiennaFilms and Mid-Atlantic Films (UK / Canada / Hungary).

Source: Eurodata TV Worldwide / Relevant Partners / NOTA

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Brands make the difference!

In ten years, international TV landscapes have changed dramatically due to the proliferation of new channels, newcontent and new media. Viewer engagement and loyalty are at the core of broadcasters strategies. To make thedifference and stand out from the crowd, content need to resonate with local audiences and to bring a global and/ordual-screen experience. Indeed, the fragmentation of channel market share is also noticeable with programmes.Among a constant panel of 48 territories, in 2001, 11 shows gathered more than 50% of the population. None of themmanage to reach that level of audience in 2011. In the meantime, the proportion of shows that gathered between 10%and 20% of the population doubled in ten years.

Mega Panel Eurodata TV (48 territories): Austria, NorthBelgium, South Belgium, Bosnia-Herzegovina, Bulgaria,

Canada, Croatia, Cyprus, Czech Republic, Denmark,Finland, France, Germany, Greece, Hong Kong, Hungary,

Indonesia, Ireland, Israel, Italy, Japan, South Korea,Lebanon, Malaysia,, Holland, New Zealand, Norway,

Philippines, Poland, Portugal, Romania, Russia,Singapore, Slovakia, Slovenia, South Africa, Spain,

Sweden, Switzerland (French, German, Italian) Taiwan,Thailand, Turkey, Ukraine, UK, US, Venezuela, Vietnam,

(2010 & 2011 Singapore excluded).

2011 vs 2001 rankings, repartition of occurrences by rating%


Relevant Partners

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A few titles gather the largest audiences

In 2001, several titles broadcast on a small selection of channels gathered very large audiences. In 2011, only a fewtitles proposed across a much wider choice of channels managed to maintain these very high ratings. Strong brandsand properties such as The Eurovision Song Contest, the Super Bowl, and previously mentioned talent questformats such as X Factor, Got Talentor The Voicemanaged to draw in the largest audience.

Efficient brand and multiscreen strategies have become necessary to maintain a strong audience and tostand out among the variety of TV channels and video content providers on the Internet.


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One television year in the world

This analysis is based on the One TV Year in the World: 2012Edition by Eurodata TV Worldwide. The survey reviews theconsumption of television worldwide in 2011 and audiencesuccesses in more than 80 countries and 100 territories.

The 19th edition brings overall results and key evolutions in the marketssurveyed.

The Report features :

> Annual daily viewing time per individual

> Audience shares for all channels (total day & primetime)

> Channel genre, status and their technical penetration

> Audience measurement and TV distribution information

> Ranking of the best watched TV shows


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This report is brought to you by MIPTV/MIPCOM

MIPTV & MIPCOM are the worlds leading contentmarkets for creating, co-producing, buying, selling,

financing and distributing entertainment & TVprogrammes across all platforms.

MIPTV & MIPCOM take place every April andOctober respectively, bringing together over12,000 professionals from 100 countries.

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About the author

Created by Mdiamtrie, Eurodata TV Worldwide distributes programming and audience

information based on its partnership with national institutes operating people meter systemsthroughout the world. Today, Eurodata TV Worldwides database contains more than 3,000channels in more than 80 countries and provides an exhaustive amount of daily programmeinformation including: content, production, international distribution and the audience levels fortarget programmes, with all data emanating directly from the relevant authorized institute basedin each country around the world. This data provides a range of services which help in thedecision-making process of international media professionals. For more information, pleasecontact [email protected].
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