new zealand multi-screen report - nielsen€¦ · broadcast tv (live, as live and time-shift...

1Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

NEW ZEALAND MULTI-SCREEN REPORTQUARTER 1 2017

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.


TV AND VIDEO CONTENT ACROSS MULTIPLE

SCREENS


TV VIEWING MAINTAINS ITS POPULARITYOn average, 77% of Kiwis (aged 10+) watch broadcast TV each week1 (3.1 million people) and this increases to 87% across each month2. Weekly viewers spend more than 21.5 hours watching broadcast TV across an average week – over six hours more than Internet users spend online per week3.

Around three-in-five (58%) people have a PVR in their home – A level that has grown from 54% since Quarter 1 2016. PVR ownership is a significant driver of TV viewing – consumers who own a PVR are more likely to view TV every day4 than a person without one.

PEOPLE SPEND 41% MORE TIME VIEWING BROADCAST TV CONTENT EACH WEEK THAN INTERNET USERS SPEND ONLINE

1Television Audience Measurement (TAM), Average Weekly Cumulative Reach 1st Jan – 1st Apr 2017, All People 10+2Television Audience Measurement (TAM), Average Monthly Cumulative Reach 1st Jan – 31st Mar 2017, All People 10+3Nielsen Consumer and Media Insights, Q1 – Q4 2016, All People 10+4Television Audience Measurement (TAM), 1st Jan 2016 – 31st Mar 2017, All People 5+

BROADCAST TV REACHES 77% OF PEOPLE IN AN AVERAGE WEEK

I


BROADCAST TV AVERAGE DAILY REACH BY AGE AND PVR OWNERSHIP

SHARE OF ALL DAY FOR LIVE, AS LIVE AND TIME-SHIFTED VIEWING

Nielsen Television Audience Measurement, Q1 2017

Nielsen Television Audience Measurement, All people 5+

50% 41%

32%

43%

64%

76% 80%

65%

44% 46%

64%

79% 80% 88%

5+ 5-14 15-29 30-44 45-59 60-74 75+

NO PVR IN HOME HAVE PVR IN HOME

Despite over half of individuals who own PVR’s, the overwhelming majority of broadcast TV engagement is still live (90%) and this trend has remained relatively stable since measurement commenced in 20125.

80% 80% 88%

91% 90% 90% 89% 90% 91% 91% 91% 90% 90%

4% 5% 4% 5% 5% 4% 4% 4% 5% 5% 5%

91%

4% 5%

91%

4% 5%

90%

4% 5% 5% 6% 6% 5% 5% 5% 5% 5% 5%

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017

TIME SHIFT AS LIVE LIVE

5Television Audience Measurement (TAM), 15th Jan 2012 – 31st Mar 2017, All People 5+


90% OF BROADCAST TV VIEWING IS SPENT WATCHING LIVE CONTENT

Consumers aged 45-59 have the highest proportion of time-shift viewing (13%); while those aged 75+ have the least at 7%. Across all age groups, live viewing is still the most dominant viewing behaviour6.

SHARE OF AS LIVE AND TIME-SHIFTED VIEWING BY AGE GROUPS (ALL DAY)

10% 9%

10% 9%

13%

9%

7%

05+ 5-14 15-29 30-44 45-59 60-74 75+


6Television Audience Measurement (TAM), Q1 2017, All People 5+


WE CONTINUE TO SOCIALISE WHILE WATCHING TVTelevision viewing continues to be a social activity. While more New Zealanders watch TV on their own, the proportion that watch TV with at least one other person7 has remained fairly steady.

SHARE OF TIME SPENT WATCHING BROADCAST TV ALONE/WITH SOMEONE ELSE

44%

45% 47%

47%

47% 49%

50%

47%

45% 49%

47%

44% 46% 49%

49%

47%

46% 49%

48%

48%

46% 48%

48%

45%

44%

56%

55% 53%

53%

53% 51%

50%

53%

55% 51%

53%

56% 54% 51%

51%

53%

54% 51%

52%

52%

54% 52%

52%

55%

56%

Q1 20

11

Q2 20

11

Q3 20

11

Q4 20

11

Q1 20

12

Q2 20

12

Q3 20

12

Q4 20

12

Q1 20

13

Q2 20

13

Q3 20

13

Q4 20

13

Q1 20

14

Q2 20

14

Q3 20

14

Q4 20

14

Q1 20

15

Q2 20

15

Q3 20

15

Q4 20

15

Q1 20

16

Q2 20

16

Q3 20

16

Q4 20

16

Q1 20

17

VIEWING BROADCAST TV ALONE VIEWING BROADCAST TV WITH SOMEONE ELSE

Nielsen Television Audience Measurement, All people 5+

Two-person households and those with four or more people are more likely to view television as a shared event; whereas a three-person household is more likely to engage in individual viewing. Interestingly, even those that live alone spend 6% of their viewing time with guests8.

7Television Audience Measurement (TAM), 1st Jan 2011 – 31st Mar 2017, All People 5+8Television Audience Measurement (TAM), Q1 2017, All People 5+


SHARE OF CO-VIEWING BY HOUSEHOLD SIZE (TIME SPENT WATCHING BROADCAST TV WITH SOMEONE ELSE)

SHARE OF FREE-TO-AIR BROADCAST AND 5+ VIEWING TIME

6%

53% 46%

55%

ONE TWO THREE FOUR OR MORE

Nielsen Television Audience Measurement, Q1 2017, All People 5+

Nielsen Television Audience Measurement, Q1 2017, All People 5+*Share of Broadcast Time refers to 6:00am – 12:00am and excludes Plus 1 channels

9Free-To-Air channels include: TVNZ 1*, TVNZ 2*, Three*, PRIME*, Bravo*, Maori TV, Choice TV, HGTV, TVNZ Duke, The Edge TV10Television Audience Measurement (TAM), 1st Jan – 31st Mar 2017, All People 5+

GENRE FAVOURITESIn the first quarter of 2017, reality/drama viewing represented 21% of the total share of viewing on free-to-air channels9, followed by news at 17% and movies at 12%. These three genres have a higher weight when it comes to share of viewing than share of broadcast: they account for 50% of total free-to-air viewing and only 32% of broadcast time10.

23% 3% 5% 8% 3% 4% 4% 1% 48%

21% 17% 12% 8% 8% 8% 5% 5% 16%

SHARE OF BROADCAST TIME*

SHARE OF VIEWING (5+)

OTHER SOAP COMEDY QUIZ/GAME SHOW

DRAMA DOCUMENTARY/INFO MOVIE NEWS REALITY/DRAMA


Share of free-to-air TV genre viewing tends to fluctuate significantly with age: younger people allocate a higher proportion of viewing for movies and comedy, while older people skew more toward news, drama, documentaries and quiz/game shows. Reality/drama programmes tend to have strong appeal11 across all age groups.

SHARE OF FREE-TO-AIR VIEWING BY AGE


11Television Audience Measurement (TAM), 1st Jan – 31st Mar 2017, All People 5+

OTHER SOAP COMEDY QUIZ/GAME SHOW

DRAMA DOCUMENTARY/INFO MOVIE NEWS REALITY/DRAMA

19% 25% 27%

21% 17% 15%

10% 10% 11%

17% 23% 28%

15% 16% 16% 12% 9% 5% 5%

6% 7% 8% 10% 9% 4%

6% 5% 9% 10%

9% 6%

5% 5% 7% 9% 11%

11%

9% 8% 5% 3% 1%

7%

8% 6% 5% 4% 5% 24%

15% 16% 15% 14% 17%

05-14 15-29 30-44 45-59 60-74 75+

9Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 9

HOW KIWIS CATCH UP WITH THE NEWSNew Zealanders are more engaged with news content on free-to-air TV channels than online from both a reach and a time spent perspective. In Q1 2017, more than 3.2 million people watched news programmes on TV each month12. This is around 700,000 more than those that visited New Zealand news brands online in the same period13. Each month, those that watch free-to-air TV news spend 10 hours and 29 minutes keeping up with current events via the TV set14; while the average time spent on New Zealand news websites is 3 hours and 46 minutes per month15.

WHERE PEOPLE GOT NEWS YESTERDAY54%

41%

36%

32%

31%

18%

9%

2%

56%

24%

22%

16%

18%

13%

5%

4%

WATCHED NEWS ON TV (AS THE PROGRAMME AIRED)

LISTENED TO NEWS ON THE RADIO

GOT NEWS ONLINE - VIA PC/LAPTOP/NOTEBOOK

GOT NEWS ONLINE - VIA MOBILE/TABLET

READ A NEWSPAPER

FROM PEOPLE TELLING ME ABOUT MAJOR NEW STORIES

WATCHED NEWS ON TV (DELAYED TRANSMISSION/RECORDED)

OTHER

NEW ZEALANDERS AUSTRALIANS

New Zealand: Nielsen Consumer and Media Insights, Q1 – Q4 2016, All People 14+Australia: Nielsen Consumer and Media View, National Survey 6 2016; All People 14+

12Television Audience Measurement (TAM), 1st Jan – 31st Mar 2017, All People 5+13Nielsen Online Ratings, Q1 2017, All People 2+; New Zealand news websites include: nzherald.co.nz, stuff.co.nz. newshub.co.nz or TVNZ – Total Digital News14Television Audience Measurement (TAM), 1st Jan – 31st Mar 2017, All People 5+15Nielsen Online Ratings, Q1 2017, All People 2+


TV SCREENS HAVE MULTIPLE USESThe television set is still the focus of digital video consumption in the average home. More than six-in-10 watch content on their TV sets each day. These viewers are spending close to five hours daily in front of their TV, a number that has been relatively stable since Quarter 1 2014. Broadcast TV (live, as live and time-shift viewing) continues to represent the biggest proportion (73%) of this time, but other TV set usage has increased and now sits at 1 hour and 18 minutes per day in Quarter 1 201718.

AVERAGE DAILY TIME SPENT USING THE TV SET

Nielsen Television Audience Measurement, All People 5+ that watch TV in an average day

16Nielsen Consumer and Media Insights, Q1 – Q4 2016, All People 14+17Nielsen Consumer and Media View, National Survey 6 2016; All People 14+18Television Audience Measurement (TAM), 15th Jan 2012 – 31st Mar 2017, All People 5+

More than half of all New Zealanders use live TV as their primary news source16. And this trend is similar in Australia17. Kiwis claim to use more news sources than Australians, with more deferring to radio, newspapers and online.

0:30:00 1:00:00 1:30:00

2:00:00 2:30:00 3:00:00 3:30:00 4:00:00 4:30:00 5:00:00 5:30:00

Q1 20

12 Q2

2012

Q3 20

12 Q4

2012

Q1 20

13 Q2

2013

Q3 20

13 Q4

2013

Q1 20

14 Q2

2014

Q3 20

14 Q4

2014

Q1 20

15 Q2

2015

Q3 20

15 Q4

2015

Q1 20

16 Q2

2016

Q3 20

16 Q4

2016

Q1 20

17

OTHER TV SCREEN USAGE TIME SHIFT

OVERNIGHTS

11


THE TV IS THE DOMINANT DEVICE FOR VIDEODEVICES USED TO WATCH TV/VIDEO IN THE LAST SEVEN DAYS86% of people use their TV set in an average week for consuming video content19. The TV set continues to be by far the most used screen. This is followed by desktop/laptop PCs (59%), mobiles phones (50%) and tablets (27%). These devices are also the most widely used for watching video content20, however they have yet to reach the TV set usage levels: for every person that watches video through their mobile phone there are 3.7 people that use the TV set for the same activity. Likewise, for every person watching video content through a tablet, 5.4 are using their TV set.

DEVICE USAGE IN THE LAST 7 DAYS

Nielsen CMI Q1 – Q4 2016, All People 10+*Television Audience Measurement (TAM), Average Weekly Cumulative Reach 3rd Jan – 31st Dec 2016, All People 10+

19Television Audience Measurement (TAM), 1st Jan – 31st Dec 2016, All People 10+20Nielsen Consumer and Media Insights, Q1 – Q4 2016, All People 10+

5%

10%

16%

23%

36%

86%

7%

11%

27%

50%

59%

GAMES CONSOLE

SMART TV/TV THATCONNECTS TO THE

INTERNET

TABLET E.G. IPAD

MOBILE PHONE

DESKTOP/LAPTOP PC

TV*

USED FOR INTERNET ACCESS L7D USED FOR VIEWING TV/VIDEO L7D

1I1


The average person spends just over 23 hours in front of a TV set a week21 (includes broadcast and other video usage on the set), which continues to be significantly more than any device used to watch video content. For every minute spent watching video on desktops or laptops, 11 minutes are spent in front of the TV set.

Compared to the same period in 2015, people spend less time watching video on desktops/laptops and tablets, moving instead to mobile phones, games consoles and smart TVs22. This reiterates that both mobility and size of screen are shifting video engagement to devices that can meet these requirements.

WEEKLY TIME SPENT WATCHING VIDEO CONTENT BY DEVICE

Nielsen CMI Q1 – Q4 2015 / Q1 – Q4 2016, All people 10+*Television Audience Measurement (TAM), Average Weekly Cumulative Reach Jan 4th 2015 – Dec 31st 2016, All People 10+

21Television Audience Measurement (TAM), Average Weekly Time Spent, Jan 3rd – Dec 31st 2016, All People 10+22Nielsen Consumer and Media Insights, Q1 – Q4 2015 & Q1 – Q4 2016, All People 10+

24:22

2:10

0:51

0:40

0:09

0:25

0:07

23:04

2:06

1:02

0:36

0:15

0:30

0:14

TV*

DESKTOP/LAPTOP PC

MOBILE PHONE

TABLET COMPUTER E.G. IPAD

GAMES CONSOLE

SMART TV/TV THAT CONNECTS TO THE INTERNET

OTHER (E.G. MEDIA PLAYER, T-BOX)

Q1 - Q4 2016 Q1 - Q4 2015


SO WHAT ABOUT NETFLIX?Around 70% of New Zealanders still do not have access to an SVOD service. However, this has been declining steadily since late 201523. It should be noted that during this period, Netflix USA blocked access for New Zealanders and also applied a GST tax to its subscription packages.

PENETRATION OF SUBSCRIPTION ON-DEMAND SERVICES

Source: Nielsen CMI, All People 10+ with a TV set at home

70% OF NEW ZEALANDERS DO NOT HAVE ACCESS TO SVOD SERVICES. THIS HAS BEEN DECLINING DUE TO INCREASING UPTAKE OF NETFLIX

23Nielsen Consumer and Media Insights, Q3 2015 – Q4 2016, All People 10+

90 85

79 81 77 70

10 15

21 19 23 30

8 11 17 15 19

25

Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016

NO SVOD SUBSCRIPTION ANY SVOD NETFLIX LIGHTBOX NEON


TELEVISION ONLINE BRANDS ARE REACHING ONE-IN-FOUR KIWISOn average since March 2015, around 1.1 million Kiwis are engaging with TV brands online.

MONTHLY UNDUPLICATED ONLINE REACH OF NEW ZEALAND TV BROADCAST BRANDS

Nielsen Online Ratings, All people 2+; excludes mobile apps

*Includes the following brands: Choice TV, Maori Television, Prime Television New Zealand, Sky Go, SKY On Demand, SKY TV NZ, TV 3, TV Four, TVNZ

0

200

400

600

800

1000

1200

1400

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2014 2015 2016 2017


ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.

new zealand multi-screen report - nielsen€¦ · broadcast tv (live, as live and time-shift...

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