online video - what does it mean for national geographic channel
DESCRIPTION
Presentation by National Geographic Channel at Mid-Atlantic Marketing Research Association event on Future TV, May 2010, Washington DCTRANSCRIPT
ONLINE VIDEO – WHAT DOES IT MEAN
FOR NGC?
ONLINE VIDEO GROWTH
TIME SPENT ON
VIDEO
ONLINE VIDEO
ACROSS AGE
GROUPS
ACTUAL AND SELF
REPORTED BEHAVIOR
36.5 36.7 36.8 36.8
2007 2008 2009 2010
Yet, Homes Using TV StrongSource: Nielsen Media Research. 6A-6A Mon-Sun
ONLINE VIDEO
USERS ARE MEDIA
JUNKIES
ONLINE VIDEO –
DEFINITION CHANGING
• Authentication/TV Everywhere
• Cable tru2way• IP-enabled sets• Social media in set• IPad simultaneous
viewing apps• Mobile social
opportunities
WHAT DOES THIS
MEAN FOR NAT GEO?
• Our job as researchers – put the pieces together
• What questions do we need answered? What questions have answers?
• Creating a story of online video/TV interaction to help guide NGC’s strategy
UNIQUE POSITION
• Research– Primary/Secondary– Programming– Marketing– Ad sales– Finance/Corporate– Digital
• Digital Media– Website– Digital Distribution– VOD– EST/DTO– Games– Interactive TV– Mobile Apps
KEY NGC QUESTIONS
• Linear TV – active vs. passive and changing technology
• Online video – replacement, convenience, new content?
• Streaming on computers- is this old school now?
• Social media impact – on TV, on devices, ‘recreating watercooler TV’?
• Most importantly: Content trends, what are people watching and what’s next?
NGC HAS CLEAR
REVENUE PRIORITIES Affiliate &
Ad Sales98%
Digital/ Other2%
YET WE UNDERSTAND
MEETING CONSUMERS
NEEDS
• LINEAR– NGC >70MM– Wild >40MM
• VOD– SD VOD >42MM– HD VOD >15MM– Wild SD >18MM
• MOBILE VIDEO– Verizon– Sprint
• DOWNLOAD TO OWN– iTunes– Xbox– Amazon UnBox
• ONLINE STREAMING– Hulu– MSN– Youtube– Myspace– Sling/Dishonline– TiVO
• Large disparity in behavior• We do not have good info on interaction• Each area has pros/cons in its own measurement – but
nothing reliable crosses media
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Total Number of Events
May 18, 2010
All 2010 to date. Source: Nielsen, Akamai, Rentrak, Hulu
Top Content Across Media
Top TV Telecasts1. Inside Cocaine Submarines2. Taboo: Prostitution3. Border Wars: Last Defense4. Lost Gold of the Dark Ages5. Border Wars: City Under Seige
Top Hulu Streams1. Fight Science: Pilot2. Fight Science: Sniper Keeps His Cool (Short)3. Fight Science: Mixed Martial Arts4. Fight Science: Fighting Back5. Expedition Grizzly
Top VOD Transactions1. Taboo: Nudity2. Taboo: Strange Love3. Taboo: Misfits4. Taboo: Extreme Punishment5. Taboo: Beyond the Grave
Top NGC Online Video Streams (All Shorts)1. Orangutan and the Dog2. Killer Whale vs. Seal3. Sizing Up Sperm4. Fighting Crocs5. Gorilla Machismo
All 2010 to date. Source: Nielsen, Akamai, Rentrak, Hulu
FINAL THOUGHTS
• Balance behavior with perception – neither one alone tells the TV picture
• One source of data can be misleading – need to look across sources
• Demise of linear TV is well documented and so far, untrue- but we cannot assume anything
• NGC has needed guidance from research on where to place bets– Content is king– Unique eco-system– Timing is everything – distribute wisely– There’s no immediate rush – cannot
let stories change strategy