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IAB IrelandVideo On Demand
December 2014
In association with:
Agenda
2
REACH
Who watches VOD, how and
where?
RESONANCE
Why does VOD resonate with
viewers?
REACTION
How do VOD viewers react to
advertising?
Study Methodology
3
iab Ireland wants to understand and provide marketers with a wide range of insights into the consumption and attitudes
towards Video On Demand
About the studyNielsen conducted an online survey in September 2014 that was completed by 1,195 aged 16+ years who have watched Video On Demand in the last 6 months.
The study also investigated VOD viewing behaviour of the following core target audiences: A16-24, A16-34, A25-44, Housekeepers (HSK) and Housekeepers with Kids (HSK+K)
Nielsen | Prepared For: IAB Ireland - Video On Demand
4
Definitions
By VOD we mean streamed and downloaded content
VOD includes both professionally produced and user-generated content, whatever the length of the video.
By online we mean activity on any device e.g. tablet, smartphone desktop.
Key Insights
5
1. VOD viewers engage on a daily
basis
2. VOD complements TV viewing
3. Key drivers of VOD are the ability to personalise content and watch it when and where I want
4. Advertising in VOD leads to further brand engagement
REACHWho watches VOD, how and where?
VOD viewers engage on a daily basis
7
Nielsen | Prepared For: IAB Ireland - Video On Demand
Q1: Have you watched any of the following types of Video on Demand (VOD) content online in the last 6 months?Q2. How often do you watch each of the following type of Video on Demand (VOD) content?Base: Viewed VOD content in last 6 months (n= 1,195-215)
1 in 4 (28%) VOD viewers
watch content daily
Over
1 in 2 2 in 5 1 in 3 1 in 4 1 in 4A16-24 A16-34 A25-44 HSK HSK+K
Nearly 2 in 3 VOD viewers claim to watch for 1+ hours a day…
8
Nielsen | Prepared For: IAB Ireland - Video On DemandQ26: Please think about your TV viewing (excluding viewing Video on Demand content if you use your TV set to do so) and then your Video on Demand viewing (on any device) across a typical day. On average how many hours a day do you spend watching each? A: VOD Index v Avg VOD Viewer Base: Viewed VOD content in last 6 months (n= 1,195-215)Nielsen | Prepared For: IAB Ireland - Video On Demand
VOD viewers
62%
watch VOD 1+ hours
a day
79% A16-24
75% A16-34
65% A25-44
62% HSK
61% HSK+K
Long form professionally produced and short form user generated content are the most popular amongst VOD viewers
9
Q1: Have you watched any of the following types of Video on Demand (VOD) content online in the last 6 months?Base: Viewed VOD content in last 6 months All (n= 1,195). Nielsen | Prepared For: IAB Ireland - Video On Demand
0%25%50%75%
100%60% 71% 71%
43%
Type of content watched by VOD viewers
e.g. Music Videos, TV clips
e.g. Full length TV shows, films
e.g. funny videos, clips
e.g. personal video blogs,
gaming footage
The majority watch both professionally produced and user generated content of varying lengths
10
Q1: Have you watched any of the following types of Video on Demand (VOD) content online in the last 6 months?Base: Viewed VOD content in last 6 months All (n= 1,195). Note: Any differences of +-1% are due to the round-up of decimalsNielsen | Prepared For: IAB Ireland - Video On Demand
Type of content watched by VOD viewers
Professional User-Generated84% 79%
21%[Professional
only]
62%[Both]
16%[User-generatedonly] < 10 mins > 10 mins
83% 80%
20%[<10 mins
only]
63%[Both]
17%[> 10 minsonly]
11
Nielsen | Prepared For: IAB Ireland - Video On Demand
1 in 2 (47%) of A16-24 VOD viewers watch daily(index: 168)
Engagement with VOD is strongest amongst A16-24
79% watch for over 1 hour a day(index: 127)Professionally produced content >10 mins (78%) (index: 110) and UGC <10mins (76%) (index: 147) is most popular
Index v A16+ VOD Viewers in the last 6 monthsBase: Viewed VOD content in last 6 months All (n= 1,195); 16-24 (n=215)
VOD viewers are not adverse to paying for video content
12
Q3. By which method do you access Video on Demand (VOD) content?Base: Viewed VOD content in last 6 months All (n= 1,168)
Services used to access VOD
Nielsen | Prepared For: IAB Ireland - Video On Demand
Paid Services(Subscription, Pay per View)
51%
Free Services(Free Platforms, Peer to Peer)
90%
Free platforms Subscription Peer-to-Peer (P2P) / Torrent
Pay Per View0%
20%
40%
60%
80%
100%
85%
43%
18% 14%
2 in 5 (40%) of VOD viewers use both services to access content
13
Nielsen | Prepared For: IAB Ireland - Video On Demand
Nielsen | Prepared For: IAB Ireland - Video On Demand
50% 10%40%
Free Services(Free Platforms, Peer to Peer)
90%
Paid Services(Subscription, Pay per View)
51%
[Free Services only]
[Free + Paid Services]
[Paid Services Only]
Q3. By which method do you access Video on Demand (VOD) content?Base: Viewed VOD content in last 6 months All (n= 1,168). Note: Any differences of +-1% are due to the round-up of decimals
Services used to access VOD
14
Nielsen | Prepared For: IAB Ireland - Video On Demand
Free services are the most popular method (90%) of accessing content across all demographics
A16-34 (24%) are most likely to use Peer-to-Peer services (index: 133)
1 in 5 (20%) of A25-44 VOD viewers watch via Pay-Per-View compared to 1 in 10 (9%) of A16-24
Index v A16+ VOD Viewers in the last 6 monthsBase: Viewed VOD content in last 6 months (n= 1,195-215)
15
Q4. On which device/s have you watched each of the following types of Video on Demand (VOD) content?Q5. On which device/s do you prefer MOST to watch Video on Demand (VOD) content?Q4. Base: Viewed VOD content in last 6 month. Q5. Base: Those that use device to view VOD Nielsen | Prepared For: IAB Ireland - Video On Demand
Smartphones are the second most used (48%) device to watch VOD and are used most frequently (daily: 38%). However, only 13% say it’s their preferred device
Laptops are used by most (70%) and are the most preferred device (45%) for watching VOD
Tablets are the third most used (35%) device to watch VOD but only 1 in10 (12%) say it’s their preferred device to view
16
Laptops are used most by A16-24 (81%) (index: 116) to view VOD content and for 55% (index: 121) laptops are their preferred device
Housekeepers with children are most likely to use tablets to view content (44%) (index: 126)
and for 16% (index: 133) it’s their device of choice
Base: Viewed VOD content in last 6 months All (n= 1,195-215)Nielsen | Prepared For: IAB Ireland - Video On Demand
Set Top Box TVs are the second most popular device for longer-form professional video content
17
Professional: < 10 mins Professional: > 10 mins User-Generated: < 10 mins
User-Generated: > 10 mins
0%
20%
40%
60%
80%
69%
65%
68%
70%
44%
28%
49%
40%
31%
29% 33%
32%
29%
24%
27%
29%
22%
31%
11%
12%
13%
15%
8% 10%
Laptop Smartphone Tablet Desktop Set Top Box TV Smart TV Games Console
60%
71%
71%
43%
Nielsen | Prepared For: IAB Ireland - Video On Demand
Q4. On which device/s have you watched each of the following types of Video on Demand (VOD) content?Base: Viewed VOD content in last 6 months All (n= 513-849).
VOD viewers are more likely to watch at home…
18
Q7: Where do you watch Video on Demand (VOD) content on each of these devices?Base: Viewed VOD content in last 6 months All (n= 1,195). Nielsen | Prepared For: IAB Ireland - Video On Demand
Location of watching VOD
98% 49%
In Home Out of Home
At
work
Com
mu
tin
g
On
vac
ati
on
At
arest
aura
nt,
c
afé,
b
ar
At
sch
ool/ c
olle
ge/
un
i-ver
sity At
the g
ym
Oth
er0%10%20%30%40% 30% 26% 25%
19% 15% 10% 7% Smartphones and Tablets are most likely to be used to watch VOD out of home
Social media engagement is part of the VOD viewing experience
19
Q17: At any given point in time, which of the following activities do you tend to do while watching VOD content? View/Post on social media specifically about the Video On Demand content I am viewing Base: All (n= 1,195-215)
1 in 4
Adults 16+ (23%) view/post on social media specifically about the Video On Demand
content they are viewing
Nielsen | Prepared For: IAB Ireland - Video On Demand
A16-24
28%
A16-34
26%
A25-44
24%
HSK
23%
HSK+K
25%
I am distracted by content on my regular TV set
I only view the segments/clips of content that I am most interested in
The quality of the content was not good enough
I am interrupted by advertising
I ran out of time (e.g. end of a commute)
Lost connection to the internet prevented me from viewing the content in full
Downloading/buffering prevented me from viewing the content in full
I am interrupted by someone around me (e.g. family, friend)
0% 20% 40% 60%
13%
16%
26%
27%
33%
29%
29%
51%
15%
16%
23%
26%
27%
31%
36%
51%
Rest of Ireland
Dublin
Poor internet connectivity is a key barrier to stronger VOD consumption
20
Nielsen | Prepared For: IAB Ireland - Video On DemandQ15 Now we would like you to think about the full length TV programmes/series that you watch when viewing Video on Demand (VOD) content. If on occasion you do not watch the full VOD content in one viewing, which of the following reasons explains why you only watch part of the content?Base: Viewed VOD content in last 6 months Watch professional videos over 10 minutes long (n= 845).
Barriers to watching content in full
4 out of 5 have cut short viewing video content in full (81%)
Why not viewed in full…
Nielsen | Prepared For: IAB Ireland - Video On Demand
REACHComplementing TV
22
Mid
nig
ht.
..
7a
m-9
am
9a
m-n
oo
n
No
on
-3p
m
3p
m-6
pm
6p
m-9
pm
9p
m -
mi..
.0%
20%
40%
60%
80%
100%
Mid
nig
ht.
..
7a
m-9
am
9a
m-n
oo
n
No
on
-3p
m
3p
m-6
pm
6p
m-9
pm
9p
m -
mi..
.0%
20%
40%
60%
80%
100%
VOD viewing rises sharply during traditional prime-time TV hours (6pm-9pm)
Weekdays% of VOD viewers
Weekends% of VOD viewers
Q10. When during the week (Monday-Friday) do you watch the following types of Video on Demand (VOD) content?Q12. When during the weekend (Saturday-Sunday) do you watch the following types of Video on Demand (VOD) content?Base: All (n= 1,195). ) Nielsen | Prepared For: IAB Ireland - Video On Demand
Time of Day: VOD Viewing
Video On Demand can help reach light/ medium TV viewers
23
Q26: Please think about your TV viewing (excluding viewing Video on Demand content if you use your TV set to do so) and then your Video on Demand viewing (on any device) across a typical day. On average how many hours a day do you spend watching each? | Base: All (n= 1,195) / 16-34 (n=508)
Video On Demand ViewersAverage Daily TV Viewing %
Heavy TV Viewers (3+ hours per day)
Med TV Viewers (1-2 hours per day)
Light TV Viewers (Less than 1 hour per day)
Nielsen | Prepared For: IAB Ireland - Video On Demand
16-34 VOD viewers are more likely to be light/medium TV viewers (68%)
27%
33%
40% 60% are primarily light/medium
TV viewers
24
VOD delivers on hard to reach audiences
Q10. When during the week (Monday-Friday) do you watch the following types of Video on Demand (VOD) content?Base: Viewed VOD content in last 6 months All (n= 1,195-215). Index v All Adult VOD reach of M-F 6-9pm viewing TAM Data: Nielsen TV Audience Measurement Data Index v All Adult TV reach of M-F 6-9pm viewingNielsen | Prepared For: IAB Ireland - Video On Demand
A16-24 A16-34 A25-44 HSK HSK+K85
90
95
100
105
110
115
106
89
99
111 112112
106
100
97
88
TV Viewers VOD Viewers
Peak Viewing: M-F 6pm-9pmIndex v All Adult Reach
Under 35s are more likely to watch VOD (M-F 6-9pm) than all adult VOD viewers and less likely to watch TV at this time compared to all adult TV viewers
Nearly a third of VOD viewers claim to watch more VOD than TV, rising to nearly a half amongst 16-24s
25
Q26: Please think about your TV viewing (excluding viewing Video on Demand content if you use your TV set to do so) and then your Video on Demand viewing (on any device) across a typical day. On average how many hours a day do you spend watching each? | Base: All (n= 1,195-215)Nielsen | Prepared For: IAB Ireland - Video On Demand
30%
23%
47%
Video On Demand ViewersShare of Average
Daily TV vs. Daily VOD Viewing %
30% watch more VOD than TV
Watch MoreVOD Than TV
Watch Equally VOD & TV
Watch More TV Than VOD
45%
A16-24
27%
HSK+K
Watch more VOD than TV
RESONANCEWhy does VOD resonate with viewers?
Content, convenience and access are key drivers to consuming VOD content
27
Q8. Why do you watch Video on Demand (VOD) content?Base: Viewed VOD content in last 6 months All (n= 1,195)
Drivers of watching VOD content
33%View
multiple episodes
CONTENT48%
Catch-up on missed content
32%For most
recent/new content
28%Shared or
recommended by friends
30%Only available
online
15%Prefer VOD to
TV content
CONVENIENCE
54%Can watch in my own time
35%Easier to watch full
series 34%View
anywhere I want
50%It’s free
ACCESS
17%Others are using TV
5%I don’t have
a TV
Nielsen | Prepared For: IAB Ireland - Video On Demand
CONTENT CONVENIENCE ACCESS
Chosen content on my schedule
28
Q9. Why do you watch Video on Demand (VOD) content on each of the following devices?Base: Viewed VOD content in last 6 months All (n= 1,195)
30%Only available
online
15%Prefer VOD to
TV content
35%Easier to watch full
series
50%It’s free
17%Others are using TV
5%I don’t have
a TV
Drivers of watching VOD content
28%Shared or
recommended by friends
Nielsen | Prepared For: IAB Ireland - Video On Demand
33%View
multiple episodes
48%Catch-up on
missed content
32%For most
recent/new content
54%Can watch in my own time
34%View
anywhere I want
Content specifically chosen to
watch
When and where viewers want to
watch it
CONTENT CONVENIENCE ACCESS
Mobile is a key enabler for those who watch content that’s been shared or recommended
29
Q9. Why do you watch Video on Demand (VOD) content on each of the following devices?Base: Viewed VOD content in last 6 months All (n= 1,195)
33%View
multiple episodes
48%Catch-up on
missed content
32%For most
recent/new content30%
Only available online
15%Prefer VOD to
TV content54%
Can watch in my own time
35%Easier to watch full
series
50%It’s free
17%Others are using TV
5%I don’t have
a TV
Drivers of watching VOD content
34%View
anywhere I want
28%Shared or
recommended by friends
Smartphones are the primary driver behind those who watch VOD anywhere they want to
(57%).It’s also important for just under half (47%) who
watch content that’s been shared or recommended
Nielsen | Prepared For: IAB Ireland - Video On Demand
30
Nielsen | Prepared For: IAB Ireland - Video On Demand
Q14 You mentioned that you watch full length TV programmes/series when viewing Video on Demand (VOD). Which of the following types of programmes do you watch via 'live streaming' and which do you watch via ‘On-Demand'?Base: Viewed VOD content in last 6 months Watch professional videos over 10 minutes long (n= 845).
Movies, drama and box sets are watched most ‘on demand’, sports and news are engaged with in the moment
On Demand | Top 3 Live Streaming| Top 3
Movies63%
Drama50%
Movies34%
Sport39%
Box Sets48%
News & Current Affairs33%
REACTIONHow do VOD viewers react to advertising?
Advertising is not a barrier to viewing VOD
32
Q15: Now we would like you to think about the full length TV programmes/series that you watch when viewing Video on Demand (VOD) content. If on occasion you do not watch the full VOD content in one viewing, which of the following reasons explains why you only watch part of the content? A: I am interrupted by advertising | Base: Watch full length TV programmes/series on VOD (n=845-167)Nielsen | Prepared For: IAB Ireland - Video On Demand
4 in 5 VOD viewers who watch long form
programming (79%) did not feel that interruption by advertising
was a barrier to watching content in full
A16-24
73%
A16-34
77%
A25-44
81%
HSK
79%
HSK+K
82%
Only a small minority claim to completely avoid VOD content with ads
33
Q22: Thinking specifically about advertising in and around Video on Demand (VOD) content, please indicate how strongly you agree or disagree with the following statements? A; Top 2 Box AgreementBase: Q22: Base All (n=1,095) Those who recall seeing advertising in & around VOD content (n=893)Nielsen | Prepared For: IAB Ireland - Video On Demand
14%
16%
12%
13%
Professional >10 mins
Professional <10 mins
User Generated >10 minsUser Generated
<10 mins
VOD viewers know that advertising allows them access
34
Q22: Thinking specifically about advertising in and around Video on Demand (VOD) content, please indicate how strongly you agree or disagree with the following statements? A; Top 2 Box AgreementBase: Q22: Base All (n=1,095) Those who recall seeing advertising in & around VOD content (n=893-166)Nielsen | Prepared For: IAB Ireland - Video On Demand
3 in 4(74%) of VOD viewers know that advertising allows them access to free contentA16-24
70%
A16-34
74%
A25-44
73%
HSK
73%
HSK+K
72%
1 in 2 are happy to watch advertising in return for free content
35
Q21: How happy are you to watch adverts in and around the following types of Video on Demand (VOD) content in order to be able to watch content for free? A; Very/Somewhat/HappyBase: Q22: Base All (n=1,095) Those who recall seeing advertising in & around VOD content (n=893-166)Nielsen | Prepared For: IAB Ireland - Video On Demand
of VOD viewers aware of advertising are
very/somewhat happy to watch it in order to consume content for free (Any VOD content)
49%
A16-24
59%
A16-34
57%
A25-44
53%
HSK
48%
HSK+K
56%
Acceptance is strongest for professionally produced and long form content
36
Q21: How happy are you to watch adverts in and around the following types of Video on Demand (VOD) content in order to be able to watch content for free? A; Very/Somewhat/HappyBase: Those who recall seeing advertising in & around VOD content (n=716-758 to 167-152)
0%
15%
30%
45%
60% 49%41% 42%
50%Advertising Acceptance
Nielsen | Prepared For: IAB Ireland - Video On Demand
Acceptance is particularly acute amongst VOD viewers under 35 and HSK+K when viewing long form and professionally produced content
37
Q25: As a result of seeing advertising whilst watching each of the following VOD content, have you done any of the following?Base: Those who recall seeing advertising in & around VOD content (n= 893).
Actions ever done following exposure to advertising…
Advertising in & around Video On Demand content leads to further brand engagement
26%visited brand’s website/physical
location
24%searched for the
brand/ product on the internet
10%have bought the
brand
17%Clicked on the ad to find more info about the
brand
19%Amplified
message about brand via word
of mouth
Nielsen | Prepared For: IAB Ireland - Video On Demand
Video On Demand: Key Insights
Key Insights
39
REACH:
VOD viewers engage on a daily basis 28% watch VOD content daily, using a variety of devices.
Engagement with VOD is strongest amongst A16-24 (50% watch daily)
Free advertising-funded platforms are the most popular method of accessing content (90%).
VOD complements TV VOD can help reach light/medium TV viewers and deliver harder
to reach audiences especially A16-24s and A16-34.
RESONANCE:
VOD: Specifically chosen content when and where I want Content, convenience and access are key drivers to consuming
VOD
REACTION:
Advertising in VOD leads to further brand engagement Acceptance of advertising in & around VOD content is strong
(74%) 1 in 2 happy to watch advertising in order to view free content 26% visited a brand’s website/physical location after exposure
to advertising in VOD content
IAB IrelandVideo On Demand
December 2014
In association with: