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Home Sweet Digital Home
Mike Rich, Susan Engleson & Angela Bryant
June 7, 2016
© comScore, Inc. Proprietary. 2© comScore, Inc. Proprietary.
1. comScore’s Total Home measurement approach
2. Today’s Home Device Ecosystem
3. Share Battle Pt 1: Operating Systems
4. Share Battle Pt 2: Game Consoles
5. Streaming Devices & Cord Cutters/Nevers
Agenda
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Level I
Devices:
Device presence & usage
(e.g. Samsung Galaxy Tab & Xbox
One)
Level II
Apps & Entities:
Services used on a
device
(e.g. Facebook on Tablet or
Netflix on Roku.)
Level III
Event Level:
What is being done
within the app/entity
(e.g. signing up for a credit
card, watching Game of
Thrones via HBOGO on a
smartphone)
Evolution of Total Home Solution Offerings
Today’s discussion
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Handheld Devices:
iPod Touch,
Nintendo 3DS
Game Consoles:
Xbox, PlayStation
Blu-ray Players
Smart TVs/Wi-fiEnabled Set-top
Boxes (Cable/Satellite)
Activity is Captured from Connected Devices, Such As:
PC:
Laptops, Desktops
Streaming Stick:
Chromecast, Fire
TV Stick
IoT & Other
DevicesMobile:
Phone, Tablet(All ages, not only 18+)
OTT:
Roku, Apple TV
Wearables:
Apple Watch
In DevelopmentLegacy
Measurement
Additional Total Home Measurement
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Understand SHARE OF CONSUMPTION by device,
HOW DEVICES ARE USED, & how demographics &
dayparts influence DEVICE USE.
Am I Winning the Household?
Leverage UNPARALLELED ACCESS to the most
complete, connected device insights for CUSTOM
ANALYSIS that delivers an UNFILTERED VIEW into
device consumption in the HH.
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The Total Home Panel, Today
Installed in 3,600+ homes
Collecting data on 19,000+ devices daily
Geographically distributed throughout the US
Universe: Homes with a WiFi Router
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What does the device
ecosystem look like today?
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9.8
5.04
6.88
10.5
18.8
Average 1 2 3 4+
Average Number of Active Devices per Household
Household Size
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97%91%
71%
39%32%
18% 16% 15%8%
PC/Mac Phone Tablet Streaming Device Gaming Console Handheld (e.g. iPodTouch)
SmartTV DVR/SetTopBox Internet Blu-rayPlayer
Household Penetration
Source: comScore Total Home Panel Custom Analysis, March 2016
Today’s households have a wide variety of devices
connecting to the Internet…
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95%91%
66%
35% 35%
20%
12% 12%8%
100%
91%
77%
44%
29%
16%18% 20%
9%
PC/Mac Phone Tablet Streaming Device Gaming Console Handheld (e.g. iPodTouch)
DVR/SetTopBox SmartTV Internet Blu-rayPlayer
Device Penetration by Household Income
<$75k $75k or Greater
Source: comScore Total Home Panel Custom Analysis, March 2016
…but this differs depending on income
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0
2
4
6
8
10
12
14
Single Adults Couples without Kids With 1+ Kids 12 and Under With 1+ Kids 18 and under
Avg. Devices per HH
+30%
+52%
+7%
Source: comScore Total Home Panel Custom Analysis, December 2015
Device counts increase considerably with the presence of
young children
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37%
28%
17%
5%
5%
3%2%
2%
1%
Share of Household Devices
Source: comScore Total Home Panel Custom Analysis, March 2016
The phone has
overtaken the PC
as the most
prevalent device in
the home
© comScore, Inc. Proprietary. 16Source: comScore Total Home Panel Custom Analysis, December 2015
Younger homes consume more on streaming and gaming
devices
21%
25%
35%
19%21%
14%
28%
37%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Phone & Tablet Gaming Console Streaming Devices Computer
Consumption by Device by HoH Age
HOH <45 HOH 45+
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How does Brand Loyalty drive
device ownership & usage?
© comScore, Inc. Proprietary. 18Source: comScore Total Home Panel Custom Analysis, March 2016
The battle of the
Operating Systemsis extremely tight
32%
28%
25%
Other, 15%
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39%
21%
51%
33%
0%
10%
20%
30%
40%
50%
60%
iPad Mac
Device Penetration
Source: comScore Total Home Panel Custom Analysis, December 2015
Both Apple and Google drive loyalty within their mobile
ecosystem…
57%
49%
0%
10%
20%
30%
40%
50%
60%
Android Tablet
Device Penetration
Android Phone
Owners
iPhone Owners
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5%
12%
0%
2%
4%
6%
8%
10%
12%
14%
Apple TV
Device Penetration
Source: comScore Total Home Panel Custom Analysis, December 2015
…but on TV, Google is showing a better ability
to appeal to iPhone owners.
13%
9%
12%
9%
0%
2%
4%
6%
8%
10%
12%
14%
Chromecast Android OS TV Box (e.g.Fire TV)
Device Penetration
Android Phone
Owners
iPhone Owners
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32%of Households engage with a
GAMING CONSOLE
Source: comScore Total Home Panel Custom Analysis, March 2016
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31%
24%22% 22%
20%
15%
0%
5%
10%
15%
20%
25%
30%
35%
Playstation 3 Xbox 360 PlayStation 4 XBox One Wii U Wii
Percent of Gaming Households Using Device
comScore Total Home, 3 month average (Jan 2016 – March 2016)
Last gen consoles still drive significant engagement;
Current gen consoles are catching up
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0%
10%
20%
30%
40%
50%
60%
Cable Satellite Streaming Subscription
TV Service – Overall and Gaming Households
Average HH HHs with a Gaming Console
Gaming households are less likely to have cable and more
likely to have a streaming subscription
Source: comScore Total Home Panel Custom Analysis, December 2015
+25%
+8%
-10%
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0% 5% 10% 15% 20% 25% 30%
Xbox HHs with PlayStations
Xbox HHs with Nintendos
PlayStation HHs with Xbox
PlayStation HHs with Nintendo
Cross Ownership
Cross ownership of Gaming Consoles
Source: comScore Total Home Panel Custom Analysis, December 2015
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49%of Households use a
STREAMING BOX, smart TV,
or connected Blu-ray player.
*Streaming Devices include streaming boxes, smart TVs, and internet-connected Blu-ray players, etc.
Source: comScore Total Home Panel Custom Analysis, March 2016.
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0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM 1AM 2AM 3AM 4AM 5AM
Percent of Bytes Received (OTT, Smart TV and Blu-Ray) orPercent Minutes Watching Linear TV
Streaming Device
Linear TV
Streaming Activity Level Mirrors TV Watching
and Peaks during Primetime
Streaming data: Proof of concept data from the comScore Total Home Panel
TV data: Rentrak’s TV Essentials
Time Period: December 2015
8-9 p.m. marks the peak of streaming & TV activity.
© comScore, Inc. Proprietary. 27*Streaming is Streaming Device, Smart TV, and Internet Blue-ray player.
Source: comScore Total Home Panel Custom Analysis, December 2015
Streaming Activity in HHs without Children Peaks at 8PM.
In HHs with Children, it Peaks at 10PM.
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 5am
HHs with Children
Percent of Bytes Received on
Streaming, Smart TV, and Blu-Ray
Devices
HHs without Children
HHs without children stream
earlier in the evening…
HHs with children
see a spike after
school.
HHs with children stream
after the kids go to bed.
HHs with children do more
streaming in the morning and
less at dinner hour.
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71.5
142.2147.5
0
20
40
60
80
100
120
140
160
Average Monthly Data Consumption (GB)
MVPD but no Streaming MVPD with Streaming Cord Cutter/Never with Streaming
Source: comScore Total Home Panel Custom Analysis, December 2015
Cable/Sat subscribers who also have a streaming
subscription consume data like cord cutters/nevers
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63%of Households with a
STREAMING SUBSCRIPTION
use a STREAMING DEVICE
49%
*Streaming Devices include streaming boxes, smart TVs, and internet-connected Blu-ray players, etc.
Source: comScore Total Home Panel Custom Analysis, March 2016
of Households use a
STREAMING DEVICE
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-
10.0
20.0
30.0
40.0
50.0
60.0
Streaming Device Gaming Console Phone & Tablet
Monthly Data Usage by Device Category (GB)
Cable or Sat and StreamingSub
Cord Cutter/Never withStreaming Sub
Source: comScore Total Home Panel Custom Analysis, December 2015
Cord cutters/nevers rely heavily on streaming devices; Cable/sat subscribers lean towards consoles, phones and tablets
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49%
22%
16%
12%
Other, 1%
Source: comScore Total Home Panel Custom Analysis,, March 2016
Device Share Amongst Streaming Boxes/SticksRoku leads the
battle of the
streaming devices
but Amazon Fire
TV is an emerging
player
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45%
36%
20%
46%
22%20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Roku Chromecast AppleTV
Penetration of Households with a Streaming Device
HoH <45
HoH 45+
Source: comScore Total Home Panel Custom Analysis, December 2015
Chromecast appeals to younger households
compared to Roku and Apple TV…
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94
23
42
0
10
20
30
40
50
60
70
80
90
100
Roku Chromecast AppleTV
Average Gigabytes Received per Household with a Streaming Device
Source: comScore Total Home Panel Custom Analysis, December 2015
…however Chromecast does not appear to be used as often
as Roku and Apple TV
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1. Although the average home has ten devices, the opportunity for growth is tremendous
among streaming, console and similar device types
2. The battle of the operating systems is extraordinarily tight, with Google in the lead
3. Streaming activity mirrors traditional Prime Time viewing
4. Homes with a Streaming & Cable/Sat subscription consume as much data as homes with
just a Streaming Subscription
5. Roku dominates Streaming Boxes/Sticks, but Amazon Fire TV may be gaining traction
Conclusions
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
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