[PPT] - CTAM Canada 2018 Video Consumption Research Broadcaster Forum PowerPoint Presentation

SLIDE 1

CTAM Canada

2018 Video Consumption Research

Broadcaster Forum – November 13th, 2018 Presented by Charlton Insights

SLIDE 2

Short-form content rises through the golden age of television

SLIDE 3

Online survey with respondents aged 18+ Total sample: n=3168 (margin of

error + 1.7%, 19 times

ut of 20)

Quotas for age, gender and region were established to achieve a representative sample Representative

f the entire

Canadian population, including non-TV subscribers Focus is consumption of both long-form

(>5 minutes) and

short-form (<5

minutes) video

content

Research Approach

SLIDE 4

Canadians more likely to…

Be satisfied with their current TV package (among

subscribers), (61%)

Watch video content via
On Demand (with TV subscription)
Streaming onto a computer
Streaming on a smartphone
Downloading onto a computer
Subscribe to Netflix or use CraveTV, Amazon Prime

Video

Have used TV Everywhere service (among those

aware)

Canadians less likely to…

Subscribe to TV service (76%)
Say “must have” genres:
News and Information
Sports
Factual entertainment
Nature & science
Lifestyle, or family

Key Changes in 2018 vs. 2017

SLIDE 5

Total Canadians 18+

While total time spent watching long-form (>5 minutes) video content is

n the rise among total Canadians, it has not recovered among 18-34

year olds

28.8 29.0 26.6 28.4

5 10 15 20 25 30 35

2015 2016 2017 2018

Avg. Hours/Week (inc. 0)

Total = 33.2 when

including short-form Short-form content viewing

Canadians 18-34

26.9 28.4 21.3 20.4

5 10 15 20 25 30 35

2015 2016 2017 2018

Avg. Hours/Week (inc. 0)

Total = 27.9 when

including short-form Short-form content viewing Total long-form hours/week Via TV subscription Via streaming Other long-form method

SLIDE 6

Including short-form content (<5 minutes in length), Canadians watch an average of 33.2 hours of video content every week

○During scheduled time (12.1)

○ PVR/DVR (4.6) ○ On Demand (1.1)

17.7 hours/week via TV subscription

○ Onto computer (3.4) ○ Onto TV set (3.1) ○ Onto smartphone (1.1) ○ Onto tablet (0.8)

8.4 hours/week via streaming

○ YouTube (2.2) ○ Facebook (1.3) ○ Instagram (0.4)

○ …6 other sites/apps

4.8 hours/week short-form

○ Downloaded onto computer (1.1) ○ DVD/Blu-Ray (0.9) ○ Downloaded onto tablet (0.3)

2.3 hours/week other long-form

SLIDE 7

18-34 year olds spend less time watching content overall at 27.9

hours/week, but more time streaming and with short-form content

○ During scheduled time (3.9) ○ PVR/DVR (2.0) ○ On Demand (1.0)

6.9 hours/week via TV subscription

○Onto computer (4.1)

○ Onto TV set (3.7) ○ Onto smartphone (2.3) ○ Onto tablet (1.0)

11.0 hours/week via streaming

○ YouTube (3.3) ○ Facebook (1.6) ○ Instagram (1.1) ○ Snapchat (0.6) ○ Twitter (0.3)

○ …4 other sites/apps

7.5 hours/week short-form

○ Downloaded onto computer (1.2) ○ DVD/Blu-Ray (0.9) ○ Downloaded onto tablet (0.4)

2.5 hours/week other long-form

SLIDE 8

Total Canadians 18+

Netflix remains the most popular OTT service by a wide margin, although CraveTV and Amazon Prime Video are working their way up the charts

Canadians 18-34

53

50 18 10 9 9 5 5 4 4 3 3 3 2 2

Any (NET) Netflix Club Illico* CraveTV Amazon Prime Video CBC TV Sportsnet NOW TSN Direct YouTube Prime YouTube Kids Tou.tv Extra* RDS Direct* CBS All Access Britbox DAZN %

Subscribe to…

74

71 24 14 14 9 8 7 6 6 6 5 3 3 2

Any (NET) Netflix Club Illico* Amazon Prime Video CraveTV CBC TV YouTube Kids YouTube Prime CBS All Access Sportsnet NOW TSN Direct DAZN Tou.tv Extra* Britbox RDS Direct* %

Subscribe to…

*Asked in Quebec only

SLIDE 9

18-34 year olds are beginning to turn away from TV for news & sports content

28 19 18 12 12 6 5

Watching/ reading about

n social media

Watching on TV Watching/ reading about

nline

Watching/ reading about

n mobile app

Listening to on radio Reading in physical newspaper/ magazine Listening to on podcasts %

Avg. 6.6 hrs/week

Access via…

32 20 15 11 11 6 5

Watching on TV Watching/ reading about

n social media

Watching/ reading about

nline

Watching/ reading about

n mobile app

Listening to on radio Listening to on podcasts Reading in physical newspaper/ magazine %

Avg. 7.0 hrs/week

Access via…

SLIDE 10

A MaxDiff exercise was conducted to assess the resonance of potential TV subscription features

Ability to change/update your channel package through your set-top box
Wireless set-top box
PVR/Whole Home PVR
Ability to restart shows
Access to streaming service subscriptions on set-top box
Internet-only TV service
Personal profile
Ability to download PVR/VOD content onto a device to watch offline
4K/HDR content
Access to your TV subscription through other media devices
Access to live TV content while away from home
Voice remote/voice search
Out-of-home PVR access (cloud PVR)
Access to VOD content while away from home

SLIDE 11

The most appealing TV subscription features vary by demographic subgroups

48 45 42 39 37

Ability to change/ update your channel package through your set-top box Wireless set-top box PVR/Whole Home PVR Ability to restart shows Access to streaming service subscriptions on set-top box

Total Canadians 18+ Non-TV Subscribers 18+ 18-34 year olds

46 44 41 40 35

Ability to update your package through your set-top box Access to streaming subscriptions on set-top box Internet-only TV service Wireless set-top box Ability to restart shows

42 39 38 36 35

Access to streaming service subscriptions on set-top box Ability to change/ update your channel package through your set-top box Wireless set-top box PVR/Whole Home PVR Ability to restart shows

SLIDE 12

In simulated 5-item packages of the potential TV subscription features tested, the following would provide at least six in ten Canadians with their first choice

Top Optimizations of Only Five Features (% Reach = % for Whom 1st Choice Feature is Included in Package)

68%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Ability to restart shows Access to streaming subscription on set-top box

65%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Ability to restart shows Internet-only TV service

64%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Access to streaming subscription on set-top box Internet-only TV service

64%

Ability to change package through set-top box PVR/Whole Home PVR Ability to restart shows Access to streaming subscription on set-top box Internet-only TV service

63%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Ability to restart shows 4K/HDR content

62%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Access to streaming subscription on set-top box 4K/HDR content

62%

Ability to change package through set-top box PVR/Whole Home PVR Ability to restart shows Access to streaming subscription on set-top box 4K/HDR content

61%

Ability to change package through set-top box Wireless set-top box Ability to restart shows Access to streaming subscription on set-top box Internet-only TV service

61%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Ability to restart shows Personal profile

61%

Wireless set-top box PVR/Whole Home PVR Ability to restart shows Access to streaming subscription on set-top box Internet-only TV service

60%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Access to streaming subscription on set-top box Personal profile

60%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Ability to restart shows Access to live TV content while outside of your home

60%

Ability to change package through set-top box PVR/Whole Home PVR Ability to restart shows Access to streaming subscription on set-top box Personal profile

60%

Ability to change package through set-top box Wireless set-top box PVR/Whole Home PVR Ability to restart shows Ability to download PVR/VOD content to watch offline

SLIDE 13

Among 18-34 year olds, access to streaming service

subscription on set-top box appears in all of the top packages

Top Optimizations of Only Five Features (% Reach = % for Whom 1st Choice Feature is Included in Package)

61%