Frank N. Magid Associates conducted an online quantitative survey with 1,600 U.S. online consumers ages 8 and older The study was conducted March 4 - 14, 2016 Topics include TV related device ownership, use and future adoption, current and future use of paid content sources for TV shows and movies and attitudes regarding specific brands.

1. CONFIDENTIAL AND PROPRIETARY © 2013 by Frank N. Magid Associates, Inc.
Any duplication, reproduction or usage of this document or any portion thereof without the written consent of the firm is prohibited.
The State of Video Entertainment in the U.S.

2. 2
 Who We Are: Frank N. Magid Associates, Inc. is a leading research-based consulting firm
with expertise in media, communications and entertainment.
 Fifty Years and Counting: Since our first engagement with a local television station 50 years
ago, we have been at the forefront of innovation in the media, entertainment and
communications industries.
 Coverage of Multiple Media Platforms: We boast robust practices across all media platforms
including print, broadcast and cable television, the Web, gaming and wireless.
 Exceptionally Qualified Team: Our team possesses PhDs and Master’s degrees in statistics,
marketing, media, engineering, journalism, anthropology, sociology, strategic
communications and business, including analysts with advanced capabilities in qualitative
and quantitative research methodologies.
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Magid Pedigree

3. 3
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About Magid

4. 4
Magid’s 2016 Video Entertainment Study
• Frank N. Magid Associates conducted an online quantitative
survey with 1,600 U.S. online consumers ages 8 and older
• The study was conducted March 4 - 14, 2016
• Topics include TV related device ownership, use and future
adoption, current and future use of paid content sources for TV
shows and movies and attitudes regarding specific brands.

5. 5
Home and Mobile Video

6. 6
75%
17%
9%
3%
69%
25%
11%
7%
79%
42%
13% 13%
2013
2015
2016
The Rise of Smart TVs
Q.1 How many working TV sets do you have in your home? Q.12 Which of the following best describes devices you have built-in or connected to any TV
set in your home, or devices that you plan to acquire?
HDTV Smart TV 3D TV 4K TV

7. 7
Pay TV Subscriptions Remain Steady
Q.2 Which company provides your television service?
87%
49%
29%
15% 13%
89%
47%
25%
21%
11%
89%
44%
25% 24%
11%
Total Pay TV Cable Satellite Telco TV No pay TV
2013 2015 2016
4% pay for services from multiple providers
Currently pay for each service
(Based on total mention)

8. 8
47%
16%
19%
10%
7%
47%
17%
18%
10%
7%
1 - Not at all likely
2
3
4
5 - Extremely likely
2015, N=1,216
2016, N=1,228
Cord Cutting Is A Reality For A Small Set of Pay TV
Subscribers; Millennials Most Likely
Q.31 How likely are you to cancel your television service from [pipe: Q4] in the next six months?
 Of these, 4 in 10 plan to go without
pay TV at all after canceling,
equivalent to 14% of all households.
 Among those who have pay TV and
use streaming devices, this proportion
reaches 18%.
Likelihood To Cancel Current Pay TV Service In Next Six Months
(Based on current subscribers)
56% of potential cord cutters cite OTT as a
reason to cut the cord.

9. 9
Connected TV: Streaming Video To Your TV
Q.20.1 Which of the following do you connect to a TV in order to watch TV shows and movies streaming from the Internet on a TV screen? Select all that
apply.
41%
4%
22%
18%
16%
20%
30%
26%
3%
17%
22%
26%
31%
33%
None of these
TiVo
A computer connected to the TV
A Blu-ray disc player
A smart TV
Internet streaming device
A video game console
2016
2015
Methods Used For Streaming Video To A TV
74%
Connect a TV to
the Internet for
streaming -
up from 59% in
2015

10. 10
Millennial And Plural Generations Streaming Content
To Digital Devices. Your Smartphone Is A TV
Q.12.3 Considering all of the following sources you may use to view any type of video content, in a typical week, what percentage of all your video
viewing is done using each of the following?
31%
14%
10% 10% 8% 11% 10%
6%
29%
13% 11% 12% 9% 12% 10%
4%
39%
17%
10% 10% 8% 6% 7% 3%
55%
15%
8% 5% 8%
4% 3% 2%
Plurals Millennials Xers Boomers
Proportion of Video Viewing Time Spent With Each Platform
(Based on total mention)

11. 11
Almost 50% Of Mobile Owners/Users Are Watching
Video At Least Once A Day On A Smartphone; Skew 18-
34, Slightly More Male, And More Diverse
How often do you watch video on the following devices?
(Among Total, daily+ shown)
Magid Mobile Study - 2016: Total N=2500. Q110: How often do you watch video?
46%
39%
30%
18%
13%
Smartphone Computer Tablet Connected/Smart
TV
Console

12. 12
Netflix Is The Dominant TV Show/Movie Source Overall
YouTube Is Not Just About Short-form/UGC
Q.15.4 From which of the following free streaming services do you EVER watch full-length TV shows or movies from the Internet, on any screen
(television, computer, or tablet screen)? Select all that apply.
32%
2%
1%
3%
4%
4%
5%
6%
6%
7%
8%
8%
8%
9%
10%
11%
11%
12%
13%
15%
19%
20%
40%
None of these
Other
Vessel
Max GO
Torrent site
Starz! Play
Showtime…
Vevo
TBS.com
TNT.com
CNN.com or…
Disney.com or…
WatchESPN
ESPN 3
Fox.com
HBO Go
Google Play
NBC.com
Crackle
CBS.com
ABC.com
Hulu.com
YouTube
Paid Sources Ever Used For
TV Show Or Movie Streaming
25%
1%
2%
2%
3%
3%
4%
4%
5%
5%
5%
5%
6%
7%
9%
16%
20%
34%
58%
None of these
Other
Seeso
Univision Now
Noggin
SlingTV
XFINITY…
Red Box Instant
Crunchyroll
PlayStation Vue
CinemaNow
Vudu
CBS All Access
YouTube Red
Apple TV
HBO Now
Hulu Plus
Amazon Prime
Netflix
Free Sources Ever Used For
TV Show Or Movie Streaming
The TV show and movie industries have convinced consumers that the
best way to enjoy long-form content online is through a paid
subscription, the only content category to successfully do so.

13. 13
Binge Viewing – The New Video Viewing Standard
Q.12.6 How often do you think you will de each of the following six months form now, compared to how much you do this now?
5%
4%
6%
9%
9%
12%
4%
5%
6%
8%
9%
9%
10%
9%
43%
51%
51%
49%
52%
49%
61%
31%
26%
24%
21%
19%
19%
16%
16%
13%
11%
11%
11%
9%
10%
Watch SVOD original series
Binge Watch
Stream TV shows and movies
over the Internet when I am…
Purchase digital version of TV
series that I own "in the…
Purchase digital versions of
movies that I own "in the…
Stream TV Shows and
movies over the Internet…
Watch Live
Much less often than I'm using now Somewhat less The same amount
Somewhat more Much more often than I'm using now
Momentum Of Watching Video By Viewing Type
(among those who watch in each of the following ways)
% of
respondents
watch this way
79%
85%
68%
61%
62%
57%
95%
Momentum
30%
24%
15%
9%
8%
3%
12%

14. 14
Half Of Consumers Would Subscribe To At Least One
Network Branded SVOD Service
Few would drop existing SVOD subscriptions
Q.48 Regardless of the monthly subscription price, to which of the following video streaming services would you be interested in subscribing? Q.49 Now
please assume that the monthly subscription for each network streaming service is $4.99 per month. To which of the following network streaming
services that interest you are you likely to subscribe? Q.50 Please select the responses that best reflect the steps you would take in order to afford a
subscription to a network streaming service?
47%
5%
6%
6%
7%
6%
10%
11%
10%
11%
9%
15%
13%
10%
12%
13%
14%
34%
11%
12%
12%
14%
15%
16%
16%
18%
18%
19%
20%
22%
22%
23%
24%
27%
28%
None of these
truTV
TCM
ABC Freeform
The CW
F/X
TBS
Cartoon Network
Disney
Comedy Central
Syfy
TNT
ESPN
Discovery
NBC
Fox
CBS
ABC
Interested
Without Price
Point
Interested If It's
$4.99/month
Interest In Video Streaming Sources
10%
9%
10%
15%
21%
26%
36%
None of these
Cancel my DVR service
Cancel another streaming
service subscription
Cancel a premium channel
Cancel my pay TV service
Cut back on something else
not mentioned here
Would not change any of my
other subscriptions
What Steps Would You Take To Afford This?
(among those interested in one or more of the services to the
left)

15. 15
Majority of Streamers Now Prefer Paid Model For
TV/Movie Viewing
Q.71 In which of the following ways do you prefer watching TV shows, and movies streaming from the Internet on each of the following screens?
44%
45%
50%
40%
37%
32%
16%
18%
19%
2016
2015
2013
For free, with 15- to 30-second commercials integrated into the content
For a monthly subscription fee, without commercials integrated into the content
For a fee for each video, program, or movie I watch, without commercials integrated into the content
Ways In Which TV Show And Movie Streamers Prefer To “Pay” For Long-Form Content On A Connected TV
(Based on those who watch TV Shows or Movies from the Internet)

16. 16
61%
60%
56%
52%
27%
26%
30%
34%
12%
14%
14%
14%
On a tablet screen
On a smartphone or iPod
Touch
On a laptop or computer
screen
Streaming on a Connected
TV
Millennials Most Likely To Pay For Long Form Content
On Any Screen
Q.71 In which of the following ways do you prefer watching TV shows, and movies streaming from the Internet on each of the following screens?
51%
51%
48%
39%
33%
34%
36%
44%
16%
16%
16%
17%
On a tablet screen
On a smartphone or iPod
Touch
On a laptop or computer
screen
Streaming on a Connected
TV
For free, with 15- to 30-second commercials integrated into the content
For a monthly subscription fee, without commercials integrated into the content
For a fee for each video, program, or movie I watch, without commercials integrated into the content
Ways In Which TV Show And Movie Streamers Prefer To “Pay” For Long-Form Content
(Based on those who watch TV Shows and Movies from the Internet, N=912 and N=857)
56%
53%
52%
43%
31%
31%
31%
41%
14%
16%
17%
16%
On a laptop or computer
screen
On a smartphone or iPod
Touch
On a tablet screen
Streaming on a Connected
TV
Millennials, N=474
Xers, N=226
Boomers, N=258

17. 17
85%
63%
45%
38%
28%
27%
8%
YouTube
Facebook
Netflix Instant Streaming
online
Instagram
Twitter
Snapchat
Periscope
Majority Of Those That Watch Mobile Video Are Watching
On YouTube or Facebook
Which of the following sources do you ever use to watch
video on your smartphone?
85%
62%
57%
34%
28%
21%
8%
YouTube
Facebook
Netflix Instant Streaming
online
Instagram
Twitter
Snapchat
Periscope
Which of the following sources do you ever use to
watch video on your tablet?
Magid Mobile Study - 2016: Tablet video viewers Total N=1279; Smartphone video viewers Total N=1358. Q11.2A: Which of the following sources do you ever use to watch video
on your tablet? Select all that apply. Q30.4: Which of the following sources do you ever use to watch video on your smartphone? Select all that apply.
*Netflix included for comparison as top SVOD

18. 18
59%
26%
18%
17%
10%
10%
Facebook Messenger
Snapchat
WhatsApp
Google Hangouts
Vine
Kik
Smartphone
Owners/Users
Video-Based Messaging Services - Especially Snapchat -
Have Become A Major Social Platform
Which of the following messaging services or apps do you
currently use?
Smartphone owners/users Total N=2307; GoPro Owners/Users N=425; Potential Subscribers N=277. Q38A: Which of the following messaging services
or apps do you currently use? Select all that apply.

19. 19
Virtual Reality

20. 20
Among All Consumers, A Third Have Heard of VR But
Only One Quarter Are Familiar
Q.80 How familiar are you with the concept of virtual reality (VR)? Q.81 Are you aware of at-home virtual reality technology?
11%
16%
22%
15%
35%
5-Very familiar
4
3
2
1-Not at all familiar
Familiarity with Virtual Reality (VR)
Asked of total sample, N=1,600
38%
47%
15%
Yes
No
Don't know/not sure
Are you aware of at-home virtual reality technology?
Asked of total sample, N=1,600
VR is the domain of Millennials
Proportion who are 20 – 39:
Aware of VR – 40%
Familiar with VR – 47%
Very familiar with VR – 49%

21. 21
34%
16%
21%
15%
14%
5-Very
interested
4
3
2
1-Not at all
interested
Movies And TV Shows Generate The Highest Interest
Among Both Interested and Uninterested
Travel Is Strong Non-Traditional Category Beating Games Among Total
Pop
Q.84 How interested are you in at-home virtual reality experiences? Q.85 What kind of content would you be interested in experiencing through virtual
reality? Select all that apply. Q.86 Virtual reality viewing can feature many types of genres and experiences. Knowing that the following virtual reality
viewing experiences will be available, which ones might make you interested in trying virtual reality? Select all that apply.
Interest In at-home VR
Experiences
Asked of total sample, N=1,600
VR Content That Would Be Interesting
Based on those at least somewhat interested, 3 –
5
N=800
2%
10%
14%
15%
19%
19%
22%
23%
25%
28%
32%
31%
34%
35%
32%
37%
43%
56%
Other
Office work
Event replays
Short-form video clips
Training for jobs/other activities
Email
Vehicular/Adventure Simulations
Board games
Social Networking
Video calls
Smartphone/tablet games
Live events
Console/PC games
Music videos
Sports
Virtual travel
TV Shows
Movies
50% are at
least
somewhat
interested
50% are at not
interested

22. 22
6 months 12 months 2 years
8 – 19 years old
20 – 39 years old
40 – 51 years old
51 – 70 years old
70+ years old
Nearly 4 In 10 Under 40 Expect To Acquire VR
Headsets In The Next 2 Years
Q.89 How likely are you to buy a new virtual reality headset for use with your mobile device. Please select the response that best fits.
Overall about 25% of homes could have these devices by the end of 2017
0 25% 50% 75%
39%
28%
16%
6%
37%

23. 23
Action-Cameras
23

24. 24
Among Those Aware Of Action Cameras, Most Have
Watched Video Created On Them As Well = Huge Market
Of Viewers
Have you ever watched video created on an action-camera?
Have you ever watched video created on a GoPro?
Magid Mobile Study - 2016: Among those that have heard of or are unsure if they have heard of action-cameras – N=1987. Q54.1: Have you ever watched video created
on an action-camera? Q54.1A: Have you ever watched video created on a GoPro?
62%
26%
12%
61%
26%
13%
Yes No Not sure
Watched video from action-camera
Watched video from a GoPro 75% of American Consumers
Have Heard of Action-Cameras

25. 25
17%
14%
14%
11%
11%
GoPro
Sony
Nikon
Panasonic
Garmin
GoPro Most Owned/Used Action-Camera Device Brand
Among Respondents
Do you personally own or use any action-camera devices from
the following brands?
Magid Mobile Study - 2016: Total N=2500. Q54..2: Do you personally own or use any action-camera devices from the following brands?

26. 26
Esports
26

27. 27
53%
31%
17%
51%
31%
18%
52%
31%
17%
50%
50%
51%
40%
9%
24%
61%
15%
31%
55%
14%
27%
73%
F35-64
F18-34
F8-17
M35-64
M18-34
M8-17
35-64
18-34
8-17
Female
Male
eSports viewers
Total Mention
18% Of Gamers Have Watched eSports In The Last 12
Months
Magid Media Futures 2015: Base: Gamers N=1667; Total mention N=2,400; eSports Viewers N=294; 127.2 Text displayed above; QC. How old are
you? QH Which of the following best describes your racial background?
Age Breakout
Caucasian
Hispanic/
Latino
African
American
Asian
Avg. HH Income:
>$75,000
Total Mention 63% 17% 13% 5% 33%
eSports
viewers
58% 21% 9% 10% 49%
18%
78%
Yes
No
Not sure
“In the past 12 months, have you watched any eSports programming online or attended any
eSports events? eSports is the name for competitive gaming. This could include organized
competitions in the forms of leagues and tournaments for real-time strategy, massively-
multiplayer online or fighting games to name a few.”
(Among all gamers)
Up from 2014: 12%
2013: 9%
China 2013: 42%

28. 28
Thank You For Your
Attention
Mike Vorhaus
President, Magid Advisors
818-231-9110
mvorhaus@magid.com
Contact Us!
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