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Adobe Digital Insights Q2 2016 TV Everywhere Report
2. © 2016 Adobe Systems Incorporated. All Rights Reserved.
Methodology
Analysis based on aggregated and anonymous data from Adobe Marketing Cloud
Includes consumer video viewing data from 2015 and 2016
Adobe does not use any personally identifiable information to generate this report
Sample information includes:
1.6 billion TV Everywhere authentications in North America
300+ different sites and apps acting as access points for TV Everywhere
Solutions Leveraged:
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Adobe
Primetime
Adobe
Analytics
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Key Insights
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1. TVE time spent viewing on TV Connected Devices has increased 149% YoY
2. TVCDs have become standard household devices with 143% sales growth YoY
3. An eSports app could be TVE’s gateway to the gaming masses
o Gaming consoles represent ~40% of TVCDs, but less than 1% of all TVE video starts
4. Android devices drawing new TVE viewers into the market
o Android share of TVE authentications up 40% YoY
5. TVE grows, but loses momentum after Q1 successes
o Authenticated viewing grew 78% YoY driven by unique visitor growth
4. © 2016 Adobe Systems Incorporated. All Rights Reserved.
1 / TV Returns to the Living Room
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• Nearly half of time spent occurs on TVCDs - further cementing TVE as a home-based activity
• Browsers were the medium of choice last year, but TVE awareness and app development have progressed bolstering
viewership on TVCDs
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2 / Strong TVCD Sales Indicate Growing Market & Viewer Base
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Online sales for TVCDs up 143% YoY
Strong, existing consumer interest in SVOD helping drive TVCD sales
Projection: 56M U.S. households have subscriptions to at least one SVOD service(Strategy Analytics, end of 2015)
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3 / eSports: TVE’s Gateway to the Gaming Masses
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eSports app could entice gaming audience into TVE
Gaining ground in broadcast TV
Social mentions grew 116% (since June 2014)
• Large spikes: League of Legends & DOTA 2 tournaments
Twitch: Had over 100 million UVM last year (WSJ)
TVE is missing a huge opportunity on gaming consoles
Consoles make up ~40% of TVCDs, but only <1% of all TVE
video starts
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4 / Android Devices Drawing New TVE Viewers Into The Market
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Android, Roku & Macs see significant YoY Growth
Android share of TVE authentications up 40% YoY
Early adopters of TVE were iOS viewers and it is now being used by a wider audience
Chromecast growth likely drawing in more Android viewers
iOS share of TVE authentications down 18% YoY
Share of authentications dropped due to weak viewer growth on iOS devices;
increase in viewing frequency not enough to offset
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5 / Programming Seasonality Showing its Effects
TVE growing but lost momentum
after Q1 successes
Authenticated viewing grew 78% YoY,
but dropped 64% QoQ
Strong growth spurred primarily by
unique visitor growth
Major sporting events in Q3 expected
to bring TVE viewing to an all-time high
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6 / Device Viewing Frequency Remains Constant
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Frequency on all devices remains fairly
stagnant YoY:
Viewers appear to have fallen into their routines
watching the same amount of videos per month
There have not been any large disruptions in
technology to shift TVE viewing behaviors
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A Few Predictions
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1. Single sign-on: Devices like Roku and Amazon Fire will follow in the footsteps of
Apple TV by implementing a single sign-on solution, easing entry into TVE
2. Netflix vs Hulu: Programmers will withhold more content from Netflix to focus on
Hulu, their own TVE offerings and those of MVPDs – as Netflix continues to
accelerate investments in original programming
3. Pure-play AVOD services will struggle: why watch commercials when ad-free
services like Netflix and Amazon are a click away?
4. Skinny bundles: MVPDs will continue creating alternatives to traditional cable TV
but will struggle with the underlying economics
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Glossary
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Viewing frequency: Video start per unique viewer
Authenticated video: Video content that requires credentials from multichannel video programming distributor
(MVPD)
SVOD: Subscription Video on Demand (i.e. Netflix, Hulu, Amazon Prime)
TVCD: TV Connected device, which includes Apple TV, Roku, Chromecast, Amazon Fire, gaming consoles such as
Xbox and PlayStation, and other platforms
Active monthly viewer: Viewer who authenticates at least once per month
Monthly unique visitor: Total number of unique visitors for the month
Access types:
• Browser includes Chrome, IE, Firefox, and Safari on both PC and mobile devices
• iOS app is an app on any Apple mobile device
• Android app is an app located on any Android mobile device
• Gaming console and OTT includes data from apps on Xbox, PS4, Apple TV, Roku, Amazon Fire TV, and other similar devices
Hinweis der Redaktion Note: for 80%, the second largest tech vendor is at 22.5% Trend out SVOD vs TVE adoption Trend out SVOD vs TVE adoption Marketers and developers should be focusing on how to engage this sleeping giant of an audience There are indeed more iOS users YoY, but iOS isn’t growing as fast as the other access types