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 IAB Ireland Video On Demand December 2014 In association with:

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1  IAB Ireland Video On Demand December 2014 In association with:

2 Agenda 2 REACH Who watches VOD, how and where? RESONANCE Why does VOD resonate with viewers? REACTION How do VOD viewers react to advertising?

3 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 study Nielsen 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)

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. Nielsen | Prepared For: IAB Ireland - Video On Demand 4

5 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

6 REACH Who watches VOD, how and where?

7  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 22 in 51 in 31 in 4 A16-24A16-34A25-44HSKHSK+K

8  Nearly 2 in 3 VOD viewers claim to watch for 1+ hours a day… 8 Nielsen | Prepared For: IAB Ireland - Video On Demand 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? 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

9  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 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

10  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 decimals Nielsen | Prepared For: IAB Ireland - Video On Demand Type of content watched by VOD viewers ProfessionalUser-Generated 84% 79% 21% [Professional only] 62% [Both] 16% [User- generated only] < 10 mins> 10 mins 83% 80% 20% [<10 mins only] 63% [Both] 17% [> 10 mins only]

11  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 months Base: Viewed VOD content in last 6 months All (n= 1,195); 16-24 (n=215)

12  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%

13  2 in 5 (40%) of VOD viewers use both services to access content 13 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  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 months Base: Viewed VOD content in last 6 months (n= 1,195-215)

15  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  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

17  Set Top Box TVs are the second most popular device for longer-form professional video content 17 60%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).

18  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 Smartphones and Tablets are most likely to be used to watch VOD out of home

19  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%

20  Poor internet connectivity is a key barrier to stronger VOD consumption 20 Nielsen | Prepared For: IAB Ireland - Video On Demand 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? 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

21 REACH Complementing TV

22  VOD viewing rises sharply during traditional prime-time TV hours (6pm-9pm) 22 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

23  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 Viewers Average 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%) 60% are primarily light/medium TV viewers

24  VOD delivers on hard to reach audiences 24 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 viewing Nielsen | Prepared For: IAB Ireland - Video On Demand Peak Viewing: M-F 6pm-9pm Index 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

25  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 Video On Demand Viewers Share of Average Daily TV vs. Daily VOD Viewing % 30% watch more VOD than TV Watch More VOD Than TV Watch Equally VOD & TV Watch More TV Than VOD 45% A16-24 27% HSK+K Watch more VOD than TV

26 RESONANCE Why does VOD resonate with viewers?

27  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 CONTENT 48% 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

28  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

29  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 content 30% Only available online 15% Prefer VOD to TV content 54% 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  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 Movies 63% Drama 50% Movies 34% Sport 39% Box Sets 48% News & Current Affairs 33%

31 REACTION How do VOD viewers react to advertising?

32  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%

33  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 Agreement Base: 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 mins User Generated <10 mins

34  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 Agreement Base: 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 content A16-24 70% A16-34 74% A25-44 73% HSK 73% HSK+K 72%

35  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/Happy Base: 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%

36  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/Happy Base: Those who recall seeing advertising in & around VOD content (n=716-758 to 167-152) 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  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

38 Video On Demand: Key Insights

39 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

40  IAB Ireland Video On Demand December 2014 In association with:


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