0. Getting with the Program TV’s Funnels, Paths & Hurdles

1. Discovery Viewing Funnel Research 73% Selection Fandom 50% Sharing 81%
Compared to a few years ago...
Viewing Funnel
73%
become interested in
new shows more quickly
Discovery
Research
Selection
Fandom
Sharing
50%
spend more time researching
shows before watching
81%
watch a greater variety of shows
83%
are fans of more shows
at the same time
61%
agree that TV is a bigger part of their social life

2. How I HEAR ABOUT new shows Top Devices for DISCOVERY
Search
Trial
Loyalty
Sharing
Friend/family in-person
TV Promo
Friend/family via social media/online
Recommendation on a service I use
Seeing it when browsing
Online ad/promo
Network/program website
Network/program social media page
Network/program app
Someone I follow on social media
Top Devices for DISCOVERY
77%
65%
36%
Q4-1. Which are the most important ways you hear about new TV programs? n=1595
Q4-2. Which devices do you usually find out about TV programs on? n=1595 2

3. When I BECOME A FAN of a TV show, I…
Discovery
Research
Selection
Fandom
Sharing
Recommend to others in-person
Invite another person to watch
Recommend online or via social media
Follow the show/characters/actors on social media
Post about the show on social media
Go to the network or show website for more info
Interact with a show online (e.g. polls etc.)
Use a second screen to do show-related activities
Inviting to Co-View,
By Age Group
47%
Digital Natives (13-17)
40%
Millennials (18-34)
29%
Gen X
(35-44)
Q4-7. What do you typically do when you become a fan of a TV program? n=1595 3

4. Marathoning is one of my favorite ways to watch
Digital Natives (13-17)
Millennials (18-34)
Gen X (35-44)
65%
83%
72%
82%
marathon earlier seasons to catch up
74%
marathon once the season is available
62%
like waiting for a few episodes to air to marathon
Q2-3. Which of the following statements about marathoning do you agree with? “Marathoning” means watching three (3) or more episodes of the same program in one day. (strongly agree or somewhat agree) n=1595 4

5. More devices and sources promote more viewing
79% agree that having more ways of accessing shows helps them try more programs
78% wouldn’t have gotten into some shows if they couldn’t watch in multiple ways
Q4-8. How much do you agree or disagree with these statements about how you watch TV today compared to a few years ago? n=1595
Q2-1. We’d like to know a little bit more about your opinions on TV programs. Please indicate how strongly you agree or disagree with these statements. n=1595

6. 56% Viewing paths from Live TV 67% 13% 13% 5% 44% 64% 28% 42% 35%
DVR
56%
64%
28%
13%
Stream
Live TV
42%
35% 5%
VOD

7. 22% Viewing paths from Streams 65% 22% 6% 64% 30% 56% 11% Stream
Live TV
Stream
56%
11% 6%
DVR

8. MANY Screens & Sources ONE Screen & Source “I strongly agree that…”
I never miss my favorite TV shows
It’s important to watch my favorite shows “live”
I’m loyal to a few networks
I wouldn’t give up pay TV because I rely on my DVR
I wait until a few seasons pass before committing to a show
MANY Screens & Sources
ONE Screen & Source
Q2-1. We’d like to know a little bit more about your opinions on TV programs. Please indicate how strongly you agree or disagree with these statements. n=1595 (“strongly agree” shown)

9. 5 top viewing hurdles SOLUTIONS AHEAD 1 2 3 4 5
Q3-5. How often do you find yourself in the following situations when deciding what TV program(s) to watch that have caused you to either watch a different program or to watch in a different way (e.g. on another device, through a different service)? n=1595

10. SOLUTIONS “When the latest episode isn’t available yet, I…” Live TV TV
ACTION
SOURCE on
Find Air Time of SAME SHOW
Live TV 1 2
Find DIFF. SHOW TV
Live TV
DVR
VOD
Some other source 3
Find DIFF. SHOW 4
Some other source
Wait till SAME SHOW is Available
Q3-10. You are looking for the latest episode of a show, but it’s not on live TV at the moment and isn’t available On-Demand or through the network’s website yet. What would you most likely do next? n=

11. SOLUTIONS
“When I can’t find a show on a paid streaming service, I look for…”
SHOW
SOURCE on
Network or show site/app 1
Same
Different 2
Same streaming service
VOD
Same 3
Q3-8. You are looking for a show on a paid streaming service (e.g. Netflix, Amazon Instant Video, HuluPlus), but you can’t find it. What would you most likely do next? Please rank the follow to reflect your first option, second, etc. n=

12. SOLUTIONS “When I can’t find a show on a free source, I look for…”1
Live TV
Same 2
Paid streaming service
Same
VOD
Same 3
Free sources
Different 4
Q3-9. You are looking for a show on free websites on the Internet (e.g. Hulu, YouTube, network or program’s website/app, unofficial sites like Sidereel), but you can’t find it. What would you most likely do next? n=

13. PAST PRESENT FUTURE FINDING a TV show – from paper to cloud
Q5-2. How does your TV viewing today differ from 5 years ago and how do you think things might be in the future (e.g., 5 years from now)? n=50 (verbatim responses)

14. PAST PRESENT FUTURE Watched when it aired
WATCHING a TV show – from push to pull
PAST
PRESENT
FUTURE
Watched when it aired
Watch WHAT I want, WHEN I want
Will watch ANYTHING where, when and how I want
Q5-2. How does your TV viewing today differ from 5 years ago and how do you think things might be in the future (e.g., 5 years from now)? n=50 (verbatim responses)

15. In the next five years, my TV viewing will change by…
Viewers believe the future will offer more options and variety
In the next five years, my TV viewing will change by…    
Having more options for where/how/what to watch
Watching a greater variety of TV programs
Keeping up with more TV programs
at the same time
Getting better recommendations from sources/devices
84%
83%
79%
76%
Q5-1. How do you think your TV viewing will change in the next 5 years? (top box only) n=1595

16. Thank You!