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TVGuide.com Consumer Research

More, More, More: Viewer Panel Insights
June 2012




                               @christytanner
                      EVP & GM, TVGuide.com & TV Guide Mobile
Can we predict
the future?




                 2
Smartphones and tablets are changing
   the definition of entertainment




                                       3
People are watching more TV than ever

     34% now watch 30+ hours per week

                                                                            34%

                                       32%

     28%




     2010                               2011                                2012

            Source: TV Guide TV Team Survey; June 2012; 2,900 respondents          4
They are embracing
  new shows and new options


“This season
is better than                                         42%
  last year”


       Source: TV Guide TV Team Survey; June 2012; 2,900 respondents   5
43% are watching MORE streaming
  content this year vs. last year




         Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
                                                                         6
                New Girl photo: credit Patrick McElhenney/FOX
68% are watching 1-5 hours of video
   per week on mobile devices




         Source: TV Guide TV Team Survey; June 2012; 2,696 respondents   7
46% of mobile video watching
    takes place at home




        Photo by Scott Macklin www.mcdm.uw.edu
                                                 8
How do you feel about
ads in streaming video?




                          9
66% hate ads during streaming videos

                Ok with ads                               Hate ads

                                                     66%


    40%
          35%                                                                    34%
                                                                                       32%



                                      12%



    Before                               During                                   After


                 Source: TV Guide TV Team Survey; June 2012; 2,900 respondents               10
During this season, we saw a 56%
increase in paid streaming (no ads)

                                                                        53%
                        + 56%
      34%




     Fall 2011                                                   Spring 2012



             Source: TV Guide TV Team Survey; June 2012; 2,900 respondents     11
However, 60% of total mobile video
consumption was free (ad-supported)




          Source: TV Guide TV Team Survey; June 2012; 2,696 respondents   12
Why do you watch
streaming video?




                   13
73%   to catch up on missed episodes

      to catch up on shows discovered
40%
      mid-season or between seasons


6%    cut back on cable


5%    cancelled cable



        Source: TV Guide TV Team Survey; June 2012; 2,900 respondents   14
The expanded discovery window is
causing massive habit fragmentation


                        have discovered a new

 86%                    favorite after a few
                        episodes or seasons aired




          Source: TV Guide TV Team Survey; June 2012; 2,900 respondents   15
“A lot of the time I wait
and see what the buzz is after
     a couple episodes.”



       Source: TV Guide TV Team Survey; June 2012; 2,900 respondents   16
“Typically, I will catch at least
part of an episode … then go back
  and watch from the beginning
     either online, on demand,
        or summer reruns.”


          Source: TV Guide TV Team Survey; June 2012; 2,900 respondents   17
“I used to wait for reruns or DVD's,
 but now I use Netflix or Hulu Plus
   to watch from the beginning.”



          Source: TV Guide TV Team Survey; June 2012; 2,900 respondents   18
“Comedies, I'll start in
the middle. Dramas, I try
    to catch up first.”



     Source: TV Guide TV Team Survey; June 2012; 2,900 respondents   19
Two people, same room:
Different devices, different shows




                         47%
have co-viewed* with a companion at home

      *TVGuide.com will give a prize for the best Twitter-suggested
          new verb to describe this behavior: @christytanner



               Source: TV Guide TV Team Survey; June 2012; 2,696 respondents   20
How do we make discovery
and co-viewing* easier?




                           21
TVGuide.com’s Watchlist
makes TV simple again – on any device




                                        22
Top new Watchlist shows last fall
predicted 8 of 10 full season pickups




                              g




              Source: TV Guide internal reporting   23
Three new shows cracked the top 10
 streaming videos on TVGuide.com




          Source: TV Guide internal reporting Sept 2011– May 2012   24
Can we predict
the future?




                 25
Arrow is the #1 new drama
added to Watchlists – so far




         Source: TV Guide internal reporting   26
Top 10 new dramas added to Watchlists




              Source: TV Guide internal reporting   27
1600 Penn is the #1 new comedy
  added to Watchlists – so far




                                 28
Top 10 new comedies
 added to Watchlists




      Source: TV Guide internal reporting   29
Thank you.



         @christytanner
EVP & GM, TVGuide.com & TV Guide Mobile

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Christy Tanner | TV Guide Digital | More, More, More: Viewer Panel Insights

  • 1. TVGuide.com Consumer Research More, More, More: Viewer Panel Insights June 2012 @christytanner EVP & GM, TVGuide.com & TV Guide Mobile
  • 2. Can we predict the future? 2
  • 3. Smartphones and tablets are changing the definition of entertainment 3
  • 4. People are watching more TV than ever 34% now watch 30+ hours per week 34% 32% 28% 2010 2011 2012 Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 4
  • 5. They are embracing new shows and new options “This season is better than 42% last year” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 5
  • 6. 43% are watching MORE streaming content this year vs. last year Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 6 New Girl photo: credit Patrick McElhenney/FOX
  • 7. 68% are watching 1-5 hours of video per week on mobile devices Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 7
  • 8. 46% of mobile video watching takes place at home Photo by Scott Macklin www.mcdm.uw.edu 8
  • 9. How do you feel about ads in streaming video? 9
  • 10. 66% hate ads during streaming videos Ok with ads Hate ads 66% 40% 35% 34% 32% 12% Before During After Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 10
  • 11. During this season, we saw a 56% increase in paid streaming (no ads) 53% + 56% 34% Fall 2011 Spring 2012 Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 11
  • 12. However, 60% of total mobile video consumption was free (ad-supported) Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 12
  • 13. Why do you watch streaming video? 13
  • 14. 73% to catch up on missed episodes to catch up on shows discovered 40% mid-season or between seasons 6% cut back on cable 5% cancelled cable Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 14
  • 15. The expanded discovery window is causing massive habit fragmentation have discovered a new 86% favorite after a few episodes or seasons aired Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 15
  • 16. “A lot of the time I wait and see what the buzz is after a couple episodes.” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 16
  • 17. “Typically, I will catch at least part of an episode … then go back and watch from the beginning either online, on demand, or summer reruns.” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 17
  • 18. “I used to wait for reruns or DVD's, but now I use Netflix or Hulu Plus to watch from the beginning.” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 18
  • 19. “Comedies, I'll start in the middle. Dramas, I try to catch up first.” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 19
  • 20. Two people, same room: Different devices, different shows 47% have co-viewed* with a companion at home *TVGuide.com will give a prize for the best Twitter-suggested new verb to describe this behavior: @christytanner Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 20
  • 21. How do we make discovery and co-viewing* easier? 21
  • 22. TVGuide.com’s Watchlist makes TV simple again – on any device 22
  • 23. Top new Watchlist shows last fall predicted 8 of 10 full season pickups g Source: TV Guide internal reporting 23
  • 24. Three new shows cracked the top 10 streaming videos on TVGuide.com Source: TV Guide internal reporting Sept 2011– May 2012 24
  • 25. Can we predict the future? 25
  • 26. Arrow is the #1 new drama added to Watchlists – so far Source: TV Guide internal reporting 26
  • 27. Top 10 new dramas added to Watchlists Source: TV Guide internal reporting 27
  • 28. 1600 Penn is the #1 new comedy added to Watchlists – so far 28
  • 29. Top 10 new comedies added to Watchlists Source: TV Guide internal reporting 29
  • 30. Thank you. @christytanner EVP & GM, TVGuide.com & TV Guide Mobile