Thinknow Media Report 2019

1
ThinkNow
Media™
Streaming Services Favored Over
Live TV as Gaming and Social
Media Take Over Mobile
2019 Report

2
ThinkNow Media™
Survey Method
Field Timing
303
Hispanics 500
Hispanics
1,250
Total
Base
Sizes
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
250
Non-Hispanic
Whites
250
African-
Americans
250
Asian-
Americans
› 18-64 years of age› April, 2019
ThinkNow Media ™ is a nationwide
survey of Americans’ media consumption
habits and attitudes. Results are shown
by Total Market and by key subgroups
including race/ethnicity and generational
segments.
Background Methodology

3
Summary of Key Findings
On-demand and streaming services are the preferred methods of watching TV programs.
• Digital Cable continues to be the most popular type of TV service and now enjoys a stronger
lead over Satellite TV. This lead is the result of a slight increase in use of Digital Cable and a
significant decline in the use of Satellite TV.
• Live TV viewership continues to decline as consumers opt-into on-demand services. Netflix and
YouTube are now reported as the most common methods for watching TV programs.
• Streaming reported as the Most Often used service for watching TV programming. Younger
watchers are driving this growth with nearly all Gen Z and most Gen Y preferring this method.
Mobile still leads as the platform for video games, while other platforms are showing a
downward trend.
Women and younger age groups (Gen Z and Gen Y) are more involved with social media.
• More likely to say they are addicted to social media and pay attention to influencers.
• Gen Y is more likely to use “private” social media apps to avoid being targeted by brands than
any other age group.

5
Arrows indicate statistically significant difference (95% confidence) versus previous year.
What type of TV service do you receive in your home?
Base Size: Total Market 2017 (n=1,261), 2018 (n=1,311), 2019 (n=1,250)
38%
28%
24%
19%
9%
7%
29%
26%
17% 17%
10%
15%
32%
21% 20%
15%
11%
15%
Digital Cable
(more channels than
Cable TV)
Satellite TV Cable TV (non-digital) Fiber Optic TV
(Verizon FiOS, AT&T U-
verse)
Broadcast (antenna)
only
None of these
2017 2018 2019
Digital Cable continues to be the most popular type of TV service.




• Digital Cable’s lead is now stronger – after a directional increase for this type of service coupled with a significant decline of Satellite TV.
• Overall, the proportion of households that do not have a TV service remained unchanged from 2018.

6
32%
21%
15%
20%
11%
29%
20%
14%
23%
16%
33%
21%
15%
19%
10%
32%
19%
14%
27%
13%
28%
17%
15%
19%
17%
Digital Cable
(more channels than Cable TV)
Satellite TV Fiber Optic TV
(Verizon FiOS, AT&T U-verse)
Cable TV (non-digital) Broadcast (antenna) only
Total Market Hispanics (A) Whites (B) African-Americans (C) Asians (D)
Percentage Point Change Since April ‘18
Letters indicate statistically significant difference (95% confidence)
What type of TV service do you receive at home? (by Ethnicity, 2019)
Total Market (n=1,250), Hispanics (n=500), Whites (n=250), African Americans (n=250), Asians (n=250)
Penetration of Satellite TV declined across all ethnic segments, but less so among Asians.
B
• Digital Cable experienced the largest increase among NH Whites, while Hispanics and African Americans reported higher usage of
Cable TV compared to a year ago.
+3 +1 +5 +1 +3 -5 -7 -7 -7 -3 -2 0 -5 -2 -1 +3 +9 +1 +9 +2 -1 +3 0 +6 -2

7
What are all the ways that you watch TV programs? (Total Market)
Total Market - 2017 (n=1,261), 2018 (n=1,311), 2019 (n=1,250)
On-demand services now top the list of methods used for watching TV programs.
• Netflix still ranks 1st as Live TV shows significant declines over the past 2 years.
• Live TV ranks in 3rd place, trailing behind Netflix and YouTube and at parity with Amazon Prime.
• DVD and DVR are losing ground, while on-demand services such as Hulu and Roku are becoming more popular.
• Hulu experienced the greatest improvement from 2018 to 2019, gaining 10 points.
58%
50%
31%
68%
27%
34%
12%
38%
11%
8%
61%
45%
33%
48%
24%
30%
16%
27%
7%
5%
61%
52%
37% 36%
34%
22%
19% 19%
9%
7%
Netflix YouTube Amazon Prime Live/when airs on
TV
Hulu DVD
(rented/purchased)
Roku Recorded via a
DVR
Apple TV Google TV
2017 2018 2019















8
Percentage Point
Change versus 2018

Hispanics
(A)
Whites
(B)
African-
Americans
(C)
Asians
(D)
0 71%BCD 61% 57% 58%
+7 56% 49% 60%B 61%B
+4 30% 42%AC 30% 37%
-12 35% 37% 40% 37%
+10 34%D 35%D 31% 24%
-8 19% 24%D 20% 14%
+3 20% 19% 21% 16%
-8 11% 23%AD 19%A 14%
+2 9% 9% 11% 9%
+2 5% 7% 9% 5%
+1 5% 4% 7% 5%
What are the all ways you watch TV programs? (by Ethnicity, 2019)
5%
7%
9%
19%
19%
22%
34%
36%
37%
52%
61%
SlingTV
Google TV
Apple TV
Recorded via a DVR
Roku
DVD (Rented or purchased)
Hulu
Live/when the show airs on network TV
Amazon Prime
YouTube
Netflix
Total Market
Netflix and YouTube are the most popular ways to watch TV programs, regardless of ethnicity.
• Hispanics and NH Whiles, however, report a stronger preference for Netflix.
• All ethnic groups report average usage of Live TV.

9
41%
52%
67%
45%
32%
23%
13% 17% 10%
2017 2018 2019
DVR/DVD/Other
Live/when the show airs on network TV
Streaming (Net)
How do you watch TV programming most often?
Total Market: 2017 (n=1,261), 2018 (n=1,311), 2019 (n=1,250)
Streaming increased significantly for the second year in a row as the most often used
method of watching TV programming.
• Streaming’s share has increased by 25 percentage points since 2017, while Live TV has declined by nearly the same proportion.
• Live TV continues to have a strong lead over DVR/DVD watching, but the gap is closing as a result of both services declining this year.





(Total Market)

10
How do you watch TV programming most often?
Total Market: 2017 (n=1,261), 2018 (n=1,311), 2019 (n=1,250)
Streaming service by Age 18-22 (n=244), 23-38 (n=546), 39-54 (n=341), 55-64 (n=219)
The use of streaming services as a preferred method for watching TV programing declines
significantly with age.
• Nearly all of Gen Z report these services as their most often used method of watching TV programs.
67%
93%
80%
59%
44%
Total Market Age 18-22 (A) Age 23-38 (B) Age 39-54 (C) Age 55-64 (D)
(% Streaming 2019)
BCD
CD
D
Letters indicate statistically significant difference (95% confidence) versus previous year.

11
29%
24%
29% 25%
39%
31%
26%
21%
28% 27%
37%
38%
39%
36% 44%
38%
35% 41%
42%
36% 43%
30%
34% 37% 35% 31%
23%
34% 33% 37% 36%
31% 33%
Total
Market
Hispanics
(A)
Whites (B) African
Americans
(C)
Asians (D) Male (E) Female (F) 18-22 (G) 23-38 (H) 39-54 (J) 55-64 (K)
I would like more TV show
streaming services to choose from
There is just the right amount of TV
show streaming services available
There are too many TV show
streaming services available
Which of these statements regarding streaming services for TV programs do
you agree with most? (2019)
Opinions are evenly split regarding the number of streaming services available for TV
programming. One in three want more services.
• Asians and Boomers (age 55-64) are significantly more likely to say that there are too many, while Hispanics and Whites want more.
D
GABC
D
Ethnicity Gender Age
Gender Male (n=659), Female (n=691), Age 18-22 (n=244), 23-38 (n=546), 39-54 (n=341), 55-64 (n=219)
Total
Market Hispanics Whites
African
Americans Asians Male Female
Age
18-22
Age
23-38
Age
39-54
Age
55-64
(A) (B) (C ) (D) (E ) (F) (G) (H) (J) (K)

12Total Market – 2017 (n=1,261), 2018 (n=1,311), 2019 (n=1,250)
By 2022, 4 out of 10 consumers expect that they will be streaming most or all their TV shows.
Thinking about the near future (2-3 years from now), how do you see yourself watching TV programming? (Total Market)
8%
17% 13%
25%
19%
21%
26%
24%
23%
22%
27%
28%
20%
12% 15%
2017 2018 2019
Exclusively online/streaming
Mostly online/streaming
Equally
Mostly on cable/satellite
Exclusively on cable/satellite
42% 39% 43%Exclusively/Mostly Online/Streaming →
• This proportion has remained stable the past couple of years.








13
Among those who prefer online/streaming – 2017 (n=408), 2018 (n=536), 2019 (n=555)
Among those who prefer cable/satellite – 2017 (n=509), 2018 (n=422), 2019 (n=386)
Convenience continues to be the top reason for preferring streaming methods over cable or
satellite. Habit, on the other hand, is the top reason for preferring cable/satellite.
What are the reasons why you see yourself watching mostly or only cable/satellite versus online streaming?
• Price savings is less of a motivator for preferring streaming services.
• Variety of programming, including Spanish-language programming, rebound as key influencers for cable/satellite.
Reasons Why Prefer Cable/SatelliteReasons Why Prefer Online/Streaming
10%
18%
37%
55%
4%
14%
24%
55%
16%
18%
38%
62%
Spanish-language programming
Sports programming not available online
More variety of programming than online
I am used to it/No need to change
9%
25%
45%
45%
49%
64%
6%
24%
47%
50%
62%
65%
7%
37%
39%
51%
74%
66%
I prefer it for my children
Certain shows I like are only available
online
It's the future of TV
I can watch back-to-back episodes of the
same program
Less expensive than cable/satellite
I can watch programs on my own schedule
2017
2018
2019










14
33%
4%
15%
15%
17%
19%
30%
33%
43%
2018
25%
6%
13%
16%
18%
17%
28%
31%
45%
2019
24%
10%
17%
19%
20%
25%
41%
39%
46%
2017
Total Market – 2017 (N=1,261), 2018 (N=1,311), 2019 (n=1,250)
Mobile devices continue to be the most popular way to play video games, topping consoles and
computers, which are showing a downward trend.
Which of the following video-game related activities have you
done in the past 12 months? (Total Market)
Played a video game on a mobile device
Played a video game on a console video gaming system
Played a video game on a laptop or desktop computer
Used a gaming console to stream other forms of entertainment
Watch others play online games live
Watch recorded videos of others playing video games
Played a video game in an arcade
Attend live events to watch others play video games
None of the above









15
Total Market
Hispanics
(A)
Whites
(B)
African-
Americans
(C)
Asians
(D)
42% 46% 47% 41%
34% 27% 36% 28%
24% 30% 22% 31%C
17% 18% 20% 19%
20% 14% 21% 18%
15% 15% 18% 23%AB
15% 13% 13% 13%
9%D 5% 6% 3%
28%C 26% 19% 30%C25%
6%
13%
16%
17%
18%
28%
31%
45%
African Americans are the least likely to report doing video-game related activities.
done in the past 12 months? (2019)
None of the above

16
Gender – Age 18-22 (n=244), 23-38 (n=546), 39-54 (n=341), 55-64 (n=219)
Millennials and Gen X consumers are the most likely to play video games on a mobile device,
although the youngest cohorts are significantly more involved with video-gaming overall.
done in the past 12 months? (2019)
• In general, video-game related activities decline significantly with age.
Total Market
Gen Z
18-22
(G)
Millennials
23-38
(H)
Gen X
39-54
(J)
Boomers
55-64
(K)
40% 46% 50%K 37%
47%JK 39%JK 26%K 15%
44%JK 33%J 19% 24%
31%JK 26%JK 12% 8%
29%JK 23%JK 12% 10%
37%HJK 22%JK 9% 4%
21%JK 18%K 10% 7%
14%JK 9%K 4% 1%
7% 18%G 26%G 47%GHJ
None of the above 25%
6%
13%
16%
17%
18%
28%
31%
45%

17
Total Market – 2017 (n=1,261), 2018 (n=1,311), 2019 (n=1,250)
The use of multiple devices at once continues to be a prevailing trend.
How often do you use/view more than one device at a time? (Total Market)
8% 9% 6%
12% 11%
8%
2% 3%
5%
15% 13%
15%
15% 16% 18%
48% 47% 49%
2017 2018 2019
Several times a day
About once a day
A few times a week
About once a week
I rarely do this
Never
• The proportion of those who find themselves using multiple devices at a time once a week or less has declined significantly.



Once / Several times a day → 63% 63% 67%
22% 23% 19%

Once a week / Rarely / Never→

18
Gender – Male (n=659), Female (n=691). Age 18-22 (n=244), 23-38 (n=546), 39-54 (n=341), 55-64 (n=219)
Hispanics and women are the most likely segments to use multiple devices at once multiple
times in a day.
How often do you use/view more than one device at a time? (2019)
67% 70% 68% 65% 63% 64% 70% 62% 70% 67% 62%Once / Several times a day →
6% 4% 7% 5% 6% 7% 5% 2% 3% 7% 11%
8% 9% 7% 9% 9% 11%
4% 8% 5%
8%
12%5% 5% 3% 6% 7% 4%
5%
10%
6%
3%
3%15% 12% 16% 15% 14% 14%
16%
17%
16%
16%
11%
18%
16%
19% 15%
18% 21%
14%
17%
19%
19% 13%
49%
54%
48% 50% 45% 43%
55%
46% 51% 48% 49%
Total Market Hispanics (A) Whites (B) African
Americans (C)
Asians (D) Male (E) Female (F) 18-22 (G) 23-38 H) 39-54 (J) 55-64 (K)
Several times a day
About once a day
A few times a week
About once a week
I rarely do this
Never
D
GH
• Boomers (age 55-64) are the least likely segment to multi-task.
E
F
F

19
13% 11% 12% 15%
9% 12% 13% 11% 12% 12% 14%
15% 16% 14%
14%
18%
18% 12%
22% 15% 14% 11%
30%
25% 31% 29% 31% 25% 36%
35%
28% 26%
39%
27%
29%
28% 22% 29% 30% 23%
23%
24% 32%
24%
16% 19% 15% 19%
14% 15% 17%
9%
21% 16% 11%
Very comfortable
Somewhat comfortable
Not sure
Not very comfortable
Not comfortable at all
Gender – Male (n=659), Female (n=691), Age 18-34 (n=685), 35-54 (n=446), 55-64 (n=219)
How comfortable are you with sharing your media habits in order to get a customized experience
from a media company? (2019)
C
43% 48% 43% 41% 43% 45% 40% 32% 45%G 47%G 36%Very / Somewhat comfortable →
D
GK
E
Total Market Hispanics Whites
African
Americans Asians Male Female
Age
18-22
Age
23-38
Age
39-54
Age
55-64
(A) (B) (C ) (D) (E ) (F) (G) (H) (J) (K)
Only 1 in 6 (16%) feel very comfortable sharing media habits in exchange for a customized
experience from a media company.
• Millennials (age 23-38) report the highest comfort with sharing their media habits.

20
Age 18-34 (n=685), 35-54 (n=446), 55-64 (n=219)
Appeal of new TV services by Apple and Disney is moderate and similar for both.
21% 23%
16%
19%
35% 28%
16% 16%
12% 13%
Apple TV Plus Disney Plus
Very likely
Somewhat likely
Not sure/Would need to know
more about it
Not very likely
Not likely at all
• Hispanics and Millennials report the strongest interest in these services.
How likely are you to consider subscribing to the new “Apple TV Plus” or “Disney Plus” service? (Total Market 2019)
% Very / Somewhat Likely To Consider Subscribing
Hispanic (A) 37% BC 38% BC
Whites (B) 25% 27%
African Americans (C) 28% 30%
Asians (D) 31% 28%
Age 18-22 (G) 22% 32% K
Age 23-38 (H) 34% GK 38% K
Age 39-54 (J) 31% K 29% K
Age 55-64 (K) 16% 14%

21
Among those to likely to suscribe to Apple TV Plus – (n=365)
Among those to likely to suscribe to Disney Plus – (n=404)
Do you think the service would replace your current TV service or would you get it in addition to what you have now?
(Among those who are very or somewhat likely to consider subscribing)
24% 25%
45%
59%
30%
16%
Apple Plus Disney Plus
Would replace what I have
Would I get in addition to what I have now
Not sure
Most of those who would consider obtaining the services would get them in addition to what they
currently subscribe to.

22
30% 29%
32%
25% 27% 26%
34%
40%
37%
26%
21%
9% 11% 9% 8% 7% 7% 11% 5% 15% 9% 1%
TOP 2 BOX: Describes Me
Completely / Somewhat
TOP BOX: Describes Me
Completely
3 in 10 report being addicted to social media.
GK
JK
Total Market Hispanics
(A)
Whites
(B)
African
Americans
(C)
Asians
(D)
Male
(E)
Female
(F)
18-22
(G)
23-38
(H)
39-54
(J)
55-64
(K)
E
JK
I am addicted to social media.
Gender Male (n=659), Female (n=691), Age 18-22 (n=244), 23-38 (n=546), 39-54 (341), 55-64 (n=219)
K
• This feeling declines significantly with age.
• Women are more likely than men to agree with this statement.

23
26%
32%
25% 26% 27%
22%
30%
38% 39%
20%
9%
9% 10% 8% 8% 7% 7% 10% 8% 15% 6% 1%
Completely
I pay attention to what social media “influencers” recommend in terms of
products, services or brands.
Younger consumers are significantly more likely to say they pay attention to social media
“influencers”.
• Hispanics, women, and Gen Y report the largest proportion of top box ratings.
JK
JK
K
JK
(A)
Whites
(B)
African
Americans
(C)
Asians
(D)
Male
(E)
Female
(F)
18-22
(G)
23-38
(H)
39-54
(J)
55-64
(K)

24
29%
26%
32%
22%
27%
33%
26%
19%
34% 32%
23%
8% 9% 7% 9% 6% 9% 7% 5% 12% 7% 5%
Completely
Non-Hispanic Whites, Men, and Millennials are more likely to feel taken advantage of by
brands on social media.
GK
C GK
G
• The youngest age group is the least likely to feel that way.
I feel brands take advantage of me on social media.
(A)
Whites
(B)
African
Americans
(C)
Asians
(D)
Male
(E)
Female
(F)
18-22
(G)
23-38
(H)
39-54
(J)
55-64
(K)

25
24%
29%
20%
26%
29%
25%
22% 22%
32%
22%
13%
9% 13% 7% 9% 7% 8% 9% 8% 13% 7% 3%
Completely
One-fourth reports using private social media apps to avoid being targeted by brands.
K
B K
• Hispanics, Asians, and Millennials are more likely to agree with this statement.
I use “private” social media apps like WhatsApp so that I am not targeted by brands.
B
(A)
Whites
(B)
African
Americans
(C)
Asians
(D)
Male
(E)
Female
(F)
18-22
(G)
23-38
(H)
39-54
(J)
55-64
(K)

27
Sample Profile
(A)
Whites
(B)
African-
Americans
(C)
Asian-Americans
(D)
Base size (1250) (500) (250) (250) (250)
Male 50% 51% 50% 48% 47%
Female 50% 49% 50% 52% 53%
Age
Gen Z (18-22) 5% 6% 5% 5% 4%
Millennials (23-38) 37% 46% 32% 39% 43%
Gen X (39-54) 37% 35% 37% 36% 35%
Boomers (55-64) 22% 13% 25% 20% 18%
% Married/living with partner 52% 53%C 57%C 34% 57%C
% with one ore more children 34% 47%BD 30% 39% 30%
%Employment 68% 65% 69% 66% 69%
% College Graduate or More 37% 25% 41%AC 21% 60%ABC
% Foreign Born 18% 40%BC 12% 9% 53%ABC
% Parent Foreign Born 27% 57%CD 16% 16% 80%ABC
Median Annual HH Income $57K $46K $62K $36K $83K
Gender Male (n=659), Female (n=691), Age 18-34 (n=685), 35-54 (n=446), 55-64 (n=219)

Thinknow Media Report 2019

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