1. Children have widespread access to various media technologies at home, though access to certain devices like tablets depends on family economics. 2. While television still dominates children's media time, TV viewing is fragmenting across more channels and streaming services. Streaming of TV programs and online videos is growing among children. 3. Competing for children's attention is an international landscape that includes both traditional broadcasters and digital services across various devices, led by tablets for streaming. The rise of mobile devices is also increasing kids' access to online media on the go.

1. 1Analyse, NRK

2. Our children – the real digital winners

3. 30
35
43
45
55
64
80
89
92
94
98
98
0 20 40 60 80 100
Apple TV
Mobiltelefon (ordinær)
Ipod
Smart-TV
DAB radio
PVR
Radio
DVD-spiller
Mediebrett
TV-apparat
PC/datamaskin
Smarttelefon
2015
Children have access to everything
Access to media technology in the household for children
N= 773
20
3Source: TNS Mediebarn

4. But the family economics decide whether kids have their own
tablet
11%
66%
0%
10%
20%
30%
40%
50%
60%
70%
Source: «Digital Tweens, Yle, DR og NRK 2015

5. It is still «TV» that dominates how their
mediatime is spent
1
1
0
0
2
0
1
7
4
2
1
8
5
2
4
32
6
5
4
15
11
10
12
35
35
51
54
35
49
68
67
22
53
41
40
39
32
19
15
3
Er på internett via PC
Hører på radio
Leser tegneserier
Ser film/DVD
Er på internett via mediebrett
Leser bøker
Hører på musikk
Ser TV
3 timer eller mer 1-2 timer 31-60 minutter 30 minutter eller mindre Bruker ikke tid på dette
15
En vanlig hverdag. N= 773.
5Source: TNS Mediebarn

6. So lets talk about

7. AND LETS INCLUDE TEENAGERS TOO
(12-19 year olds)

8. People still have TVs. Kids and teenagers too
% of households with TV
Analyse, NRK 8
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
90,0
100,0
år2007 2008 2009 2010 2011 2012 2013
Q1
2013
Q2
2013
Q3
2013
Q4
2014
Q1
2014
Q2
2014
Q3
2014
Q4
2015
Q1
2015
Q2
Source: TNS TV-Meterundersøkelsen

9. Total TV-viewing over time
Kids and teenagers always watched less, but the difference is
increasing
Analyse, NRK 9
76
67
158 153 149
157 162 160
153
145
167
179 179 175 171
161 167 168
0
20
40
60
80
100
120
140
160
180
200
P2-11
P12-19
P12+
Source: TNS TV-Meterundersøkelsen

10. Timeshift kids
And even if timeshift increases it doesnt help enough
Analyse, NRK 10
0
20
40
60
80
100
120
jan-sept09 jan-sept10 jan-sept11 jan-sept12 jan-sept13 jan-sept14 jan-sept15
Live
Playback 0-7 days
Playback 8-21 days
Live
94 %
Playback
0-7 days
5 %
Playback
8-21 days
1 %
jan-sept15
Source: TNS TV-Meterundersøkelsen

11. Timeshift teenagers
Same goes for teenagers
Analyse, NRK 11
0
20
40
60
80
100
120
jan-sept09 jan-sept10 jan-sept11 jan-sept12 jan-sept13 jan-sept14 jan-sept15
Live
Playback 0-7 days
Playback 8-21 days
Live
94 %
Playback
0-7 days
5 %
Playback
8-21 days
1 %
jan-sept15
Source: TNS TV-Meterundersøkelsen

12. Total use of the TV daily (minutes)
But the total time spent on TV screens is not falling as much
Analyse, NRK 12
80 76
20 29
0
20
40
60
80
100
120
jan-sept14 jan-sept15
Annen Bruk av TV
total P2-11
TTV P2-11
75
67
21
29
0
20
40
60
80
100
120
jan-sept14 jan-sept15
Annen Bruk av TV
total P12-19
TTV P12-19
Source: TNS TV-Meterundersøkelsen

13. THE TV MARKET (SHARES OF VIEWING)

14. Share of viewing %, children, whole day
Fragmentation of viewing, but NRK Super and Disneys dominate
Analyse, NRK
0
10
20
30
40
50
60
70
80
90
100
Whole Day
Boomerang
Nick Jr.
Nickelodeon
Disney Toon/XD
Disney Playhouse/Junior
Disney Channel
TVNORGE
TV 2
NRK3/Super
NRK1
Source: TNS TV-Meterundersøkelsen

15. Share of viewing %, teenagers, whole day
Analyse, NRK 15
0
10
20
30
40
50
60
70
80
90
100
jan-sept00 jan-sept01 jan-sept02 jan-sept03 jan-sept04 jan-sept05 jan-sept06 jan-sept07 jan-sept08 jan-sept09 jan-sept10 jan-sept11 jan-sept12 jan-sept13 jan-sept14 jan-sept15
Disney Toon/XD
Disney Channel
Nickelodeon
MTV
TLC Norge
Discovery
Viasat 4
TV3
VOX
MAX
FEM
TVNORGE
TV 2 Bliss
TV 2 Nyhetskanalen
TV 2 Zebra
TV 2
NRK3/Super
NRK2
NRK1
Source: TNS TV-Meterundersøkelsen

16. LETS FOCUS ON THE KIDS AGAIN,
AND ON:

17. STREAMING

18. One third of Norwegian households subscribe to streaming
Kids live in those households
18
29%
23%
6%
4%
2%
0%
1%
2%
37%
30%
8%
6%
3%
1%
7%
1%
2%
36%
29%
7%
7%
3%
0%
5%
1%
1%
Abonnerer på minst én
strømmetjenste
Netflix
TV 2 Sumo
Viaplay
Cmore
Filmnet
HBO Nordic
Dplay
Andre abonnement
2014 - feb 2014 - sept 2015 - feb
Andeler av totalt antall husstander (2 259 000)
Source: TNS Gallup TV-utstyrsundersøkelsen

19. 5 6
9
6
16 16
20 18 17
20 18
21 21
0
10
20
30
40
50
60
Q2-12
Q3-12
Q4-12
Q1-13
Q2-13
Q3-13
Q4-13
Q1-14
Q2-14
Q3-14
Q4-14
Q1-15
Q2-15
TV-programmer, filmer og serier på Internett (daglig)
Generally:
Watching tvprograms, films and series via streaming grows
steadily, not fast. Population 15 yrs + (daily reach%)
Prosent
77
• Base: 1044. Tallene gjelder hele Internettbefolkningen.
19
Source: TNS Interbuss

20. Traditional TV is still twice the size of streaming for all kids,
but kids stream twice as much as adults
(daily reach %)
Analyse, NRK 20
78
82 81 81
77 80 81 80
46
43
37
42
21
10-11 år 6-9 år 3-5 år Total Web-TV blant voksne
TV 2014 TV 2015 Web-TV 2015
15-29 yrs:
41%
Source: TNS Mediebarn + TV-meterundersøkelsen

21. It is an international competition for the attention of the kids,
regardless of broadcast form or channels
(weekly reach in %)
Analyse, NRK 21
59
50
41
25
10
6 6
4 4 4 2 2 2 1 1 1
63
40
38
30
25
23
20
18 17
15 15 14
12 10
8 8
Youtube
NRKSuperTV
Netflix
NRKNett-tv
Viaplay
TV2Sumo
Disney.no(DisneyPlay)
VGTV
Nickelodeon.no
Andre
TV3Play
Boomerangtv.no
DBTV
HBONordic
Twitch.tv
TVNorgeNett-tv
NRKSuperTV
TV2
NRK1
DisneyChannel
TVNORGE
DisneyXD
DisneyJunior
Nickelodeon
TV3
TV2Zebra
NRK2
MAX
Viasat4
FEM
TV2Sportskanalen
TV2Bliss
Stream TV
Source: TNS Mediebarn + TV-meterundersøkelsen

22. SOME DATA FOR STREAMING ON NRK
SUPER
Census data, but assuming its kids watching…

23. NRKs streaming since 2013
Growing steadily, but not fast. But kids streaming grows faster
Analyse, NRK 23
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
Uke12013
Uke3
Uke5
Uke7
Uke9
Uke11
Uke13
Uke15
Uke17
Uke19
Uke21
Uke23
Uke25
Uke27
Uke29
Uke31
Uke33
Uke35
Uke37
Uke39
Uke41
Uke43
Uke45
Uke47
Uke49
Uke51
Uke12014
Uke3
Uke5
Uke7
Uke9
Uke11
Uke13
Uke15
Uke17
Uke19
Uke21
Uke23
Uke25
Uke27
Uke29
Uke31
Uke33
Uke35
Uke37
Uke39
Uke41
Uke43
Uke45
Uke47
Uke49
Uke51
Uke12015
Uke3
Uke5
Uke7
Uke9
Uke11
Uke13
Uke15
Uke17
Uke19
Uke21
Uke23
Uke25
Uke27
Uke29
Uke31
NRKstream unike brukere
NRKTV Super Linjär (NRKTV) Linjär (Super)
Source: TNS Scores

24. Super TV, users split by screen, august 2015
Tablets dominate as screens for streaming, mobile is big too
Analyse, NRK
desktop
26 %
mobile
25 %
tablet
46 %
tv
3 %
SUPER-spillern
desktop
50 %
mobile
16 %
tablet
18 %
tv
16 %
NRK TV
24Source: TNS Scores

25. Mobiles with biggest growth
Super TV unique users august 2015 by screen
Analyse, NRK
246689
131018
344571
1682
221448 218775
401607
26731
desktop mobile tablet tv
2014 2015
25Source: TNS Scores

26. And the difference is huge on time spent (vs adults)
Tid brukt NRK TV vs Super
26.10.2015 NRK analyse
desktop
16 %
mobile
15 %
tablet
65 %
tv
4 %
NRK Super TV
desktop
45 %
mobile
8 %
tablet
16 %
tv
31 %
NRK TV
Source: TNS Scores

27. 37% of the viewing time on NRKs kids content is streaming
TV: time spent among children on NRKs offer
Streaming: time spent on NRKs offer
Analyse, NRK 27
66 %
34 %
Autumn 2014
Avmins på NRK super
i sendetiden
Stream av
Superinnhold
63 %
37 %
Spring 2015
Avmins på NRK super
i sendetiden
Stream av
Superinnhold
Source: TNS TV-meterundersøkelsen & Scores

28. Summary
1. Kids have everything (teenagers too)
2. Traditional TV is still big(gest), but theres more change among these kids
than us
3. TV has fragmented. Much.
4. Kids and teenagers have access to streaming and use it twice as much as the
rest of us.
5. Reaching kids is an international competition
6. Streaming is growing, but not as fast as «everybody» thinks.
7. Tablets dominate as main streaming screen for kids
8. But mobile is growing the most…
Kids are the real innovators.
Analyse, NRK 28

29. THANKS, AND OVER TO IVAR 
@KrisTolo