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Our children – the real digital winners
3
Apple TV
Mobiltelefon (ordinær)
Ipod
Smart-TV
DAB radio
PVR
Radio
DVD-spiller
Mediebrett
TV-apparat
PC/datamaskin
Smarttelefon
0 20 40 60 80 100
30
35
43
45
55
64
80
89
92
94
98
98
2015
Children have access to everythingAccess to media technology in the household for children
N= 773
20Source: TNS Mediebarn
But the family economics decide whether kids have their own tablet
0-100.000 NOK
100.001-200.000 NOK
200.001-300.000 NOK
300.001-400.000 NOK
400.001-500.000 NOK
500.001-600.000 NOK
600.001-700.000 NOK
700.001-800.000 NOK
800.001-900.000 NOK
900.001-1.000.000 NOK
1.000.001 NOK eller m
er0%
10%
20%
30%
40%
50%
60%
70%
11%
66%
Source: «Digital Tweens, Yle, DR og NRK 2015
5
It is still «TV» that dominates how their mediatime is spent
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
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
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.
Source: TNS Mediebarn
TVSo lets talk about
AND LETS INCLUDE TEENAGERS TOO(12-19 year olds)
Analyse, NRK 8
People still have TVs. Kids and teenagers too% of households with TV
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
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Source: TNS TV-Meterundersøkelsen
Analyse, NRK 9
Total TV-viewing over timeKids and teenagers always watched less, but the difference is increasing
jan-sept00
jan-se
pt01
jan-sept02
jan-se
pt03
jan-sept04
jan-se
pt05
jan-sept06
jan-sept07
jan-sept08
jan-sept09
jan-sept10
jan-sept11
jan-sept12
jan-sept13
jan-sept14
jan-se
pt150
20
40
60
80
100
120
140
160
180
200
7667
158 153 149157 162 160 153
145
167179 179 175 171
161 167 168
P2-11P12-19P12+
Source: TNS TV-Meterundersøkelsen
Analyse, NRK 10
Timeshift kidsAnd even if timeshift increases it doesnt help enough
jan-sept09 jan-sept10 jan-sept11 jan-sept12 jan-sept13 jan-sept14 jan-sept150
20
40
60
80
100
120
LivePlayback 0-7 daysPlayback 8-21 days
Live94%
Playback 0-7 days5%
Playback 8-21 days1% jan-sept15
Source: TNS TV-Meterundersøkelsen
Analyse, NRK 11
Timeshift teenagersSame goes for teenagers
jan-sept09 jan-sept10 jan-sept11 jan-sept12 jan-sept13 jan-sept14 jan-sept150
20
40
60
80
100
120
LivePlayback 0-7 daysPlayback 8-21 days
Live94%
Playback 0-7 days5%
Playback 8-21 days1%
jan-sept15
Source: TNS TV-Meterundersøkelsen
Analyse, NRK 12
Total use of the TV daily (minutes)But the total time spent on TV screens is not falling as much
jan-sept14 jan-sept150
20
40
60
80
100
120
80 76
20 29
Annen Bruk av TV to-tal P2-11TTV P2-11
jan-sept14 jan-sept150
20
40
60
80
100
120
7567
2129
Annen Bruk av TV to-tal P12-19TTV P12-19
Source: TNS TV-Meterundersøkelsen
THE TV MARKET (SHARES OF VIEWING)
Analyse, NRK
Share of viewing %, children, whole dayFragmentation of viewing, but NRK Super and Disneys dominate
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-sept15Whole Day
0
10
20
30
40
50
60
70
80
90
100
BoomerangNick Jr.NickelodeonDisney Toon/XDDisney Playhouse/JuniorDisney ChannelTVNORGETV 2NRK3/SuperNRK1
Source: TNS TV-Meterundersøkelsen
Analyse, NRK 15
Share of viewing %, teenagers, whole day
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-sept150
10
20
30
40
50
60
70
80
90
100
Disney Toon/XDDisney ChannelNickelodeonMTVTLC NorgeDiscoveryViasat 4TV3VOXMAXFEMTVNORGETV 2 BlissTV 2 NyhetskanalenTV 2 ZebraTV 2NRK3/SuperNRK2NRK1
Source: TNS TV-Meterundersøkelsen
LETS FOCUS ON THE KIDS AGAIN, AND ON:
STREAMING
18
One third of Norwegian households subscribe to streamingKids live in those households
Abonnerer på minst én strømmet-jenste
Netflix
TV 2 Sumo
Viaplay
Cmore
Filmnet
HBO Nordic
Dplay
Andre abonnement
29%
23%
6%
4%
2%
0%
1%
2%
37%
30%
8%
6%
3%
1%
7%
1%
2%
36%
28%
7%
7%
3%
0%
5%
1%
1%
2015 - feb 2014 - sept 2014 - feb
Andeler av totalt antall husstander (2 259 000)
Source: TNS Gallup TV-utstyrsundersøkelsen
19
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
0
10
20
30
40
50
60
5 6 9 6
16 1620 18 17 20 18 21 21
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.
Source: TNS Interbuss
Analyse, NRK 20
Traditional TV is still twice the size of streaming for all kids, but kids stream twice as much as adults(daily reach %)
10-11 år 6-9 år 3-5 år Total Web-TV blant voksne
7882 81 81
77 80 81 80
46 4337
42
21
TV 2014 TV 2015 Web-TV 2015
15-29 yrs:41%
Source: TNS Mediebarn + TV-meterundersøkelsen
Analyse, NRK 21
It is an international competition for the attention of the kids, regardless of broadcast form or channels(weekly reach in %)
Yout
ube
NRK
Supe
r TV
Netfl
ix
NRK
Nett-
tv
Viap
lay
TV2
Sum
o
Disn
ey.n
o (D
isney
Pla
y)
VGTV
Nick
elod
eon.
no
Andr
e
TV3
Play
Boom
eran
gtv.
no
DBTV
HBO
Nor
dic
Twitc
h.tv
TVNo
rge
Nett-
tv
NRK
Supe
r TV
TV 2
NRK1
Disn
ey C
hann
el
TVNO
RGE
Disn
ey X
D
Disn
ey Ju
nior
Nick
elod
eon
TV3
TV 2
Zeb
ra
NRK2
MAX
Vias
at 4
FEM
TV 2
Spo
rtsk
anal
en
TV 2
Blis
s
Stream TV
59
50
41
25
106 6 4 4 4 2 2 2 1 1 1
63
4038
30
2523
20 18 1715 15 14
12 108 8
Source: TNS Mediebarn + TV-meterundersøkelsen
SOME DATA FOR STREAMING ON NRK SUPER Census data, but assuming its kids watching…
Analyse, NRK 23
NRKs streaming since 2013Growing steadily, but not fast. But kids streaming grows faster
Uke 1 2013 Uke 7 Uke 13 Uke 19 Uke 25 Uke 31 Uke 37 Uke 43 Uke 49 Uke 3 Uke 9 Uke 15 Uke 21 Uke 27 Uke 33 Uke 39 Uke 45 Uke 51 Uke 5 Uke 11 Uke 17 Uke 23 Uke 29
500,000
1,000,000
1,500,000
NRKstream unike brukere
NRKTV Linear (NRKTV) Super Linear (Super)
Source: TNS Scores
Analyse, NRK 24
Super TV, users split by screen, august 2015Tablets dominate as screens for streaming, mobile is big too
desktop25%
mobile25%
tablet46%
tv3%
SUPER-spillern
desktop50%
mobile16%
tablet18%
tv16%
NRK TV
Source: TNS Scores
Analyse, NRK 25
Mobiles with biggest growthSuper TV unique users august 2015 by screen
desktop mobile tablet tv
246689
131018
344571
1682
221448 218775
401607
26731
2014 2015
Source: TNS Scores
01.05.2023 NRK analyse
And the difference is huge on time spent (vs adults)Tid brukt NRK TV vs Super
desktop16%
mobile15%
tablet65%
tv4%
NRK Super TV
desktop45%
mobile7%
tablet16%
tv31%
NRK TV
Source: TNS Scores
Analyse, NRK 27
37% of the viewing time on NRKs kids content is streamingTV: time spent among children on NRKs offerStreaming: time spent on NRKs offer
66%
34%
Autumn 2014
Avmins på NRK super i sendetidenStream av Superinnhold
63%
37%
Spring 2015
Avmins på NRK super i sendetidenStream av Superinnhold
Source: TNS TV-meterundersøkelsen & Scores
Analyse, NRK 28
Summary
1. Kids have everything (teenagers too)2. Traditional TV is still big(gest), but theres more change among these kids
than us3. 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 competition6. Streaming is growing, but not as fast as «everybody» thinks.7. Tablets dominate as main streaming screen for kids8. But mobile is growing the most…
Kids are the real innovators.
THANKS, AND OVER TO IVAR
@KrisTolo