Viewing Preferences in the Age of Multi-Source Television
Summary
This report identifies and describes various segments of the TV viewing population based on their preference for various video sources including broadcast TV, DVR, PayTV VoD, Internet video, and DVD/Blu-ray discs. It also profiles these segments based on a variety of characteristics, including demographics, CE use, and online video behavior, among others.
Table of Contents
Key Findings
1.0 Project Overview
2.0 Identifying ‘First Glance’ Segments
3.0 Describing ‘First Glance’ TV Viewer Segments
4.0 TV Viewing Behavior
5.0 Use of Pay TV Services
6.0 Online Video Viewing
7.0 Internet Connected TVs
8.0 Demographics
9.0 Reflections and Recommendations
List of Exhibits
Exhibit 1 – Content Rankings within Factor Analysis, by Weight
Exhibit 2 – ‘First Glance’ TV Viewing Segments among ABUs
Exhibit 3 – Preferred ‘First Glance’ Video Sources by Segment
Exhibit 4 – TV Ownership
Exhibit 5 – Stand Alone Video Platform Ownership
Exhibit 6 – Game Console Ownership
Exhibit 7 – Portable CE Device Ownership
Exhibit 8 – PC Ownership
Exhibit 9 – Weekly Viewing Time
Exhibit 10 – Weekly DVR Viewing
Exhibit 11 – PayTV Service Subscriptions
Exhibit 12 – Additional Value-Added Services Used
Exhibit 13 – Monthly PayTV Expenses
Exhibit 14 – Downgrading and Canceling Proclivities
Exhibit 15 – Weekly Internet Usage
Exhibit 16 – Weekly Online Video Viewing
Exhibit 17 -Types of Online Video Viewed
Exhibit 18 – Time Spent Online TV Programs
Exhibit 19 – Average Weekly Online TV Viewing
Exhibit 20 – Effect of Online TV Viewing on Regular TV Viewing
Exhibit 21 – Subscription to Online Movie Services
Exhibit 22 – Uptake of Internet-Connected TVs
Exhibit 23 – Devices Used to Connect TV to the Internet
Exhibit 24 – Time Spent Watching Online Video on TV
Exhibit 25 – Home Network Ownership
Exhibit 26 – Home Network Usage Profile
Exhibit 27 – Summary of Key Demographic Data
Exhibit 28 – Gender
Exhibit 29 – Age
Exhibit 30 – Ethnicity
Exhibit 31 – Educational Status
Exhibit 32 – Marital Status
Exhibit 33 – Household Income
Exhibit 34 – Number of Children at Home
Exhibit 35 – Number of Adults at Home
Exhibit 36 – Type of Residence
Exhibit 37 – Area of Residence
Exhibit 38 – Tech Adopter Status
