The OTT Co-Viewing Experience: 2017 November 2017 Sponsored by Objectives 2 IAB Digital Video Center of Excellence has identified OTT/Connected TV as one of its research priorities in 2017. During the first half of 2017, IAB Digital Video Center released the Video Content Discovery Study and the Changing TV Experience Study to understand the awareness and discovery patterns of video content across platforms, including OTT/Connected TV, and specifically the adoption, usage and attitudes towards OTT/Connected TV. To continue building this OTT/Connected TV research program, IAB Digital Video Center, in collaboration with Freewheel, Hulu, and Roku, conducted this primary research study to focus on understanding the co-viewing behavior on OTT and its benefits to brands, such as incremental reach and advertising effectiveness. In addition, the research aims to compare co-viewing behaviors between OTT and linear live TV programming to understand similarities and differences. 淘宝店铺 “Vivian研报” 首次收集整理 获取最新报告及后续更新服务请在淘宝搜索店铺 “Vivian研报” 或直接用手机淘宝扫描下方二维码 Methodology 3 An online survey was fielded among MARU/Matchboxs Springboard America online panel (250,000 U.S. members). The total sample included 1,223 video viewers ages 13-64 in the U.S., representative by Census. The survey was fielded 10/2/2017 10/9/2017 All statistical significance is noted with (*) and tested at 95% confidence level. Key definitions: Co-viewing Watching video content with others OTT Video programming (on demand or live) streamed to a TV via the internet, using a streaming device, Blu-ray player, gaming console, or smart TV. Linear TV Live video programming received through a cable/satellite/telco TV service or an antenna. VOD On demand video programming received through a cable/satellite/telco TV service. Key Findings: Co-Viewing Landscape 4 TV viewing is social, with 93% of people engaging in some co-viewing activity on the big screen. The TV screen is the most co-viewed screen, with 93% of TV viewers engaging in some co-viewing activity. Co-viewing behavior on TV is highly prevalent across all platforms including linear, OTT, VOD and DVR. OTT takes #2 position in overall reach behind linear TV and ahead of VOD and DVR. Viewers co-view more on OTT than on VOD or DVR. Key Findings: OTT Co-Viewing Experience 5 Co-viewing on OTT tends to occur among younger viewers, in larger households, and with strong brand-engagement. Co-viewers on OTT skew younger (18-34), Hispanic and cordless/no pay TV; they are likely to have a larger household with kids. The majority of OTT co-viewers say they pay most attention to video content and report a high level of enjoyment and interaction during co-viewing. When co-viewing, OTT viewers are likely to engage in brand/product-related multitasking activities such as online searches, social discussions and online purchases. Group interaction is dynamic during OTT co-viewing, which involves brand/product- related discussions in-person or on social media and influencing one anothers perceptions. Key Findings: OTT Co-Viewing Deep Dive 6 The study further looks into co-viewing behaviors and attitudes on OTT to uncover opportunities for brands to engage with OTT audiences. OTT accounts for 29% of the 29.5 hours of weekly co-viewing time among those who watch OTT video content with others. OTT co-viewers spend more than double the amount of time on a weekly basis watching ad-supported content than on subscription services with no ads. Movies are the most co-viewed genre; co-viewing with children and co-viewing of animated/childrens programming on OTT are also common. Households usually choose co-viewed content on OTT collaboratively. Co-viewing is generally motivated by a desire to share time together and to relax/unwind. Longer videos (30 minutes) are more popular than short-form videos for co- viewing on OTT. And 36% of OTT videos co-viewed are live programming. Co-Viewing Landscape 39% 49% 55% 93% Tablet Smartphone Computer TV Video viewing is highly social; TV is the dominant screen for co-viewing 8 Co-Viewing Incidence by Screen (Ever Co-View with Others) TimeCoViewing. How is your time split between watching alone and watching with others on each of the following devices in a typical week? Base size: Total U.S. viewers. IAB Research Using Maru/Matchboxs Springboard America Online Panel, Representative of General U.S. Ages 13-64 Online Population, October 2017 94% do some co-viewing on any screen Most co-viewing takes place on a TV screen, with 93% of viewers having watched video content with others on TV. About half of viewers also watch video content with others on computer and smartphone screens. Among Total U.S. Viewers Co-viewing behavior is prevalent on the TV screen, no matter the viewing platform 9 CoviewingDev. When you watch video content on a TV at home in a typical week, how is your time split between watching alone and watching with others in the following ways