A rich visual guide to how consumers are using 2nd screen devices to enhance the TV Viewing experience. This map was first presented in the "Whose the Second Screen Now Session at IBC Amsterdam 2012. A PDF Version of the Map can be downloaded at www.firstpartner.net Visit www.firstpartner.net to download this and other Market Maps

1. 2012 The Personal Screen Richard Warren rwarren@firstpartner.net
www.firstpartner.net +44 (0)870 874 8700
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ry
Introduction Social Interaction The Personal Screen
Smartphones, tablets, laptops,
The Large Screen
gaming and personal media Still the focus for
This map illustrates how smartphones, tablets and Social Media devices and the apps they high quality,
other personal screens are becoming an integral part
support are core to the new TV group viewing
of the consumer “TV” experience along with the
e
experience.
ecosystem that is developing to support seamless
integration of multiple devices and content streams.
On the Move
How Consumers Use Facebook and Twitter play a pivotal role in all Programme check
Social TV Apps
Content Recommendation
Screens aspects of the social TV experience. Most TV centric
nop
-ins & links to user
apps integrate to access user social graphs and
social graphs to EPG & Discovery
share comment and Facilitate content
scan for relevant recommendations and compan- recommendations
29%
discovery through
Of on-line Americans own a ion content sophisticated web Outdoor screens & signage
tablet and 45% expect to buy
search
tC
Multifunction Independent Apps
one in the next two years (1) Broadcaster
independent apps
aiming to provide
Companion
62% Of consumers use social a single do-it all TV
r
companion
Content
er
media while watching TV Eyewear
Sh
cov
and 42% of these use social Advertising
media to discuss TV at least
are
weekly (2)
Dis
Independent Compan-
68% Of UK tablet owners watch TV Content Synchronis- ion Apps
ation
ation Mirroring & Enhamce- Pico -
and use their tablet Provide unofficial companion
content, check-ins and social ment
Recognises broadcast stream
simultaneously - (3) and serves synchronised media comment and sharing Content on personal screen is projectors
content or advertising ...Share their viewing ...Find and recommend mirrored on large screen or
screens are synchronised to
57%
experience through social compelling content
Of consumers watch video show different perspectives
media
on a mobile phone, 21% At Home
Pa
watch more than once a day (4)
Companion Content
77%
Of the time that viewers watch Augmented Reality
t lu
TV it is with another Overlay companion content
...Interact with
programming and
device (5)
when the phone or tablet is
held over the big screen access in depth ...Replace the TV
TV
Of simultaneous screen usage is
Enrich companion content
from producers
remote and throw
content onto the
Control
22%
s
ands social media big screen
complementary. sources
Consumers are increas-
Remote Replacement
The remaining screen usage ingly using personal Connectivity
Allow the
represents Multi-tasking Broadcaster Companion Apps screens and apps to .... smartphone or
r Eva
(5)
Companion Apps created for specific broadcasters or tablet to control the Proprietary
Participation TV shows delivering in depth content & participation TV in place of the
8.6%
standard remote
Of the audience for the Million AirPlay
i
...View streamed program- ...Control home networks
Pound Drop played via the
ming at home and on the and manage their media
companion app at peak. 1.3 move
million played during the
Airflinger
first two series of the show
F
Sources
Open Standard
Co
(1) Consumer Electronics Association Q2 2012
(2) Ericsson TV & Video Consumer Trend Report 2012
(3) Ofcom Communications Market Report July 2012 App- based streaming
n
(4) Nielsen Multi-screen Media Report May 2012
w
ne
(5) Google/Ipsos The New Multi-screen World: Understanding Apps supporting home media
V ie
Cross-platform Consumer Behaviour 2012 curation and streaming
ct
Acknowledgement Streaming Apps
Thanks to Ken Blakeslee of WebMobility Ventures for his reasearch and
market intelligence inputs to this Market Map Content Production
Social & P2P Platform Stores Commercial OTT
Prepared by Streaming Services Over the Top
Content Distributiotion
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The map includes information compiled from interviews and information available
Managed Services
in the public domain. As information sources are outside our control, FirstPartner
makes no representation as to its accuracy or completeness. Responsibility for any
interpretation or actions based on this map lies solely with the reader.
Copyright FirstPartner Ltd 2012
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