This document summarizes key findings from a TVGuide.com consumer research survey in June 2012 with 2,900 respondents. It found that viewers are watching more TV than ever, with 34% watching 30+ hours per week. Viewers are also embracing new shows and options, with 42% saying this season is better than last. Mobile viewing of streaming video is increasing significantly, with 43% watching more streaming content and 68% watching 1-5 hours of video per week on mobile devices. Discovery of new shows is fragmented across various platforms.
4. People are watching more TV than ever
34% now watch 30+ hours per week
34%
32%
28%
2010 2011 2012
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 4
5. They are embracing
new shows and new options
“This season
is better than 42%
last year”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 5
6. 43% are watching MORE streaming
content this year vs. last year
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents
6
New Girl photo: credit Patrick McElhenney/FOX
7. 68% are watching 1-5 hours of video
per week on mobile devices
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 7
8. 46% of mobile video watching
takes place at home
Photo by Scott Macklin www.mcdm.uw.edu
8
9. How do you feel about
ads in streaming video?
9
10. 66% hate ads during streaming videos
Ok with ads Hate ads
66%
40%
35% 34%
32%
12%
Before During After
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 10
11. During this season, we saw a 56%
increase in paid streaming (no ads)
53%
+ 56%
34%
Fall 2011 Spring 2012
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 11
12. However, 60% of total mobile video
consumption was free (ad-supported)
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 12
14. 73% to catch up on missed episodes
to catch up on shows discovered
40%
mid-season or between seasons
6% cut back on cable
5% cancelled cable
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 14
15. The expanded discovery window is
causing massive habit fragmentation
have discovered a new
86% favorite after a few
episodes or seasons aired
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 15
16. “A lot of the time I wait
and see what the buzz is after
a couple episodes.”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 16
17. “Typically, I will catch at least
part of an episode … then go back
and watch from the beginning
either online, on demand,
or summer reruns.”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 17
18. “I used to wait for reruns or DVD's,
but now I use Netflix or Hulu Plus
to watch from the beginning.”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 18
19. “Comedies, I'll start in
the middle. Dramas, I try
to catch up first.”
Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 19
20. Two people, same room:
Different devices, different shows
47%
have co-viewed* with a companion at home
*TVGuide.com will give a prize for the best Twitter-suggested
new verb to describe this behavior: @christytanner
Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 20
21. How do we make discovery
and co-viewing* easier?
21
