Kate Sils @Viacom

1. INSIGHTS IN ACTION:
DELIVERING FOR
OUR AUDIENCES
K ATE SAWALL SILS
VP, MULTIPL ATFORM
& BRAND
ENGAGEMENT
#DigiPublishNY
@katesawall

2. DELIVERING FOR OUR AUDIENCES
CONTINUE
TO INVEST IN
KNOWING THEM
REFLECT
THE WORLD
THEY LIVE IN
EXPAND
DISTRIBUTION
STRATEGIES
DON’T JUST
CREATE CONTENT,
CREATE CULTURE
CREATE NEW
CONTENT
EXPERIENCES
0402 050301
@katesawall

3. [ ] CONTINUE TO INVEST
IN KNOWING THEM
WE
01

4. NEVER STOP KNOWING
EVERYWHERE: EVERY WHICH WAY:EVERY AUDIENCE:
• Last year Viacom spoke
to over 1.2 million kids,
youth, adults and
families covering 71
countries from Sweden
to South Africa and
Argentina to Australia
• Online & in-person surveys,
focus groups, & workshops,
panels, A/B tests, dial tests,
in-home immersions, play
dates, online communities,
expert & artist interviews,
semiotics, research safaris,
fMRI’s, neuroscience,
biometrics and facial coding
• We studied pre-schoolers,
kids, teens, college
students, adults, parents,
and grandparents and
spoke to fans, trendsetters,
artists and experts!
• We’ve completed four
global studies that look
deeply at each age
segment ranging from
2 years old to 54

5. THE MORE THE BETTER
Gen X Today
Anatomy of a Fan
Little Big Kids:
Preschoolers Ready for Life
Little Big Kids & Their Toys
Youth in Flux
Youth: The Bigger Picture
Today’s Social Universe
Movie Moments
LGBTI Social Acceptance Study
TV Redefined
Modern Dads
My Digital Life
Connected Kids
Story of Me: Global Edition
The Next Normal:
The Original
The Next Normal:
Rise of Resilience
TV S.M.A.R.T.
F*CK Boring, Ignite Passion
Kids & Family Recalibration
Fandom
Youth Trends
2020 Vision
Comedy Across Borders
The Power of Laughter
Kids of Today and Tomorrow
•
•
•
• •
•
•
•
•
•
•
•
•
•
•
•
•
•
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6. [ ] KEEP THINGS FRESH AND
REFLECT THE WORLD THEY LIVE IN
WE
02
(AND SOMETIMES THAT MEANS
JUST GIVING THEM AN ESCAPE)

7. KEEPING IT FRESH …
minutes of Viacom
content consumed
digitally in the US
alone
$4 BILLION
invested in
content annually
100 BILLION
Hours of Viacom
content will be
viewed globally
this year
2,700
Hours of new
content slated
in 2017
73 BILLION+
BRAND NEW short form content business unit in development across all brands
@katesawall

8. KEEPING IT FRESH …
BRAND NEW short form content business unit in development across all brands
minutes of Viacom
content consumed
digitally in the US
alone
$4 BILLION
invested in
content annually
100 BILLION
Hours of Viacom
content will be
viewed globally
this year
2,700
Hours of new
content slated
in 2017
73 BILLION+
Comedy Central, Drunk
History Pub Quiz
Facebook Live!
Geordie Shore Premier
Facebook Live!
Bebe Rexha, “I Got You”
SnapChat Video Premiere
Teenage Mutant Ninja Turtles,
World Turtle Day!
Nickelodeon,
International Cat Day
@katesawall

9. … KEEPING IT REAL
(AND SOMETIMES JUST KEEPING IT LIGHT)
KEEPING IT
REAL
KEEPING IT
LIGHT
@katesawall

10. [ ] EXPANDED OUR
DISTRIBUTION STRATEGIES
WE’VE
03
(TO MAKE SURE OUR CONTENT IS
EVERYWHERE THEY WANT IT TO BE)

11. PEOPLE HAVE ACCESS TO AND USE MANY DIFFERENT
SOURCES TO WATCH VIDEO CONTENT
C1.: How often, if at all, do you watch TV shows or videos via each of these? Base: All respondents 6-44 (n=15602)
91% 89% 85% 81%
74%
56%
Network/
Channel App
YouTube Pay TV Subscription
VOD
Transactional
VOD
Pay TV
Provider App
% 6-44s WHO USE EVER
@katesawall

12. WE KNOW THAT VIEWERS ARE USING DIFFERENT
SOURCESTOFULFILLDIFFERENTNEEDS
Source: Viacom – Global Insights
Last resort
TORRENTS:PAY TV (incl .VOD) IS THE
GO TO SOURCE:
DVR, CHANNEL SITE /
NETWORK APP:
Catch Up Binge-watching
(content rich)
SVOD (NETFLIX): FVOD (YouTube): DTO:
Quick and easy /
bite sized
Occasional treatGo to source
@katesawall

13. SOWEPUTTHECONTENT
WHEREVERTHEYARECONSUMINGIT…
…ANDWINDOWTHATCONTENT
ACCORDINGTOTHESEDIFFERENT
VIEWINGNEEDS/BEHAVIORS
@katesawall

14. CONTENT
WHEREVER
THEY ARE
LINEAR TV: PLAY PLEX: SNAP CHAT
DISCOVER: SOCIAL VIDEO: LIVE CONTENT:
4.176B
CUMULATIVE
HOUSEHOLDS
in 182 countries
via 295 TV channels
in 43 languages
106
AUTHENTICATED
VOD PRODUCTS
25 unique
Operators
15 M
AVG. MONTHLY
VIEWS
MTV and Comedy
1 BILLION
SOCIAL FANS
GLOBALLY
huge engagement
on Facebook live
46 LIVE
MUSIC EVENTS
and award
shows every year
REAL LIFE
EXPERIENCES: PAID APPS: MULTI-TERRITORY
SVOD / DTO: FVOD: CONSUMER
PRODUCTS:
40M PEOPLE
visit our recreation
experiences annually +
10 theme parks, 9 live
theatrical shows and
a brand new resort
55 BRANDED
NICKELODEON
GAME APPS
in international
App store alone
+ 80 in the US
MULTI-TERRITORY
DEALS WITH
AMAZON & NETFLIX
+ many local players
OVER 104 MILLION
AVG MONTHLY
VIDEO VIEWS
on YouTube
outside of the US
OVER
$30BILLION
GENERATED
to date
@katesawall

15. LINEAR VIEWING AND OUR PAY TV
RELATIONSHIPS REMAIN TOP PRIORITY
We had 22 new linear channel launches
in 2016-2017
Vast majority of viewing is still linked
to TV schedules
Our networks reach more television
subscribers than anyone else in the world
We reach more millennials in the US on
average every month than any cable
portfolio.
•
•
•
•
Source: US Ad Sales Research
@katesawall

16. NEW TYPES OF
RIGHTS AND
NEW TYPES OF
PARTNERSHIPS
(DEVELOPING)
(EXPLORING]
Marketing
Collaborations
Product
Collaborations
PlayPlex
Integrations
Nick First Model
+ Megacable
Skinny Bundles + Program-
specific rights for VMVPD’s
PVR, Catch up, OTT
Simulcast + Streaming Rights
Paramount+: First Run
Movie Rights + TV
content
@katesawall

17. [ ] CREATING NEW CONTENT
MODELS + EXPERIENCES
WE’RE
04

18. 0%
1%
2%
3%
4%
5%
6%
* Market = Pay-TV HHs growth, Source: SNL Kagan for Americas & Asia, IHS for Europe
+5% +4%+5%
PayTV Market HHs*
FY ’14 – FY ’16
Traditional Pay TV
Market Households
are maintaining
steady growth…
PAY HHsPAY HHs
2014
PAY HHs
2015 2016
What we know.
@katesawall

19. 245
Mobile
305M
685M380M
Households (M)
FY 2020
TV HH
Penetration
270M (‘16 )
3% CAGR
Note: All HH numbers exclude US,CN,IN,KR. Sources: Kagan (fixed broadband) and eMarketer (smartphone users)
135
Fixed
…while the increase in
broadband-only homes will
more than double Pay TV
households over the next
three years.
CabSat HH
2020
Incr.BB HH
2020
Total New Pay TV HH
2020
41% +52% 93%
What we know.
@katesawall

20. MODELS
PLATFORM
AND MOBILE
CONTENT
Viacom and T-Mobile
Stream On/Binge-on
MTV & Comedy Central
Play on Virgin Media
Nick Kids Pack on
Telkomsel
WHY?
Make it easier (and cheaper) to
access mobile video by
subsidizing data costs
WHAT?
Viacom Content bundled to
mobile tariffs on T-mobile US
Content on T-mobile DTAG
StreamOn Service in DE
WHY?
Improve value perception of
PAY TV triple/quad play
subscription with mobile
content rights and programmer
mobile apps
WHAT?
Nick First on Megacable
Launching MTV / CC Play on
Virgin this month
Live conversations for MTV
Play on Telenet & Ziggo
WHY?
Use strong media brands and
content bundled with mobile
data to reach specific
customers (ie. Kids and Family)
via branded data packages
WHAT?
Nickelodeon Play and Nick Jr
Play apps + content package
with a dedicated data plan for
pre and post-paid users
(EXPLORING)
NEW
FACILITATE
MOBILE VIDEO
VIEWING
ADD VALUE
TO TRADITIONAL
VIEWING
ACQUIRE
NEW
SUBS

21. NEW CONTENT EXPERIENCES
Source: ₁Viacom Strategic Insights, Q13. Which of these apps/websites do you/does your child use? (Net of ‘”watch TV shows” on apps and/or websites) Base=Authenticators,
n=1013; : Viacom Strategic Insights, Q16. How frequently do you/yourchild actually use each app or website to watch full-length TV programs? Base=Authenticators, m=1013
₃VIMN Preschool App study (Uk, FR) Dec 2014 Parents of 2-5 year olds
THEY ARE MTV –
AND MY MTV MUSIC
IS BUILT FOR THEM
CUSTOMIZABLE LINEAR VIEWING
EXPERIENCE FOR PRESCHOOLERS
AND THEIR MILLENNIAL PARENTS
@katesawall

22. [ ] DON’T JUST CREATE
CONTENT [we] CREATE
CULTURE
WE
05

23. CREATING CULTURE AS WE ALWAYS HAVE.
NOWTHEN
SpongeBob:
On the runway
Reinventing the
meaning of slime, 1979
VMAs 2017:
Logic & 800-273-8255
Pedro on the
Real World, 1994
Lip Sync Battle:
Global Phenomenon*
Yo MTV Raps:
LL Cool J, 1991
Dora the Explorer:
Teaching language, 2000
106 & Park: R&B /
Hip Hop Platform, 2004
Trevor Noah:
Black Lives Matter
South Park: Tom Cruise
in the closet, 1997
Nick Jr:
Girls rule!
BET Awards:
Fight against racism

24. THANK YOU
@katesawall
#digipublishny