Video viewing has become fragmented across multiple screens as more devices have become available, though traditional TV remains dominant at 62% of viewing. Many consumers now multi-task by viewing different platforms at once, requiring a more holistic approach to media planning that takes a cross-platform, cross-screen view. 65% of US households view shows simultaneously on multiple devices, and spending on digital video content is projected to equal television spending by 2017, necessitating planning strategies that span both TV and digital platforms.

1. PLANNING
HOLISTICALLY
CROSS SCREEN:
VIEWING VIDEO CONTENT ACROSS MULTIPLE SCREENS
DVD.......................................... 81% -2%
PC w/ internet.......................... 78% -2%
DVR.......................................... 49% +
1%
Tablet....................................... 51% +
61%
Game Console.......................... 46% +
1%
SVOD........................................ 42% +
21%
Enabled Smart TV..................... 16% +
75%
Multimedia Device....................13% n/a
Broadband Only Homes ............ 3% +
112%
Video viewing has become increasingly fragmented as more and more screens become available to consumers. However, traditional TV
remains the dominant choice, capturing 62% of all viewing. The real challenge is with the growth of multi-tasking, which means consumers
are often viewing many platforms at once. The shift towards multi-screen viewing demands a more holistic approach to media planning.
65%of US households are
viewing shows with a
WHY?
US HOUSEHOLD PENETRATION OF DEVICES
2017 PROJECTION: EQUAL SPENDING
FOR TELEVISION AND DIGITAL
CROSS SCREEN VIEWING
REQUIRES CROSS PLATFORM PLANNING
THIRD QUARTER 2013 VS 2014
THIRD QUARTER 2013 VS 2014
+
+
-
-
TV: REACH DIGITAL: FREQUENCY & ENGAGEMENT
TV PLAN
+33.3%
36% 27%
17%38%48%53%
77%76%70%39%
SOURCES: Nielsen & IAB Online Video Study, Feb 2013 | Nielsen Total Audience Report Q3 2014
YUME/Nielsen Study | Forrester Research–Digital Marketing Forecasts 2014-2019 | NSI Local Watch Report 2015
VIDEO PLAN