Contenu connexe Similaire à Subscription Services in the Context of Market Trends, presented by Jonathan Stolper, SVP Nielsen Book Americas, at Making Information Pay 2014, a track of IDPF's Digital Book 2014 at Book Expo America, on May 29, 2014 (20) Subscription Services in the Context of Market Trends, presented by Jonathan Stolper, SVP Nielsen Book Americas, at Making Information Pay 2014, a track of IDPF's Digital Book 2014 at Book Expo America, on May 29, 20145. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
5
Total Music Streams
Nielsen Entertainment– BDS Streaming Data Q1-’12 – Q3-’13
Longitudinal, non-video provider data: Cricket, MediaNet, Rdio, Rhapsody, Slacker,
Spotify
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Q1-2012 Q2-2012 Q3-2012 Q4-2012 Q1-2013 Q2-2013 Q3-2013
Total Streams: Overall Growth
MM Streams
8. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
8
Who Are Music Streamers?
Key Findings
• Younger adults (18-34) are more likely to be streamers and also
stream the most
• Heavy streamers lean slightly male, moderate streamers slightly
female
• Music streaming has not spread to the less tech-savvy
• Streamers are less likely to pirate content
• African Americans and Hispanics are more likely than the average
internet user to stream music
14. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
14
Nielsen Total Market Panel: 2012:Q2-2013:Q2. Transactional Movie Spend for sVOD Adopting HHs.
Included: Longitudinal sVOD adopters with at least 2 months in the panel prior both pre and post adoption.
$16.44
$8.46
$0
$2
$4
$6
$8
$10
$12
$14
$16
$18
Before After
AVG/HH Spend sVOD Adopters
n=749
MonthlyHHSpend
Netflix
Hulu+
Amazon Prime
Redbox Instant
But Make Up For It In Subscription Costs
17. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
17
Books & Consumers Methodology
US & UK consumer market tracker studies providing demographic and psychographic information on
today’s book buyer:
6,000 book buyers per month in US drawn from a national representative sample
• 75 questions about book and ebook purchasing
• ~72,000 book consumers annually
• ~200,000 book purchases annually
Deliverables:
Annual Reviews
Industry Standard Quarterly Reports
Genre Landscapes – quarterly
GenreProfiles – annual
Adhoc analysis
Return to sample
Syndicated Deep-Dives e.g. Children’s, Ebook Consumers, Travel
Developments:
B&C lite and dashboard solution
Retailers, AGFA, device manufacturers
Segmentation and clustering studies
Forecasting
18. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
18
Books & Consumers Coverage
Book buyers Books bought
What?
Where?
When?
Demographics
Media usage
Leisure habits
Why?
Who for?
Book spend
Sex, age, region, socio-economic, family
Newspapers, magazines, devices, social media
Online, offline, cultural
Publisher, format, genre,
author, price, discounting
Channel, retailer
Month, quarter, YTD
Discovery, influences, use
Sex & age, relationship,
occasion
Reading attitudes
19. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
19
Book Buyer Activities in Q1 2014
0% 10% 20% 30% 40% 50% 60% 70%
None of the above
Took out a subscription to read ebooks where you pay a monthly fee
to download a number of books (e,.g, via Safari Online, Oyster, etc.)
Read a book in serialized form
Went to an e-bookstore and e-reading platform that lets you pay only
for what you read
Subscribed to AmazonPrime and downloaded a Kindle book to
borrow for free each month from the Kindle Owners' Lending Library
Subscribed to AmazonPrime and downloaded streaming content of
movies and/or TV shows with Prime Instant Video
Downloaded a book related 'app' to a device such as a smartphone,
tablet, or ereader either free or paid for separately
Went on vacation to a destination significantly far from your home
(personal, not business)
Visited a public library either in-person or online
Purchased one or more books (any type, such as, hard cover,
paperback, audio, e-book, etc.)
Cooked using recipies
4%
9%
17%
17%
16%
23%
33%
40%
56%
68%
68%
Nielsen Books & Consumers Monthly Survey
Respondent Level Summary (Book Buyers ~6,000 per month)
20. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
20
Most Popular Subscription Services (of the 9%)
Nielsen Books & Consumers Monthly Survey
Respondent Level Summary (Book Buyers ~6,000 per month)
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other, please specify
24Symbols
Entitle (formerly eReatah)
SkillSoft (Harper Collins)
Scribd
Direct from another publisher
Harlequin
Oyster
Safari Online
AmazonPrime
4%
17%
19%
22%
23%
23%
23%
27%
34%
79%
Q1 2014
21. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
21
Book Buyer Activities in Q1 2014
0% 10% 20% 30% 40% 50% 60% 70%
None of the above
Took out a subscription to read ebooks where you pay a monthly fee
to download a number of books (e,.g, via Safari Online, Oyster, etc.)
Read a book in serialized form
Went to an e-bookstore and e-reading platform that lets you pay only
for what you read
Subscribed to AmazonPrime and downloaded a Kindle book to
borrow for free each month from the Kindle Owners' Lending Library
Subscribed to AmazonPrime and downloaded streaming content of
movies and/or TV shows with Prime Instant Video
Downloaded a book related 'app' to a device such as a smartphone,
tablet, or ereader either free or paid for separately
Went on vacation to a destination significantly far from your home
(personal, not business)
Visited a public library either in-person or online
Purchased one or more books (any type, such as, hard cover,
paperback, audio, e-book, etc.)
Cooked using recipies
4%
5%
17%
17%
16%
23%
33%
40%
56%
68%
68%
Nielsen Books & Consumers Monthly Survey
Respondent Level Summary (Book Buyers ~6,000 per month)
22. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
22
How Do Subscribers Compare (Gender)?
Nielsen Books & Consumers Monthly Survey
Respondent Level Summary (Book Buyers ~6,000 per month)
0% 20% 40% 60% 80% 100%
Purchased one or more books (any format.)
Visited a public library either in-person or online
Downloaded a book related 'app' to a device such as a smartphone,
tablet, or ereader either free or paid for separately
Went to an e-bookstore and e-reading platform that lets you pay only
for what you read
Subscribed to AmazonPrime and downloaded a Kindle book to
borrow for free each month from the Kindle Owners' Lending Library
Subscribed to AmazonPrime and downloaded streaming content of
movies and/or TV shows with Prime Instant Video
Took out a subscription to read ebooks where you pay a monthly fee
to download a number of books (e,.g, via Safari Online, Oyster, etc.)
46.4%
48.7%
52.6%
53.7%
55.7%
56.4%
60.8%
53.6%
51.3%
47.4%
46.3%
44.3%
43.6%
39.2%
Male Female
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24
How Do Subscribers Compare (Age)?
Nielsen Books & Consumers Monthly Survey
Respondent Level Summary (Book Buyers ~6,000 per month)
0% 20% 40% 60% 80% 100%
Purchased one or more books (any type, such as, hard cover,
paperback, audio, e-book, etc.)
Visited a public library either in-person or online
Downloaded a book related 'app' to a device such as a
smartphone, tablet, or ereader either free or paid for separately
Subscribed to AmazonPrime and downloaded streaming content
of movies and/or TV shows with Prime Instant Video
Went to an e-bookstore and e-reading platform that lets you
pay only for what you read
Subscribed to AmazonPrime and downloaded a Kindle book to
borrow for free each month from the Kindle Owners' Lending
Library
Took out a subscription to read ebooks where you pay a
monthly fee to download a number of books (e,.g, via Safari
Online, Oyster, etc.)
27.3%
28.1%
36.4%
36.5%
36.8%
37.4%
40.5%
27.5%
28.4%
32.5%
34.9%
35.0%
36.8%
40.0%
13-17 Yrs 18-29 Yrs 30-44 Yrs 45-54 Yrs 55-64 Yrs 65+ Yrs
25. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
25
How do Subscription Services Compare?
Nielsen Books & Consumers Monthly Survey
Respondent Level Summary (Book Buyers ~6,000 per month)
0% 20% 40% 60% 80% 100%
Scribd
Safari Online
Oyster
AmazonPrime
7.6%
11.2%
9.4%
8.3%
39.7%
41.8%
42.5%
40.8%
49.6%
42.2%
46.2%
42.9%
3.1%
3.0%
1.9%
4.1%
0.0%
1.3%
0.0%
2.5%
0.0%
0.4%
0.0%
1.4%
13-17 Yrs 18-29 Yrs 30-44 Yrs 45-54 Yrs 55-64 Yrs 65+ Yrs
26. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
26
How do Subscribers Compare (Income)?
Nielsen Books & Consumers Monthly Survey
Respondent Level Summary (Book Buyers ~6,000 per month)
0%
20%
40%
60%
80%
100%
Visited a
public library
either in-
person or
online
Purchased one
or more books
(any type,
such as, hard
cover,
paperback,
audio, e-book,
etc.)
Downloaded a
book related
'app' to a
device such as
a smartphone,
tablet, or
ereader either
free or paid
for separately
Took out a
subscription
to read
ebooks where
you pay a
monthly fee to
download a
number of
books (e,.g,
via Safari
Online,
Oyster, etc.)
Subscribed to
AmazonPrime
and
downloaded
streaming
content of
movies and/or
TV shows with
Prime Instant
Video
Subscribed to
AmazonPrime
and
downloaded a
Kindle book to
borrow for
free each
month from
the Kindle
Owners'
Lending
Library
Went to an e-
bookstore and
e-reading
platform that
lets you pay
only for what
you read
13.4% 14.0% 15.1%
20.4%
17.0% 17.7% 17.9%
9.5% 10.0% 10.8%
13.4% 12.6% 12.6% 11.6%
4.4% 5.0% 5.9% 7.4% 6.3% 7.1% 6.0%
$150,000 and over
$100,000-$149,999
$75,000-$99,999
$50,000-$74,999
$35,000-$49,999
$25,000-$34,999
$15,000-$24,999
Under $15,000
27. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
27
How do Subscription Services Compare?
Nielsen Books & Consumers Monthly Survey
Respondent Level Summary (Book Buyers ~6,000 per month)
0%
20%
40%
60%
80%
100%
AmazonPrime Oyster Safari Online Scribd
5.5% 4.7% 6.5% 7.6%
4.8% 3.8% 2.6%
5.3%
9.9%
7.5% 8.6% 3.8%
13.1%
11.3%
14.7%
10.7%
24.0%
25.5%
26.3%
21.4%
21.2%
17.9%
17.7%
24.4%
14.7%
18.9%
15.1%
17.6%
6.7%
10.4% 8.6% 9.1% $150,000 and over
$100,000-$149,000
$75,000-$99,999
$50,000-$74,999
$35,000-$49,999
$25,000-$34,999
$15,000-$24,999
Under $15,000
30. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
30
Book Subscribers Are More Likely to Have Also
Pirated Books in the Last 6-months
20%
17%
15%
14%
7%
5%
2%
3%
0%
5%
10%
15%
20%
25%
Obtain from a friend via IM e-
mail or flash drive
Download from a public/open
torrent site like The Pirate Bay
or another torrent site or
service.
Download from a public/open
cyberlocker such as RapidShare
or Megaupload
Obtain from a friend via a closed
internal network like Dropbox or
cloud systems
Yes
No
31. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
31
In Summary
• Book subscription people are higher book buyers than the norm.
• Mostly Men
• Younger
• Wealthier
• Their book purchases are less “impulsive” than the norm
• They continue to maintain other book purchase habits
• Are more likely to have pirated books in the past – need further study to see
if subscription service have decreased their pirated activities