TV Media 2016 Italy Report

Transcript

Tv & Media 2016
Italy Report
Ericsson ConsumerLab
Ericsson ConsumerLab
annual research
REPRESENTING
1.1 billion
100,000
PEOPLE
RESPONDENTS
MORE THAN
40
COUNTRIES
TV Media 2016 Italy Report | December 2016 | Page 2 (52)
Jan 1st
20
YEARS
OF RESEARCH
METHODOLOGY
Representing 1.1 Billion
Consumers
Qualitative and quantitative
Quantitative
Base: 13 markets (Used for showing
trends) - Brazil, Canada, China,
Germany, Italy, Mexico, Russia, South
Korea, Spain, Sweden, Taiwan, UK
and US
All markets: 22+2 markets - Australia,
Brazil, Canada, China, Colombia,
Dominican Republic, Germany,
Greece, India, Italy, Mexico,
Netherlands, Poland, Portugal, Russia,
South Africa, South Korea, Spain,
Sweden, Taiwan, UK & US
Romania and Turkey were added later
ITALY
26
MILLION
Qualitative: 24 in-depth interviews (San Francisco, Cape Town & Stockholm)
Quantitative: >30 000 online interviews aged 16-69 in 24 markets
Source: Ericsson ConsumerLab TV & Media 2016 Study
EVOLUTION OF TV
TV-Attitudes 2012-2016
A greater interest in on-demand capabilities demonstrated by a sharp increase in wanting to decide
when to watch TV/video content, while having access to content abroad follow a similar trend
TV and Media attitudes* (Showing top 2 answers on 7-graded scale), [self-reported]
70%
Internet is a natural part of my TV habits
It's ok to stream pirated content
60%
I need all my TV/Video content when I'm abroad
50%
I prefer on-demand over scheduled viewing
40%
Full TV-series seasons should be released at once
I would downgrade my internet if I could not access pirate services
30%
My traditional TV service provider gives me all I need
20%
It's very important to relax in front of the TV
I use pirate services, when legal services don't have the right content
10%
Accessing TV and video content is a major reason for having a fast internet
0%
2012
2013
2014
2015
2016
BASE: Population aged 16-69** watching TV/Video at least weekly and having Broadband at home in Italy,
*Trending using a 3 years moving average,
Source: Ericsson ConsumerLab TV & Media 2012-2016
Millennials are going
the on-demand way
TV and media consumer attitudes (Showing top 2 answers on 7-graded scale), [self-reported]
59%
62%
I want to decide when to watch something rather than following a schedule
The computer and the Internet is a natural part of my TV/video consumption
and habits
47%
When I’m traveling abroad, I need to have access to all my TV/Video content
on the screen of my choice
49%
45%
58%
49%
57%
Being able to relax and unwind in front of the TV is very important
I strongly prefer all episodes of a TV-series season to be released at once, so
that I can binge watch them
48%
45%
Getting together and watching content together with others is very important to
me
I feel that my total TV and video viewing time has increased as I now can use
my smartphone or tablet for TV and video viewing
If I can't find the TV and video content I want to watch, I use illegal online
services
I feel that my managed TV service provider allows me to access and watch all
the TV and video content I need
47%
43%
44%
36%
32%
28%
33%
27%
24%
I feel that it is ok to download movies and TV-series illegally
27%
20%
I would most likely downgrade my internet subscription if I could not download
or stream pirated video
26%
24%
For me, the mobile screen is more important than the fixed big TV
Millennials
22%
A major reason for having a fast internet connection is to download or stream
videos, TV-series
21%
20%
Being able to choose
when TV and video
viewing happens is a
stronger preference for
Millennials
35+
BASE: Population aged 16-69 with broadband at home who watch any type of
TV/Video at least weekly in Italy
scheduled TV viewing
lose share of time
Share of total viewing hours per week for each type of TV/video content*
[self-reported]
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2012
2013
2014
2015
Downloaded movies,
TV series & other programs
DVD/Blu-ray etc
Streamed on-demand movies,
TV series & other programs
Short video clips
Recorded linear TV
2016
› Even if scheduled linear TV
lose share of total viewing
time, it is still roughly twice
as big as any other TV and
video type
› Streamed on-demand
movies and TV programs
gains traction, and has
increased it’s share by 45
percent since 2012
› Short video clips (like
YouTube) viewing has
increased it’s share by some
13 percent since 2012
Scheduled linear TV
Viewing habits
& behaviour
The daily habits of consumers
Percentage of people watching different media types at least once per day* [Self-reported]
100%
90%
80%
70%
Scheduled broadcast TV
60%
Streamed on demand video
50%
(YouTube, Short video, movies, programs, TV-series)
40%
Recorded broadcast TV
30%
20%
10%
0%
2012
2013
2014
2015
2016
Base: Population aged 16-69** watching TV/Video at least weekly and having Broadband at home in Italy
* Trending using a 3 years moving average,
Frequency of usage
youtube and netflix
Percentage of consumers that use each service
on an at least daily basis, [Self-reported]
Percentage of consumers that use each service
on an at least weekly basis, [Self-reported]
90
76% 79%
80
70
60
50
43%
47%
YouTube
Netflix
40
30
20
17%
12%
10
0
2015 2016
2015 2016
2015 2016
2015 2016
Content viewing habits
In 2015, On demand & recorded made up for ~1/3 of all active
viewing hours
While live/linear TV and video made up 59% of the total viewing
Today ~40% of all active viewing is on-demand!
Consumers spend the most time watching streamed on-demand
TV series and UGC content, followed by streamed on demand
Movies and downloaded TV and video content
Live and Linear TV and video viewing is fueled by TV series,
movies as well as with other TV programs. Live sports make up
7% of the total weekly active viewing time
Average number of hours active
viewing TV/Video per week 2016 in Italy (For
different kinds of content)
1%3%
2%
3%
10%
3%
On demand
40%
6%
14%
~35
7%
hours per
week
8%
6%
6%
TV-series according to a fixed TV schedule
Live Sports
TV programs according to a fixed TV schedule
Streamed, Live events, sports
Streamed, Live UGC
Streamed, on-demand UGC
Streamed, On-demand movies
Watch DVD/VHS/Blu-ray, etc.
On-demand instruction videos
Other
Movies according to a fixed TV schedule
Live News
Live Events
Live E-sport
Recorded Movies, TV series and other TV programs
Streamed, On-demand TV series
Downloaded Movies, TV series and other TV programs
Streamed, On-demand other TV programs
On-demand E-sport
7%
4%
2%1%
4% 3%
8%
Live/linear
57%
BASE: Population aged 16-69 with broadband at home who watch any type of TV/Video at least weekly in Italy
Content viewing habits
> Millennials vs. 35+
Average number of hours active viewing TV/Video per week 2016 (For different kinds of content) - Millennials vs. 35+
Live Sports
On demand
47%
3%
Live Events
On demand
3%
2%
33%
11%
4%
3%
7%
4%
9%
4%
5%
Live E-sport
Millennials
8%
7%
~37
Hours/Week
2%
4%
On-demand instruction videos
11%
~32
Hours/Week
6%
6%
3%
10%
3%
8%
4%
2%
10%
1%
3%
5%
2%
6%
On-demand E-sport
35-69 year
olds
1%
Streamed, On-Demand Movies
Streamed, On-Demand TV Series
18%
5%
Live News
Streamed, Live UGC
2%
Live/linear
49%
8%
8%
3%
Live/linear
64%
Others
UGC And TV series drive viewing
for Millennials
Average weekly hours actively watching TV and video content
[Self-reported]
Average weekly hours actively watching TV and video content, age split
[Self-reported]
5,0
3,5
2,9
2,7
Live Sports
2,4
2,2
Live News
2,2
Live Sports
1,4
1,3
Live Events
1,2
Others
1,1
Live Events
1,1
Streamed, Live UGC
1,0
Streamed, Live UGC
0,8
Others
Educational or instruction videos
0,6
Educational or instruction videos
On-demand E-sport
0,5
0,4
3,3
3,6
3,0
1,9
Live E-sport
On-demand E-sport
3,0
1,5
2,6
1,5
3,2
2,4
2,2
2,5
1,8
Live News
Live E-sport
1,9
2,4
2,0
3,6
4,2
1,0
0,7
0,5
2,6
1,6
1,5
1,2
1,4
1,2
1,1
1,1
1,0
1,1
1,0
1,2
0,7
0,5
0,7
0,3
0,20,6
Millennials
35+
5,7
The love for TV series
At least daily vs at least weekly viewing habits [self-reported]
-Core 13
55%
News
78%
46%
TV Series
32%
Movies
77%
18%
Sport
Animation
14%
Sitcoms
14%
Science
11%
Children’s
11%
Documentaries
10%
Cookery
10%
Music & Arts
10%
Talk Shows
8%
Reality Shows
8%
Fashion & Lifestyle
7%
Travel
6%
83%
46%
TV Series
23%
45%
Science
12%
Talk shows
12%
Children’s
11%
Documentaries
11%
Sitcoms
11%
40%
34%
Daily
Weekly
Reality shows
9%
Music & Art
9%
27%
Fashion & Lifestyle
7%
26%
Travel
6%
87%
38%
15%
Cookery
42%
82%
55%
17%
45%
26%
80%
43%
Movies
Animation
37%
31%
56%
News
Sport
47%
33%
At least daily vs at least weekly viewing habits, Italy [self-reported]
49%
50%
41%
27%
44%
38%
31%
Daily
36%
Weekly
23%
27%
BASE [LEFT GRAPH]: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home within
Brazil, Sweden, China, Germany, Italy, Mexico, Russia, South Korea, Spain, Canada, Taiwan, UK and US
BASE [RIGHT GRAPH]: Population aged 16-69 with broadband at home who watch any type of TV/Video at least weekly in Italy
To binge is to appreciate content
Percentage of consumers that watch two or more episodes of the
same show [Self-reported]
Percentage of consumers, split on age, that watch two or more episodes
of the same show on a weekly basis [Self-reported]
16-19
20-24
0%
2%
4%
25-34
1%
1%
6%
11%
9%
24%
18%
Daily
15%
20%
13%
13%
19%
17%
11%
40%
37%
Weekly
21%
22%
44%
Monthly
Less often
11%
41%
35-44
Never
45-59
3%
I don't know
9%
60-69
0%
13%
17%
7% 12%
13%
17%
15%
25%
13%
41%
43%
8%
37%
21%
6%
Weekly viewing habits
Percentage of consumers that on a weekly basis watch any type of TV/video content in different situations, across age groups [Self-reported]
98%
96%
95%
71%
69%
41%
44%
40%
39%
33%
34%
28%
26%
12%
In bed before
getting up
16-19
At home during
the morning
20-24
24%
22%
While
commuting
25-34
8%
At workplace
or school
35-44
7%
At home
during the day
Out and about
in the city
45-59
18%
11%12%
Sitting at
e.g. a café
10%
At
events
At friends’ or
relatives’ homes
At home during
the evening
In bed before
falling asleep
60-69
Weekly viewing habits
2013-2016
Percentage of consumers that on a weekly basis watch any type of TV/video content in different situations, across years [Self-reported]
93%
84%
70%
62%
47%
45%
42%
38%
30%
29%
24%
24%
14%
2013
At home during
the morning
2014
7%
While
commuting
2015
18%
11%
10%
In bed before
getting up
23%
21%
At workplace
or school
At home
during the day
Out and about
in the city
17%
7%
Sitting at
e.g. a café
At
events
At friends’ or
relatives’ homes
At home during
the evening
In bed before
falling asleep
2016
BASE: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home in Italy
CONTENT
DISCOVERY
VOD users spend 10% more time
searching for content
Searching for
content is 18% of
time spent
on Broadcast TV
Average minutes per day spent searching for content before starting to
watch something and total average viewing time per service
[Self-reported]
Daily minutes watching content
Daily minutes searching for content
23
28
29
26
26
27
104
23
20
1,3 years
of his/her life searching
the TV guide for
something
to watch
59
61
53
48
45
SkyGo by Sky
PremiumPlay
by Mediaset
Mediaset
Video
Rai TV by RAI
Netflix
VOD-usage
overall
Sky Online By
Sky
64
Infinity by
Mediaset
82
58
Scheduled
Broadcast TV
Searching
for content
is 31% of
time spent
on VoD
30
The
average Italian
TV viewer will spend
BASE: Population aged 16-69 with broadband at home who watch any type of TV/Video at least weekly and do use respective service
It takes time to find
something you want to watch
Percentage of consumers that spend time (on
average) trying to find something to watch
[self-reported]
Within 10
Mins
47%
Traditional Broadcast TV
Within 10
Mins
51%
75%
Within 30
Mins
Percentage of UGC Users that spend time
(on average) trying to find something to watch
[self-reported]
71%
Within 30
Mins
38%
Percentage of Non-UGC Users that spend
time (on average) trying to find something to
watch [self-reported]
Within 10
Mins
50%
72%
71%
63%
57%
83%
Within 30
Mins
81%
Netflix
Consumers that watch Broadcast TV Services and Netflix at least 1-3 hours per day show a similar trend
For UGC users, the time it takes to find content in the Traditional Broadcast TV environment is shorter
than the time it takes to find content on Netflix!
Source:Ericsson
EricssonConsumerLab
ConsumerLabTV
TV&&Media
Media2016
2016Study
Study
Source:
personalized recommendations is
more important to millennials
Percentage of consumers that think each feature is very important
(top 2 answers on a 7 grade scale), [Self-reported]
Provide Parental control capabilities
26%
Personalized TV service offering –
Based on your viewing habits
25%
Personalized content
recommendations - Based on Past
content rating
Personalized content
recommendations - Based on
viewing habits/Demo/Location
Personalized ads – Based on Ad
preferences
Personalized ads –Based on
viewing habits/Demo/Location
23%
21%
20%
18%
Percentage of millennials vs. those aged 35+, that think each feature is very
important (top 2 answers on a 7 grade scale), [Self-reported]
Personalized content recommendations Based on viewing habits/Demo/Location
27%
21%
Personalized content recommendations Based on Past content rating
26%
18%
Personalized ads –Based on viewing
habits/Demo/Location
Personalized ads – Based on Ad preferences
Personalized TV service offering – Based on
your viewing habits
Provide Parental control capabilities
23%
17%
22%
15%
19%
11%
18%
14%
Millennials
35+
Mobile viewing
& devices
TV/Media Devices 2012-2016
(Have in household)
Consistent growth in the ownership of mobile devices, especially smartphones and tablet
Percentage of population that have each device within the household* [self-reported]
90%
Flat screen (HD) TV (e.g. LCD, LED or Plasma)
80%
Flat screen ultra high definition TV (4K/UHDTV)
70%
Standalone/separate digital Video Recorder
60%
Other TV set or video viewing device
50%
Desktop/stationary computer
Laptop computer/portable computer/Netbook
40%
Tablet computer
30%
Smartphone
20%
Separate box/unit for online TV
10%
A game console
0%
2012
2013
2014
2015
2016
* Trending using a 3 years moving average ¼, ½, ¼,
TV/Media Devices 2012-2016
(Personally use)
Consistent growth in the ownership of mobile devices, especially smartphones and tablet
Percentage of population that have each device within household, and use it themselves* [self-reported]
90%
70%
Flat screen (HD) TV (e.g. LCD, LED or
Plasma)
Flat screen ultra high definition TV
(4K/UHDTV)
Standalone/separate digital Video Recorder
60%
Other TV set or video viewing device
50%
Desktop/stationary computer
80%
Laptop computer/portable computer/Netbook
40%
Tablet computer
30%
Smartphone
20%
Separate box/unit for online TV
10%
0%
2012
2013
2014
2015
2016
The Number of hours watching
tv increase, and the screens
used have Shifted
Share of total TV-time done on respective device/screen on left axis, and average total nr of hours per week watching TV/video* [Self-reported]
TV screen
Desktop screen
Other screen
Smartphone screen
Tablet screen
Total
Laptop screen
Hours/Week
100%
40
35
75%
30
25
50%
20
15
25%
10
5
0%
0
2012
2013
2014
2015
› In the last 4 years share of time
spent watching TV/Media on TV
screens has dropped some 10
percentage points
› In the same time period, share of
time spent watching TV/Media on
smartphones has doubled
› The ratio between watching
TV/video content on fixed vs. mobile
screens have moved from 70/30 to
60/40
2016
Base: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home in Italy
* Trending using a 3 years moving average ¼, ½, ¼
Average Time watching TV on
fixed devices
Average no. of hours/week* watching TV on a TV-screen
At Home
Average no. of hours/week* watching TV on a Desktop-screen
Away from Home
At Home
16,0
14,0
12,0
1,1
5,0
1,3
1,6
1,6
1,5
4,0
10,0
1,4
1,5
1,4
3,7
3,8
3,8
2014
2015
2016
1,1
0,9
8,0
6,0
Away from Home
6,0
3,0
12,3
11,8
10,8
10,9
11,3
2,0
4,0
3,0
3,3
2012
2013
1,0
2,0
-
2012
2013
2014
2015
2016
* Trending using a 3 years moving average ¼, ½, ¼,** Age covered 16-59 in 2012
Average Time watching TV
on mobile devices
› A slow growth on viewing
of TV/video content on
laptops, with an equal
growth rate at home and
away from home
Average nr of hours/week* watching TV on a:
- Laptop-screen
1,1
1,2
1,4
1,5
1,6
3,8
3,9
4,0
4,1
4,3
2012
2013
2014
2015
2016
- Tablet-screen
0,4
0,7
2012
0,6
0,8
1,0
2012
Away
from
Home
At
Home
1,1
1,4
1,7
0,9
2013
2014
2015
2016
- Smartphone-screen
1,2
1,6
1,0
1,5
2,0
2,5
3,0
1,9
2,4
3,0
3,6
2013
2014
2015
2016
› The biggest increase in
viewing TV/video content
on tablets have occurred in
the home environment
› Average Time watching
away from home on
smartphone has more than
doubled since 2012
Base: Population aged 16-69** watching TV/Video at least weekly and having
Broadband at home in Italy
** Age covered 16-59 in 2012
Mobile device viewing differ
with Age
Almost 2/3 of all TV/video viewing hours are spent on a mobile device screen among Italian Youngsters (16-19)
Self-reported share of total weekly TV/video viewing time
by age group, done on respective device*
TV screen
Desktop screen
Other screen
Laptop screen
Smartphone screen
Tablet screen
Self-reported share of total weekly TV/video viewing time
by occupation, done on respective device
TV screen
Other screen
Smartphone screen
Desktop screen
Laptop screen
Tablet screen
100%
100%
75%
75%
50%
50%
25%
0%
25%
0%
16 - 19
20 - 24
25 - 34
35 - 44
45 - 59
60-69
Source: Ericsson ConsumerLab TV & Media 2012-2016 Study
Smartphone viewing has increased
the most among millennials over
the years
Self-reported share of total weekly TV/video viewing time by
Self-reported share of total weekly TV/video viewing time by
Millennials, done on respective device*
35+ People, done on respective device*
TV screen
Laptop screen
Desktop screen
Smartphone screen
Other screen
Tablet screen
TV screen
Laptop screen
100%
100%
75%
75%
50%
50%
25%
25%
0%
Desktop screen
Smartphone screen
Other screen
Tablet screen
0%
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
A split focus for
viewers
Percentage of consumers that engage in different activities on a second
screen as part of their viewing experience [self-reported]
Browse the Internet, related to
the content I am watching
Online discussions about the
content I'm watching
Watch two or more programs at
the same time
24%
31%
Non TV related activitites
screen
Percentage of consumers that engage in TV Related activities
on a second screen as part of their viewing experience
[self-reported]
20%
Overall Italy
14%
20%
27%
20%
12%
23%
23%
19%
26%
30%
21%
15%
41%
33%
17%
9%
49%
35+
56%
23%
29%
35%
38%
Millennials
8%
Participate in TV contests 6% 15%
Using a companion app
25%
nd
2
29%
27%
24%
20%
46%
21%
24%
At least Daily
At least weekly
Less often
Never/don't know
*TV related activities – Browsing the Internet, related to content I am watching OR Online Discussions about the
content OR Watch 2 or more programs at the same time OR participate in TV contests
millennials and
habits
nd
2
screen
Percentage of Millennials that engage in different activities on a second screen as part of their viewing experience [self-reported]
At least Daily
Browse the Internet, related to the content I am watching
27%
Online discussions about the content I'm watching
Watch two or more programs at the same time
Participate in TV contests
Using a companion app
Non TV related activitites
At least weekly
37%
18%
26%
12%
7%
Less often
16%
30%
13%
30%
23%
23%
22%
23%
27%
23%
19%
Never/don't know
42%
50%
24%
34%
39%
18%
18%
The growing habits around
screen viewing, 2014 vs 2016
The percentage of consumers performing activities on a second
screen as part of their viewing experience on a weekly basis
[self-reported]
2014
nd
2
The percentage of Millennials performing activities on a second screen
as part of their viewing experience on a weekly basis [self-reported]
37%
2016
2014
2016
31%
27%
24%
23%
19%
20%
20%
26%
20%
23%
16%
Browse the Internet,
Online discussions about
Watch two or more
related to the content I am the content I'm watching programs at the same time
watching
Browse the Internet,
Online discussions about
Watch two or more
related to the content I am the content I'm watching programs at the same time
watching
nd
2
screen habits is more
prevalent among on-demand
users
The percentage of consumers performing activities on a second screen as part of their viewing experience on a weekly basis [self-reported]
48%
36%
35%
35%
30%
27%
27%
26%
Online discussions about the content I'm watching
Daily Traditional TV Viewer
Daily Netflix Viewer
28%
21%
20%
Browse the Internet, related to the content I am
watching
27%
Watch two or more programs at the same time
Daily VOD* Viewer
Daily UGC Viewer
*VOD – Long form Video on Demand and not shorts videos
Evolution of TV
user groups
Definitions of TV-User groups
Heavy usage of Broadcasted TV
via the traditional TV-screen, but
not much other media
consumption
Computer
Centric
Mainly consume
streamed/downloaded media
via computer screen
Screen
Shifter
Use any screen, anywhere for all
kind of media content
Average
TV-Joe
Average spend TV-time and
light other media usage
Mobility
Centric
Firstly and mostly use the mobile
screen for all (but broadcasted)
media consumption
TV Zero
Light media usage overall
TV Couch
Traditionalist
BASE: Online population aged 16-69**** watching TV/Video at least weekly and having Broadband at
home in Brazil’**, Canada***, China, Germany, Italy***, Mexico***, Russia***, South Korea**, Spain,
Sweden, Taiwan, UK and US
* Trending using a 3 years moving average ¼, ½, ¼, ** included 2011-2016, ***included 2013-2016,
**** Age 16-59 covered in 2012-2012
Main Characteristics
TV Couch
Traditionalist
› 35+, most of them are employed, No university education, married w kids, small household, live in small
town or suburb
Screen
Shifter
› Male, 35+, full time worker with university education, married w kids, larger household, live in Metropolitan
areas and medium cities
Mobility
Centric
› Male, Millennial, full time worker with university education, single without kids, live with parents in larger
household in Metropolitan city close to the center
Computer
Centric
› Male, Millennial, full time student, single without kids, live with parents in larger household close to city
center
Average
TV-Joe
TV Zero
› 35+, full time worker with university education, married/living with partner and kids in smaller household in
small town or suburb
› Female, not full time worker, single, no kids, don’t live with parents
BASE: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home in Brazil,
Canada, China, Germany, Italy, Mexico, Russia, South Korea, Spain, Sweden, Taiwan, UK and US
Source: Ericsson ConsumerLab TV & Media 2016
TV-USER groups in Ericsson
Consumerlab Market monitor
Screen
Shifter
Average
TV-Joe
Computer
Centric
TV Couch
Traditionalist
Mobility
Centric
TV Zero
BASE: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home in Brazil,
Canada, China, Germany, Italy, Mexico, Russia, South Korea, Spain, Sweden, Taiwan, UK and US
MOBILITY centric segment has
Exploded!
Percentage of population belonging to each segment respective year*
[Self-reported]
TV Couch Traditionalist
Screen Shifter
17%
27%
9%
16%
24%
12%
Computer Centric
Mobility Centric
15%
21%
15%
Average TV-Joe
TV Zero
13%
11%
19%
18%
18%
19%
14%
15%
15%
14%
14%
16%
19%
21%
23%
25%
16%
15%
13%
12%
12%
2012
2013
2014
2015
2016
› The TV Couch Traditionalists have
shrunk in size by 23 percent since 2012
› Computer Centrics have kept stable in
size, with only a 5 percent increase
› Mobility Centrics have on the other
hand increased by over 100 percent
during the same time period!
› An increase of 54 percent among
Screen shifters
Current SERVICE
EXPERIENCE
Satisfaction of features
on-demand vs Broadcast TV
Percentage of consumers who are satisfied with different features - Broadcast TV vs. On-Demand TV (top 3 alt. in a 11-point scale)
[self-reported]
Available content
40%
User Experience
39%
49%
48%
43%
Initial Set-up/installation
34%
The price
Pricing Plans
Customer Services
47%
48%
47%
Video quality
Personalization
49%
38%
Content Discovery
Broadcast TV services
On-Demand services
32%
Mobility
International Access
49%
25%
44%
43%
32%
31%
30%
36%
43%
41%
Features that drive the adoption
of new paid TV-video services
Percentage of consumers that find the features important when
choosing a Pay-service (top 2 alt. in a 7-point scale),
[self-reported]
Percentage of consumers that find the features important when
choosing a Pay-service, by age (top 2 alt. in a 7-point scale),
[self-reported]
The price
75%
Video quality
73%
74%
73%
Video quality
73%
77%
The price
No binding times
70%
Available content
67%
72%
Available content
69%
No binding times
66%
Pricing Plans
67%
64%
Personalization
Customer Services
64%
Free trial
Personalization
64%
Content Discovery
User Experience
63%
Customer Services
Content Discovery
63%
60%
Mobile Streaming experience
54%
Mobility
53%
47%
65%
69%
Pricing Plans
Free trial
64%
64%
63%
66%
61%
64%
61%
66%
60%
66%
User Experience
56%
64%
55%
54%
Mobile Streaming experience
54%
53%
Mobility
73%
44%
50%
Millennials
35+
Improvement of
experience
Un-limit my stream
Percentage of consumers interested in a mobile subscription plan
including unlimited video streaming in standard definition [self-reported]
7 Very interested
19%
37%
6
18%
5
18%
4
20%
3
2
1 Not interested at all
› The possibility of having unlimited
consumption of data for streaming
purposes is tempting to many
consumers, as it would decrease their
fears of running out of data after
streaming TV and video content.
›
37% of consumers in Italy are
interested in such a service. From an
age perspective, millennials show the
50%
higher interest where over 50% of
them show interest in such a service
offer!
7%
4%
14%
BASE: Population aged 16-69 with broadband at home who watch any type of TV/Video at
least weekly in Italy
Importance of TV related
Factors 2012-2016
Average score, on a 7-graded scale, showing how important each TV Media feature is* [self-reported]
6,0
Free from ads/commercials
HD quality
4K / UHD Quality
5,5
À la carte TV-/video package
My TV-/Video content anywhere
5,0
Time shift/On demand
Subtitles
4,5
Interactive TV
Theatrical release directly on my TV
4,0
2012
2013
2014
2015
2016
“Excellent HD Quality” has remained an important factor over the years, with the importance of having
access to content anywhere as well as time-shift capabilities have steadily been increasing over the years
Importance of TV media features
Percentage of consumers that say each TV Media feature is
important (top 2 answers on 7-point scale), [Self-reported]
important, by age (top 2 answers on 7-point scale), [self-reported]
56%
HD quality
57%
54%
HD quality
55%
55%
57%
Theatrical releases directly on my TV
52%
Perfect live video and sound at large
events
50%
On demand / Time shift
48%
4K / UHD quality
43%
Dubbed Audio
43%
Perfect live video and sound at large
events
Dubbed Audio
44%
42%
4K / UHD quality
44%
43%
44%
34%
41%
Subtitles
TV-/Video content anywhere
43%
39%
40%
44%
38%
Premium live TV
36%
Virtual Reality TV and video
33%
Augmented Reality
32%
47%
48%
42%
TV-/Video content anywhere
Interactive TV
52%
49%
Subtitles
Different Camera Angles
54%
51%
31%
29%
Premium live TV
36%
36%
35%
31%
Augmented Reality
35%
30%
33%
30%
Interactive TV
32%
27%
Millennials
35+
Features worth paying for
worth paying for (top 2 answers on 7-point scale) [self-reported]
40%
HD quality
37%
33%
4K / UHD quality
29%
28%
Perfect live video and sound at large events
26%
24%
22%
worth paying for, by age (top 2 answers on 7-point scale) [self-reported]
39%
41%
37%
36%
HD quality
33%
34%
32%
26%
4K / UHD quality
26%
29%
25%
20%
24%
23%
24%
27%
Perfect live video and sound at large events
Dubbed Audio
18%
Premium live TV
16%
Subtitles
15%
None of these features
15%
Interactive TV
15%
Augmented Reality
Subtitles
20%
11%
Dubbed Audio
20%
17%
Augmented Reality
17%
11%
16%
12%
14%
Interactive TV
15%
14%
14%
Premium live TV
15%
16%
12%
12%
11%
Millennials
35+
Show me the
money
Challenges with
advertising
Percent of people interested in different types
of personalized advertising [self-reported]
Personalized ads,
based on you
specifying which ads
you don’t want to see
again
Personalized ads,
based on your
viewing habits, age,
gender and zip code
20%
18%
56%
of consumers in Italy say
an Ad-free experience is
important and 40% think
it is worth paying for!
BASE: Population aged 16-69 with broadband at home who watch any type
of TV/Video at least weekly in Italy
Monthly Household Spending
Average spend is 93 Euro, but around 22% of the households spend 125+ Euro/month
Euro 200
175
27
34
93
EUR
150
125
100
7
75
14
11
50
25
0
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
95
100
Linear TV
VOD-services
Cinema/Movie Theater
Physical media
% of Households

TV Media 2016 Italy Report

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