Corporate Research

How was the state of online video measured?
! DM2Pro and Tremor Media partnered to measure the state
of online video by surveying the advertising community
! Online survey was distributed to a representative list of
advertisers, agencies, publishers, networks and technology
providers
! Survey was conducted from March 7, 2010 to April 1, 2010
! Results are based on over 500 survey responses and were
compiled and analyzed by DM2Pro and
Tremor Media
4/12/2010 Copyright 2010 Tremor Media
Q

TV is still developing fast and TV viewing is actually increasing - people
are spending more time watching television than ever. Today the average
worldwide viewing time is measured by Eurodata at 188 minutes per day in
2008, one minute more than in 2007. In Europe, too, we see a trend towards
more TV consumption, not less. In most European countries the average daily
viewing time amounts to more than 200 minutes per day, or more than 23
hours per week. We have television on all kinds of platforms and innovative
devices and the viewer can watch audiovisual content when, where and on
what platform he wants. Instead of formerly 47 national channels, we see
a huge variety of 3,346 channels only in Europe.
But do people watch television differently? Yes, they watch TV on a variety of
platforms and use different media platforms at the same time. Recent surveys
show that 22% of viewers tend to watch TV while also using the Internet.
Against this background it becomes clear that TV will also in the future have
a key role in our society. Not only from an economic point of view, given that
we employ hundreds of thousands of people and that among the largest ACT
members we estimate spending around €10 billion every year on content.
No, television also has an important social role to play. People always want to
be informed and entertained and tune in to watch key events.
Latest rating successes – whether in sports, entertainment or news – are
testimony to the continuing good health of television: 47 million viewers
watched this year’s UEFA Champions’ League final. The medical drama
series Dr. House has attracted 81.8 million viewers in 66 countries worldwide.
Over 10 million viewers watched the first performance by Susan Boyle in the
talent show Britain’s Got Talent and 17.3 million viewers tuned in for the final,
not to mention her performance being viewed more than 100 million times
over the Internet. News programmes have also been very successful, with
some of our channels’ news programmes having reached up to 43% of the
audience in their markets

HbbTV Study from the European Broadcasting Union

Analysys Mason: Media perspectives: expert commentary on developments in 2010

Free Report.

Analysys Mason is one of the world’s leading specialists in the media and entertainment markets. We have extensive experience of working with major players throughout the value chain, as well as with policymakers, regulators, investors and financial institutions worldwide.

We understand the complexity of the media sector from all perspectives, and our cutting-edge work demonstrates our understanding of the changing media market and its implications.

Analysys Mason has an in-depth understanding of regulatory environments and we are a leading provider of commercial and technical due diligence to financial clients. We have an in-depth understanding of both developed and developing markets.

We work with rights owners, content players, distributors, vendors, regulators and investors to help maximise media opportunities and bridge the divide between media and telecoms markets.

Nielsen’s first quarter Three Screen Report – a regular analysis of video viewing and related consumer behavior in the U.S. – reveals that Americans continue to view video at a record pace.

Each week, the typical American continues to increase his/her media time, watching over 35 hours of TV, 2 hours of which is timeshifted TV, 20 minutes of online video and 4 minutes of mobile video, while also spending nearly 4 hours on the Internet. In addition, 59% of Americans surf the Internet and watch TV at the same time.

Find out more about what consumers watch and how Nielsen research and advanced technologies can help you fully understand how program viewing behavior is changing.