SOLVING THE VIEWING PUZZLE. NATHALIE SONCK (SKO), LIESBETH NEKKERS (GfK) BROADCAST MEDIA SOCIETY 23 JANUARI 2017

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1 SOLVING THE VIEWING PUZZLE NATHALIE SONCK (SKO), LIESBETH NEKKERS (GfK) BROADCAST MEDIA SOCIETY 23 JANUARI 2017

2 TV TREKT NOG STEEDS GROOT PUBLIEK IN jaar en ouder Pos Datum Programma Zender Kijkers * Eurovisie songfestival finale NPO Boer zoekt vrouw internationaal NPO Passion NPO jaar Eurovisie songfestival finale NPO Wie is de mol NPO Voice of Holland the blind auditions RTL4 609

3 TREND AFGELOPEN 3 JAAR: MINDER BROADCAST, MEER OVERIGE SCHERMTIJD KIJKTIJD OVERIGE SCHERMTIJD 120% 6+ jaar jaar jaar 250% 6+ jaar jaar jaar 100% 200% 80% 60% 40% 150% 100% 20% 50% 0% %

4 SKO STRATEGIE In februari 2013 besluit SKO-bestuur SKO heeft als opdracht om het volgende te meten en rapporteren: Kijkgedrag Van alle videocontent en Alle commerciële video uitingen (pre rolls, et cetera) Op alle platforms Met een kwaliteitsniveau vergelijkbaar met huidig kijkonderzoek

5 NEDERLANDS KIJKONDERZOEK VOLGENS INTERNATIONALE STANDAARD

6 ONLINE VOEGT SUBSTANTIEEL KIJKERSPUBLIEK TOE Live TV kijken Uitgesteld TV kijken Online kijken Dance dance dance % Samantha en michael enkeltje torremolinos % Goede tijden slechte tijden % Hollands next top model % Expeditie robinson % 2016, jaar, aantal kijkers*

7 2016: CAMPAGNE PERFORMANCE MONITORING Total Body care Brand B Brand A 1+ Reach (min 25%) Avg. Freq. Contacts Online GRP's september 2-16, jr

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9 KNOWING THE UNKNOWNS TV viewing time Total TV screen time

10 FOCUS ON YOUNGER GENERATIONS

11 DUTCH ARE HIGHLY DIGITALIZED AND QUICKLY PICK UP ON TRENDS SOURCE: GFK DAM (SEPTEMBER NOVEMBER 2016, 13 YEARS AND OLDER) Twitter reach 38% one of the highest in Europe Addicted to Netflix since launch Sept % Netflix usage Radio faces Never strong give up on Teletekst. competition 20% from of the Spotify: Dutch use 21% the app reach (Nov in the 16) Netherlands Insane Snapchat use among year olds: 38% NU.nl competing as Sanoma s news app against global platforms: 50% reach Quick to pick up on Pokémon trend: 16% has used the app within a month of its release

12 in mins OVERALL TOTAL TV SCREEN USAGE STABLE

13 jan-14 feb-14 mrt-14 apr-14 mei-14 jun-14 jul-14 aug-14 sep-14 okt-14 nov-14 dec-14 jan-15 feb-15 mrt-15 apr-15 mei-15 jun-15 jul-15 aug-15 sep-15 okt-15 nov-15 dec-15 jan-16 feb-16 mrt-16 apr-16 mei-16 jun-16 jul-16 aug-16 sep-16 okt-16 In mins.non BROADCAST VIEWING INCREASED yrs Week

14 SVOD SERVICES SVOD % 7% % 15% % 23%

15 NETFLIX ON THE BIG SCREEN Highest reach year olds Highest viewing time on Sundays 77% of viewing via media center

16 Is it a world yet? 8% 11% Netflix is well established in some markets, but not all, particularly in APAC & Europe outside UK, & NL 7% 11% 24% 23% 11% 16% 6% 5% UK Netherlands Italy Germany % % % of all adults who currently use another SVOD provider % of all adults who currently use Netflix 33% 30% Mexico Brazil 8% 13% 6% 4% 23% Netflix had not launched In India at the time of fieldwork Source: GfK Viewscape 2016 GfK 2016 GfK ViewScape Global Review Australia Singapore India 16

17 THE MORE NETFLIX, THE MORE TV total population Netflix viewers 0 okt-15 nov-15 dec-15 jan-16 feb-16 mrt-16 apr-16 mei-16 jun-16

18 NETFLIX ON SECOND SCREENS: REACH JAN NOV ,2% Netflix YouTube 87,4% 85,5% 43,6% 19,1% 29,7% Total years years Source: GfK DAM (January November 2016, 13 years and older) GfK 2016 GfK ViewScape Global Review 18

19 SVOD TRENDS - Increase SVOD viewing on all screens, especially Netflix - Viewing time SVOD on big screen seems to be stabilizing - Netflix viewers also love broadcast content year olds watch Netflix on big screen. Teenagers on second screen.

20 hours of viewing per week WHAT WILL THE FUTURE BRING? born in 1985 (36 yrs) born in 2000 (16 yrs) age

21 TOOLS NEEDED TO MAKE THE UNKNOWN KNOWN More VOD data Data distributors IP-based measurement Data science

22 HOW TO SOLVE A RUBIK S CUBE

23 INTERPLAY BETWEEN CONTENT DEVICES CONSUMERS CONTENT DEVICES CONSUMERS TV content online Online content on TV Global SVOD-players Targeted audience Recommendation engines TV connected devices Connected TV s Personal viewing devices TSV and VOD viewing Out-of-home Individualization Social

24 BEDANKT VOOR UW AANDACHT! Senior Research Manager Head of Media Measurement NL