1. Segmentation: Consumption Skews By Video Device
Television
Connected Devices
Smartphone
Tablet
PC Computer
Game Consoles
Via one of their multiple TV sets
Via TV-connected devices such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc.
Apps/websites through a smartphone
(iPhone, Android, etc)
Apps/Website through a tablet (iPad, Android, etc)
On a desktop or laptop
On a XBOX One, PS4 or Nintendo Switch
How:
People of all ages & ethnicities; P35+ are heaviest users
Skews towards Kids and Millennials; good penetration also against P35-49
Internet usage skews Millennial and P35-49 with video usage skewing Millennial
Internet usage skews P35+ with video usage skewing P18-49
Internet usage skews P35-64 with video usage skewing P18-49
Skews towards Teenagers and Millennials
Who:
At home, where they have an average of 2.6 TV sets per household
At home, or someone else’s home
Anytime, Anywhere: home or on the go
At home, at work or on the go
(like commuting)
At home or at work
Mostly at home, although newer devices enable
“on the go” viewing
Where:
Mostly watched live for an P18+ average of 33+ hours / week;
all day with emphasis on primetime and wknds
3+ hours / week on average with 4+ hours / week among Kids & Millennials;
nights & weekends
Video Viewing: 1 hour / week on average and almost 2 hours / wk for Millennials;
“snacking all day”
Video Viewing: A little over 30 mins/wk on average and almost 1 hr/wk for P18-49; “snacking during the day,” nights & weekends
Video Viewing: 1 hr/wk overall and a little over 90 mins/wk for P18-49; during the day (lunch), nights & weekends
2 hours / week overall and about 4 hours among Teens & Millennials;
nights and weekends
When:
A range of long-form premium content via broadcast TV and/or MVPD subscription
Streaming long-form entertainment, sports, children’s shows via apps & web
Streaming or downloading of short-form video / clips or long-form content
Streaming or downloading of short-form video / clips or long-form content
Streaming or downloading of short-form video / clips or long-form content
Streaming of long-form entertainment, sports, children’s shows via apps & web
What:
Left to your own devices
Source: chart includes VAB analysis of data from Nielsen Total Audience Report 1Q 2018, Nielsen NPower, SNL Kagan data