1. Segmentation: Consumption Skews By Video Device
Television
Connected Devices
Smartphone
Tablet
Computer
Game Consoles
Via one of their multiple TV sets
Via TV-connected devices such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smart TVs, Smartphone, Computer, 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 a slight video usage skew of P25-54
Internet usage skews P25-54 with a slight video usage skew of P18-49
Skews towards Teenagers and Millennials
Who:
At home, or someone else’s 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:
30+ hours / week (P18+); primarily live;
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 P35-49; “snacking during the day,” nights & weekends
Video Viewing: 30 mins/wk overall and a little over 50 mins/wk for P18-49; during the day (lunch), nights & weekends
Over 90 mins / 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 TV programs & films, music, 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 the Nielsen Total Audience Report 2Q 2018, Nielsen NPower, SNL Kagan data