TV Universe—UK, Germany, Sweden: HOW PEOPLE WATCH TELEVISION TODAY Author: Colin Dixon, Founder and Chief Analyst, Nscreenmedia

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TV Universe—UK, Germany, Sweden: HOW PEOPLE WATCH TELEVISION TODAY Author: Colin Dixon, Founder and Chief Analyst, nScreenMedia | 2019

I NTRODUCTION

Technology has become such a part of our daily lives that sometimes it seems that it is an end unto itself. However, in the world of the consumer, it has a particular role to play. Tim O’Reilly, who coined the term “open source,” put Online TV is now the second it this way: most popular source of “What technology does is create new opportunities to do a job that customers want done.”1 Home entertainment is most certainly a job that people “want done.” Ninety years ago, broadcast television television content in the UK, technology was the new opportunity to deliver it in an entirely new way.2 Based on the data from our most recent survey in Europe, the internet has become the next new opportunity to provide television entertainment to the home. Germany, and Sweden. Today, there are three primary sources of TV entertainment available to consumers: free-to-air (FTA), pay TV, and online TV. Free-to-air TV channels are typically received via an antenna but can also arrive over satellite and cable. Examples include BBC1, SVT1, and Das Erste. Pay TV services distribute linear TV over cable, satellite, and telco TV systems. Examples include Virgin Media, Sky Deutschland, and Com Hem. Online TV allows viewers to stream or download shows and movies over mobile and broadband data networks. Examples of services include Netflix, Now TV, and Amazon Prime Video. Just twelve years after Netflix first introduced streaming services, online TV has become the second most popular TV source in the UK, Germany, and Sweden. However, we are far from traditional television being swept away. The reality is that pay TV in Sweden and the UK, and FTA in Germany still deliver most home TV entertainment. That said, whereas twelve years ago most homes used a single source for TV, today nearly half of viewers in all three countries are multi-source television households. The survey data you will find in this report delves into the TV universe of viewers in the UK, Germany, and Sweden. It reveals that television viewing has become a complicated business for consumers. They are juggling multiple services from two or more sources across several devices. This report is sponsored by: This report details consumer usage data for FTA, pay TV, and online TV viewers, and the sizes of groups watching combinations of these sources. It will answer your questions about how many people are watching, the services and devices they are using, how much they are paying, and their attitudes to the experience they are having. It will also discuss how people are finding something to watch across all their services.

www.gracenote.com TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 1

K E Y F INDINGS

Users of pay TV, free-to-air, online TV— The Rise of Multi-TV Service Viewing UK, Germany, and Sweden It has been seven years since Netflix launched in the UK and Sweden, and nine years since LoveFilm (now Amazon Prime Video) started streaming services in the German market. Since that time, our survey of the UK, German, and Online TV Pay TV Free-to-air Swedish viewers shows there has been broad adoption of the services: 79% • More than half of UK and Swedish TV viewers watch paid streaming services. 65% ©nScreenMedia,2019 65% 54% • 39% of German TV viewers watch streaming services. 52% 47% 47% 39% 35% Before streaming arrived, most people relied on either FTA or pay TV for TV entertainment in Europe. Today, 46% of UK, 52% of Swedish, and 42% of German viewers use more than one TV source. There is also a smaller group of viewers in each of the three countries studied that use all three of the primary TV UK Germany Sweden sources. 17% of UK, 14% of Swedish, and 11% of German viewers use pay TV, FTA, and online TV to watch.

Online Second Most Popular Source of TV Guide users that consider graphics an important influence in deciding what to Pay TV remains the most popular TV source in Sweden and the UK, with close to two-thirds using it. FTA is the watch—average versus 18-24s most popular in Germany with 4 in 5 using it. However, online TV is now the second most popular source of TV in all three countries. Average 18-24s 90% 86% 78% Finding Something to Watch 70% Finding something to watch among all the TV sources and services can be challenging. The on-screen guide remains 57% 59% the tool most TV viewers prefer to use to help them with the task: • Regardless of TV source used, the on-screen guide is the most popular option in the UK and Sweden. • Germany pay TV and FTA users prefer channel flipping and the paper guide, though the on-screen guide is still important. • It is the most popular option for German online viewers. Graphics in TV show and movie guide listings are a critical influencer in helping people decide what to watch. In all three countries: UK 2019 ©nScreenMedia, Germany Sweden

When you are browsing a TV or video app guide, how • 3 in 5 or more think guide graphics are an important influence on their viewing choice. important is the graphical image representing a TV show or • Around 4 in 5 or more 18- to 24-year-olds said the same. movie in helping you decide what to watch? (n1=500,80,n2=500,96,n3=500,84) A similar number think show and movie descriptions are important in their selection of what to watch. Once again, descriptions wielded a more substantial influence among 18–24s.

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Which Viewing Groups Watch the Most

60% or more think show and More UK viewers are big TV consumers compared to the other two countries. 38% of UK viewers spend three or more hours a day watching TV. 23% of Germans and 26% of Swedes are big TV consumers. Looking at other movie graphics in the viewing groups, we observe the following viewing trends: on-screen guide are an • Pay TV viewers—either alone or in combination with another source—tend to watch more than average. • Only 11% of German online viewers are big TV consumers. important influence on their • Only 13% of Swedish FTA viewers are big TV consumers.

viewing choice. Online Viewer Device Preferences In all countries, the TV set is the preferred device through which to watch. 70% of total viewing time is through the TV screen in the UK and Germany, and 60% in Sweden.

The most common way of watching online TV is through a smart TV, and Samsung is the most popular brand in all three countries. The streaming media player is the second most used device, with Amazon Fire TV the most popular brand in the UK and Germany and Chromecast in Sweden. Pay TV Highlights

Pay TV users are mostly satisfied with their service, although 1 in 5 say they plan to leave their current operator. UK pay TV subscribers spend €49 (£42) per month, much more than Germans and Swedes. Many fewer use these apps in Europe:

• Half or more have never used their operator’s TV Everywhere app.

• A third or less use the apps at least monthly. • 1 in 10 use the apps at least once per week.

Online TV Highlights

The average Swedish online video subscriber has 1.7 services, British subscribers have 1.6, and Germans have 1.5. UK online viewers spend marginally more each month on services: • UK online viewers spend €18.95 (£16.20) per month. • Swedes spend €16.93. • Germans spend the least, €14.60.

Netflix is the top app in the UK and Sweden, and Amazon Prime Video is top in Germany. Online viewers in the

UK and Sweden are more satisfied with the service they have had the longest than pay TV users are with their pay TV service. Germans are equally satisfied with their pay TV and online TV services.

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Number of people who buy and rent Free-to-air Highlights videos in the UK, Germany, Sweden Most FTA viewers use broadcaster TV apps on their connected devices.

46% • 77% of UK FTA viewers use the apps, with BBC iPlayer and ITV Hub the top two apps. • 59% of Germans use the apps, with ZDF and ARD the top apps.

©nScreenMedia, 2019 • 56% of Swedes use the apps, with SVT Play and TV4 Play the top two apps. 35% 35% 33% Red button services remain important in Germany and the UK with almost half of FTA viewers using them.

28% 27% Buying and Renting Movies Buying movies—discs and digital copies—is more popular than renting: • 46% in the UK, and 35% in both Germany and Sweden buy movies. • 33% in the UK, 28% in Germany, and 27% in Sweden rent movies. 18- to 24-year-olds are much more likely to rent or buy a video than average. For example, in the UK 46% say they rent videos, versus a third on average. In Germany, half say they buy videos versus 35% on average.

UK Germany Sweden

Buy Rent

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UK V IEWERS

UK adults watching 3 or more hours The UK TV Universe per day of video We asked UK television viewers which sources of television they use. Figure 1 shows how the viewing FTA/Pay TV/Online 40% population divides up into TV source viewing groups. ©nScreenMedia, 2019 It was no surprise that 66% of UK adults use pay TV. Pay TV/Online 39% However, it was a surprise to find that more people now FTA/Online 37% watch online TV services (52%) than use FTA broadcast FTA/Pay TV 43% services (47%). Just over half of UK viewers, 54%, rely on a single source for their TV entertainment. Of those, 26% Online only 24% only watch pay TV, 18% only use FTA, and 10% rely Pay TV only 41% solely on online TV. Interestingly, 17% of UK viewers say they use all three sources. FTA only 38% When asked which source they went to first when they Average 38% wanted to watch TV, 61% of viewers selected pay TV, 20% online TV, and 19% FTA. Figure 1. The size of TV viewing groups in the UK How much time do you spend watching TV from all sources (live TV, live sports, DVR and VOD shows, online streaming TV shows) and on all screens (TV, PC, Which Group Watches the Most? smartphone, tablet) each week? (n=500) On average, 38% of UK respondents say they watch 3 or more hours of television from all sources per day. With one notable exception, each viewing group watched roughly the same amount of TV each day. When asked how Primary TV source—UK much time they spent watching TV through all their screens, people using pay TV and FTA watched the most. • 43% of pay TV/FTA viewers watched 3 or more hours per day. • The pay TV-only group was the second biggest TV consumers with 41%. Online TV 20% ©nScreenMedia, 2019 • The 17% using all three services were the third biggest TV consumers with 40%. The group watching exclusively online TV were by far the lightest viewers. Just 24% said they watched three or Pay TV 61% more hours per day.

Free-to-air 19%

Which television source do you usually go to first (which is your primary TV service)? (n=235)

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Screens used to watch video—UK Preferred Screen for Watching TV adults Survey respondents were asked to divide up their viewing time between the four main screens in their lives: TV, PC, smartphone, and tablet. Nobody will be surprised to hear that the average viewer uses the TV screen for three- Smartphone, Tablet, 6% quarters of their viewing. However, a quarter of viewing takes place on other screens. Of the connected screens, the 9% PC/laptop is most preferred, and the tablet the least. The fact that the laptop and tablet have roughly the same PC/Laptop, penetration (63% versus 58%) suggests that the bigger screen of the laptop still wins out when it comes to 12% watching TV.3 One viewing group stood out as embracing other screens more than other groups. Those watching online TV only TV, 74% used the TV screen about half of the time. The PC/laptop was preferred about a third of the time. Most of the remaining viewing time was spent on the smartphone.

Number of TV Channels Watched ©nScreenMedia, 2019 Almost all UK TV viewers still watch at least some linear television channels. We asked our survey group how About what percentage of your total viewing time do you many channels they watched every month. On average, they watched between nine and ten channels. However, spend watching TV through each screen (n=500) some viewing groups watched many more. For example, the group using all TV sources watched between 11 and 13

channels. Perhaps understandably, the online TV group watched the fewest channels—between 5 and 6 per week. Average number of online video services used—UK Number of TV channels watched by UK adults (average)

©nScreenMedia, 2019 19% Free-to-air/Pay 18% 2.8 17% TV/Online ©nScreenMedia, 2019 12% 12% Pay TV/Online 2.4 Video 5% 6% 4% 3% 2% 2% FTA/Online 2.6 None 1-2 3-4 5-6 7-8 9-10 11-13 14-17 18-21 22-30 31+

Online only 2.3 How many different TV channels do you watch each month? (n=500)

Average 2.4 Number of Online Video Services Watched Online TV, both from free and paid sources, has become a part of 52% of UK viewers’ lives. The average viewer How many Internet video services do you use each month uses 2.4 services. The group viewing all three TV sources utilizes the most online services—an average of 2.8. (Netflix, ViaPlay etc.)? (n=500)

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UK D EVICES

Smart TV Streaming Media Player • 53% use it monthly. • 42% use it monthly. • 33% use it daily. • 18% use it daily.

Brand of smart TV used by viewers—UK Brand of streaming media player used by viewers—UK

Other, 5% Other, 6% Toshiba, 4% Apple TV, 18% ©nScreenMedia, 2019 ©nScreenMedia, 2019 Now TV, 20% Panasonic, 8% Skyworth, 1% Samsung, 31% Philips, 3% TCL, 1% Chromecast, Amazon Fire TV, Hisense, 3% 17% Sony, 12% LG, 15% 39% Which brand of connected devices do you use to stream online video through your television? (n=411) Which brand of connected devices do you use to stream online video through your television? (n=411)

Game Console Blu-ray/DVD Player • 28% use it monthly. • 38% use it monthly. • 10% use it daily. • 8% use it daily.

Brand of game console used to stream by viewers—UK Brand of Blu-ray/DVD player used to stream by viewers—UK

Nintendo, 11% Toshiba, 3% Other, 2%

©nScreenMedia, 2019 Panasonic, 9% ©nScreenMedia, 2019 Skyworth, 3% Samsung, 29% Xbox, 34% Philips, 8% TCL, 2% PlayStation, 55% Hisense, 4% LG, 17% Sony, 22% Which brand of connected devices do you use to stream online video through your television? (n=411) Which brand of connected devices do you use to stream online video through your television? (n=411)

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G E R M A N V IEWERS

German adults watching 3 or more The German TV Universe hours per day of video The division between TV source viewing groups is different in Germany than in the UK and Sweden. FTA/Pay TV/Online 28% Figure 2 shows that FTA usage dominates the television market, with 79% saying they watch it at least some of Pay TV/Online 25% the time. Once again, it was a surprise to find how quickly online TV has been adopted. More people now FTA/Online 23% watch online TV services (39%) than use pay TV FTA/Pay TV 36% services (36%). Just over half of German viewers (55%) ©nScreenMedia, 2019 rely on a single source for their TV entertainment. Of Online only 11% those, 39% only watch FTA, 6% only use online TV, and 10% rely solely on pay TV. 11% of German viewers Pay TV only 20% say they use all three sources. When asked which source they went to first when they FTA only 23% wanted to watch TV, half of the viewers selected FTA, Figure 2. The size of TV viewing groups in Germany How much time do you spend watching TV from all and a quarter each selected online or pay TV. sources and on all screens each week? (n=500) Which Group Watches the Most? TV source Germans consider primary On average, 23% of German viewers watch TV for 3 hours or more per day. The group with the largest number watching 3 hours or more—36%—are those combining pay TV and FTA. The second most prolific viewing group—28%—are those combining all three services. Two groups stood out as watching far less than others: Just 11% of people watching online TV only say they watch 3 or more hours per day, and 1 in 5 pay TV only viewers Online TV 24% said the same.

Pay TV 24%

©nScreenMedia, 2019

Free-to-air 53%

Which television source do you usually go to first (which is your primary TV service)? (n=500)

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Screens used to watch video by Preferred Screen for Watching TV German adults Survey respondents were asked to divide up their viewing time between the four main screens in their lives: TV, PC, smartphone, and tablet. The TV screen is used by the average viewer for 67% of their viewing, only Tablet; 5% Smartphone; 10% marginally less than in the UK. However, a third of viewing takes place on other screens. Of the connected screens, the PC/laptop is by far the most preferred, delivering 18% of viewing. The smartphone is the next most used, with the tablet used the least. PC/Laptop; 18% Those watching online video only use the TV screen about a third of the time. The PC/laptop is preferred about TV; 67% half of the time. Most of the remaining viewing time is spent on the smartphone.

Number of TV Channels Watched ©nScreenMedia, 2019 Almost all German TV viewers still watch at least some linear television channels. We asked our survey group how many channels they watched every month. On average, they watched 8 channels. All viewing groups About what percentage of your total viewing time do you watching TV from multiple sources tend to watch more channels than those using a single source. For example, spend watching TV through each screen (n=500) the group using all TV sources watched the most, averaging 9.7 channels per month. Other multiple sources viewers watch between 9 and 9.5 channels. Once again, the online TV group watches the fewest channels— Average number of online video between 5 and 6 per week. services used by Germans Number of TV channels watched by German adults (average) Free-to-air/Pay 2.1 TV/Online 26% ©nScreenMedia, 2019

18% Pay TV/Online 2.1 14% 15%

7% FTA/Online 1.9 6% 5% ©nScreenMedia, 2019 2% 2% 3% 1%

Online only 2.1 None 1-2 3-4 5-6 7-8 9-10 11-13 14-17 18-21 22-30 31+

How many different TV channels do you watch each month? (n=500) Average 1.9

How many different online video services do you watch Number of Online Video Services Watched each month? (n=500) Online TV, both from free and paid sources, has become a part of 57% of German viewers’ lives. 43% of German viewers say they watch no TV shows or movies over the Internet. The average viewer watches 1.9 services.

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G E R M A N D EVICES

Smart TV Streaming Media Player • 48% use it monthly. • 29% use it monthly. • 29% use it daily. • 11% use it daily.

Brand of smart TV used by German viewers Brand of streaming media player used by German viewers Other; 8% Other; 5% Apple TV; 17% Toshiba; 4% ©nScreenMedia, 2019 Chromecast; Panasonic; 8% 14%

Philips; 8% Samsung; 44% Amazon Fire TV; Hisense; 1% 61% Sony; 18% LG; ©nScreenMedia, 2019 12% Which brand of connected devices do you use to stream online video through your television? (n=303) Which brand of connected devices do you use to stream online video through your television? (n=303)

Blu-ray/DVD Player Game Console • 35% use it monthly. • 23% use it monthly. • 5% use it daily. • 7% use it daily. Brand of disc player used by German viewers Brand of game console used to stream by German viewers

Toshiba; 5% Other; 4% Nintendo; 17% Panasonic; 8% ©nScreenMedia, 2019 ©nScreenMedia, 2019 Xbox; 21%

Philips; 15% Samsung; 38%

LG; PlayStation; 62% Sony; 17% 13%

Which brand of connected devices do you use to stream online video through your television? (n=303) Which brand of connected devices do you use to stream online video through your television? (n=303)

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S W E D I S H V IEWERS

Swedish adults watching 3 or more The Swedish TV Universe hours per day of video Figure 3 shows that the numbers of people saying they use pay TV (65%), FTA (47%), and online TV FTA/Pay TV/Online 33% ©nScreenMedia, 2019 (54%,) are almost the same as in the UK. Once again, Pay TV/Online 27% worthy of note is the fact that more people say they watch online TV than FTA. Just under half of the FTA/Online 30% Swedish viewers, 48%, rely on a single source for FTA/Pay TV 32% their TV entertainment. Of those, 25% only watch pay TV, 14% only use FTA, and 9% rely solely on Online only 24% online TV. 14% of Swedish viewers say they use all Pay TV only 33% three sources. FTA only 13% When asked which source they went to first when they wanted to watch TV, 45% of viewers selected Average 26% pay TV, 31% online TV, and 24% FTA. How much time do you spend watching TV from all Figure 3. The size of TV viewing groups in Sweden sources and on all screens each week? (n=500) Which Group Watches the Most? A quarter of Swedes watch television for 3 hours or more per day. Three viewing groups watch the most Primary TV source—Sweden television. Roughly one-third of those watching TV from all sources, pay TV/FTA, and pay TV only viewers say they watch 3 or more hours per day. Those only watching FTA watch by far the least, with 13% saying they watch 3 hours a week or more. Online only viewers also watched significantly less, with a quarter watching 3 or more hours per day. Online TV 31%

©nScreenMedia, 2019

Pay TV 45%

Free-to-air 24%

Which television source do you usually go to first (which is your primary TV service)? (n=500)

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Screens used to watch video by Preferred Screen for Watching TV Swedish adults ©nScreenMedia, 2019 Survey respondents were asked to divide up their viewing time between the four main screens in their lives: TV, Smartphone, Tablet, 5% 12% PC, smartphone, and tablet. The average viewer uses the TV screen for 62% of their viewing, the lowest of the three countries studied. Nearly two-fifths of viewing takes place on other screens. Once again, the PC/laptop is most preferred, with the device delivering one-fifth of viewing. The smartphone delivered about 1 in 10 of PC/Laptop, viewing. Though the average Swede has 1.16 tablets, it is not used very much for TV viewing.4 21% TV, 62% In Sweden, the PC/laptop is preferred by those watching online TV only over all other screens. The tablet is preferred only slightly more for viewing than the smartphone by this group.

Number of TV Channels Watched

About what percentage of your total viewing time do you Almost all Swedish viewers still watch at least some linear television channels. We asked our survey group how spend watching TV through each screen (n=500) many channels they watched every month. On average, they watched between 7 and 8 channels, many fewer than in Germany and the UK. The group combining pay TV with FTA watched between 8 and 9 channels per month, considerably more than any other Swedish group. Average number of online video services used—Sweden Number of TV channels watched by SWE adults (average) 22% 22% FTA/Pay TV/Online 2.9 ©nScreenMedia, 2019 17% ©nScreenMedia, 2019 14% Pay TV/Online 2.6 8% 6% FTA/Online 2.6 4% 3% 1% 1% 1%

Online only 2.3 None 1-2 3-4 5-6 7-8 9-10 11-13 14-17 18-21 22-30 31+ How many different TV channels do you watch each month? (n=500)

Average 2.4 Number of Online Video Services Watched How many different TV channels do you watch each month? Online TV, both from free and paid sources, has become a part of 54% of Swedish viewers’ lives. 46% of (n=500) Swedish TV viewers say they watch no TV shows or movies over the Internet whatsoever. The average viewer watches 2.4 services. The viewing group watching the most online services was the group using all three TV sources, with an average of 2.9 services. We will see later the number of paid online TV services.

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S W E D I S H D EVICES

Smart TV Streaming Media Player • 39% use it monthly. • 40% use it monthly. • 19% use it daily. • 15% use it daily.

Brand of smart TV used by viewers—SWE Brand of streaming media player used by viewers - SWE Toshiba, 1% Other, 5% Other, 5% ©nScreenMedia, 2019 ©nScreenMedia, 2019 Panasonic, 4%

Philips, 8% Apple TV, TCL, 1% Samsung, 35% 34% Hisense, 1% LG, Sony, 8% 14% Chromecast, 60% Which brand of connected devices do you use to stream online video through your television? (n=429) Which brand of connected devices do you use to stream online video through your television? (n=429) Game Console • 18% use it monthly. Blu-ray/DVD Player • 5% use it daily. • 22% use it monthly. • 3% use it daily. Brand of game console used to stream by viewers—SWE Brand of Disc Player used to stream by viewers—SWE Nintendo, 13% Toshiba, 2% Other, 2% ©nScreenMedia, 2019 Panasonic , 9% ©nScreenMedia, 2019 Skyworth, 1%

Xbox, 34% Philips, 12% Samsung, 34% TCL, 2% PlayStation, 53% Hisense, 1% Sony, 17% Which brand of connected devices do you use to stream online video through your television? (n=429) LG, 18%

Which brand of connected devices do you use to stream online video through your television? (n=429)

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F I N D I N G S O M E T H I N G T O W ATCH

Pay TV and Free-to-air Viewer Discovery Pay TV and FTA viewers share many common traits in the way they find something to watch. In the UK and Sweden, on-screen guides are the most prevalent tools people use. However, in Germany people prefer the serendipitous channel-flipping approach. Channel flipping is the second most popular approach in the UK and Sweden. Paper guides remain a common way of planning TV watching in Germany, where 2 in 5 people still use them. A third of Swedes also like to use paper guides. Fewer than 1 in 10 pay TV and FTA viewers say they use social media. However, since both viewing groups skew older, this is perhaps unsurprising. Word of mouth also does not feature strongly. Between 11% and 13% of FTA and pay TV viewers cite it as a significant source. Could this mean that the watercooler conversation is dead? Recommendations also do not feature strongly. However, as we shall see, many people do not know they have access to the feature.

How pay TV users find something to watch How free-to-air viewers find something to watch (Ranked 1 or 2) (Ranked 1 or 2) Sweden Social media Sweden Social media Germany Germany Word-of-mouth Word-of-mouth UK UK Paper guide Paper guide

Flip through channels Flip channels ©nScreenMedia, 2019 Pay TV… Guide… ©nScreenMedia, 2019 Text search Title search

On-screen TV guide On-screen guide

0% 20% 40% 60% 80% 0% 20% 40% 60% 80% Which of the following ways of finding something to watch do you use the most? (n1=327, Which of the following ways of finding something to watch do you use the most? (n=233, 400, 234) n2=198, n3=325)

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Online TV Viewer Discovery

For online TV viewers, video service guides are the critical resources for deciding what to watch in all three countries studied. Whereas pay TV and FTA viewers can fall back on paper guides or flip channels, online viewers do not have equivalent functionality. When asked which sources online TV viewers mostly use to find something to watch, the video service guide was selected first or second in importance by 2 in 5 online TV viewers. Moreover, twice as many people consider video service guides important as they do service recommendations and device guides. Once again, friend recommendations through social media and word of mouth wield surprisingly little influence with less than 10% of online TV viewers ranking it 1 or 2.

The low impact of device text and voice search services in the discovery process is shocking. Providers such as Apple, Amazon, and Google are investing in these technologies heavily. However, very few consult them before heading to other more traditional means. It is not clear if the lack of use is because consumers aren’t aware cross- service search is available or they have tried it and didn’t like it. However, digging deeper shows the technology has challenges ahead. Barely 10% of online TV viewers say they use the features on a weekly or daily basis. The number of online TV services continues to expand rapidly in Europe. Device cross-service search is one of the few tools available to consumers to help with the ballooning complexity. Figuring out how to get more consumers to use cross-service search should be a top priority for device makers.

How online video viewers decide what to watch Usage frequency of device cross-service search features

(Ranked 1 or 2) Other Sweden Sweden Daily Friend recommendations Germany Germany ©nScreenMedia, 2019 ©nScreenMedia, 2019 Device recommendations Weekly UK UK Device text/voice search Monthly Browse device guide

Service recommendations Rarely/never

Text search in service app Doesn't support Browse service guide

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0% 10% 20% 30% 40%

How do you mostly decide what to watch when using Online video services (e.g. Netflix)? How often do you use the cross-service search (voice or text) feature of your streaming device to (n=258, 198, 268) find a movie or TV show to watch? (n=258, 198, 268)

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The Importance of Guides Influence of guide TV show Given the importance of guides in all aspects of the discovery process, ensuring it does a good job is critical. We descriptions in deciding what to watch asked our survey participants about two aspects of the guide to gauge its impact on what people watch. ©nScreenMedia, 2019 Using show and movie artwork in the guide is very influential in helping a viewer decide what to watch. 59% of Swedes, 57% of Germans, and 70% of British viewers say these graphical teasers are an important or very 18% 13% 17% important factor in whether they watch a movie or not. Very influential Even more important are the descriptions of the shows and movies. 70% of UK viewers say the descriptions were at least somewhat important. 65% of Swedes and 57% of Germans think the same. 44% Somewhat 48% The video service guide is essential in helping users find something to watch. However, the 18- to 24-year-olds 52% influential are swayed much more by the movie and show images and descriptions they find there than the average viewer. For example, in the UK, 90% say images are important in helping them decide what to watch, versus 70% on Not that 21% average. Similarly, 78% of young Germans say guide descriptions are influential, versus 57% on average. influential 18% 23% 22% Time Enough to Watch Everything? 12% 12% With so much content at our disposal, do we feel there is enough time to watch it all? For most people, the answer UK Germany Sweden is yes. Most people in Sweden, Germany, and the UK say they do have enough time, although more people in When you are browsing a TV or video app guide, how Sweden (81%) say this than in the UK and Germany (70%). important is the graphical image representing a TV show or Oddly, the groups in all three countries with access to the most content—those using all three sources of video movie in helping you decide what to watch? (n=500,500,500) FTA/pay TV/online TV—also had among the highest percentages of members saying they had enough time to watch their favorite shows.

Percentage of viewers that feel they Guide users that consider graphics an Guide users that consider descriptions an have enough time to watch their important influence in deciding what to important factor in deciding what to watch— favorite shows watch—average versus 18-24s average versus 18-24s Average 18-24s Average 18-24s 90% 86% 87% Sweden 81% 19% 78% 77% 70% 70% ©nScreenMedia, 2019 65% 68% 57% 59% 57% Germany 70% 30%

UK 70% 30% 2019 ©nScreenMedia, ©nScreenMedia, 2019 ©nScreenMedia,

Yes No UK Germany Sweden UK Germany Sweden Do you feel you have enough time each week to watch all When you are browsing a TV or video app guide, how important is the When you are browsing a TV or video app guide, how important is the your favorite shows? (n=500, 500, 500) graphical image representing a TV show or movie in helping you decide graphical image representing a TV show or movie in helping you decide what to watch? (n1=500,80,n2=50096,n3=500,84) what to watch? (n1=500,80,n2=500,96,n3=500,84)

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P AY T V V IEWERS

Average monthly amount spent on pay The Monthly Bill for Pay TV Services TV services The average UK pay TV subscriber pays significantly more than those in Sweden and Germany. UK pay TV subscribers spend €49.02 (£41.90) a month while Swedish customers spend €23.66 (249.10 kr) and Germans spend €32.20. 49.02 € ©nScreenMedia, 2019 In the UK and Germany, the viewing group spending the most on pay TV are the FTA/pay TV/online TV viewers. 32.20 € In Sweden, the highest spending viewing group is the pay TV/online TV viewers. Low spenders in the UK and 23.66 € Sweden were the FTA/pay TV group though in Germany those using solely pay TV spent the least.

Satisfaction with Service People are, overall, satisfied with the value for money provided by their pay TV service. Satisfaction was the highest UK average Germany average Sweden average in Germany (73%). Interestingly, the low-paying Swedes also had the lowest satisfaction with the service (55%). Dissatisfied pay TV customers are relatively rare, with only 1 in 10 saying they didn’t consider their pay TV How much is your monthly pay TV bill (including premium subscription provided good value for money. and sports channel extras)? (n1=327, n2=182, n3=325) Satisfaction with pay TV among users—UK, Germany, Sweden

Sweden 55% 32% 13%

©nScreenMedia, 2019

Germany 73% 17% 10%

Satisfied Neutral Dissatisfied

UK 67% 21% 11%

How satisfied are you with the value for money provided by your pay TV service? (n1=327, n2=182, n3=325)

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Frequency of usage of pay TV apps by Use of Pay TV Portal Apps all pay TV users—UK, Germany, Sweden Very few pay TV customers have integrated their pay TV operator TV Everywhere apps into their weekly viewing lives. 13% of pay TV customers in the UK and Sweden say they use their operator’s pay TV app, while 14% of 13% 14% 13% Germans say the same. Half of viewers in each covered country say they have never used the apps. Weekly or more Operator TV app usage is much higher among any viewing group that includes online TV. It is also interesting to

©nScreenMedia,2019 36% 38% 35% note that those survey participants who say pay TV is their sole source for television also say they do not use pay TV apps in significant numbers. For example, three-quarters of the pay TV only group said they had never used Less than a pay TV app. weekly 50% 51% 52% Interest in Quitting Pay TV Never The number of pay TV customers who say they are dissatisfied with their service is very low. However, the number UK Germany Sweden that says they are planning to leave is much higher. For example, in Germany, only 10% say they are dissatisfied, but 25% say they are planning to leave in the next six months. A similar number say they are going to leave in the Pay TV operator apps let you watch your pay TV channels and on-demand shows on your smartphone, tablet, and PC. UK and Sweden. How much do you use them to watch on your devices? Those that watch less than three hours of television a day could be partially responsible for the seeming (n1=327, n2=182, n3=325) contradiction between satisfaction and plans to leave pay TV. In the UK, lighter viewers represent 38% of survey participants. Though satisfaction with pay TV is about the same as average for this group, interest in leaving is much higher (30% versus 20% on average). It could be that lighter viewers see value in pay TV (and value is what we Pay TV users planning to leave or stay asked them to evaluate) but feel they don’t watch enough to justify keeping the service. with pay TV—UK, Germany, Sweden It should also be remembered that intentions are not actions. Though 20% or more say they plan to leave, far fewer are likely to follow through. Plan to 47% Most of the people planning to leave their current pay TV operator say they are going to quit pay TV altogether. 58% ©nScreenMedia,2019 54% stay About a third in each country say they plan to use FTA television instead. Another third say they will use online TV Not alone or in combination with FTA. sure 31% 17% 26% Plan to leave 22% 25% 20%

UK Germany Sweden

Are you planning to leave your current pay TV operator in the next 6 months? (n1=327, n2=182, n3=325)

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O N L I N E T V V IEWERS

Number of services subscribed to by Number of Paid Services online video service users The average number of subscribed online TV services is almost identical in all three countries studied. The average 3% 1% 6% Swedish online video subscriber pays for 1.7 services, British subscribers have 1.6, and Germans have 1.5. 8% 12% 14% 32% Four or Most Popular Online TV Services 29% 19% more

©nScreenMedia,2019 Netflix is the top service in the UK and Sweden. Netflix launched in early 2012 in the UK and late 2012 in Three Sweden. The slight head start seems to have allowed significantly deeper penetration in the UK than Sweden. Amazon Prime Video is second to Netflix in the UK but slightly ahead in Germany. Netflix and Amazon dominate the markets in which they are available. Other notable services in the UK include Now TV (20%), ITV Hub+ 57% 60% 61% Two (8%), and Disney Life (6%). Sky Ticket (12%) and sports service DAZN (6%) earn the third and fourth spots in Germany. Swedes enjoy Viaplay (31%), C more (22%,) and HBO Nordic (20%). One Pay online TV—UK Pay online TV—Germany Pay online TV - Sweden UK Germany Sweden Other 9% Other 8% None 15% Curzon… 3% How many pay online video services are you currently Teleco… 2% Other 5% BFI Player 3% subscribed to? (n=258, 198, 268) ©nScreenMedia, 2019 ©nScreenMedia, 2019 My5 3% Dplay… 5% Eurospo… 2% ©nScreenMedia, 2019 HayU 3% Eurosport 4% DAZN 6% Disney Life Length of tenure with longest 6% C more 22% ITV Hub+ 8% Sky Ticket 12% subscribed service Viaplay 31% Now TV 20% Netflix 51% Amazon… 43% HBO… 20% 24% Amazon … 56% 30% 34% Netflix 73% Netflix 63% 2 yr or Which pay online TV services do you Which pay online TV services do you Which pay online video services do more 18% currently subscribe to? (n=258) currently subscribe to? (n=198) you currently subscribe to? (n=268) 19% ©nScreenMedia,2019 21% 1-2 yrs 28% 21% Longest Tenured Service 20% 4-11 We asked online video viewers about the online service they have been subscribed to the longest (the longest months 29% 30% 25% tenured service). Netflix has been available in the UK and Sweden for 6+ years, and Amazon Prime Video has been available in the UK and Germany for five years. So, it should come as no surprise that 34% of Swedes, 30% <=3 of Britons, and 24% of Germans have had their longest-tenured service for more than two years. It is also months UK Germany Sweden interesting to note that many people are still only just entering the online TV market. The longest-tenured service Thinking about the paid online video service you have been for 3 in 10 UK and German and a quarter of Swedish online TV viewers is three months or less. using the longest, how long have you been subscribed to this service?(n=258, 198, 268)

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Average monthly amount spent on The Monthly Bill for Online TV Services online TV services NETFLIX TIE R Though Swedes average slightly more online TV services than the other countries studied, it is the British that spend the most. They ©nScreenMedia, 2019 HD UHD 18.95 € spend €18.95 (£16.20) per month while the Swedes spend €2 less and 16.93 € UK €9.35 €11.69 Germans €2 less again. 14.60 € Germany €7.99 €16.99 The average amount spent per service is €11.85 in the UK, €10.63 in Sweden €10.36 €13.21 Germany, and €10.58 in Sweden. For reference, basic Netflix membership in each country costs €9.35, €7.99, and €10.36, respectively.

Satisfaction with Longest Tenured Service Online TV viewers in the UK and Sweden are much more satisfied with their longest-tenured service than pay TV users are with their operator. In the UK, 83% say they are satisfied or very satisfied with their online TV service. 68% of Swedes say the same. However, in Germany satisfaction among pay TV and online TV viewers is the same. Few UK Germany Sweden people say they are dissatisfied with their longest-tenured service. Only 3% in the UK said they were dissatisfied or How much do you spend per month on all your pay online very dissatisfied with their longest-tenured service. 9% of Germans and 8% of Swedes said the same. TV services?(n=258, 198, 268)

Satisfaction with longest tenured online TV service—UK, Germany, Sweden Number of online TV and pay TV users satisfied with their respective services Sweden 68% 24% 8% 83% 73% 73% ©nScreenMedia, 2019 67% 68% ©nScreenMedia,2019 55% Germany 73% 17% 9%

Satisfied Neutral Dissatisfied

UK 83% 14% 3% UK Germany Sweden Thinking about your primary pay online TV service, how satisfied are you with the value for money it provides? (n=258, 182, 268) Online TV Pay TV

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F REE - T O - A I R V IEWERS

Free-to-air viewers that use Usage of Broadcaster Apps broadcaster apps Most people who watch FTA television also use broadcaster apps to watch online. 77% of FTA users in the UK say they use broadcaster apps. 59% in Germany and 56% in Sweden say the same. Online TV use is a good 77% predictor of whether an FTA viewer uses broadcaster apps. For example, in the UK more than 9 in 10 of those ©nScreenMedia, 2019 that watch TV from FTA and online say they also use broadcaster apps. 59% 56% Most Popular Broadcaster Apps The top broadcaster apps track very closely to the most popular broadcast channels. In the UK, BBC iPlayer and ITV Hub top the list of apps. However, UKTV Play and My5 also see significant usage. In Germany, ZDF Mediathek and ARD Mediathek (local and national) top the lists of apps. In Sweden, SVT Play is by far the most popular app, followed by TV4 Play. Significant usage also accrues to Viafree, C More and Dplay (free). UK Germany Sweden Most popular broadcaster Most popular broadcaster Most popular broadcaster Do you use broadcaster apps or portals to watch TV on apps—UK apps—Germany apps—Sweden any of your devices? (n=233,400,234) 47% ©nScreenMedia, 2019 41% ©nScreenMedia, 2019 68% 37% 35% 46% 41% ©nScreenMedia, 2019 18% 16% 20% 15% 14% 15% 10% 11%

1% 1% 2%

BBC ITV Hub All 4 UKTV My5 Other ZDF ARD RTL TV 7TV Other TV4 SVT Kanal 5C MoreViafree Dplay Other iPlayer Play Now Play Play Play (free)

Do you use broadcaster apps or portals to Do you use broadcaster apps or portals to Do you use broadcaster apps or portals to watch TV on any of your devices? (n=233) watch TV on any of your devices? (n=400) watch TV on any of your devices? (n=234)

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Red Button Services In the UK and Germany, FTA viewers can access bonus information through their TV by pressing the red button or teletext button on their TV remote. Viewers can see more about what they are watching, see broadcaster TV guides, access catch-up services, and get other general information like weather and traffic. The bonus information is included in the broadcast signal. “Red Button” services remain an important part of the viewing experience for almost half of FTA viewers in the UK and Germany. They are not available in Sweden. The most popular use in the UK is to access TV catchup services, with more than a quarter of FTA viewers taking advantage of the feature. 1 in 10 Germany viewers did the same. About 1 in 5 British and German FTA viewers use “Red Button” services: • To get more information about what the viewer is watching • To browse a broadcaster guide to find something to watch Of the people who use “Red Button” services, half do so at least weekly. 13% of UK and 18% of German users have made the services a part of their daily television lives.

How free-to-air viewers use “press-red” or Frequency of pressing red teletext Germany Something else 1% 2% Germany Daily 18% UK 13% 4% UK Ad info 8% Weekly 36% 36% Broadcaster 23% guide 19%

25% Program info Once a month or less 18% 21% 22%

In the last month, have you pressed the red or teletext button How often do you press the red or teletext button on your TV on your TV remote to do any of the following (n=233, 400) remote? (n=109, 174)

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I N T E R E S T I N P AY T V A M O N G N ON- S UBSCRIBERS

Likelihood of a non-pay TV user signing How Many People Have Quit Pay TV? up for service Given the dominance of a national broadcast infrastructure in all three countries studied, it is not surprising that most people without pay TV have never had it. Three-quarters of German non-pay TV customers have never had the Unlikely service. 64% of UK and 61% of Swedish non-pay TV users say the same. However, there is good news in the data Neutral for pay TV operators. Very few have canceled service in the last six months, suggesting there is not a massive tide of people preparing to quit their pay TV service. It also reinforces the statement made earlier that though many say Likely they are interested in quitting pay TV, far fewer follow through with action. 70%

74% 76% Non-pay TV viewers’ past status with the service ©nScreenMedia,2019 Sweden 64% 23% 10% 3% ©nScreenMedia, 2019 Germany 76% 18% 4% 2%

UK 61% 25% 7% 7% 14% 13% Never had it Canceled 2+ years ago Canceled 6-12 mons ago Canceled <6 mons ago 16% You mentioned you do not use pay TV. Have you ever had pay TV services? (n=173, 318,175) 16% 13% 8%

UK Germany Sweden Why People Quit Pay TV In the UK, where people pay almost twice as much as Germans and Swedes for pay TV, 3 in 5 cord-cutters cited How likely are you to sign-up for pay TV in the next 3 cost as the primary reason they quit. The next two most popular reasons cited—watching online TV or FTA TV— months? (n=173,318,175) were selected by half as many people. In Germany and Sweden, the average amount spent on pay TV is much lower than in the UK. The cost was still the dominant reason cited for leaving pay TV. Watching online TV and FTA TV were the second and third most popular reasons selected after cost. Pay TV operators around the world are aware of the cost problem versus SVOD services. They are working to create smaller, cheaper bundles of channels to be more competitive.

Likelihood of Signing up for Pay TV Few people indicate they are interested in signing up for pay TV. 16% in the UK say they are somewhat likely to sign up in the next three months. 13% of Germans and 8% of Swedes showed similar interest. However, intentions are not actions. Only the most interested are likely to follow through and investigate signing up for pay TV. Only a tiny number of Swedes and Germans, and 1 in 10 Britons say they are very likely to sign up for pay TV in the next three months.

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B U Y I N G A N D R ENTIN G M O V I E S A N D S HOWS

Renting Movies and Shows Uncommon Across the three countries studied, movies and TV show renting was uncommon. A third or slightly less say they Number of people who rent movies or rent in the UK, Germany, and Sweden. That said, those who do rent do so multiple times per month. In Germany, shows three-quarters of renters rent a video multiple times a month and a third rent weekly. UK renters have a very similar profile to Germany. However, half of the Swedish renters watch one rented movie or less per month.

No Germany 20% 15% 39% 25% Yes UK 17% 18% 35% 29% 33% 28% 27% <1 1 2-3 4 or more How many movies or shows do you rent each month? (n=165, 142,135) UK Germany Sweden The most common way to rent in the UK is from a pay TV provider and then an online store. In Sweden and Do you rent movies or shows? (n=500, 500, 500) Germany, it is the reverse, with renters preferring online stores like Amazon and Apple over their pay TV providers.

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Buying More Popular Than Renting Ownership still holds sway over renting. In the three countries studied, more people buy movies and shows than rent Number of people who buy movies or them. 46% in the UK, 35% in Germany and Sweden say they buy movies. Purchase frequency is, understandably, shows much lower than rental frequency. Nearly half of UK purchasers buy 2 or more movies a month while 2 in 5 Swedes and Germans do the same. Almost half of Swedes buy less than one movie or show a month.

Number of movies purchased per month

<1 1 2-3 4 or more UK Germany Sweden How many movies or shows do you rent each month? (n=165, 176,135)

Do you buy movies or shows? (n=500, 500, 500) The most common way for people to buy is via a brick-and-mortar store in the UK and Germany. Swedes prefer disc-by-mail services.

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F O C U S O N 18- T O 24- Y EAR - O LDS

Free-to-air Not Popular With the Young Number of people that rent movies or shows—average vs. 18-24s UK, Germany, Sweden 46%

Online TV is the most critical source of television for people Number of online video services UK Germany Sweden 18 to 24 years old in all three countries studied. There is indeed nothing new in that conclusion. Though both pay TV used—average vs. 18-24s Average 18-24s and FTA are losing out to online TV, it is FTA that has 2.7 Do you rent movies or shows? (n1=500,80 n2=500,96, n3=500,84) 2.4 2.4 2.6 suffered the most among 18–24s. In the UK and Sweden, 2.2 FTA reaches 1 in 10 or less. National broadcasters are in 1.9 Number of people that buy movies or danger of losing their voice with the young, who increasingly shows—average vs. 18-24s spend their time with global brands like Netflix and Amazon

UK, Germany, Sweden Prime Video. ©nScreenMedia, 2019 ©nScreenMedia, With their reliance on online TV, 18–24s also use more 61% services than average. In the UK and Germany, these young UK Germany Sweden

©nScreenMedia, 2019 ©nScreenMedia, 51% adults use significantly more online video services than the Average 18-24 46% average. In Sweden, they also use more, though the gap is How many Internet video services do you use each 39% considerably smaller. 35% 35% month? (n1=500,80 n2=500,96, n3=500,84) Renting and Buying Habits Differ Young adults have not totally given their viewing over to big viewing libraries provided by Netflix and YouTube. More of them say they rent movies and shows than the average in each of the countries covered. The difference is most sharply felt in the UK, where nearly half of 18–24s say they rent versus a third on average.

UK Germany Sweden We see the same pattern with movie purchases. Far more 18–24s say they purchase movies or TV shows than the average. The difference is most sharply felt in Germany and the UK. Average 18-24s Do you buy movies or shows? (n1=500,80 n2=500,96, n3=500,84)

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D E F I N I N G T ERMS

Free-to-air In the UK, this includes Freeview and Freesat. Germans can receive free TV using an over-the-air antenna, cable, DTH, or telco systems. Swedes must use an over-the-air antenna to receive free TV.

Pay TV Cable, satellite, and telco TV systems requiring a subscription.

Online TV Streamed or downloaded TV including shows, movies, news, sports, documentary, and kids’ content.

Primary TV source The TV source someone thinks of as the main place they go to watch.

Longest tenured service The TV service an online video viewer has been subscribed to for the longest time, compared to other TV services.

Pay TV portal apps Online apps provided by a pay TV operator that allow customers to access some or all of their subscribed content online.

Broadcaster apps Online apps provided by a TV broadcaster that allow viewers to watch some or all of the broadcast content online.

Streaming media player A box or stick that plugs into a TV to allow the user to watch streamed video on their television.

Smart TV A TV that allows the user to watch streamed video without any other intermediary device.

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About the Data About Gracenote’s Sponsorship of This Research The survey data presented in this report was gathered in February and March 2019. We nScreenMedia would like to thank Gracenote for sponsoring this research. Without surveyed 1500 adults who watch television, 500 each in the UK, Germany, and their sponsorship, it would not have been possible to bring this report to you for free. Sweden. We then weighted the data to make it representative of the general population Though Gracenote sponsored the research, it did not influence the collection, of each country. analysis, or presentation of the data in this report. Note that our research findings may vary from local measurements due to different methodologies and sample sizes. Copyright Notice Many of the diagrams give the population count answering a question. Where all three countries are represented in a single diagram, the order of the populations given is This document is published by nScreenMedia, copyright 2019. Reproduction is always the same: The UK, Germany, and Sweden. strictly forbidden unless authorized by nScreenMedia. This document must not be forwarded. It is only for the personal use of the individual originally receiving it nScreenMedia researchers use rigorous methodologies in constructing and validating from nScreenMedia. You may use diagrams and data points in presentations and our research and opinions. Our collective knowledge includes information gathered documents you create provided that: full attribution to nScreenMedia is included, from public and private sources, industry interviews and other research sources. Since you do not include more the 20% of the diagrams in a single presentation or the markets nScreenMedia covers are subject to rapid change, nScreenMedia is not document. All rights reserved. responsible for loss caused by any errors, omissions, or misinterpretation of the content. All information is provided “as is” with no warranty implied or expressed. nScreenMedia disclaims any liability to any individual or organization that has made business or investment decisions based on the content of our research.

www.nScreenMedia.com References

For more information contact: 1 Richard McManus, Tim O’Reilly Interview, Part 2: Business Models & RSS, readwrite, 17 Nov 2004, [email protected] readwrite.com/2004/11/17/tim_oreilly_int_1/ (accessed on 4/3/19) 2 Suzanne Deffree, 1st American TV Station Begins Broadcasting , July 2, 1928, EDN, 2 July 2018, This report is made possible www.edn.com/electronics-blogs/edn-moments/4376579/1st-American-TV-station-begins-broadcasting--July-2-- 1928 (accessed on 4/3/19) by the generous contribution of: 3 Ofcom, UK Communications Market Report 2018, ofcom, August 2 2018, p24 4 AudienceProject, AudienceProject Insights 2018, AudienceProject, Q2 2018, p10

www.gracenote.com

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