INSIGHTS 2019 Traditional TV, Online Video & Streaming
INSIGHTS 2019
Traditional TV, online video & streaming - Disney+ special
US UK Germany Denmark Sweden Norway Finland 2 AudienceProject Insights 2019 05 Editorial
07 Disney+ CONTENTS 19 Media usage
35 About the study
AudienceProject Insights 2019 3 4 AudienceProject Insights 2019 Will Disney spin a business fairytale?
Disney is gearing up to take on Netflix in the US
Despite Disney+ just now going live in the US and the release still months in the future in Europe, the new streaming service is already looking to become a challenger for the top spots in a crowded field. In the US, more than half have already heard about Disney+ and 43% intend to subscribe. Not surprisingly, especially families with children EDITORIAL are expected to sign up to Disney+. The good news for the incumbent services is that most people will keep their existing packages. However, about 40% of the subscriber-in- tenders expect to cancel one or more of Disney’s competitors, with Netflix being mentioned most often. In the US, Norway and Finland, the likely drop will hit the hardest with 7%, 8% and 8%, respectively.
It is not all sour for Netflix though. For the first time, the American com- pany is number one in all the seven countries covered in our study - even in Finland, where the local broadcaster YLE up until now has been sitting on the throne. Talking about thrones, the biggest jump in users in the Nordics comes from HBO Nordic, while HBO is finding it harder to gain traction in its home market. The question is if it can hold that position in the North post Game of Thrones.
Rune Werliin Chief Product Officer @ AudienceProject
AudienceProject Insights 2019 5 6 AudienceProject Insights 2019 DISNEY+
Even before the launch of Disney+, the awareness of Disney’s new streaming service is massive. Additionally, a lot of people are already considering subscribing to the new streaming service. For many, it will be at the expense of subscriptions to other streaming services, especially Netflix subscriptions.
AudienceProject Insights 2019 7 More than half in the US know about Disney’s new streaming service
[ How many know of or have heard about Disney+? ]
US UK Germany
55% 40% 30% know of or have know of or have know of or have heard about Disney+ heard about Disney+ heard about Disney+
Denmark Sweden Norway Finland
31% 27% 30% 29% know of or have know of or have know of or have know of or have heard about Disney+ heard about Disney+ heard about Disney+ heard about Disney+
8 AudienceProject Insights 2019 Especially families with children will subscribe to Disney+ Households with children Households without children [ How many are considering subscribing to Disney+? ]
50% 47%
42% 41% 38%
31% 30% 28% 26% 26% 24% 24% 21% 18%
US UK Germany Denmark Sweden Norway Finland
AudienceProject Insights 2019 9 In the following pages, we will show how many con- sumers are considering subscribing to Disney+ when it is launched, how many of the subscriber-intenders are Great interest in subscribing to also considering unsubscribing from any of their exist- ing streaming services, and which streaming services Disney+ in the US - and unsub- are likely to be dropped in favour of Disney+. scribing from existing services
43% are considering subscribing to Disney+ when it is launched
are considering unsubscribing from one or more of 40% their existing streaming services
Which streaming services will people unsubscribe from?
33%
18% 13% 8% 3%
Netflix Hulu Amazon Prime HBO Now HBO Go
10 AudienceProject Insights 2019 Future Disney+ subscribers in Future Disney+ subscribers in the UK will primarily unsub- Germany will mostly unsubscribe scribe from Netflix from Netflix and Amazon Prime
26% 33% are considering subscribing to Disney+ when it is launched are considering subscribing to Disney+ when it is launched
are considering unsubscribing from one or more of are considering unsubscribing from one or more of 37% their existing streaming services 41% their existing streaming services
Which streaming services will people unsubscribe from? Which streaming services will people unsubscribe from?
31% 30%
23% 25%
17%
7% 8% 8% 4% 1%
Netflix Amazon Prime Now TV ITV Hub All 4 Netflix Amazon Prime Maxdome Sky Ticket Zattoo
AudienceProject Insights 2019 11 More than half of future Disney+ Future Disney+ subscribers in subscribers in Denmark will un- Sweden will primarily unsub- subscribe from existing services scribe from Netflix
21% 33% are considering subscribing to Disney+ when it is launched are considering subscribing to Disney+ when it is launched
are considering unsubscribing from one or more of are considering unsubscribing from one or more of 55% their existing streaming services 48% their existing streaming services
Which streaming services will people unsubscribe from? Which streaming services will people unsubscribe from?
33% 33%
22% 18% 18% 13% 13% 12% 10% 4%
Netflix HBO Nordic Viaplay TV 2 Play C More Netflix Viaplay C More HBO Nordic TV4 Play
12 AudienceProject Insights 2019 More than half of future Disney+ Three quarters of future Disney+ subscribers in Norway will un- subscribers in Finland will un- subscribe from existing services subscribe from existing services
33% 23% are considering subscribing to Disney+ when it is launched are considering subscribing to Disney+ when it is launched
are considering unsubscribing from one or more of are considering unsubscribing from one or more of 57% their existing streaming services 76% their existing streaming services
Which streaming services will people unsubscribe from? Which streaming services will people unsubscribe from?
33% 43%
29% 24% 16% 15% 15% 14% 15% 15%
Netflix TV2 Sumo HBO Nordic Dplay Viaplay Netflix HBO Nordic Ruutu C More MTV Katsomo
AudienceProject Insights 2019 13 In the following pages, we will show how many are cur- rently subscribing to different streaming services and how many we can expect to be subscribing to different The number of Netflix subscribers streaming services after Disney+ is launched. in the US is expected to drop by 7% after the launch of Disney+
70% Netflix 65%
Amazon 62% Prime 61%
36% Hulu 34%
7% HBO Go 7%
7% HBO Now 6%
The number of sub- The number of sub- scribers before the scribers expected after launch of Disney+ the launch of Disney+
14 AudienceProject Insights 2019 Netflix is expected to see a large The launch of Disney+ is expect- drop in the number of UK subscrib- ed to have a high impact on Ama- ers after the launch of Disney+ zon Prime and Netflix in Germany
63% Amazon 45% Netflix 61% Prime 43%
Amazon 47% 40% Netflix Prime 46% 38%
42% 8% ITV Hub Sky Ticket 41% 8%
35% 3% All 4 Maxdome 35% 3%
15% 2% Now TV Zattoo 15% 2%
The number of sub- The number of sub- The number of sub- The number of sub- scribers before the scribers expected after scribers before the scribers expected after launch of Disney+ the launch of Disney+ launch of Disney+ the launch of Disney+
AudienceProject Insights 2019 15 The launch of Disney+ is expect- Netflix is expected to see a large ed to have a high impact on Net- drop in the number of Swedish sub- flix and HBO Nordic in Denmark scribers after the launch of Disney+
49% 56% Netflix Netflix 46% 52%
23% 27% Viaplay Viaplay 22% 26%
23% 22% TV 2 Play C More 22% 21%
HBO 20% 19% TV4 Play Nordic 18% 18%
6% HBO 18% C More 6% Nordic 17%
The number of sub- The number of sub- The number of sub- The number of sub- scribers before the scribers expected after scribers before the scribers expected after launch of Disney+ the launch of Disney+ launch of Disney+ the launch of Disney+
16 AudienceProject Insights 2019 The number of Netflix subscribers The launch of Disney+ is expect- in Norway is expected to drop by ed to have a high impact on all 8% after the launch of Disney+ the bigger services in Finland
63% 47% Netflix Netflix 58% 43%
HBO 30% 30% Ruutu Nordic 28% 28%
23% HBO 22% Viaplay 22% Nordic 20%
20% MTV 22% TV2 Sumo 18% Katsomo 20%
11% 22% Dplay C More 9% 20%
The number of sub- The number of sub- The number of sub- The number of sub- scribers before the scribers expected after scribers before the scribers expected after launch of Disney+ the launch of Disney+ launch of Disney+ the launch of Disney+
AudienceProject Insights 2019 17 18 AudienceProject Insights 2019 MEDIA USAGE
Looking at the general media usage, we see that traditional TV viewing keeps dropping, while both the usage of connected TV boxes, online video viewing and streaming increases. As shown in the previous chapter, the launch of Disney+ is expected to have a high impact on the number of Netflix subscribers but for now, the number of Netflix users keeps on increasing.
AudienceProject Insights 2019 19 US The US is leading the way in terms of streaming UK Germany Denmark [ How many watch traditional TV, how many watch TV via connected TV boxes, how many Sweden watch online video and how many stream or download TV, series or movies on a weekly basis? ] Norway Finland
86 84 % 81 % 80 80 79 % % % 76 75 75 % 73 % % % % 70 68 67 % % % 63 61 % % 59 57 % % 55 55 53 % % 50 % % 44 44 43 42 % % % % 35 31 % % 24 %
Traditional TV Connected TV Online video Streaming
20 AudienceProject Insights 2019 Less than three quarters watch traditional TV on commercial TV channels
[ How many watch traditional TV on commercial TV channels on a weekly basis? ]
US UK Germany Watch traditional TV on commercial TV channels
Don’t watch traditional TV 64% 64% 73% 73% 69% 69% on commercial TV channels watch traditional 35% watch traditional 26% watch traditional 30% TV on commercial 1% TV on commercial 0% TV on commercial 1% TV channels TV channels TV channels
? Don’t know
Denmark Sweden Norway Finland
64% 64% 69% 69% 70% 70% 76% 76% watch traditional 35% watch traditional 30% watch traditional 29% watch traditional 23% TV on commercial 1% TV on commercial 1% TV on commercial 1% TV on commercial 0% TV channels TV channels TV channels TV channels
AudienceProject Insights 2019 21 Traditional TV viewing keeps dropping 2017 (Q2) 2018 (Q4) [ How many watch traditional TV on a weekly basis? ] 2019 (Q3)
83% US 73% 68%
80% UK 83% 80%
N/A Germany 83% 80%
78% Denmark 72% 73%
79% Sweden 80% 76%
84% Norway 82% 75%
86% Finland 86% 81%
22 AudienceProject Insights 2019 The use of connected TV boxes increases 2018 (Q4) 2019 (Q3) [ How many watch TV via connected TV boxes on a weekly basis? ]
47% US 50%
35% UK 42%
26% Germany 31%
23% Denmark 35%
41% Sweden 44%
41% Norway 44%
21% Finland 24%
AudienceProject Insights 2019 23 More people watch online videos 2018 (Q4) 2019 (Q3) [ How many watch online video on a weekly basis? ]
85% US 84%
69% UK 75%
65% Germany 67%
53% Denmark 61%
64% Sweden 70%
88% Norway 86%
77% Finland 79%
24 AudienceProject Insights 2019 Streaming increases in all countries 2018 (Q4) 2019 (Q3) [ How many stream or download TV, series or movies on a weekly basis? ]
60% US 63%
49% UK 57%
34% Germany 43%
40% Denmark 53%
49% Sweden 55%
58% Norway 59%
51% Finland 55%
AudienceProject Insights 2019 25 A large number of people can only be reached on streaming services
[ How many don’t watch traditional TV but stream or download TV, series or movies ]
US UK Germany Don’t watch traditional TV
Stream or download 31%21% 63% 20%13% 57% 19%11% 43% TV, series or movies
Don’t watch traditional TV but stream or download TV, series or movies 15-25-year-olds 26% 15-25-year-olds 22% 15-25-year-olds 24%
Denmark Sweden Norway Finland
25%18% 53% 23%14% 55% 24%16% 59% 18%10% 55%
15-25-year-olds 35% 15-25-year-olds 22% 15-25-year-olds 35% 15-25-year-olds 19%
26 AudienceProject Insights 2019 Top streaming and downloading services in the US 2017 (Q2) 2018 (Q4) [ Which streaming and downloading services do Americans use to watch TV, series or movies? ] 2019 (Q3)
79 80 78 % % % Mainly used to watch movies
Mainly used to watch series 60 % 55 56 % % 53 % 48 Mainly used to watch sports % 44 42 % % 40 % * Top paid services included
31 % Note: The figures represent the streaming and down- loading services that are used by the ones who have used a streaming or downloading service to watch TV, series or movies within the last week
15 14 14 % 13 % 11 % 11 11 % 10 10 10 11 11 % % % 9 9 9 9 % % 9 % % % % % % % 7 6 6 % % 5 5 4 % % % % 3 % %
-- - ...
Netflix Amazon YouTube Hulu HBO Go HBO Now Google YouTube Facebook iTunes Sling TV Play- Other Prime Play Premium Watch Station Video Vue
AudienceProject Insights 2019 27 Top streaming and downloading services in the UK 2017 (Q2) 2018 (Q4) [ Which streaming and downloading services do Britons use to watch TV, series or movies? ] 2019 (Q3)
75 % 70 Mainly used to watch movies % 66 % 61 60 % % Mainly used to watch series 54 % 50 49 % % Mainly used to watch sports 44 43 % % 39 % 36 * Top paid services included 33 % % 30 29 29 28 29 % % % % Note: The figures represent the streaming and down- % loading services that are used by the ones who have used a streaming or downloading service to watch TV, 18 series or movies within the last week 15 16 % % 13 14 13 12 % % 12 % % % % 8 8 6 6 % 6 % 5 5 5 % % % 4 3 3 % % 2 2 2 2 % % % % % % % % -- -- ...
Netflix BBC Amazon YouTube ITV Hub All 4 Now TV Sky Go Sky Store Google iTunes Facebook YouTube TalkTalk Other iPlayer Prime Player Play Watch Premium TV Video
+
28 AudienceProject Insights 2019 Top streaming and downloading services in Germany 2017 (Q2) 2018 (Q4) [ Which streaming and downloading services do Germans use to watch TV, series or movies? ] 2019 (Q3)
69 % Mainly used to watch movies
59 57 % % 55 Mainly used to watch series % 53 52 % %
Mainly used to watch sports
* Top paid services included
Note: The figures represent the streaming and down- loading services that are used by the ones who have used a streaming or downloading service to watch TV, series or movies within the last week
11 11 11 % 9 % % % 6 7 7 6 % % 5 4 5 % % % % 3 % 1 2 % % % 0 ------% - ...
Netflix Amazon YouTube Sky Ticket Maxdome Google iTunes Zattoo Video- Magine TV Other Prime Play buster Video
+
AudienceProject Insights 2019 29 Top streaming and downloading services in Denmark 2017 (Q2) 2018 (Q4) [ Which streaming and downloading services do Danes use to watch TV, series or movies? ] 2019 (Q3)
69 67 % Mainly used to watch movies 64 % %
53 Mainly used to watch series % 50 % 44 % 41 Mainly used to watch sports % 37 36 35 % % % * Top paid services included 30 30 % 28 % 28 % % Note: The figures represent the streaming and down- loading services that are used by the ones who have 21 21 20 used a streaming or downloading service to watch TV, % % 19 % % series or movies within the last week
12 % 8 9 % 7 6 % 5 6 6 5 6 6 4 % % % % 4 % % % 2 3 3 3 3 3 3 % 3 2 2 2 3 2 % % % % 1 % % % 1 % % 1 % % % % % % % % % -- -- ...
Netflix DR TV Viaplay YouTube TV 2 Play HBO Viafree C More Dplay Film- Amazon Block- iTunes Facebook YouTube Google Other Nordic striben Prime buster Watch Premium Play Video
30 AudienceProject Insights 2019 Top streaming and downloading services in Sweden 2017 (Q2) 2018 (Q4) [ Which streaming and downloading services do Swedes use to watch TV, series or movies? ] 2019 (Q3)
70 69 % % Mainly used to watch movies 64 62 % 59 % % 55 Mainly used to watch series % 53 %
46 45 % % Mainly used to watch sports
35 35 % 32 % * Top paid services included 31 30 % % 27 % 27 Note: The figures represent the streaming and down- % % 24 24 loading services that are used by the ones who have % % 20 used a streaming or downloading service to watch TV, % 18 series or movies within the last week % 14 % 12 12 12 12 % % 10 % % % 7 5 5 6 5 6 % 4 4 % 4 % 4 % 3 % 2 2 3 3 2 2 % % % % % % % 1 1 1 % % % % % % % % -- -- - ...
Netflix SVT Play YouTube Viaplay TV4 Play HBO C More Dplay Viafree Google Amazon iTunes Facebook YouTube Block- Plejmo Other Nordic Play Prime Watch Premium buster Video
AudienceProject Insights 2019 31 Top streaming and downloading services in Norway 2017 (Q2) 2018 (Q4) [ Which streaming and downloading services do Norwegians use to watch TV, series or movies? ] 2019 (Q3)
75 72 % 71 Mainly used to watch movies % %
60 % 57 Mainly used to watch series %
49 48 % % Mainly used to watch sports
40 38 % % * Top paid services included 34 % 29 30 % % Note: The figures represent the streaming and down- 26 26 25 26 % % % 24 loading services that are used by the ones who have % % used a streaming or downloading service to watch TV, 18 series or movies within the last week % 14 11 12 % 12 % % % 9 8 % % 6 6 6 6 6 4 4 5 5 5 5 5 4 3 % % % % % % % % 3 % % 1 % % % % 1 1 1 % % % % % ------...
Netflix NRK TV YouTube HBO Viaplay TV2 Sumo Dplay Viafree Amazon Facebook C More Google YouTube iTunes Block- Plejmo Other Nordic Prime Watch Play Premium buster Video
32 AudienceProject Insights 2019 Top streaming and downloading services in Finland 2017 (Q2) 2018 (Q4) [ Which streaming and downloading services do Finns use to watch TV, series or movies? ] 2019 (Q3)
65 % 62 62 Mainly used to watch movies % % 56 56 53 % % % Mainly used to watch series 47 % 43 42 % % Mainly used to watch sports 36 36 % 33 % 32 % % * Top paid services included 28 27 % % 24 Note: The figures represent the streaming and down- % loading services that are used by the ones who have 19 used a streaming or downloading service to watch TV, % 16 16 series or movies within the last week 15 15 14 % % % % 11 % % 9 7 % 6 % 5 4 4 4 % 3 3 % 2 % % % 2 1 % % 1 1 % % % % % -- ...
Netflix Yle Areena YouTube Ruutu MTV HBO Viaplay C More Amazon Google YouTube iTunes Other Katsomo Nordic Prime Play Premium Video
AudienceProject Insights 2019 33 34 AudienceProject Insights 2019 Further insights This is just the tip of the iceberg. AudienceProject has in-depth data on the digi- tal market. For more in-depth data about the usage of traditional TV, online video and streaming - or other digital trends, please reach out to us.
Methodology The study is a part of AudienceProject Insights 2019. Data is collected through online surveys. The respondents have been selected from our Nordic, German, UK and US panels consisting of more than 1.5 million panelists and weighed to achieve representativity. The Disney+ chapter is based on answers from more than 6.000 respondents collected in Q4 2019. The Media usage chapter is based on answers from more than 16.000 respondents collected in Q3 2019. ABOUT THE Editor & Data About AudienceProject Rune Werliin [email protected] AudienceProject is a technology-based +45 60 17 77 76 STUDY market research company founded in Text & Design Denmark and operational worldwide Martin Kokholm that helps publishers, agencies and [email protected] advertisers identify, build, reach and +45 25 61 32 19 measure audiences.
Contact AudienceProject empowers publishers, [email protected] agencies and advertisers to collect and Website activate their own audience data, so www.audienceproject.com they can create unique data offerings and show advertisers the true value of Twitter omnichannel marketing. @Audience_P #apinsights2019
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