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Markedet for Tv Og Streamingtjenester I Danmark

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Markedet for Tv Og Streamingtjenester I Danmark Markedet for tv og streamingtjenester i Danmark Seer-Undersøgelsens Establishment Survey Marts 2021 Markedet for tv og streamingtjenester i Danmark Indhold Definition og terminologi Overblik over markedet for tv og streaming Streamingtjenester udbredelse ▪ Kendskab, abonnement, sening og dækning ▪ Daglig volumen i minutter og daglig/ugentlig dækning Fokus på segmenter på streamingmarkedet ▪ Seersegmenter og streamingforbrug ▪ Streamingtjenesternes seerprofiler Udviklingen på tv-markedet ▪ Andel af husstande/personer med tv og tv-modtageforhold Undersøgelsens baggrund og metode Mere information Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Definition og terminologi Målgruppe og metode Streaming-markedet i Danmark – Definition og terminologi For rapporten er der benyttet en definition af ”streaming” som værende ”film, serier eller tv-programmer set via internet eller app”. Idet vi ikke har et reelt målt tal for alle streaming-tjenester i den eksisterende Seer-Undersøgelse benyttes i rapporten et claimed streamingniveau for tjenester. Der spørges til følgende streamingtjenester: DRTV Netflix Stofa WebTv Amazon Prime Dplay Boxer Play TV 2 PLAY HBO C More Play Eurosport Player Filmstriben Blockbuster Viaplay YouTube Telia TV Viafree YouSee Tv og Film Paramount+ Google Play Apple TV+ For sening af traditionelt distribueret tv-indhold i de danske husstande anvendes resultater fra Seer-Undersøgelsen. Der er udregnet gennemsnitlige daglige minutter og ugentlig dækning på 12 år+ eksklusiv sening af internet-tv på pc/laptops, tablets og smartphones og blandt personer i alle husstande uanset om de har tv eller ej. Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Målgruppe og metode Metode: Cati-interviews i Seer-undersøgelsens Establishment Survey samt online i Index Danmark/Gallup Dataindsamling og målgruppe: Establishment Survey data er indsamlet i 4. kvartal 2020 og Index Danmark/Gallup er for perioden hele 2020. Målgruppen er for begge mænd/kvinder i alderen 12 år+ i Danmark Univers/sample: Universet består af alle danskere på 12 år og derover som svarer til 5.073.798 personer Antal interviews: Seer-Undersøgelsens Establishment Survey: 2.562 gennemførte cati-interviews i målgruppen alle danskere 12 år+. Index Danmark/Gallup: 5.052 gennemførte online interviews i målgruppen 12år+ Databehandling: Datamaterialet er vejet på følgende kriterier: køn x alder, køn x region, landsdele, antal personer i husstanden og udtrækssandsynlighed Adgang til data: Undersøgelsen rapporteres i værktøjet GallupPC og i nærværende PowerPoint-rapport for udvalgte variable Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Overblik over markedet for tv og streaming i Danmark 4. kvartal 2020 Overordnet har 78 % af danskerne 12 år+ traditionelt tv. Har ikke tv og streamer ikke Ikke-seere 81 % af danskerne (12 år+) streamer film, serier eller tv 1% (Stream only og Kombi-seere til sammen). TV only Har tv og streamer ikke 4 grupper alt efter tv-sening og streamingadfærd 18% 1. De fleste er ”Kombi-seere” (60 %) som både har tv og streamer. 2. 21 % er ”Stream only”, der streamer og har ikke tv Har ikke tv og Har tv og streamer streamer 21% 3. 18 % er ”TV only” som udelukkende ser tv via traditionel 60% distribution og ikke streamer film, serier eller tv-indhold. Stream only 4. Kun 1% er ”Ikke seere” som hverken ser tv eller streamer Kombi-seere film, serier eller tv-indhold Kilder: Kantar Establishment, cati 4. kvt. 2020 Stikprøve 2.562 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Streaming- tjenesternes udbredelse Kendskab Abonnement Daglig volumen i minutter Dækning Streamingtjenester - kendskab Kendskabet er størst til Netflix, DRTV, TV 2 PLAY, Viaplay og YouSee På grafikken ses kendskabsgraden på Kendskab til streamingtjeneste i % af danskere 12år+ streaming-tjenester udtrykt i %. Blandt broadcaster-tjenesterne er DRTV, TV 2 PLAY og Viaplay de største og blandt de internationale tager Netflix førstepladsen. 84 86 83 79 75 70 52 47 43 33 DRTV TV 2 PLAY Viaplay Viafree Dplay Netflix HBO YouSee Telia TV C More Broadcastertjenester Int’l SVOD Distributørtjenester Kilde: Kantar Gallup Index Danmark Helår 2020 Stikprøve: 5.052 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Streamingtjenester - abonnement Abonnement på Netflix er mest udbredt På grafikken ses andel personer med Abonnement på streamingtjeneste i % af alle 12år+ abonnement - enten betalt, gratis/prøve- abonnement eller abonnement som del af en anden tjeneste. Netflix tager med 57 % af danskerne 12 år+ den største andel af abonnementer på streaming-markedet 57 34 34 28 25 11 12 Abonnement er defineret som betalt 1 abonnement, gratis/-prøveabonnement TV 2 PLAY Viaplay Dplay Netflix HBO YouSee Telia TV C More eller adgang via en anden service/tjeneste. Broadcastertjenester Int’l SVOD Distributørtjenester Kilde: Kantar Gallup Index Danmark Helår 2020 Stikprøve: 5.052 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Markedet for tv og streamingtjenester i Danmark totalt set Der ses 3 timer og 31 minutter dagligt – 59 minutter er streamet Alle danskere på 12 år og derover så i 4. kvartal 2020 samlet Minutfordeling på streaming og tv set 211 minutters tv, film og serie-indhold dagligt. 211 200 Dette blev fordelt på 152 minutters traditionelt distribueret tv og 59 minutters streaming dagligt. 49 59 Streaming er steget fra 49 til 59 minutter dagligt i forhold til samme kvartal året før. Det er en fremgang i streamingen på 10 min. i forhold til samme periode sidste år. 151 152 Claimed forbrug giver erfaringsmæssigt et lidt højere resultat for fænomener, som er eftertragtede, men grundet fravær af passivt 4. kvartal 2019 4. kvartal 2020 målt streaming sammenstilles her passivt målt og claimed adfærd. Traditionelt distribueret TV Streaming Total Kilde: Kantar Seer-Undersøgelsen og Establishment Survey 4. kvartal 2019/2020 Stikprøve (ES): 2.555/2.562 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Markedet for tv og streamingtjenester i Danmark totalt set Streaming står for 28 % af den samlede sening Udregnet som andel af den totale sening Andel af daglige minutter blandt 12 år+ fordelt på streaming og tv i procent repræsenterer sening via 4. kvartal 2019 4. kvartal 2020 streaming-tjenester 28 % af den samlede tid brugt på tv, film og serier i 4. kvartal 2020 imod 25 % samme kvartal året før 25% 28% 76% 72% Claimed forbrug giver erfaringsmæssigt et lidt højere resultat for fænomener, som er eftertragtede, men grundet fravær af passivt målt streaming sammenstilles her passivt målt og claimed adfærd. Streamingtjeneste Traditionelt distribueret TV Streamingtjeneste Traditionelt distribueret TV Kilde: Kantar Seer-Undersøgelsen og Establishment Survey 4. kvartal 2019/2020 Stikprøve (ES): 2.777/2.562 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Daglig brug af udvalgte streamingtjenester Netflix og DRTV ses dagligt eller Daglig dækning i % af danskere 12år+ næsten dagligt af ca. 18 % af 18,8 danskerne 17,9 17,0 13,7 9,4 8,6 7,1 7,2 6,8 6,6 3,2 3,2 Netflix DRTV Viaplay TV 2 PLAY YouSee TV & Film HBO Helår 2019 Helår 2020 Kilde: Kantar Index Danmark Helår 2019 og 2020 Stikprøve 5.001/5.052 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Ugentlig dækning på største streamingtjenester De 5 største ses af mere end 15 % af danskerne ugentligt eller oftere Netflix, DRTV, Viaplay, TV 2 PLAY og Ugentlig dækning i % af danskere 12år+ HBO benyttes ugentligt eller oftere af mere end 15 % af danskerne 12år+. 46,9 42,4 41,0 Tendensen er generelt stigende og følger tendensen til mere streaming 33,7 generelt 26,3 24,6 18,4 19,5 15,9 15,7 14,2 13,6 Netflix DRTV Viaplay TV 2 PLAY HBO YouSee TV & Film Helår 2019 Helår 2020 Kilde: Kantar Index Danmark Helår 2019 og 2020 Stikprøve 5.001/5.052 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Ugentlig dækning på de mindste streamingtjenester Ugentlig dækning i % af danskere 12år+ 6,1 4,9 4,6 3,9 3,5 3,1 3,1 2,2 2,3 1,8 1,8 1,6 1,5 1,3 1,3 1,1 1,1 0,9 1,0 0,9 0,9 0,7 0,5 0,3 Dplay Google Play C More Apple TV+ Viafree Amazon Prime Stofa WebTv Eurosport Filmstriben Boxer Play Telia TV Blockbuster Paramount+ Video Player Helår 2019 Helår 2020 Kilde: Kantar Index Danmark Helår 2019 og 2020 Stikprøve 5.001/5.052 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Fokus på segmenter på streamingmarkedet Seersegmenter og streamingforbrug Streamingtjenesternes seerprofiler Ikke-seere 1% Tv only Streamingforbrug og seersegmenter 18% Kombi- seere 21% 60% Stream only Generelt streamer alle danskere på 12 år Ikke-seere og derover 59 minutter dagligt, men ser 0 minutter man udelukkende på streamere (Stream only og Kombi-seere) ses 73 minutter i gennemsnit dagligt. Tv only 0 minutter Størstedelen af danskerne, ”Kombi-seere” (de 60 % som både streamer og ser tv) streamer i gennemsnit 65 minutter dagligt. Kombi-seere ”Stream only”, de 21 % som udelukkende 65 minutter streamer, ser 94 minutter i gennemsnit Stream only dagligt. 94 minutter ”Tv only” og ”Ikke-seere”, som udelukkende ser traditionelt distribueret tv eller ikke ser overhovedet, har i sagens natur 0 minutters sening. Kilde: Establishment Survey 4. kvartal 2020 Stikprøve 2.562 Citat og eftertryk tillades kun med kildeangivelsen “Kantar Establishment” Seersegmenter og streamingforbrug Streamingforbrug og køn samt personer med tv/ikke tv i husstanden Fordelingen
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