INSIGHTS 2019 Traditional TV, online video & streaming US UK Germany Denmark Sweden Norway Finland 2 AudienceProject Insights 2019 05 Editorial 07 Traditional TV CONTENTS 21 Online video 35 Streaming 55 About the study AudienceProject Insights 2019 3 4 AudienceProject Insights 2019 Netflix increases its domination of the streaming market Netflix increases the lead on the streaming market and is now the top streaming service in (almost) all countries Netflix keeps strengthening its position as the go-to platform when people want to catch up with the latest series and movies. In all coun- tries surveyed, the number of people watching Netflix has increased since last year and it is now the number one streaming service in all EDITORIAL countries - except Finland where Yle Areena takes the lead. Besides Yle Areena, the streaming services provided by the national public service broadcasters are generally doing well. Despite a slight decrease compared to last year, BBC iPlayer in the UK, DR TV in Den- mark, SVT Play in Sweden and NRK TV in Norway are the second most used streaming services. In the US and Germany, Amazon Prime Video takes the position as the runner up. Netflix could, however, risk losing its leading position if they were to add commercials into its streaming service - as the company tested last summer. Up to two-thirds of the respondents claim that they would cancel their subscription if commercials were introduced. This clearly shows how both broadcasters and advertisers alike need to work hard to ensure that campaigns are relevant, once again highlighting the growing importance of targeting in advertising. Rune Werliin VP, Marketing & Professional Services @ AudienceProject AudienceProject Insights 2019 5 6 AudienceProject Insights 2019 TRADITIONAL TV Traditional TV is still going strong – but mostly among the older generations. The number of people watching traditional TV is going down, with a third claiming to watch less TV compared to last year. When they do, it is primarily at home in the evening and often while using a second screen device. AudienceProject Insights 2019 7 One fifth don’t watch traditional TV [ How many watch traditional TV on a weekly basis? ] US UK Germany Watch traditional TV Don’t watch traditional TV 73% 73% 83% 83% 83% 83% watch 26% watch 16% watch 16% traditional TV 1% traditional TV 1% traditional TV 1% ? Don’t know Denmark Sweden Norway Finland 72% 72% 80% 80% 82% 82% 86% 86% watch 26% watch 19% watch 17% watch 14% traditional TV 3% traditional TV 1% traditional TV 0% traditional TV 0% 8 AudienceProject Insights 2019 A quarter don’t watch traditional TV on commercial channels [ How many watch traditional TV on commercials channels on a weekly basis? ] US UK Germany Watch traditional TV on commercials channels Don’t watch traditional TV 69% 69% 78% 78% 70% 70% on commercials channels watch traditional 31% watch traditional 22% watch traditional 30% TV on commercial 1% TV on commercial 1% TV on commercial 1% channels channels channels ? Don’t know Denmark Sweden Norway Finland 63% 63% 76% 76% 77% 77% 82% 82% watch traditional 36% watch traditional 24% watch traditional 23% watch traditional 18% TV on commercial 1% TV on commercial 0% TV on commercial 0% TV on commercial 0% channels channels channels channels AudienceProject Insights 2019 9 US Older people most likely to watch traditional TV UK Germany Denmark [ How many watch traditional TV on a weekly basis? ] Sweden Norway Finland 96% 95% 95% 92% 93% 92% 89% 92% 87% 88% 89% 85% 84% 83% 81% 81% 80% 82% 76% 76% 72% 72% 72% 71% 67% 70% 69% 65% 65% 66% 64% 60% 56% 50% 39% 15-25 26-35 36-45 46-55 56+ 10 AudienceProject Insights 2019 2017 (Q2) Drop in traditional TV watching in the US and DK 2018 (Q4) [ How many watch traditional TV on a weekly basis? ] 83% US 73% 80% UK 83% N/A Germany 83% 78% Denmark 72% 79% Sweden 80% 84% Norway 82% 86% Finland 86% AudienceProject Insights 2019 11 12 AudienceProject Insights 2019 One third watch less traditional TV compared to last year [ How much traditional TV do people watch compared to last year? ] 38% 46% 15% US 43% 49% 8% UK 33% 57% 10% Germany 30% 65% 5% Denmark 31% 62% 6% Sweden 37% 58% 6% Norway 37% 56% 7% Finland Watch less traditional Watch the same amount of Watch more traditional TV compared to last year traditional TV compared to last year TV compared to last year AudienceProject Insights 2019 13 US People primarily watch TV in the evening UK Germany Denmark [ When do people watch TV? ] Sweden Norway Finland 95% 95% 96% 93% 94% 94% 88% 44% 36% 33% 31% 32% 29% 26% 25% 25% 25% 26% 22% 20% 21% 15% 15% 14% 14% 12% 13% 10% In the morning In the afternoon In the evening In the night 6 am - 12 noon 12 noon - 6 pm 6 pm - 12 midnight 12 midnight - 6 am 14 AudienceProject Insights 2019 US People primarily watch TV at home UK Germany Denmark [ Where do people watch TV? ] Sweden Norway Finland 98% 96% 97% 96% 97% 96% 97% 12% 11% 8% 6% 6% 6% 6% 7% 4% 4% 4% 5% 5% 3% 2% 2% 2% 2% 3% 3% 2% At home At work Public places On the road AudienceProject Insights 2019 15 16 AudienceProject Insights 2019 Note: The questionnaire design related to the use Second screen devices are widely used of other devices while watching TV has changed since last year. Because of this, we cannot com- pare numbers from 2017 Q2 with numbers from [ How many use other devices while watching TV on a monthly basis? ] 2018 Q4 on this matter. US UK Germany Use other devices while watching TV Don’t use other devices while watching TV 69% 69% 63% 63% use other devices 30% use other devices 36% N/A while watching TV 1% while watching TV 1% ? Don’t know Denmark Sweden Norway Finland 47% 47% 69% 69% 70% 70% use other devices 49% use other devices 30% use other devices 28% N/A while watching TV 4% while watching TV 2% while watching TV 2% AudienceProject Insights 2019 17 The mobile is the preferred second screen device [ Which devices do people use while watching TV? ] 49% US 35% UK N/A Germany Computer 37% Denmark 33% Sweden 39% Norway N/A Finland 45% 44% N/A Tablet 42% 33% 28% N/A 74% 79% N/A Mobile 78% 91% 90% N/A 5% 4% N/A Smartwatch 2% 3% 4% N/A 18 AudienceProject Insights 2019 More than half are often using second screen devices [ To what extent do people use other devices while watching TV? ] 14% 30% 56% US 18% 29% 53% UK N/A Germany 16% 21% 64% Denmark 24% 30% 46% Sweden 9% 34% 57% Norway N/A Finland Rarely use other devices Reguarly use other devices Often use other devices while watching TV while watching TV while watching TV AudienceProject Insights 2019 19 20 AudienceProject Insights 2019 ONLINE VIDEO Watching online videos is now almost as common as watching traditional TV – and even more widespread among the younger generations. Not surprisingly, the go-to platforms are YouTube and Facebook, but the major local news sites are also widely used. AudienceProject Insights 2019 21 Three quarters watch online video [ How many watch online video on a weekly basis? ] US UK Germany Watch online video Don’t watch online video 85% 85% 69% 69% 65% 65% watch 14% watch 30% watch 32% online video 1% online video 1% online video 3% ? Don’t know Denmark Sweden Norway Finland 53% 53% 64% 64% 88% 88% 77% 77% watch 43% watch 34% watch 12% watch 23% online video 4% online video 1% online video 1% online video 1% 22 AudienceProject Insights 2019 US Younger people most likely to watch online video UK Germany Denmark [ How many watch online video on a weekly basis? ] Sweden Norway Finland 98% 96% 94% 93% 91% 91% 90% 89% 88% 90% 85% 87% 83% 84% 82% 83% 79% 76% 76% 77% 73% 73% 71% 68% 65% 62% 62% 60% 56% 55% 57% 50% 50% 49% 39% 15-25 26-35 36-45 46-55 56+ AudienceProject Insights 2019 23 One third watch more online video compared to last year [ How much online video do people watch compared to last year? ] 8% 43% 49% US 16% 49% 36% UK 16% 50% 34% Germany 17% 60% 22% Denmark 13% 60% 28% Sweden 9% 61% 30% Norway 14% 62% 25% Finland Watch less online video Watch the same amount of online Watch more online video compared to last year video compared to last year compared to last year 24 AudienceProject Insights 2019 People replace traditional TV with online videos [ How many watch less traditional TV and more online video compared to last year? ] US UK Germany Watch less traditional TV compared to last year Watch more online video compared to last year 38% 21% 49% 43% 20% 36% 33% 15% 34% Watch less traditional TV and more online video compared to last year Denmark Sweden Norway Finland 30% 11% 22% 31% 16% 28% 37% 14% 30% 37% 13% 25% AudienceProject Insights 2019 25 US The mobile is the preferred device for watching online video UK Germany Denmark [ Which devices do people use to watch online video? ] Sweden Norway Finland 72 % 62 63 % % 58 55 56 % 55 % % % 52 50 % 47 48 % % % 41 40 41 % % % 36 35 % % 31 28 28 % 26 % % 25 % % 22 21 21 % % 18 % 16 % 15 15 % 14 14 13 % 12 % % % 11 % 11 9 % 8 % % 6 % % 4 4 % 3 3 3 % % % % % Computer Tablet Mobile TV Connected TV box Video game console 26 AudienceProject Insights 2019 Top online video platforms in the US [ Which platforms do Americans use to watch online video? ] YouTube 90% Facebook 60% Instagram 35% Twitter 21% Snapchat 18% CNN 17% Fox News 16% BBC 12% MSNBC 10% Vimeo 9% The New York Times 8% Twitch 8% Dailymotion 6% ..