INSIGHTS 2020 Traditional TV and streaming US UK Germany Denmark Sweden Norway Finland 2 AudienceProject Insights 2020 05 Editorial 07 Traditional TV CONTENTS 17 Streaming 35 About the study AudienceProject Insights 2020 3 4 AudienceProject Insights 2020 Streaming accelerates dramatically during lockdown Traditional TV under pressure with streaming consumption skyrocketing Welcome to the 4th edition of our annual TV and streaming study. It would be redundant to editorialise on what a strange year this has been, so let’s stick to the data. And the data from this year’s study cer- tainly implies that the ongoing Covid crisis is heavily influencing TV and streaming consumption patterns in 2020 - and probably beyond. In all covered markets (except Finland), the reported weekly traditional EDITORIAL TV viewing continues to drop (though the rate of viewing decline slows down compared to previous YoY indications). And for streaming, the jump in reported consumer attention compared to 2019 is enormous. Now, in some cases, streaming does come with ads, so it is not all bad news for the TV advertising market, even though we see our panel reporting in solid numbers, that they are streaming at the expense of traditional TV. So, for traditional TV providers who have built up strong streamed offerings, there is some positivity here too. The study also looks at attitudes towards YouTube, how consumers are highly impressed by Disney+, which streaming services are the most popular and much more. We hope you enjoy it and find insights within that will help as we enter the hopefully smoother sailing of 2021. Martyn Bentley Commercial Director, UK @ AudienceProject AudienceProject Insights 2020 5 6 AudienceProject Insights 2020 TRADITIONAL TV Traditional TV is undoubtedly under pressure, but the decline has slowed in several markets this year. Reported ad irrelevance, overexposure and intent to stream more, are not going to give the format an easy ride next year. AudienceProject Insights 2020 7 2017 Traditional TV viewing declines in all countries but Finland 2018 2019 [ How many watch traditional TV on a weekly basis? ] 2020 86 86 83 83 83 84 % % 84 % 82 81 % % 80 % 80 79 % 80 79 79 80 % % % % 78 % % % % % % 76 75 73 72 73 % % 72 % % % 70 % 68 67 % % % 59 % - US UK Germany Denmark Sweden Norway Finland 8 AudienceProject Insights 2020 2018 Two-thirds watch TV on commercial channels 2019 2020 [ How many watch traditional TV on commercial TV channels on a weekly basis? ] 69% US 64% 55% 78% UK 73% 73% 70% Germany 69% 65% 63% Denmark 64% 60% 76% Sweden 69% 65% 77% Norway 70% 68% 82% Finland 76% 80% AudienceProject Insights 2020 9 Most people prefer watching the news when watching traditional TV [ How many prefer watching different types of content when watching traditional TV? ] News Documentaries Series Movies SportsGame shows Reality Talk shows Other US 59% 46% 57% 51% 38% 29% 20% 14% 11% UK 58% 68% 62% 47% 34% 34% 24% 15% 10% Germany 72% 60% 48% 65% 31% 22% 10% 17% 8% Denmark 82% 66% 48% 63% 40% 9% 11% 10% 6% Sweden 70% 58% 47% 43% 42% 15% 15% 16% 6% Norway 74% 55% 54% 46% 41% 16% 31% 21% 10% Finland 65% 59% 63% 55% 36% 29% 23% 29% 4% 10 AudienceProject Insights 2020 The majority of people have watched more news after the COVID-19 pandemic [ How many have watched more of different types of content after the COVID-19 pandemic when watching traditional TV? ] News Series Movies Documentaries Reality Game shows Talk shows Sports Other US 55% 50% 49% 33% 24% 28% 19% 20% 11% UK 61% 50% 42% 42% 17% 22% 12% 12% 8% Germany 63% 35% 33% 43% 11% 14% 12% 8% 6% Denmark 62% 39% 44% 32% 17% 10% 8% 22% 2% Sweden 63% 40% 43% 36% 16% 10% 17% 12% 5% Norway 64% 35% 22% 22% 20% 3% 8% 7% 3% Finland 61% 63% 46% 38% 22% 18% 25% 11% 3% AudienceProject Insights 2020 11 9 out of 10 feel that they see the same TV advertisements too many times [ How many feel that they see the same advertisements too many times when watching traditional TV? ] 53% 40% 5% 2% US 37% 49% 10% 4% UK 41% 34% 16% 10% Germany 58% 30% 5% 7% Denmark 64% 27% 6% 2% Sweden 62% 28% 4% 7% Norway 52% 38% 7% 3% Finland Yes, to a high degree Yes, to some degree No ? Don’t know 12 AudienceProject Insights 2020 Two-thirds feel that TV advertisements are irrelevant to them [ How many feel that the advertisements they see when watching traditional TV are relevant to them? ] 3% 30% 64% 3% US 2% 40% 56% 3% UK 3% 21% 72% 4% Germany 1% 19% 75% 6% Denmark 2% 26% 67% 5% Sweden 2% 28% 63% 7% Norway 1% 24% 68% 7% Finland Yes, to a high degree Yes, to some degree No ? Don’t know AudienceProject Insights 2020 13 Only half of people see themselves watching traditional TV in 5 years [ How many see themselves watching traditional TV in 5 years? ] US UK Germany Yes 34% 34% 58% 58% 52% 52% see themselves 42% see themselves 22% see themselves 30% No watching traditional 24% watching traditional 21% watching traditional 19% TV in 5 years TV in 5 years TV in 5 years Don’t know Denmark Sweden Norway Finland 47% 47% 50% 50% 49% 49% 64% 64% see themselves 34% see themselves 26% see themselves 28% see themselves 16% watching traditional 19% watching traditional 24% watching traditional 23% watching traditional 20% TV in 5 years TV in 5 years TV in 5 years TV in 5 years 14 AudienceProject Insights 2020 More than two-thirds of people use a second screen while watching TV [ How many use other devices while watching TV on a monthly basis? ] US UK Germany Yes 71% 71% 70% 70% 64% 64% use other devices 28% use other devices 29% use other devices 35% No while watching TV 1% while watching TV 0% while watching TV 1% Don’t know Denmark Sweden Norway Finland 59% 59% 79% 79% 80% 80% 75% 75% use other devices 36% use other devices 20% use other devices 20% use other devices 23% while watching TV 5% while watching TV 1% while watching TV 1% while watching TV 2% AudienceProject Insights 2020 15 16 AudienceProject Insights 2020 STREAMING There are some seismic shifts in the streaming section. We see that streaming is here to stay with increasing indications that it is at the expense of traditional TV. And which streaming services are the top choice in each market? Read on! AudienceProject Insights 2020 17 2018 Streaming increases in all countries but Finland 2019 2020 [ How many stream or download TV, series or movies on a weekly basis? ] 60% US 63% 80% 49% UK 57% 77% 34% Germany 43% 56% 40% Denmark 53% 61% 49% Sweden 55% 69% 58% Norway 59% 74% 51% Finland 55% 52% 18 AudienceProject Insights 2020 Streaming is more widespread than watching traditional TV among 15-45-year-olds [ How many between 15-45 watch traditional TV and stream or download TV, series or movies on a weekly basis? ] 86% 81% 81% 82% 77% 78% 77% 70% 66% 67% 60% 58% 49% 48% Watch traditional TV Stream or download TV, series or movies US UK Germany Denmark Sweden Norway Finland AudienceProject Insights 2020 19 Please note: The total percentages of how many People replace traditional TV with streaming are watching more and less traditional TV and stream or download more or less TV, series or movies don’t add up to 100% as the percentages of how many who don’t know if they are watching [ How many watch less traditional TV and stream or download more TV, series or movies compared to last year? ] more or less traditional TV and stream or down- load more or less TV, series or movies are not included in this graph. US UK Germany Watch more traditional TV 26% 27% 21% Don’t less traditional TV Watch less traditional TV and stream or download more TV, series or movies 15% 42% 55% 8% 18% 36% 58% 6% 12% 32% 37% 13% Stream or download more TV, series or movies Stream or download less TV, series or movies Denmark Sweden Norway Finland 14% 21% 20% 9% 8% 27% 33% 11% 11% 33% 45% 7% 12% 34% 40% 10% 14% 26% 27% 12% 20 AudienceProject Insights 2020 Please note: The total percentages of how many 1 out of 5 are pure streamers are and are not watching traditional TV and stream or download TV, series or movies don’t add up to 100% as the percentages of how many who don’t know if they are watching traditional TV and [ How many don’t watch traditional TV but stream or download TV, series or movies? ] stream or download TV, series or movies are not included in this graph. US UK Germany Watch traditional TV 32% 17% 15% Don’t watch traditional TV Don’t watch traditional TV but stream or download TV, series or movies 59% 40% 80% 20% 79% 20% 77% 23% 79% 20% 56% 43% Stream or download TV, series or movies Don’t stream or download TV, series or movies Denmark Sweden Norway Finland 27% 24% 22% 9% 67% 33% 61% 38% 70% 29% 69% 30% 72% 26% 74% 25% 84% 15% 52% 48% AudienceProject Insights 2020 21 US The TV is the go-to device when streaming UK Germany Denmark [ How many use different devices when streaming or downloading TV, series or movies? ] Sweden Norway Finland 64 % 59 58 57 % 56 56 % % % % 52 % 47 48 47 % % 45 % 43 43 42 % 43 41 % % % % 40 39 % % 37 37 37 36 37 % % % % % 34 33 33 % 34 % 32 % 31 % % % 28 28 % 26 25 % % 26 % 24 % % % 15 12 % 12 13 % % 10 % % 6 5 % % ComputerTablet Mobile TV Connected TV Video game console 22 AudienceProject Insights 2020 2018 Disney+ is the third most used subscription-based streaming service in the US 2019 2020 [ How many Americans use different streaming and downloading services to watch TV, series or movies? ] 81 79 80 % Prefer the streaming service % % 68 % Subscribe to the streaming service 60 59 % 55 % 53 % % Note: The figures represent how many of the ones who 48 have used a streaming or downloading service to watch % 44 44 TV, series or movies within the last week that use, prefer 42 % 40 % and subscribe to the different services.