WEB TVANNUAL REPORT 2012 SWEDEN v Author & Design MMS - Mediamätning i Skandinavien Tigran Zakarian Drottningg 108, S-113 60 Stockholm +46 (0)8 736 10 00 Translation [email protected] Myriam Bawoua Marie Hallinan v Summary Period Participating parties 2012 SVT Weeks 1-52 MTG TV 2/1-30/12 TV4 SBS TV 615 597 112 Started streams 91 782 307 Hours spent 93 354 211 Published programmes and clips Notes - Historic data is presented from as far available. Since MMS has not been measuring Web TV for two full calendar years, the measurements from 2011 are not sufficient for comparison. - Between weeks 42 and 48 the measurement code for MTG TV was revised due to overall compli- cations in the user experience, meaning that measurement data from this period is incomplete. PREFACE The media landscape is constantly changing, and right now driving its development is Internet and Moving Picture content. As a result of this, we can look back at a truly amazing year for web-TV viewing. In 2012, a long series of records for TV-viewing via Internet were set. Almost 616 million streams were started and almost 92 million hours were spent on web TV during the year. The programme with the greatest web audience over the course of the year was the traditional Christmas Eve episode of “Julkalendern”, which was shown on SVT Play. “Julkalendern” attracted an audience of just under 468 000 during an eight day period. The record in terms of number of streams started was set by SVT and Sveriges Radio for the programme “Musikhjälpen”, which generated over 729 000 started streams in the week it aired. Earlier in the autumn, the season première of “Solsidan” on TV4 broke viewing records with an online audience of over 204,000, which clearly shows that television programmes with large television audience numbers can also generate large viewing figures on the Web. For MTG TV, the ninth episode of “Svenska Hollywoodfruar” generated more than 314 000 hits with a further online audience of nearly 77 000. SBS TV’s greatest success of the year was the third episode of the documentary “Fråga Olle”, which peaked with nearly 186 000 starts plus an online audience of just below 135 000. Patterns linked to both content and availability has emerged strongly in the web-viewing category during the past year. Traditional TV viewing has been shown to catalyze web TV viewing with the attractiveness of the programme increasing the number of viewers on both platforms. Both “Solsidan” and “Julkalendern” are prime examples of this. We have also noticed that internet only Web TV content can also reach a large audience without the support of traditional TV. For the consumer, it is rarely a question of choosing either web-TV or traditional TV as the vast majority choose both. Their choice is influenced by when they can watch the content, the type of content available and by the availability of content on specific viewing platforms. Therefore the synergy between web-TV and traditional TV is obvious. It is certain that the viewer will have a greater opportunity to choose what, where, when and how they decide to view their TV media in the future. However, there is nothing to suggest that “TV Guide” TV is heading towards the grave, with all indications pointing towards a mutually beneficial co-existence with a more user defined TV viewing experience. Finally we would just like to note that despite a breakthrough in the last year, web TV is still in its infancy and research suggests the TV viewing on mobile or tablet devices will increase sharply in the coming years. It is also predicted that total television viewing, regardless of platform will continue to increase. However one thing that will stay constant is that MMS will be there to measure the consumption, regardless of the medium. Happy reading! Magnus Anshelm, CEO Contents Total level 6 Title level 19 About MMS 28 Material from this report may be published, providing MMS is clearly stated as the source Total Level This report is divided into two parts, total level and title level. Total level shows a macro perspec- tive with help of the measurements of started streams and time spent. All web TV consumption derived from players that are a part of the MMS online currency is included in the total figures, with the exception of advertisements. Everything is accumulated to the total level regardless of- whether we spent two hours or 2 seconds viewing a programme or clip. The other part of the report, title level, has a micro perspective and focuses on individual programmes and clips, mea Starts suring25 000 000 started streams and web audiences. 20 000 000 15 000 000 10 000 000 5 000 000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2013 2012 2011 615 597 112 streams were started last year, which averages out at 11 838 406 starts per week. According to the graph for started streams, there are three distinct peaks during the year: Between February and March, the first half of August and the middle of December. The summer period is usually a low season for both TV and web-TV viewing, but large events such as the London Olympic games 2012 attracted a large amount of theviewers, year. showing clear results when measured. Just as with the previous year, there is a positive viewing trend up until the 50th week with a downturn during the last 2 weeks of Week 8 was the year’s highest recorded week with 20 900 000 started streams. The 6 lowest week during the year was week 27, with 5 300 000 started streams. Starts 25 000 000 20 000 000 15 000 000 10 000 000 5 000 000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec Vecka SVT TOT ST MTG TV TOT ST TV4 TOT ST SBS TV TOT ST TOT ST operator, as well as the total measured in started streams. The graph above shows figures from the past year for each individual 7 Time Spent 6 000 000 5 000 000 4 000 000 3 000 000 2 000 000 1 000 000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2013 2012 2011 91 782 307 hours of web TV were consumed in 2012, giving an average of 1 765 044 hours per week. Aside from the period of time during the Olympic Games, consumption was lowest during the summer and highest during the winter. The year’s most dramatic increase occurred during week 5 when consumption beat all previous weekly records with 5 642 971 hours spent. Time Spent 6 000 000 5 000 000 4 000 000 3 000 000 2 000 000 1 000 000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec Vecka SVT TOT H MTG TOT H TV4 TOT H SBS TV TOT H TOT H 8 SVT Starts SVT Starts 18 000 000 16 000 000 14 000 000 12 000 000 10 000 000 8 000 000 6 000 000 4 000 000 2 000 000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011 SVT’s web TV initially shows a declining trend in started streams from relatively high levels. The summer period registered lower levels compared to previous year, with the exception of the duration of the Olympic Games, resultingof the year. in high levels of streams started during weeks 31 and 32. During week 50 both, “Julkalendern” and “Musikhjälpen” achieved the highest figures In all 384 278 559 streams were started on SVT during the course of the year. That is an average of 7 389 972 a week. 9 SVT H SVT Time spent 5 000 000 4 500 000 4 000 000 3 500 000 3 000 000 2 500 000 2 000 000 1 500 000 1 000 000 500 000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011 The graph for hours spent does not fluctuate like the graph for streams started. The previous year’s figures show higher levels from June to October, with the exception of during week 31. There is a dramatic increase in the 50th week, with “Musikhjälpen” making a large contribution. Out of a total 4 876 802 hours spent during week 50, 2 900 000 of those hours can be attributed to “Musikhjälpen”. A total of 42 155 954 hours were spent viewing SVT Play during the year, giving an average consumption of 810 691 hours a week.