VISION 2020 ANNEX 2 Media Consumption Trends MEDIA INTELLIGENCE SERVICE

Transcription

1 VISION 2020 ANNEX 2 Media Consumption Trends MEDIA INTELLIGENCE SERVICE 1

2 TELEVISION 2

3 DAILY VIEWING TIME ( ) PER INDIVIDUAL (HH:MM) 04:48 EUROPEAN DAILY VIEWING 04:19 03:50 03:21 03:14 03:16 03:20 03:19 03:23 03:23 03:32 03:33 03:35 03:35 03:36 03:35 03:37 03:42 03:47 03:48 03:55 02:52 02:24 01:55 01:26 00:57 00:28 00:00 Number of territories vs. 2011: Growing: Austria, Belarus, Belgium North, Bosnia & Herzegovina, Bulgaria, Cyprus, Czech Republic, Finland, France, Georgia, Greece, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Russia, Slovakia, Slovenia, Spain, Sweden, Turkey. Stable: Hungry, Switzerland (German). Declining: Armenia, Azerbaijan, Belgium South, Croatia, Denmark, Estonia, Germany, Iceland, Ireland, Macedonia, Moldova, Norway, Serbia, Switzerland (French), Switzerland (Italian), Ukraine, United Kingdom. Source: EBU based on Eurodata TV Worldwide One Television Year in the World 2013 issue Note: Weighted averages based on the size of the total individuals universes. 3

4 NO SIGN OF DECLINE IN LINEAR TV VIEWING Average daily Linear TV viewing over the past 10 years has increased by +10% to an average 03:55 hours watched per day in Europe. Highest daily viewing time in Europe is held by Romania (05:26) and Serbia (05:07). The lowest daily viewing is in Iceland (2:14). AVERAGE DAILY VIEWING TIME - EUROPE (ALL VIEWERS - IN H:MM) 03:57 03:50 03:43 03:36 03:28 03: : % +22 Minutes : Source: EBU based on Eurodata TV Worldwide includes 43 Markets YOUNG ADULTS STILL WATCH LINEAR TV AVERAGE DAILY VIEWING TIME BIG 5 (All VIEWERS AND YOUNG ADULTS - IN H:MM) 4:19 3:50 3:21 2:52 2:24 1:55 03:35 03:58 02:23 02: All Viewers Young Adults Source: EBU based on Members Data Young Adults have always watched less TV than the average TV viewer. That said, in some counties Young Adults viewing has seen a small decline. Average Daily Viewing based on the Big 5 show Young Adults viewing has remained stable over a 10 year period whereas All Viewers consumption has grown +23 minutes. 4

5 TV VIEWING FORECAST Overall television viewing to continue increasing over the years to All TV viewing time: Mins/person/day UK France Germany Italy Spain Source: IHS Electronics & Media, national audience panels 5

6 TV VIEWING FORECAST But broadcast/linear television viewing to flatten and/or decline as non-linear mechanisms take over 350 Broadcast TV viewing time: Mins/person/day UK France Germany Italy Spain Source: IHS Electronics & Media, national audience panels 6

7 TV VIEWING FORECAST Non-traditional viewing mechanisms driving much of the growth, but substantial country-variation 350 Non-traditional TV viewing time: Mins/person/day UK France Germany Italy Spain Source: IHS Electronics & Media, national audience panels 7

8 TV VIEWING FORECAST Declines in TV viewing time are starting to become noticeable in younger demographic groups 7 Daily hours of broadcast TV viewing per age group (UK) (# hours/person/day) New panel Children Source: IHS Electronics & Media based on BARB 8

9 TV VIEWING While use of online video in older age-groups is growing consistently BBC iplayer users by age-bracket (% of users) Source: IHS Electronics & Media based on BBC 9

10 LINEAR TV STILL VIEWED LIVE Live TV viewing accounts for at least 90% of all TV viewing even in the most advanced markets. LIVE, VOSDAL AND TIME SHIFTED VIEWING - ALL VIEWERS AND YOUNG ADULTS % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% All Viewers : Live (%) VOSDAL (%) Time shifted (%) Young Adults : Live (%). VOSDAL (%). Time shifted (%). 100% 99% 95% 93% 98% 99% 99% 99% 91% 86% 94% 92% 90% 87% Austria Belgium FL Denmark Germany Ireland Romania UK Source: EBU based on Members Data Ireland and the UK have the highest levels of VOSDAL* and time-shifted viewing, 9% and 10% respectively, this increases to 14% and 13% among Young Adults. *VOSDAL: Viewing On Same Day As Live 10

11 EVOLUTION OF LINEAR AND NON-LINEAR TV VIEWING (MINUTES PER PERSON PER DAY) (AVERAGE IN EU BIG 5) Linear average Non-Linear average ,5 1,0 2,2 4,1 6,8 10,2 13,6 17,5 22,0 25,5 29,1 32,5 48 Minutes per person per day * Source: IHS Electronics & Media: Cross-platform Television Viewing Time FY 2012 Note: Forecast from 2012 // * 2020 forecast by EBU 11

12 EVOLUTION OF EBU PSM AVERAGE TV MARKET SHARE EBU PSM Members 2012 average market share was level with 2011, but compared with 2005 it has experienced a decline of -19%, from 26.7% to 21.5%. AVERAGE TV MARKET SHARE EVOLUTION OF EBU PSM MEMBER ORGANIZATIONS 30,0 26,7 25,6 24,5 25,0 23,9 23,0 22,6 21,6 21,5 Market Share % 20,0 15,0 10,0 5,0 Number of EBU Organizations , TOTAL NUMBER OF MEASURED TV CHANNELS Generalist Thematic Source: EBU based on Members Data and Eurodata TV Worldwide / Relevant Partners

13 EBU MEMBER PSM TV MARKET SHARES PSM TV ORGANIZATIONS AVERAGE MARKET SHARES PSM TV ORGANIZATIONS MARKET SHARES BY COUNTRY Market share % 40,0 35,0 30,0 25,0 20,0 15,0 10,0 5,0 0,0 34,4 28,2 Average All Average Younger Audience 30,0 20, PSM TV market share based on 16 European EBU Member markets have stabilized in the last two years for both all individuals (30.0%) and younger audience (20.5%). Younger audiences have seen a more pronounced decline versus 10 years ago (-27%) than the average viewer (-13%). Source: EBU base on Member s Data from 16 countries / Younger audience: year olds All Individuals Belgium FL Belgium FR Czech Republic Denmark Estonia Finland Germany Hungary 7 Ireland Italy Netherlands Poland Slovakia 8 Spain Sweden United Kingdom Young Adults

14 RADIO 14

15 RADIO WILL STILL BE A CORE MEDIUM New devices and media platforms will reduce the time radio is used. However, radio is expected to be a core medium in AVERAGE WEEKLY TIME SPENT PER HEAD BY MEDIUM, INDIVIDUALS 4+ 60:00:00 54:00:00 48:00:00 42:00:00 36:00:00 30:00:00 24:00:00 18:00:00 12:00:00 6:00:00 0:00: TV - Linear (Live) TV - Linear (Timeshifted) TV - Connected PC/Laptop Video Mobile Video Tablet Video PC / Laptop Browsing Mobile Browsing Tablet Browsing Radio Audio Browsing Video via PC / Mobile / Tablet Video via TV Set Source: BBC 15

16 RADIO REACH STABLE IN EUROPE Radio average weekly reach over the past 10 years has seen a minor decreased on average, down -1.7 percentage points to 84.4%. Based on 15 selected European countries. There is a slightly more notable decline of average weekly radio reach among Young Adults, down -4.8 percentage points to 82.0%. ALL - RADIO REACH : WEEKLY REACH (%) - ALL RADIO 100,0 Average All Average Youth % weekly Reach 90,0 80,0 70,0 86,8 86,1 84,4 82,0 60,0 50, Source: EBU base on Member s Data from 15 countries: Belgium Czech Republic Denmark Estonia Finland France Germany Hungary Ireland Netherlands Serbia Slovakia Spain Sweden United Kingdom 16

17 TRADITIONAL RADIO LISTENING IN DECLINE... Radio average daily listening over the past 10 years has decreased on average with -5% to 03:15 per day. Based on 15 selected European countries. The decline of traditional average daily radio listening is more notable among Young Adults, down -16% (26 minutes). AVERAGE DAILY LISTENING TIME - ALL RADIO Average All Average Youth 04:48 HH:MM 03:36 03:24 03:15 02:39 02:24 02:13 01:12 00: Source: EBU base on Members data from 15 countries AS NEW MUSIC SERVICES BREAKTHROUGH Radio listening behaviour is changing, as there are many new ways to access radio and music content. From YouTube to dedicated music services such as Spotify growing rapidly in popularity. In very advanced markets such as Denmark radio listening figures are showing more notable decline among young adults. AVERAGE DAILY LISTENING TIME - ALL RADIO DENMARK HH:MM 02:24 01:55 01:26 00:57 00:28 00:00 02:11 01:24 Average All Average Youth 01:59 01: Source: EBU base on Members data 17

18 RADIO LIVES SIDE BY SIDE WITH OTHER MUSIC SUPPLIERS In Sweden, daily radio reach is higher among Spotify users. This demonstrates not only the possibility of coexistence among both platforms but potential synergies. RADIO REACH ALL RADIO, SWEDEN, SPOTIFY USERS AND NON-USERS (%) years years years years Use Spotify daily or almost daily Do not use Spotify Source: Mediebarometern 2012, Nordicom at the University of Gothenburg / Sveriges Radio 18

19 DENMARKS RISE OF ONLINE MUSIC SERVICES 77% of Danes in 2012 listened to music on public radio. Remaining the most common way of listening to music in Denmark. A third of Danes use online music services; 49% of years old and just 14% of years old. Spotify became available in Denmark in autumn It is now the most commonly used online music service, with 58% using it in WHEN AND WHERE DO YOU LISTEN TO MIUSIC? Radio listening on public radio 77% Own music at home 73% Music on YouTube 51% Music on MP3 player or mobile phone 48% Online music services 31% Radio listening via a computer or tablet 31% Music programmes on TV 24% Radio listening on a mobile phone 23% Websites that offer listening of single songs 11% None of these 1% Source: EBU based on Epinion for DR Audience Research 2012 / year olds This incredibly fast growth is due to an effective marketing campaign and the possibility to have a free version, which 81% of users prefer. USAGE OF SPOTIFY IN DEMARK % % Source: EBU based on Epinion for DR Audience Research 2012 Which music services do you use? Users of online music services / year olds 19

20 RADIO LEADERSHIP IS LESS CLEAR AMONG YOUNG ADULTS In the UK, live radio is the main way of audio listening, also among young adults. Streaming services and digital tracks are the new challengers to radio since they are becoming more important for young adults in their audio consumption. MONTHLY MINUTES OF LISTENING PER PERSON (UK) (2Q 2013) Monthly minutes of listening per person 7000 ~4.5% of listening ~1.4% of listening Streaming services 4000 Digital tracks 743 Any CDs / casettes / Vinyl Podcasts, listen again, catch- up Live Radio Source: AudioExtra/BBC All 20

21 EBU MEMBER PSM RADIO MARKET SHARES PSM RADIO ORGANIZATIONS MARKET SHARES PSM RADIO ORGANIZATIONS MARKET SHARES BY COUNTRY Market share % 50,0 40,0 30,0 20,0 10,0 0,0 Average All Average Younger Audience 37,6 38,4 24,1 24, PSM Radio market share remains stable, based on 16 EBU Member markets saw a small uplift of +2% among both all individuals and younger audiences. PSM radio shares are highest in Denmark, Sweden and the United Kingdom. Source: EBU base on Member s Data from 16 countries / Younger audience: years old. Belgium FR Belgium FL Czech Republic Denmark Estonia Finland France Germany Hungary Ireland Netherlands Serbia Slovakia Spain Sweden United Kingdom All Individuals Young Adults

22 NEW DEVICES APPEAR FOR LISTENING TO AUDIO Some 15+% of UK households owned one or more tablets at the end of 2012; this figure is expected to rise to around 80% by Tablet usage time is expected to exceed PC usage in Tablet usage will be higher than that of smartphone. MINUTES AVERAGE TIME SPENT PER USER - UK NOT ALL OF THEM ARE SUITABLE FOR RADIO Despite the availability of devices, traditional sets are still the preferred option for listeners. Smartphones and tablets play a minor role despite their availability. POPULATION RADIO REACH BY DEVICE , GERMANY 80% 70% 67.4% 66.7% 60% 50% 40% 30% 18.7% 20% 17.5% 14.5% 11.6% 9.0% 10% 5.0% 3.5% 2.7% 2.1% 0.6% Due to its visual nature, tablets are not expected to become as relevant for radio listening as smartphones, which resemble traditional portable radios. 0% Source: Digitalradio-Bericht 2012/

23 BUT HEAVY COMPETITION ALSO COMES FROM VIDEO In the UK, online video is more used than streaming services or mobile phones for listening to music. Online video is the first music source for young adults. WAYS OF LISTENING TO RADIO (2013, UK) 23

24 MOBILE PHONE USED FOR RADIO CONTENT MP3 is most listened to content on Mobile phones. FM radio on mobile phones is most listened to in Italy, level with listening to MP3. MOBILE PHONE USAGE TO LISTEN MP3 TRACKS, FM RADIO OR PODCASTS (6 MARKETS) 24

25 PSM CAN ALSO PLAY A GUIDING ROLE WITHIN THESE DEVICES In the UK, the BBC applications are the most used, replicating its leadership in broadcast media. WAYS USED TO LISTEN TO RADIO THROUGH A MOBILE DEVICE 25

26 LIVE PROGRAMMING IS STILL A DISTINCTIVE VALUE FOR RADIO Despite the rise of on demand audio, live radio is predominant. Differences are consistent between devices. SVERIGES RADIO WEEKLY REACH Live: Computer 12% Tablet 4% (%) On demand: Computer 5% Tablet 2% Listen to live radio on mobile via FM, weekly or more often Listen to live radio on mobile via internet, weekly or more often Listen to radio on demand on mobile, weekly or more often Listen to audio downloads/podcasts, weekly or more often Source: Mediebarometern 2012, Nordicom at the University of Gothenburg / SverIges Radio 26

27 ONLINE 27

28 ONLINE ENGAGEMENT The Netherlands, the UK and Turkey are the countries where media users spend most time online, with over 30 hours in a month. Countries where users spend the least time online are in Austria, Ireland, Italy and Switzerland, all with under 20 hours a month. AVERAGE TIME SPEND ONLINE PER USER (HOURS) > 30 hours hours < 20 hours No Data Source: EBU based on Comscore Media Metrix, Dec

29 IN EUROPE 65% OF THE POPULATION GO ONLINE 89% (85.5 million) European years old go online making them the most digital age group year olds spend on average 19.2 hours a week online; 30% more than the average European internet user. PERCENTAGE OF POPULATION GOING ONLINE BY AGE GROUP 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 89% 84% 78% 66% 36% Average: 65% 62% of years old go online while they watch TV (EU average 48%). Source: EBU based on Mediascope Europe data 29

30 EU28 - % OF POPULATION USING THE INTERNET DAILY The proportion of people using the internet daily in Europe has grown considerably over the past 5 years, with almost 60% going online everyday. The proportion of young adults in Europe going online daily is even higher at over 80%. DAILY USE OF THE INTERNET BY AGE GROUP (EU28) All Individuals year olds % of Population Source: EBU based on Eurostat data

31 THE INTERNET IS USED TO COMMUNICATE EU 28 INTERNET USAGE 2012 % OF POPULATION % POINT GROWTH 2009 / 2012 All Individuals year olds All Individuals year olds sending/receiving s sending/receiving s 4 8 playing/downloading playing/downloading finding information finding information 9 9 reading/downloading online news reading/downloading online news telephoning or video calls telephoning or video calls 9 11 web radios and/or web TV web radios and/or web TV 9 11 uploading self-created content uploading self-created content 5 7 posting messages posting messages Source: EBU based on Eurostat data 2009 /

32 SOCIAL NETWORKING Iceland and The Netherlands are the countries where social networks are used most, both with a penetration reaching 65% of the population. Compared with 2009, only Germany saw a decrease in % OF POPULATION USING SOCIAL NETWORKS 2012 % POINT CHANGE 2009 / 2012 Austria Bulgaria Croatia Cyprus Estonia Finland France Germany Greece Iceland Ireland Italy Latvia Lithuania Luxembourg Malta Netherlands Norway Poland Portugal Romania Slovakia Slovenia Spain Sweden United Kingdom Austria Bulgaria Croatia Cyprus Estonia Finland France Germany Greece Iceland Ireland Italy Latvia Lithuania Luxembourg Malta Netherlands Norway Poland Portugal Romania Slovakia Slovenia Spain Sweden United Kingdom Source: EBU based on Eurostat data 2009 /

33 USE OF SOCIAL MEDIA BY DIGITAL NATIVES 2012 Sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, United Kingdom and Ukraine. 33

34 CROSS MEDIA 34

35 A MULTI-SCREEN SOCIETY 2012 Sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, United Kingdom and Ukraine. 35

36 EUROPEANS TIME SPENT PER MEDIA 2012 Sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, United Kingdom and Ukraine. 36

37 CROSS MEDIA CONSUMPTION In Hungary total daily media consumption accounts for more than 6 hours. TV is the most consumed medium. This is also true among young people. Young people spend less time than average on radio and more on online TOTAL DAILY CROSS MEDIA CONSUMPTION - HUNGARY HH:MM 07:12 06:00 04:48 03:36 02:24 01:12 00:00 06:10 06:06 00:41 00:33 01:11 01:32 01:52 01:13 02:46 02:28 Total Population Young Adults Newspapers & magazines Online Radio TV TOTAL DAILY CROSS MEDIA CONSUMPTION - DENMARK HH:MM 09:36 08:24 07:12 06:00 04:48 03:36 02:24 01:12 00:00 06:41 00:47 00:36 08:10 01:52 00:17 01:44 02:55 01:22 00:44 02:12 02:22 Total Population Young Adults Mobile Phone Newspapers & magazines Online Radio Source: EBU based on Members Data / Index Danmark/Gallup HH 2012 TV Source: EBU based on Members Data / Millward Brown/TGI/2012 NB: Mobile phone not included in data analysis In Denmark total daily media consumption is over 6 hours on average and over 8 hours among young adults. Young adults spend more time online than on any other type of media. 37

38 UK - TV REMAINS MOST FREQUENTLY USED MEDIA FREQUENCY OF MEDIA USE (UK) 38

39 UK MOBILE PHONE IS MOST COMMON IN FRONT OF THE TV ACTIVITY SIMULTANEITY: Frequency of using other media whilst watching TV on a TV set 39

40 MEDIA PENETRATION AMONG 16-24S 2012 Sample: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, United Kingdom and Ukraine. 40

41 This report has been produced by the Media Intelligence Service (MIS) at the European Broadcasting Union. For additional information or questions, please contact us at / or visit our Media Intelligence Portal Update: February 2014 CONFIDENTIALITY: The information contained in this document is confidential and only for EBU Members internal use. In the case of non EBU Members, the same and/or specific conditions apply. Public communication oral, printed or electronic is strictly forbidden without previous authorisation by EBU-MIS. In addition, please avoid any unnecessary redistribution of this information within your company. If you have any doubt about how to use these data, please contact the Media Intelligence Service at EBU DISCLAIMER: Please note that the EBU / MIS is not liable for any error or inaccuracies of data provided by third parties. 41