1,HowStreamingServices&,GamingIs DisruptingTraditionalMediaConsumptionHabits,Report 2017,303,512Hispanics,1,261Total2,BaseSizesHispanics,261Non-HispanicWhites,262African-Americans,226Asian-Americans,Regional Coverage NationalScreening Criteria 18-64 years of age,Survey Method Online via ThinkNow ResearchsOmnibus StudyField Timing March, 2017,Methodology,What is it?,xx is a nationwide surveythat looks at Americans media habits andattitudes. The study looks at Americans asa whole and by key race/ethnic segments.,Who We Are,An authority on creatingand managing researchproducts that help clientsgather insights aboutrapidly changing consumersegments.,Conduct online, behavorial,in-person and telephone,research.3,Research experiencespecifically in the Hispanic,African American, Asian andTotal markets.Experience in hard-to reach,demographic sub-groups.,Only full-service marketresearch company thatowns & operates an in-house Hispanic panel.Servicing Fortune 500,clients, ad agencies, non-profits and other marketresearch companies.,4,Our ServicesQUANTITATIVE,QUALITATIVEMIXED MODE,infothinknowresearch818-843-0220,ONLINE MARKETRESEARCH,COMMUNITIES,CONCEPT ANDCOPY TESTING,ADVERTISINGEFFECTIVENESS,BEHAVIORIALTRACKING,ATTITUDES &USAGE,BRANDTRACKING,WEBSITEUSABILITYSTUDIESPRODUCTTESTING,OMNIBUSSURVEYSONLINE &OFFLINEQUALITATIVE,thinknowresearchINTERCEPTSPHONEONLINEPANEL,5,Research Results,6,28%,19%,26%,16%,30%,24% 24% 24%,20%,9% 10% 8%,41%38% 38% 38%,27%,18%,32%,26% 26%,16%,12% 13%,Digital Cable (more channels than,Cable TV),Satellite TV,Cable TV (non-digital),Fiber Optic TV (Verizon FiOS,AT&T U-verse),Broadcast (antenna) only,Digital cable is the most popular type of TV service, followed by satellite.Type of TV Service Received at Home,Total Market,Hispanics,Whites,African American,Asians,17%,Q13. What type of TV service do you receive in your home?Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226), indicates statistically significant difference vs. total market at the 95% confidence level,7,45%,22%,8%10%,2%5%3%,Live/when the show airs on network TVNetflixYouTubeRecorded via a DVRDVD (Rented or purchased)Amazon PrimeHulu,Q. How do you watch TV programming most often?,Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level,Fewer than half of Americans say their primary way of watching programming islive network TVAfrican-Americans are the most likely to watch TV this way while Asians are the least likely. Asians also over-index on YouTube.How Watch TV Most Often,Hispanics,Whites,African- Asian-Americans Americans,44%24%11%8%2%3%6%,45%22%6%11%2%6%2%,54%17%9%10%2%2%1%,38%19%19%8%2%5%5%,Total Market,8,Hispanics,Whites,African- Asian-Americans Americans,64%61%56%31%29%26%25%11%10%7%4%,69%59%47%42%38%33%29%13%12%9%8%,73%55%50%37%32%28%25%11%8%7%5%,55%49%59%24%19%33%20%12%7%5%3%,68%,58%,50%,38%34%31%27%,12%11%8%6%,Live/when the show airs on network TVNetflixYouTubeRecorded via a DVRDVD (Rented or purchased)Amazon PrimeHuluRokuApple TVGoogle TVSlingTV,Q. What are the all ways that you watch TV programming?Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226), indicates statistically significant difference vs. total market at the 95% confidence level,Streaming services like Netflix and YouTube are becoming just as popularas live TVNetflix is especially popular among Hispanics. YouTube takes the advantage among Asian AmericansAll Methods of Watching TV Programs,Total Market,9,Q. How do you watch TV programming most often?Total Market (n=1,261), Males (n=609), Females (n=652), 18-34 age (n=568), 35-54 age (n=501), 55-64 age (n=192),Letters indicates statistically significant difference at the 95% confidence level,The popularity of TV streaming services is driven mostly by MillennialsOlder viewers are more likely to watch live TV programsAll Methods of Watching TV Programs:Total Market by Age,18-34(C),35-54(D),55-64(E),Live/when the show airs on network TVNetflixYouTubeAmazon PrimeHuluApple TVGoogle TVSlingTVRoku,51%77%DE70%DE38%E36%E17%DE12%E9%E12%,75%C54%E45%E30%E27%E10%E8%5%11%,84%C32%22%19%12%4%4%3%15%,10,56%,68%,60%,73%,56%,66%,61%,76%,61%,Watched an entire season in one weekend,Watched an entire season over the span of one week,Total Market,Hispanics,Whites,African American,Asians,Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level,Q. Have you ever watched an entire season of one of your shows. In one weekend or over the span of one week?,Most adults say they have binge-watched at some pointHispanics and African-Americans are most likely to binge watch; Asian-Americans are the least likely to.Have Watched Entire Season Over a Weekend/Week,43%,11,Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level,3.7,3.8,3.6,3.9,3.5,Total Market,Hispanics,Whites,African American,Asians,MeanQ. Ideally, about how many episodes of your favorite show would you prefer to see in one viewing,Binge viewers prefer to watch an average of nearly 4 back-to-back programsThis is fairly consistent across the segments.Average Number of Shows Would Prefer to Watch,12,Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level,Exclusively/Mostly Online/Streaming ,By 2020, nearly 1/3 of consumers will be streaming most or all of their TV showsAfricanAmericans, however, are adopting at a slower rate than other segmentsHow Likely to Watch TV in Near Future,22%,21%,22%,22%,19%,26%,28%,24%,30%,27%,25%,26%,24%,20%,32%,32%8%,33%8%,33%9%,24%3%,39%8%,20%Total Market,17%Hispanics,21%Whites,24%African,AmericansQ. Thinking about the near future (2-3) years from now, how do you see yourself watching TV programming?,Exclusively online/streaming,Mostly online/streaming,Equally,Mostly on cable/satellite,Exclusively on cable/satellite,14%Asian Americans,13,32%,26%,27%,27%,Total,Males (A),Females (B),18-34 (C),35-54 (D),55+-64 (E),Younger viewers are the most likely group to stream exclusively in the futureMore females see themselves streaming mostly/exclusively compared to males.Will Be Streaming TV Programs Mostly/Exclusively in Near FutureTotal Market by Gender and Age42% DE39% A,Exclusively/MostlyOnline/Streaming ,Q. Thinking about the near future (2-3) years from now, how do you see yourself watching TV programming?Total Market: Males (n=609), Females (n=652), 18-34 age (n=568), 35-54 age (n=501), 55-64 age (n=192),Letters indicates statistically significant difference at the 95% confidence level,14,62%,38%,18%16%,I am used to it/No need to changeMore variety of programming thanonlineSports programming not availableonlineSpanish-language programming,74%66%,51%,39%37%,7%,Less expensive than cable/satelliteI can watch programs on my ownscheduleI can watch back-to-back episodes ofthe same programIt's the future of TVCertain shows I like are only availableonlineI prefer it for my children,Prefer Cable/Satellite,Prefer Online/Streaming,Q. What are the all reasons why you see yourself watching mostly or only cable/satellite versus online streaming?Among those who said cable/satellite (n=509), Among those who said online/streaming (n=408), indicates statistically significant difference vs. total market at the 95% confidence level,Lower cost and ability to watch programs on your own schedule are the primaryreasons for switching to streamingFor those who prefer cable/satellite, its mostly about comfort.Preferences,15,15%,16%,14%,16%,48%,50%,48%,50%,40%,15%2%12%8%Total Market,15%2%12%8%Whites,15%2%15%8%Asians,Several times a day,About once a dayA few times a week20%,About once a week,I rarely do thisNever,S,14% S4%10%7%African Amercian,Q. How often do you use/view more than one device at a time?Total Market (n=1261), Hispanics (n=512), Whites (n=261), African American (n=262), Asians (n=226), indicates statistically significant difference vs. total market at the 95% confidence level,15%4%10%5% Hispanics,63%,66%,63%,66%,60%,Daily or more,The use of multiple devices at one time is quite commonThis is consistent across segmentsFrequency of Using Multiple Devices at a Time,16,Hispanics,Whites,African- Asian-AmericansAmericans,46%38%40%20%23%21%17%11%23%,46%42%40%28%19%18%18%11%25%,48%42%41%22%22%17%14%10%20%,36%39%28%15%22%18%13%6%31%,46%,41%39%,20%19%17%,10%,25%24%,Q. Which of the following video-game related activities have you done in the past 12 months?,Total Market (n=1,261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level,Nearly half have played a video game on their mobile deviceIn general,Asian-Americans are the least prone to play video games.,Video Game Related ActivitiesTotal Market,Played a video game on a mobile device such asa cellphone or tabletPlayed a video game on a laptop or desktopcomputerPlayed a video game on a console video gamingsystem (e.g., PlayStation, X-Box, Wii, etc.)Used a gaming console to stream other forms ofentertainment such as movies or TV programsWatch others play online games liveWatch recorded videos of others playing videogamesPlayed a video game in an arcadeAttend live events to watch others play videogamesNone of the above,17,Males(A)42%42%41%25%24%24%B22%B15%B22%,Females(B)50%40%37%25%16%13%13%6%27%,18-34(C)56%E48%E59%DE41%DE32%DE32%DE26%DE19%DE8%,35-44(D)46%E39%35%E20%E16%E14%E15%E8%E24%,55-64(E)24%33%13%7%8%3%5%1%55%CD,Total Market by Gender & AgePlayed a video game on a mobile device such as a cellphone or tabletPlayed a video game on a laptop or desktop computerPlayed a video game on a console video gaming system (e.g., PlayStation, X-Box, Wii, etc.)Used a gaming console to stream other forms of entertainment such as moviesor TV programsWatch others play online games liveWatch recorded videos of others playing video gamesPlayed a video game in an arcadeAttend live events to watch others play video gamesNone of the above,Q. Which of the following video-game related activities have you done in the past 12 months?,Directionally more females reported playing video gameson a mobile device compared to malesGamers tend to be in the 18-34 age group.Video Game Related Activities,Total Market: Males (n=609), Females (n=652), 18-34 age (n=568), 35-54 age (n=501), 55-64 age (n=192)Letters indicates statistically significant difference at the 95% confidence level,18,Demographics,19,Sample Profile,20,Sample Profile,