1、Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT Q2 2018 THE EVOLVING OVER-THE-AIR HOME 2Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 INTRODUCTION Do you remember your first TV? If it had

2、rabbit ears, a channel dial, access to only a handful of stations, and no remote, youre among millions of viewers. Even if you didnt have a broadcast only, or what we now call over-the-air (OTA) TV set growing up, you might now. As of May 2018, more than 14% of all TV householdsor 16 million homesha

3、ve OTA status, and that number is on the rise. As consumers look for more on-demand and cost-effective options, there has been a resurgence in this type of television household. However, to really grasp this trend it is important to understand what OTA homes actually look likewhos in them, and how t

4、hey engage with media. What weve found is that two prominent OTA segments co-exist, each with very different profiles and media habits. One type of OTA home has at least one subscription video on-demand (SVOD) service, while the other has no SVOD service. When we refer to SVOD, we mean pay services,

5、 such as Netflix, Hulu (not Hulu Live), and Amazon Prime Video. The “No SVOD” homes tend to be older, more diverse and have a smaller median income, compared to the “Plus SVOD” segment, which skews younger, more affluent and more device-connected. We see different media behavior with Plus SVOD homes

6、 consuming less traditional media and spending more time on personal devices. In an average day, the No SVOD homes have more viewing to broadcast stations, at almost five hours, than all of the TV usage combined in Plus SVOD homes. While we see some very distinct differences in the two larger segmen

7、ts of OTA homes, a third segment, which is a part of the Plus SVOD group, has emerged. These homes have access to a virtual provider, or vMVPD, which includes services such as Sling TV, DirecTV Now, Sony PlayStation Vue, YouTube TV, and others. As of May 2018, there were 1.3 million of these homes.

8、Sharing a similar profile to the Plus SVOD group as a whole, these consumers have a higher median income and access to more devices. They also have access to individual cable networks and spend an almost equal amount of time watching broadcast and cable sources. What the data tells us is that todays

9、 OTA landscape is no longer characterized by our grandfathers rabbit ears. For a re-education of the evolving OTA home, read on. JUSTIN LAPORTE VP, LOCAL INSIGHTS JUSTIN 3Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 THE EVOLVING OVER-THE

10、-AIR HOME A shift is underway in the TV universe, with more homes swapping traditional pay-TV cable and satellite service for additional options. According to Nielsens TV panel, one in every seven homes are now considered “over-the-air”up 48% from eight years ago. No longer restricted to terrestrial

11、 signals and rabbit ears, over-the-air homes are now able to access cable and subscription VOD content via digital devices, such as smart TVs, tablets and smartphones. This edition of The Nielsen Local Watch Report examines how technology is redefining “over-the- air” as weve known it, giving way to

12、 a dynamic, diverse segment that is shaking up the TV ecosystem. 4Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 MAY 2011MAY 2010MAY 2012MAY 2013MAY 2014MAY 2015MAY 2016MAY 2017MAY 2018 A GROWING TREND The number of OTA homes is growing, w

13、ith more pronounced growth in recent years. The percent of homes without traditional cable (wired or satellite) that receive local broadcast stations on a TV set via some form of digital antenna has increased 48% over the past eight years, totaling 16 million homes as of May 2018. PERCENT OF OVER-TH

14、E-AIR TV HOMES MONTHLY TREND, MAY 2010 MAY 2018 Q2 2010Q2 2014Q2 2018 11M12M16M 9% MAY 2010 14% MAY 2018 Source: NPOWER. Based on scaled install counts. Over-the-air homes = Any TV home without wired or satellite cable. Includes homes with and without access to subscription video on demand (SVOD) or

15、 virtual MVPD providers. 5Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 A TALE OF TWO HOUSEHOLDS NOT ALL OVER-THE-AIR HOMES ARE ALIKE NO SVOD OVER-THE-AIR WITHOUT SVOD SERVICE 6.6 MILLION HOMES PLUS SVOD OVER-THE-AIR WITH SVOD SERVICE 9.4

16、 MILLION HOMES Representing 6% of total U.S. homes, these consumers tend to be older, with a median viewer age of 55 years. They are more multicultural and tend to live in smaller households without children. Over half earn a household income of less than $30K. They are also less likely to own devic

17、es such as tablets, streaming devices, and smartphones. Making up 8% of U.S. homes, these consumers are more likely to be young parents with children. The median viewer age is 36. They are more likely to be White Non-Hispanic and live in homes with four or more people. They are well connected, with

18、the majority having access to personal devices and plenty of ways to stream content to their TV. Todays OTA home is no longer reliant on the antenna to view television content. With todays accessibility of SVOD services and streaming devices, were seeing a clash between traditional OTA homes and ano

19、ther segment that is supplementing traditional broadcast viewing with internet streaming options. In the following pages, we use Nielsens TV panel to understand the two most prominent types of OTA householdsthose with SVOD and those without. 6Copyright 2019 The Nielsen Company (US), LLC. All Rights

20、Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 Source: NPOWER. Based on total U.S. Households. May 15, 2018. No SVOD = Over-the-air homes who do not have subscription video on-demand (SVOD). Plus SVOD = Over-the-air homes who have access to one or more SVOD services, and could also have access t

21、o a virtual MVPD. OTT Capable homes have access to an internet enabled streaming device including a Video Game Console, Internet Connected Device or Smart TV. AUDIENCE PROFILE DIFFERS BY SEGMENT HOUSEHOLD PROFILE BY OTA TYPE, MAY 2018 HAVE CHILDREN AGE VS. ETHNICITY MARRIED NO SVOD These homes are o

22、ver-the-air and may or may not have internet. They do not subscribe to an SVOD service. PLUS SVOD These homes are over-the-air and have internet. They also subscribe to an SVOD service. 55 28% 27% $21,000 36 52% 49% $44,500 20%86% ASIAN HISPANIC BLACK WHITE 5% 20% 13% 60% ASIAN HISPANIC BLACK WHITE

23、3% 29% 24% 49% MEDIAN INCOME OTT CAPABLE 7Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 WHAT THEY OWN TECHNOLOGY OWNERSHIP VARIES BETWEEN SEGMENTS Source: NPOWER. Based on total U.S. Households. May 15, 2018. No SVOD = Over-the-air homes

24、who do not have subscription video on-demand (SVOD). Plus SVOD = Over-the-air homes who have access to one or more SVOD services, and could also have access to a virtual MVPD. Internet Connected Device = Roku, Amazon Fire, Google Chromecast, Apple TV, etc. Read as “40% of OTA homes without SVOD own

25、a computer/laptop.” 40%84% DESKTOP COMPUTER/LAPTOP 10%48% ENABLED SMART TV 14%62% INTERNET CONNECTED DEVICE 68%61% DVD/BLU-RAY PLAYER 58%100% INTERNET ACCESS 32%69% TABLET 77%97% SMARTPHONE NO SVOD PLUS SVOD 8Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH

26、REPORT | Q2 2018 DIFFERENT PROFILES, DIFFERENT MEDIA HABITS AVERAGE DAILY REACH AMONG ADULTS 18+ Source: TV and TV-connected device data via Nielsen NPOWER. Digital data via Nielsen Media Impact. May 2018. Based on total U.S. Population. No SVOD = Over-the-air homes who do not have subscription vide

27、o on-demand (SVOD). Plus SVOD = Over-the-air homes who have access to one or more SVOD services, and could also have access to a virtual MVPD. Internet Connected Device = Content viewed on a Roku, Google Chromecast, Apple TV, Amazon Fire TV, etc. LIVE+TIME-SHIFTED TV GAME CONSOLE INTERNET ON COMPUTE

28、R DVD/BLU-RAY INTERNET CONNECTED DEVICE APP/WEB ON A SMARTPHONE APP/WEB ON A TABLET NO SVOD PLUS SVOD 52.8 70.3 9.4 2.7 34.0 14.1 34.2 18.4 5.8 8.5 34.4 7.1 77.7 59.8 OVER-THE-AIR HOMES WITH SVOD ARE MORE LIKELY TO BE REACHED ON DIGITAL MEDIUMS THAN THOSE WITHOUT SVOD 9Copyright 2019 The Nielsen Com

29、pany (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 BroadcastCableOther TV Internet Connected Device Internet on a ComputerApp/Web on a TabletApp/Web on a Smartphone DVD/Blu-ray Game Console TOTAL U.S. 1:37 2:29 0:25 0:31 0:43 2:19 8:40 0:14 0:05 0:13 OVER-THE-AIR 2:54 0:44

30、 0:24 0:35 2:22 7:49 0:12 0:11 0:14 0:10 NO SVOD 4:51 0:23 2:03 8:27 0:06 0:15 0:06 0:12 0:16 0:13 PLUS SVOD 100% U.S. POPULATION14%6%8% 1:34 0:59 0:33 0:43 2:37 7:15 0:15 0:07 0:18 0:07 Digital Device Usage TV Connected Devices Traditional TV Source: TV and TV-connected device data via Nielsen NPOW

31、ER. Digital data via Nielsen Media Impact. May 2018. Based on total U.S. Population. No SVOD = Over-the-air homes who do not have subscription video on-demand (SVOD). Plus SVOD = Over-the-air homes who have access to one or more SVOD services, and could also have access to a virtual MVPD. Internet C

32、onnected Device = Content viewed on a Roku, Google Chromecast, Apple TV, Amazon Fire TV, etc. Other TV includes any un-encoded content that cannot be assigned to broadcast or cable. SCREEN USAGE DAILY TIME SPENT (HH:MM), MAY 2018, ADULTS 18+ 10Copyright 2019 The Nielsen Company (US), LLC. All Rights

33、 Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 DAILY TIME SPENT ON SOCIAL MEDIA (HH:MM) Source: TV and TV-connected device data via Nielsen NPOWER. Digital data via Nielsen Media Impact. May 2018. Based on Total Adults 18+. No SVOD = Over-the-air homes who do not have subscription video on-dema

34、nd (SVOD). Plus SVOD = Over-the-air homes who have access to one or more SVOD services, and could also have access to a virtual MVPD. Traditional TV includes Live and Time-shifted viewing. TV-Connected Devices include usage of Video Game Consoles, DVD/Blu-ray Players and Internet Connected Devices s

35、uch as a Roku, Apple TV, Google Chromecast, etc. MODERN OVER-THE-AIR HOMES WITH SVOD ARE HEAVIER USERS OF SOCIAL MEDIA AND STREAMING DEVICES, YET STILL SPEND THE MAJORITY OF THEIR VIDEO TIME WITH TRADITIONAL TV SOCIAL ACTIVITY On the surface, adults in OTA homes appear to behave similarly to the ave

36、rage American home when it comes to social media usage. However, when drilling down by type (with and without SVOD service), things change. OTA homes with access to SVOD spend nearly an hour each day with social media 17 minutes more than those without SVOD. TOTAL VIDEO At a total U.S. level, total

37、video viewing across TV and devices nets out to nearly 5 and a half hours per day. While adults in OTA average less (4:48), homes without SVOD spend over six hours per day with video content, over two hours more than those with SVOD. Regardless of household type, traditional television maintains the

38、 largest share of time spent across viewing platforms. DAILY TIME SPENT WITH VIDEO (HH:MM) Traditional TVTV-Connected Devices SmartphoneTabletComputer TOTAL U.S. 4:22 0:44 5:27 0:05 0:06 0:10 5:13 0:35 6:03 0:020:03 0:10 3:18 1:09 4:48 0:04 0:06 0:11 OVER-THE-AIRNO SVODPLUS SVOD 1:57 1:25 3:47 0:06

39、0:07 0:12 TabletComputerSmartphone TOTAL U.S. 0:29 0:35 0:34 0:02 0:03 0:36 0:05 0:44 0:03 OVER-THE-AIRNO SVODPLUS SVOD 0:41 0:06 0:04 0:51 0:34 0:06 0:04 0:44 11Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 TV USAGE VARIES BY AGE Each de

40、mo behaves differently, however, there are similarities in the way the TV screen is used within each OTA segment. In No SVOD homes, people spend far more time watching broadcast and cable sources, while people in Plus SVOD homes are more likely to stream video. That being said, P25-54 time spent vie

41、wing broadcast sources almost doubles that of P18-34 in both OTA groups. P55+ spend the most time viewing broadcast sources. Source: TV and TV-connected device data via Nielsen NPOWER. May 2018. Based on total U.S. Population. No SVOD = Over-the-air homes who do not have subscription video on-demand

42、 (SVOD). Plus SVOD = Over-the-air homes who have access to one or more SVOD services, and could also have access to a virtual MVPD. Internet Connected Device = Content viewed on a Roku, Google Chromecast, Apple TV, Amazon Fire TV, etc. Other TV includes any un-encoded content that cannot be assigned

43、 to broadcast or cable. ADULTS 18-34ADULTS 25-54ADULTS 55+ BroadcastCableOther TVInternet Connected DeviceDVD/Blu-ray Game Console TOTAL U.S. 6:26 0:18 0:15 7:18 0:06 0:09 0:02 5:12 0:29 0:15 6:23 0:10 0:12 0:03 3:27 2:43 0:14 0:18 6:50 0:04 0:01 PLUS SVOD NO SVOD OVER- THE-AIR 3:11 0:55 0:14 4:41 0

44、:07 0:04 0:08 0:15 TOTAL U.S. 3:53 0:16 0:15 0:13 0:18 4:52 0:05 0:07 2:10 0:17 0:53 0:13 3:55 0:10 0:09 3:27 1:06 0:33 0:16 0:13 2:06 4:22 0:05 PLUS SVOD NO SVOD OVER- THE-AIR 3:11 1:05 0:20 0:16 3:16 0:07 0:07 TOTAL U.S. 2:13 0:15 0:19 0:18 3:17 0:05 0:10 0:12 1:09 0:26 0:48 2:53 0:09 0:12 0:07 0:

45、11 0:36 0:30 0:31 1:21 3:15 0:04 PLUS SVOD NO SVOD OVER- THE-AIR 0:46 0:56 0:29 0:13 2:38 0:06 0:06 DAILY TIME SPENT WITH TV (HH:MM), MAY 2018 PERCENT OF POPULATION BY OTA GROUP, MAY 2018 DEMOGRAPHICOVER-THE-AIRNO SVODPLUS SVOD Adults 18-3413.2%4.9%8.4% Adults 25-5415.6%3.6%11.9% Adults 55+15.4%4.4%

46、11.0% 12Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 USAGE DIFFERS BY DAYPART, TOO An hourly progression of traditional TV and TV connected device usage reveals notable differences between OTA types. While distribution of viewing favors

47、broadcast in No SVOD homes across the day, Plus SVOD homes show more variability and fragmentation. SHARE OF HOURLY TV USAGE BY OTA TYPE, ADULTS 18+ BroadcastCableOther TVInternet Connected DeviceDVD/Blu-ray Game Console PLUS SVOD HOMES Share of broadcast viewing is highest in the morning and lowest

48、 during early afternoon hours NO SVOD HOMES Broadcast viewing maintains highest share throughout the day 4A5A6A7A8A9A10A11A12P1P2P3P4P5P6P7P8P9P10P11P12A 0 20 40 60 80 100 4A5A6A7A8A9A10A11A12P1P2P3P4P5P6P7P8P9P10P11P12A 0 20 40 60 80 100 Source: TV and TV-connected device data via Nielsen NPOWER. M

49、ay 2018. Based on total U.S. Population. No SVOD = Over-the-air homes who do not have subscription video on-demand (SVOD). Plus SVOD = Over-the-air homes who have access to one or more SVOD services, and could also have access to a virtual MVPD. Internet Connected Device = Content viewed on a Roku, Google Chromecast, Apple TV, Amazon Fire TV, etc. Other TV includes any un-encoded content that cannot be assigned to broadcast or cable. 13 At Nielsen, data drives e