Home Sweet Digital Home Mike Rich, Susan Engleson & Angela Bryant June 7, 2016

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1 Home Sweet Digital Home Mike Rich, Susan Engleson & Angela Bryant June 7, 2016 For info about the proprietary technology used in comscore products, refer to

2 Agenda 1. comscore s Total Home measurement approach 2. Today s Home Device Ecosystem 3. Share Battle Pt 1: Operating Systems 4. Share Battle Pt 2: Game Consoles 5. Streaming Devices & Cord Cutters/Nevers comscore, Inc. Proprietary. 2

3 comscore, Inc. Proprietary. 3

4 comscore, Inc. Proprietary. 4

5 comscore, Inc. Proprietary. 5

6 Evolution of Total Home Solution Offerings Level I Devices: Device presence & usage (e.g. Samsung Galaxy Tab & Xbox One) Level II Apps & Entities: Services used on a device (e.g. Facebook on Tablet or Netflix on Roku.) Level III Event Level: What is being done within the app/entity (e.g. signing up for a credit card, watching Game of Thrones via HBOGO on a smartphone) Today s discussion comscore, Inc. Proprietary. 6

IoT & Other Devices PC: Laptops, Desktops Handheld Devices: ipod Touch, Nintendo 3DS Blu-ray Players OTT: Roku, Apple

7 Activity is Captured from Connected Devices, Such As: Mobile: Phone, Tablet (All ages, not only 18+) Game Consoles: Xbox, PlayStation Smart TVs/Wi-fi Enabled Set-top Boxes (Cable/Satellite) Streaming Stick: Chromecast, Fire TV Stick IoT & Other Devices PC: Laptops, Desktops Handheld Devices: ipod Touch, Nintendo 3DS Blu-ray Players OTT: Roku, Apple TV Wearables: Apple Watch Legacy Measurement Additional Total Home Measurement In Development comscore, Inc. Proprietary. 7

Leverage UNPARALLELED ACCESS to the most complete, connected device insights for

8 Understand SHARE OF CONSUMPTION by device, HOW DEVICES ARE USED, & how demographics & dayparts influence DEVICE USE. Leverage UNPARALLELED ACCESS to the most complete, connected device insights for CUSTOM ANALYSIS that delivers an UNFILTERED VIEW into device consumption in the HH. Am I Winning the Household? comscore, Inc. Proprietary. 8

9 The Total Home Panel, Today Installed in 3,600+ homes Collecting data on 19,000+ devices daily Geographically distributed throughout the US Universe: Homes with a WiFi Router comscore, Inc. Proprietary. 9

10 What does the device ecosystem look like today? comscore, Inc. Proprietary. 10

11 Average Number of Active Devices per Household Average Household Size comscore, Inc. Proprietary. 11

12 Today s households have a wide variety of devices connecting to the Internet 97% 91% Household Penetration 71% 39% 32% 18% 16% 15% 8% PC/Mac Phone Tablet Streaming Device Gaming Console Handheld (e.g. ipod Touch) SmartTV DVR/SetTopBox Internet Blu-ray Player Source: comscore Total Home Panel Custom Analysis, March 2016 comscore, Inc. Proprietary. 12

but this differs depending on income Device Penetration by Household Income <$75k $75k or Greater 100% 95% 91% 91% 77% 66% 44% 35% 35% 29% 20% 16% 18% 20% 12% 12% 8% 9% PC/Mac Phone Tablet

13 but this differs depending on income Device Penetration by Household Income <$75k $75k or Greater 100% 95% 91% 91% 77% 66% 44% 35% 35% 29% 20% 16% 18% 20% 12% 12% 8% 9% PC/Mac Phone Tablet Streaming Device Gaming Console Handheld (e.g. ipod Touch) DVR/SetTopBox SmartTV Internet Blu-ray Player Source: comscore Total Home Panel Custom Analysis, March 2016 comscore, Inc. Proprietary. 13

14 Device counts increase considerably with the presence of young children 14 Avg. Devices per HH % % +52% 2 0 Single Adults Couples without Kids With 1+ Kids 12 and Under With 1+ Kids 18 and under Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 14

15 The phone has overtaken the PC as the most prevalent device in the home 5% 5% 3% 2% 2% 1% 37% 17% Share of Household Devices 28% Source: comscore Total Home Panel Custom Analysis, March 2016 comscore, Inc. Proprietary. 15

16 Younger homes consume more on streaming and gaming devices 40% 35% Consumption by Device by HoH Age HOH <45 HOH % 37% 30% 28% 25% 25% 21% 21% 20% 19% 15% 14% 10% 5% 0% Phone & Tablet Gaming Console Streaming Devices Computer Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 16

17 How does Brand Loyalty drive device ownership & usage? comscore, Inc. Proprietary. 17

18 The battle of the Operating Systems is extremely tight Other, 15% 32% 25% 28% Source: comscore Total Home Panel Custom Analysis, March 2016 comscore, Inc. Proprietary. 18

19 Both Apple and Google drive loyalty within their mobile ecosystem 60% Device Penetration Device Penetration 50% 51% 60% 57% 40% 39% 50% 49% 33% 40% 30% 20% 21% 30% 20% 10% 10% Android Phone Owners 0% ipad Mac 0% Android Tablet iphone Owners Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 19

iphone Owners 10% 10% 9% 9% 8% 8% 6% 5% 6% 4% 4% 2% 2% 0% Apple TV 0% Chromecast Android OS

20 but on TV, Google is showing a better ability to appeal to iphone owners. Device Penetration Device Penetration 14% 12% 12% 14% 12% 13% 12% Android Phone Owners iphone Owners 10% 10% 9% 9% 8% 8% 6% 5% 6% 4% 4% 2% 2% 0% Apple TV 0% Chromecast Android OS TV Box (e.g. Fire TV) Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 20

21 32% of Households engage with a GAMING CONSOLE Source: comscore Total Home Panel Custom Analysis, March 2016 comscore, Inc. Proprietary. 21

22 Last gen consoles still drive significant engagement; Current gen consoles are catching up 35% 30% 31% Percent of Gaming Households Using Device 25% 20% 24% 22% 22% 20% 15% 15% 10% 5% 0% Playstation 3 Xbox 360 PlayStation 4 XBox One Wii U Wii comscore Total Home, 3 month average (Jan 2016 March 2016) comscore, Inc. Proprietary. 22

23 Gaming households are less likely to have cable and more likely to have a streaming subscription 60% 50% -10% TV Service Overall and Gaming Households Average HH HHs with a Gaming Console +25% 40% 30% 20% +8% 10% 0% Cable Satellite Streaming Subscription Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 23

24 Cross ownership of Gaming Consoles Cross Ownership PlayStation HHs with Nintendo PlayStation HHs with Xbox Xbox HHs with Nintendos Xbox HHs with PlayStations 0% 5% 10% 15% 20% 25% 30% Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 24

25 49% of Households use a STREAMING BOX, smart TV, or connected Blu-ray player. *Streaming Devices include streaming boxes, smart TVs, and internet-connected Blu-ray players, etc. comscore, Inc. Proprietary. 25 Source: comscore Total Home Panel Custom Analysis, March 2016.

26 Streaming Activity Level Mirrors TV Watching and Peaks during Primetime 9% 8% 7% Percent of Bytes Received (OTT, Smart TV and Blu-Ray) or Percent Minutes Watching Linear TV Streaming Device Linear TV 6% 5% 4% 3% 2% 1% 0% Streaming data: Proof of concept data from the comscore Total Home Panel TV data: Rentrak s TV Essentials Time Period: December AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM 1AM 2AM 3AM 4AM 5AM 8-9 p.m. marks the peak of streaming & TV activity. comscore, Inc. Proprietary. 26

27 Streaming Activity in HHs without Children Peaks at 8PM. In HHs with Children, it Peaks at 10PM. 9% Percent of Bytes Received on Streaming, Smart TV, and Blu-Ray Devices HHs without children stream earlier in the evening HHs with children stream after the kids go to bed. 8% 7% 6% 5% HHs with children see a spike after school. HHs with Children HHs without Children 4% 3% 2% 1% 0% HHs with children do more streaming in the morning and less at dinner hour. 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 5am *Streaming is Streaming Device, Smart TV, and Internet Blue-ray player. Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 27

28 Cable/Sat subscribers who also have a streaming subscription consume data like cord cutters/nevers Average Monthly Data Consumption (GB) MVPD but no Streaming MVPD with Streaming Cord Cutter/Never with Streaming Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 28

29 49% of Households use a STREAMING DEVICE 63% of Households with a STREAMING SUBSCRIPTION use a STREAMING DEVICE *Streaming Devices include streaming boxes, smart TVs, and internet-connected Blu-ray players, etc. Source: comscore Total Home Panel Custom Analysis, March 2016 comscore, Inc. Proprietary. 29

30 Cord cutters/nevers rely heavily on streaming devices; Cable/sat subscribers lean towards consoles, phones and tablets 60.0 Monthly Data Usage by Device Category (GB) Cable or Sat and Streaming Sub Cord Cutter/Never with Streaming Sub Streaming Device Gaming Console Phone & Tablet Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 30

31 Roku leads the battle of the streaming devices but Amazon Fire TV is an emerging player Device Share Amongst Streaming Boxes/Sticks 12% Other, 1% 16% 49% 22% Source: comscore Total Home Panel Custom Analysis,, March 2016 comscore, Inc. Proprietary. 31

32 Chromecast appeals to younger households compared to Roku and Apple TV Penetration of Households with a Streaming Device 50% 45% 40% 35% 45% 46% 36% HoH <45 HoH % 25% 20% 22% 20% 20% 15% 10% 5% 0% Roku Chromecast AppleTV Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 32

however Chromecast does not appear to be used as often as Roku and Apple TV Average Gigabytes Received per Household with a Streaming Device 100 90 80

33 however Chromecast does not appear to be used as often as Roku and Apple TV Average Gigabytes Received per Household with a Streaming Device Roku Chromecast AppleTV Source: comscore Total Home Panel Custom Analysis, December 2015 comscore, Inc. Proprietary. 33

34 Conclusions 1. Although the average home has ten devices, the opportunity for growth is tremendous among streaming, console and similar device types 2. The battle of the operating systems is extraordinarily tight, with Google in the lead 3. Streaming activity mirrors traditional Prime Time viewing 4. Homes with a Streaming & Cable/Sat subscription consume as much data as homes with just a Streaming Subscription 5. Roku dominates Streaming Boxes/Sticks, but Amazon Fire TV may be gaining traction comscore, Inc. Proprietary. 34

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35 Thank you for attending! LEARN MORE Contact us today at or visit to discover how comscore can help you compete & succeed in the cross-platform world. For info about the proprietary technology used in comscore products, refer to

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