State of OTT An in-depth look at over-the-top consumption

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1 State of OTT An in-depth look at over-the-top consumption Mike Rich VP of Emergent Products For info about the proprietary technology used in comscore products, refer to comscore, Inc. Proprietary. 1

2 comscore Total Home Panel Behaviorally measuring all internet connected devices in a household comscore, Inc. Proprietary. 2

3 The modern living room experience features an expanding universe of connected devices, from Digital to OTT to the Internet of Things Connected Home Device Penetration Among U.S. Wi-Fi Households 90% 89% 77% of Wi-Fi homes have at least one OTT capable device 62% 42% 31% 29% 26% 7% 10% 8% 3% Smartphone Computer Tablet Streaming Box/Stick Smart TV Gaming Console DVR/Set Top Box* Internet Blu- Ray Player Smart Speaker Wearables Home Energy DIGITAL OTT IoT Source: comscore Connected Home, U.S., July 2017 * DVR / Set Top Boxes only include those that are internet-enabled comscore, Inc. Proprietary. 3

4 OTT viewing has become a mainstream media behavior in the U.S. 55 MM Homes used OTT in July 58% Reach Amongst homes with Wi-Fi The average home viewed 52 Hours of OTT content across the month this was spread across 15 average viewing days Source: comscore OTT Intelligence, U.S., July 2017 comscore, Inc. Proprietary. 4

5 OTT has the same primetime as Live TV with viewing peaking in the evening hours between 8-11pm Household Share of TV Viewing Type by Daypart 9% 8% Live TV Over-the-Top (OTT) Household Share of Daily TV Viewing 7% 6% 5% 4% 3% 2% 1% 0% Source: comscore TV Essentials & Total Home Custom Reporting, U.S., December 2016 comscore, Inc. Proprietary. 5

6 OTT viewing spikes on weekends as viewers spend more time binge-watching their favorite content 5.0 Over-the-Top Viewing Hours by Day Daily Hours per Household OTT Viewing An additional 25 minutes of average daily viewing per household on weekends Weekend Weekend Weekend Weekend Weekend Source: comscore OTT Intelligence (custom), U.S., April 2017 comscore, Inc. Proprietary. 6

7 The four major OTT streaming services account for nearly 80% of viewing time for OTT households Share (%) of Total OTT Viewing Hours Other 22% 39% 7% 11% 20% Source: comscore OTT Intelligence, U.S., July 2017 comscore, Inc. Proprietary. 7

8 Netflix leads the major over-the-top streaming services in household penetration, but trails Hulu for the most streaming hours per household 35.0 Selected Over-the-Top (OTT) Streaming Services by Wi-Fi Household Penetration & Engagement Avg. Monthly Viewing Hrs. per HH % 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Wi-Fi Household Penetration Source: comscore OTT Intelligence, U.S., July 2017 comscore, Inc. Proprietary. 8

9 All four major OTT streaming services average 2+ hours of usage per viewing day, while Netflix viewers use the service on the most regular basis Key Engagement Metrics for Selected Over-the-Top (OTT) Streaming Services Monthly Viewing Days per Household Hours per HH per Viewing Day Netflix Hulu YouTube Amazon Video YouTube Hulu Netflix Amazon Video Source: comscore OTT Intelligence, U.S., July 2017 comscore, Inc. Proprietary. 9

10 Netflix is viewed in 3 out of every 4 OTT households Homes that view OTT content 75% of OTT homes watch Netflix 25% of OTT homes do not watch Netflix Source: comscore OTT Intelligence, U.S., July 2017 comscore, Inc. Proprietary. 10

Household Reach Index by Streaming Box/Stick 180 160 140 152

120 100 80 60 40 107 96 129 94 110 108 99 115 70 99 105 93 77

11 There are clear brand affinities between OTT content providers and streaming devices in OTT households Streaming Service OTT Household Reach Index by Streaming Box/Stick Netflix YouTube Amazon Video Hulu 168 OTT Household Reach Index Source: comscore OTT Intelligence, U.S., July 2017 * Data represents streaming in households with each respective device, not streaming directly from that device. comscore, Inc. Proprietary. 11

Skinny Bundles account for nearly half of OTT viewing time in Skinny Bundle households Skinny Bundle Households: Share (%) of Total OTT Viewing Time 3.7% 7.6% Other 7.8% Skinny Bundles 13.5% 47.9% 19.

12 Skinny Bundles account for nearly half of OTT viewing time in Skinny Bundle households Skinny Bundle Households: Share (%) of Total OTT Viewing Time 3.7% 7.6% Other 7.8% Skinny Bundles 13.5% 47.9% 19.5% Skinny Bundles Netflix YouTube Hulu Amazon Video Other Source: comscore OTT Intelligence, U.S., July 2017 * Skinny Bundle HHs defined as viewing Sling, Playstation Vue or DirecTV Now. comscore, Inc. Proprietary. 12

13 Nearly 10 million households watch over-the-top network TV apps, but those apps account for a modest share of viewing time 9.8 MM HHs That View Network TV Apps via OTT TV Network App Households: Share (%) of Total OTT Viewing Time 9% 6% 25% 12% 30% Network TV Apps Netflix YouTube Hulu Amazon Video All Other 18% Source: comscore OTT Intelligence, U.S., July 2017 * Network TV App definition excludes premium networks such as HBO and Showtime and Skinny Bundles such as Sling comscore, Inc. Proprietary. 13

14 KEY TAKEAWAYS 1 OTT has become a mainstream behavior, led by well-known content services 2 The next wave of content options will shape the landscape for years to come More than half of U.S. homes with a Wi-Fi connection Households stream an hour and 40 minutes per day Netflix is the leader in penetration and total engagement YouTube, Amazon and Hulu all comprise a strong second tier Skinny bundle services such as Sling have incredibly high engagement per household If these services expand their reach, they can become major platforms for audience attention Network TV apps are beginning to penetrate OTT households comscore, Inc. Proprietary. 14

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15 Thank you To Learn More, go to: comscore.com/totalhome Scroll to State of OTT For info about the proprietary technology used in comscore products, refer to

16 About this Analysis OTT (over-the-top) is defined as using apps to stream video content via the internet to a television set. This presentation leverages two data sources unique to comscore: comscore OTT Intelligence measures over-the-top streaming content consumption across TV-connected devices. comscore Connected Home delivers insight into the usage of all internet- or router-connected devices in the home including IoT. The foundation of these two data sources is the comscore Total Home Panel, a true single-source research platform designed to measure the realities of cross-platform media consumption today. Total Home Panel methodology and information: Single-Source Behavioral Measures 12,500 Homes and 150,000+ Devices Geographically Distributed in the U.S. Weighted to U.S. homes with Wi-Fi (93M homes) Measures consumption across 52 OTT services which account for the overwhelming majority of OTT usage Key Contributors to Webinar: Brandon Burr Director of Emergent Products Susan Engleson Sr. Sales Director of Emergent Products Farani Haynes Manager, Digital Media Insights Adam Lella Sr. Analyst, Marketing Insights Autum Molay Product Marketing Manager of TV/Cross-Platform Products comscore, Inc. Proprietary. 16

State of OTT An in-depth look at today s over-the-top content consumption and device usage

State of OTT An in-depth look at today s over-the-top content consumption and device usage Mike Rich VP of Emergent Products Andrew Lipsman SVP of Marketing & Insights For info about the proprietary technology