DISCOVERABILITY How Canadians Find TV Content
Table of Contents Introduction...3 Executive Summary...4 TV Viewing is Diverse... 6 Discoverability... 10 Paid, Owned and Earned...18 Appendix Methodology and Permissible Uses...24 Discoverability - How Canadians Find TV Content 2
Introduction As the media landscape becomes more and more complex new platforms, new formats, new viewing habits it can be difficult for producers to position their content for maximum viewability and equally difficult for viewers to find all of the best content! This report draws from the latest Spring 2016 MTM data to provide an overview of how Canadians are finding and accessing television content. It will address the topic of discoverability in our multiplatform world. The Media Technology Monitor (MTM) incorporates a mixed-methodology approach which includes a phone survey and a follow-up online survey. The data from this report comes primarily from the online portion of the survey unless otherwise noted.* *Data in this report coming from the telephone portion of the survey will be identified with this symbol +. Discoverability - How Canadians Find TV Content 3
Executive Summary Canadians are still as interested in TV as they ever were The way we access content has expanded. 96% of Canadians have watched TV in the past month either online or live on a regular TV set the same as it was a decade ago 56% However, more than half of all Canadians now watch TV online and 4 in 10 watch an OTT service like Netflix Linear TV is still by far the primary way that people watch TV, but time spent watching online TV has doubled in the past three years Discoverability - How Canadians Find TV Content 4
Executive Summary Canadians use on average three different methods to discover new TV content The primary ways are through word of mouth and paid advertising on TV or radio This varies by demographic group, however 38% MORE THAN A THIRD OF CANADIANS SAY THAT FINDING NEW TV CONTENT IS EASY Anglophones find discovering new shows more difficult than Francophones In contrast, Internet TV viewers and those who watch a lot of live TV find discovering new content easier than the average Canadian Discoverability - How Canadians Find TV Content 5
TV Viewing is Diverse Discoverability and Television - An Analysis of the Canadian Market 6
Canadians are as interested in TV content as they ever were, but the ways they access this content is more diverse than ever Watched TV (Any Platform)* + Canadians 18+ (%) Methods of Accessing TV Content* + Canadians 18+ (%) 100 90 80 70 60 50 40 30 20 10 TV Watch Linear TV on a Regular TV Set** 82 Watch Online TV 56 Watch an OTT Service (Netflix, Crave, Shomi Etc) 40 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Watch a Full-Length TV Show on YouTube*** 19 VOD Watch Video on Demand 18 *In the past month **In a typical week ***Asked in Spring 2015 +Telephone survey Discoverability - How Canadians Find TV Content 7
Canadians have more screens at their disposal than ever before and many are being used to watch TV content Screens Owned + vs. Screens Used to Watch TV Canadians 18+ (%) 79 HDTV HDTV TV Set* (Linear and Internet Connected TV) Internet-Connected TV 87 SCREENS OWNED 89 54 44 Computer Tablet Computer 29 Tablet 19 SCREENS USED Smartphone Smartphone 75 21 + Telephone survey Discoverability - How Canadians Find TV Content 8
Our viewing habits are also changing The majority of TV viewing is still to live traditional television, but 1 in 10 hours is now spent watching online TV TV Viewing by Platform + Canadians 18+ (%) 2013 2016 Internet TV 5 10 Playback 6 9 LIVE Live TV Viewing 82 89 Source: CBC/Radio-Canada estimates (Numeris; MTM) +Telephone survey Discoverability - How Canadians Find TV Content 9
Discoverability Discoverability and Television - An Analysis of the Canadian Market 10
The average Canadian uses 3 different methods for finding new TV programs How Do You Discover New Content Canadian TV Viewers - Any Platform 18+ (%) Recommendations from Friends Commercials on TV & Radio Trailers / Clips Channel Surfing 32 TV Channel Guide from TV Service Provider 27 Written Reviews 23 Social Media Updates from Non-Friends 23 Smart Recommendations You Might Also Like 20 Online Ads 15 Talk Show Interviews 11 Reviewer Sites (ie Rotten Tomatoes) 10 Award Shows 7 37 40 59 Discoverability - How Canadians Find TV Content 11
Recommendations from friends is the main way people find new TV content Primary Way Canadians Discover New Content? Canadian TV Viewers - Any Platform 18+ (%) Recommendations from Friends 27 Despite the changing landscape of TV, when asked to list the MAIN way they find content, a quarter of all Canadians still trust word of mouth Commercials on TV & Radio TV Channel Guide from TV Service Provider 11 Channel Surfing 10 Trailers / Clips 8 Reviews Written in Magazines, Newspapers or Online 6 Social Media Updates from Non-Friends 5 Smart Recommendations ( You Might Also Like ) 4 Online Ads 2 Talk Show Interviews 1 Reviewer Sites (ie Rotten Tomatoes) 1 17 Discoverability - How Canadians Find TV Content 12
Some demographic groups are more likely to use certain techniques to find content than others Discoverability and Television - An Analysis of the Canadian Market 13
Millenials are less likely to rely on commercials and more likely to count on friends for recommendations Main Method of Discovering TV Content By Age Group+ (%) 39 27 20 22 17 9 5 13 3 11 2 14 4 7 3 Commercials on TV or Radio Recommendations from Friends Social Media Updates from Non-Friends TV Channel Guide from a Service Provider Automatic Recommendations Canadian Millenials Non-Millenials Easy Discoverability - How Canadians Find TV Content 14
Women use commercials more often while men are more likely to channel surf or read reviewer sites Main Method of Discovering TV Content By Gender+ (%) 17 21 12 10 13 7 1 3 <1 Commercials on TV or Radio Reviewer Sites (ie Rotten Tomatoes, IMDB) Channel Surfing Canadian Males Females Easy Discoverability - How Canadians Find TV Content 15
Households with young children use recommendations and trailers but have no time for channel surfing Main Method of Discovering TV Content By Household Composition+ (%) 35 22 27 24 25 17 17 11 4 7 4 3 8 12 9 7 11 6 10 13 10 7 6 12 Commercials on TV or Radio Recommendations from Friends Automatic Recommendations Trailers / Clips TV Channel Guide from Service Provider Channel Surfing Canadian Children < 12 in the Home Teens in the Home No Children in the Home Discoverability - How Canadians Find TV Content 16
Language also plays a role in how people discover new content Main Method of Discovering TV Content By Language Group 18+ (%) 27 28 23 15 5 6 3 8 6 1 1 4 10 11 6 Recommendations from Friends Social Media Updates from Non-Friends Trailer / Clips Talk Show Interviews Channel Surfing Canadian Anglophone Francophone Discoverability - How Canadians Find TV Content 17
Paid, Owned & Earned Media Discoverability and Television - An Analysis of the Canadian Market 18
There are many ways to market TV content. Generally, they fall into three categories Owned Media that is owned, created and controlled by the company who also owns the content Trailers Paid When the owner of the content pays to leverage a third party for marketing Commercial Earned Media that is voluntarily produced by others not connected to the owner of the content Word of mouth Talk show interviews Online Ads Blog posts, social networking Content owner social media Promos Buzz, award shows, reviews Discoverability - How Canadians Find TV Content 19
Looking at two of the most popular ways that Canadians discover content we can see the importance of both EARNED and PAID media Earned Recommendations from Friends Paid Commercials on TV or Radio 44% Nearly half of all TV viewing Canadians* use one of these methods as their primary source for discovering new TV content *Watched TV in the past month from any platform *Watched TV in the past month from any platform Discoverability - How Canadians Find TV Content 20
The value people place on these methods depends on demographics Recommendations From Friends (earned) vs. TV/Radio Commercials (paid) Canadian TV Viewers (Any Platform) 18+ TV My Way Watch TV Content on Netflix Gen Y Recommendations from Friends Gen Z Over The-Top TV Subs Net TV Male Kid in the Home Gen X Anglophones Francophones Female TV Subscribers Old Boomers Young Boomers Seniors TV/Radio Commercials Discoverability - How Canadians Find TV Content 21
More than a third of all Canadians say that finding new TV content they want to watch is easy 38% 20% 18% 38% 15% 10% Very Easy Easy Neutral Difficult Very Difficult Discoverability - How Canadians Find TV Content 22
There are some groups who find discoverability more challenging Anglophones 27% 37% 36% Anglophones find the process of discoverability more difficult than Francophones. This could be related to the abundance of content available making discovering good content overwhelming Francophones 14% 41% 44% Total Canadians 25% 38% 38% Internet TV Viewers 24% 36% 40% Internet TV viewers and those who watch a lot of television find the process of discovering new TV content easier Heavy TV Viewers* 20% 38% 43% Difficult Neutral Easy * Report watching more than 20 hrs/wk of TV Discoverability - How Canadians Find TV Content 23
Appendix Survey Methodology and Permissible Uses *Watched TV in the past month from any platform Discoverability - How Canadians Find TV Content 24
Methodology The Media Technology Monitor is the highest quality media survey in Canada. It employs large sample sizes and achieves response rates far exceeding industry standards. Moreover, it includes Canadians with landline telephone service and those who rely solely on a cell phone. This blended sampling approach can reach 99% of Canadians. The MTM is a product of CBC/Radio-Canada Research and Analysis. Permissible Uses Extracts from, or references to, the data in speeches, reports or presentations given by members of your organization can be used, provided MTM 2015-2016 is clearly cited as the source of such extracts or references. Of the telephone respondents, 1655 completed a followup online questionnaire. The transition rate among online respondents from telephone to online is over 40%. The MTM measures Canadians media technology adoption and use at two points in time. In the Fall, telephone interviews are conducted with 8,000 Canadians (4,000 Anglophones and 4,000 Francophones). To monitor changes in the media landscape over the year, a telephone survey with an independent sample of 4,000 Canadians (2,000 Anglophones and 2,000 Francophones) is conducted in the Spring. The results reported here are based on Spring 2016 survey of 4349 Canadian respondents (including 841 cell-phone only) across all regions of Canada*. The response rate is 30%. The Anglophone interviews were conducted by Forum Research Inc. from March 14th to April 25th, 2016 and the Francophone interviews were conducted by Ad hoc Recherche from April 7th to May 10th, 2016. Results based on the total sample of 4349 Canadians are accurate within plus or minus 1.5% percentage points 19 times out of 20. * Excludes the Territories. Discoverability - How Canadians Find TV Content 25
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