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Viewership growth using audience analytics

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Viewership growth using audience analytics

  1. 1. Streamhub’s story of your content ‘The Music TV Show’ Prepared by: Run-time: 30 mins Available on: Live, VOD Genre: Entertainment CONFIDENTIAL
  2. 2. VIEWS vs ENGAGEMENT | Analysis of minute by minute data tells a very different story THE START 1-Apr View in Manchester 20% higher than all other cities. Twitter campaign targeting Manchester executed. Hawaii based show with exclusive comments 8-Apr 15-Apr 22-Apr 29-Apr 6-May 13-May iOS app promoted on Gadget magazine 20-May 27-May Total Series Views: 248,899 Total Series Viewing Time (mins): 2,339,551 Avg. Total Viewing Time**: 1,457,606 110 100 90 80 70 60 16 12 8 4 0 Release of new version of Android. 3-Jun 10-Jun 17-Jun 24-Jun 1-Jul 8-Jul 15-Jul 22-Jul 29-Jul Retelecasted ‘Rocks’ show 5-Aug 12-Aug 19-Aug 26-Aug 58% 33% Paris based show with Kate from the team 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep Views (000s) Viewing Time (000 mins) Viewing time exhibited much higher deviations as compared to views, implying much different engagement for similar level of views Editorial (includes content, scheduling and production influences) Marketing (includes marketing campaign and distribution by location/players influences) Product (includes various device performance influences) Views (000s) Viewing Time (000 mins) 119%* Views Per Program: 9,218 Viewing Time Per Series (mins): 8.7min Series Rank**: #2 158%* 108%* 33%* 58%* 1* Source: Streamhub; * Increase as compared to previous six months; ** Among all 30 mins shows on the channel CONFIDENTIAL 2
  3. 3. CONTENT ANALYSIS - WHAT FACTORS DRIVE PEAKS AND TROUGHS? OVERALL CONTENT CORRELATION THEME TEAM 20% 10% 0% -10% -20% RETELECAST VIEWER SPECIAL ROCKS CLUB FOREIGN CITIES INCLUDED GUESTS EXCLUSIVE COMMENTS JOHN DIRK KATE % Higher Unique Views % Higher Viewing Time % Higher Views TOP CONTENT ELEMENTS % Higher Views Hosted by Kate Based on Foreign Cities Exclusive Comments Shows which covered different parts of the world (e.g., Paris, Hawaii), hosted by Kate or with Exclusive Comments have the most positive correlation with views. Retelecast and Rock or Club based shows show negative correlation with views 17% 11% 8% SKYLER % Higher Unique Views 16% 11% 8% % Higher Viewing Time 7% 12% 11% MARY The percentages above show the % increase in views/uniques/time whenever a mentioned content element is present. E.g. 11% higher views for foreign cities means shows based on foreign cities (such as the 16th Sept ‘The TV Show in Paris’ show) had on an average 11% more views than shows which were not based on foreign cities. Source: Streamhub; 1st Apr - 30th Sep 2013 CONFIDENTIAL 3
  4. 4. AUDIENCE DEMOGRAPHICS – What’s the audience base? As compared to registered users, non-registered users are more evenly spread in terms of device and location Total Registered Viewers: 118,899 BY POSTCODE SW1 0.9% LS9 0.7% SE22 0.6% MU16 0.2% BI14 0.2% GENDER 62% 38% Female Male BY DEVICE Web 25% iPhone 16% Android 12% Web Client 8% Total Non-Registered Viewers: 98,551 BY AGE-GROUP 18-26 34% 14-18 25% 26-35 14% 35-45 9% 45+ 8% BY POSTCODE NE8 0.5% E2 0.3% SE2 0.2% LS6 0.1% MU2 0.1% BY DEVICE Web 18% iPhone 12% Android 11% Web Client 9% Source: Streamhub; 25th Oct - 25th Nov 2013 CONFIDENTIAL 4
  5. 5. SOCIAL MEDIA POWER - TWITTER HAS NO SIGNIFCANT INFLUENCE ON ONLINE RATINGS 5 TOTAL FB MENTIONS 555 15 13 11 9 7 5 3 1 -1 250 200 150 100 50 0 25-Oct TOTAL TWEETS 2,809 SERIES RANK* #3 28-Oct 31-Oct 3-Nov TWITTER IMPRESSIONS 2,340,106 SERIES RANK* #2 6-Nov 9-Nov 12-Nov 15-Nov 18-Nov 21-Nov 24-Nov Tweets Facebook Mentions Views POSITIVE SENTIMENT 68% NEGATIVE SENTIMENT 32% Twitter and Facebook don’t show consistent correlation with the views for all airings, but for airings which did show social media activity it peeked a day before or on the day of the show. In overall, Facebook showed more correlation with views than Twitter. Once we addressed the key question of correlations of the marketing platforms, we needed to know where all the buzz was dissipating to. Tweets / FB Mentions Views (000s) 694 Tweets AVERAGE TWEETS* 809 AVERAGE TWITTER IMPRESSIONS* 1,209,522 AVERAGE FB MENTIONS* 341 Source: Streamhub; * Among all 30 mins shows on the channel SERIES RANK* #5 CONFIDENTIAL
  6. 6. SOCIAL MEDIA ANALYSIS – WHAT CAN BOTH PLATFORMS TELL YOU? There’s a great correlation between Web activity on Twitter and Web based views of the show, mainly driven by females in London TOP HASHTAGS #thetvshow 30 #tvshow 25 #theband 17 #theband #thetvshow 17 #TheBandReturnToBrazil 14 TOP USERS TVvworld_thetvshow 52 John_UK 31 AoiRous 24 getAfroholic 23 Agony_A29 22 TOP CITIES London 634 Leeds 138 Sheffield 117 Manchester 113 Birmingham 110 Facebook activity drives most traffic to YOUTUBE but the videos on YOUTUBE also drives activity back BY LANGUAGE English 52% Spanish 14% Portuguese 10% French 2% TWEETS BY: GENDER 75% 25% Female Male FACEBOOK MENTIONS BY: DEVICE BY LANGUAGE Web 19% iPhone 14% Android 14% Web Client 12% English 38% French 27% Spanish 18% Portuguese 4% Japanese 3% SOURCE OF ACTIVITY TYPE OF ACTIVITY LINK SHARED Web 35% Video 37% < > YouTube 30% Status 31% Link 22% Camera 9% Dailymotion 2% YouTube 32% Facebook 14% TV World 10% Dailymotion 2% Source: Streamhub; 25th Oct - 25th Nov 2013 CONFIDENTIAL 6
  7. 7. YOUTUBE – MORE VIEWS ON YOUTUBE THAN ON OFFICIAL SERVICE. ACT NOW! VIDEO VIEWS LEGAL PLAYER Views (LIVE) 504,235 ILLEGAL YOUTUBE Views (VOD) 594,921 Q3 PROMOTIONAL YOUTUBE Views 212,653 Q4 Q3 Q2 Q1 Q1 Q4 Q4 Q3 Q2 Youtube (594,921 views) generates more views than the official TV World player (504,235 views), but at the same time these views are very consolidated among only a few videos. Bands such as Morning, Nine and Love garner most views on Youtube. Also, shorter Youtube Promo videos showed good traction. “Nine” 26th May 51,781 “Morning” (Live 3rd Nov) 51,781 “No Love” 78.493 TV World (1 Year Total) TV World “What is Love?” 284,049 Q3 Q2 Q1 600 450 300 150 0 Youtube (Promotional Videos) Youtube (Top 15 Videos) Source: Streamhub, TV World, Youtube; 29th Nov 2012 - 28th Nov 2013 CONFIDENTIAL 7
  8. 8. VIEWING VS SOCIAL MEDIA DEMOGRAPHICS Among players, Flash has most viewers in their late twenties and Android has most viewers as teens. Also Flash has more viewing at late night and Android in late morning. Top GENDER 62% Top AGEGROUP 18-26 34% Top DAYPART 14-18 32% PRIMETIME 8PM – 10PM 22% EVENING 5PM – 8PM 18-26 29% 14% PRIMETIME 8PM – 10PM 75% 53% 22% TV World Top DEVICE Top CITY SW1 0.9% SE22 0.7% Flash Web 25% Web 19% Web 35% LS29 0.5% Source: Streamhub; 25th Oct - 25th Nov 2013 CONFIDENTIAL 8
  9. 9. DISTRIBUTION BY CITIES 8 6 4 2 0 VIEWS (000s) BY CITY* London Yorkshire Westcountry UTV Border Tyne Tees STV 20 15 10 5 AVERAGE VIEWING TIME (MINS) BY CITY/SHOW UK / TV World UK / TV World (excluding News) WW / The TV Show London / The TV Show Yorkshire / The TV Show SCOTLAND Tyne Tees Yorkshire 10% London 20% 25% 43% 53% Border 1% IRELAND 2% 5% 7% Westcountry 3% London contributes most to the variations in views and viewing times. Also Yorkshire has been consistently underperforming from its viewing targets. The worldwide average viewing time for overall TV World channel is much higher than for The TV Show. In terms of particular geographies, London has approximately 50% higher average viewing time than Yorkshire for The TV Show. 8% 13% 19% 7% 83% Source: Streamhub; * The dashed lines for each region represent the target number of views CONFIDENTIAL 9
  10. 10. CITIES DAYPARTS VIEWING FOR THE MUSIC SHOW 10 Source: Streamhub; 1 1st Apr - 30th Sep 2013; 2 16th Sep; * Engagement Score = Fullscreen +0.5EPG – 0.5Mute (denotes overall engagement assuming Fullscreen and EPG to be positive engagement and Mute to be disengagement signals Viewing in southern cities is more skewed towards night time, whereas in northern cities it is more evenly spread through the day. MOST VIEWED DAYPARTS1 Tyne Tees Tyne Tees Scotland Westcountry Ireland EARLY MORNING 4AM – 7AM BREAKFAST 7AM – 9AM LATE MORNING 9AM – 1PM AFTERNOON 1PM – 5PM EVENING 5PM – 8PM PRIMETIME 8PM – 10PM LATE NIGHT 11PM – 1AM GRAVEYARD 2AM – 4AM South North Yorkshire London CONFIDENTIAL
  11. 11. PLAYERS AUDIENCE DEMOGRAPHICS Among players, Flash has most viewers in their late twenties and Android has most viewers as teens. Also Flash has more viewing at late night and Android in late morning. Top GENDER 52% Top AGEGROUP 26-35 31% Top DAYPART Flash iPhone iPad Android 18-26 32% LATE NIGHT 11PM – 1AM 22% LATE MORNING 9AM – 1PM 18-26 27% 14-18 35% 14% PRIMETIME 8PM – 10PM 25% LATE MORNING 9AM – 1PM 65% 51% 68% 21% Source: Streamhub; 25th Oct - 25th Nov 2013 CONFIDENTIAL 11
  12. 12. Most dayparts are in line with the average viewing pattern of the show. The breakfast and graveyard shift show most departure from the average. DAYPART SEGMENTATION FOR THE MUSIC SOW: DAYPARTS VIEWING BEHAVIOR Flash 56% 35-45 Years 25% 77% Female EARLY MORNING 4AM – 7AM Flash iPhone 56% 42% 24-35 Years 34% 55% Male BREAKFAST 7AM – 9AM 24-35 Years 29% 74% 18-26 Years 36% 18-26 Years 39% 18-26 Years 37% 14-18 Years 41% 71% Female Female LATE MORNING 9AM – 1PM Flash 58% 69% Female AFTERNOON 1PM – 5PM Flash iPhone 60% 41% Female EVENING 5PM – 8PM 81% Female PRIMETIME 8PM – 10PM Flash 65% 79% LATE NIGHT 11PM – 1AM Flash 68% 14-18 Years 40% 52% Male GRAVEYARD 2AM – 4AM Source: Streamhub; 1st Apr - 30th Sep 2013 CONFIDENTIAL 12
  13. 13. SEGMENTATION BY PLAYERS: WEB USERS DRIVING THE LION’S SHARE 13 8 6 4 2 0 VIEWS (000s) BY PLAYERS* Flash iPhone iPad Android Smart TV 32 28 24 20 16 12 8 4 AVERAGE VIEWING TIME (MINS) BY PLAYERS 53 mins Flash iPhone iPad Android SmartTV Flash 56% iPhone 22% iPad 14% Android Flash, among players, contributes most to increase in views and viewing time. No specific player seems to be contributing to the decrease though. Among devices, SmartTV has much higher average viewing times than any other device, only followed by Flash distantly. 26% 35% 67% 50% 547% 18% (52%)** (27%)** (11%)** Source: Streamhub; * The dashed lines for each region represent the target number of views; ** Average among all 30 mins shows on the channel 7% (10%)** CONFIDENTIAL
  14. 14. APPENDIX: WHAT GIVES THE BEST ROI? LONG FORM vs SHORT FORM APPENDIX Short form has higher views but long form has almost 5 times more viewing time. Also given its nature, short form has a very high average completion. Short Form (212 videos) News and sports are the most popular in short form Long Form (52 Videos) 0.6M 0.8M 87% 0.6M 10.2M 2.0M 15.8 min 1.2 Total Views Viewing Time (mins) Average Viewing Time Average Completion Unique Viewers Views per Viewer Views per Visit News, Drama and Reality are the most viewed genres in long form 0.6M Total 53% 0.6M 0.2 2.6 min 1.1 0.8M Total Drama 0.1M News 0.2M Sports 0.07M Comedy 0.07M Reality 0.15M Family 0.04M Sci-Fi 0.06M Game Show 0.01M Talk Show 0.06M Music 0.08M 0.2 Drama 0.1M News 0.3M Sports 0.25M Comedy 0.05M Reality 0.1M Financial 0.1M General 0.2M EPL 0.1M Rugby 0.1M Cricket 0.05M Source: TV World, Streamhub; 2012-2013; M = Millions CONFIDENTIAL 14

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