Repository of Research and Data

Research reports, forecasting, and industry data will be referenced, and where possible summarized, on this web page.

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Market Share, Nielsen, 9/27/2012, Nielsen Blog, “August 2012: Top US Online Video Sites”

  • In August 2012, 164 million Americans watched online video.  They spent about seven hours of the month viewing content, streaming more than 27 billion videos. 
  • YouTube was the top online video destination, with more than four out of five of the total viewers streaming videos from their site.
  • YouTube’s streams accounted for more than half the total online video streams (17 billion) during the month.
  • Netflix viewers spent more than ten hours each over the course of August, followed by YouTube and Hulu averaging more than four hours per person on each site.

 Devices, NPD Research Group, 9/26/2012, Home Media Magazine, “TV Now Dominating Video Streaming”

  • The percentage of consumers reporting that the TV is their first choice for streaming video rose from 33% to 45% in Q2 2012, while the percentage of consumers using a PC as their primary viewing screen dropped from 48% to 31%.
  • At the halfway point of 2012, 12% of the installed base of home TVs in the US (or 29 million devices) were connected to the Internet, with 10% of all American households owning at least one connected TV.  Approximately 43% of connected-TV owners access online entertainment using the device.
  • 40% of connected users use Netflix, 12% use Hulu Plus and 4% use Vudu.
  • Because of the connected TV experience, nearly 20% of owners stopped using peripherals such as streaming media players, gaming consoles, and BD players to access streaming video. 

Market Share, NPD Research Group, 9/25/2012, Chicago Tribune, “Cable Outpaces iTunes for iVOD Movies”

  • Cable VOD accounted for nearly half of all iVOD transactions in the first half of 2012.  Apples digital storefront managed 8% share, less than Comcast (23%), Direct TV (14%) and Time Warner Cable (9%) drew individually.  Verizon had a 7% share.
  • Telco iVOD is growing faster year-over-year than the entire category, 24% to 15%.


Consumer Behavior, Nielsen, 9/25/2012, Bloomberg, “Nielsen Cuts 500,000 U.S. TV Homes on Census, Web Viewing”

  • The number of US TV households fell by 500,000 to 114.2 million (reflecting as of 8/27/12).
  • In May 2011, US TV households was dropped to 114.7 million, a 1% drop and the first decline since 1991.
  • In the past year, three of the four largest broadcast networks experienced drops in audiences ranging from 2% to more than 8%.

Cost of Streaming, IHS Screen Digest, 9/18/12, Home Media Magazine, “Delivery Costs of Streaming Video Could Undermine Wider Rollout”

  • To accommodate a mass-market audience, the content delivery network costs for OTT streaming services would have to fall by a factor of 25,000 just to reach parity with the most efficient broadcast technologies.
  • At current prices, it would cost 1.2 billion euros in CDN costs alone for OTT streaming to serve the population of the UK with the kind of high-definition viewing they are accustomed to.  For the same price, 5,000 linear channels could be broadcast, nearly ten times the number actually serving the UK today.

Netflix Growth, NPD, 9/17/12, Home Media Magazine, “On Qwikster Anniversary, Consumers Return to Netflix Watching Fewer Movies”

  • 25% of domestic households now use the Netflix service, while watching fewer movie disc rentals.
  • 12% of Netflix subscribers just rent physical discs; 30% opt for both discs and streaming; 58% of Netflix subs only stream content.
  • 80% of the Netflix streams between January and August 2012 were television shows.
  • 36% of Netflix subscribers view only movies, while 53% view both TV and movie content. 

Growth, Ernst & Young, 9/12/12, L.A. Times, “Media CEOs More Bullish on Technology Driving Growth”

  • About half of the 34 chiefs of media companies now predict that digital media will increase their companies’ revenues and profit margins by at least 10% within the next three years.
  • About four –fifths of the executives said tablets would have the greatest effect on media changes within the next three years, with smartphones close behind.
  • About two- thirds also identified emerging geographic markets as key to increasing revenue.
  • In 2008, television networks spent $33.4 billion producing TV content.  By last year, that grew to $38 billion.
  • E&Y projects that consumers by 2015 will download nearly 20 billion mobile apps a year.  Most people use three to five applications on a regular basis, while 20% of the 19-29 year olds use nearly 10 apps regularly. 
  • By 2015, digital media is expected to generate 21% of total revenue, up from 11% in 2011, for music, newspapers, books, magazines and home video.

Viewing Behavior, Nielsen, 9/11/12, Home Media Magazine, “More Cord-Cutting, More Time-Shifted Video Viewing”

  • During the first quarter of 2012, there were more than 11 million American TV households without any type of cable, satellite, or telecommunication service. Traditional TV viewing was down 2% year to year.
  • The average American household spent an average of 12 hours and nine minutes watching time-shifted TV during that quarter, up almost 13% year-over-year, and Americans overall spent an average of 35 hours each week watching video across all screens.
  • During Q1 2012 Americans spent an average of one hour and 38 minutes on gaming devices (and two hours and 48 minutes if they opened a Wii, Xbox 360 or PS3.  DVDs were used an hour and a half each week
  • More than 45% of homes have at least one gaming console.
  • More than 15% of American TV-owning homes also own a tablet.

Viewing Behavior, GFK, 9/10/12, DMW Media, “iPad Mini Announcement Will Be Much Bigger”

  • More than half of the Netflix subscribers studied, said that their Netflix subscription has no effect on their viewing programming from more traditional sources.
  • Singling out first run dramas, 22% of respondents said they watch more new episodes of dramas on scheduled TV than they did before getting Netflix, with 10% saying that they watch less.
  • 26% of respondents said that they watched more theatrical movies on scheduled TV since getting Netflix, compared to 16% who said they watched less.
  • New episodes of sitcoms and comedies, and reruns of both dramas and sitcom/comedies also followed the above pattern.
  • Respondents use the Netflix service to watch an average of 5.1 TV episodes and 3.5 movies each week.

Internet Access, Wistia, 9/8/12, Digital Trends, “Nearly One Fifth of the US Can’t Watch Online HD Video”

  • 17.9% of people watching videos in the US weren’t able to finish a high definition video stream without significant buffering.
  • Nearly 10% of those measured was watching video with an average download speed of 0-1 Mbps.
  • States like NY, NJ, Massachusetts, and Maryland only had 10-15% of people that didn’t have download speeds of at least 2Mbps.
  • In states like Illinois, Mississippi, New Mexico, Montana and Wyoming, the percentage of people with less than a 2Mbps download speed can reach up to 40%. 
  • Out of a sampling of 25 organizations (Internet companies, Universities, Fortune 500 companies, government organizations and technology companies), one quarter of the workforce of those organizations weren’t able to stream a high definition video without buffering.  Technology companies came in at the lowest rate with only 14% unable to stream HD video.  Universities were at 18%.  Internet companies and Fortune 500 companies had the highest percentage of people unable to stream in high definition – above 30% (possible, though, due to imposed caps on Internet speed).

Internet Access, TeleGeography, 9/5/12, TotalTele, “Global Internet Capacity Growth Slows”

  • International Internet bandwidth has reached 77 Tbps, but the growth rate over the past year slowed to 40%, the lowest rate in the past five years.
  • International Internet traffic grew 35% in 2012, down from 39% in 2011.  Peak traffic grew by 33%, well below the 2011 growth rate of 57%.

Consumer Behavior, NPD, 9/5/12, Electronic House, “Online Video on TV Rises, But There’s Room For More”

  • 18% of consumers are accessing online content over their TVs (in a study spanning 13 countries).
  • 25% of consumers surveyed said they view online content on their TV several times a week.
  • 30% of those who said they don’t currently watch Internet video on TV responded that they don’t because they don’t have the necessary equipment.
  • Daily usage of TVs to view Internet video is less than 30% among all regions looked at, but growth is most aggressive in China.

 Consumer Behavior, CRTC, 9/4/12, Hollywood Reporter, “Netflix Drives Higher Internet TV Viewing By Canadians”

  • The average online user viewed 2.8 hours of Internet TV per week in 2011, up from 2.4 hours in 2010 – mainly on computers, followed by smartphones and tablet viewing, and then by TV sets attached to the Internet.
  • Subscriptions for Netflix Canada climbed from 6% in the Spring of 2011 to 10% in the Fall of 2011.

 Devices, Quixel Research, 9/4/12, USA Today, “Survey Finds Broad Interest in Apple TV”

  •  88% of current Apple customers would be interested in buying an Apple television.  Among non-Apple owners, 80% of flat panel TV owners say they be extremely, very, or somewhat interested in an Apple TV.
  • Apple TV features of most interest to Apple owners:  Wi-Fi (80%), cloud storage (73%), synching (67%); lease interest:  Siri-like voice command, gesture control, and 3D.
  • Nearly 80% use a “second screen” while watching TV, most commonly laptops not connected to the TV.  Apple owners are more likely to use smartphones (87%) and tablets (66%).

 Consumer Behavior, Google/Ipsos/Sterling Brands, 8/29/12, TechCrunch, “If Content is King, Multiscreen is the Queen”

  • Users are watching TV screens on average of 43 minutes per session, but 77% of the time they are simultaneously using another device like a smartphone (49% of the time) or a tablet.
  • Smartphones are used 17 minutes per session; tablets 30 minutes; and PCs 39 minutes per session.
  • Smartphones are the most common starting lace for online activities.  56% of online videos are started on a smartphone, while 48% are continued onto a PC and 8% are continued onto a tablet.

 Consumer Behavior, Frank N Magid Associates, 8/28/12, Home Media Magazine, “Connected-TV Users Prefer Ad-Supported Over Subscription, PPV”

  •  About 60% of connected TV consumers said they would opt for free, ad-supported content; 50% of people streaming movies said they would opt for free, ad-supported content.
  • More than 42% of respondents favored watching 15-30 second ads before an online TV show compared to 38% who preferred ad-free content via subscription or VOD.
  • 42% of respondents watching online movies prefer SVOD compared to 38% preferring ad spots.
  • More than 45% of users connect their TVs to the Internet via multiple devices and 55% use a standalone game console, 34% use a Blu-ray plaer, 28% use a smart TV, and 25% use a media player/set-top box.
  • About 31% of respondents stream movies from the Internet several times each month compared to 23% on a daily basis and 19% once/week.  For TV shows, 29% stream episodic programming several times/month compared to 25% daily and 16% once a week.
  • Connected TVs are used to watch TV shows and movies “to relax” 48% of the time and when “there is nothing on TV” 49% of the time, to catch up on missed episodes (43% of the time) and to watch a specific movie (40% of the time).
  • The living room is the primary location of the connected TV (52%), followed by a bedroom (47%) and in the family room (29%),
  • More than 75% of respondents use apps more than 50% of the time to view content, the most popular being Netflix and YouTube with Hulu and Amazon Instant Video a distant third and fourth.
  • Roughly 30% of Internet-connected homes have some form of connected TV, with 59% watching short-form video and 44% streaming TV shows.

Consumer Behavior,, 8/20/12,, “Men Favor Computers Over Television for Entertainment”

  • Half of respondents (males in US, UK, Australia and Canada) spent the most of their non-working time with a computer.  This is more than double the number (24%) that spent more time on a television and 21% on smartphones.  For ipads/tablets, the number falls to 5%.
  • Thirteen percent said they stream tv shows or movies on connected console devices (13%) and 31% use their consoles to watch DVDs or Blu-ray discs.  (31% use their consoles strictly for gaming, and 22% do not own a console.)

Consumer Behavior, NPD, 8/8/12, Home Media Magazine, “Rental Discs Still Preferred Over Digital”

  • Rentals of DVDs and Blu-ray discs accounted for 62% of movie rental orders during the first half of 2012, compared with 38% for digital movie rentals (such as subscription VOD streaming and transactional VOD on premium TV and the Internet).
  • Digital rentals increased 5% in the first half of the year. 
  • 80% of Netflix rentals are for TV shows.
  • Overall, movies account for 66% of digital rentals.
  • Transactional VOD on cable, satellite TV and telecomm operators accounted for 28% of digital orders, while transactional VOD on the Internet accounted for 6%.

Consumer behavior, Pew Internet and American Life Project, 8/13/12,, "Boomers' Affinities Rooted in Practical Web"

  •  US consumers who go online in a typical day by age: 18-29 - 84.4%, 30-49 - 78.3%, 50-64 - 58.5%
  •  42.6% of boomers who have mobile phones are mobile Internet users, while 60% of those 32-47 are.

Consumer behavior, Nielsen, 8/6/2012,, "Don't Ignore Boomers - The Most Valuable Generation"

- there are 80 million by boomers, born between 1946 and 1964

  • in five years, half of the US population will be 50+
  • boomers represent 33% of all Internet users and 33% of all social media and Twitter users.
  • 33% of boomers are heavy internet users. 

Devices, Research Into Action, 8/6/2012, Home Media Magazine, "Streamers Buying Connected Blu-ray Disc Players"

  •  28% of California respondents (Jan/Feb 2012) said the bought a Blu-ray player, while 33% said they recently bought a game console
  • about 15% said they bought Apple TV, Google TV or Roku.
  • while 75% of respondents chose either a game console, Blu-ray player or media player to stream video content, few reported buying these products for the purpose of streaming to a TV
  • streaming media device buyers are younger (avg 45 yrs) than non-streamers (53 yrs)
  • streaming media device buyers have higher annual incomes (56% reported above $60,000) compared with 34% of non-buyers.

International, Data Canter of China Internet, 8/6/2012,, "Banking on China's Secular Online Video Market"

  • as of June 2012, China has over 350 online video viewers, or 40 million more than the entire US population
  • more than 40% of online viewers spend at least 20 hours per week on PC, while only 21% of these same viewers spend at least 20 hours per week on TV.  On tablets, the percentage is 20, and 17% for smartphones. 

Devices, Nielsen, 8/2/12, MediaPost, "Internet-enabled TV On The Rise"

  • IPTV-enabled TV viewing is now 5% of IPTV enabled homes' TV viewing in Feb 2012, up from 2% in November 2011.
  • as of February 2012, 10.4% of all TV homes had a IPTV compared to 4.7% a year prior 

Consumer Spending 2012 First Half, DEG, 7/29/12, Home Media Magazine, “Blu-ray, Digital Keep 2012 First-Half Consumer Spending Positive”

  • Consumer spending on home entertainment increased 1.4% during the first six months of 2012, from to $8.4 billion from $8.3 billion.
  • Digital distribution, including EST, transactional VOD and subscription VOD, grew more than 77% to $2.4 billion, compared to $1.3 billion the prior year.
  • EST increased nearly 22% to $329 million compared to $270 million the prior year.  Transactional VOD was up 11.6% to $983 million compared to $881 million in the first half of 2011.  Subscription VOD was $1.1 billion, up 430% from $208 million last year.
  • Ultraviolet surpassed 4 million household accounts.

Viewing Behavior, Harris Interactive, 7/19/12, Home Media Magazine, “Smart-TV Owners Prefer Netflix, You Tube”

  •  Three quarter of non-smart TV owners said they aren’t that familiar (39%) or not at all familiar (33%) with smart TVs or Internet-connected TVs.
  • 7% of those unfamiliar with smart TVs are likely to purchase one in the next 12 months, vs 29% of non-smart TV owners familiar with the device likely to purchase one in the next 12 months.
  • The five most popular apps among smart-TV owners, in order:  Netflix, YouTube, Amazon Instant, Facebook and Pandora.

Netflix Growth, Netflix, 7/24/12, Washington Post, “Breakdown of Netflix’s subscribers as of June 30”

  • Streaming:
    •  23.9 million subscribers in US, gain of 528,000 in Q2.
    • 3.6 million outside the U.S., gain of 559,000
    • 27.6 million total, gain of 1.1 million

Viewing Behavior, The Diffusion Group, 7/17/12, Home Media Magazine, “Cloud-Based Media Acceptance on the Rise”

  • More than 50% of adult broadband users are showing an interest in cloud-based media services
  • Less than 10% of consumers are presently using cloud media apps
  • Users of cloud-based services tend to skew younger.

Devices, Parks Associates, 7/17/12,, “Smart TVs in a Pay-TV World”

  • The percentage of US smart-TV owners who use this Internet-connected device to watch online video increased by 30% in six months, and from 40% in 2010 to 56% today.
  • The number of Internet-connectable TVs shipped will jump from less than 1% in 2008 to over 45% in 2012.
  • 75% of US smart-TV owners who connect their set to the Internet watch on-demand online movies at least monthly, versus 57% in 2011.
  • 71% watch online TV shows at least monthly, versus 51% in 2011.
  • On a near-daily basis, 30% watch movies and 32% watch TV shows.

Viewing Behavior, Nielsen, 7/12/12, Nielsenwire, “Netflix Users Streaming More TV”

  • 19% of respondents prefer to use Netflix for TV or TV-like programming, up 8% from 2011.
  • Subscribers mainly streaming movies dipped from 53% in 2011 to 47% in 2012.
  • Netflix users that prefer to watch both movies and TV shows equally remained flat – 36% in 2011 and 35% in 2012.

Devices (forecast), IHS, 7/10/12, Telecompetitor, “Tablets, Game Systems, PCs to Supplant the Set Top Box by 2016”

  • By 2015, PCs, smartphones, and other multiscreen devices will make up 49% of all devices that view television content, up from 18% in 2011.
  • Set Top Box market share during the same period will decline to 51% from 82% in 2011.
  • The installed base of pay-TV STBs will total 321.7 million units in 2015, up 17% from 274.5 million in 2011.
  • The number of multiscreen devices actively receiving pay-TV services will grow to 310.1 million, up more than 400% from 60.1 million in 2011.

Devices, NPD, 7/3/12, Telecompetitor, “Media Tablets to Surpass Notebook PC in 2016

  • Media tablet shipments will surpass those of notebook computers come 2016.
  • Shipments of mobile PCs will increase from 347 million units in 2012 to more than 809 million by 2017.
  • Notebook PCs will increase from 121 million units in 2012 to 416 million by 2017 (a 28% CAGR).
  • Tablet PC sales will grow from 121 million units to 416 million units during the same period.
  • Media tablet shipment for the five year period in developing markets will account for 66% of the 2012 total and hold the 50% range through 2017, with mature market tablet shipments increasing from 80 million units in 2012 to 254 million by 2017.
  • Notebook PC market share will decline from 60% of shipments in 2012 to 49% by 2017.

Devices, NPD, 6/27/12, Home Media Magazine, “TV Still the Preferred Choice to Watch Video”

  • More than 70% of consumers (internationally) said that they have watched video content on devices other than the television.
  • Use of tables for watching TV and video content more than doubled in 14 regional markets throughout the world.
  • Tablet use for video consumption in the US topped 10%, up from less than 4% in 2011.  China has the highest market for tablet video consumption at nearly 35% compared to 20% last year.
  • Fewer TVs have been replaced in 2012 than in 2011.

 Digital Consumption Growth (forecast), PWC, 6/12/12, M&E Daily, “Entertainment and Media Reaches ‘End of the Digital Beginning’”

  • Digital media and entertainment goods and services (from broadband and mobile Internet access to streaming videos and eBooks) will comprise 31.5% of all entertainment and media spending among US consumers and end users by 2016, up from 21.7% in 2011.
  • Global entertainment and media spending will rise from $1.6 trillion in 2011 to $2.1 trillion by 2.16.


Digital Consumption Growth (forecast), PWC, 6/12/12, M&E Daily, “Entertainment and Media Reaches ‘End of the Digital Beginning’”

  • Digital media and entertainment goods and services (from broadband and mobile Internet access to streaming videos and eBooks) will comprise 31.5% of all entertainment and media spending among US consumers and end users by 2016, up from 21.7% in 2011.
  • Global entertainment and media spending will rise from $1.6 trillion in 2011 to $2.1 trillion by 2.16.

Viewing Behavior, Coalition for Innovative Media Measurement and comScore, 6/12/12, Rapid TV News, “TV-Online Multitasking Reaches 60% Penetration”

  • Multiscreen TV users tend to overall consume more content than living-room only watchers.
  • 90% of consumers watch TV on a traditional set, 12% use online video, and 60% watch TV while engaging with online content (video or other) at the same time.

Tablet Usage, comScore, 6/11/12, Advanced Television, “1 in 4 Tablet Owners Pay for Content”

  • 1 in 4 smartphone owners used tablets during the three month period ending April 2012, and increase of 13.9 percentage points in the past year.
  • Tablet users are three times more likely to watch video on their device compared to smartphone users.
  • In April 2012, 16.5% of mobile phone subscribers used a tablet, an increase of 11.8 percentage points in the past year.
  • 10.4% of feature phone owners use a tablet.
  • More than half of tablet users watched video and or TV content on their device in April 2012, compared to 20% of the smartphone audience.
  • 18.9% of tablet users watch video content at least once/week and 9.5% watch video nearly every day on their device.
  •  Of those viewing video at least once during the month, 26.7% paid to watch content.

Devices (forecast), Ericsson, 6/7/12, DMWMedia, “Mobile Data Traffic To Grow 15 Times By 2012”

  •  PC and tablet mobile subscriptions will almost close the gap with the number of fixed broadband subscriptions by 2017, and for many people around the world the mobile phone will be the only means of accessing the Internet.
  •  85% of the world’s population will be covered by high-speed mobile Internet by 2017.
  •  There were 6 billion mobile subscribers at the end of 2011, and there will be nearly 9 billion in five more years.
  • Total mobile data traffic doubled between Q1 2011 and Q1 2012, driven mainly by video.  This trend is forecasted to continue, with mobile traffic growing by 15 times between 2011 and 2012.

Retail Market Share, IHS Screen Digest, 6/1/12, PaidContent, “Netflix Beats Apple as No. 1 Online Movie Supplier”


Devices, Strategy Analytics, 5/15/12, Home Media Magazine, “Internet Video Drives Smart TV Usage in the U.S., But Not In Europe”

  •  Sales of connected TVs are projected to exceed 200 million units in 2012.
  • ·In the US, 34% of all smart TV owners are connecting at least once/week, and by far the most popular application is Netflix.  Another 33% connect to the Internet through the TV less than once a week, 12% no longer connect, and 22% never established Internet connectivity.
  • In Europe, 48% of smart TV owners are not using the connected capabilities of their TV at all.  About 33% never set up the device online in the first place, and the remainder set it up initially but stopped using it.  Less than 10% of all European smart TV owners are using the connected capabilities regularly.

Devices, CEA, 5/14/2012, Twice, “Consumers Still Prefer TVs”

  • 34% of US adults online said they watch more video content today than they did a year ago, and viewing television programming is up 28%, with consumers citing convenience and the appeal/variety of programming as the top factors.
  • Viewing content on portable devices has also increased, with 40% watching more on those devices than a year ago.
  • 66% of consumers who are watching video content on television are simultaneously using other CE devices.  This behavior is more prevalent among younger consumers – 85% of 18-24 year olds and 70% of 25-34 year olds multitask with another device while watching video on a television.
  • US adults online report watching some type of video content an average of 3.2 hours a day, five days a week.
  • HDTVs are the most prevalent device for video watching (66%), followed by laptops (62%) and desktops (55%), smartphones (33%), and tablets (17%).
  • Among consumers using televisions to watch video content, 47% also use their sets for other purposes – 34% to listen to music and 21% to listen to audio.
  • Consumers younger than 25 rely on their TVs more for music, social media, going to the web and communicating.
  • Consumers with Internet enabled televisions use their displays in a number of ways:  47% listen to music; 28% for social media; 26% to surf the web; and 23% view photos.
  • 48% of consumers planning to purchase a TV in the next 12 months will be replacing an aging, obsolete, or broken set.  However, 51% desire improved picture quality and larger screen sizes.  Nearly 25% of consumer with intention to purchase a TV over the next year expect to buy a 3DTV and 25% plan to purchase an Internet-enabled TV.

Consumer Behavior, CE Pro, 5/18/12, CEPro, “Despite Wireless World, Integrators Installing More Cat Cable”

  • Among respondents to a CEPro Flash Survey, 31% indicated that Cat 5/6/7 cable runs per household have “increased significantly” in the past five years, and 34% say category cabling has “increased somewhat”.  Only 21% indicated a decline in Cat cable over the past five years.
  • Only 12% of responding dealers said coaxial cable runs per household have increased over the past five years and 49% have seen a decrease in coaxial cable runs per household and 17% indicating coax installations have decreased “significantly”.
  • 10% predict Cat 7 to be a standard within two years, while 19% say it won’t happen in the next 15 years. 

Devices, Nielsen, 5/7/12, NielsenWire, “America’s New Mobile Majority: A Look at Smartphone Owners in the U.S.”

  • In March 2012, a majority (50.4%) of US mobile subscribes owned smartphones, up from 47.8% in December 2011.
  • Among smartphone owners, Apple was the top manufacturer of smartphone headsets, while Android was the top smartphone OS.
  • Smartphone OS share:  Android 48.5%, iOS 32%, RIM Blackberry 11.6%. Windows Mobile 4.1%, Windows Phone 1.7%, Other 2.1%.
  • 50.9% of female mobile subscribers carried smartphones in March 2012, compared to 50.1% for men.
  • Asian Americans lead smartphone adoption with 67.3% using a smartphone as their primary mobile handset.
  • Almost three in five Hispanic mobile subscribers use smartphones and a majority of African-Americans own smartphones.

Devices, Freewheel, 5/10/12, All Things HD, “Microsoft’s Sneaky Success: The Xbox is the Most Popular Video Player in the U.S.”

  • % of total video views on non-PC/Mac devices (Q1 2012): 28.2% Xbox; 27.1% iPad; 19.4% iPhone; 15.2% Android; 10.1% iPod/iPod Touch (Caution: This only includes “professional content that is ad-supported.  It doesn’t include YouTube, Netflix, Amazon, etc – but does include Hulu, Vevo, etc.)

Devices, Jupiter Research, 5/8/12, Home Media Magazine, “240M Smartphone Users to Stream TV by 2014”

  • About 240 million smartphone users globally will stream Internet-connected television programming by 2014.
  • TV Everywhere platforms will retain and lure new customers from alternative Internet VOD subscription services. 

Consumer Behavior, Nielsen, 5/3/12, Cnet, “TV Is Far From Dead”

  • The average American watches almost five hour of video each day.
  • 98% of the above viewing is viewed on a television set.
  • Watching traditional TV shows, both live and time-shifted, accounts for more than 33 hours of viewing per week.
  • The above numbers dropped slightly vs a year ago.
  • Game consoles are found in 45% of homes, a  3% gain over last year.
  • Two thirds of game consoles in homes are now connected to the Internet.
  • Around 33.5 million mobile phone users now watch video on these devices, a gain of 35.7% from last year.

Q1-2012 Spending, Digital Entertainment Group, 4/19/12, Home Media Magazine “First Quarter Spending Continued to Level in Q1”

  • Overall consumer spending on rental & sellthrough of packaged and digital media – up 2.5% for Q1 2012 to $4.45 billion
  • Blu-ray sales jumped 23% for the quarter.  Catalog BD was up 27%, and TV-on-BD was up 54%
  • Total  household penetration of Blu-ray devices – 40.8 million
  • Total spending on sellthrough (packaged and digital) was up less than 1% to $2,22 billion.
  • Ultraviolet grew to 2 million subscribers in Q2
  • EST up 1% to $165 million
  • VOD up 7% to $505 million
  • Subscription streaming up 5% to $548.6 million
  • Total digital spending, including VOD, EST and streaming grew 74% to $1.26 billion

Streaming, Bernstein’s Research, 4/12/12 (Time) “Online Streaming Cannibalizes Traditional Television Sometimes”

  • Netflix streamers watch as much traditional television as non-streamers
  • Netflix streaming made consumers much less likely to watch repeats of shows in off-net syndication

Netflix Growth, Sandvine Global Internet Phenomena Report, 4/25/12 (TeleCrunch) “Netflix Streaming Traffic Grew 30% in Last Six Months”

  • Netflix share of overall downstream bandwidth usage during peak hours = 33% (#1)
  • YouTube share of overall downstream bandwidth usage during peak hours = 13.8% (#2)
  • YouTube is the largest single source of mobile video traffic – between 12 and 25% of network data at any give time.

Online Viewing, Accenture, 4/17/12 (Broadcast & Cable) “Most Consumers Willing To Pay For Online Viewing

  • 69% of those surveyed were prepared to pay a subscription fee to watch video over the web and 45% said they are already doing so.
  • 49% would pay $5-$10, 41% under $5, and 10% more than $10.
  • For viewing full-length videos or tv series, 72% prefer the tv set, 41% a laptop, 25% a tablet, and 12% on a smartphone.

Devices, Viacom, 4/18/2012 (Home Media Magazine) “Tablets #2 to Viewing Episodic Programming on TV”

  • 15% of full length tv show viewing occurs on a tablet
  • 62% of respondents use tablet daily
  • Tablet is used on average 2.4 hours/day
  • 85% of tablet use is personal; 77% is alone; 74% is at home
  • Most media activities on the tablet, such as playing games and watching TV shows, peaked with the 18-24 year-old demographic
  • Among consumers who subscribe to cable and satellite, about 50% have downloaded apps required to stream repurposed TV programming. These consumers spend 20% more time on a tablet than do non-app users.

Second Screen, 4/17/12 (Digital Media Wire) “Online While Watching TV Has No Age Limit”

  • 65% of respondents aged 55-64 browse the web or test with friends while watching television
  • 49% of respondents over 65 on online when they are watching television and 30% are texting.

Consumer Engagement, Harris Interactive, April 2012 (Hollywood Reporter) “TV Viewers Will Follow Shows, Celebrities and Brands Online”

  • 53% of US adults 18 and older said that if their favorite celebrity announced that they were starring in or launching an online video or Web series, they would check it out.
  • 58% said that if their favorite TV show posted exclusive vide online, they would watch it.
  • 46% said that if an online video mentions a new product or brand, they’re likely to look that brand up afterwards.
  • 47% of those 55 and older say they are interested in exclusive content from their favorite TV shows, compared to 69% of those between 18 and 34. 
  • 44% of women 44 and older are more likely to look up branding after seeing it on an online video compared to 34% of men in the same demographic.
  • 63% of adult say they look at online content while watching TV.  Of those viewers, 27% look at related show content online while the TV is on compared to 48% who are surfing the web on unrelated matters.

Devices, Parks Association, April 2012 (Home Media Magazine) “25% of Video Watching Occurs Away From the TV”

  • More than 25% of video consumption in broadband-connected homes in the US occurs on consumer electronic devices other than the television.
  • The average broadband user watches 36 minutes of video on a tablet each week, with another 25% of video consumption on a mobile phone.
  • One third of US broadband households streamed a television show in the past 30 days.

Devices, Leichtman Research Group, April 2012 (Home Media Magazine) “38% of US Households Have Connected TVs”

  • Nearly one in four households in the United States has at least one television connected to the Internet directly or via a video game system, BD player, Apple TV, Roku box, or other device.
  • Household connected TV penetration is up 8% from 30% penetration in 2011 and 25% penetration in 2010.
  • Primary conduits remain the game consoles at 28%, with 4% connected through web-enabled televisions and just 1% through other devices such as Apple TV and the Roku box.
  • 13% of all respondents watch video from the Internet via a connected device at least weekly, compared to 10% last year and 5% two years ago.
  • 35% of Netflix subscribers watch video from connected devices weekly, compared to 5% weekly use among non-Netflix subscribers
  • 16% of all adults use Netflix streaming weekly, compared with 12% last year and 4% two years ago.
  • Nearly 80% of Netflix viewers watch on a TV set, and 59% of this group access Netflix through a game console.
  • About 13% of Netflix subscribers would consider reducing spending on multichannel video service because of Netflix, compared to 21% last year.
  • 16% of all adults watch full-length TV shows online at least weekly, compared with 12% last year and 10% three years ago.
  • Among all mobile phone users, 19% watch video on their phones weekly compared to 15% last year and 6% three years ago.
  • 9% of all adults watch video on a tablet/iPad compared to 2% last year.

Devices - Forecast, Gartner, April 2012 (TWICE) “119 Million Tablets To Ship This Year”

  • 118.9 million media tables will sell in 2012, a 98% increase over 2011
  • Apple will continue to dominate with a 61.4% share.  Androids will have a 31.9% share.  Windows 8 devices will account for 4% (but will grow to 11.8% in 2016).

Pay-TV Subscriptions, NPD, April 2012 (Home Media Magazine) “Pay-TV Bills Rising Exponentially”

  • The average monthly pay-TV bill is projected to top $200 by 2020, up 132% from $86/month in 2011.
  • The average monthly pay-TV bill is projected to reach $123 by 2015.
  • 16% of domestic households currently do not subscribe to pay-TV channels, a percentage that has increased with 5 million fewer households opting for premium channels.
  • The primary reason cable households are downsizing pay-TV channels remains due to the economy and not necessarily due to SVOD.
  • 59% of pay-TV subscribers prefer having one single provider of their TV services. 
  • Only 20% of pay-TV subscribers were likely to cancel their pay-TV service if they could get their favorite shows online.

Delivery Models, Convergence Consulting Group (MESA) “Streaming Subscription Services Poised for Biggest Gain in Share of US Video Rental Market”

  • Online subscription services claimed 13% of the US rental market for movies and TV programs in 2011.  This is projected to increase to 25% in 2012.
  • Transactional VOD services from cable and satellite companies will claim 21% of the market in 2012 (unchanged from 2011), while Internet-based transactional VOD will grow modestly in share from 3% in 2011 to 4% in 2012.
  • More than 1 million pay-TV subscribers canceled their service in 2011.  By the end of 2012, US cord cutters are projected to represent an audience segment 3.58 million strong.

 Industry Growth Forecast, IHS Screen Digest, 3/22/12 (Bloomberg), “Online Film Viewing in US to Top Discs in 2012”

  • Online movie viewing in the US will exceed DVD and Blu-ray use for the first time this year (2012).
  • Legal online viewing of films will more than double to 3.4 billion this year from 1.4 billion in 2011.  Physical viewing of DVDs and Blu-ray discs will shrink to 2.4 billion from 2.6 billion.
  • Unlimited streaming subscription plans accounted for 94% of all paid online movie consumption in US in 2011.
  • Consumers paid an average of 51c for every movie consumed online, compared with $4.72 for physically purchased videos.

Netflix Growth (Canada), CBS News, 3/21/2012 (Home Media Magazine) “Ten Percent of Canadians Use Netflix”

  • 10% of Canadians subscribe to Netflix while they continue to pay for cable/satellite service.
  • The average Netflix subscriber streams 5.6 hours of content/week.
  • The average Netflix subscriber watches 13 hours of television/week, compared to the non-Netflix   subscriber who watches 15.8 hours.
  • 74% of Netflix streamers are watching on a television, 15% on a computer, 3% on a tablet and 2% on a mobile phone.

Consumer Behavior, Citi Investment, 3/19/2012 (Home Media Magazine) “Netflix Subs Not Sharing On Social Media”

  • More than 71% of survey respondents said they had no interest in sharing their rental habits with Facebook friends.  Only 5% were very or extremely interested.

Consumer Behavior, Nielsen, 3/15/2012 “American and European Tablet Owners More Comfortable Paying For Content”

  • Most U.S. tablet owners have paid for downloaded music (62%) and books (58%) for usage on their device. Approximately half have paid for movies (51%).
  • News is the top content category among the European tablet owners surveyed: 44 percent of tablet owners in Italy, 19 percent of tablet owners in the UK, and 15 percent of tablet owners in Germany say they have paid for tablet news content.
  • Among the European countries, Italians are the most willing to pay for media content on their tablet. 

Devices, NPD Group, 3/13/2012 (Gigaom) “1 in 4 Smart Phones Sold in Q4 Had 4G Connectivity”

  •  The number of smart phones sold that are embedded with mobile broadband connectivity grew to 35% in Q4 2011 from 6% at the end of 2010.
  • Smart phone penetration reached 44% in the US in 2011.

IPTV Market Growth (Global), TechNavio, 3/13/12

  •       Global IPTV forecasted to grow at a CAGR of 22.2% from 2011 to 2015

Ultraviolet Growth, IHS (formerly Screen Digest), 2/22/12 (Home Media Magazine)

  • Consumers purchasing new release movies on Ultraviolet have redeemed digital rights to more than one million copies.
  • 50,000 Ultraviolet accounts have been opened since CES 2012
  • 80,000 UV accounts have been opened since launch in October 2011
  • Each UV account has accessed digital rights to 1.25 titles
  • Consumer rent digitally three times more than they buy digitally in the US.
  • In 2011, digital rentals approached 63 million units compared with 19.1 million digital purchases.

Pay TV/VOD, NPD, 2/16/2012

  • iVOD users’ viewing of TV shows, news, and sports on Pay TV dropped 12% in 12 months ending August 2011.
  • Paid movie rentals via VOD = $1.3 billion in 2011
  • Internet VOD reached 204 million.
  • 40 million users (15% of US consumers 13+ old) used pay-TV VOD services from a cable/satellite/fiber optics provider in 12 months ending August 2011; iVOD – 7 million.

Second Screen, Chadwick Martin Bailey, 2/17/2012

  • More than 54% of consumers have tried alternatives to traditional TV (such as Apple TV,Netflix, etc), with 16% of those studied saying they are likely to reduce their level of pay TV in the next year.
  • 63% of people who recently watched TV on a tablet, did so while they had access to similar content on a television.

Web Viewing, Parks Associates, 2/14/2012

  • Internet connected video players were in 13% of broadband homes in 2011.
  • 14 million media players are projected to sell in 2012
  • 31% of US broadband households  regularly watch movies and TV shows on the Internet.
  •  Apple generated 2.8 million units sold in 2011.
  •  Roku sold 1.5 million units in 2011, taking total sales to 2.5 million units.

The U.S. Digital Consumer, Nielsen, 2/23/12

  •        Americans 18-34 make up 23% of the US population
  •        Americans 18-34 represent 27% of consumers watching online video
  •        Americans 18-34 represent 33% of consumers owning tablets
  •        Americans 18-34 represent 39% of consumers using smartphones
  •        51% of US television viewers are female; 53% of US online video viewers are female

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