Nielsen Total Audience Report for 2018-Q2

Average time spent w/ media in Q2:
1)
2018-Q2–10h 24m
2)
2018-Q1–11h 6m
3)
2017-Q4–10h 47m 
4)
2017-Q3–10h 30m


Average time spent w/ video:
1) 2018-Q2–5h 27m
2)
2018-Q1–5h 46m
3)
2017-Q4–5h 57m 
4)
2017-Q3–5h 24m


Average time spent w/ video by screen (% of total):
1) Live TV — 4h 25m (81%)
2) OTT/Connected TV — 0h 40m (12%)
3) Desktop/Laptop — 0h 10m (3%)
4) Smartphone — 0h 8m (3%)
5) Tablet — 0h 4m (1%)

Daily hours of usage by age group:
1)
18–34–8h 08m
2)
35–49–10h 35m
3)
50–64–11h 49m
4)
65+ — 11h 35m
5)
18+ — 10h 24m


Share of media consumption from live TV:
1)
18–34–25%
2)
35–49–35%
3)
50–64–48%
4)
65+ — 60%
5)
18+ — 42%

% change since 2010 in time spent with TV (h/t: @ballmatthew):
1) 18–24 — ↓ 59%
2)
12–17 — ↓ 57%
3)
25–34 — 45%
4)
2–11 — 40%
5)
35–49 — ↓ 23%
6)
2+ — ↓ 19%
7)
50–64 — ↓ 1%
8)
65+ — ↑ 7%


More #1: How Do American Families Have Time to Watch 8 Hours of TV Every Day?

More #2: Nielsen’s Q2 Audience Benchmark Shows How Connected Devices Are Reshaping Media

More #3: Truth, Trust and the Future of Nielsen

YouTube’s new ad product makes the case for vertical video

YouTube has joined the vertical video ad battle with groups such as Facebook, Instagram, Spotify, and Snapchat.

Snapchat pioneered the format back in 2014.

70% of YouTube watch time is on mobile.

Below is an example:


Flashback: With IGTV, Instagram is betting that people want longer vertical videos

More #1: One of the World’s Biggest YouTube Channels Just Got Sold

More #2: Not all popular YouTubers are raking in cash for their videos

More #3: YouTube: TV is our fastest-growing market

Facebook Watch video service launches worldwide


Usage of Facebook Watch via The Diffusion Group:
1)
Never — 74%
2)
Monthly — 3%
3)
Weekly — 12%
4)
Daily — 6%
5)
Other — 5%


Quick math:
1)
Facebook users in U.S. — 210M
2)
% of daily/weekly Facebook Watch users — 18%
3)
Total daily/weekly Facebook Watch users — 37.8M


Total time spent on Facebook Watch has grown 14X since January.

YoY ad revenue increase in Q2 according to Merkle:
1) Instagram — ↑ 177%
2) Facebook — ↑ 40%


Smart bet: Facebook has clearly figured out how to make money with Instagram. Think about the upside if they can do the same with CTV/OTT!

Flashback: With IGTV, Instagram is betting that people want longer vertical videos

User growth by year:
1)
2010–1M 
2)
2011–10M (↑ 900%)
3) 2012–50M (↑ 400%)
4) 2013–150M (↑ 200%)
5) 2014–300M (↑ 100%)
6) 2015–400M (↑ 33%)
7) 2016–600M (↑ 50%)
8) 2017–800M (↑ 33%)
9) 2018–1B (↑ 25%)


More #1: Facebook says social video watching will set it apart from Netflix and YouTube

More #2: The Impossible Job: Inside Facebook’s Struggle to Moderate Two Billion People

With IGTV, Instagram is betting that people want longer vertical videos

Big news: Instagram is launching a standalone video app that will allow creators to distribute long-form videos on the platform.

Video lengths on Instagram:
1) Old limit — 60s (15s for stories)
2) New limit — 60m
3)
Ideal size — 10m

The target audience includes celebrities/social media stars such as:
1) Kim Kardashian West
2) Selena Gomez
3) Kevin Hart
4) King Bach
5) Ninja

Why are they doing this? YouTube is the preferred video platform for Instagram celebrities due to its monetization options.

Let’s look at a social media star such as Lele Pons for an example.

Social media following:
1) Instagram — 25M followers
2) YouTube — 10M subscribers
3) Facebook — 4M likes


She drives fans directly to her YouTube channel from Instagram/Facebook.


84% of video views on YouTube come from social media stars like Lele Pons.


Watch #1: A good explainer video from TVREV.


Watch #2: A walkthrough via TechCrunch.


Why is this a big deal? Two primary reasons.

Reason #1: Instagram’s user base is still growing rapidly.

User growth by year:
1)
2010–1M 
2)
2011–10M (↑ 900%)
3) 2012–50M (↑ 400%)
4) 2013–150M (↑ 200%)
5) 2014–300M (↑ 100%)
6) 2015–400M (↑ 33%)
7) 2016–600M (↑ 50%)
8) 2017–800M (↑ 33%)
9) 2018–1B (↑ 25%)


Reason #2: Time spent on Instagram is about to catch Facebook.

Minutes per day:
1) Facebook — 58.5
2) Instagram — 53.2


More #1: Ten examples of brands already CRUSHING IT on IGTV with Vertical Video

More #2: YouTube to let creators monetize through channel memberships, merchandise, and premieres

More #3: Without Facebook, Instagram would be worth $100 billion, report says

Declining share of Americans would find it very hard to give up TV

% of Americans who say it would be “very hard” to give up the following according to Pew:
1)
Cellphone — 52%
2)
Internet — 50%
3)
Television — 31%
4)
Social media — 14%


% of Americans who say it would be “very hard” to give up television by age:
1)
18–29–16%
2)
65+ — 48%


More: For the First Time, Consumers Are More Likely to View Ads Online Than on TV

Time spent with media per day (% change):
1)
2017–9.68h
2)
2018–9.73h (↑ 0.5%)

Share of time spent with media:
1)
Online — 38%
2)
Linear TV — 37%
3)
Radio — 18%
4)
Print — 7%

More #1: 4 Reasons Why Digital Media Is Causing The Death Of Television

More #2: The cable bundle is bending. When does it break?

Twitter Announces 16 New Livestreaming Partners at Its First NewFronts Presentation

The plan is to stream live content 24/7.

More content. Twitter grew the total hours of content by 60% between Q4 and Q1.


16 additional sports, news and entertainment companies are going to start livestreaming on Twitter.

Bloomberg is launching a 24/7 ad-supported news network on Twitter.

This is continued momentum for Twitter following the announcement that they added 9m additional users in Q1.