Adobe Digital Index Q1 2016 Digital Video Benchmark Report

DIGITAL VIDEO BENCHMARK REPORT ADOBE DIGITAL INDEX Q1 2016

2 ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

Table of contents 03 Key insights

04 Most TVE viewing occurs in one location – even on mobile

05 TVE viewers use several devices in a single location 06 TVE authenticated video viewing maintains growth 07 Android and iOS continue seeing higher TVE

viewing frequency

08 Share of authentications via TV connected devices on the rise

09 Device usage remains constant since Q4 2015

10 Methodology

11 Glossary

TVE viewers not as ‘on-the-go’ as originally thought •  71% of all TVE viewers watch from one location •  72% of mobile TVE viewers watch from one location

•  Highly engaged, strong and addressable audience from a single location

Consumers are watching more content on mobile devices •  Android and iOS continue to see higher viewing frequency (both up 8% YoY) •  Connected TV device frequency viewing (Apple TV, Roku, gaming consoles, etc.) remained fairly stagnant YoY

TVE video viewing on the rise •  TVE video viewing grew 107% YoY and 58% QoQ

Key insights


Most TVE Viewing Occurs in One Location – Even on Mobile

4

•  71% of TVE viewers watch from one location, indicating a captivated addressable audience and minimal ‘on-the-go’ behavior

ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

•  Mobile viewing historically also considered ‘on-the-go’, but 72% of mobile TVE users only watch from one location

TVE Viewers Use Several Devices in a Single Location

5

Disparate devices indicate an opportunity for a single location-based authentication

system to improve TVE viewer experience


TVE Authenticated Video Viewing Maintains Growth

6

•  TVE authenticated viewing up 107% YoY and 58% QoQ, respectively

•  Strong growth of authenticated viewing continued in Q1 due to sports and TV show premieres

•  Seasonal TVE dip typically occurs in the early summer months


7

•  Frequency on TV Connected Device viewing remained fairly stagnant YoY -  Consumers haven’t changed

viewing behavior

•  Android and iOS viewing frequency have each grown 8% YoY

Android and iOS Continue Seeing Higher TVE Viewing Frequency


8

•  iOS share of TVE authentications continued to fall, down 22% YoY

•  TV Connected Devices, Browsers, and Android all experienced YoY growth (15%, 21%, and 13% change, respectively) – indicating more video viewing sessions are being started

Share of Authentications via TV Connected Devices on the Rise


Device Usage Remains Constant Since Q4 2015

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•  Device shares changed very little in Q1

•  Lack of new and disruptive technologies are leading people to watch videos on the same devices as before


Methodology

Based on consumer video viewing from January 1, 2015 through March 31, 2016. It consists of the aggregated and anonymous site data from Adobe Analytics and Adobe Primetime. No personally identifiable information used to generate this report; Adobe does not know the personal identity of those viewing digital videos. Sample information includes:

•  1.2 billion TV Everywhere (TVE) authentications in North America

•  300+ different sites and apps acting as access points for TVE

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•  Viewing frequency: Video start per unique viewer •  Authenticated video: Video content that requires credentials from multichannel video programming

distributor (MVPD) •  Monthly unique visitor: Total number of unique visitors for the month •  Access types:

–  Browser includes Chrome, IE, Firefox, and Safari on both PC and mobile devices –  iOS app is an app on any Apple mobile device –  Android app is an app located on any Android mobile device –  Gaming console and OTT includes data from apps on Xbox, PS4, Apple TV, Roku, Amazon Fire TV,

and other similar devices

Glossary

Marketing

Adobe Digital Index Q1 2016 Digital Video Benchmark Report