Thursday, January 30, 2014

Live from #MediaInsight: HBO Cross-Platform Media Insights

Jason Platt Zolov, Director, Market Research, HBO explains how multi-platform feeds the addiction that is HBO


HBO is now a truly multi platform experience, but traditional, planned viewing is still the most popular - a set schedule matters, even for cross platform viewers.  

HBO looks at every week as an event - having a set schedule helps to fuel premiere night anticipation.  HBO GO and On Demand helps to drive viewers back to premiere night.

Users of more HBO platforms are more loyal to HBO overall. 

HBO uses a mix of primary and secondary research to get a full picture - from measuring awareness and perceptions of platforms like HBO GO to learning which specific titles are most popular on each platform.  

A big question is whether Sunday night still matters.  While the word is spreading that time shifting has diminished the importance of Sunday, it's still a huge night for HBO.  

Netflix is setting the bar for devices (Apple TV, Chromecast, Roku, etc.) and HBO is right there.  The experience changes depending on the device, and HBO needs to account for that. 

Nearly half of HBO viewing is done on alternate platforms.  However, the percentage of linear viewing of weekly premieres of a show like Game of Thrones has grown over the past 3 years - as a show becomes more popular, live viewing and being "in the know" becomes more important.  

In social media, there are clear spikes on premiere nights - SUNDAY MATTERS!   

When asked whether it's important that new episodes premiere every week, 89% say that it is.    

Planned vs. unplanned viewing is similar (and mostly planned) whether viewers watch linear HBO only or use multiple platforms.  

When multi-platform users want to watch a movie, they go to linear HBO primarily.  HBO Go takes over when it comes to watching classic shows that are no longer being produced.  

Usage of HBO Go on a TV is 100% greater than on a phone or tablet - you can't beat the big screen.  

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

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