Interact 2018 - Quo vadis Italy? The concentration of online time spent and the rise of entertainment players are reshaping the Italian media landscape. Cross media measurement will drive future growth.
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Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Fabrizio Angelini, CEO Sensemakers, comScore Italia In a country still dominated by TV (with an average of 4 hours per user per day and more than 50% of media investment) online players are struggling to get consumers’ attention. While the shift to mobile is concentrating traffic on OTT, online video and entertainment players are showing great potential for growth. comScore will show the latest data and key trends in the Italian market, while Auditel will explain how it is building one of the most sophisticated cross-media measurement systems to foster market development.
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Semelhante a Interact 2018 - Quo vadis Italy? The concentration of online time spent and the rise of entertainment players are reshaping the Italian media landscape. Cross media measurement will drive future growth.
Semelhante a Interact 2018 - Quo vadis Italy? The concentration of online time spent and the rise of entertainment players are reshaping the Italian media landscape. Cross media measurement will drive future growth. (20)
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Interact 2018 - Quo vadis Italy? The concentration of online time spent and the rise of entertainment players are reshaping the Italian media landscape. Cross media measurement will drive future growth.
- 1. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents Quo vadis Italy? The Concentration of Online Time Spent and the Rise of Entertainment Players. Cross Media Measurement will Drive Future Growth. Milano, 24 Maggio 2018 Fabrizio Angelini CEO SENSEMAKERS – COMSCORE ITALIA
- 2. © comScore, Inc. Proprietary. 2 67% 86% 82% 77% 81% 79% 46% 71% 60% 51% 70% 75% 62% 80% 72% 75% 65% 60% Italy USA UK Spain France Germany Reach % of the Total Digital Population on the Total Population (18+) ITA | MAR 2018 Total Digital Population Desktop Mobile The Internet Penetration in Italy (18+) In March 37.8 Million Italians have accessed Internet. The comparison with the most advanced Western Countries still shows a consistent potential upside. Fonte: comScore MMX Multi-Platform, Marzo 2018
- 3. © comScore, Inc. Proprietary. 3 Mobile Drives Audience Growth 9.1 18.9 9.3 6.5 20.8 10.5 0 5 10 15 20 25 Desktop Only MultiPlatform Mobile Only Desktop Only vs Multi-platform vs Mobile Only ITA | Unique Visitors (Million) | MAR 2017 vs MAR 2018 Mar 2017 Mar 2018 -29% +10% +12% Fonte: comScore MMX Multi-Platform, Marzo 2018 Last year the number of Italians who accessed the Internet only via mobile devices has grown by +12% and now exceeds 10 Million.
- 4. © comScore, Inc. Proprietary. 4 The Platform-Mix: International Comparison Fonte: comScore MMX Multiplatform, Marzo 2018, Italia, USA, UK, Spagna, Francia, Germania 17% 22% 22% 12% 32% 32% 55% 64% 54% 57% 56% 63% 28% 15% 24% 31% 11% 5% Italy USA UK Spain France Germany % Desktop Only vs % Multiplatform vs % Mobile Only Multi-country | MAR 2018 % Desktop Only % MultiPlatform % Mobile Only Italians access the Internet with a platform-mix that is similar to those of the most advanced countries.
- 5. © comScore, Inc. Proprietary. 5 Average Daily Visitors of the Main Properties in Italy Fonte: comScore MMX Multiplatform, Marzo 2018, Italia 0 5 10 15 20 25 Top Property per reach on the Total Digital Population Average Daily Visitors (Million) ITA | Total Universe (6+ Desktop and 18+ Mobile) | MAR 2018 Desktop Mobile Web Mobile App * Unduplicated data Daily Audience shows a strong polarization. Facebook and Google have reaches by far higher than all the other market players. The widespread use of the two OTTs’ Mobile Apps plays an important role in gaining volumes and continuity of access.
- 6. © comScore, Inc. Proprietary. 6 Mobile Apps Reach: Average Daily Data 23 9 11 8 17 4 9 8 3 8 4 2 2 1 2 Top 15 Mobile App per reach ITA | Average Daily Visitors (Million) | MAR 2018 Mobile App Fonte: comScore Mobile Metrix, Marzo 2018, Italia In terms of daily usage the first 9 most used Apps belong to Facebook or Google; the 10th is Amazon. WhatsApp is used by 23 Million daily unique visitors followed by Facebook with 17 Million.
- 7. © comScore, Inc. Proprietary. 7 Time Spent on Mobile Web vs Mobile App 1.7 12.7 Mobile Browsing Mobile App Top 100 Mobile Browsing VS Top 100 Mobile App Average Time Spent of the Top 100 Property ITA | Monthly Hours (Million) | MAR 2018 Mobile Browsing Mobile App Fonte: comScore Mobile Metrix, Marzo 2018, Italia Time spent on Mobile App is on average 7,5 higher than time spent on Mobile Browsing.
- 8. © comScore, Inc. Proprietary. 8 71% of the Online Time is Spent on Mobile Devices 63%8% 29% % Composition of the time spent online ITA | MAR 2018 Mobile App Mobile Web Desktop Fonte: comScore MMX Multiplatform, Marzo 2018, Italia 71% of the time spent on the Internet is on mobile devices and 63% via apps.
- 9. © comScore, Inc. Proprietary. 9 Google’s and Facebook’s Properties Account for 50% of Time Spent on Mobile 16% 34% Other 50% % Composition of Time Spent on Mobile (Web and App) ITA | MAR 2018 Fonte: comScore Mobile Metrix, Marzo 2018, Italia Considered as a whole, Google’s and Facebook’s properties have a 50% share of the total time spent on mobile.
- 10. © comScore, Inc. Proprietary. 10 Number of Unique Visitors and Total Minutes by Content Category Fonte: comScore MMX Multiplatform, Marzo 2018, Italia 0 10 20 30 40 50 60 Services Entertainment Search/Navigation News/Information SocialMedia Portals Directories/Resources Retail Lifestyles Technology Business/Finance Travel Telecommunications Sports Games XXXAdult PromotionalServers Automotive Health Regional/Local Education BusinesstoBusiness Family&Youth Government CareerServices Gambling RealEstate ISP Unique Visitors and Time Spent ITA | MAR 2018 Unique Visitors (Million) Total Minutes (Million) Although audiences are distributed over several categories, time spent is heavily concentrated. Overall considered the categories Messagging, Social Media, Entertainment and Gaming, account for 3 minutes out of 4.
- 11. © comScore, Inc. Proprietary. 11 Main Properties in Italy by Time Spent Fonte: comScore MMX Multiplatform, Marzo 2018, Italia 759 506 58 57 39 38 27 24 22 21 Facebook Google Sites Microsoft Sites Spotify Activision Blizzard Gruppo Mediaset Netflix Inc. Amazon Sites Oath RAI Sites Top Property per Total Time Spent Total Monthly Hours (Million) ITA | Total Universe (6+ Desktop and 18+ Mobile) | MAR 2018 OTTs are followed by several entertainment brands, many of which distribute on-line videos.
- 12. © comScore, Inc. Proprietary. 12 Unique Users and Time Spent: Mobile App TV Fonte: comScore Mobile Metrix, Marzo 2018, Italia 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 0 0.5 1 1.5 2 2.5 3 Ore/Mese Utenti Unici (Milioni) Netflix RaiPlay Mediaset* Size of Circle= average hours/user (Hours / Month) Il dato comprende solo Smartphone, ad eccezione di Raiplay che, essendo taggata include la rilevazione di Tablet * Includes app: Mediaset, Mediaset On Demand, Mediaset Fan App penetration of Video Players starts to be visible and contributes to time spent.
- 13. © comScore, Inc. Proprietary. 13 Demo Breakdown of Mobile App TV Time Spent Fonte: comScore Mobile Metrix, Marzo 2018, Italia 34% 6% 3% 20% 13% 15% 39% 26% 53% 78% 58% 54% Netflix Raiplay Sky Go Mediaset* % Total Time Spent on mobile app per demo ITA | MAR 2018 18-24 25-34 35+ 55% 48% 89% 51% 45% 52% 11% 49% Netflix Raiplay Sky Go Mediaset* % Total Time Spent on mobile app per demo ITA | MAR 2018 Males Females Il dato comprende solo Smartphone, ad eccezione di Raiplay che, essendo taggata include la rilevazione di Tablet * Includes: Mediaset, Mediaset On Demand, Mediaset Fan Content strategy is clearly mirrored in the audience profile.
- 14. © comScore, Inc. Proprietary. 14 Online Videos on YouTube in Italy Fonte: comScore VMX Multi-Platform, Gennaio 2018, Italia 114 123 95 89 73 112 78 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Male Female Videos per user per demo target ITA| JAN 2018 In January 2018, 9.3 billion videos were watched on YouTube in Italy, 82% of which on a mobile device.444 344 360 204 101 277 277 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Male Female Videos per user per demo target ITA| JAN 2018 Desktop Mobile 1,7 7,7 9,3 billions videos viewed
- 15. © comScore, Inc. Proprietary. 15 Consumption of Multi-Platform Video. YouTube in Italy Fonte: comScore VMX Multi-Platform, Gennaio 2018, Italia 8.0 7.5 6.3 6.1 4.9 7.2 5.4 Età 18-24 Età 25-34 Età 35-44 Età 45-54 Età 55+ Male Female Time spent per user per demo target ITA| JAN 2018 21.0 14.9 14.8 9.1 4.1 12.6 11.5 Età 18-24 Età 25-34 Età 35-44 Età 45-54 Età 55+ Male Female Time spent per user per demo target ITA | JAN 2018 Desktop Mobile In January 2018, Italian users spent on average 13,6 hours watching videos on YouTube13,6 In January 2018 Italians spent on average 13,6 hours watching videos on YouTube with higher consumption for the youngest cluster.
- 16. The Advertising Market Reflects Audience Trends Fonte: rielaborazione a cura di Osservatorio Internet Media Politecnico di Milano e IAB Italia, a partire da dati Nielsen e bilanci degli operatori del settore – * Dati a preconsuntivo 50% 49% 50% 48% 18% 17% 15% 13% 16% 18% 20% 24% 11% 11% 10% 10% 5% 5% 5% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2014 2015 2016 2017 TV Stampa OTT Other Internet Radio 7,2 mld € 7,4 mld € 7,8 mld € 7,9 mld € Total Internet
- 17. Thank you! © comScore, Inc. Proprietary. For info about the proprietary technologyused in comScore products, refer to http://comscore.com/Patents comscore.com @comScore linkedin.com/company/comscore facebook.com/comscoreinc
Notas do Editor
- Penetrazione su popolazione maggiorenne Variazione YOY in Italia a MARZO 2017, in Italia la penetrazione era: - TDP: 64% - Desktop: 46% - Mobile: 55% Analisi segmenti demo A MARZO 2018, la penetrazione % sui 18-24 è: - TDP: 95% - Desktop: 67% - Mobile: 94% La penetrazione vicina al 100% sui 18-24 è in linea con quanto avviene nelle altre country: US al 100%, UK, al 97%, Spagna al 98%, Francia al 100%, Germania al 96%. Soprattutto su mobile (US 93%, UK 91%, Spa 96%, Fra 100%, Ger 95%). Sui 25-34: - TDP: 92% - Desktop: 61% - Mobile: 90% Anche sui 25-34, il dato è in linea con gli altri Paesi, sia complessivamente (US 93%, UK 94%, Spa 96%), sia su mobile (US 92%, UK 90%, Spa 96%) Sui 35+: - TDP: 60% - Desktop: 41% - Mobile: 54% Il dato di marzo 2018 è disponibile solo in via aggregata, ma è presumibile che a tirar giù la % in termini complessivi sia la categoria 55+, che a FEBBRAIO 2018 aveva una penetrazione pari al 36% (25% su Desktop e 31% su Mobile), mentre negli altri Paesi raggiunge penetrazioni dal 51% (Spagna) al 74% (US) FEBBRAIO 2018. 35-44 - TDP: 92% - Desktop: 60% - Mobile: 83% 45-54 - TDP: 88% - Desktop: 59% - Mobile: 76% 55+ - TDP: 36% - Desktop: 25% - Mobile: 31%
- Il Platform Mix per segmento: 18-24 Dsk Only 1% – MultiPlatform 69% - Mobile Only 30% 25-34 Dsk Only 3% – MultiPlatform 63% - Mobile Only 34% 35+ Dsk Only 10% – MultiPlatform 59% - Mobile Only 31% Uomini Dsk Only 9% – MultiPlatform 63% – Mobile Only 28% Donne Dsk Only 6% – MultiPlatform 60% - Mobile Only 34%
- Media Utenti Unici delle top 100 property mobile: Mobile Browsing: 6,4 Milioni Mobile app: 3 Milioni
- UK: Desktop (27%) Mobile Web (12%) Mobile App (61%) (TOTAL MOBILE 73%) FRANCIA: Desktop (39%) Mobile Web (7%) Mobile App (55%) (TOTAL MOBILE 61%) SPAGNA: Desktop (24%) Mobile Web (9%) Mobile App (67%) (TOTAL MOBILE 76%) GERMANIA: Desktop (37%) Mobile Web (6%) Mobile App (57%) (TOTAL MOBILE 63%) US: Desktop (28%) Mobile Web (8%) Mobile App (64%) (TOTAL MOBILE 72%)
- UK: Facebook (18%) Google (19%) – (Facebook + Google= 37%) Other (63%) (NOTA: Spotify + Snapchat: 10,8%) SPA: Facebook (18%) Google (28%) – (Facebook + Google= 46%) Other (54%) FRA: Facebook (17%) Google (23%) – (Facebook + Google= 40%) Other (60%) GER: Facebook (20%) Google (22%) – (Facebook + Google=42%) Other (58%) US: Facebook (17%) Google (17%) – (Facebook + Google=34%) Other (66%) (NOTA: Pandora + Spotify + Snapchat: 14,7%)
- Nel 2007 su Desktop, le principali property in termini di tempo speso erano: - Microsoft Sites (che pesava per il 25% del tempo totale mensile) - l'applicazione MSN Messenger (al 20%) Google Sites (7,6%) Tutta Internet pesava 386 milioni di ore. Google pesava 29,5 milioni. Ha avuto una crescita di 17x Complessivamente, le prime 7 property rappresentevano il 63,3% del tempo totale, e le prime 100 property il 74%. Activision Blizzard: Candy Crush (Gioco App)
- Totale Video Per Utente: 18-24 491 25-34 386 35-44 385 45-54 233 55+ 111 Uomini 294 Donne 278
- Totale Ore per utente per Segmento: 18-24: 25 25-34: 18 35-44: 17 45-54: 12 55+: 5 Uomini: 15 Donne: 13
- Internet adv sempre più crossmediale con la tv