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Akıllı İçgörüler: Medya ve Eğlence

Akıllı İçgörüler: Medya ve Eğlence

Medya ve eğlence sektörü hızlı bir dönüşüm geçirmektedir. Bu, yaşanan değişimin etkisini anlayabilecek olan televizyonculara, yayıncılara, içerik reklam ajanslarına ve içerik ve dijital platform sahiplerine büyük fırsatlar sunmaktadır.

Günümüzde, birçok kanalı izleyen bir izleyici tek kanal takip eden bir izleyici haline gelmektedir ki, bu durum medya sektörünü daha fazla veri odaklı olmaya zorlamaktadır. Medyanın, dijital ve geleneksel kanallarda hangi programların ve içeriğin gösterildiği ve diğer içerik kaynakları da dahil olmak üzere, değişen tüketim modellerini anlamaları gerekmektedir.

Medya ve eğlence sektöründeki araştırma uzmanlarımız, hangi kanal ve cihazlarda ne tür içeriklerin neden kullanıldığına dair veriler sunmaktadır. Çoklu veri setlerini  entegre etmek ve yorumlamak için, rakipsiz analitik, veri bilimi ve teknolojisi uzmanlığımızı kullanarak büyük çapraz medya verilerini akıllı, uygun araştırma bulgularına dönüştürüyoruz.

GfK’nın özel veri setleri, özel izleyici, tüketici ve perakende verilerini içermektedir (örneğin, “Seç İzle”(Video On Demand), DVD'ler, müzik, kitaplar, video oyunları ve konsollar). Bu, medya kullanımını, reklam etkinliğini ve içerik cazibesini ölçmemize olanak sağlamaktadır. Kanallar, platformlar ve cihazlar arasındaki medya kullanımını yakalayarak, analiz ederek ve dönüştürerek kazanç sağlayan iş stratejileri geliştirmenize ve bu stratejileri hayata geçirmenize yardımcı oluyoruz.

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    • 04/06/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Netflix now offers downloadable content to watch offline. So what?

    Netflix was the last to join the likes of Amazon Prime and catch-up services in offering its subscribers the flexibility to watch content offline. For a while, Netflix officials have been shutting down all downloading queries cold. Their decision to “focus on the 95% use case where customers watch movies when they have network access and not to focus on the 5% case of airplane use or watching movies in the backseat of your car,” quoting Gibson Biddle at the 2012 Stack Exchange, was followed through for many years. Then, as the company focused on growth outside the US, the offline mode was kind of a deal breaker to push subscription rates in emerging markets. In those countries, consumers had already adapted their behaviour to lower levels of broadband speeds and Wi-Fi access and a Netflix offering would have seemed incomplete or impractical without the option to download content.

    Downloading options introduced by Netflix

    So, as of the 30th November 2016, we got what we wished for; Netflix introduced downloading options for users worldwide, benefiting even us in the very much developed world in the UK. But have Netflix subscribers responded enthusiastically to the long-awaited downloading feature? Here are the facts:
    • The word has spread: the vast majority (63%) of Netflix subscribers are aware that downloading is now available
    • However, a mere 3% are using it
    • Of those who use it, two thirds do so a couple of times a month or less
    In essence, the download feature is rarely utilized by Netflix users, with the majority of content still being streamed directly. When watching a TV Series that has been downloaded, viewing is more likely to be just one episode, compared with if that content was streamed directly. ‘Binge watching’ is also less likely if content has been downloaded rather than streamed.

    Why aren’t users binge-watching downloadable content?

    ‘Binge-watching’- the high level control over what, when and for how long you watch a show (you just don’t dare the thought of stop watching) is a concept that seems to be losing its coolness if all is downloaded for convenience. When respondents were asked about the reasons they haven’t used this feature yet, the half-hearted ‘I view/stream all I want at home’ response ranked first (with 52% of Netflix subs agreeing). Technical barriers like ‘lack of storage space’ (27%) and ‘don’t know how’ (17%) were mentioned next, and finally 7% could not find content they wanted to download. For some, the downloading experience was restrictive, if not unpleasant: the unsuitability for desktop streamers, also for Android devices that don’t support HD officially, further technical barriers for Chromecast or AirPlay users, also limitations around the number of devices that can download at the same time, etc. (the list goes on) – all these combined with an incomplete downloading library and the enthusiasm fades away quickly.

    Netflix = streaming

    This is consistent with how users are using Amazon’s downloading option too, averaging at an unchanged 5% since launch. In essence, a download sweeps away the beauty of the ‘caught in the moment’, unplanned viewing experience and is reduced to a practicality function. So, thank you Netflix for the ‘nice to have’ perk; it’s got to be there even if hardly ever used; for peace of mind, planes and dodgy Wi-Fi service at hotels. Whilst acknowledging the ever changing video landscape, I would be really surprised if Netflix’s downloading usage presents an uptake over the next few quarter results of our SVOD study. It’s only when post-Generation Z consumers start their own revolution on the way content gets consumed that we will be in for a surprise! Mary Kyriakidi is the Director of Media & Entertainment at GfK. To share your thoughts, please email her at mary.kyriakidi@gfk.com or leave a comment below.
    • 03/31/17
    • Press
    • Financial Services
    • Health
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Global
    • English

    UK Consumer Confidence stays at -6 in March

    GfK’s long-running Consumer Confidence Index remains stable at -6 in March.  Three of the five measures stayed at the same level and two measures saw increases.
    • 03/30/17
    • Media and Entertainment
    • Market Opportunities and Innovation
    • Global
    • English

    GfK builds out martech team with string of new hires

    The newly launched GfK Customer and Audience Activation service takes GfK data such as pan-European purchasing power and combines it with Eyeota’s audiences to create aggregated segments for digital activation. 
    • 03/23/17
    • Media and Entertainment
    • Retail
    • Global
    • English

    Majority of international online population regularly reads books

    Over half of the international online population (59%) reads from a book “at least once a week”, according to our recently released report featuring survey results from 17 countries.  Just under a third (30%) of those surveyed read daily, with China leading the way for the percentage of its population who are regular readers. Russia (59%) and Spain (57%) rank behind China (70%) for the percentage of their online population that reads “at least once a week”.  When we combine results for everyday readers, and those who read “every day or most days”, China leads again at 36% with Spain and the UK following closely behind at 32% each.

    Regular readers more likely to come from high income households

    Those living in high income households read books more often than those in low income households, with over a third (35%) saying that they read regularly “every (day) or most days”.  In low income households, a quarter of people (24%) are daily readers, and one out of ten claim that they ‘never’ read books, which is triple the percentage reported for high income households. “The value of these findings for the book industry lies in combining this self-reported data with analysis of actual sales across different markets and insights from our retail and consumer panels”, says Mathias Giloth, Managing Director of GfK Entertainment. “With this multi-layered approach, we help our clients to fine-tune their audience segmentation and identify customer potential, both globally and at country-specific level.”

    Regular readers by gender

    Women are more likely to be avid book readers than men, with 32% reading daily, compared to 27% of men from the international online population.  The gender gap between regular book readers is widest in the Netherlands and Spain, followed by Canada and Germany.

    Leading nations for non-readers

    The Netherlands, along with South Korea, both registered as countries with the highest percentage of their online population who report never reading books, at 16% each.  Belgium (14%) and Canada, France and Japan (11%) have the next highest proportion of non-readers.

    About the study

    We conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online 3 population aged 15+ in each market. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, '85efaed5-bbe3-4229-88b3-080a02a00197', {});
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  • Marka ve Müşteri Deneyimi

    Marka ve Müşteri Deneyimi

    Markalar, tüketiciler ve ticari karar vericiler ile duygusal bağ ve ilişkiler kurma konusunda baskı altındadır.

    Başarının yolu, tüketicilerin marka, ürün veya hizmetler ile ilgili yaşadıkları her deneyim noktasında, müşterilerimizin hedef kitleleri arasında yankı uyandıran deneyimler sunmaktan geçmektedir. 

  • Tüketici Paneli

    Tüketici Paneli

    İşiniz tamamen müşterileriniz ile ilgilidir ve bu yüzden, onları anlamak, ürün ve hizmetlerinizin onların ihtiyaçlarını karşıladığından emin olmanız ve büyüme fırsatlarını yakalamanız açısından son derece önemlidir.

    Tüketici paneli araştırmaları konusundaki uluslararası uzmanlığımız, size, tüm kanallarda, müşterilerinizin kimler olduğu, onların tutum ve davranışları ile ilgili akıllı istihbarat bilgileri sağlamaktadır.

  • Dijital Pazar İstihbaratı

    Dijital Pazar İstihbaratı

    Tüketiciler, internet ortamında alışveriş yaparken, araştırırken, paylaşırken veya bilgi toplarken ve şirketler veya markalar ile iletişim kurarken, kullandıkları cihaza veya ekrana bağlı olarak farklı davranışlar sergilerler. Ve kullandıkları kanal veya cihaz ne olursa olsun sürekli bir deneyim beklerler.

  • Satış Noktası İzleme

    Satış Noktası İzleme

    Perakendeciler ve üreticiler, satışı ve karları maksimuma çıkaran ürün ve hizmetleri geliştirme ve müşterileri ellerinde tutma konusunda sürekli baskı altındadırlar.

    Başarının sırrı, en güncel perakende satış verilerine sahip olmak ve hangi ürün ve hizmetlerin piyasada iyi bir performans sergilediğini, ve hangilerinin performansının iyi olmadığını bilmektir. Bu bilgiler sayesinde işletmeler, ticari büyüme için açık stratejiler belirleyebilir ve yatırım getirisini artırabilir.

  • Müşteri

    Müşteri

    Dijital çağ, insanların alışveriş davranışlarını ve tercihlerini değiştirerek yeni satın alma yolları açmaya devam etmektedir. Müşteriler çok kanallı marka deneyimlerini benimsedikçe, her geçen gün daha fazla veri ulaşılabilir hale gelmektedir.

    Büyük veriler barındıran çok kanallı bu ortamda rekabet avantajını korumak için, işletmelerin, tüm satın alma süreci boyunca en uygun verileri elde etmeleri gerekmektedir. Bu sayede, şirketler müşteri yolculuğunun her aşamasını optimize edebilirler. 

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