Four-screen audience measurement highlights new viewing patterns TV Worldwide has used the MIPTV event in France to reveal some of the results of its first four-screen aggregated measurement initiative.

The audience measurement highlighted the differences in viewing patterns in two European markets: France and the Netherlands.

In France, last December, one in five watched TV online, while in the Netherlands, the figure was one in two. In terms of genres popular online, fiction was strong in France online and entertainment was strong in the Netherlands.

Eurodata used audience measurement techniques that encompassed all screens and time-shifted viewing and aggregated this together with linear viewing numbers.

The computer remained the primary screen for online viewing in both markets, accounting for 53% of online viewing in France and 47% in the Netherlands. Tablets accounted for 28% of online viewing in France and 35% in the Netherlands, while mobile phones accounted for 19% and 18% respectively in France and the Netherlands.

Fiction was the most popular online viewing genre in France, accounting for 41% of online viewing, while entertainment was the most popular genre in the Netherlands, accounting for 44%.

Around 14 countries are carrying out four screen measurements currently, with other countries carrying out time-shifted measurements.

While global online multiscreen and time-shifted viewing has jumped significantly, particularly among millennials, overall daily viewing time has barely changed over the last year, falling by three minutes in aggregate to just over three hours, according to Eurodata.

There are significant regional variations, however, with small decreases in viewing time in Europe, continued strength, with over four hours of TV viewed daily, in North America, and continued growth in TV viewing in Latin America – the only region where viewing hours in aggregate are actually increasing.

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Originally posted at Digital TV Europe
3rd April 2017

Frédéric Vaulpré, Vice President of Médiamétrie/Eurodata TV Worldwide, will be speaking at the 2017 APAC Television & Video Conference on 11th-12th May at the InterContinental Singapore Hotel in Singapore.