[REVISIO Co., Ltd.]
REVISIO, which collects attention data on TV viewing, releases the second joint research result “Connected TV White Paper 2024” with research company Cross Marketing
*View in browser* *REVISIO Co., Ltd.*
Press release: April 11, 2024
**
REVISIO, which collects attention data on TV viewing, releases the second joint research result “Connected TV White Paper 2024” with research company Cross Marketing
REVISIO Co., Ltd. (formerly TVISION
INSIGHTS, Headquarters: Chiyoda-ku, Tokyo, President and Representative Director Yasushi Koriya, hereinafter referred to as REVISIO, is the
representative director and CEO of Cross Marketing Co., Ltd. (Head office: Shinjuku-ku, Tokyo, Japan).
Miki Igarashi (hereinafter referred to as “Cross Marketing”) and I will jointly release “Connected TV White Paper 2024,” a document that summarizes the results of research on connected TV (hereinafter referred to as “CTV”) viewing trends.
The “Connected TV White Paper 2023” announced last year received a great response, and we have decided to announce the 2024 edition as well. We are clarifying the current state of CTV viewing, which is experiencing rapid market expansion.
Connected TV White Paper 2024 image
■Click here to download the detailed results report for free The document summarizing the results of the joint research includes a large amount of data in addition to the content covered in this release. Please feel free to download it from the page below.
Click here to download REVISIO materials: https://revisio.co.jp/download Click here to download Cross Marketing materials:
https://www.cross-m.co.jp/report_all/
Background and purpose of joint research
With the recent spread of CTV viewing, the CTV advertising market is expanding. Advertisers’ attention to CTV
However, the amount of awareness and viewing data needed to evaluate and analyze CTV is still small. In this joint research, we will deeply analyze the actual state of viewers’ CTV viewing by combining awareness data and viewing data. We have summarized viewing data for each video service and trends in co-viewing (viewing with two or more people) from various perspectives, and we believe this will provide hints for thinking about the future prospects of CTV.
In this research, we will focus on the Kanto area held by REVISIO. We use CTV viewing data obtained from 2,000 households, a screening survey of 35,000 people conducted by Cross Marketing, and
questionnaire data of 2,000 people for this survey. Additionally, as this research is now in its second year, we were able to include a comparison with last year in the white paper. By tracking data over time, we hope to continue to provide new perspectives.
Summary of joint research results
* CTV’s viewing time is steadily increasing, and “YouTube” ranks second after “Nippon TV” *
The average viewing time for each video service among CTV viewing households was 53.4 minutes/day for YouTube. Viewing time on YouTube has steadily increased since last year, and it now ranks 2nd in the rankings, including terrestrial TV.
Average usage time/day of terrestrial TV + video services on TV devices Graph image
*Average usage time/day of terrestrial TV + video services on TV devices among CTV-using households
*Compiled based on data measured by REVISIO
* Continuing from last year, video services receive more attention than terrestrial TV! *
As with last year, the degree of attention measured by REVISIO was higher for video services than for terrestrial broadcasting. This seems to be due to the fact that video services allow users to choose their own viewing content more often. This trend is expected to continue.
Attention level (%) graph image of terrestrial TV + video service on TV device *Attention level of terrestrial TV + video services on TV devices among CTV-using households (%)
*Compiled based on data measured by REVISIO
*Co-viewing is high on the video services “U-NEXT” and “TVer” that allow you to watch terrestrial programs*
Looking at the actual viewing data for each video service, the co-viewing ratio (time-based) was highest for “U-NEXT,” “TVer,” and “terrestrial” in that order. “TVer” and “U-NEXT” have one thing in common: they have a lot of terrestrial content. In particular, “U-NEXT” merged with “Paravi” last year, and many terrestrial contents including the popular “VIVANT” can now be viewed. It can be said that terrestrial content is likely to be co-viewed.
Co-viewing graph image of terrestrial TV + video service on TV device
*Co-viewing of terrestrial TV and video services on TV devices in CTV-using households
*Compiled based on data measured by REVISIO
* -Please include credit when quoting or reprinting-*
When quoting or reproducing this research, please be sure to include credit. -Example- “According to the ‘Connected TV White Paper 2024’ conducted by REVISIO, a marketing research company that collects cross-marketing and TV viewing attention data…”
[Contact information regarding this matter]
■REVISIO Co., Ltd. https://revisio.co.jp/
Public Relations Officer Yasutake
6th floor, Otemachi Building, 1-6-1 Otemachi, Chiyoda-ku, Tokyo E-mail info@revisio.com Tel (direct line in charge) 050-5897-4931
■Cross Marketing Co., Ltd. https://www.cross-m.co.jp/
Marketing department
Tokyo Opera City Tower 24F, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo E-mail pr-cm@cross-m.co.jp
[image: download] d51361-100-ac9c248974f012fa26bd52b7c4b0e4c7.pdf
[About REVISIO Co., Ltd.]
REVISIO Co., Ltd. has changed its company name from TVISION INSIGHTS Co., Ltd. from October 1, 2022.
We use human body recognition technology to obtain viewing behavior data for TV programs and commercials, and provide viewing analysis services for BtoB. A survey device equipped with REVISIO’s proprietary human body recognition technology is installed on your home TV, and the viewing habits of survey participants are automatically acquired every second. REVISIO’s unique gaze data, which determines who is in front of the TV and who is watching properly, is used by more than 160 clients in Japan, including advertisers, advertising companies, and broadcast stations.
Currently, in Japan, we provide viewing data for all terrestrial/MX/BS programs as well as connected TV viewing data for 2,000 households in the Kanto area and 600 households in the Kansai area.
[About Cross Marketing Co., Ltd.]
We have been conducting online research business since our
establishment in 2003, and currently support our customers’ marketing through more than 10,000 research projects a year. We have a track record of research in a wide range of fields, including companies, governments, and universities. In addition to responding to research requests from all over Japan, we are also able to conduct global research as we operate in over 20 locations in 10 countries around the world. We have a large number of experienced researchers, and we will propose the optimal method from online research, offline research, quantitative/qualitative, etc. to suit your needs, from strategic planning to effectiveness verification. In addition to research, we also focus on data marketing support.
*About details about this release*
https://prtimes.jp/main/html/rd/p/000000100.000051361.html
*Download press release materials*
https://prtimes.jp/im/action.php?run=html&page=releaseimage&company_id=51361&release_id=100
Copyright © PR TIMES Corporation All Rights Reserved.