Economics of Mobile Programming

E C O N O M I C S
O F
MOBILE
2 0 1 5
E D I T I O N
2015 SNL Kagan, a division of SNL Financial LC. All rights reserved.
One SNL Plaza, Charlottesville, VA 22902 | Phone: 866.296.3743 | www.snlkagan.com
Published May 2015 | ISBN: 978-1-939835-437
E C O N O M I C S
O F
MOBILE
2 0 1 5
E D I T I O N
One SNL Plaza, Charlottesville, VA 22902 | Phone: 866.296.3743 | www.snlkagan.com
Published May 2015 | ISBN: 978-1-939835-437
Economics of Mobile Programming
SNL Kagan Industry Report
Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Mobile ads vs. video subscription services revenue, U.S. (chart) . . . . . . . . . . . . . . . . 2
Comparing multichannel video subs and subscription OTT subs, Q4 2014 (chart) . . 3
The Addressable Market: Sizing the U.S. Smartphone and Tablet Audience . . . . . . . . . . . . . 4
Smartphone and tablets in use, U.S., 2008-2014 (chart) . . . . . . . . . . . . . . . . . . . . . . 4
Carrier Video Subscription Services Are No Competition for OTT/TV Everywhere . . . . . . . 5
Carrier-branded mobile video subs, 2007-2014 (chart) . . . . . . . . . . . . . . . . . . . . . . . 5
Carrier-branded mobile video revenue, 2007-2014 (chart) . . . . . . . . . . . . . . . . . . . . 5
OTT and mobile video year-end subs, 2007-2014 (chart) . . . . . . . . . . . . . . . . . . . . . 6
Comparing multichannel video subs and subscription OTT subs, Q4 2014 (chart) . . 6
OTT and carrier-branded mobile video device compatibility . . . . . . . . . . . . . . . . . . . 7
Price differential between OTT & carrier-based mobile video services, 2015 . . . . . . . 7
Free mobile video content, 2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Mobile video pricing by service provider, 2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
AT&T Mobile TV, Sprint TV & T-Mobile TV prime package network content, 2015 . . . 8
Carrier Subscription Services Dwarfed by Mobile Video Ad Revenue . . . . . . . . . . . . . . . . . 9
Mobile ads vs. video subscription services revenue, U.S. (chart) . . . . . . . . . . . . . . . . 9
Mobile ad revenue, 2010-2014 (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Top seven mobile advertisers, 2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Global monthly active users, YE 2013 (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Mobile ad company deals database, 2009-2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
The iPad's Evolution Into a TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Weekly viewers of full-length TV/movies on smartphone/tablet, U.S. (chart) . . . . . . 11
Mobile video viewing by age generation (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Most popular iPad free app genres, 2011-2015 (chart) . . . . . . . . . . . . . . . . . . . . . . . 12
Top entertainment apps, Q1 2011 vs. Q1 2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Leading OTT iPad app rank, Q1 2015 (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Hollywood free iPad app leaders, Q1 2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Basic cable network iPad app ranking, 2012-2015 (chart) . . . . . . . . . . . . . . . . . . . . 14
The Most Popular Mobile-Video Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Viewing of paid mobile video by age generation (chart) . . . . . . . . . . . . . . . . . . . . . 15
Ranked interest in viewing paid mobile-video content on a smartphone . . . . . . . . . 15
Ranked interest in viewing paid mobile-video content on a tablet . . . . . . . . . . . . . . 16
No. 1 highest interest in viewing paid mobile video content by gender . . . . . . . . . . 16
Highest-Rated iPad Video Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
iPad video app rankings based on consumer ratings - broadcasters . . . . . . . . . . . . . 16
iPad video app rankings based on consumer ratings - basic & premium cable nets . 17
iPad video app rankings based on consumer ratings - multichannel operators . . . . . 17
iPad video app rankings based on consumer ratings - OTT . . . . . . . . . . . . . . . . . . . . 18
The Pass-Back Effect Finally Gets OTT Traction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Selected OTT kids' content aggregators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Contents
The OTT Onslaught and Consumer Appetite for Multiple Video Subscriptions . . . . . . . . . 19
Video provider preference (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Launch dates for select OTT aggregators, 2014 & 2015 (chart) . . . . . . . . . . . . . . . . 20
Age groups by video provider preference (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Multichannel video subs and cord cutters by video provider preference (chart) . . . . 20
Rise of the Streaming Stick and Streaming Media Player . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Selected streaming media players & sticks launch dates (chart) . . . . . . . . . . . . . . . . 21
Apple TV streaming media player vs. Google Chromecast (graphic) . . . . . . . . . . . . 22
Selected streaming media players and sticks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Second-Screen Hype Subsides . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Viggle revenue, Q1 2012-Q2 2014 (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
LTE Broadcast and ATSC 3.0 Update . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Mobile Video Technology Experts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Mobile video technology experts by revenue, global, 2012-2014 . . . . . . . . . . . . . . . 24
OTT Library Analysis: Netflix, Hulu Plus and Crackle . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Netflix, Hulu Plus and Crackle streaming catalog figures, Dec. 14 . . . . . . . . . . . . . 25
Hulu Plus' library, Dec. '11 - Dec. '14 (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Hulu Plus' movie catalog Dec. '14, yearly breakdown (chart) . . . . . . . . . . . . . . . . . 25
Netflix's streaming library, Dec. '11 - Dec. '14 (chart) . . . . . . . . . . . . . . . . . . . . . . . 26
Netflix's movie catalog Dec. '14, distribution by year (chart) . . . . . . . . . . . . . . . . . . 26
Netflix's TV season catalog Dec. '14, distribution by year (chart) . . . . . . . . . . . . . . 26
Crackle's movie catalog Dec. '14, yearly breakdown (chart) . . . . . . . . . . . . . . . . . . 27
Crackle's TV series catalog Dec. '14, yearly breakdown (chart) . . . . . . . . . . . . . . . . 27
TV Everywhere Library Update . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
TV Everywhere movie universe (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Analysis of TV Everywhere movie catalogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
TV Everywhere TV series universe (chart) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Analysis of TV Everywhere TV series catalogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
U.S. multichannel service provider video app highlights . . . . . . . . . . . . . . . . . . . . . 30
ii

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iii
Economics of Mobile
Programming
Executive Summary
he days when smartphone and tablet users were primarily early adopters are over.
Atthe end of 2014, we estimate 237.7million smartphones and 118.2million
tablets were in use in the U.S. for a combined total of more than 355million.
Since peaking at 5.0million in 2009, carrier-branded mobile video subs fell 63.3% to
an estimated 1.8million at the end of 2014. Demand for the services has been killed by
OTT, TV Everywhere and ad-supported mobile video. Services like Hulu and GoogleInc.'s
YouTube generated $1.54billion in mobilevideo ad revenue in the U.S. in 2014, more
Mobile ads vs. video subscription services revenue, U.S.
than eight times the revenue generated by
($M)
1,600
carrier-based video subscriptions.
Mobile video ad revenue
1,400
1,200
Carrier-based mobile
video subscription revenue*
1,000
800
600
400
200
0
2010
2011
2012
2013
* Excludes Verizon's NFL Mobile.

2015 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved.
2014
Of the 5,090 online Americans surveyed by

SNL Kagan in February 2015, one in five
were weekly viewers of long-form TV and
movie content on smartphones and tablets.
Just over one-third of survey respondents had
viewed long-form video on their smartphone
or tablet in the last 90 days. Unsurprisingly,
younger audiences are the most active
mobile video viewers.
According to a third-quarter 2014 SNLKagan survey, the most popular mobile-video

content tends to mirror the traditional online video market, dominated by short-form
video (e.g. YouTube) and movies (e.g. Netflix), followed by TV shows (e.g. Hulu Plus).
Survey respondents showed only modest interest in mobile-video delivery of TV news
or, surprisingly, sports.
According to iTunes, some of the highest-rated iPad video apps as of April 2015 were
The CW, History, Time Warner's HBO GO and DISH Anywhere.
When we insert Netflix and Hulu Plus into our list of leading multichannel providers
(alongside cable, satellite and telco), Netflix comes out on top with 37.7million
subscribers as of the fourth quarter of 2014. Hulu Plus ranks sixth, ahead of AT&T U-verse
and Verizon Communications' FiOS, with 6.9million subs. At the end of 2014, Netflix
and Hulu Plus each had about 6,000 movie titles available on demand, compared to
Crackle's 113.
In addition to Netflix and Hulu Plus, a flurry of new OTT services launched in 2014
and 2015, including CBS All Access, HBO NOW, YouTube Kids and NOGGIN. Virtual
service providers (VSPs) also blossomed in early 2015: DISH's Sling TV launched Jan.5
and Sony's PlayStation Vue launched March18. While not a VSP, Verizon's FiOS division
launched a slimmed-down ("skinny") video package called Custom TV on April 17.
Comparing multichannel video subs and subscription
OTT subs, Q4 2014
(M)
42
37.7
35
20.4
6.9
5.9
5.6
4.3
4.1
Cox
Communications (1)
Charter
Communications
11.0
Verizon FiOS
14.0
14
AT&T U-verse
22.4
21
Hulu Plus
28
For the OTT and VSP services, the

question is whether consumers will be
comfortable managing several different video
subscriptions. Our third-quarter 2014 online
survey of 2,552 Americans found that across
all ages, the majority still prefer dealing with
a single multichannel video operator: 62%
of respondents preferred a single provider,
compared to 38% who preferred multiple
video providers.
Time Warner Cable
DISH Network
DIRECTV
Comcast
Netflix
(1) SNL Kagan estimates.

Mobile video is also blurring into regular

TV video, thanks to the growth of streaming
media players like Apple TV and streaming
sticks like Google's Chromecast. In many
cases, these devices can (or they require the
userto) use smartphone and tablet apps as
the remote control.
Second-screen hype has subsided in the last couple of years, with venture capitalists
abandoning the space and existing players exiting through acquisition or "pivoting" to
change business models.
The blurring of unicast and broadcast remains in the early stages. ATSC 3.0 could be
a candidate standard as early as 2016. LTE broadcast is also still in the experimental
phase, with a couple of trials completed since the last edition of this report. We think
AT&T Mobility or Verizon Wireless could launch LTE broadcast handsets and services
in the latter half of 2015.
The companies providing hosting and streaming video services to mobile-video content
owners and aggregators grew revenue by nearly 20% collectively year over year in
2014. MLB Advanced Media tops the list by revenue; the company most recently won
the back-end streaming business of HBO's new OTT service HBO NOW.
The Addressable Market: Sizing the U.S. Smartphone and Tablet Audience
or the first time, more smartphones and tablets are in use in the U.S. than there
are Americans. At the end of 2014, we estimate 237.7million smartphones and
118.2million tablets were in use in the U.S. for a combined total of over 355million,
while according to the U.S. Census, the country had a total population of 320million.
This does not imply all Americans have a
smartphone and tablet, but most Americans
have access to one or the other. For instance,
while the U.S. has 237.7million smartphone
subscriptions, per capita we estimate
216million Americans own a smartphone,
as some owners have more than one phone
(usually one for work and one for personal
use). A similar overlap exists with tablet users:
many also own a smartphone.
Smartphone and tablets in use, U.S., 2008-2014

(M)
400
Smartphones in use
Total mobile devices in use
350
Tablets in use
US population
300
250
200
150
100
50
0
2008
2009
2010
2011
2012
2013
2014
Today's massive addressable market of mobile

users means usage can scale fast. Forinstance,
we have noticed a strong uptick in short-term performance for many leading mobile
game publishers in the past couple of years. In 2008, when the ceiling of users with
smartphones was under 30million, even a hit game or video app would experience a
relatively modest growth curve. Now the needle moves much more quickly.
For mobile video, and mobile entertainment in general, the days when the smartphone
and tablet user base was composed mainly of early adopters are in the past. But despite
the large potential user base, consumers remain reluctant to pay for wireless carrierbased video subscription services. On the other hand, OTT, TV Everywhere and freeto-view ad-supported mobile video services continue to gain the interest of American
video consumers.
Carrier Video Subscription Services Are No Competition for OTT/TV Everywhere
fter peaking at 5.0million in 2009, carrier-branded mobile video subs fell 63.3%
to an estimated 1.8million at the end of 2014. We estimate revenues decreased
from just under half abillion dollars to $185million over that time a drop in the
bucket compared to the 2014 top-line revenues
Carrier-branded mobile video subs, 2007-2014
of AT&T Mobility, Sprint, T-Mobile US and
(000)
United States Cellular.
6,000
5,030
5,000
4,278
4,273
4,065
4,000
3,010
2,610
3,000
2,057
2,000
1,846
1,000
2007
2008
2009
2010
2011
2012
2013
2014
Declining subs cannot be blamed on flagging

mobile-video consumption. According to
Ooyala's third-quarter 2014 global video index
report, mobile and tablet devices made up 30%
of all video views in the quarter, up from 14%
in the third quarter of 2013.
Carrier-branded mobile video revenue, 2007-2014

($000)
600,000
491,656 489,577
500,000
442,539
400,761
382,147
400,000
300,000
200,000
185,212
225,764
201,108
100,000
2007
2008
2009
2010
2011
2012
While Verizon Wireless continues to run its NFL

Mobile subscription service, details of which
are included in our mobile sports wrap-up
here, the company otherwise exited the mobilevideo subscription business in late 2012.
This move alone removed about 1.4million
subscribers from the industry.
2013
2014
Video consumption on smartphones is on

the rise thanks to widespread LTE adoption,
Wi-Fi offloading and the expanding popularity
of larger-screen smartphones like the iPhone
6+, which offer a better mobile-video viewing
experience.
In addition to a better network and larger phones, demand has also been strong for video
OTT services like Netflix and Hulu Plus. Over the same period in which subscriptions to
carrier-branded mobile video services nose-dived, streaming subscriptions accelerated.
Netflix streaming subs grew at a CAGR of 25.9% between 2007 and 2014, compared
to a CAGR of negative 6.7% for carrier-branded mobile video subs.
When we insert Netflix and Hulu Plus into our list of leading multichannel providers
(alongside cable, satellite and telco), Netflix comes out on top with 37.7million
subscribers as of the fourth quarter of 2014. Hulu Plus ranks
OTT & mobile video year-end subs, 2007-2014
sixth, ahead of AT&T U-verse and Verizon Communications'
(M)
Netflix streaming subs
FiOS, with 6.9million subs.
40
Hulu Plus subs
35
Carrier-branded mobile
video subs
30
Established OTT providers such as YouTube, Crackle and

Amazon Instant Video were joined by a slate of new OTT
services in 2014 and early 2015, including HBO NOW,
NOGGIN, YouTube Kids, CBS All Access, Pluto.TV, World
Wrestling Entertainment's WWE Network, and Tennis
Channel Plus.
25
20
15
10
5
Virtual service providers also made a big splash in early

2015. DISH's Sling TV launched in January 2015 and
Sony's PlayStation Vue launched in March. While not a
VSP, Verizon's FiOS division launched a slimmed -down
("skinny") video package called Custom TV
Comparing multichannel video subs and subscription
in mid-April 2015.
OTT subs, Q4 2014
0
2007 2008 2009 2010 2011 2012 2013 2014
(M)
42
37.7
35
20.4
6.9
5.9
5.6
4.3
Charter
Communications
11.0
Verizon FiOS
14.0
14
AT&T U-verse
22.4
21
Hulu Plus
28
4.1
DISH's $20 per month digital video service

includes live, linear TV programming from
networks including CNN, ESPN, Disney
Channel, Food Network and TNT, among
others. A rumored streaming-video service is
also expected in the second half of the year
from Apple.
Time Warner Cable
DISH Network
DIRECTV
Comcast
Netflix
0
Cox
Communications (1)
TV Everywhere services offered through

AT&T's U-Verse and Verizon's FiOS cable
divisions generated more adoption momentum
in 2014 than the mobile-video services on the
wireless side of those businesses. According
(1) SNL Kagan estimates.
to SNL Kagan estimates, telco TV Everywhere
unique users grew to 6.7million in 2014, up
from an estimated 3.6million at the end of 2013. One reason for the relative success
of the TVE services is their flexibility, ease of use and extensive programming libraries.
Subscribers are also defecting from carrier-branded mobile-video services because the
business model is less competitive and the value proposition less compelling than with
OTT and TV Everywhere.
One key competitive disadvantage for carriers is content. Their services offer limited
programming and fragmented VOD options which, unlike Netflix, do not include
movies or any full seasons of TV series. And while carrier services include some in-season
TV programming, they offer far less episode stacking than Hulu Plus. For example, at
mid-season, we found three episodes of "Grey's Anatomy" on T-Mobile TV and the same
number on AT&T Mobile TV, while Hulu Plus offered all episodes of the 11th season.
Another shortcoming of carrier services is that they are anchored to the phone. Because
carriers are constrained by content-licensing agreements, the availability of their mobile
video services on tablets and streaming sticks is mostly nonexistent. T-Mobile TV is the
only service available on tablets (which is limited to Android and Windows devices) and
none of the carrier-branded services is directly compatible with Google's Chromecast
streaming stick. This limits the appeal of carrier-branded video for consumers who have
grown to expect cross-platform functionality from their mobile video services.
OTT and carrier-branded mobile video device compatibility
Provider
------ Tablet Platform ----- ---- Handset Platform ---- Chromecast

iOS Android Windows 8 iOS Android Windows 8
Hulu Plus
x
x
x
x
x
x
x
Netflix
x
x
x
x
x
x
x
AT&T Mobile TV
x
x
x
Sprint TV
x
x
x
T-Mobile TV
x
x
x
x
x
x = app is available for platform.
As of 2/17/2015.
Percent price differential

between OTT and carrierbased mobile video
services, 2015
Price % > OTT

(monthly) pricing
($)
(%)
Hulu/Netflix
7.99 (2)
AT&T Mobile TV
9.99 (1)
25
Sprint TV
9.99 (1)
25
T-Mobile TV
12.99 (1)
63
Provider
(1) Carrier pricing refers to the monthly

price of prime packages offered by AT&T
Mobility, Sprint, and T-Mobile USA.
(2) Netflix & Hulu Plus pricing is for single
user plans with no concurrent streaming
across devices.
Pricing as of 1/17/2015.
2015 SNL Kagan, a division of SNL
Financial LC, estimates. All rights reserved.
Free mobile video content, 2015
Pricing is also a headwind to adoption,

as the carrier-branded services are
priced at a premium to the subscriptions
offered by their OTT counterparts.
AT&T Mobile TV and Sprint TV cost
25% more than Netflix and Hulu Plus,
while a month-to-month T-Mobile TV
subscription costs 63% more.
Networks
Sprint TV T-Mobile TV
Access Hollywood
x
AP
x
Comedy Time
x
FOX
x
FOX Sports
x
FOX News
x
Free Music Channel
x
PBS Kids
x
Saturday Morning TV
x
TED
x
x
The Broadway Channel
x
The Weather Channel
x
x
Worldview
x
Total
7
8
As of 2/17/2015.
2015 SNL Kagan, a division of SNL Financial LC,
estimates. All rights reserved.
Carriers differentiate themselves from

the OTT players by offering additional
add-on content packages targeted
at different audience segments.
According to Sprint, the children's
programming package "Playground
TV" performs particularly well;
T-Mobile even raised the price of
its one-month, three-month and sixmonth "Playground TV" subscription
packages by 20%, 33% and 26%,
respectively, in 2014, hinting at
the inelastic demand for children's
programming among parents.
At present, AT&T Mobility boasts the most comprehensive programming lineup, with 51
networks included in its $9.99 subscription package, followed by T-Mobile with 34, and
Sprint with 31. Sprint TV and T-Mobile TV also include free content from seven networks
in their mobile video apps that don't require a subscription. Sprint TV used to offer 17
networks, including the Disney Channel, ESPN Mobile TV and ABC for free; however,
due to programming costs, Sprint TV eliminated 10 of these networks, including all
Disney properties, from its free-content lineup in 2014.
Mobile video pricing by service provider, 2015
Content Pack
Free Content (2)
Prime (1)
En Espanol
Life and Style
Playground TV
Urban Zone
Sports Pack
Crackle Movies
Hulu Plus
Netflix AT&T Mobile TV Sprint TV ----------- T-Mobile TV ------------ United States Cellular
per month per month
per month per month 1 month 3 months 6 months
($)
($)
($)
($)
($)
($)
($)
($)
yes (3)
no
no
yes
yes
yes
yes
7.99
7.99
9.99
9.99
12.99
33.99
49.99
9.99
7.99
4.99
9.99
25.99
37.99
7.99
6.99
7.99
20.99
30.99
6.99
9.99
5.99
15.99
23.99
4.99
4.99
9.99
5.99
15.99
23.99
5.99
5.95
6.99
18.99
36.99
-
(1) Prime refers to the most comprehensive single package available from the wireless carrier-based services.
(2) Limited content carriers bundle into their customers data packages at no extra cost.
(3) Limited programming is available on the free version of Hulu at no cost to viewers.
AT&T Mobile TV, Sprint TV and T-Mobile TV prime package network content, 2015
Networks in each
package
ABC
A&E
ABC Family
ABC News Now
ACC Network
Animal Planet
ATAKU
Azteca America
BabyFirst TV
BET
Bloomberg
Campus Insiders
CBS
CBS News
CBS Sports
Cine Mexicano
Comedy Central
Comedy Time
CMT Mobile
Crackle
Discovery
Discovery for Families
Disney Channel
Disney XD
E!
ESPN Deportes
ESPN On Demand
FOX Business
Fox Mobile Entertainment
AT&T Mobile T-Mobile TV SprintTV

TV (1)
Prime (1)
Xtra (1)
$9.99
$12.99
$9.99
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Networks in each
package
Fox News
fyi.
GT Mobile
History Mobile
Lifetime
LOGOTV
MHz Worldview
Mobile by Bravo
MTV
My Kazoo TV
NBC Mobile
NBC Sports
Nickelodeon
Nickelodeon Preschool
Nickelodeon Espanol
Oxygen
PBS Kids
Salacious Streets TV
Saturday Morning TV
SPIKE
Syfy
Teen Nick
Telemundo
TR3S
Univision
USA
VH1
Total
AT&T Mobile T-Mobile TV SprintTV

TV (1)
Prime (1)
Xtra (1)
$9.99
$12.99
$9.99
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
51
34
31
As of 2/17/2015. Compares the most comprehensive content packages from each of the carriers services.
(1) Programming lists exclude music stations.
Carrier Subscription Services Dwarfed by Mobile Video Ad Revenue
n addition to OTT and TV Everywhere eating carrier video subscription services'

lunch, ad-supported free-to-view mobile video has exploded.
Mobile ads vs. video subscription services revenue, U.S.
Since 2010, mobile advertising has managed

a strong 85.3% CAGR in top-line revenue,
excluding traffic-acquisition costs, and we
estimate the market topped $12.78billion in
2014. Mobile video advertising is estimated
at 12.0% ($1.54billion) of the total pie.
Themajority of mobile video ad revenue
in 2014 came from Google's YouTube, with
Hulu LLC also a rising star.
($M)
1,600
Mobile video ad revenue

Carrier-based mobile
video subscription revenue*
1,400
1,200
1,000
800
600
400
200
0
2010
2011
2012
2013
2014
* Excludes Verizon's NFL Mobile.

Mobile ad revenue, 2010-2014

($M)
14,000
12,000
Google/AdMob
Facebook
10,000
Twitter
8,000
Pandora
6,000
Yahoo!
Apple/Quattro
4,000
Millennial Media
2,000
0
2010
Others
2011
2012
2013
2014
U.S. only, excludes traffic acquisition costs. 2015 SNL Kagan, a division of SNL Financial
LC, from company filings & SNL Kagan estimates. All rights reserved.
Off-deck mobile video ad revenue surpassed

carrier-based mobile video subscription
revenue in 2013. While in 2010 Mobile
video ads were just 10% of carrier-based
video subscription services, now the reverse is true.
Ad-supported mobile video services in the U.S.
like Hulu and YouTube generated more than eight
times the revenue carrier-based video subscriptions
generated in 2014.
Looking at all mobile ad revenue, not just video,
the top seven publishers owned about 82% of
the space's revenue in 2014. Total U.S. mobile
advertising revenue grew 67% annually from
$7.64billion in 2013 to $12.78billion in 2014.
Top seven mobile advertisers, 2014

-------- U.S. mobile advertising revenue -------- 13- 14 10- 14
2010
2011
2012
2013
2014 % Chg. CAGR
(%)
(%)
Google/AdMob ($M)
444.6
872.9 1,887.5 3,438.3
5,853.6
70
90
Facebook
($M)
209.3 1,244.9
2,560.0
106
Twitter
($M)
3.5
83.9
308.0
648.7
111
Pandora
($M)
24.7
80.6
193.0
384.1
601.7
57
122
Yahoo!
($M)
44.5
71.0
106.5
223.8
482.0
115
82
Apple/Quattro ($M)
78.8
90.6
131.3
170.7
204.9
20
27
Millennial Media ($M)
32.4
65.3
106.0
138.0
190.1
38
56
Others
($M)
458.8
808.2 1,150.7 1,732.0
2,243.1
30
49
Total
($M) 1,083.7 1,992.1 3,868.1 7,639.8 12,784.2
67
85
% Chg.
(%)
96
84
94
98
67
Mkt
Shr.
(%)
46
20
5
5
4
2
2
18
100
Google continued its dominance

with an estimated market share
of 46% in 2014, followed by
Facebook at 20% and Twitter and
Pandora Media both at about 5%.
As of October 21, 2014. Excludes traffic acquisition costs. 2015 SNL Kagan, a division of SNL Financial LC,
from company filings & SNL Kagan estimates. All rights reserved.
A common thread for all top seven properties is having a large reach. Each on their own
can reach tens ofmillions, a threshold required to attain the interest of the big-spending
national advertisers.
Global monthly active users, YE 2013
(M)
1,400
1,200
1,230
1,100
1,000
800
800
600
600
400
241
200
76
Knowing those users is also critical for ad targeting.

Facebook and Twitter in particular, by nature of
being social networks, sit on a treasure trove of
user demographics that are available without
relying on cookies. This demographic detail, their
large reach and ability to serve as a "one-stopshop" for brands looking to reach mobile users
have helped the two grow market share from zero
in 2010 to a combined 25% in2014.
0
Facebook Google*
Yahoo!
Millennial
Media
Twitter
Pandora
Five of the top seven (Facebook, Twitter, Pandora,

Apple and Millennial Media) rely primarily on
display advertising. Facebook and Twitter are
having success with sponsored timeline posts, a
display format sometimes referred to as "native" advertising. By contrast, we estimate
77% of Google's mobile ad revenue comes from search.
As of October 8, 2014. Includes mobile and desktop users. * Estimated YouTube reach.
2015 SNL Kagan, a division of SNL Financial LC, from company filings and SNL Kagan estimates.
All rights reserved.
Mobile ad company deals database, 2009-2014

Date
Year announced Buyer
Deal
value
($M)
2009
11/09/09 Google
AdMob
750.0
2010
01/05/10 Apple
Quattro Wireless
275.0
2010
01/20/10 Opera
AdMarvel
8.0
2011
02/14/11 Tremor Media
Transpera
15.8
2011
04/25/11 ValueClick
Greystripe
70.6
2011
09/29/11 Viggle
WatchPoints
2.5
2012
02/16/12 Opera
Mobile Theory
18.0
2013
01/02/13 Phunware
TapIt
23.0
2013
04/01/13 Millennial Media Metaresolver
11.8
2013
08/12/13 Millennial Media JumpTap
238.4
2013
09/09/13 Twitter
MoPub
350.0
2013
12/03/13 Blinkx
Rhythm NewMedia
65.0
2014
01/07/14 Yahoo!
Aviate
80.0
2014
07/21/14 Yahoo!
Flurry
300.0
2014
09/23/14 Millennial Media Nexage
107.5
Mobile Ad Deal Totals / Weighted Averages
2,316.8
Target
*Est. FY
annual
revenue Rev.
of seller mul.
($M)
(x)
95.0 7.9
23.0 12.0
4.0 2.0
7.2 2.2
31.0 2.3
0.0 NM
26.3 0.7
12.0 1.9
2.0 5.9
122.7 1.9
100.0 3.5
32.6 2.0
0.0 NM
210.0 1.4
47.2 2.3
713.0 3.2
As of October 21, 2014. * Forward year revenue estimate for the year following acquisition
NM = Not meaningful. 2015 SNL Kagan, a division of SNL Financial LC, estimates.
Millennial Media was the seventh-largest

mobile advertising platform by revenue in
2014, due primarily to its $238.4million
JumpTap acquisition, which closed in
November 2013 at an estimated 1.9x
forward-year revenue multiple.
Of the 15 mobile-ad deals we have tracked
since 2009, mobile-ad companies have sold
at an average forward-year revenue multiple
of 3.2x. This is several turns lower than the
overall mobile deals revenue multiple of
6.2x forward-year revenue, based on the
95 mobile-media deal comparables in our
database.
10
The iPad's Evolution Into a TV
he larger screen offered by a tablet has always been perceived as a benefit for
mobile video viewing. Now data is validating that perception.
In the third quarter of 2013, we asked online survey respondents if
they watched full-length TV and films on their smartphone or tablet,
and 11% answered that they did so weekly. When we asked the same
question again in February 2015, the answer was 20%. Hulu's own
reported usage data also confirms this trend.
Weekly viewers of full-length TV/

movies on smartphone/tablet, U.S.,
% adult internet users
(%)
25
20%
20
15
11%
Expanding the scope of the question from a week to a three-month period,

35% of survey respondents said they had viewed long-form content on a
tablet or smartphone in the previous 90 days. And differences in viewing
trends by age group underscore that younger audiences are adopting
mobile video at a faster clip than older generations. For instance, 41%
of Millennials surveyed used their tablet for full-length TV and film
viewing, compared to just 16% of Baby Boomer tablet users.
10
5
0
Survey
sample size:
Q3 2013
Q1 2015
1,021
5,090
2015 SNL Kagan, a division of SNL Financial LC,

estimates. All rights reserved.
Mobile video viewing by age generation

(%)
45
Viewed a full-length movie/TV show on a smartphone

Viewed a full-length movie/TV show on a tablet
41%
40
36%
35
32%
30
25
20
29%
28%
31%
21%
20%
16%
15
10
7%
6%
1%
0
Preteens
Teens
Millennials
GenX
Boomers
Seniors
Q. Which of the following statements or activities accurately reflects the [preteens or teenagers]
in your household? Used a smartphone/tablet to view a full-length movie or TV show.
Base: Preteens 549, teenagers 390.
Q. Which of the following activities have you performed on your [device] over the past 3 months?
Base: Smartphone users 1,748, tablet users 1,401.
According to our data analysis, video-specific

apps as a percentage of all entertainment apps
grew to 65% of the category in first quarter
2015, up from 55% in first quarter 2011.
While the entertainment genre which most
publishers decide to use for video-heavy apps
has declined in share over the years, that has
more to do with confused iPad publishers than
a waning interest in mobile video. For instance,
in 2011, many app publishers classified their
apps as entertainment when games (Pocket Ants
HD) or news (People Magazine) was probably
a better fit.
11
Most popular iPad free app genres, 2011-2015

(%)
60
Games
Productivity
Entertainment
Other iPad identity changes include news

apps shrinking from a nearly 10% share of
top free iPad apps in first quarter 2011 to
a measly 0.1% in the first quarter of 2015.
Mobile games have boomed, with free iPad
game apps growing from a 30.4% share
to more than 50%, comparing the same
periods. And as consumers have tested
the device's ability to replace a laptop,
the productivity genre has grown from a
2.5% share in first quarter 2011 to more
than 10% in first quarter 2015.
News
50
40
30
20
10
0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
'11 '11 '11 '11 '12 '12 '12 '12 '13 '13 '13 '13 '14 '14 '14 '14 '15
Genre market share by instances in weekly top 100 lists during quarter.
Includes free iPad apps only.
Data starts January 19, 2011.
2015 SNL Kagan, a division of SNL Financial LC, analysis of Apple iTunes data. All rights reserved.
Top entertainment apps, Q1 2011 vs. Q1 2015

2011
---------------Video-specific apps as % of all
55%
ABC Player
ABC's Grey's Anatomy Sync
Adult Swim
Bones
Buzz Wire!
DIRECTV App for iPad
Discovery Channel HD
Fandango Movies - Times & Tickets
finger drums!
Flowpaper
Hulu Plus
IMDb Movies & TV
Laser Lights
Live From the Red Carpet
Live TV Box Lite
love finger scan
Meander
mood finger scan
Movies by Flixster, with Rotten Tomatoes - Free
Netflix
Oscar Backstage Pass
OverDrive media Console
PBS for iPad
PEOPLE Magazine
Pocket Ants HD
Pocket Pond HD
Popular Science+
SnagFilms
Talking Bacteria John, John & John for iPad
Talking Gina the Giraffe for iPad
Talking PANDA HD
Talking Roby the Robot for iPad
Talking Tom Cat for iPad
TiVo
True Grit
TWCable TV
Vogue
XFINITY TV
2015
entertainment apps--------------65%
123D Sculpt+
Amazon Instant Video
CBS
Disney Movies Anywhere
Disney Royal Celebrations
FOX NOW
Hello Kitty Nail Salon
Hulu Plus
NBC
Netflix
Olaf's Adventures
Talking Larry the Bird for iPad
Talking Tom & Ben News for iPad
The Voice Official App
Tom Loves Angela for iPad
Tom's Love Letters
U-verse
WATCH ABC
XFINITY TV Go
YouTube Kids
When it comes to the kind of video

consumers are watching, over-the-top
wins. The only video-specific apps to chart
every week in the first quarter with the
exception of The Weather Channel were
Netflix, Hulu Plus, Amazon Instant Video
and YouTube.
For the first time, thanks to first-quarter
premieres of its popular original series
"House of Cards" and its new show
"Unbreakable Kimmy Schmidt," the Netflix
iPad app remained in the top 10 of all
iTunes free iPad apps all quarter long. The
next-most-popular OTT app was Amazon's
Instant Video app, which ended the first
quarter as the 39th most popular free
iPad app. Hulu Plus' rank steadily rose
throughout the quarter and it ended the
period in 54th place. Google's Chromecast
app made a cameo. Of no surprise to
longtime watchers of this space, Google's
YouTube Kids performed very strongly out
of the gate, as American parents continue
to employ phones and tablets as pacifiers.
Non video apps in bold.

12
Leading OTT iPad app rank, Q1 2015
YouTube
Netflix
Hulu Plus
YouTube Kids
Chromecast
03/25/2015
03/18/2015
03/11/2015
03/04/2015
02/25/2015
02/18/2015
02/11/2015
02/04/2015
01/28/2015
01/21/2015
01/14/2015
01/07/2015
1
11 --------------------------------------------------------------------------21
31
41
51
61
71
81
91
101
Looking at just the content producers active

on iPad, Walt Disney Co. dominates. The
first quarter marked the 14th quarter in a
row the Mouse House has topped our freeiPad-app list. In first quarter 2015, Disney
had 18 different apps chart in the top 100
free iPad charts in iTunes. The WATCH ABC
app was its strongest performer, followed by
the games Marvel: Contest of Champions
and Frozen Free Fall.
Hollywood free iPad app leaders, Q1 2015

Rank Content producer
1 Walt Disney (ABC Digital Disney
Electronic Content Inc., Disney
Enterprises Inc., Gameloft, LINE
Corporation, ZEN Studios Ltd., ESPN Inc.)
2 Amazon
3 Comcast / NBCUniversal (Gameloft,
NBCUniversal Media LLC, Comcast
Interactive Media)
Google Inc. (video apps only)
App(s)
WATCH ABC (11), MARVEL Contest of Champions (9),
Frozen Free Fall (6), Disney Infinity: Toy Box 2.0 (3),
Cinderella Free
Fall (2), Disney Movies Anywhere (2),
Disney Royal Celebrations (2), Mickey's Magical Math
World by Disney Imagicademy (2), Spider-Man
Unlimited (2), Cars: Fast as Lightning, ESPN, ESPN
Tournament Challenge, LINE: Disney Tsum Tsum,
Marvel Pinball, Mickeys Magical Arts World by
Disney Imagicademy, Olaf's Adventures, Temple Run:
Oz, WatchESPN
Amazon App (12), Amazon Instant
Video (12), Kindle (12)
Despicable Me: Minion Rush (12), XFINITY TV Go (3),
NBC (2), NBC Sports Live Extra, The Voice Official App
YouTube (12), YouTube Kids (5), Chromecast (2)
5 Apple Inc.
Hulu LLC
Netflix Inc.
Pandora Media Inc.
Spotify Ltd.
The Weather Channel LLC
11 Time Warner Inc. (Zynga Inc., Cartoon
Network, Turner Sports Interactive Inc.)
12
13
14
15
16
17
Beats Music
Hulu Plus
Netflix
Pandora Radio
Spotify Music
The Weather Channel App for iPad
Looney Tunes Dash! (3), LEGO Star Wars: The
Complete Saga (2), NCAA March Madness Live (2),
Legends of Ooo - Adventure Time, Sky Streaker
Clear Channel Broadcasting Inc.
iHeartRadio for iPad
CBS Corp.
CBS (5), CBS News, CSB Sports
Viacom Inc.
Nick Jr. (4), NOGGIN (2)
News Corp. (FOX Broadcasting, Electronic FOX NOW (3), The Simpsons: Tapped Out
Arts Inc.)
DreamWorks (No Yetis Allowed Ltd.,
Pocket Shrek, Real Steel Champions
Reliance Big Entertainment UK Private Ltd.)
AT&T Inc. (AT&T Services Inc.)
U-verse
SoundCloud Ltd.
SoundCloud
Total
Weekly
instances
in Top 100 Genre(s)
48 Games, Entertainment,
Sports, Education
36 Lifestyle, Entertainment,
Books
19 Games, Entertainment, Sports
19 Photo & Video, Entertainment,
Utilities, Navigation
12 Music
12 Entertainment
12 Entertainment
12 Music
12 Music
12 Weather
9 Games, Sports
8
7
6
4
Music
Entertainment, News, Sports
Education
Entertainment
2 Games
1 Entertainment
1 Music
232
Title placements in weekly top 100 lists as collected by SNL Kagan.

SNL Kagan collects the top 100 free iPad apps every Wednesday.
13
A comprehensive
listing of Hollywood
free and paid iPad
and iPhone video app
leaders is available
in Appendix A of
this report.
Buoyed by e-books and video, Amazon claimed the second spot in our Hollywood tables.
Tied for third were Comcast/NBCUniversal Media, which was helped by Despicable
Me: Minion Rush and the TV Everywhere XFINITY TV Go app, and Google's selection
of video apps, including newbies Chromecast and YouTube Kids.
The Weather Channel is the only basic cable network app to never chart lower than
the No. 100 position since we started collecting this data in September 2012. Viacom's
Nick Jr. app and Disney's WatchESPN were the only other basic cable network apps
appearing in the top 100 lists in the first quarter. Overall, throughout the years basic
cable network iPad apps have performed relatively inconsistently, with the exceptions
of WatchESPN and The Weather Channel.
Basic cable network iPad app ranking, 2012-2015

1
11
21
31
41
51
61
71
81
09/05/13
09/19/13
10/03/13
10/17/13
10/31/13
11/14/13
11/28/13
12/12/13
12/26/13
01/09/13
01/23/13
02/06/13
02/20/13
03/06/13
03/20/13
04/03/13
04/17/13
05/01/13
05/15/13
05/29/13
05/12/13
06/26/13
07/10/13
07/24/13
08/07/13
08/21/13
09/04/13
09/18/13
10/02/13
10/16/13
10/30/13
11/13/14
11/27/14
12/11/14
12/25/14
01/08/14
01/22/14
02/05/14
02/19/14
03/05/14
03/19/14
04/02/14
04/16/14
04/30/13
05/14/14
05/28/14
06/11/14
06/25/14
07/09/14
07/30/14
08/13/14
08/27/14
09/10/14
10/01/14
10/15/14
10/29/14
11/12/14
11/26/14
12/10/14
12/24/14
01/07/15
01/21/15
02/04/15
02/18/15
03/04/15
03/18/15
91
101
The Weather Channel

CNN app for iPad
Nick Jr.
Lifetime
Animal Planet for iOS
FXNOW
WATCH TNT for iPad

WATCH TBS for iPad
MTV
WATCH Disney Channel
BET NOW
vh1 app
WATCH ABC Family
A&E
WATCH Disney Junior
Comedy Central
WatchESPN
Nick
HISTORY
WATCH Disney XD
Univision Deportes
Includes free cable network iPad apps ranking in the top 100 free apps for the mentioned weeks.
14
The Most Popular Mobile-Video Content
indings from the third quarter 2014 SNL Kagan Consumer Insights survey suggest that
consumer preferences in mobile-video content tend to mirror the traditional online
video market, dominated by short-form video (e.g. YouTube) and movies (e.g.Netflix),
followed by TV shows (e.g. Hulu). Survey respondents showed only modest interest in
mobile-video delivery of TV news and, surprisingly, sports.
According to the survey, millennials represent about half of total viewers watching
paid mobile video. The survey also found that traditional gender preferences for TV
programming also extend to mobile video.
Viewing of paid mobile video by age generation

Paid video on
a smartphone
Paid video on
a tablet
8%
17%
Millennials
32%
49%
59%
34%
GenX
Boomers
Q. Which of the following activities have you performed on your [smartphone, tablet] over
the past 3 months - viewed a streamed movie or TV show from an online video subscription
service/viewed a streamed movie or TV program from your pay TV service provider website/
viewed a streamed movie or TV program from a premium TV network?
Base: Smartphones 1,748, tablets 1,401.
Ranked interest in viewing paid

mobile-video content on a smartphone
-- % viewing paid video content on a smartphone -Full-length Short-form

TV
Live TV series
movies
video news sports programs
(%)
(%)
(%)
(%)
(%)
1= highest interest
30
36
7
13
15
2
22
17
18
17
27
3
14
16
25
17
28
4
18
17
28
17
21
5= least interest
17
15
23
36
9
Q. Please rank your interest in viewing the following types of video content on a
smartphone. Base: 441 smartphone owners who view paid video content on the device.
Overall, 35% of survey respondents reported viewing

full-length TV shows or movies on mobile devices
(smartphones or tablets) in the previous 90 days.
According to the survey, nearly six in 10 viewers
of paid video on smartphones are millennials. Paid
mobile video includes OTT services like Netflix,
or a TV Everywhere service such as Comcast's
XFINITY or HBO GO. Millennials also account for
approximately half (49%) of respondents viewing
paid video on a tablet.
Among those viewing paid mobile video, shortform video and full-length movies received the most
interest for viewing from a smartphone. TV shows
also ranked high.
Survey respondents who reported viewing paid
video on a tablet over the previous three months
showed very similar interests in content. Compared
to smartphones, slightly fewer people ranked
short-form video as being of high interest for tablet
viewing. However, more respondents reported high
interest in viewing full-length movies and TV shows
on a tablet.
15
Ranked interest in viewing paid

mobile-video content on a tablet
1= highest interest
2
3
4
5= least interest
---- % viewing paid video content on a tablet ---Full-length Short-form

TV
Live TV series
movies
(%)
(%)
(%)
(%)
(%)
38
25
6
11
20
23
21
14
15
27
17
23
20
16
24
12
18
33
17
20
10
14
27
41
8
Q. Please rank your interest in viewing the following types of video content on a
tablet. Base: 533 smartphone owners that view paid video content on the device.
No. 1 highest interest in viewing

paid mobile video content by gender
Full-length Short-form
TV
Live TV series
movies
(%)
(%)
(%)
(%)
(%)
Smartphone
Men
Women
Tablet
Men
Women
31
28
32
41
6
8
20
4
11
20
36
41
27
22
7
5
17
3
13
29
Base: 441.
According to the survey, mobile-video content

preferences do not appear linked to age, as
millennials, GenXers and Boomers all have very
similar interests in paid mobile-video content.
The type of on-demand video services being
used, such as TV Everywhere, premium network
VOD, online subscription VOD, or online catchup TV services, as well as the frequency of using
these services, also have little correlation with
mobile-video content preferences.
Examining mobile-video preferences by gender
shows similar interests among men and women
for full-length movies and TV news. However,
men are much more interested in viewing live
sports on mobile devices. In contrast, women
expressed greater interest in viewing TV shows,
as well as short-form video, on smartphones.
Highest-Rated iPad Video Apps
ccording to iTunes' collection of customer reviews, some of the highest-rated video

iPad apps in first quarter 2015 were The CW, History, HBO GO, DISH Network's
DISH Anywhere, and World Wrestling Entertainment.
We broke down the leading iPad video apps into four categories: broadcasters, cable
networks, multichannel providers and over-theiPad video app rankings based on
top. Wethen ranked the apps by the number of
consumer ratings - broadcasters
Full
All
stars consumers have rated them, with a rating
1-5 version Live episodes/
of five being the best. Normally, we rank ties
AirPlay
Rank Broadcasters
rating reviews prog. VOD
1
The CW
4.0 65,844
X
alphabetically; however, in this case we sorted
FOX NOW
4.0 18,601
X
ties so that the app with the most total reviews
PBS for iPad
4.0
5,465
X
X
4
NBC
3.5 30,624
X
X
X
rises to the top the logic being that the more
5
WATCH ABC
2.5 54,983
X
X
X
people are in the sample, the stronger the rating.
CBS
2.5 31,163
X
X
7
FOX Sports GO
1.5
1,918
Total ratings for all app versions.

Ties ranked by total reviews.
Video app rankings based on consumer reviews as of April 24, 2015.
2015 SNL Kagan, a division of SNL Financial LC, analysis of Apple iTunes data.
For the broadcasters, the top spot was actually a

three-way tie, with four stars attained for The CW,
FOX NOW, and PBS.
16
iPad video app rankings based on consumer

ratings - basic and premium cable nets
1-5
Rank Basic cable nets
rating
1 HISTORY
4.5
A&E
4.5
3 WatchESPN
4.0
Fox News for iPad
4.0
Lifetime
4.0
Nick Jr.
4.0
7 The Weather Channel
3.5
CNN app for iPad
3.5
WATCH Disney Channel
3.5
Univision Deportes
3.5
Nick
3.5
WATCH Disney Junior
3.5
WATCH Disney XD
3.5
14 Comedy Central
3.0
Animal Planet for iOS
3.0
16 NBC Sports Live Extra
2.5
MTV
2.5
WATCH TBS for iPad
2.5
VH1
2.5
BET NOW
2.5
21 WATCH ABC Family
2.0
WATCH TNT for iPad
2.0
23 FXNOW
1.5
Rank Premium nets
1 HBO GO
2 Showtime Anytime
Starz Play
1-5
rating
3.0
1.5
1.5
All
version Live
reviews prog.
20,457
X
19,226
X
102,074
X
78,041
X
18,562
420
X
116,714
27,920
X
16,795
X
16,323
X
10,808
6,223
X
4,495
X
1,556
539
23,680
X
3,934
X
2,616
X
1,426
X
165
X
13,310
X
3,463
X
2,771
All
version Live
reviews prog.
23,012
8,809
X
2,048
Full
episodes/
VOD
AirPlay
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Full
episodes/
VOD AirPlay
X
X
X
X
X
Most of the broadcaster apps offer full-episode

video on demand and live programming (in some
cases, only with authentication). The CW's top
spot is not a surprise, considering the long legacy
the company has had supplying its younger fan
base with on-demand app content.
Of the 23 leading basic cable network iPad
apps, A+E Networks' History and A&E apps tied
for first with 4.5 stars, followed by a four-way
tie between Walt Disney Co.'s WatchESPN,
FOXNews, Lifetime Television and Nick Jr., each
with a four-star rating. HBO GO tops the list of
the three premium network iPad apps with a
rating of three stars.
Of the nine leading multichannel provider iPad
apps, DISH comes out on top with 4.5 stars.
Comcast's XFINITY iPad apps scored four stars,
followed by DIRECTV and AT&T's U-verse at
3.5 and three stars, respectively. None of the
multichannel provider apps support Apple's
AirPlay interface.

iPad video app rankings based on consumer ratings - multichannel operators

Rank
1
2
3
4
Full
All
1-5 version Live episodes/
AirPlay
Multichannel operators
rating reviews prog. VOD
DISH Anywhere for iPad
4.5 15,667
X
X
Comcast (XFINITY TV / XFINITY TV Player / XFINITY TV Go)
4.0 40,311
X
X
DIRECTV (DIRECTV App for iPad)
3.5 72,276
X
X
U-verse
3.0 23,697
X
X
Verizon FiOS Mobile
3.0 13,714
X
X
Cablevision (Optimum for iPad)
3.0
4,440
X
X
TWCable / TWC TV
2.5 15,026
X
X
Bright House (Bright House TV)
2.5
3,061
X
X
Cox TV Connect
2.5
2,445
X

17
iPad video app rankings based

on consumer ratings - OTT
1-5
Rank OTT
rating
1
WWE
4.0
YouTube Kids
4.0
3
Netflix
3.5
Crackle
3.5
3.5
6
Chromecast
3.0
YouTube
2.5
2.5
9
Hulu Plus
2.0
Full
All
version Live episodes/
AirPlay
reviews prog. VOD
5,902
X
X
X
1,129 NA
X
261,742 NA
X
X
24,732 NA
X
X
8,893 NA
X
X
2,020 NA
X
153,006 NA
X
X
13,954 NA
X
X
47,842 NA
X
X

N/A = not applicable.
Finally, of the nine leading OTT iPad apps, WWE

and Google's YouTube Kids topped the charts
with four stars. Of note is the low sample of
total reviews for each of the apps: fewer than
6,000 total reviews for WWE and just 1,129
for YouTube Kids. Tied for third place in the
OTT charts by ratings are Netflix, Crackle, and
Disney's relatively recent Movies Anywhere
app, all with 3.5 stars.
Netflix also has the most reviews of all the
video iPads we compared at 261,742; YouTube
has the second-highest number of reviews at
153,006, followed by The Weather Channel
with 116,714.
The Pass-Back Effect Finally Gets OTT Traction
number of recently released OTT apps focusing on younger audiences seem to

be taking advantage of a trend we've been writing about for years: parents using
smartphones and tablets to keep their kids occupied during a drive or at dinner.
The Disney Movies Anywhere iPad app launched in February 2014 and entered the
iTunes charts at No. 1. The app provides a walled-garden marketplace for easy access to
popular Disney films. Exactly a year later, Google's YouTube Kids app was released and
also entered the charts in the top position among free iPad apps in the week of Feb.25,
2015. The YouTube Kids app promises a "kid-safe" YouTube experience.
Then, in March 2015, Nickelodeon launched its new OTT subscription app, NOGGIN,
aimed at preschoolers. The service costs $5.99 per month and includes age-appropriate
hits like "Blue's Clues" and "Ni Hao, Kai-lan." Kabillion's app, launched in February2015,
is also geared toward kids under 5.
Other notable kids-focused OTT services include Ameba TV and Kidobi. For paid apps,
subscription fees are roughly in-line with NOGGIN's roughly $5 monthly fee.
18
Selected OTT kids' content aggregators

Service
Ameba TV
Selected
Financial
Backers
NA
Estimated # of
titles
Thousands of
episodes
Jim Henson Jim Henson

Family TV
Company
Kidobi
NA
Kidoodle.TV A Parent
Media Co.
Kindle
Amazon
FreeTime
Unlimited
Sesame Go Sesame
Workshop
Toon
Calpacific
Goggles
Equity Group
ToonsTV
Revenue
models
subscription
NA
Selected content partners

Picture Box Distribution,
Decode Entertainment,
NCircle Entertainment
Free ad-supported Jim Henson Company
Thousands of
videos
~90 TV series
Free (ads, limited

Endemol, Bellum
content); $4.00/mo. Entertainment, Sky Vision
$4.99/month
Hasbro, DHX, Nelvana
advertising,
subscription
subscription
Android, iOS
Hundreds of
seasons
$4.99/month (1
child), $9.99/month
(up to 4 children);
discounted plans
for Prime members
$3.99/month;
$29.99/year
Free (limited
content); $4.99/mo.
subscription
Kindle Fire, Kindle Fire HD
~200 episodes
Thousands of
episodes
Rovio
16 series
Entertainment "channels"
Content cost
$3.99/month
Sesame Street, Nickelodeon,

Disney
advertising
Sesame Street, Pinky Dinky

subscription
Doo
Animasia, Astral Studios, SMC subscription
Entertainment Group
Free ad-supported Rovio Entertainment, National advertising

Geographic Kids, Hasbro
Selected devices with apps

Android, iOS, Xbox 360,
Google TV, Roku, Chromecast,
LG Smart TV
Roku, Amazon Fire TV
iOS, Android
Web-browser
iOS, Android, Roku, Kurio
7, Meep!, WD TV Live,
Nook, Polaroid Kids Tablet,
OUYA, Nook HD, Google TV,
Windows 8, smart TVs (Vizio,
Samsung, Sharp, Panasonic)
iOS, Android, Roku, Samsung
Smart TVs
As of October 15, 2014. NA= not available. "Web-browser" is specified for Sesame Go as that is currently the only available way to use the service.
2015 SNL Kagan, a division of SNL Financial LC, estimates and analysis. All rights reserved.
The OTT Onslaught and Consumer Appetite for Multiple Video Subscriptions
n addition to the mainstays of Netflix, Hulu and Amazon, a flurry of new OTT services
launched in 2014 and first quarter 2015, including CBS All Access and HBO NOW. A
couple of Virtual Service Providers (VSPs) have also popped up in 2015, including DISH's
Sling TV and Sony's PlayStation Vue. As
Video provider preference
the lines between providers blur, one
Multiple
thing is certain: consumers have never
providers:
One Provider: Multichannel video
had so many viewing options.
27%
38%
7%
20%
11%
One
Provider:
62%
35%
with no on-demand
with on-demand
with all content on-demand
Multiple Providers: Multichannel
video and online services both
with on-demand
Multiple Providers: All ondemand
Question: Which of the following best represents your preferred method of acquiring TV entertainment?
Base: Total Respondents - 2,552
Including HBO NOW and NOGGIN,

nine new OTT services have launched
already in 2015. And with all of these
OTT and VSP options, the question is
whether consumers will even want to
manage several different subscription
services for video.
19
Launch dates for select OTT aggregators, 2014 & 2015

Docurama
Channel
Tennis
Pluto.TV
Mar14
Feb14
May14
Apr14
Anywhere
Jul14
All Access
Sep14
Aug14
Paula Deen
Bollyvod
Tubi
Disney Movies
Jun14
Network
TV
Sesame
Street Go
SoompiTV
(formerly
Kdrama)
Yaveo
Midnight
CBS
ScreenHits
Channel Plus
Oct14
XiveTV
Shout!
Factory TV
Pulp
Nov14
Dec14
Urban Movie
Channel
HBO
Kabillion
NOW
Jr.
Jan15
Break
Movies
Feb15
Mar15
Apr15
CONtv
CuriosityStream
NOGGIN
Pilotly
WWE
Network
Age groups by video provider preference

(%)
100
80
60
40
20
18-24
9%
12%
25-34
35-44
45-54
11%
17%
15%
18%
18%
23%
21%
15%
25%
17%
55-64
65+
16%
20%
27%
23%
17%
19%
17%
18%
12%
12%
12%
8%
14%
17%
18%
19%
15%
17%
One Provider:
One Provider:
One Provider:
Multiple Providers: Multiple Providers:
Multichannel video Multichannel video Multichannel video Multichannel video
All on-demand
with no on-demand with on-demand with all content on- and online services
demand
both with ondemand
Base: Total Respondents - 2,552
Multichannel video subscribers and cord cutters by video provider preference
(%)
100
80
36%
60
28%

with no on-demand
3%
10%

with on-demand
23%
40
7%
20
25%
9%
40%
20%

with all content on-demand
Multiple Providers: Multichannel
video and online services both with
on-demand
Multiple Providers: All on-demand
Multichannel Video Subscribers Cord Cutters / Cord Nevers

Base: Multichannel Video Subscribers - 2,211; Cord Cutters / Cord Nevers - 341.
For instance, a wrestling, tennis

and ESPN fan might be able to pay
for each of three nontraditional
subscriptions separately OTT
apps from World Wrestling
Entertainment and the Tennis
Channel's, plus DISH Network's
Sling TV VSP (which includes
ESPN) but will they really
wantto?
Our third-quarter 2014 online
survey of 2,552 Americans found
that across all ages, nearly twothirds of respondents (62%)
preferred dealing with a single
multichannel video provider,
compared to 38% who preferred
multiple video providers.
U n s u r p r i s i n g l y, o u r s u r ve y
results indicate millennials
were more likely to reply that
they were comfortable with
multiple providers for their
video entertainment, while older
demographics tended to prefer a
single provider.
20
For instance, 20% of respondents who said they preferred multiple sources for TV
and online video (linear and on-demand) were in the 18-24 age group, compared
to just 8% who were 65 or older. On the flip side, only 9% of those who preferred a
single multichannel video provider (with no on-demand) were in the 18-24 age group,
compared to 25% for those over 65.
Our comprehensive
OTT aggregator
database is available
in Appendix B of
this report.
Cord cutters/nevers responded that they were more likely to prefer multiple services
with on-demand video than other consumers. According to the survey, these cord
cutters/nevers are also nearly twice as likely to prefer all video content to be from
on-demand sources.
Rise of the Streaming Stick and Streaming Media Player
ridging the gap between OTT, mobile devices and the TV are streaming media
players and streaming sticks. These are peripheral devices with the primary function
of pushing online and mobile video to a TV screen.
While the larger streaming media players often ship with their own remote controls,
many also have the option of using the device's mobile app on a smartphone or tablet
as the remote control. Most streaming sticks require a smartphone or tablet app to be
used as the device's remote control.
The three headliners in the space are Apple TV, Roku's boxes and Google's Chromecast.
SNL Kagan estimates Apple had cumulatively shipped 25 million Apple TVs worldwide as
of Jan. 15, 2015. Roku had cumulatively shipped 10million streaming media players in
the U.S. as of Sept. 16, 2014. We estimate Google has shipped 13million Chromecasts
globally since their mid-2013 launch.
Selected streaming media players & sticks launch dates

May-08
Oct-12
Roku
Mar-07
Nov-08
Apple TV
WD TV
2007
2008
Roku
Streaming
Stick (HDMI)
2009
2010
2011
2012
Jul-13
Sept-13
Chromecast
Sony 4K Ultra HD
Media Player
Aug-13
Oct-13
TiVo Roamio OTA
Samsung Smart
Media Player
2013
2014
2010
Jan-14
Oct-14
Netgear
NeoTV
Nuvola
Amazon Fire
TV Stick
Apr-14
Jan-15
VUDU
Spark
Mar-15
Mohu
Channels
2015
Amazon
Fire TV
21
Streaming media players, such as Apple TV, Amazon Fire TV and Roku, are physically
larger than the thumb-drive-sized sticks. They connect to a TV via an HDMI cable, and
to the Internet through either Wi-Fi or Ethernet. The TiVo Roamio streaming media player
can be used as a DVR in conjunction with a pay TV subscription and allows up to 450
hours of HD recording. But unlike any of its competitors, the device requires a $14.99
monthly service fee to operate. The Mohu Channels media player offers the functionality
of its competitors and also provides an antenna to receive broadcast TV signals.
Apple TV streaming media player vs. Google Chromecast
tv
vs.
Streaming media sticks are smaller than streaming

media players and have garnered significant
popularity since Google launched Chromecast in
July 2013. A number of competing devices have
premiered, including the Amazon Fire Streaming
Stick, the Roku streaming stick, and the Vudu Spark.
These devices connect to the HDMI port of an HD
TV, and rely on Wi-Fi to stream content to a TV.
Because streaming sticks rely on Wi-Fi rather than
Ethernet, they are more susceptible to buffering
delays and generally have less processing power
than streaming media players.
Selected streaming media players and sticks

Device name
Company Selected content suppliers
Free Premium Other features
Device cost
Launch
date
Amazon Fire TV
Amazon
Netflix, Hulu Plus, Amazon Instant Video,

HBO GO, YouTube
Amazon
HBO GO, YouTube
Apple Inc. Netflix, Hulu Plus, HBO GO, HBO NOW,
YouTube
Google
Netflix, YouTube, Hulu Plus, HBO GO
Yes
Yes
$99.00
Apr-2014
Yes
Yes
Gaming, dedicated
gaming controller
Voice control remote
$39.00
Oct-2014
Yes
Yes
Airplay
$69.99
Mar-2007
Yes
Yes
$29.99-$35.00
Jul-2013
Mohu
Netflix, Hulu Plus, YouTube, TED
Netgear
Netflix, Hulu Plus, VUDU, YouTube
NanoTech Netflix, Hulu Plus, YouTube, M-GO,
Paramount Pictures
Roku
Roku
YouTube, HBO GO, Showtime Anytime
Roku Streaming Roku
Stick (HDMI)
YouTube
TiVo Roamio OTA TiVo
Vudu, YouTube
Yes
Yes
Yes
Yes
Yes
Yes
Cast content from

selected apps or browser
OTA incorporation
Hundreds of channels
4K streaming
Mar-2015
2010
Jan-2014
Yes
Yes
Motion control games
$149.99
$29.99-$59.99
$299.00$949.00
$49.99-$99.99
Yes
Yes
Motion control games
$49.99
Oct-2012
Yes
Yes
OTA DVR
Samsung Smart
Media Player
Sony 4K Ultra HD
Media Player
VUDU Spark
WD TV
$49.99 + $14.99/ Aug-2013

month (1-year
commitment)
$179.99
Oct-2013
Amazon Fire TV
Stick
Apple TV
Chromecast
Mohu Channels
Netgear NeoTV
Nuvola
Samsung
Netflix, Amazon Instant Video, YouTube
Yes
Yes
Linear TV pass-through
Sony
Netflix, Sony Video Unlimited 4K
Yes
Yes
4K streaming
VUDU
Western
Digital
VUDU
Hulu Plus, VUDU, YouTube, SnagFilms
Yes
Yes
Yes
Yes
VUDU only
Wide range of support
for local file formats
$499.99$699.99
$24.96
$99.99
May-2008
Sept-2013
Jan-2015
Nov-2008
22
Honorable mentions for prototypes stemming from Kickstarter campaigns include Mohu
Channels, which incorporates OTA and streaming tech, and Matchstick, an inexpensive
streaming stick based on Firefox OS.
Second-Screen Hype Subsides
ccording to a February 2015 SNL Kagan survey, nearly two-thirds (65%) of U.S.
online adult respondents said they surfed the Internet while watching TV. But
while multitasking is common, second-screen apps remain a small niche of this activity.
Most standalone second-screen apps, including leaders Viggle and Beamly, have yet to
crack more than a fewmillion active monthly users despite years of operation. Andwhile
the stand-alone second-screen apps struggle with a small, fragmented audience base,
Twitter and Facebook have amassed hundreds ofmillions of unique monthly mobile
users. Many venture capitalists have abandoned the space as the second-screen hype
never materialized into the audience sizes advertisers need.
As a result, in the past couple of years, many second-screen services have either been
acquired or changed their business focus. One early second-screen app, GetGlue,
changed its name to tvtag, was acquired by i.TV, and was then shuttered, all within
the span of a year. And even with backers including NBCUniversal Media and Viacom,
one of the more popular second-screen apps,
Viggle revenue, Q1 2012-Q4 2014
Beamly (formerly ZeeBox), is in the midst of
($000)
adjusting its business model and focus.
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2012 2012 2012 2012 2013 2013 2013 2013 2014 2014 2014 2014
The only public company of the bunch,

Viggle (a penny stock operating on a "going
concern" basis) generated $22.3 million in
2014 revenue. Cash flow remains elusive, and
revenue growth has not folllowed the hockeystick curve investors might expect from a
mobile company. We estimate Viggle monthly
active users were fewer than onemillion at
the end of 2014.
23
LTE Broadcast and ATSC 3.0 Update
hile neither service is available commercially to the public, Verizon Wireless and
AT&T Mobility have been actively experimenting with LTE Broadcast technology.
Verizon showcased LTE Broadcast during the 2014 Super Bowl to an invited audience
in Bryant Park, New York. AT&T also showcased its LTE Broadcast technology during the
first-ever College Football Championship game on Jan. 12, 2015. Both Verizon Wireless
and AT&T Mobility plan to commercially launch their respective LTE multicast services,
and compatible devices, in the second half of 2015.
ATSC 3.0 is another proposed technology standard and the group behind it the Advanced
Television Systems Committee expects the standard to move into candidate status in
2016. The standard would redefine broadcast spectrum to also enable two-way one-toone connections in addition to broadcast one-to-many.
Mobile Video Technology Experts
ompanies providing the technology behind mobile video streams (transcoding,

hosting and streaming) grew revenue by 19.4% compared to 2013. It was a welcome
turn of events after the floundering of KIT Digital, and its eventual bankruptcy, which
muted the 2013 performance of the group. But the category as a whole is in sound
shape. A bright spot is in international markets where OTT and TV Everywhere are in
earlier stages of adoption.
Mobile video technology experts by
revenue, global, 2012-2014
We estimate this group cracked abillion dollars in 2014
Annual
2012 2013
2014
chg.
revenue, up from $860.3 mil. in 2013. MLB's MLB Advanced
($M) ($M)
($M)
(%)
Media division tops our charts by revenue thanks to providing
MLB AM
277.5 356.8
442.0
23.9
Brightcove (BCOV)
88.0 109.9
125.0
13.8
streaming services for several leading media properties including
MobiTV
69.4
75.0
88.5
18.0
ESPN, WWE, CBS and most recently HBO NOW.
QuickPlay
45.0
61.0
80.5
32.0
Envivio (ENVI)*
Other
Total
39.1
304.6
823.6
41.7
43.2
215.9
248.2
860.3 1,027.5
3.6
15.0
19.4
* Fiscal year.
2015 SNL Kagan, a division of SNL Financial LC, estimates.
We estimate QuickPlay, which has focused heavily on

international markets for several years, outgrew its competition
in 2014 with an estimated 32% year over year revenue growth.
24
OTT Library Analysis: Netflix, Hulu Plus and Crackle
ver-the-top (OTT) video services generate a lot of activity in the content-acquisition

space, and have also increasingly moved toward producing original content.
Ourestimates show that Netflix's library of movies has gradually decreased over the past
two years as Hulu Plus's has expanded. Although Sony's Crackle is a popular platform
for long-form content viewing, we estimate that its library is quite small.
Netflix, Hulu Plus and Crackle

streaming catalog figures, Dec. 14
Netflix
6,558
-
Movies
TV series*
Hulu Plus
6,223
3,819
Crackle
113
71
* The number of seasons and episodes varies by series.

2015 SNL Kagan, a division of SNL Financial LC, estimates
from company and industry data. All rights reserved.
The three services rely on different models: Netflix is subscriptiononly; Crackle is ad-supported only; and Hulu Plus requires a
subscription, but also shows ads. These differences, as well as the
number of users, have an impact on revenue and thus the quality
and amount of content each provides. The comparison is not
apples-to-apples (especially with Crackle included), but does dig
into a few quantitative characteristics of each library.
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
June-12
July-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Aug-13
May-13
July-13
July-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
June-14
July-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Whether its plan was to outright increase its content library or if that happened secondarily,
Hulu Plus has shown impressive growth in the scale of its content. Through December
2014, movies available
Hulu
lu Plus library,
y Dec. '11
11 - Dec. '14
14
to Hulu Plus subs
7,000
increased by 150.9%
Movies
6,000
compared to December
TV Series
5,000
2011, by 75.7% since
December 2012 and by
4,000
44.2% since December
3,000
2013. Available TV
2,000
series grew 138.7%,
1,000
66.2% and 28.3%
over the same periods,
respectively.
2015 SNL Kagan, a division of SNL Financial LC, estimates from company and industry data. All rights reserved.
Hulu Plus' movie catalog Dec. '14, yearly breakdown
Number
mber of movies
700
600
500
400
300
200
2014
2011
2008
2005
2002
1999
1996
1993
1990
1987
1984
1981
1978
1975
1972
1969
1966
1963
1960
1957
1954
1951
1948
1945
1942
1939
1936
1933
1930
1927
1924
1921
1918
1915
1912
1909
1906
1903
1900
100
25
The total figures for Netflix's content library have consistently moved in the opposite
direction as Hulu's. While there is movement on a month-to-month basis, the overall
trend is clearly a negative one, with movies on Netflix's streaming service having fallen
steadily, but gradually, over the past few years. From three years prior, the number of
movies has dropped 35.4% through December 2014, 29.3% since December 2012
and 5.4% since December 2013.
Netflix movie streaming library, Dec. '11 - Dec. '14
12,000
Movies
10,000
8,000
6,000
4,000
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
June-12
July-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Aug-13
May-13
July-13
July-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
June-14
July-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
2,000
Analyzing the estimated total library figures provides high-level insight into the general
size of the collection, while the library's distribution by year is useful to understand
its age. Netflix's movie library as of December 2014, for example, shows a distinct
increase in the number of films for each year beginning in the mid-nineties, with the
most populated year being 2012, for which there were 885 films. The median year for
a film in the library is 2009.
Netflix's movie catalog Dec. '14, distribution by year
Number
ber of movies
1,000
800
600
400
200
1913
1914
1915
1916
1917
1918
1919
1920
1921
1922
1923
1924
1925
1926
1927
1928
1929
1930
1931
1932
1933
1934
1935
1936
1937
1938
1939
1940
1941
1942
1943
1944
1945
1946
1947
1948
1949
1950
1951
1952
1953
1954
1955
1956
1957
1958
1959
1960
1961
1962
1963
1964
1965
1966
1967
1968
1969
1970
1971
1972
1973
1974
1975
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
0
26
Due to the fashion in which Hulu's TV series catalog was estimated, we're unable to
glean much in the way of yearly distribution; however, the movie catalog provides
insight. The distribution has a long tail dating back to the early 1900s, but doesn't pick
up steam until the late 1990s. Like Netflix, 2012 was the year with the most movies, at
625. The median year for a movie was 2008.
Crackle's library of streaming videos is much smaller and has a distinct yearly distribution
profile. As opposed to Netflix and Hulu Plus, 2006 was the year with the most movies
for Crackle; the median year for a movie was 2002. TV series on Crackle had a median
year of 2009. The year 2011 had the most series, with eight.
Crackle's movie catalog Dec. '14, yearly breakdown

Number
umber of movies
16
14
12
10
8
6
4
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989
1988
1987
1986
1985
1984
1983
1982
1981
1980
1979
1978
1977
1976
1975
1974
1973
Crackle's TV series catalog Dec. '14, yearly breakdown

Number
umber of series
10
8
6
4
2
1934
1935
1936
1937
1938
1939
1940
1941
1942
1943
1944
1945
1946
1947
1948
1949
1950
1951
1952
1953
1954
1955
1956
1957
1958
1959
1960
1961
1962
1963
1964
1965
1966
1967
1968
1969
1970
1971
1972
1973
1974
1975
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
0
27
TV Everywhere Library Update
he buzz surrounding the launch of DISH Network's Sling TV and the likelihood
of other over-the-top multichannel packages coming down the pipe have taken
the spotlight from multichannel distributors' initial TV Everywhere efforts. Yet our
January2015 survey of movies and TV series available for authenticated multiscreen
access from seven operators shows the catalogs bulking up, both quantitatively and in
terms of exclusivity with regard to Netflix and Hulu Plus.
TV Everywhere movie universe*

Cox
Communications
DIRECTV,
2,593
Charter,
3,793
1,232
Total unique movies*,

18,834
Comcast,
4,630
DISH Network,
7,247
AT&T U-verse,
6,211
Verizon FiOS,
6,141
Our analysis of TV Everywhere libraries for AT&T U-verse, Charter

Communications, Comcast, Cox Communications, DIRECTV, DISH
Network and Verizon Communications' FiOS collects the movies
offered by each operator. It also lists their TV series, counting each title
only once, regardless of the number of episodes available. Finally, the
study compares each offering to the Netflix and Hulu Plus catalogs
and analyzes the exclusivity of each operator versus the other six.
Note that Time Warner Cable is not included, as the company's TV
Everywhere service does not allow for a reliable surveying process.
Analyzing the expansive list of 18,834 unique movies indicates

that, on average, slightly over 80% of the group's movie catalog was
* Unique titles oered by listed multichannel video
programming distributors.
not available on either Netflix or Hulu Plus at the end of January.
Companies included: AT&T; Charter; Comcast; Cox
Communications; DISH Network; DIRECTV; and Verizon.
The exclusivity for the listed operators' TV series library was even
greater in relation to Netflix, at 92.4%. Unsurprisingly given Hulu
Plus's relationship with major TV networks, our analysis shows that
an average 41.2% of the group's TV series were offered on the popular OTT aggregator.
Comcast's XFINITY Online offered a portfolio of more than 4,600 movies and more
than 4,200 TV series at the end of January 2015. This is up significantly from the 2014
tally. Drilling down through the data shows that 91% of the MSO's TV Everywhere
movie library was not available on Netflix. Approximately 67% was not available on
Hulu Plus. On the TV series front, these metrics stood at 96% and 48%, respectively.
In 2014, Comcast reaped the rewards of its aggressive push to promote its TV Everywhere
services. Vice Chairman and CFO Michael Angelakis at a December 2014 investor
conference said, "We havemillions of people accessing our TV Everywhere outside the
home and download to go, and the number of apps being downloaded is pretty dramatic."
Comcast's decision to live stream 11 hours of Super Bowl-related broadcasts without any
authentication requirements, including the game and halftime show, on Feb. 1, 2015,
underscores the company's focus on TV Everywhere promotional efforts at a time when
DISH's Sling TV carries the potential to reshape the video-delivery landscape.
28
Charter, through its TV Everywhere service, offers 3,793 movies. In comparison to top MSO
Comcast, a greater number of the cable operator's movies and TV series were available on
Netflix in January, at 25.3% and 14.5%, respectively. The story is the opposite when crossreferencing the two
MSOs' movie and
Analysis of TV Everywhere movie catalogs
AT&T
Cox
DISH
Verizon
TV series catalogs
U-verse Charter Comcast Comm. Network DIRECTV
FiOS Average
Total
6,211
3,793
4,630
1,232
7,247
2,593
6,141
4,550
with the Hulu Plus
% Offered on Netflix
(%)
9.0
25.3
9.3
48.1
20.0
12.1
11.0
19.3
library, with Charter
% Offered on Hulu Plus
(%)
47.3
4.5
33.4
7.1
33.6
5.7
6.3
19.7
% Offered by Other MVPDs* (%)
55.2
80.8
68.2
35.1
80.9
77.1
36.2
61.9
showing greater
TVE catalogs surveyed in January 2015 from MVPD websites.
exclusivity than its
* Other MVPDs include all listed operators minus the company highlighted in each column.
peer.
TV Everywhere TV series universe
Charter
Cox
249
Communications
DIRECTV,
1,273
Verizon
FiOS,
1,536
543
Total unique TV Series*,
7,631
AT&T
U-verse,
2,215
Comcast, 4,205
DISH Network,
3,726
Privately held Cox Communications counted 1,232 movies in its TV

Everywhere library in January, an estimated 48.1% of which were
offered on Netflix and 7.1% on Hulu Plus. Comparing Cox's catalog
to the movies offered by the other MVPDs listed shows that nearly
65% of the Cox movies were exclusive. On the TV series side, there
was greater overlap with the other MVPDs.
After DISH Network, telco services Verizon FiOS and AT&T U-verse
hold the largest movie catalogs in our analysis. Few of their titles are
available on Netflix. Their overlaps with movies offered on Hulu Plus
contrast starkly: 6.3% for Verizon FiOS vs. 47.3% for AT&T U-verse.
The story is similar on the TV series side.
* Unique titles oered by listed multichannel video

programming distributors.
Companies included: AT&T; Charter; Comcast;
Cox Communications; DISH Network; DIRECTV; and Verizon.
AT&T might not be far behind, as its acquisition of DIRECTV

carries with it the strong possibility of a large-scale wireless-based
TV product. "When you have 20million DIRECTV customers that
are very, very highAnalysis of TV Everywhere TV series catalogs
end customers,
AT&T
Cox
DISH
Verizon
U-verse Charter Comcast Comm. Network DIRECTV
FiOS Average
and seeing what
Total
2,215
249
4,205
543
3,726
1,273
1,536
1,964
the wireless
% Offered on Netflix
(%)
5.6
14.5
4.3
6.6
3.8
7.3
10.9
7.6
% Offered on Hulu Plus
(%)
64.2
26.5
52.5
26.2
50.3
45.4
23.5
41.2
penetration rate
% Offered by Other MVPDs* (%)
79.5
98.8
65.1
48.6
67.0
78.3
54.2
70.2
that we have in that
TVE catalogs surveyed in January 2015 from MVPD websites.
* Other MVPDs include all listed operators minus the company highlighted in each column.
customer base it
looks really good,
the opportunity to be able to sell mobility into those channels," AT&T Chairman and
CEO Randall Stephenson said in the company's fourth-quarter earnings call Jan. 27.
As of January, DIRECTV counted 2,593 movie titles and 1,273 TV series, with the
company's movie catalog boasting a relatively high level of exclusivity compared to both
Netflix and Hulu Plus; however, this is not necessarily the case on the TV series front.
29
According to an informal survey of the primary TV apps created to extend access to

content on alternative devices by cable, DBS, and telco providers, the selection of devices
is slowly expanding toward full support of iOS, Android and now Amazon tablets and
smartphones, however, progress on the smart TV, streaming media and game console
fronts remains isolated.
Time Warner Cable, Comcast and Verizon currently cater to the highest variety of
devices, including various game consoles and Smart TVs. Other providers such as Cox
Communications, AT&T and DIRECTV, meanwhile, have focused the availability of
content through iOS, Android and Amazon portable devices.
U.S. multichannel service provider video app highlights
Operator
AT&T U-verse
Name
U-verse for tablets
U-verse for mobile
U-verse easy remote

U-verse website
Bright House
Networks
Bright House TV app

Remote DVR manager
Optimum app For PC
Cablevision
Optimum app with

integrated TV to Go
feature
Charter app
Charter.net
XFINITY TV Go app
Charter
Comcast
Cox
Devices
Tablets
Smartphones
Use/function
On-demand content, remote control, DVR scheduling
Select on-demand content, remote control, TV
listings, DVR scheduling
Tablets/smartphones
Remote control, TV listings, DVR scheduling
Laptop/desktop
Live linear channels and on-demand content through
web browser
Tablets, smartphones, laptop/desktop Live linear channels, DVR scheduling, TV listings
Tablets, PC, mobile devices
DVR scheduling, TV listings
Desktop/laptop
Live linear channels, on-demand content, TV listings,
DVR scheduling
Smartphones/tablets
remote control, DVR scheduling
Smartphone/tablet
Laptop/desktop
Smartphone/tablet
XFINITY TV app
Smartphone/tablet
Xfinitytv.comcast.net
(web portal)
XFINITY On Demand
purchases app
XFINITY on Xbox
XFINITY TV Remote app
Contour app
Laptop/desktop
Smartphone/tablet/smart TV/game
console/laptop/desktop
Game console
Smartphones/tablets
Smartphone/tablet
Cox TV Connect
Smartphone/tablet/laptop/desktop
Cox.com web portal
Laptop/desktop
DIRECTV app/web portal Smartphone/tablet/laptop/desktop
DIRECTV
GenieGO app
DISH Anywhere
DISH Network app/website
Time Warner TWC TV app/website
Cable
Suddenlink2GO app/web
Suddenlink
portal
FiOS TV to Go/FiOS
mobile app
Verizon
FiOS web portal
Smartphone/tablet/smart TV/game
console/laptop/desktop
Smartphone/tablet/game console
Laptop/desktop
Live linear channels, TV listings, DVR scheduling

Live linear channels, on-demand content, TV listings
DVR scheduling
Purchased content through XFINITY on Demand
On-demand content
Remote control, TV listings, DVR scheduling
Live linear channels, TV listings
On-demand content
Recorded content through DVR
DVR scheduling
DVR scheduling
DVR scheduling
Table as of April 2015.

List does not include authenticated access to TV network apps such as Turner2Go.
30

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