via NBC press release:
NBC.COM RELEASES NEW RESEARCH ON FULL EPISODE VIEWING
Use of “NBC Rewind” Player Increased in Q4 2008 Over Other Quarters
Co-viewing Increased, Multi-tasking While Viewing Decreased
UNIVERSAL CITY, Calif. – March 25, 2009 – NBC.com today released findings from a Q4 2008 intercept survey of its full-episode streaming video player, NBC Rewind. Among the highlights are increased use of the player and higher satisfaction with the player experience versus other quarters with original programming, less place shifting and multi-tasking versus Q3 2008, and a surprisingly high level of co-viewing. The results were announced by Vivi Zigler, President, NBC Universal Digital Entertainment.
“Gaining this kind of research insight really allows us to hone in and improve the experience for our users,” said Zigler. “As this digital space continues to evolve, so do consumers and the ways in which they interact with our content. These results indicate that we are going in the right direction for both our consumers and advertising partners.”
Consumers were most likely to visit Rewind to watch episodes they missed on TV, similar to previous quarters; however, visitors used Rewind more heavily in Q4 2008 vs. Q4 2007, signifying both player loyalty and higher program engagement. 94 per cent of visitors always or usually watched the entire episode on Rewind.
Illustrating how consumers are using the player, visitors in Q4 2008 were less likely to multi-task while viewing versus Q3 2008. Additionally, over half of Q4 visitors co-viewed an episode at some point. Of those who co-viewed, 30 per cent always or usually watch with someone else. Q4 visitors were also more likely to watch shows on a desktop and to watch in their office/den/living room versus Q3 visitors who showed higher usage of laptops and bedroom viewing.
Ease of finding the player, overall satisfaction and loading time ratings improved among visitors. Users also found that the advertisements were well integrated with the viewing format and both aided and unaided ad recall for Q4 2008 remained strong.
NBC.com, the Emmy Award-winning broadcast network website, is a leading online and mobile destination for television and interactive entertainment. With both derivative and web-exclusive programming, NBC.com pioneered the “360” experience with “Heroes 360,” which gave viewers a way to extend their entertainment experience beyond the broadcast, and the first weekly social networking experience attached to a primetime entertainment program with “Dunder Mifflin Infinity.” The site offers full episode streaming of many NBC Entertainment shows as well as short clips, interactive games and social networking, including user-generated content. NBC.com continually develops new ways for consumers to experience entertainment content on both existing and emerging platforms. The site is the recipient of multiple Emmy and Webby awards for its content and applications. Please log on to http://www.nbc.com to learn more.