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October 2017

How People Contact with Contents and Services Provided by Broadcasters

From the June 2017 Nationwide Diary-Method Survey on Cross-Platform Reach

Mizuho Tsurushima / Takayuki Hotaka / Koji Arie

The Nationwide Diary-Method Survey on Cross-Platform Reach aims to obtain basic data for the examination of media usage and content developments by periodically conducting a public opinion survey to study “reach” (percentage of people who were exposed to a given content/service at least once during a week) to contents and services provided by broadcasters such as TV and radio broadcasts, data broadcasts, recorded videos, websites, online videos, and SNS. This article looks into the data from the previous three “June” surveys since 2015 by analyzing trends in a time series.

Types of reach to contents and services provided by broadcasters are classified into three categories: "real-time reach" (real-time viewing of broadcast programs), "time-shifted reach" (time-shifted viewing of broadcast programs), and "internet reach" (contact with digital contents provided by broadcasters). Comparing 2017 and 2016, “real-time reach” decreased from 92.2% to 90.5% while "time-shifted reach" increased from 53.5% to 58.9%. "Internet reach" showed little change, with 16.0% this year. When combining these three reach patterns, it is revealed that "only real-time" decreased from the previous year (from 37.6% to 32.6%). For the first time in the survey series, the percentage of those contacting with contents/services provided by broadcasters exclusively in real time ("only real-time") became lower than that of those watching them in "real-time and time-shifted" manners. This clearly shows people’s viewing behavior is shifting from the traditional "only real-time" to "real-time and time-shifted."

The NHK Monthly Report on Broadcast Research


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