nielsen streaming solutions
full picture streaming video measurement
streaming continues to soar
Consumers’ on-demand lifestyles have fueled the meteoric rise of video streaming over the past 10 years, as consumers in streaming-capable homes now spend about a quarter of their total TV time engaging with streaming content. And while the hype around video streaming originally focused on original content, the growth of the streaming landscape today stems from seemingly endless platform and channel options, offering original content, catalog content that is engaging new audiences, as well as live content like news, sports and even movies.
With streaming engagement on the rise and new platform options coming to market, it’s critical for content creators, platforms, studios and advertisers to know who is streaming, what they’re watching, which platforms consumers are gravitating to and how much time consumers are spending with streaming content.
In addition to accounting for a growing percentage of total TV time, time spent with video streaming continues to climb. In Q2 2020, U.S. consumers spent an average of more than 142 billion minutes streaming video content, which was up from just over 81 billion minutes in the previous year. And streaming services now span well beyond a small handful of subscription services, with many of the newer entrants coming to market with ad-supported models.
The depth and breadth of available content has broadened the appeal of streaming to all age groups and demographics. This makes it critical for content creators, studios, platforms and advertisers to know which demos are engaging with the content, where content opportunities are, which platforms are gaining momentum (and why) and which categories are driving the most engagement. That’s where Nielsen Streaming Video Ratings in NPOWER can help, as it provides everything from the duration of streamed content by platform, coupled with data from TVOD Content Ratings and SVOD Content Ratings, which measure content at the movie/episode/program level to showcase the true scale of the growing streaming ecosystem.
Nielsen Streaming Video Ratings delivers insights into how much streaming behavior is happening on the TV screen, how the various streaming providers compare, what devices are being used to stream, and how different demographic groups stream.
Video streaming is also transforming the theatrical movie business, as a growing number of movie studios have started distributing new movies through streaming services—either exclusively or as a complement to a traditional cinema release. Warner Bros., for example, plans to distribute its entire 2021 schedule of 17 films via streaming and theaters simultaneously.
As studios experiment with new business platforms and adjust to ensure the best experience for consumers, streaming will stay front and center. That’s where Nielsen’s Theatrical VOD (TVOD) service comes in, as it will allow studios and producers with information about the volume and reach of their content, as well as detailed household characteristics (member ages, genders, ethnicity, etc.).
Nielsen SVOD Content Ratings is syndicated, independent measurement enabling clients to gain insights on SVOD programs and episodes viewed through the TV glass, including connected devices, providing the marketplace with an efficient means of understanding SVOD audiences.