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Analysis for 'Nielsen'

  • VideoNuze Podcast #518: Changing SVOD Viewership Patterns

    I’m pleased to present the 518th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. We hope all of our listeners are staying safe and healthy.

    This week Colin and I dig into a range of different data and forecasts about changing SVOD viewership patterns as the pandemic continues. These include data about co-viewing from Nielsen and average viewing minutes for major SVOD services from 7Park.

    We also highlight new survey data from Magid how sports fans may shift from SVOD when sports returns. Finally we touch on a new forecast from MoffettNathanson that U.S. pay-TV subscribers will drop by 22 million by 2024, with SVOD benefiting.

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  • VideoNuze Podcast #508: Virus Keeps Changing Viewing and Monetization

    I’m pleased to present the 508th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. We hope all of our listeners are staying well and we urge everyone to take all precautions possible.

    In this week’s podcast, we focus on how the virus and stay at home guidelines are continuing to change viewership and monetization. First up we review Conviva data that shows a huge uptick in daytime viewing. Colin shares Nielsen data that Netflix recently accounted for 29% of video streaming on TVs and 9 out of the top 10 most viewed streaming shows.

    Colin likes Sling TV's “Stay in & SLING” initiative, which seems like a smart on-ramp to get viewers engaged with free VOD content. HBO’s decision to make 500 hours of its classic TV programs and Warner Bros. movies available for free is in line with this thinking and a great promotion for HBO Max. We agree that Quibi could also benefit from a free tier of content, beyond the 90-day trial it is offering at launch.

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  • Effectv’s White Paper is Latest Reminder to Balance Linear TV and OTT Advertising

    Effectv, which was recently re-branded from Comcast Spotlight, has released a new white paper, “OTT and Its Place in the TV Ecosystem.” The paper is yet another reminder that linear TV and OTT (or online video or CTV or digital or whatever one’s preferred term is) are complementary. Effectv presents a slew of data and case studies illustrating how linear TV still accounts for most viewing time for most viewers, so it should be foundational to any campaign plan. But in order to achieve incremental reach with non-linear viewers (who are typically younger), OTT advertising is essential.

    The paper’s thesis is of course correct at a high level - though as linear TV continues to decline across all age groups, it becomes slightly less correct with each passing day. But at a deeper level, focusing on younger viewers in particular, the paper could be written in the inverse - that OTT advertising is the foundation to reach this audience and linear (especially sports) would be the complementary part of the campaign. There are plenty of DTC brands that would gladly be case study examples for this approach.

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  • VideoNuze Podcast #501: Roku Reports a Strong Q4; Nielsen Data Shows Viewer Growth Ahead

    I’m pleased to present the 501st edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

    This week we discuss Roku’s Q4 and full year 2019 results, which were reported late Thursday. Roku now has nearly 37 million active accounts, up almost 10 million in 2019. More important, Roku continues to demonstrate strong capability in monetizing its viewers, with ARPU up $5.19 to $23.14. Looking back over the past few years, Roku’s ability to pivot its business from being player-based to advertising and licensing-based is very impressive, all the more so because it has pulled it off under the long shadow of CTV competition from Amazon, Google and Apple.

    Putting Roku’s growth in perspective though, Colin and I also spend a few minutes reviewing Nielsen’s latest Total Audience report, which showed that overall, streaming still accounts for just 19% of total TV usage. As Colin notes, it’s far higher for younger age groups and cord-cutters. Nonetheless, it’s hard not to conclude that it is still relatively early days for both ad-supported and subscription OTT.

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  • Nielsen’s New Research Shows It’s Still Very Early Innings For OTT

    If you’re following media coverage of the “streaming wars” these days, you might think that the viewers have all but abandoned traditional TV. But Nielsen’s February 2020 Total Audience Report illustrates that this is far from the current situation. In fact, it’s still very early innings for OTT, which in turn suggests that if you think streaming is big already, well then - you ain’t seen nothing yet. 

    Nielsen reports that in Q4 ’19 streaming accounted for just 19% of total TV usage time. Within that 19% streaming slice, Nielsen found that, no surprise, Netflix has the biggest piece (31%), followed by YouTube (21%), Hulu (12%) and Amazon (8%). Nielsen didn’t break out any other individual service that collectively amount for 28%.

    Then translating each streaming service’s into its % of TV usage (remember, ALL streaming accounts for 19%), means Netflix accounts for 5.9% of TV usage, YouTube (4%), Hulu (2.3%), Amazon (1.5%) and others (5.3%).

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  • Research: Connected TV Dominates Mobile Video

    Yesterday, Nielsen released its Q1 ’19 Total Audience Report, which among other things showed that connected TV consumption continues to dominate mobile video. For adults 18+ Nielsen found connected TV usage was 54 minutes per day (up from 46 minutes per day in Q1 ’18), while usage of video focused apps on smartphones increased to 13 minutes per day (up from 10 minutes per day in Q1 ’18). Tablet video remained even smaller at 7 minutes per day, up from 5 minutes per day in Q1 ’18 (see image below).

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  • Nielsen: 68% of U.S. Households Have a Connected TV Device

    68% of U.S. households had a connected TV device (smart TV, streaming device or enabled gaming console) as of September, 2018 according to Nielsen’s new Q3 2018 Total Audience Report. The data point is roughly in line with the 74% level that Leichtman Research found as of June, 2018. Together the data suggests we’re well on our way to having 4 out of 5 U.S. households with a CTV very soon.

    For Nielsen, the 68% penetration rate represented a 5 point increase from the 63% it found in September, 2017. Asian American households led with an astounding 85% penetration rate, up from 81% a year ago. Black households had a 67% penetration rate in September, 2018 vs. 61% a year earlier.

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  • VideoNuze Podcast #430: Setting the Record Straight on Linear Viewing; Comcast Integrates Amazon Prime Video

    I’m pleased to present the 430th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

    This week Nielsen released its Q1 ’18 Total Audience Report, which led to some media coverage that linear TV still dominates consumer viewing. However, Colin dug into the data and showed that while this is true for older consumers, for younger ones, the exact opposite is occurring: linear TV is becoming less and less relevant. Colin shares his analysis.

    On-demand viewing’s importance was underscored yet again this week by Comcast striking a deal to integrate Amazon Prime Video into its X1 experience. The move builds on prior Netflix and YouTube integrations, helping Comcast broaden X1’s value proposition. However, neither of us thinks the move materially addresses aggressive competition from skinny bundles that drove up Comcast’s video subscriber losses in Q2.

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  • SpotX Adds Nielsen Data for Connected TV Audience Measurement

    In another sign of how important connected TVs are becoming for ad-supported content, supply-side platform SpotX announced this morning that it is offering advertisers enhanced audience measurement for ad campaigns on connected TV devices using Nielsen data.

    Advertisers will be able to measure the unduplicated and incremental reach of their campaigns across SpotX campaigns on CTV alongside their traditional linear TV ads. Campaign measurement will include data on reach, frequency and GRPs of CTV ads. The Nielsen data will also be used for insights on CTV ads relative to desktop and mobile ads as well as linear TV.

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  • Research: Smart TVs and Connected TVs in 60% of U.S. Homes

    According to new research released today from YuMe and Nielsen, 60% of U.S. homes now have either a smart TV or a connected TV device, with 74% of these owners, or approximately 44% of U.S. homes, using them on a daily basis. Of the 2,410 research participants, 1,465 had a TV connected to the Internet, with 884, or 60% of them using a connected TV device like Roku, Fire TV, etc. and 581 (40%) using a smart TV.

    The research also found that smart TV ownership has nearly doubled since 2013. No surprise, the research found that movies and TV shows are the preferred content for large screen TVs, while short-form video is most popular on computers and mobile devices.

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  • Audience Buying and Data’s Critical Role [SHIFT Videos]

    At our SHIFT // Programmatic Video & TV Ad Summit a couple weeks ago we had two sessions that were connected: one that focused on executing the roadmap for success in audience buying and one that focused on maximizing data’s ROI.

    Panelists for the audience buying panel included Gabe Bevilacqua (SVP of Product Management, Advanced Advertising, Viacom), Jason DeMarco (VP, Audience and Data Solutions, A+E Networks), Anupam Gupta (Chief Product Officer, 4C Insights) and Adam Hecht (VP, Monetization, SintecMedia), with Mary Ann Halford (Senior Advisor, FTI Consulting), moderating.

    Panelists for the maximizing data’s ROI panel included Scott Ashby (Sr. Director, Advanced Ad Products, Fox Networks Group), Judith Hammerman (SVP, Data Solutions & Programmatic Solutions, Time Inc.), Mark Risis (Head of Global Data Partnerships, IBM Watson Advertising), Damian Garbaccio (Global Chief Revenue Officer, Nielsen Marketing Cloud), with Brian Leder (Partner and Chief Strategy Officer, Promatica), moderating.

    Watch the session videos now!

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  • Nielsen Boosts Distributed Video Model By Crediting Facebook, YouTube and Hulu Views

    Nielsen announced this morning that it will begin giving video clients credit in its Digital Content Ratings service for views generated on Facebook and YouTube. Hulu will also start giving certain content partners credit for current series available on its streaming service.

    The move is significant because it means an independent third party measurement service will be providing audience metrics that can be used when aggregating total viewing across platforms. It’s particularly noteworthy because video providers are leveraging the “distributed model” by pumping video through YouTube, Facebook and other social media platforms to massively expand their reach and drive their business models.

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  • VideoNuze Podcast #379: Connected TVs Grow in Importance

    I’m pleased to present the 379th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    On this week’s podcast Colin and I discuss recently released data from Nielsen, Parks Associates and Roku, which all underscore the growing momentum of connected TVs.

    Colin’s analysis of Nielsen’s data shows that across all viewers, connected TV device viewing has increased from .4 hours per week in Q1 ’14 to 2 hours 30 minutes per week in Q1 ’17. Zeroing in specifically on users with connected TVs, the view time nearly quadruples.

    The Parks data reinforces these trends, finding that 50% of U.S. broadband users are watching video on TV, using their connected TV devices (separate industry data has indicated over 70% of U.S. homes actually have at least one connected TV). The big 3 services (Netflix, Amazon and Hulu) continue to dominate, but Parks noted that certain niche SVOD services are gaining real traction.

    Finally, Colin shares his analysis of Roku’s new data on times spent with the device. Roku’s numbers are noteworthy because they’re the only connected TV device that self-reports any usage data.

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  • Roku Offers TV-Style Audience Guarantees for Advertisers

    Underscoring the continued blurring of OTT and TV, Roku announced that it is now offering TV-style audience guarantees for advertisers using demographic metrics from Nielsen Digital Ad Ratings (DAR). The Nielsen-Roku partnership dates to 2015 when it was announced that DAR would be integrated with Roku’s ad SDK.

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  • Nielsen: Connected TV Devices' Penetration Continues to Increase

    Connected TV device penetration and usage are continuing to grow according to new data from Nielsen as of January 31st. Overall, Nielsen found that 23% of TV homes now own an Amazon Fire TV, Apple TV, Google Chromecast or Roku, up from 19% in June, 2016. Nielsen didn’t specify the exact share for each device, only saying that Roku and Apple TV have the highest penetration, with Fire TV and Chromecast following.

    In addition to the “big 4,” another 11% of TV homes have other brands of connected TV devices or have their computers/tablets/smartphones connected to their TVs.

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  • Research: Relevant Content Type Increases Online Video Ads' Effectiveness by 30%

    New research commissioned by ad tech provider HIRO Media and conducted by Nielsen Media Lab reveals that relevant content to a target audience drove a 30% increase in viewers’ recall and purchase intent derived from online video ads. This kind of halo effect is common in TV where the program influences the brand. The most pronounced increase found in the research was a 65% effectiveness increase for sports content and male-oriented auto ads.

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  • VideoNuze Podcast #329: New Data Shows Continued Evolution of TV and Video

    I'm pleased to present the 329th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    There was lots of data this week showing the continued evolution of TV and video, with viewers taking further control of their experiences. On this week’s podcast we discuss some of the most relevant findings. We start with Nielsen’s Total Audience Report, which among other things highlighted a 13% year-over-year decline in linear viewing by 12-17 year-olds and SVOD pulling even with DVRs in U.S. household penetration. Separate, Nielsen also gave a glimpse of its ability to track viewership in SVOD services this week, citing Netflix's season 4 premiere of "Orange is the New Black" as attracting 6.7 million viewers, which would make it the second-most watched show on cable.

    Nielsen also noted the increasing role of connected TV devices, a point that new Magid research also emphasized. Colin and I agree that the virtuous cycle of proliferating connected TVs, strong SVOD content and robust broadband infrastructure are contributing to a leveling of the playing field in the living room between OTT and pay-TV.

    A key ingredient in OTT’s rise is delivery quality, and Colin also touches on new research he did for Verizon Digital Media Services that reinforces viewers’ intolerance for lower-quality experiences. Colin will be doing a webinar next Wednesday, further digging into his findings.

    Listen now to learn more!

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  • Videology: Use of TV Audience Data to Target Video Ads Up 114%

    With audiences shifting seamlessly between screens, evidence that TV advertising and online video advertising are also converging is mounting. The latest is from Videology, which has released its Q4 ’15 U.S. Video Market At-A-Glance report, finding, among other things that online video campaigns using TV audience data for targeting increased by 114% year-over-year.

    The top segment used was advertisers’ current TV advertising schedules, followed by sports viewers, political show viewers, competitors’ TV schedule and daytime viewers.

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  • VideoNuze Podcast #308: Week in Review - Facebook, Nielsen Data, Sundance, Netflix Censorship

    I'm pleased to present the 308th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    In today’s podcast we discuss a number of different items that hit our radar this week. We start with Facebook’s growing impact in video, which was detailed on the company’s earning call earlier this week.

    We then transition recent research from Nielsen which Colin analyzed, showing the level of viewership by device.

    Next up, Colin and I were watching reports from the Sundance Film Festival noting the aggressive bidding by Amazon and Netflix, underscoring another industry segment being disrupted by SVOD. Last, we touch on the problems Netflix is already running into with its international expansion. Indonesia was the latest country to raise red flags on Netflix’s content this week.
     
    Listen now to learn more!

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  • VideoNuze Podcast #304: Linear TV Viewing Down, Connected TVs Up, Pay-TV/SVOD Linked

    I'm pleased to present the 304th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    2015 has been another big year of change in the video industry. On this week’s podcast we dig into some recent research on changes in linear TV consumption from Nielsen and the rise of connected TV devices. We also discuss research showing the relationship between pay-TV and SVOD.

    Listen now to learn more!



    (Note, this is our 49th podcast of 2015; we’re taking a break next week and will be back on January 7th. Happy holidays to all of our listeners!)

    Click here to listen to the podcast (19 minutes, 52  seconds)

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