Posts for 'Nielsen'

First up on Inside the Stream this week Colin and I discuss the latest data from Nielsen’s The Gauge report. While it said that “linear TV” viewing fell below 50% for the first time, we explain how a more accurate headline would probably be that broadcast and cable TV viewing fell below 50%. Viewership is following along with pay-TV adoption, which we also discuss fell further in Q2 ’23.

Also in this week’s podcast, new data shows that watching TV with subtitles has become quite popular, especially among younger audiences. Finally, The Roku Channel is going to stream local news from 30 CBS and FOX channels, further converging broadcast TV and streaming.

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On this week’s episode of Inside the Stream nScreenMedia’s Colin Dixon and I discuss whether the Big Ten (and sports more generally) can help slow broadcast and cable TV’s viewership decline. This week the Big Ten announced a new $7 billion, 7-year media rights deal with Fox, CBS and NBC, which triples the annual revenue the conference receives compared to its current deal.

Meanwhile Nielsen revealed that in July streaming accounted for 34.8% of TV consumption by Americans, beating cable’s share of 34.4% and broadcast’s 21.6%. It was the first time streaming eclipsed cable. And in Q2, the biggest pay-TV operators lost another 1.9 million subscribers, underscoring cord-cutting’s impact on the industry. All of this raises the question whether the Big Ten, as well as other major sports, can stabilize or reverse broadcast and cable’s decline.

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Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

First up this week Colin shares thoughts on Philo’s pro-subscriber approach, based on an interview he listened to with CEO Andrew McCollum. He discusses holding the line on pricing, offering new content packages and personalized channels.

Next we explore Nielsen’s newly released survey data on streaming, highlighted by the data point that there are over 817K streaming titles now available in the U.S. No wonder that nearly half of respondents feel overwhelmed by all the different streaming options now available.

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Late last week Nielsen released The Gauge, a pie chart representation of the total time Americans spent watching cable TV, broadcast TV and streaming services. It is a valuable new way of assessing TV vs. streaming consumption, but it doesn’t show a complete picture of all that’s happening, especially among younger viewers.

The chart showed that despite all the attention paid to streaming services, cable and broadcast networks still received 39% and 25% of viewing time respectively. In particular, for all the ink that’s been spilled covering Disney+’s meteoric growth since launch in late 2019, it still accounts for just 1% of viewership. And for all the billions of dollars Netflix has spent on original content since the “House of Cards” launch over eight years ago, it still accounts for just 6% of viewing time.

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Nielsen has launched Nielsen Streaming Video Ratings to provide total viewership and audience demographic insights such as race/ethnicity, household income, device types inside the home and location. The data will be reported from Nielsen’s NPOWER audience insights in conjunction with linear TV ratings with a goal of giving buyers and sellers a holistic picture of viewers’ total TV viewing time and which types of viewers are engaging with certain services and content.

At launch Streaming Video Ratings will include coverage of 10 top streaming services plus seven types of apps including subscription-based, ad-supported, network, social, gaming and pay-TV operator and virtual pay-TV operator apps.

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Welcome to the 555th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.  

This week we discuss new data from FreeWheel and Nielsen highlighting gains in connected TV usage. Higher usage directly translates to ongoing CTV advertising revenue gains. One example of how this usage translates was a bullish new forecast from MoffettNathanson which pegs YouTube/AVOD ad revenue growing to $53 billion in the U.S. alone by 2025. MN sees a new “mid-top layer” of the traditional marketing funnel emerging that blends the long-form video experience being driven by CTVs with better targeting and conversion.

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2020 was a strong year for streaming across the board, but newly released Nielsen data reveals some of the biggest winners. At the top of the list was “The Office,” which racked up the most viewership of any TV show, with 57.1 billion minutes streamed for its 192 episodes on Netflix.

Along with “The Office,” 6 of the top 7 streamed shows in 2020 were licensed content (and all were on Netflix). The only original show in the top 7 was “Ozark” with 30.4 billion minutes streamed. Ahead of it were “Grey’s Anatomy” (39.4 billion minutes) and “Criminal Minds” (35.4 billion minutes) and just behind it were “NCIS” (28.1 billion minutes), “Schitt’s Creek” (23.8 billion minutes) and “Supernatural” (20.3 billion minutes).

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Nielsen has unveiled Nielsen ONE, a single measurement solution that will span linear and digital video viewership. According to its press release, Nielsen ONE will give marketers “visibility into total video consumption regardless of platform or device.” Nielsen said the new solution comes as advertisers are “demanding a single deduplicated view of their audiences across all platforms and mediums.”

Nielsen ONE won’t launch until fourth quarter, 2022. At that time Nielsen will start releasing parallel “cross-media ratings that will deliver metrics at subminute intervals for individual ads and content.” The goal is for Nielsen ONE to become the “foundation of the cross-media buying and selling process, succeeding the current form of TV and digital measurement no later than the Fall 2024 season.”

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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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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, 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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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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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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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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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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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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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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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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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.

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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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