Der Nielsen-Bericht "State of Play" zeigt: Streaming ist die Zukunft, aber die Verbraucher sind derzeit von der Auswahl überwältigt

Der erste Bericht zeigt, dass der Konsum von Video-Streaming-Inhalten im Vergleich zum letzten Jahr um 18 % gestiegen ist

NEW YORK – April 6, 2022 – Nielsen (NYSE: NLSN), a global leader in audience measurement, data and analytics, released its inaugural Stand der Dinge report, which highlights the increasing boom of video content in both linear and streaming in recent years. Overall, Americans increased their average weekly time streaming video by 18%, with a year-over-year increase from 143.2 billion streamed minutes to 169.4 billion between February 2021 and February 2022. 

Der Bericht enthält zwei weitere wichtige Erkenntnisse: Es wird erwartet, dass der Konsum von Streaming-Diensten zunehmen wird. 93 % der Amerikaner geben an, dass sie ihre bezahlten Streaming-Dienste im nächsten Jahr ausbauen oder ihre bestehenden Pläne nicht ändern werden, und in den letzten drei Jahren gab es einen Anstieg aller verfügbaren Videoinhalte um 18 %.

However, due to a nearly 20% increase in unique program titles over the past three years, nearly half of audiences (46%) feel overwhelmed by the growing number of services and platforms that makes it more difficult to find the content they’re looking for. The Stand der Dinge report leverages Nielsen TV measurement and streaming data, insights from Gracenote, a Nielsen company, and findings from an online custom survey of U.S. video streamers.

Inmitten der scheinbar überwältigenden Auswahl neuer Streaming-Plattformen entfallen inzwischen 53 % der gestreamten Minuten auf Abonnement-Video-on-Demand (SVOD). Von den 4 Stunden und 49 Minuten pro Tag, die der Durchschnittsamerikaner mit dem Ansehen von Inhalten verbringt, entfallen 1:22 auf das vernetzte Fernsehen (CTV). 

In addition to providing streaming consumption trends and consumer sentiment, Stand der Dinge details how the streaming landscape has broadened beyond traditional SVOD services. Ad-supported VOD, multichannel video programming distributors (MVPDs) and virtual MVPDs (vMVPDs) have grown to account for 35%. And, the percentage of homes with YouTube TV—the vMVPD with the highest household penetration—has grown by over 160% since 2020.

Nielsen’s Stand der Dinge report shows consumers now have over 817,000 unique program titles as of February 2022 vs. more than 646,000 as recently as December 2019. The increase in content also comes with an increase in consumption, as 18% of Americans are now paying for four streaming services vs. the 7% who did so in 2019.  In February of this year, content from streaming platforms accounted for just under 29% of consumers’ total time with TV, ahead of broadcast programming (26.4%) for the fourth straight month, according to Nielsen’s The Gauge, its monthly total TV and streaming snapshot. In total, Americans watched nearly 15 million years’ worth of streaming video content last year. 

Auf die Frage, ob gebündelte Streaming-Dienste es den Verbrauchern erleichtern könnten, die gewünschten Inhalte zu finden, gaben 64 % der Befragten an, dass sie sich einen gebündelten Video-Streaming-Dienst wünschen würden, der es ihnen ermöglicht, so viele oder so wenige Video-Streaming-Dienste zu wählen, wie sie möchten.

“The inaugural Stand der Dinge really underscores the fact that we’ve entered the next phase of streaming, based on the trends we have been detailing about streaming over the past few years,” says Brian Fuhrer, SVP, Product Strategy, Nielsen. “We’ve moved from infancy into adolescence, and all the complexities that one would expect at that point. It’s not just that streaming is increasing year over year. Now consumers want access simplified and the explosion of services has renewed discussions around bundling and aggregation. Ultimately, these challenges signal an opportunity as the industry harnesses streaming for long-term business growth.”

For additional insights and findings, download the Stand der Dinge report.