Believe it or not, consumers are streaming even more content. The “Rona”—as the novel coronavirus (COVID-19) has been deemed by Black Twitter—has forced many of us indoors for extended periods of time. And that means more time with our TVs and connected devices, particularly with streaming services.
Bahkan sebelum banyak tindakan tinggal di rumah diberlakukan di seluruh AS awal bulan ini untuk memperlambat penyebaran COVID-19, orang Amerika menghabiskan hampir 19% waktu TV mereka di rumah untuk streaming, baik dengan model yang didukung iklan atau layanan berlangganan berbayar. Dan angka-angka tersebut dapat terus meningkat karena kita hidup dalam kondisi normal baru mengingat langkah-langkah penanggulangan COVID-19 yang terus berlanjut di AS.
In the last six weeks or so, many of us have really stepped up our “binge game” due to social distancing. I know I have. At Nielsen, we know that staying put in our homes can lead to an almost 60% increase in the amount of streaming content we watch. A big question for brands and communications pros is: What type of content are Americans watching?
Many U.S. consumers have gravitated to feature films, news and general-format programming. As the New York Times put it: more Netflix, less ESPN. Sports viewing has certainly been curtailed due to many live sporting events being cancelled or postponed, though some organizations may find opportunities to connect with fans through virtual viewing and esports. In my house, my son had me watch a documentary on pandemics. The documentary? Not a great idea for calming anxiety. Spending time with my son? Awesome!
As we explore and analyze the impacts of current events on media consumption, we certainly can’t ignore the influence of multicultural consumers. According to our most recent Total Audience Report, Black adults continue to spend the most time overall with media—21% more time than the average adult. They spend more time than any other group with live TV at 5 hours and 4 minutes and with smartphones at 4 hours and 46 minutes per day.
Perangkat yang terhubung ini memungkinkan dan mendorong pergeseran dari tradisional ke streaming, dan ketika TV yang terhubung menjadi normal baru, begitu pula dengan streaming.
Dan dalam hal konten streaming, grup ini sekali lagi memimpin. Beberapa konten streaming yang sangat populer yang menampilkan bintang-bintang Black termasuk:
- Jada Pinkett Smith’s Red Table Talk, which is streamed and available only on Facebook Watch, has been so popular that it has opened the door for similar programming with Gloria Estefan and multigenerational women for Latina storytelling, produced by Westbrook—the company Jada and Will Smith own.
- Netflix’s Strong Black Lead features conversations with key influential Black actors, directors, comedians, etc. available via podcast and Instagram.
- Roland Martin took his cable news show, News One Now, to a streaming format (Roland Martin Unfiltered) across social and digital platforms, and it now has a devoted follower and viewership—with more than 100.7 million views and almost 435 million minutes viewed across YouTube, Facebook, Twitter and Instagram in just one year.
Konsumsi streaming juga telah berkembang di segmen Hispanik. Dan selanjutnya, kami juga melihat proliferasi konten oleh dan tentang Hispanik:
- Netflix has the Con Todo channel on Instagram highlighting all things #LatinXcellence. They also launched a podcast called Brown Love to highlight Latinx content and experiences.
- Pantaya, Lionsgate & Hemisphere Media’s Netflix-style streaming service, recently launched. It targets the Latinx community and offers premium content, including original programming, to the Hispanic American market for $5.99 a month.
- Viacom’s free, ad-supported streaming service, Pluto TV, added a Latino category, featuring 11 linear Spanish and Portuguese-language channels, with content encapsulating movies, comedy, music, true crime, reality, sports and telenovelas.
There’s also been growing demand for more diverse Asian American content. Just look at the recent success of Asian-centric movies and shows such as the Oscar-winning Parasite, box-office smash, Crazy Rich Asians, and Netflix’s hit rom-coms, Always Be My Maybe dan To All the Boys I’ve Loved Before. Asia is also Netflix’s fastest growing region, pointing to a future with more streaming content featuring Asian storylines.
Kita juga tahu bahwa penggunaan perangkat yang terhubung ke internet setiap hari di antara konsumen Asia-Amerika meningkat dari tahun 2018 ke 2019 selama delapan menit per hari; Hispanik selama tujuh menit; dan Afrika-Amerika selama 15 menit. Pembuat konten dan pengiklan harus memperhatikan kebiasaan yang terus berkembang ini dan menyesuaikan penawaran mereka untuk mencerminkan pergeseran penggunaan.
Penting untuk dicatat bahwa, untuk menjangkau massa, TV dan radio linear tradisional masih memberikan peluang besar. Jangkauan radio tetap stabil dari tahun ke tahun dan merupakan yang tertinggi di semua platform, yaitu 92%, termasuk 96% di antara orang dewasa Hispanik.
Whether you’ve increased your viewing or not during this global health crisis, now is a great time to turn a negative into a positive. Spend more time bonding with your loved ones—even if it’s over a discussion about whether or not you believe in Netflix’s “Love Is Blind” experiment.
Marketers and content creators also need to rethink their usual strategies. Provide free trial services for your streaming platform. Use creative or brand messages that are positive or encouraging to cut through people’s fear and uncertainty. Package your content to help address our new reality; for example, TVGuide has created a guide of educational TV shows so parents can provide better quality screen time (and reduce guilt!).
For more information on our viewing habits, check out our 2020 Total Audience Report and data from recent crises that we’ve outlined in Staying Put: Consumers Forced Indoors During Crisis Spend More Time on Media.
Follow me on Twitter at @PowerfulPenny and on LinkedIn to stay in touch with me about the latest on diverse consumers and our impact in an ever-evolving digital world. Also, follow our Nielsen Community on Twitter at @NielsenKnows and on Facebook at @NielsenCommunity.
