2020 has been branded with an assortment of labels and titles, but from a media perspective, it was a truly transitional year for streaming video. With dramatic impacts to traditional staples like live sports, and an anxiety-inducing hyper news cycle alternating between COVID updates and political divisiveness, streaming video provided a much needed escape. While the massive spikes in media usage that sparked streaming enablement into near ubiquity werenโt unexpected given countrywide lockdowns, the aftermath reflects a permanently altered media landscape, with video streaming accounting for a larger share of overall media consumption than in previous years.
Unsurprisingly, streaming platforms have become video wellsprings for content-hungry consumers, with well-advertised originals like Ozark, The Boys dan The Mandalorian grabbing much of the spotlight. And while consumers binged nearly 30.5 billion minutes of Ozark during 2020, they did so across a total of 28 episodes. Similarly, consumers watched more than 57 billion minutes of The Office, which ended its run on Netflix in December, but that viewing covered 192 episodes.
Ketika melihat jenis konten yang sukses pada tahun 2020, konten orisinallah yang memicu fenomenon budaya dan menggiring pelanggan baru ke platform yang sudah mapan maupun yang baru lahir. Namun, konten yang paling banyak ditonton di platform streaming secara keseluruhan bukanlah konten orisinal: Mereka adalah acara-acara lama yang pertama kali meraih kesuksesan di saluran yang lebih tradisional. Meskipun konten orisinal dapat menghasilkan buzz dan menarik penonton, konten perpustakaan adalah konten yang membuat penonton merasa nyaman, menonton dengan santai, dan sering kali kembali lagi. Sederhananya, mereka adalah jumlah yang diketahui. Ini adalah acara yang akan ditonton oleh pemirsa, karena mereka telah memiliki hubungan yang baik dengan pemirsa dan menyediakan tontonan yang mudah, terutama ketika perburuan konten baru untuk pesta mungkin menakutkan.
Outside of episodic programming, the trends are much different, as eight of the top 10 movies (in terms of minutes watched) available on subscription video-on-demand (SVOD) platforms in 2020 were kidsโ titles. Unlike adults, children will watch and re-watch their favorite content time and time again (perhaps despite the sake of their parentsโ possible sanity). This helped land titles like Frozen II, Moana, Secret Life of Pets 2 dan Onward into this yearโs top 10 list, with each attracting viewership of between 8.3 billion and nearly 15 billion minutes each. In addition to providing a stop-gap to the traditional theater experience during a year where many spent their time close to home, kids movies on streaming platforms likely helped many households cope with having children at home when they would traditionally be away at school.
Di samping kebiasaan anak-anak, platform streaming menawarkan jalur kehidupan untuk film yang tidak lagi dapat dirilis melalui cara tradisional dan pada gilirannya membuat film lebih mudah diakses oleh audiens yang lebih besar. Setelah awalnya mengganggu ruang televisi, layanan streaming juga memungkinkan opsi baru untuk industri film.
Brian Fuhrer, SVP Strategi Produk Nielsen, melihat kembali program-program SVOD teratas di tahun 2020.
For additional top ranked SVOD programs, as well as TV, advertisements and video games, visit Nielsen’s Top 10, where we share what Americans are watching and playing each week. For help uncovering what on-demand programs audiences are searching for, learn more about our Peringkat Konten SVOD.
