Today’s TV landscape offers more than a lifetime’s worth of choice for audiences. In total, TV audiences in the U.S. can now find content on more than 32,200 linear channels and 89 streaming video sources1. Additionally, connected TV (CTV)2 has given audiences access to anything the internet has to offer.
The appeal of content audiences can access through an internet connection is undeniable. Streaming programming, enabled by CTV, has accounted for more than one-third of total TV usage in the U.S. since February 2023 and more than 36% since May 20233.
All this wealth of choice—and audiences’ gravitation to it—has introduced new considerations for media planning that didn’t exist a decade ago. And marketers in North America are keeping pace by adjusting their spending accordingly, shifting 45% of their ad budgets to CTV in 20234. The downside, however, is that 40% say that CTV measurement remains a challenge.
Meskipun layar TV telah berevolusi menjadi saluran yang dapat menampilkan konten dari berbagai sumber yang terus bertambah, namun dasar-dasar pengukuran masih tetap berlaku: Ketika Anda mengetahui siapa yang terlibat, Anda memiliki wawasan yang Anda perlukan untuk berinteraksi dengan mereka.
Yang penting, ledakan pilihan ini tidak mengilhami peningkatan penggunaan TV secara keseluruhan. Hal ini hanya menyebabkan pemirsa melihat konten dari berbagai sumber yang lebih luas. Rata-rata orang dewasa AS menghabiskan sekitar 32 jam setiap minggunya dengan menonton TV selama bulan-bulan yang hangat dan dua atau tiga jam lagi saat cuaca menjadi lebih dingin. Meskipun penggunaan TV secara keseluruhan tetap konsisten, porsi yang didedikasikan untuk konten yang diakses melalui CTV terus bertambah.
Pada tahun lalu saja, pemirsa AS yang berusia 18 tahun ke atas meningkatkan waktu yang mereka habiskan dengan konten yang mereka akses melalui perangkat yang terhubung dengan mereka lebih dari 20% hingga mencapai kurang dari 40% dari total penggunaan TV. Di antara pemirsa yang lebih muda, penggunaan CTV jauh lebih dominan: 80,2% di antara usia 12-17 tahun; 73,6% di antara usia 21-34 tahun; 56,8% di antara usia 25-54 tahun.
The increasing engagement is very much correlated with growing access. Today, TV connected devices reach 75% of people 2 and older5. That’s up from just 58% at the start of 2020. The penetration of smart TVs6, which often come with pre-installed apps that provide direct access to streaming content, is also nearing ubiquity: smart TV penetration is now 70.6% among U.S. TV homes5.
While connectivity opens the doors to any content the internet has to offer, streaming video is the leading driver behind the growing adoption of TV connected devices. Those devices provide audiences with access to far more content than what’s available on traditional, linear TV channels. As of October 2023, streaming services were home to just over 85% of the more than 1.1 million unique video titles available to U.S. audiences. That’s up from approximately 656,000 titles at the start of 20201.
That depth of variety, coupled with the expanding streaming landscape and the on-demand nature of many streaming services, has given streaming the edge with respect to TV usage. When Nielsen launched the Gauge in May 2021, only five streaming services accounted for more than 1% of total TV usage—the benchmark to be measured independently on a monthly basis. In November 2023, 11 services were individually reported in the Gauge.
In addition to streaming’s dominant share of TV, time spent with streaming video highlights the gravitational pull of the expanding wealth of available content. For context, U.S. audiences spent just under 15 billion hours watching the top 10 most-watched original, acquired7 and movie titles during the week of Nov. 13, 2023.
Adopsi CTV yang luas, proliferasi perangkat, akronim baru, dan banyaknya layanan streaming telah menambah kompleksitas perencanaan media dengan mengaburkan perilaku yang sebenarnya. Distributor program video multisaluran virtual (vMVPD), misalnya, telah menjadi alternatif populer untuk paket kabel tradisional, yang tumbuh hingga mencapai rekor tertinggi 5,7% dari total penggunaan TV pada September 2023. Namun, perencanaan media bergantung pada apa yang ditonton, bukan pada bagaimana konten diakses.
Melalui lensa total penggunaan TV, terlepas dari titik aksesnya, kunci perencanaan media hanya melibatkan menjawab dua pertanyaan:
- Siapa yang mengawasi
- Apa yang mereka tonton
On the surface, the fragmented nature of where content comes from can present itself as a significant media planning challenge. But when advertisers and agencies hone their focus to understanding time spent with broadcast, cable and streaming content, they have the foundational data they need for effective and efficient media planning.
To learn more audience and programming insights critical for the 2024 Upfronts/NewFronts planning season, read our full guide.
Catatan
1Gracenote Data Video Global; October 2023
2CTV refers to any television that accesses content from the internet. The most common use case is to stream video content.
4Nielsen 2023 Annual Marketing Report
5Nielsen National TV Panel; Q2 2023
6A smart TV is television with the built-in capability to access the internet
7Acquired titles are those that have been licensed from other content owners after first airing somewhere else. For example, audiences can find S.W.A.T., a CBS original, on Hulu, Netflix and Paramount+.
