With so much focus in the media industry on the changing TV landscape, it goes without saying that understanding audience behavior is critical. But advertisers, agencies and publishers need to know more than just what audiences are watching to best serve their clients. They need to understand as much about the audience as they can, including how they access TV content.
Pada tingkat tinggi, rumah tangga TV dapat mengakses konten TV dengan salah satu dari tiga cara:
- Kabel/Satelit siaran langsung
- Internet broadband
- Antena melalui udara (OTA)
These access points are not mutually exclusive. A home can have TV sets that access content in different ways. Many homes, for example, access content through cable boxes and complement that content with streaming video. The same is true of homes that access free OTA programming; 60% of OTA households also subscribe to a streaming video service.
Untuk membantu klien lebih memahami fragmentasi jenis akses konten TV, Nielsen telah menyiapkan seperangkat estimasi jagat informasi yang menguraikan jagat TV AS berdasarkan jenis akses.
Given the variety of options, the topic of content access has become increasingly important, particularly with respect to measuring connected TV (CTV)1 usage. CTV usage, which allows audiences to access anything the internet has to offer, had grown to account for more than 38% of total TV usage among adults as of second-quarter 2023. The reason? Choice. According to Gracenote Data Video Global, 84% of the studio-produced video titles available to U.S. audiences are available on streaming platforms.
The recent ramp-up in CTV adoption has significantly amplified streaming usage over the last year: Streaming has accounted for more than one-third of total TV usage in the U.S. since February 2023, and has accounted for more than 36% since May2. During the week of Nov. 6, 2023, for example, TV audiences watched more than 15.6 billion hours of the top 10 most-streamed original programs, movies and acquired programs available to them3.
While widespread CTV adoption signals a new era in how audiences access content, it has created a misconception that viewers no longer watch linear programming. Importantly, the reality is quite the opposite. In fact, regardless of how a home accesses TV content, more than 90% watch some amount of linear programming.
The variety of content available outside of traditional cable packages is undeniable, and audiences are actively using TV connected devices and smart TVs to access it. Yet while the percentage of homes that access TV content through a broadband internet connection had risen to just under 40%4 in September of 2023, CTV access does not mean audiences are only watching on-demand content. In fact, 82% of BBO only households were watching linear programming in October, which is up 3 percentage points from earlier in the year.
Mengingat bahwa tidak ada cara di mana penonton mengakses TV yang saling eksklusif, konsensus tentang klasifikasi rumah TV telah menjadi rumit, terutama yang berkaitan dengan rumah yang sekarang mengakses konten dengan koneksi internet. Sebagian besar dari kerumitan tersebut, terkait dengan berbagai akronim dan istilah yang telah diciptakan untuk menggambarkan teknologi yang terkait dengan akses konten. Akronim dan istilah seni ini memperumit premis pengukuran pemirsa, terutama yang berkaitan dengan penggunaan CTV.
Melalui lensa total penggunaan TV, terlepas dari titik aksesnya, kunci perencanaan media hanya melibatkan menjawab dua pertanyaan:
- Siapa yang mengawasi
- Apa yang mereka tonton
Pergeseran dalam cara konektivitas membentuk kembali akses konten tidak dapat disangkal, tetapi pengiklan dan agensi dapat merasa tenang karena mengetahui bahwa data pengukuran yang mereka andalkan - terlepas dari sumber konten - akurat dan mewakili pemirsa TV yang komprehensif. Dan mengingat kompleksitas lanskap media saat ini, Nielsen tetap berkomitmen untuk bekerja sama dengan industri ini untuk mendefinisikan nuansanya dengan lebih baik.
To learn more audience and programming insights critical for the 2024 Upfronts/NewFronts planning season, read our full guide.
Sumber
1CTV refers to any television that is connected to the internet. The most common use case is to stream video content
2The Gauge
3Nielsen’s weekly Top 10 lists
4This figure includes homes that access programming through a vMVPD. Later this year, homes that access programming from a vMVPD will be classified as cable homes.
