Laporan State of Play dari Nielsen mengungkapkan bahwa streaming adalah masa depan, tetapi konsumen saat ini dibanjiri oleh pilihan

Laporan perdana mengidentifikasi konsumsi streaming video meningkat 18% dari tahun lalu di semua konten video yang tersedia

NEW YORK – April 6, 2022 – Nielsen (NYSE: NLSN), a global leader in audience measurement, data and analytics, released its inaugural Status Permainan 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. 

Laporan tersebut mengungkapkan dua hal penting lainnya: konsumsi layanan streaming diperkirakan akan terus meningkat, dengan 93% orang Amerika Serikat melaporkan bahwa mereka akan meningkatkan layanan streaming berbayar mereka atau tidak melakukan perubahan pada rencana mereka yang sudah ada selama setahun ke depan, dan dalam tiga tahun terakhir terdapat peningkatan sebesar 18% pada semua konten video yang tersedia.

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 Status Permainan 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.

Di tengah banyaknya pilihan yang disediakan oleh platform streaming baru, video on demand (SVOD) berlangganan kini menyumbang 53% dari menit yang digunakan untuk streaming. Dari 4 jam, 49 menit per hari yang dihabiskan rata-rata orang Amerika untuk menonton konten, 1:22 di antaranya adalah melalui TV yang terhubung (CTV). 

In addition to providing streaming consumption trends and consumer sentiment, Status Permainan 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 Status Permainan 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. 

Ketika ditanya tentang apakah layanan streaming yang dibundel dapat memudahkan konsumen untuk menemukan konten yang mereka cari, 64% responden menyatakan bahwa mereka berharap ada layanan streaming video yang dibundel sehingga mereka dapat memilih sesedikit atau sebanyak mungkin layanan streaming video yang mereka inginkan.

“The inaugural Status Permainan 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 Status Permainan report.