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.
Sebbene lo schermo televisivo si sia evoluto in un canale in grado di visualizzare contenuti provenienti da una gamma crescente di fonti, le basi della misurazione sono ancora valide: Quando si sa chi è coinvolto, si hanno le informazioni necessarie per coinvolgerlo.
È importante notare che l'esplosione della scelta non ha ispirato un aumento dell'utilizzo totale della TV. Semplicemente, ha indotto il pubblico a guardare i contenuti da una gamma più ampia di fonti. L'adulto medio statunitense trascorre circa 32 ore alla settimana con la TV durante i mesi più caldi e altre due o tre quando il clima diventa più freddo. Tuttavia, per quanto l'utilizzo totale della TV sia costante, la parte dedicata ai contenuti fruiti tramite CTV continua a crescere.
Solo nell'ultimo anno, il pubblico statunitense dai 18 anni in su ha aumentato di oltre il 20% il tempo trascorso con i contenuti a cui accede attraverso i dispositivi connessi, arrivando a rappresentare poco meno del 40% dell'utilizzo totale della TV. Tra il pubblico più giovane, l'uso della TV via cavo è molto più dominante: 80,2% tra i 12-17enni; 73,6% tra i 21-34enni; 56,8% tra i 25-54enni.
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.
L'ampia adozione della TV via cavo, la proliferazione dei dispositivi, i nuovi acronimi e l'abbondanza di servizi di streaming hanno reso più complessa la pianificazione dei media, offuscando il comportamento reale. I distributori virtuali di programmi video multicanale (vMVPD), ad esempio, sono diventati un'alternativa popolare ai tradizionali pacchetti via cavo, crescendo fino a rappresentare il 5,7% dell'utilizzo totale della TV nel settembre 2023. Ma la pianificazione dei media dipende da ciò che si guarda, non da come si accede ai contenuti.
Attraverso l'obiettivo dell'utilizzo totale della TV, indipendentemente dal punto di accesso, le chiavi per la pianificazione dei media implicano solo la risposta a due domande:
- Chi sta guardando
- Cosa guardano
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.
Note
1Gracenote Dati video globali; 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+.
