Il rapporto State of Play di Nielsen rivela che lo streaming è il futuro, ma i consumatori sono attualmente sopraffatti dalla scelta

Il rapporto inaugurale identifica il consumo di video in streaming con un aumento del 18% rispetto allo scorso anno per tutti i contenuti video disponibili

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

Il rapporto rivela altri due dati fondamentali: il consumo di servizi di streaming è destinato a crescere, con il 93% degli americani che dichiara di voler aumentare i servizi di streaming a pagamento o di non apportare modifiche ai piani esistenti nel corso del prossimo anno, e negli ultimi tre anni si è registrato un aumento del 18% di tutti i contenuti video disponibili.

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 Stato del gioco 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.

In mezzo alle scelte apparentemente sovrabbondanti fornite dalle nuove piattaforme di streaming, il video on demand su abbonamento (SVOD) rappresenta oggi il 53% dei minuti di streaming. Delle 4 ore e 49 minuti al giorno che l'americano medio trascorre guardando contenuti, 1:22 di queste ore sono trascorse attraverso la TV connessa (CTV). 

In addition to providing streaming consumption trends and consumer sentiment, Stato del gioco 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 Stato del gioco 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. 

Alla domanda se i servizi di streaming in bundle possano rendere più facile per i consumatori trovare i contenuti che cercano, il 64% degli intervistati ha dichiarato di desiderare un servizio di streaming video in bundle che permetta loro di scegliere il numero di servizi di streaming video che desiderano.

“The inaugural Stato del gioco 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 Stato del gioco report.