2020 has been branded with an assortment of labels and titles, but from a media perspective, it was a truly transitional year for streaming video. With dramatic impacts to traditional staples like live sports, and an anxiety-inducing hyper news cycle alternating between COVID updates and political divisiveness, streaming video provided a much needed escape. While the massive spikes in media usage that sparked streaming enablement into near ubiquity weren’t unexpected given countrywide lockdowns, the aftermath reflects a permanently altered media landscape, with video streaming accounting for a larger share of overall media consumption than in previous years.
Unsurprisingly, streaming platforms have become video wellsprings for content-hungry consumers, with well-advertised originals like Ozark, The Boys そして The Mandalorian grabbing much of the spotlight. And while consumers binged nearly 30.5 billion minutes of Ozark during 2020, they did so across a total of 28 episodes. Similarly, consumers watched more than 57 billion minutes of The Office, which ended its run on Netflix in December, but that viewing covered 192 episodes.
2020年に成功したコンテンツの種類を見ると、文化的現象を巻き起こし、既存のプラットフォームと新興プラットフォームの両方に新規加入者を呼び込んだのはオリジナルコンテンツだった。しかし、ストリーミング・プラットフォーム全体で最も視聴されたコンテンツは、単純にオリジナルなものだけではなかった：それらは、より伝統的なチャンネルで最初に成功を収めた古い番組である。オリジナルコンテンツは話題を呼び、視聴者を引きつけることができるが、ライブラリーコンテンツは視聴者が心地よさを感じ、気軽に視聴し、しばしば戻ってくるものである。簡単に言えば、既知のコンテンツだ。視聴者とのつながりがすでに確立しており、視聴しやすいため、視聴者はこれらの番組に目を向ける。
Outside of episodic programming, the trends are much different, as eight of the top 10 movies (in terms of minutes watched) available on subscription video-on-demand (SVOD) platforms in 2020 were kids’ titles. Unlike adults, children will watch and re-watch their favorite content time and time again (perhaps despite the sake of their parents’ possible sanity). This helped land titles like Frozen II, Moana, Secret Life of Pets 2 そして Onward into this year’s top 10 list, with each attracting viewership of between 8.3 billion and nearly 15 billion minutes each. In addition to providing a stop-gap to the traditional theater experience during a year where many spent their time close to home, kids movies on streaming platforms likely helped many households cope with having children at home when they would traditionally be away at school.
子供たちの習慣はさておき、ストリーミング・プラットフォームは、従来の手段では公開できなくなった映画にライフラインを提供し、ひいては映画をより多くの観客がより簡単にアクセスできるようにした。当初はテレビ界を混乱させたストリーミング・サービスは、映画業界にも新たな選択肢を提供している。
ニールセンの製品戦略担当SVP、ブライアン・フューラーが2020年のSVODトップ番組を振り返る。
For additional top ranked SVOD programs, as well as TV, advertisements and video games, visit Nielsen’s Top 10, where we share what Americans are watching and playing each week. For help uncovering what on-demand programs audiences are searching for, learn more about our SVODコンテンツのレーティング.
