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.
高いレベルでは、テレビ世帯は3つの方法のいずれかでテレビコンテンツにアクセスできる：
- ケーブル/直接放送衛星
- ブロードバンドインターネット
- OTAアンテナ
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.
ニールセンは、テレビコンテンツへのアクセスタイプの細分化をよりよく理解していただくために、米国のテレビユニバースをアクセスタイプ別に分類した情報ユニバース推計を作成した。
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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 グローバル・ビデオ・データ, 84% of the studio-produced video titles available to U.S. audiences are available on streaming platforms.
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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.
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視聴者がテレビにアクセスする方法はどれも相互に排他的ではないことから、コンセンサスニールセンについて テレビ家庭の分類は、特にインターネット接続でコンテンツにアクセスするようになった家庭に関しては複雑になっている。しかし、その複雑さの多くは、コンテンツアクセスに関連する技術を説明するために作られたさまざまな略語や用語に関連している。これらの略語や用語は、特にCTVの利用に関して、視聴者測定の前提を複雑にしすぎている。
アクセスポイントに関係なく、テレビの総使用量というレンズを通して、メディアプランニング 、2つの質問に答えるだけである：
- 誰が見ているのか
- 彼らが見ているもの
コネクティビティがコンテンツ・アクセスをどのように変化させているかは否定できないが、広告主や代理店は、コンテンツ・ソースに関係なく、彼らが信頼する測定データが正確であり、包括的なテレビ視聴者を代表していることを知って安心することができる。そして、今日のメディア状況の複雑さを考えると、ニールセンはそのニュアンスをより明確にするために、業界と協力することを約束し続ける。
To learn more audience and programming insights critical for the 2024 Upfronts/NewFronts planning season, read our full guide.
情報源
1CTV refers to any television that is connected to the internet. The most common use case is to stream video content
2ゲージ
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.
