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.
テレビ画面は、さまざまなソースからのコンテンツを表示することができるコンジットに進化していますが、測定の基本はまだ適用されます：誰がエンゲージしているのかがわかれば、その人たちとエンゲージするために必要なインサイト 。
重要なのは、選択肢が爆発的に増えたからといって、テレビの利用が増えたわけではないということだ。視聴者がより幅広いソースのコンテンツを見るようになっただけである。米国の平均的な成人は、暖かい季節には毎週ニールセンについて 32時間をテレビに費やし、寒くなるとさらに2、3時間をテレビに費やす。しかし、テレビの総使用時間は一貫しているため、CTV経由でアクセスするコンテンツの割合は増え続けている。
昨年1年間だけで、米国の18歳以上の視聴者は、コネクテッドデバイスを通じてアクセスするコンテンツに費やす時間を20％以上増やし、テレビ利用全体の40％弱を占めた。12～17歳では80.2%、21～34歳では73.6%、25～54歳では56.8%である。
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.
広範なCTVの普及、デバイスの急増、新しい略語、豊富なストリーミングサービスは、実際の行動を難解にすることで、メディアプランニング の複雑さを増している。例えば、仮想多チャンネル・ビデオ番組配信事業者（vMVPD）は、従来のケーブル・パッケージに代わる人気サービスとなっており、2023年9月にはテレビ利用全体の5.7%を占めるまでに成長している。しかし、メディアプランニング 、コンテンツへのアクセス方法ではなく、何を視聴しているかが重要である。
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
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.
備考
1グレースノート グローバル・ビデオ・データ; October 2023
2CTV refers to any television that accesses content from the internet. The most common use case is to stream video content.
3ゲージ
4Nielsen 2023 Annual Marketing Report
5ニールセン 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+.
