There’s more than enough discussion across the media industry about the massive growth of streaming, but the ongoing fanfare fails to objectively quantify what is truly happening and the full impact that over-the-top content is having on total TV usage. To remedy that, Nielsen publishes 게이지, its monthly snapshot of total TV and streaming usage, which equalizes measurement of the time audiences spend with their TV sets. After doing this for one year, the effect of streaming consumption is very clear, especially when we consider that the amount of time spent watching TV hasn’t changed.
Compared with mid-2020, when connected TV usage skyrocketed as people stayed home amid COVID-driven shelter-in-place restrictions, total TV usage has returned to seasonal norms, but streaming has taken a much bigger seat at the table. Between May 2021 and May 2022, streaming usage increased more than 21%. That growth allowed streaming to capture an additional 5.6 share points: streaming accounted for nearly 32% of total TV time in May 2022, up from 26% one year ago.
이러한 스트리밍 시청 시간의 증가는 주로 케이블을 비롯한 다른 옵션의 희생으로 이루어졌습니다. 전년 대비 케이블 시청은 7.1% 감소하여 2022년 5월 TV 시청 시간에서 케이블 채널의 점유율이 1년 전에 비해 2.8% 포인트 감소했습니다. 이에 비해 방송 시청은 상대적으로 안정적으로 유지되어 지난 1년 동안 3.3%의 시청 감소로 인해 TV 시청 시간이 0.8 점유율 포인트 감소하는 데 그쳤습니다.
Beneath the surface of aggregate share change by channel, we can see the impact of streaming in greater detail. We can also see that streaming platforms have taken advantage of the seasonal lull in summertime viewing by introducing new titles when there is less competition for audience attention. For example, the release of season 4 of 낯선 것들 racked up more than 5 billion viewing minutes during its opening weekend in the last week of May.
The Gauge 이름별로 구분된 총 6개의 스트리밍 플랫폼(예: Netflix, Hulu, Disney+)은 2021년 5월부터 2022년 5월 사이에 사용량이 두 자릿수 증가했습니다.
기타 참고 사항:
- Disney+는 사용량이 39% 증가하여 전체 TV 시청 시간에서 플랫폼의 점유율이 전년 대비 0.5% 포인트 상승했습니다.
- YouTube, which includes YouTube TV, has seen the greatest increase in share, growing by a full point to take second place overall.
- 넷플릭스의 시청량은 12.7% 증가하여 점유율이 0.8% 상승한 6.8%로 전체 TV 시청 시간의 6.8%를 차지했습니다. 넷플릭스는 가장 많이 사용하는 스트리밍 서비스의 타이틀도 유지했습니다.
- Amazon은 사용량이 20.8% 증가하면서 점유율이 0.5% 포인트 상승하여 전체 TV 시청 시간의 2.6%로 올라섰습니다.
In addition, the “other streaming” category, which includes the platforms that have not yet reached the 1% of share threshold to be broken out individually, has grown its share from 8% to 10.5% when we include HBO Max for consistency, and is up 32.4% on an impressions basis over the past year. Much of the growth in this category stems from the proliferation of new services that have come online over the past two years, introducing vast choice that some estimate to exceed 200 services in the U.S. alone. Other big gainers in the “other streaming” category include TubiTV (75% increase in usage) and Peacock (71% increase in usage).
Amid the array of media choice, the past year serves as further evidence that streaming is the future of TV, and audience-first mindsets will be best positioned to engage viewers as connected TV usage grows toward ubiquity. Given the shifts we’ve seen over the past year, it seems likely that this summer may be remembered in the media industry as the summer of streaming—even more so than the pandemic lockdown period.
