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.
일반적으로 TV 시청 가정은 다음 세 가지 방법 중 하나를 통해 TV 콘텐츠에 액세스할 수 있습니다:
- 케이블/직접 방송 위성
- 광대역 인터넷
- 무선(OTA) 안테나
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.
고객이 TV 콘텐츠 액세스 유형의 세분화를 더 잘 이해할 수 있도록 닐슨은 액세스 유형별로 미국 TV 유니버스를 세분화한 정보 유니버스의 추정치를 준비했습니다.
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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 글로벌 비디오 데이터, 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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시청자가 TV에 액세스하는 방식이 상호 배타적이지 않기 때문에, 특히 인터넷 연결을 통해 콘텐츠에 액세스하는 가정과 관련하여 TV 가정 분류에 대한 합의가 복잡해졌습니다. 그러나 이러한 복잡성의 대부분은 콘텐츠 액세스와 관련된 기술을 설명하기 위해 만들어진 약어 및 용어의 범위와 관련이 있습니다. 이러한 약어와 전문 용어는 특히 CTV 사용과 관련하여 시청자 측정의 전제를 지나치게 복잡하게 만듭니다.
액세스 포인트에 관계없이 전체 TV 사용량이라는 관점에서 미디어 계획의 핵심은 두 가지 질문에 답하는 것뿐입니다:
- 시청 대상
- 그들이 보고 있는 것
연결성이 콘텐츠 액세스를 재구성하는 방식의 변화는 부인할 수 없지만, 광고주와 광고 대행사는 콘텐츠 소스에 관계없이 그들이 의존하는 측정 데이터가 정확하고 종합적인 TV 시청 시청자를 대표한다는 사실을 알고 안심할 수 있습니다. 그리고 오늘날 미디어 환경의 복잡성을 고려할 때, 닐슨은 업계와 협력하여 그 뉘앙스를 더 잘 정의하기 위해 최선을 다하고 있습니다.
To learn more audience and programming insights critical for the 2024 Upfronts/NewFronts planning season, read our full guide.
출처
1CTV refers to any television that is connected to the internet. The most common use case is to stream video content
2게이지
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.
