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 그리고 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.
2020년에 성공한 콘텐츠의 유형을 살펴보면, 기존 플랫폼과 신생 플랫폼 모두에서 문화 현상을 촉발하고 신규 구독자를 끌어들인 것은 오리지널 콘텐츠였습니다. 그러나 전체적으로 스트리밍 플랫폼에서 가장 많이 조회된 콘텐츠는 단순히 오리지널 콘텐츠가 아니었습니다: 기존 채널에서 먼저 성공을 거둔 오래된 프로그램들이었습니다. 오리지널 콘텐츠는 화제를 불러일으키고 시청자를 끌어모을 수 있지만, 라이브러리 콘텐츠는 시청자가 편안함을 느끼고 부담 없이 시청하며 자주 다시 찾는 콘텐츠입니다. 간단히 말해, 라이브러리 콘텐츠는 알려진 양입니다. 이미 시청자들과 관계를 맺고 있고, 특히 새로운 콘텐츠를 찾기가 어려울 때 쉽게 시청할 수 있기 때문에 시청자가 찾는 프로그램입니다.
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 그리고 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.
아이들의 습관은 차치하고서라도, 스트리밍 플랫폼은 기존 방식으로는 더 이상 개봉할 수 없었던 영화에 생명줄을 제공했고, 더 많은 시청자가 영화를 더 쉽게 접할 수 있게 해 주었습니다. 처음에는 텔레비전의 영역을 파괴했던 스트리밍 서비스는 영화 산업에도 새로운 옵션을 제공하고 있습니다.
닐슨의 제품 전략 담당 수석 부사장인 브라이언 푸러가 2020년 최고의 SVOD 프로그램을 돌아봅니다.
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 콘텐츠 등급.
