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.
TV 화면은 점점 더 다양한 소스의 콘텐츠를 표시할 수 있는 통로로 진화했지만, 측정의 기본은 여전히 적용됩니다: 누가 참여하고 있는지 알면 그들과 소통하는 데 필요한 인사이트를 얻을 수 있습니다.
중요한 것은 선택의 폭이 넓어졌다고 해서 전체 TV 사용량이 증가한 것은 아니라는 점입니다. 단지 시청자들이 더 다양한 소스를 통해 콘텐츠를 시청하게 되었을 뿐입니다. 미국 성인은 평균적으로 따뜻한 계절에는 매주 약 32시간을 TV를 시청하고 날씨가 추워지면 2~3시간을 추가로 시청합니다. 그러나 전체 TV 사용 시간만큼이나 TV를 통해 액세스하는 콘텐츠의 비중은 계속 증가하고 있습니다.
작년에만 18세 이상의 미국 시청자는 연결된 디바이스를 통해 액세스하는 콘텐츠 이용 시간이 20% 이상 증가하여 전체 TV 이용 시간의 40% 미만을 차지했습니다. 12~17세의 80.2%, 21~34세의 73.6%, 25~54세의 56.8% 등 젊은 시청자층에서는 TV 시청이 훨씬 더 압도적으로 높습니다.
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.
광범위한 TV 채택, 디바이스 확산, 새로운 약어 및 풍부한 스트리밍 서비스는 실제 행동을 모호하게 만들어 미디어 계획의 복잡성을 가중시켰습니다. 예를 들어, 가상 멀티채널 비디오 프로그램 배포자(vMVPD)는 기존 케이블 패키지의 인기 대안으로 자리 잡았으며, 2023년 9월에는 전체 TV 사용량의 5.7%를 차지할 정도로 성장했습니다. 그러나 미디어 계획은 콘텐츠 액세스 방식이 아니라 시청하는 콘텐츠에 따라 달라집니다.
액세스 포인트에 관계없이 전체 TV 사용량이라는 관점에서 미디어 계획의 핵심은 두 가지 질문에 답하는 것뿐입니다:
- 시청 대상
- 그들이 보고 있는 것
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.
참고
1그레이스노트 글로벌 비디오 데이터; October 2023
2CTV refers to any television that accesses content from the internet. The most common use case is to stream video content.
3게이지
4Nielsen 2023 Annual Marketing Report
5닐슨 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+.
