닐슨의 State of Play 보고서에 따르면 스트리밍은 미래이지만 현재 소비자들은 선택의 폭이 넓지 않은 것으로 나타났습니다.

첫 번째 보고서, 모든 비디오 콘텐츠에서 비디오 스트리밍 소비가 작년에 비해 18% 증가한 것으로 확인

NEW YORK – April 6, 2022 – Nielsen (NYSE: NLSN), a global leader in audience measurement, data and analytics, released its inaugural 플레이 상태 report, which highlights the increasing boom of video content in both linear and streaming in recent years. Overall, Americans increased their average weekly time streaming video by 18%, with a year-over-year increase from 143.2 billion streamed minutes to 169.4 billion between February 2021 and February 2022. 

미국인의 93%가 향후 1년간 유료 스트리밍 서비스를 늘리거나 기존 요금제를 변경하지 않겠다고 응답하는 등 스트리밍 서비스 소비가 증가할 것으로 예상되며, 지난 3년 동안 사용 가능한 모든 동영상 콘텐츠가 18% 증가했다는 점도 이 보고서에서 확인할 수 있습니다.

However, due to a nearly 20% increase in unique program titles over the past three years, nearly half of audiences (46%) feel overwhelmed by the growing number of services and platforms that makes it more difficult to find the content they’re looking for. The 플레이 상태 report leverages Nielsen TV measurement and streaming data, insights from Gracenote, a Nielsen company, and findings from an online custom survey of U.S. video streamers.

새로운 스트리밍 플랫폼이 제공하는 선택의 폭이 넓어지는 가운데, 현재 구독형 주문형 비디오(SVOD)가 스트리밍 시간의 53%를 차지합니다. 미국인이 하루 평균 콘텐츠를 시청하는 시간 4시간 49분 중 1시간 22분은 커넥티드 TV(CTV)를 통해 시청합니다. 

In addition to providing streaming consumption trends and consumer sentiment, 플레이 상태 details how the streaming landscape has broadened beyond traditional SVOD services. Ad-supported VOD, multichannel video programming distributors (MVPDs) and virtual MVPDs (vMVPDs) have grown to account for 35%. And, the percentage of homes with YouTube TV—the vMVPD with the highest household penetration—has grown by over 160% since 2020.

Nielsen’s 플레이 상태 report shows consumers now have over 817,000 unique program titles as of February 2022 vs. more than 646,000 as recently as December 2019. The increase in content also comes with an increase in consumption, as 18% of Americans are now paying for four streaming services vs. the 7% who did so in 2019.  In February of this year, content from streaming platforms accounted for just under 29% of consumers’ total time with TV, ahead of broadcast programming (26.4%) for the fourth straight month, according to Nielsen’s 게이지, its monthly total TV and streaming snapshot. In total, Americans watched nearly 15 million years’ worth of streaming video content last year. 

번들 스트리밍 서비스로 인해 소비자가 원하는 콘텐츠를 더 쉽게 찾을 수 있을지에 대한 질문에 응답자의 64%는 원하는 비디오 스트리밍 서비스를 원하는 만큼만 선택할 수 있는 번들 비디오 스트리밍 서비스가 있었으면 좋겠다고 답했습니다.

“The inaugural 플레이 상태 really underscores the fact that we’ve entered the next phase of streaming, based on the trends we have been detailing about streaming over the past few years,” says Brian Fuhrer, SVP, Product Strategy, Nielsen. “We’ve moved from infancy into adolescence, and all the complexities that one would expect at that point. It’s not just that streaming is increasing year over year. Now consumers want access simplified and the explosion of services has renewed discussions around bundling and aggregation. Ultimately, these challenges signal an opportunity as the industry harnesses streaming for long-term business growth.”

For additional insights and findings, download the 플레이 상태 report.