Raport Nielsen State of Play ujawnia, że streaming to przyszłość, ale konsumenci są obecnie przytłoczeni wyborem.

W raporcie inauguracyjnym konsumpcja strumieniowej transmisji wideo wzrosła o 18% w stosunku do ubiegłego roku we wszystkich dostępnych treściach wideo.

NEW YORK – April 6, 2022 – Nielsen (NYSE: NLSN), a global leader in audience measurement, data and analytics, released its inaugural Stan gry 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. 

Raport ujawnia dwa inne kluczowe wnioski: oczekuje się, że konsumpcja usług streamingowych wzrośnie, przy czym 93% Amerykanów deklaruje, że zwiększy liczbę płatnych usług streamingowych lub nie wprowadzi żadnych zmian w swoich istniejących planach w ciągu następnego roku, a w ciągu ostatnich trzech lat nastąpił 18% wzrost wszystkich dostępnych treści wideo.

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 Stan gry 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.

Wśród pozornie przytłaczającego wyboru zapewnianego przez nowe platformy streamingowe, subskrypcja wideo na żądanie (SVOD) stanowi obecnie 53% przesyłanych strumieniowo minut. Z 4 godzin i 49 minut dziennie, które przeciętny Amerykanin spędza na oglądaniu treści, 1:22 przypada na telewizję internetową (CTV). 

In addition to providing streaming consumption trends and consumer sentiment, Stan gry 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 Stan gry 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 Wskaźnik, its monthly total TV and streaming snapshot. In total, Americans watched nearly 15 million years’ worth of streaming video content last year. 

Zapytani o to, czy pakietowe usługi streamingowe mogą ułatwić konsumentom znalezienie treści, których szukają, 64% respondentów wskazało, że chcieliby, aby istniała pakietowa usługa streamingu wideo, która pozwoliłaby im wybrać dowolną liczbę usług streamingu wideo.

“The inaugural Stan gry 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 Stan gry report.