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.
Em um nível elevado, as residências com TV podem acessar o conteúdo da TV de três maneiras:
- Cabo/Satélite de transmissão direta
- Internet de banda larga
- Antena over-the-air (OTA)
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.
Para ajudar os clientes a entender melhor a fragmentação dos tipos de acesso ao conteúdo de TV, a Nielsen preparou um conjunto de estimativas do universo informativo que divide o universo de TV dos EUA por tipo de acesso.
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 Dados de vídeo globais, 84% of the studio-produced video titles available to U.S. audiences are available on streaming platforms.
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.
Como nenhuma das maneiras pelas quais o público acessa a TV é mutuamente exclusiva, o consenso sobre a classificação dos lares com TV tornou-se complicado, especialmente no que diz respeito aos lares que agora acessam o conteúdo com uma conexão à Internet. Grande parte dessa complicação, no entanto, está relacionada à variedade de acrônimos e termos que foram criados para descrever a tecnologia associada ao acesso ao conteúdo. Esses acrônimos e termos artísticos complicam demais a premissa da medição de audiência, especialmente no que diz respeito ao uso de CTV.
Pela ótica do uso total da TV, independentemente do ponto de acesso, as chaves para o planejamento de mídia envolvem apenas a resposta a duas perguntas:
- Quem está assistindo
- O que eles estão assistindo
A mudança na forma como a conectividade está remodelando o acesso ao conteúdo é inegável, mas os anunciantes e as agências podem se confortar em saber que os dados de medição nos quais eles confiam - independentemente da fonte de conteúdo - são precisos e representativos do público abrangente que assiste à TV. E, dadas as complexidades do atual cenário de mídia, a Nielsen continua empenhada em trabalhar com o setor para definir melhor suas nuances.
To learn more audience and programming insights critical for the 2024 Upfronts/NewFronts planning season, read our full guide.
Sources
1CTV refers to any television that is connected to the internet. The most common use case is to stream video content
2The Gauge
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.
