O relatório State of Play da Nielsen revela que o streaming é o futuro, mas os consumidores estão sobrecarregados de opções

O relatório inaugural identifica um aumento de 18% no consumo de streaming de vídeo em relação ao ano passado em todo o conteúdo de vídeo disponível

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

O relatório revela duas outras conclusões importantes: espera-se que o consumo de serviços de streaming cresça, com 93% dos americanos informando que aumentarão seus serviços de streaming pagos ou não farão alterações em seus planos existentes no próximo ano, e nos últimos três anos houve um aumento de 18% em todo o conteúdo de vídeo disponível.

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 Estado do jogo 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.

Em meio às opções aparentemente esmagadoras oferecidas pelas novas plataformas de streaming, o vídeo sob demanda por assinatura (SVOD) agora é responsável por 53% dos minutos transmitidos. Das 4 horas e 49 minutos por dia que o americano médio passa assistindo a conteúdo, 1:22 desse tempo é por meio da TV conectada (CTV). 

In addition to providing streaming consumption trends and consumer sentiment, Estado do jogo 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 Estado do jogo 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 The Gauge, its monthly total TV and streaming snapshot. In total, Americans watched nearly 15 million years’ worth of streaming video content last year. 

Quando perguntados se os serviços de streaming agrupados poderiam facilitar a busca dos consumidores pelo conteúdo que procuram, 64% dos entrevistados indicaram que gostariam que houvesse um serviço de streaming de vídeo agrupado que lhes permitisse escolher quantos serviços de streaming de vídeo quisessem.

“The inaugural Estado do jogo 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 Estado do jogo report.