Believe it or not, consumers are streaming even more content. The “Rona”—as the novel coronavirus (COVID-19) has been deemed by Black Twitter—has forced many of us indoors for extended periods of time. And that means more time with our TVs and connected devices, particularly with streaming services.
即使在本月早些时候美国各地为减缓 COVID-19 的传播而采取了许多居家措施之前，美国人在家观看流媒体电视的时间就已占到近 19%，无论是广告支持模式还是付费订阅服务。由于美国继续采取遏制 COVID-19 的措施，我们的生活进入了新常态，因此这些数字还会继续增加。
In the last six weeks or so, many of us have really stepped up our “binge game” due to social distancing. I know I have. At 尼尔森, we know that staying put in our homes can lead to an almost 60% increase in the amount of streaming content we watch. A big question for brands and communications pros is: What type of content are Americans watching?
Many U.S. consumers have gravitated to feature films, news and general-format programming. As the New York Times put it: more Netflix, less ESPN. Sports viewing has certainly been curtailed due to many live sporting events being cancelled or postponed, though some organizations may find opportunities to connect with fans through virtual viewing and esports. In my house, my son had me watch a documentary on pandemics. The documentary? Not a great idea for calming anxiety. Spending time with my son? Awesome!
As we explore and analyze the impacts of current events on media consumption, we certainly can’t ignore the influence of multicultural consumers. According to our most recent Total Audience Report, Black adults continue to spend the most time overall with media—21% more time than the average adult. They spend more time than any other group with live TV at 5 hours and 4 minutes and with smartphones at 4 hours and 46 minutes per day.
随着联网电视成为新常态，流媒体也将成为新常态。
在流媒体内容方面，这一群体再次引领潮流。一些以黑人明星为主角的高人气流媒体内容包括
- Jada Pinkett Smith’s Red Table Talk, which is streamed and available only on Facebook Watch, has been so popular that it has opened the door for similar programming with Gloria Estefan and multigenerational women for Latina storytelling, produced by Westbrook—the company Jada and Will Smith own.
- Netflix’s Strong Black Lead features conversations with key influential Black actors, directors, comedians, etc. available via podcast and Instagram.
- Roland Martin took his cable news show, News One Now, to a streaming format (Roland Martin Unfiltered) across social and digital platforms, and it now has a devoted follower and viewership—with more than 100.7 million views and almost 435 million minutes viewed across YouTube, Facebook, Twitter and Instagram in just one year.
西班牙裔群体的流媒体消费也在不断增长。因此，我们也看到由拉美裔人制作的和关于拉美裔人的内容越来越多：
- Netflix has the Con Todo channel on Instagram highlighting all things #LatinXcellence. They also launched a podcast called Brown Love to highlight Latinx content and experiences.
- Pantaya, Lionsgate & Hemisphere Media’s Netflix-style streaming service, recently launched. It targets the Latinx community and offers premium content, including original programming, to the Hispanic American market for $5.99 a month.
- Viacom’s free, ad-supported streaming service, Pluto TV, added a Latino category, featuring 11 linear Spanish and Portuguese-language channels, with content encapsulating movies, comedy, music, true crime, reality, sports and telenovelas.
There’s also been growing demand for more diverse Asian American content. Just look at the recent success of Asian-centric movies and shows such as the Oscar-winning Parasite, box-office smash, Crazy Rich Asians, and Netflix’s hit rom-coms, Always Be My Maybe 和 To All the Boys I’ve Loved Before. Asia is also Netflix’s fastest growing region, pointing to a future with more streaming content featuring Asian storylines.
我们还知道，从 2018 年到 2019 年，亚裔美国消费者每天使用互联网连接设备的时间增加了 8 分钟；西班牙裔美国人增加了 7 分钟；非裔美国人增加了 15 分钟。内容创作者和广告商应注意到这些不断变化的习惯，并根据使用情况的变化调整产品。
值得注意的是，传统的线性电视和广播仍是覆盖大众的绝佳机会。广播的覆盖率同比保持稳定，在所有平台中最高，达到 92%，其中在西班牙裔成年人中达到 96%。
Whether you’ve increased your viewing or not during this global health crisis, now is a great time to turn a negative into a positive. Spend more time bonding with your loved ones—even if it’s over a discussion about whether or not you believe in Netflix’s “Love Is Blind” experiment.
Marketers and content creators also need to rethink their usual strategies. Provide free trial services for your streaming platform. Use creative or brand messages that are positive or encouraging to cut through people’s fear and uncertainty. Package your content to help address our new reality; for example, TVGuide has created a guide of educational TV shows so parents can provide better quality screen time (and reduce guilt!).
For more information on our viewing habits, check out our 2020 Total Audience Report and data from recent crises that we’ve outlined in Staying Put: Consumers Forced Indoors During Crisis Spend More Time on Media.
Follow me on Twitter at @PowerfulPenny and on LinkedIn to stay in touch with me about the latest on diverse consumers and our impact in an ever-evolving digital world. Also, follow our Nielsen Community on Twitter at @NielsenKnows and on Facebook at @NielsenCommunity.
