如果说观众在收看节目时希望看到什么，那就是看到他们能产生共鸣的故事和经历。这就是代表性的基本前提，它可以直接影响收视率。它还能刺激观众观看更多内容的欲望--这是在内容选择不断增加的情况下取得成功的关键因素。
根据尼尔森（Nielsen）最新的 "电视代表态度 "研究，34% 的受访者表示，他们认为没有足够的内容能够代表他们。在某些种族群体中，这种看法更为极端。
研究中的受访者还注意到代表性对其观看行为的影响，53% 的受访者表示他们更有可能观看包容性内容，而 2021 年这一比例仅为 47%。
To validate the importance of representation in content, we used Gracenote 融合分析 to look at the most viewed streaming programming and the representation within those programs in the 2021-22 TV season. We then applied a new Nielsen Gracenote data set that can be used to assess the likelihood that an audience will watch additional episodes. Among the more than 973 streaming titles, 326 had bingeability scores of 3 or higher. On the bingeability scale, programs with a score of 3 or higher are considered highly bingeable. Of these highly bingeable programs, 232—more than 71%—were inclusive of one or more under-represented racial/ethnic identity groups.
在一项更有针对性的分析中，尼尔森考察了一些线性和流媒体节目，这些节目中美国原住民和土著居民的比例高于他们在美国的比例（2.9%）。在每种情况下，这些内容都吸引了新的观众，并在观众观看了他们前来观看的节目后保持了相当一部分观众。
- Season 2 of Reservation Dogs, which debuted on Hulu in 2021, attracted 1.4 million viewers who had not watched any content on Hulu before coming to watch Reservation Dogs. Of this audience, 23% stayed to watch other content in addition to Reservation Dogs.
- Dark Winds, a 2022 drama airing on AMC, attracted 2.8 million viewers who had not watched any content on AMC before coming to watch Dark Winds. Of this audience, 15% stayed to watch other content in addition to Dark Winds.
While these analyses highlight the power of representative content, they also illuminate the impact of delivering relevant content to audiences—something that will grow increasingly challenging as new programming and services come to market. In September 2022, for example, there were more than 923,000 video titles2 available to audiences across linear programming and streaming services. Of those titles, more than 778,000 were on streaming platforms.
节目数量从 2019 年 12 月的 64.6 万多个增加到现在的如此之多，这使得观众越来越难找到他们想要的内容，尤其是当他们不知道自己具体在找什么的时候。根据尼尔森最新的流媒体内容消费者调查，24% 的流媒体受众在开始搜索之前不知道自己想看什么。这一点，再加上内容和平台的增长，直接影响了观众花在寻找而不是观看上的时间。如果他们找不到想看的内容，服务就有可能将他们流失到其他服务。
Time spent searching aside, streaming video now represents the future of how audiences will engage with TV content. Between October 2021 and October 2022, audiences increased their weekly time spent streaming by more than 30%. And as TV viewing surged during the year-end holidays, streaming had grown to account for 38.1% of total TV usage in December, up from 27.7% a year earlier. The immense amount of program choice and fragmentation across services speaks to the importance of delivering relevant options to content-hungry audiences. For creators, publishers and distributors looking to maximize audience engagement, representation is a powerful lever.
For additional insights on the impact of diverse talent in media, download our Being Seen on Screen report.
说明
- 狂欢性得分衡量观众平均每天观看的节目集数，以量化观众连续观看多集节目的倾向。
- Gracenote 全球视频数据
