Today’s TV landscape offers more than a lifetime’s worth of choice for audiences. In total, TV audiences in the U.S. can now find content on more than 32,200 linear channels and 89 streaming video sources1. Additionally, connected TV (CTV)2 has given audiences access to anything the internet has to offer.
The appeal of content audiences can access through an internet connection is undeniable. Streaming programming, enabled by CTV, has accounted for more than one-third of total TV usage in the U.S. since February 2023 and more than 36% since May 20233.
All this wealth of choice—and audiences’ gravitation to it—has introduced new considerations for media planning that didn’t exist a decade ago. And marketers in North America are keeping pace by adjusting their spending accordingly, shifting 45% of their ad budgets to CTV in 20234. The downside, however, is that 40% say that CTV measurement remains a challenge.
虽然电视屏幕已经发展成为一个可以显示来自越来越多来源内容的渠道，但测量的基本原理仍然适用：当你知道谁在参与时，你就有了与他们互动所需的洞察力。
重要的是，选择的激增并没有导致电视总使用量的增加。它只是导致观众通过更广泛的渠道观看内容。在温暖的月份里，美国成年人平均每周看电视的时间约为 32 小时，天气变冷时，平均每周看电视的时间会增加两三个小时。尽管电视总使用时间保持不变，但通过 CTV 观看内容的时间却在不断增长。
仅在去年，18 岁及以上的美国观众通过联网设备访问内容的时间就增加了 20% 以上，占电视总使用时间的 40% 不到。在年轻观众中，CTV 的使用率更高：在 12-17 岁的年轻人中占 80.2%；在 21-34 岁的年轻人中占 73.6%；在 25-54 岁的年轻人中占 56.8%。
The increasing engagement is very much correlated with growing access. Today, TV connected devices reach 75% of people 2 and older5. That’s up from just 58% at the start of 2020. The penetration of smart TVs6, which often come with pre-installed apps that provide direct access to streaming content, is also nearing ubiquity: smart TV penetration is now 70.6% among U.S. TV homes5.
While connectivity opens the doors to any content the internet has to offer, streaming video is the leading driver behind the growing adoption of TV connected devices. Those devices provide audiences with access to far more content than what’s available on traditional, linear TV channels. As of October 2023, streaming services were home to just over 85% of the more than 1.1 million unique video titles available to U.S. audiences. That’s up from approximately 656,000 titles at the start of 20201.
That depth of variety, coupled with the expanding streaming landscape and the on-demand nature of many streaming services, has given streaming the edge with respect to TV usage. When Nielsen launched the Gauge in May 2021, only five streaming services accounted for more than 1% of total TV usage—the benchmark to be measured independently on a monthly basis. In November 2023, 11 services were individually reported in the Gauge.
In addition to streaming’s dominant share of TV, time spent with streaming video highlights the gravitational pull of the expanding wealth of available content. For context, U.S. audiences spent just under 15 billion hours watching the top 10 most-watched original, acquired7 and movie titles during the week of Nov. 13, 2023.
数字电视的广泛应用、设备的激增、新的缩略词以及流媒体服务的大量出现混淆了实际行为，从而增加了媒体规划的复杂性。例如，虚拟多频道视频节目发行商（vMVPDs）已成为传统有线电视套餐的热门替代品，在 2023 年 9 月的电视总使用量中占比达到创纪录的 5.7%。但是，媒体规划取决于观看的内容，而不是获取内容的方式。
从电视总使用率的角度来看，无论接入点如何，媒体规划的关键只在于回答两个问题：
- 谁在观看
- 他们在看什么
On the surface, the fragmented nature of where content comes from can present itself as a significant media planning challenge. But when advertisers and agencies hone their focus to understanding time spent with broadcast, cable and streaming content, they have the foundational data they need for effective and efficient media planning.
To learn more audience and programming insights critical for the 2024 Upfronts/NewFronts planning season, read our full guide.
说明
1Gracenote 全球视频数据; October 2023
2CTV refers to any television that accesses content from the internet. The most common use case is to stream video content.
4Nielsen 2023 Annual Marketing Report
5尼尔森 National TV Panel; Q2 2023
6A smart TV is television with the built-in capability to access the internet
7Acquired titles are those that have been licensed from other content owners after first airing somewhere else. For example, audiences can find S.W.A.T., a CBS original, on Hulu, Netflix and Paramount+.
