美国人去年通过流媒体观看了价值 2100 万年的内容
The growing bounty of content on streaming services has forever changed TV viewing behavior, with streaming consumption now consistently accounting for the biggest driver of TV usage1. And while the time we spend with TV is largely flat, our time spent streaming video continues to rise. In 2023, U.S. audiences streamed 21 million years’ worth of video, an incredible 21% increase from the 17 million years worth2 they streamed in 2022.
然而，与 2022 年相比，好莱坞的编剧和演员罢工意味着观众在 2023 年的大部分时间里可以狂欢的新内容明显减少。这一点，再加上整个流媒体行业对内容货币化的关注，有助于激发新的内容分发策略，在各种新服务中保持观众的参与度和忠诚度。根据 Gracenote 的数据，到去年年底，观众有 90 种不同的流媒体服务可供选择，而 2020 年初只有 51 种。
The depth of those services—just under 1 million unique titles worth3—proved vital in 2023, with existing library content becoming instrumental as services carefully rationed the stockpiled originals they had in their arsenals. The environment also inspired new perspectives about content licensing, as titles that were once exclusive to individual platforms began appearing on multiple services—a significant pivot from previous years. Band of Brothers 和 The Pacific, for example, benefited as a result of this approach, appearing on Nielsen’s U.S. top 10 list the week of Sept. 18, 2023, given their availability on both Max and Netflix.
Diving deeper into streaming viewership trends in 2023, there was no clearer beneficiary of this shift than Suits, which spent a 12-week run in the No. 1 spot on Nielsen’s U.S. top 10 list as a result of its availability on Netflix and Peacock. In total, the program, which originally aired on USA Network from 2011 to 2019, racked up 57.7 billion viewing minutes in 2023—enough to take the crown away from another audience favorite, The Office, which generated 57.1 billion viewing minutes in 2020 amid pandemic-induced lockdowns. 海军罪案调查处 is the other stand-out example of a show with an entirely new life outside of linear TV, landing in the third spot on the acquired list for the year. With its availability on both Netflix and Paramount+, 海军罪案调查处 gained 1.3 million viewing minutes from last year to end 2023 with 39.4 billion minutes.
Unlike the many live-action shows that were affected by the strikes of 2023, an abundance of animation series were not, including 蓝天 和 Cocomelon, which closed the year in the second and fifth spots. Engagement with 蓝天, which doubled its viewing time from 2022 to 43.9 billion viewing minutes, was strong enough for it to overtake Cocomelon, which was the top program for kids in 2021 and 2022.
Despite the presence of the writer and actor strikes last year, a handful of originals did come to market, and the U.S. top 10 titles garnered more than 133 billion minutes viewed. The biggest surprise in the list, however, was Ted Lasso, the signature series of Apple TV+ that took the crown as most-watched original program despite the fact that the platform has a smaller relative footprint than the other platforms. Service footprint size notwithstanding, the series benefited from two notable dynamics:
- 最后一季（假定）的准备工作
- 每集时间逐渐延长，从第一季的 30 分钟到第二季的 45 分钟，再到第三季的 60 分钟，最后是 76 分钟的大结局。
在电影类别中，有两个亮点在流媒体趋势中脱颖而出：
- Moana, released on Disney+ in late 2019, continues to engage audiences, topping all other movies in 2023 with an all-time high of 11.6 billion viewing minutes after landing in the top four spots over the past four years. Since Nielsen began measuring streaming, audiences have watched nearly 80 billion minutes of Moana, which translates to watching the full movie 775 million times.
- Originally released in 2021, Encanto’s appeal with audiences also continued into 2023 with just under 10 billion viewing minutes after topping the movie list in 2022 with 27.4 billion viewing minutes.
Looking to the year ahead, industry sentiment suggests that, even with the Hollywood strikes behind us, audiences will continue to see less new content than we saw in 2022—the likely high water mark for scripted programming. Given the massive library of existing video titles—more than 1.1 million across linear and streaming—combined with evolving distribution strategies, audiences will never find themselves with nothing to watch. That said, however, streaming will remain a dominant option in the U.S., especially as high-profile sporting events, like the recent NFL playoff game between Kansas City Chiefs vs. Miami Dolphins (which attracted 22.8 million live and same day viewers4), become exclusive to streaming services.
然而，在对流媒体的持续热捧中，有必要指出的是，流媒体已不再局限于点播节目。虚拟多频道视频节目发行商（vMVPDs）、免费广告支持的流媒体电视（FAST）频道和提供直播节目的应用程序的兴起，凸显了线性电视和流媒体电视之间的界限越来越模糊。例如，在 2023 年，80% 以上通过互联网连接访问电视内容的家庭会观看某种形式的线性节目。这里的启示是，电视屏幕仍然是媒体参与的最大设备，但它现在是所有内容的通道，而不是特定频道节目的屏幕。
Want more insights into the time viewers spend watching streaming video content? Check out Nielsen’s 流媒体内容评级.
资料来源
- The Gauge: Streaming usage accounted for more than one-third of total TV usage in February 2023 and has remained above 35% since May 2023.
- 不包括线性流媒体（通过应用程序观看直播电视）。
- Gracenote 全球视频数据; October 2023.
- 尼尔森全国电视小组.
