尼尔森加倍重视流媒体，增加按平台和高级受众分类的收视率

与尼尔森 SVOD 内容评级相结合，尼尔森现在可提供跨节目、平台和流媒体类别的全面流媒体性能指标

New York, NY – April 22, 2021 – Today, Nielsen (NYSE: NLSN) announced the launch of Nielsen Streaming Video Ratings, a syndicated service reported via Nielsen’s premier audience insights platform, NPOWER, that provides unique visibility into total viewership and advanced audience demographic insights by streaming platform alongside linear TV ratings. Armed with this holistic view of total TV time, media buyers can make more informed decisions about their advertising investments while sellers can better assess competition and understand audience composition to better monetize their premium content.  

随着线性和流媒体服务的收视消费不断变化，全面了解线性电视、视频点播（VOD）、订阅和广告支持的流媒体服务的收视趋势以及观众的人口统计信息（如种族/民族、家庭收入、家庭内设备类型和位置）对业务至关重要。尼尔森流媒体视频收视率将使内容创作者、工作室、平台和广告商了解哪些人群正在参与内容制作、哪些内容可能存在商机、哪些平台正在获得发展势头（以及原因），以及哪些类别正在推动最多的参与。 

尼尔森估计，仅在一年时间内，可以观看流媒体节目的家庭比例就从 18% 上升到了 25%，这一比例上升了 7 个百分点，而受众对这一行为的接受度和使用率也在不断提高。如果从特定年龄和种族的人口统计数据来看，这类受众的变化甚至更为明显，而这正是整个媒体生态系统在创作、授权、营销甚至选拔内容人才时需要了解的重要信息。

尼尔森流媒体视频收视率将深入分析电视屏幕上发生了多少流媒体行为、不同流媒体提供商之间的比较、使用哪些设备进行流媒体播放以及不同受众群体如何进行流媒体播放。  

例如，根据尼尔森流媒体视频评级（Nielsen Streaming Video Ratings）的数据，在具备流媒体播放功能的家庭中，Netflix 目前约占电视总播放时间的 7%。此外，三分之一有流媒体播放能力的家庭每月使用三到四项 SVOD 服务，但将近一半的家庭还使用广告支持的 VOD（AVOD）服务。除 SVOD 和 AVOD 外，根据尼尔森 SVR 服务的调查，线性流媒体（如 vMPVD 应用程序）也已成为一种流行且可行的消费者内容选择。

 “By 2024, it’s estimated that streaming platforms will have amassed 210 million subscribers, which represents a staggering number of consumers and a major shift in media habits,” said Kevin Rini, SVP Product Management, Nielsen. “Now more than ever, it’s important for our clients to have a clear understanding of the streaming landscape, both from a program or content perspective, which our SVOD service does, as well as at a macro view of audience consumption that takes into account the total use of streaming platforms comparable to linear TV. Nielsen Streaming Video Ratings does just that—rounding out our suite of streaming solutions and providing a  comprehensive view of streaming consumption and advanced audience demographics. It will help any business buying, selling or investing in media to have the clear picture of the impact of these consumer shifts.”

推出时，尼尔森流媒体视频收视率将包括 10 个顶级流媒体平台以及七类应用程序的收视率详情，其中包括订阅型、广告支持型、网络型、社交型、游戏型以及多频道视频节目发行商（MVPD）和虚拟 MVPD 应用程序。 

Combined with Nielsen Subscription Video On Demand (SVOD) Content Ratings, Nielsen now provides a comprehensive view of the streaming landscape for advertisers, networks, studios, digital publishers and financial investors. Nielsen Streaming Video Ratings provides a total view of streaming activity across major subscription and ad-supported streaming services while Nielsen SVOD Content Ratings delivers a more granular view of program and episode level measurement.