新服务为业界提供了广泛的消费者数据和可操作的洞察力，这种新的分销形式受到 COVID-19 的加速和影响
New York, NY— Jan. 12, 2021 — Today, Nielsen (NYSE: NLSN) announced that it is launching its Theatrical Video On-Demand (TVOD) measurement service as a way to capture viewing to movie releases that are directly available to consumers to rent or purchase on demand through streaming/MVPD platforms.
Often offered at premium pricing, this rapidly expanding distribution model of film releases was accelerated by COVID-19 early in 2020 as content creators, such as studios, sought to offset disruption caused by social distancing mandates that temporarily closed movie theaters across the U.S.
影院发行的演变，尤其是在 COVID-19 大流行期间，为消费者和内容所有者带来了新的机遇，即在观众舒适的家中直接向他们提供影院发行的影片。因此，整个媒体食物链，从制片厂到艺人，都需要根据详细的家庭和个人特征，如年龄和性别、种族甚至地区，来分析观众的数量和覆盖范围。
Nielsen’s TVOD measurement service will help clients uncover how many people are streaming this type of valuable content in relation to other content options. Additionally, it will deliver detailed demographic and behavioral information beyond what the standard box office metrics, transactional rental or purchase information often provides, allowing for crucial audience-driven decisions in regard to licensing and promotion.
过去一年，在 COVID-19 相关不确定性的支撑下，消费者行为发生了变化，推动了流媒体消费的增长。事实上，目前流媒体在具备 OTT 功能的家庭中占总使用量的近四分之一（23%），而一年前这一比例仅为 21%。
"尼尔森受众测量部总经理斯科特-布朗（Scott N. Brown）表示："随着这场史无前例的大流行继续影响消费者的行为，甚至可能经历长期的恢复浪潮，能够测量并帮助客户适当地货币化新的收入流变得前所未有的重要。"一个更大的问题可能是，在任何经济复苏之后，观众会做什么，当消费者有能力回到影院享受这种体验时，在家订单期间采取的行为可能会如何影响习惯，以及内容创作者将如何利用数据就未来的发行平台做出最佳决策。"
关于尼尔森
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
联系方式
尼尔森
萨尔-图齐奥
sal.tuzzeo@nielsen.com
