尼尔森的 "游戏现状 "报告显示，流媒体是未来的趋势，但目前消费者的选择太多了

首份报告显示，所有可用视频内容的视频流媒体消费比去年增长了 18

NEW YORK – April 6, 2022 – Nielsen (NYSE: NLSN), a global leader in audience measurement, data and analytics, released its inaugural 游戏状态 report, which highlights the increasing boom of video content in both linear and streaming in recent years. Overall, Americans increased their average weekly time streaming video by 18%, with a year-over-year increase from 143.2 billion streamed minutes to 169.4 billion between February 2021 and February 2022. 

报告还揭示了另外两个重要信息：流媒体服务消费预计将增长，93% 的美国人表示他们将在明年增加付费流媒体服务或不改变现有计划；在过去三年中，所有可用视频内容增长了 18%。

However, due to a nearly 20% increase in unique program titles over the past three years, nearly half of audiences (46%) feel overwhelmed by the growing number of services and platforms that makes it more difficult to find the content they’re looking for. The 游戏状态 report leverages Nielsen TV measurement and streaming data, insights from Gracenote, a Nielsen company, and findings from an online custom survey of U.S. video streamers.

在新的流媒体平台提供的看似铺天盖地的选择中，订阅视频点播（SVOD）目前占流媒体播放分钟数的 53%。在美国人平均每天 4 小时 49 分钟的观看时间中，有 1:22 是通过联网电视（CTV）观看的。 

In addition to providing streaming consumption trends and consumer sentiment, 游戏状态 details how the streaming landscape has broadened beyond traditional SVOD services. Ad-supported VOD, multichannel video programming distributors (MVPDs) and virtual MVPDs (vMVPDs) have grown to account for 35%. And, the percentage of homes with YouTube TV—the vMVPD with the highest household penetration—has grown by over 160% since 2020.

Nielsen’s 游戏状态 report shows consumers now have over 817,000 unique program titles as of February 2022 vs. more than 646,000 as recently as December 2019. The increase in content also comes with an increase in consumption, as 18% of Americans are now paying for four streaming services vs. the 7% who did so in 2019.  In February of this year, content from streaming platforms accounted for just under 29% of consumers’ total time with TV, ahead of broadcast programming (26.4%) for the fourth straight month, according to Nielsen’s The Gauge, its monthly total TV and streaming snapshot. In total, Americans watched nearly 15 million years’ worth of streaming video content last year. 

当被问及捆绑式流媒体服务是否会让消费者更容易找到他们想要的内容时，64% 的受访者表示，他们希望有一种捆绑式视频流媒体服务，可以让他们根据自己的需要选择尽可能少或尽可能多的视频流媒体服务。

“The inaugural 游戏状态 really underscores the fact that we’ve entered the next phase of streaming, based on the trends we have been detailing about streaming over the past few years,” says Brian Fuhrer, SVP, Product Strategy, Nielsen. “We’ve moved from infancy into adolescence, and all the complexities that one would expect at that point. It’s not just that streaming is increasing year over year. Now consumers want access simplified and the explosion of services has renewed discussions around bundling and aggregation. Ultimately, these challenges signal an opportunity as the industry harnesses streaming for long-term business growth.”

For additional insights and findings, download the 游戏状态 report.