90% of SVOD Viewing Is On the TV Set, Reports Nielsen. Only 20% of Viewing is Original Content

In an exclusive interview with Nielsen COO Steve Hasker pictured above MediaVillage learned four previously undisclosed statistics about viewing to SVOD streaming services including Netflix Hulu and Amazon PrimeTotal US TV consumers age 18 are spending an average of 13 hours monthly viewing SVOD streaming content More than 50 of homes are currently SVOD subscribers895 of that time is spent viewing on the TV amp8220glassamp8221 and 105 on smartphones tablets and other nonTV devicesHit originals on SVOD streaming services such as Netflixamp8217 House of Cards and Orange is the New Black achieve ratings comparable to the most popular series on HBO and Showtime such as Game of ThronesCritically important to the rights holders of amp8220back catalogamp8221 content acquired by streaming services from television networks and studios an estimated 80 of time spent viewing SVOD is to catalog programming and only 20 to originalsamp8220In our neck of the woodsamp8221 Hasker commented amp8220these stats are a big deal and theyamp8217ve never been made public amp160Itamp8217s a killer fact that 895 of time spent viewing streaming services is on the TV glass and not on PC tablets or smartphones amp160Itamp8217s an interesting reflection on how streaming is done amp8211 as a part of and not a replacement to the traditional TV experienceamp8221amp8220On an order of magnitude an original hit on Netflix Hulu or Amazon Prime generates about the same ratings as hits on HBO and Showtime over the course of a seasonquot he continued amp160quotWhatamp8217s driving 80 of the time spent viewing these services is the back catalog amp160Whatamp8217s driving subscriptions and renewals may be the originals but our research shows most of the viewing time is spent with catalog programmingamp8220Five years ago we had great demand from TV and digital clients for mobile measurementamp8221 Hasker acknowledged amp160amp8220Now we have same refrain from our digital clients but for our TV network and studio clients the action is on the TV glass amp160Our data is a reminder that consumers prefer the best available screen and for SVOD viewing thatamp8217s the TVamp8221Nielsen has been capturing SVOD content viewing data since 2014 amp160Its new report enables clients to review data across the industry and not only for their own content amp160These insights are especially valuable to rights holders such as Disney which are exploring the economic value of their original and catalog content across different distribution options amp160The Nielsen data reflects the positive future viability of TV content rights ownersRights holders and those impacted by streaming content which has been a major driver in network TV ratings erosion have not had access to data that enables them to evaluate the comparative multiscreen economics of their content amp160amp8220This is important and has been 100 opaque until nowamp8221 Hasker noted amp160amp8220Now our subscribers see their programming data in relation to others amp160Itamp8217s a step forward in knowledge and transparency of the marketplace amp160A transparent market is an improved marketamp8221Currently Netflix can be viewed in an estimated 50 of US households with the combination of Hulu and Amazon Prime along with faster download speeds driving considerably greater future penetration of streaming TVNielsenamp8217s syndicated Subscription Video On Demand SVOD Content Ratings service launched with support from eight major television networks and production studios including AampampE DisneyABC Lionsgate Warner Brothers and othersamp160 Nielsen began measuring streaming content services in 2014 amp160The new report leverages the demographic and household characteristic data of the Nielsen National TV Panel to identify viewing to streaming programs amp160The syndication of SVOD measurement is part of Nielsen39s Total Audience offerings providing a more comprehensive view of total audience ratings regardless of where content is viewed amp160It also enables networks and studios to follow the full lifecycle of a program from live to timeshifted viewing to settopbox video ondemand and now SVODThe newamp160SVOD Content Ratings service provides measurement of programs at the season and episode level in a manner comparable to linear television data including ratings reach frequencyamp160and segmentation reportingamp160

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90% of SVOD Viewing Is On the TV Set, Reports Nielsen. Only 20% of Viewing is Original Content

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90% of SVOD Viewing Is On the TV Set, Reports Nielsen. Only 20% of Viewing is Original Content

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