Nielsen Session Lifts Veil on Impact of Streaming Video

Fuhrer believes the collective impact of these events occurring in a single year sent viewers to streaming OTT to escape What is interesting in the numbers is that the younger demos which had already adopted OTT behaviors prior to the pandemic seem to have settled back close to preCOVID viewing levels However Fuhrer noted older demos which were forced by the pandemic to join the streaming videoOTT world to access new content have maintained their recent levelsFuhrer offered up an interesting hypothesis around the decline of sports ratings which surprised many given how profoundly impacted fans when sports went dark in the early phase of COVID Fuhrer believes that the lack of a live audience had an adverse impact on the enjoyment of the experience at home due the lack of aural input of live fans It seems fans were glad to have their sports back but they turned to streaming and social to connect with other fans rather than watch the games on TV A similar sentiment was presented in the sports panel on fandom earlier today at CESFuhrer took viewers of the virtual session through several charts reflecting the impact of OTT servicesHe believes that the streaming world is beginning to show the same fragmentation cycle that cable did While he did not bring this up it is interesting to note that at least 42 of all viewing minutes in December occurred in nonad supported environmentsFuhrer provided a perspective in the ongoing question on whether it is more advantageous to simultaneously release all episodes of original content or to release individual episodes on a weekly basis Sharing data from Cobra Kai Netflix which was released all at once versus The Mandalorian Disney you can see the overall consistency in minutes viewed seems to favor the weekly rollout This info is more directional as some of this could be explained away by the longer average show time of The Mandalorian versus Cobra Kai The Mandalorian episodes are about 10 minutes longer than Cobra Kai episodes or a different makeup of the fanbase of each show for example given all the Star Wars references and Easter Eggs in The Mandalorian it39s likely that there is a higher multiple viewing rate than Cobra KaiGetting any kind of data around reach or impact of Netflix shows has been an ongoing struggle for years with only the occasional insight released by the company That39s why it was especially rewarding when Fuhrer closed his session with some insight into the top viewed Originals Movies and Acquired content of 2020 Unsurprisingly when it came to Originals Netflix was dominant with The Mandalorian on Disney being the only nonNetflix show to make the top 10 by Minutes Viewed The Netflix drama Ozark tops the list with 305B minutes viewed Fuhrer pointed out that both Ozark and Tiger King also on Netflix benefited from the initial stayathome lockdown last spring quotTypically a show that has 1B minutes per week is considered a hitquot he explained quotOzark and Tiger King each had 5B minute weeks which is simply astoundingquotIn the Movies category Disney dominated taking seven out of the top ten spots with Frozen II tops at 149B minutes viewed Interestingly two of the three Netflix films on the list were family kidfriendly movies Secret Life of Pets 2 91B minutes and Dr Seussamp8217s quotThe Grinchquot 62B minutes Fuhrer attributes this to tendency of kids more than any other age group to watch content multiple timesFinally in acquired content The Office was top of the list with over 571B minutes viewed Note These hours were on Netflix The show has since been taken off Netflix and is now on Peacock an adsupported platform This is a show that39s final firstrun episode was broadcast over seven years ago Perhaps given the abruptness for many of us of being cutoff from a reallife office environment we were looking for psychological comfort or a nostalgic reminder with a few laughs of what life was prepandemicNielsen39s panel provided much insight into the impact of 2020 events and the transition to OTT and finally provided some benchmarks as to what can be considered successful at least by one metric within a media universe where Netflix dominates It also solidified a harsh fact for advertisers Consumers are transitioning into a world where a significant and growing percentage of their viewing is occurring in a nonad supported or very limited ad supported world making them more difficult and likely more expensive to reachClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Nielsen Session Lifts Veil on Impact of Streaming Video

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Jeff Minsky

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