Local-Market Streamers Vs. Non-Streamers: Nielsen's Latest Watch Report Revealed

LaPorte is a Nielsen veteran who spent several years in local TV client services before moving into media analytics in various research roles and assuming an executive role in Nielsen39s Thought Leadership and Research support area His work in examining localmarket consumer usage data is pivotal to media companies in planning future strategiesStreaming by MarketWhile Nielsen measures national and local marketplaces this particular study first launched in 2017 helps focus on individual market differences and trends quotMore than just capturing how much adults are streaming to the TV set we wanted to understand how it differs by marketquot LaPorte explained quotJust because 56 percent of US adults streamed to the TV set in May doesn39t mean each local market follows suitquotIn fact not only are there national versus local differences but there are also stark behavioral differences between markets quotIt39s quite interesting actuallyquot LaPorte said The data shows that the largest markets those with local people meters don39t necessarily have the largest amount of streaming activity In fact quotmarkets in the midtier group such as Austin Cincinnati San Diego and Salt Lake City range from 66 percent to 70 percent of adults who streamquot which is above national averages And quoton the flip side the larger markets really stand out when it comes to how much time they spend streaming to the TV set In Charlotte Cleveland Dallas and Orlando adults spent more than two hours and 20 minutes streamingquotOverall differences between large midsize and smaller markets show that there is generally less streaming in smaller markets Explanations might include internet speed or a cost factor in streaming adoptionStreaming by Types of HomesNielsen39s report breaks out the types of home streamers live in from cable to overtheair OTA to broadbandonly BBO and by virtual multichannel video programming distributor vMVPD There is a good reason for doing so quotThis is an area where our clients are paying extra attentionquot LaPorte explained Wired cable and satellite used to be the primary way consumers received video content quotThose are still the lion39s sharequot LaPorte said quotbut we see more people moving to OTA broadbandonly and virtual providers amp8212 as their primary source of video to the TV screen Streamers tend to overindex in those groups which is an important insight for local stations so they know how people can receive their contentquotNotably local broadcasters are especially focused on OTA at this time quotIn Minneapolis Phoenix and Milwaukee 23 percent of TV streamers live in OTA homesquot LaPorte noted quotIn West Palm Beach Baltimore and New York however more than 80 percent of streamers reside in traditional cable satellite homesquotDifferences Between Streamers and NonStreamersLaPorte is especially bullish on the research comparing the behaviors of streamers and nonstreamers quotSome of it was obvious but some was eyeopeningquot he said quotFor instance as you might expect TV streaming adults are younger with a median age of 50 versus nonstreamers at 62quotBut one similarity stood out quotBoth streamers and nonstreamers are found to be similarly multicultural amp8212 Black Asian Hispanic or 39other race39 amp8212 at 36 percent versus 33 percentquotOverall though there were more differences often reflecting the age disparity between streamers and nonstreamers quotStreamers are more likely than nonstreamers to have children be employed and be college graduates They also have a higher income at 69K versus 45K Streamers are clearly a very appealing consumer demo especially when it comes to categories like electronics highend retail and autoquot he notedData Surprises and ConfirmationsLocal markets provided some surprises when it came to TV streaming quotI didn39t expect to see setmeter markets stand out from a reach perspective yet be on the lower end for time spent streamingquot LaPorte said But on the other hand quotit was fascinating and made sense to see markets like West Palm Beach Ft Myers Jacksonville and San Diego be aboveaverage markets for adult reach for TV streaming but also be near the bottom for the amount of time spentquot That is because quotthose are warmweather markets where you would expect people to spend a little less time in front of the TV screen streamingquotamp160Maximizing Client ValueUltimately the value in the Local Watch Report rests on its ability to craft strategy quotThe end goal for our local clients should be to determine whether they can make adjustments to their streaming strategiesquot LaPorte explained quotSeventy percent of Austin adults streamed to the TV set in May 2019 but only 45 percent of adults did in Pittsburgh That39s a significant difference and that type of data can be very useful to local stations advertisers and OTT providersquotClick the social buttons to share this story 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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Local-Market Streamers Vs. Non-Streamers: Nielsen's Latest Watch Report Revealed

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Charlene Weisler

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Local-Market Streamers Vs. Non-Streamers: Nielsen's Latest Watch Report Revealed

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