Nielsen’s Peter Katsingris on Today’s Dynamic Media Landscape

With Americans now spending an astounding 11 hours per day using media according to Nielsenamp8217s Total Audience Report the stakes have never been higher for media companies and advertisers to ensure that their messages are reaching the right audiences at the right time on the right platform through the right device amp160Nielsen has been diligently measuring consumer usage to offer their clients a more accurate look at how todayamp8217s consumers are navigating their evergrowing media choicesKatsingris and I recently discussed how all of this will impact the future of mediaCharlene Weisler amp160How can half of the average American39s day be filled with consuming media amp160Certainly there is a lot of multitasking but what about deduped usagePeter Katsingris amp160Within the 11 hours per day of media usage there is some amount of simultaneous usage across devicesWeisler amp160Where is the greatest growth coming from amp160How will this impact future usageKatsingris amp160The greatest growth is among connected TV device use whether it is the smart TV or other connected devices that enable streaming content to the TV set amp160Streaming will continue to grow as the way people consume content through the TV evolvesamp160 Additionally digital device usage particularly smartphones is growing as consumers continue to personalize their media use amp160The options available to the consumer will result in a more ondemandamp160amp224 la carte experienceamp160 Consumers can access media anywhere and through whatever device is most convenient to them at that timeWeisler amp160TV looks to be consistently No 1 in time usage amp160Do you see that continuingKatsingris amp160Itamp8217s often said that TV is dying but our data paints a different picture amp160People spend a lot of time in front of the TV set whether it is live oramp160watching recorded content via DVR oramp160ondemand or even a subscription service through a TV connected device amp160Linear TV viewing continues to remain a substantial portion of the overall share of media usageamp160 amp160But it varies by demographicamp160 Younger adults spend less time with linear than older adults and television accounts for a smaller percentage of that timeamp160 amp160However they still watch television and will continue in one form or anotheramp160Weisler amp160Younger viewers are consuming less live TV amp160What are the long term implicationsKatsingris amp160Younger generations have always been early adopters amp160With viewing content early adoption means young people are engaging with platforms and devices that drive new habitsamp160 However some of these new ways to connect still end up with a young consumer in front of a TVWeisler amp160How much streaming is happening toamp160the TV Katsingris amp160Consumers are incrementally spending more time on the television set streaming content amp160Overall based on the Q1 2018 Nielsen Total Audience Report half of adults 18 are using connected TV devices DVDBluRay game console internet connected devices smart TV apps to watch or use media content and that accounts for nearly 10 hours a week amp160Using Nielsenamp8217s Streaming Meter we have a more complete understanding of streaming thatamp8217s occurring to the TV set amp160What we see is that among homes that have that ability one out of every 10 minutes for adults was streaming content to the television set amp160Younger consumers having a higher percent of streaming of overall total TV usageWeisler amp160Which devices are consumers using to stream to the TV Katsingris amp160Twothirds of homes have the ability to stream content via internet enabled connected TV devices like game consoles smart TVs or internetconnected devices ie Apple TV Roku Google Chromecast Amazon Firestick amp160Teens are more likely to use game consoles to stream while older adults use a smart TVamp160 Across all TV households about one third only use a single device and another third use more than one deviceamp160indicating the multiple options consumers have amp160Typically homes with multiple device use have a combination of a video game console with another streaming deviceWeisler amp160What are the overall SVOD trends that Nielsen39s Total Audience Report uncovered Katsingris amp160The report focused on access to the three main subscription video ondemand services Netflix Hulu and Amazon Prime Videoamp160 More consumers have and continue to want access to these multiple channels in their homes compared to last year amp160Among total households access to these services is up to 64 of television homes in March 2018 from 58 a year ago amp160Similar to devices that enable streaming in the home people have access to multiple services with 37 of television households having access to twoamp160or more of the servicesamp160Weisler amp160How is SVOD impacting linear TV consumption Katsingrisamp160 Itamp8217s hard to look at SVOD in a vacuum because streaming encompasses a broad array of services including SVOD AVOD advertising supported VOD and virtual MVPDs like Sling TV and Hulu Live amp160An underappreciated impact of SVOD is that it exposes consumers to a different way of accessing content via menus as opposed to traditional channel surfing amp160This translates into adoption of products eg VMVPDs that provide those improved interfaces and easy appbased access amp160We are seeing that with homes subscribing to those services amp160Also SVOD provides extra channels to choose from and when there is more choice it impacts behavior and impacts traditional linear services amp160Prior research has shown that once someone acquires a device capable of streaming content there is a change in traditional TV use amp160However people will continue to watch the programs they like regardless of additional content services they subscribe to and use them to complement current behaviorsamp160Weisler amp160How can linear TV companies use SVOD to inform their business strategy Katsingris amp160Iamp8217m not sure there is such a thing as a amp8220linear TVamp8221 company any longer amp160Every one of our clients has a crossplatform strategy to reach their consumer wherever that consumer is amp160Last year we launched Nielsen SVOD content ratingsamp160 This allows our clients studios networks and others to see how their SVOD programming is performing as well as how this content may be impacting their linear businesses or even help with decisions around scheduling and licensingClick the social buttons above or below 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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Nielsen’s Peter Katsingris on Today’s Dynamic Media Landscape

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Charlene Weisler

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Nielsen’s Peter Katsingris on Today’s Dynamic Media Landscape

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Charlene Weisler

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