Streaming overtakes television | RBC
Streaming services grow from 18 percent to a total of 26 percent of television audiences, surpassing 25 percent of television broadcasting.
Streaming services have overtaken broadcast television, in line with Nielsen’s latest findings.
According to the latest metric of TV usage from the global market research company, streaming accounted for 26% of total usage in May, compared to 25% for broadcast or live TV. Meanwhile, cable TV continued to attract a significant portion of viewers, accounting for 39% of the total audience for the month, while various other activities, including games and physical media playback, made up the rest of the total. The information, as reported by Hollywood journalist, suggests that streaming could reach figures as high as a third of all TV usage given its recent eight percentage point increase.
Nielsen initially announced its streaming video rating measure in April, noting that streaming accounted for less than a fifth (18%) of TV usage in the spring of 2020. In May of this year, however, Netflix and YouTube alone accounted for 12% of the total. number, with Hulu, Prime Video and Disney + attracting a further six percent of the 26 percent total. Other streaming services, including Apple TV +, HBO Max, Paramount +, Peacock, and Discovery +, made up the remaining eight percent.
“The past year has radically changed the television landscape,” said Brian Fuhrer, senior vice president of product strategy and thought leadership at Nielsen. “Even as people start to dive back into their pre-pandemic activities, based on the changes many have made to enable streaming coupled with the variety of newly introduced services, we expect people to continue to sample and explore their options. Perhaps just as important, as production resumes, new content will enter the space, resulting in additional traction. “
Nielsen’s metrics previously did not provide a full picture of streaming consumer reach. In 2017, Netflix deemed it “not even close” to accuracy, arguing that Nielsen’s audience figures of Strange things‘the second season was incorrect. With more precise metrics, streaming companies are more able to boast and discuss the numbers, including Netflix, whose co-CEO Reed Hastings said Nielsen is “a good place to arbitrate or score how the streaming is changing the US television landscape. ” Hastings also called on other streaming companies to improve their gaming, noting that combined broadcast and cable is more than double the total TV streaming usage.
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Source: Hollywood journalist
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