NEW YORK — A syndicated service reported via Nielsen’s NPOWER audience insights platform has been launched.
Introducing Streaming Video Ratings from the nation’s dominant audience measurement and data analytics firm.
As Nielsen sees it, the new data on who’s watching streaming video “provides unique visibility into total viewership and advanced audience demographic insights by streaming platform alongside linear TV ratings.”
The benefit for media buyers: information that can help them make more informed advertising investment decisions.
“As viewing consumption continues to shift across linear and streaming services, it is business critical to have full visibility into viewership trends across linear TV, video on demand (VOD), subscription and ad-supported streaming services and audience demographic information such as race/ethnicity, household income, device types inside the home and location,” Nielsen said. “Nielsen Streaming Video Ratings will allow content creators, studios, platforms and advertisers to know which demos are engaging with the content, where content opportunities may be, which platforms are gaining momentum (and why) and which categories are driving the most engagement.”
Nielsen estimates that among homes that can stream the share has gone from 18% to 25% in only a year’s time—a seven percentage point increase in a behavior that continues to see audience adoption and increased use.
“This type of audience shift is even more acute when looking at certain age and ethnic demographics, crucial insights for the entire media ecosystem to understand when creating, licensing, marketing and even casting talent of content,” Nielsen said.
What sort of data can advertisers expect to see from the Nielsen Streaming Video Ratings platform? Among homes that are streaming capable, Netflix now accounts for about 7% of total time to the TV. Further, one-third of streaming capable homes access between three and four SVOD services per month, but nearly half of homes also use an ad-supported VOD (AVOD) service as well. Beyond SVOD and AVOD, linear streaming, such as vMPVD apps, has also emerged as a popular and viable consumer content option, according to insights uncovered via Nielsen’s SVR service.
At launch, Nielsen Streaming Video Ratings will include viewership details from 10 top streaming platforms as well as seven categories of apps including subscription-based, ad-supported, network, social, gaming as well as multichannel video programming distributors (MVPD) and virtual MVPD apps.
Combined with Nielsen Subscription Video On Demand (SVOD) Content Ratings, Nielsen now boasts that it provides “a comprehensive view of the streaming landscape for advertisers, networks, studios, digital publishers and financial investors.”
