The streaming market is on a steep growth trajectory, but questions remain regarding how the traditional advertising market will utilize this new medium. Even companies that began testing streaming media in its infancy still wonder about the best method for tracking streaming, and how to determine whether they are hitting their target consumers.
Hypotheses abound regarding the precise size and reach of consumer streaming but historically, very little
reliable or objective data has existed to help answer key questions and guide important decisions on how to
advance streaming media. Although some content providers rely on server or Web log reports, and others have
drawn assumptions from surveys, the marketplace has lacked context for those statistics. Also problematic is
that these methods are void of the competitive metrics that typically spur market innovation. Further, without
demographic details, marketers and agencies are reluctant to commit advertising dollars against the medium.
To address the market's needs, comScore Networks offers unparalleled insight into the reach of consumer
streaming and digital media by combining new technologies with time-tested research methods. This capability
is based on a massive cross-section of more than 1.5 million U.S. consumers who have given comScore explicit
permission to confidentially capture their browsing, buying and other transaction behavior, including audio and
video consumption. Through its proprietary technology, comScore measures millions of audio and video records
monthly to report traffic by site, player, format and protocol. Importantly, comScore also matches each record to
demographic data, enabling the first-ever analysis of streamed content and those who consume it.
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