Half of U.S. Homes Have Access to SVOD Services, Says Nielsen
The streaming world has reached an important milestone, says Nielsen's Q1 2016 Total Audience Report: 50 percent of U.S. homes now have access to SVOD services. That isn't the same as saying half of homes have an SVOD subscription, just that half have access through connected devices. Coincidentally, half of U.S. homes have access to a digital video recorder (DVR). Close to 30 percent have access to SVOD services and have a DVR, a figure up almost 20 percent from the same time last year.
That 50 percent figure gets a lot of play: In April 2015, Parks Associates reported that 50 percent of U.S. broadband-enabled homes had an SVOD subscription. In March 2016, NPD Group reported that 52 percent of broadband-enabled U.S. homes have at least one TV connected to the internet.
Nielsen looked at how people access video, finding that the heaviest viewers make up the vast majority of usage: The top 20 percent of users make up 83 percent of smartphone video viewing, 87 percent of in-home computer streaming, and 71 percent of connected TV device use. That trend is true across ethnic groups.
In the last year, daily adult use of tablets has grown by 63 percent (12 minutes) and use of smartphones has grown by 60 percent (37 minutes).
The full report is available for free (registration required).
Thanks to its new Nielsen Streaming Meter, the measurement specialist is able to give a better look at the overall streaming audience and what they're watching.
When is a cross-platform measurement service not really a cross-platform measurement service? Nielsen accuses its rival of dirty dealing.
The measurement specialist pulls back the curtain on SVOD ratings, and shows that some programs do as well as the top cable series.
Young people are most willing to drop pay TV for streaming, while paid streaming services are more popular in North America than Europe.
At long last, broadcasters, content creators, and advertisers will be able to compare a program's views across all platforms.
Americans are watching less live television, while viewing more streamed video. The numbers aren't complete, but still show a trend.