Live TV Viewing Is Down, Streaming Is Up, Says Nielsen Report
A Nielsen report on TV viewing shows the evolution of home entertainment in the digital age, although the results are far from complete.
In the third quarter of 2014, live TV viewing was down 4.4 percent compared to the same period the year before, notes Nielsen's Total Audience Report (previously called the Cross-Platform Report). Americans currently average 141 hours of live television per month; in 2013 they averaged 147 hours.
Streaming video viewing, however, is on the rise. Americans watch almost 11 hours of streamed video per month, Nielsen reports, compared to 7 hours the year before.
Where the report falls apart is in streaming measurement. It doesn't measure set-top box streaming, so there's no way to know the true impact Netflix and other streaming services are having on viewing. The report also doesn't look at viewing through mobile devices or game consoles. Both Nielsen and ComScore have yet to meet the challenge of multi-platform measurement.
The report looks at cord-cutting, as well, and finds that 2.57 million U.S. households—about 3 percent—get their video only through a broadband internet connection. Nielsen didn't measure that stat in 2013, but it will be interesting to see if it rises or plateaus in coming years.
In a significant milestone. half of all homes have access to subscription video, the same amount that have access to a DVR.
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.
Prime time viewing is down, but overall TV viewing is way up. Nielsen looks at the innovations that are changing the way we consume video.
Company will offer content publishers an SDK that will allow watermarking inside ID3 tags and can deliver measurement for both in-app and in-browser viewing; those measurements will be combined with broadcast numbers and cover longer time periods than today's metrics
Advertisers will be able to compare online and television video ad effectiveness in real-time with Nielsen OCR data.