'Streaming: Friend or Foe to Local Markets?'
The Nielsen Company (US) (2019). Streaming: Friend or Foe to Local Markets?. [online] Nielsen.com. Available at: https://www.nielsen.com/us/en/insights/article/2019/streaming-friend-or-foe-to-local-markets/ [Accessed 15 Sep. 2019].
intext: (The Nielsen Company (US), 2019)
keywords: technical words I would like to research and use.
Linear tv:
nonlinear content:
LPM (local people meter):
vMVPDs (virtual multichannel video programming distributors):
vMVPD adoption:
DMAs (designated market areas):
My Opinion
with the data above, I have to take into consideration that this is about adults, in the U.S, whereas I would like my research to support my learning about the Uk industry, with perhaps a target audience of children and adolescence. However, I realize there is a block between information with children and adults, children may have restrictions from accessing streaming websites from parents, and information about children's statics has the likelihood of being confidential.
Also, as the U.S is a big market, and one of the main sources of entertainment and productions in the industry, this information may much more accessible and better to work with. I will have to take this into consideration when comparing my research sources together to validate my points and output my out final conclusion.
quotes:
'Given today’s digitally charged, on-demand media environment, it’s easy to get caught up in the excitement around the growing array of video streaming options, especially amid the proliferation of internet-connected devices and smart TVs. And there’s good reason for the buzz: 56% of U.S. adults stream non-linear content to their TVs. That fact notwithstanding, our actual TV streaming habits have yet to truly live up to the buzz.
'Linear content is also increasingly being included in streams from vMVPDs (virtual multichannel video programming distributors)—and vMVPD adoption is rising. This is particularly relevant for stations in LPM (local people meter) markets, which include 25 of the country’s 26 largest DMAs (designated market areas). Households in LPM markets, which represent approximately 50% of U.S. households, spend the most time streaming non-linear content to their TVs. Time spent with non-linear video is typically above the national average.'
'it’s not a stretch to expect streaming viewing time to increase as more options—including those from local stations—become available-
non-linear streaming video has the highest reach among set meter markets (average reach of 59% across set meter markets)'.
'The streaming market is vast and growing quickly, making it easy to generalize and make assumptions about viewers and viewing trends. Being able to analyze and really understand trends is critical, and that’s even more true at the local level. For example, many view streaming as a media that primarily appeals to young adults. In aggregate, Millennials are very engaged with on-demand content, but in some markets, streaming reaches more older generations than younger ones. For example, the average reach in set meter markets is 59% and the median age of streamers is 50.
intext: (The Nielsen Company (US), 2019)
keywords: technical words I would like to research and use.
Linear tv:
nonlinear content:
LPM (local people meter):
vMVPDs (virtual multichannel video programming distributors):
vMVPD adoption:
DMAs (designated market areas):
with the data above, I have to take into consideration that this is about adults, in the U.S, whereas I would like my research to support my learning about the Uk industry, with perhaps a target audience of children and adolescence. However, I realize there is a block between information with children and adults, children may have restrictions from accessing streaming websites from parents, and information about children's statics has the likelihood of being confidential.
Also, as the U.S is a big market, and one of the main sources of entertainment and productions in the industry, this information may much more accessible and better to work with. I will have to take this into consideration when comparing my research sources together to validate my points and output my out final conclusion.
quotes:
'Given today’s digitally charged, on-demand media environment, it’s easy to get caught up in the excitement around the growing array of video streaming options, especially amid the proliferation of internet-connected devices and smart TVs. And there’s good reason for the buzz: 56% of U.S. adults stream non-linear content to their TVs. That fact notwithstanding, our actual TV streaming habits have yet to truly live up to the buzz.
'In fact, research in the latest Local Watch Report reveals that the typical U.S. adult streamer spends an average of just under one hour (57 minutes) streaming non-linear content to their TVs in a regular day. That’s significantly less time than streamers spend with linear TV: two hours 42 minutes.'
'it’s not a stretch to expect streaming viewing time to increase as more options—including those from local stations—become available-
non-linear streaming video has the highest reach among set meter markets (average reach of 59% across set meter markets)'.
'The streaming market is vast and growing quickly, making it easy to generalize and make assumptions about viewers and viewing trends. Being able to analyze and really understand trends is critical, and that’s even more true at the local level. For example, many view streaming as a media that primarily appeals to young adults. In aggregate, Millennials are very engaged with on-demand content, but in some markets, streaming reaches more older generations than younger ones. For example, the average reach in set meter markets is 59% and the median age of streamers is 50.
Importantly, the streaming market isn’t closing doors and eliminating opportunities. Rather, it’s the opposite. But in order to activate in the space, marketers, stations and advertisers need to understand that streaming activity is not all the same'
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