What To Know From Nielsen’s Total Audience Report

Average time spent w/ video (YoY growth) according to Nielsen:
1) 2017-Q3 – 5h 27m
2) 2018-Q3 – 5h 24m (↓ 1%)
3) 2019-Q3 – 5h 22m (↓ 1%)
4) 2020-Q3 – 5h 21m (↓ 0%)

Average time spent w/ video by screen (% of total):
1) Live TV  –  3h 41m (69%)
2) OTT/Connected TV – 1h 5m (20%)
3) Smartphone  – 0h 15m (5%)
4) Desktop/Laptop  – 0h 12m (4%)
5) Tablet  – 0h 8m (2%)

Average time spent w/ media (YoY growth):
1) 2017-Q3 – 10h 30m
2) 2018-Q3 – 10h 30m (↑ 0%)
3) 2019-Q3 – 11h 54m (↑ 13%)
4) 2020-Q3 – 10h 00m (↓ 16%)

Our take: It is probably safe to assume media consumption did not drop 16% YoY during the pandemic. The 2019-Q3 number may be the issue.

Daily hours of usage by age group:
1) 65+  – 11h 53m
2) 50–64 – 11h 28m
3) 35–49 – 9h 36m
4) 18–34 – 7h 38m
5) 18+  – 10h 00m

Ad-supported share of streaming time:
1) JAN-21 – 26%
2) JAN-20 – 24%