Nielsen the Gauge

How Is Nielsen Gauging The Shift to Streaming?

Big news: Nielsen released a new streaming metric called “The Gauge” that measures film/TV consumption for linear TV and streaming.

 

Key details for The Gauge:

1) 14K HH panel

2) Currently only covers TV

3) Data released monthly

 

Mr. Screen’s Crystal Ball: These types of next-gen panels will play a significant role in the future of convergent TV.  New companies, including HyphaMetrics, don’t carry the legacy burdens of Nielsen and are able to attack the measurement challenge with a fresh point of view.  (Disclosure: I am a proud/biased investor).

 

Share of total TV time according to Nielsen:

1) Cable – 39%

2) Broadcast – 25%

3) Streaming – 26%

4) Other – 10%

 

Share of broadcast/cable time by age according to Nielsen/nScreenMedia:

1) 65+ – 43%

2) 50-64 – 32%

3) 35-49 – 18%

4) 18-34 – 7%

 

total tv viewing share

 

Quick math for the 18-49 age group:

1) Share of adult population – 54%

2) Share of broadcast/cable time – 25%

Streaming share of total TV time:

1) 2019 – 14%

2) 2020 – 20%

3) 2021 – 26%

 

Quote from Reid Hastings – CEO @ Netflix:

“It’s kind of obvious there’s a time frame over which streaming takes over linear.  At 6 percent per year, it’s not going to be long.”

READ NEXT

Want the latest insights from around the video advertising industry?
Subscribe to our State of the Screens Newsletter.

logo

Thank you

We have received your message and will be in touch shortly.

logo

Contact Us