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State of the Screens

Have Streaming Hours Gone Over The Top?

By September 23, 2021No Comments

2021-09-22_17-59-49

Streaming households by year (YoY growth) according to Comscore:
1) 
2016 – 44.0M
2) 2017 – 50.8M (↑ 15%)
3) 2018 – 59.2M (↑ 17%)
4) 2019 – 64.0M (↑ 7%)
5) 2020 70.2M (↑ 10%)
6) 2021 – 82.4M (↑ 17%)

27B1.6
% change for streaming between Jan-20 and Jun-21:
1) Streaming hours –↑ 21%
2) Total households – ↑ 17%

% change in reach by revenue model:
1) 
Ad-supported – ↑ 18.5M
2) 
Subscription – ↑ 14.1M

27B1.7
% change in reach by streaming service:
1) Hulu –↑ 53%
2) Amazon Prime Video – ↑ 37%
3) Netflix –↑ 32%
4) Disney+ –↑ 30%
5) YouTube –↑ 24%

35A2C.12
The average number of streaming services watched per household (YoY growth):
1) 2019 – 4.0
2) 2020 – 4.4 (↑ 10%)
3) 2021 – 4.9 (↑ 11%)

27B1.8

Streaming share of time spent by network:
1) Netflix – 26%
2) YouTube – 21%
3) Hulu – 13%
4) Amazon Prime Video – 9%
5) Disney+ – 4%
35A2C.13
Big picture: People are shifting from linear to streaming, but even time with linear is becoming more fragmented.  According to Effectv, the average household watches 30+ networks, and 70% of linear viewing occurs outside primetime.
27B5.7

Quote from Laura Molen – Co-president of ad sales and partnerships @ NBCUniversal:
“We are seeing [content] consumption at about 70/30 linear to streaming, and in a couple of years, we are predicting it will be about 50/50.

Interesting: The New York Times recently took a deep dive into how people spent their time in 2020 vs. 2019.
Time spent with others:
1) Alone – ↑ 57m
2) Same household –↑ 31m
3) Outside household –↓ 1h 33m

PSA: Perhaps exercise should have gained more time 🤣

2021-09-22_17-31-46

Wow: According to Pew, 31% of adults are online “almost constantly.”


Share of adults by age group online “almost constantly”:
1) 18-29 – 48%
2) 30-49 – 42%
3) 50-64 – 22%
4) 65+ – 8%

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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