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%
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.”
