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State of the Screens

How Is Nielsen Gauging The Shift to Streaming?

By June 25, 2021November 15th, 2021No Comments

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.”

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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