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State of the Screens

Nielsen Gauge: Streaming Takes Over Top Spot

By August 25, 2022No Comments

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Four big questions re: how we watch video:
1) How much video do we watch every day?
2) Is streaming growing as a share of total TV time?
3) Are all demographic groups watching less linear TV?
4) What happens to average TV ad frequency with a growing number of zero/low TV households?

Big question #1: How much video do we watch every day?

Quick answer: 5+ hours

Average daily video time (YoY growth) according to Activate Consulting:
1) 2019 – 5h 8m
2) 2020 – 5h 28m (↑ 6%)
3) 2021 – 5h 21m (↓ 2%)27B3.19-2022

Why this matters: The total time we spend with video is not growing.  The fight for attention/share between linear TV and streaming is a zero-sum game.

Big question #2: Is streaming growing as a share of total TV time?

Quick answer: Yes.  Streaming has grown its share by 24% (28%  35%) over the past twelve months.  For the first time in July, streaming was more popular than broadcast or cable TV.

27B3.8-JUL2022A2

Share of total TV time according to Nielsen:
1) Streaming – 35%
2)
 Cable – 34%
3) Broadcast – 22%
4) Other – 9%

27B3.8-JUL2022A

Share of total TV time (video only) according to Nielsen:
1) Streaming – 38%
2) Cable – 38%
3) Broadcast – 24%

Streaming share of total TV time (YoY growth):
1) 2019-Q4 – 19%
2) 2022-Jul – 35% (↑ 83%)

27B3.8-JUL2022B

YoY change in total TV time:
1) Streaming – ↑ 24%
2) Cable – ↓ 9%
3) Broadcast – ↓ 10%

27B3.8-JUL2022C

Big question #3: Are all demographic groups watching less linear TV?

Quick answer: No.  Samba TV reports both 55-64 and 65+ are watching more TV vs. a year ago.

Linear share of TV viewing time in 2020 by age according to Nielsen:
1) 65+ – 92%
2) 50-64 – 88%
3) 35-49 – 64%
4) 18-34 – 40%

27B3.17

Wild: 55+ watches so much video that both of the following can be true simultaneously.
1) 8-12% of their video time is with streaming
2) They account for 28% of all streaming minutes

27B3.11

Big question #4: What happens to average TV ad frequency with a growing number of zero/low TV households?

Quick answer: The same ad buy reaches heavy TV viewers 25 times while only 2 times for a light TV viewer.

Why this matters: In 2021, 47% of all households were light or zero TV viewers.

Share of adults by TV consumption according to Nielsen:
1) Light TV – 29%
2) Medium TV – 27%
3) Heavy TV – 26%
4) Zero TV – 18%

Share of TV viewers in light/zero consumption bucket:
1) 
2011 – 30%
2) 
2021 – 47%

C2263

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.