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State of the Screens

The Nielsen Local Watch Report 2018-Q2

By January 24, 2019No Comments

Worth the time: Nielsen has an excellent deep dive on the growing over-the-air (antenna) trend.

A quick refresher on the jargon:
1) SVOD = Streaming video on demand — This is a monthly package such as Netflix that provides streaming access to video content on-demand.
2) vMVPD = Virtual multichannel video programming distributor — This is pay-TV (cable TV, etc.) delivered through streaming and contains access to live TV along with on-demand content.

Over-the-air homes by streaming status (% of total TV HH):
1) No SVOD — 7M (6%)
2) SVOD only — 8M (7%)
3) SVOD + vMVPD — 1M (1%)
4) Total over-the-air — 16M (14%)

Why this matters: Not every over-the-air household is the same. For example, someone can subscribe to a service like Sling TV and get their local broadcast channels through the antenna. The data from Nielsen also shows significant differences in the audience characteristics between these groups.

Daily time with video by group:
1) No SVOD — 6h 3m
Total U.S. — 5h 27m
3) Over-the-air — 4h 48m
4) Over-the-air + SVOD — 3h 47m

More #1: Nielsen Sees New Types of Over-the-Air Homes

More #2: Why Old-Fashioned, Over-the-Air TV Is Booming

More #3: Nielsen: 16M U.S. homes now get TV over-the-air, a 48% increase over past 8 years

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.