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State of the Screens

With America at Home, the Streaming War Is Hollywood’s Ultimate Test

By April 16, 2020No Comments

Average monthly household streaming video cost (% change) according to the Harris Poll:
1) 
Nov-19 – $30
2) 
Mar-20 – $37 (↑ 23%)

The big picture: Video consumption is growing, but streaming is increasing its share at a faster rate.

Streaming share of total TV time, according to Nielsen:
1) Mar-19 – 14%
2) 
Mar-20 – 23%

The big question: Who is winning?

Streaming share, according to Nielsen:
1) 
Netflix – 29%
2) 
YouTube – 20%
3) 
Hulu – 10%
4) 
Amazon – 9%
5) 
Other – 32%

Streaming minutes, according to Nielsen:
1) 
Netflix – 45B
2) 
YouTube – 32B
3) 
Hulu – 16B
4) 
Amazon – 15B
5) 
Other – 49B

Share of population streaming 2+ additional hours daily according to the Harris Poll:
1) 
HH w/ children – 41%
2) 
18-34 – 40%
3) 
Income $75K+ – 36%
4) 
HH wo/ children – 25%
5) 
Income < $50K – 25%
6) 
65+ – 17%

Funny: Can anyone bend this curve?

The next question: When will streamings share of video revenue (14%) catch up with its share of total TV time (23%)?

Projected U.S. TV market in 2020 (% of total) according to Activate Consulting:
1) 
Pay-TV subscriptions – $93B (48%)
2) TV advertising – $70B (36%)
3) Digital video advertising – $15B (8%)
4) Digital video subscriptions – $12B (6%)
5) Digital video rentals – $4B (2%)
6) Total – $193B

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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