Nielsen Reports Streamers Are on the Rise, Expands Data Collection with Streaming Video Ratings
By Movieguide® Staff
The popular data company Nielsen recently announced revised Streaming Video Ratings to provide viable data on one of the fastest-growing media platforms in entertainment today.
Nielsen claimed that they are implementing a new tool that will more accurately measure streaming data. The firm said that they would gather the information that will allow them to compare different streamers and how audiences interact with the platforms.
Ten streaming services will be tracked, but Nielsen’s initially announcement does not name them. Since last summer, the company has included Amazon Prime Video, Disney+, Hulu and Netflix in its weekly content ratings.
The tool will also include seven categories of apps, including subscription-based, ad-supported, network, social, gaming as well as multichannel video programming distributors (MVPD) and virtual MVPD apps.
The objective of the boosted set of streaming tools will be to hold up digitally delivered numbers alongside traditional linear ones.
According to the Nielsen Streaming Video Ratings, streaming from home has increased from 18% to 25%.
“By 2024, it’s estimated that streaming platforms will have amassed 210 million subscribers, which represents a staggering number of consumers and a major shift in media habits,” Nielsen’s Kevin Rini, SVP Product Management, said. “Now more than ever, it’s important for our clients to have a clear understanding of the streaming landscape, both from a program or content perspective, which our SVOD service does, as well as at a macro view of audience consumption that takes into account the total use of streaming platforms comparable to linear TV. Nielsen Streaming Video Ratings does just that — rounding out our suite of streaming solutions and providing a comprehensive view of streaming consumption and advanced audience demographics. It will help any business buying, selling or investing in media to have the clear picture of the impact of these consumer shifts.”
Although Nielsen leads the way for collecting streaming data, major TV networks like CBS, ABC, and NBC have called out the measurement firm.
Movieguide® previously reported:
Major TV networks called out Nielsen, the company responsible for auditing their audiences, claiming that Nielsen should submit to a third-party audit themselves.
Nielsen was responsible for counting audience viewership for television during the pandemic for networks like CBS, ABC and NBC. According to Variety, it is seen as the authority on TV ratings and the “bedrock of advertising deals for TV programs.”
The VAB, which represents the TV networks, said Ernst and Young should audit Nielsen. The major networks’ central frustration is that Nielsen’s system undercounted viewership in 2020 as the world went into lockdown.
“I am conveying to you in the strongest possible terms the VAB’s profound dissatisfaction and concerns with Nielsen’s handling of our industry’s months-long urging for rightsized remedies to shortfalls in the company’s COVID period TV usage and measurement data,” Sean Cunningham, the CEO of the VAB wrote in a letter to David Kenny, the CEO of Nielsen.