Posts Tagged ‘ Media Measurement ’
In this white-paper, we examine how OTT audiences consumed ad-supported versus non-ad-supported services over a period of two years. OTT streaming services, as well as advertisers and their agencies, use Comscore’s trusted measurement to understand the OTT landscape and make informed ad buying and sponsorship decisions.
Read moreTo state the obvious, 2020 has been like no other year. With most Americans confined to their homes because of the coronavirus pandemic creating a “captive” audience, the demand for streaming content from home skyrocketed, leading to abrupt changes in viewership trends and audience profile, not to mention wider industry implications. In the worst of times, it was the best of times—for streaming.
Read moreIt is no surprise that technology is radically changing the media industry. More people are consuming video content on platforms other than traditional TV sets, such as computers, smartphones, tablets and over-the-top (OTT) devices. Measuring audiences across these new platforms is critical for both the sell-side and buy-side of the business, and new metrics of success will help better define consumer outcomes from advanced advertising campaigns.
This shift to cross-platform viewing has highlighted the critical need for a common metric that media buyers and sellers can use to seamlessly transact across all platforms. The traditional ratings metric (which is defined as the percentage of various age/gender populations) is quickly migrating to impressions—the actual or projected number noted as (000). Major industry players have announced their move to an impressions-based ad sales model with the hope that this will give media sellers more pricing power, more audience granularity and a frictionless cross-media planning and buying experience. The move to impressions is a natural evolution for local TV groups that have seen audiences migrate to digital and cross-platform viewing and is a step closer to a true, cross-platform apples-to-apples currency.
Abstract:
U.S. consumers are adding time to their media day and making time to connect with their favorite content, no matter where it exists (Nielsen 2014). But how they’re consuming media is ever-changing thanks to the continued proliferation of technological devices, 24/7 availability of the media content, ease-of-access, and economics. Whether streaming or satellite, over-the-air or over-the-top, understanding how consumers are consuming media is more important than ever, particularly for companies providing these services since advertising is their major source of revenue. For researchers, this consumption ecosystem has given rise to big datasets consisting of millions and millions of viewing records to mine thru in order to discover trends, viewing patterns, and relationships. In this study, we are attempting to do just that. Read more
Abstract:
The new reality for consumers is they not only have access to more content than ever before, but they can also select the content they want, when they want, and watch in the device they want. One such device that has become increasingly popular for media consumption is Over-the-Top (OTT) media players. These are devices that deliver video content via the internet to television sets. Today, there exists an ever-growing number of various OTT devices from Roku players, the Apple TV, the Amazon Fire TV box, Chromecast, and game consoles. However, with this increased availability of choice comes the growing fragmentation of consumer time and attention. This leaves advertisers with the complex task of breaking through the clutter of advertisements and finding a way to reach the OTT device-specific audience. However, reaching an audience behind an OTT device requires a thorough understanding of the viewers. To date, there has been no study examining the differences between various types of OTT device owners and their viewing behaviors. Read more
Abstract:
The media industry is in a state of flux with continued fragmentation of consumer time and attention around media and across various devices and services. One such service that is popular among consumers today is SVOD (Subscription Video On-Demand) which enables on-demand access to both native digital content and TV-produced content. Forty eight percent of US homes have access to at least one SVOD service from providers such as Netflix, Amazon Prime and Hulu, up from 42% a year ago, according to Nielsen’s report. As consumers are shifting from live viewing to SVOD consumption, researchers are interested in understanding the underlying behavioral changes that are differentiating SVOD service providers. For instance, are consumers watch similar programs between Netflix and Hulu? Are there overlaps and/or uniqueness in consumer behaviors across these service providers? Answering these and many other questions is at the heart of this study and analysis. Read more
Abstract:
Over the past few years, we have witnessed an expanding range of viewing devices and new content offerings by online streaming services (such as Netflix, Amazon and Hulu) through over-the-top (OTT) devices. Nearly 20% of U.S. households own at least one OTT device, such as a Roku, Amazon Fire TV, or Apple TV (Park Associates 2015). As these trends keep increasing, there have been debates on whether online streaming will replace traditional (or cable) TV in near future. Furthermore, questions have been raised around whether OTT viewing, via Apps, is cannibalizing or complementing network oriented TV viewing. Does multiple layers of ownership/access (ex: device, App, etc.) in OTT viewing play a role in their viewing/usage behavior to be different from traditional TV viewing? Does these two forms of TV viewership different in terms of types of programs watched, when they are watched, and how often they are watched? These are all questions of great importance to online publishers and advertisers, and, in general, to researchers working with large volume and variety of TV viewing data. Answering these questions is at the heart of this study and analysis. Read more
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