Nielsen News: Streaming, Advertising and Generation Z

Interested in news from global Nielsen? Read on.

Playback time: which consumer attitudes will shape the streaming wars?

Content creators and platforms battling for audiences will be happy to know that consumers are willing to crown multiple champions. According to a special Streaming Wars edition of the Nielsen Total Audience Report, which serves as the industry’s premiere source of media truth across platforms, people and devices, consumers in OTT-capable homes are spending nearly one-fifth (19%) of their TV time streaming content, be it through ad-supported or paid subscription models.

The report also notes 60% od Americans subscribe to more than one aid video streaming service. Better still—especially for platforms entering the streaming market—is that 93% of U.S. consumers say they will either increase or keep their existing streaming services.

A consumer that doesn’t place cost as an important virtue is rare, and that’s no different in the streaming world. According to survey respondents, price is the most vital attribute for a quality streaming service. This puts the impetus on platforms to satisfy customers’ return on investment while being affordable enough for the rest of their media habits. In fact, when asked about what made them cancel a paid video subscription service, 42% said they didn’t use it enough to justify the cost.

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Leading broadcast and cable networks join Nielsen to test linear addressable TV advertising platform

As part of the beta, programmers including A+E Networks, AMC Networks, CBS, Discovery, FOX, NBCUniversal and WarnerMedia will test the solution by running addressable ad campaigns and evaluating how it interoperates with existing and evolving workflows. The beta program is underway and will run through the first half of 2020 in preparation for its commercial debut later in the year.

Nielsen’s addressable TV advertising solution offers programmers an open and modular platform to effectively manage their addressable TV inventory and campaigns, empowering inventory owners with additional sales options to optimize the value of their ad inventory. By unlocking addressable inventory, media sellers will enable maximum delivery of ROI to advertisers across both linear and addressable TV impressions. Programmers can establish whether certain addressable ad loads are open to single or multiple advertisers, and manage campaign pacing.

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Game Changer

The professional sports landscape faces serious headwinds with the teens and young adults who grew up simultaneously holding security blankets and smartphones. Generation Z has high expectations for entertainment experiences, and it’s a mistake to believe they will automatically grow to love the same sports as their parents and grandparents. Not only do their tastes in sports differ, they consume them differently than older generations.

Generation Z also tends to focus more on individual athletes than teams or leagues. And that means their loyalties shift as athletes move around in their careers. European footballer Cristiano Ronaldo and U.S. basketball phenom LeBron James, two of the biggest names in global sports, demonstrate this phenomenon.

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