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Big Data helps solve for Fragmented TV Viewing
James Alexander – Product Director – Measurement, Inscape
Rich Guinness – Associate Director, Data Licensing, Inscape
James Alexander and Rich Guinness at Inscape utilized big data to uncover current trends in TV viewing. Streaming continues to cut into linear. Ad supported platforms are growing more popular. People’s thirst for new subscriptions has plateaued. Streaming viewers churn constantly, following the content they want to watch from one platform to another. Bingeing occurs on both linear and streaming, but those who use both binge the most. In today’s environment, new streaming apps grow quickly in both viewership and minutes viewed. Even though they are still a small slice of the pie, FAST apps continue to grow at a rapid pace. Key takeaways:- Over the last three years, there’s been a 10% increase in those whose only TV experience is streaming.
- In Q4 2023, 6.5% of Vizio monitored TV viewers no longer watched cable or satellite, up from 4% in Q4 2022. That number is still growing.
- The average number of native apps or all apps viewed on CTV (including YouTube) has plateaued at 5.5. This number is not increasing, which is due to churn.
- Bingeing occurs evenly between linear and streaming, but those who have both are doing it the most. This is likely due to when people miss a few episodes of a favorite show on linear, then hop onto the streaming app to catch up.
- FAST apps, the “new cable,” are growing rapidly. Fifteen percent of first app opens are a FAST app, and 72% of these viewers are not watching on an MVPD.
- In their case study, 87% of SVOD users also watch a FAST app, which suggests that viewers are willing to pay top dollar for the right content—a finding that bucks current thinking.