Insights on Latino-led Content and Viewers
Sponsored by Nielsen
Coinciding with Hispanic Heritage Month, Nielsen has released a new report, “Latino-led content and viewers: The building blocks for streaming’s success.” Read more »
OTT
The Evolution of “OTT” and “CTV”
While there is still some disagreement over the definition of “OTT” and “CTV”, most use these terms now in a new way that reflects the changes in the media landscape and viewer behavior during the last five years.
- Audience & Media Measurement
- Article
The Evolution of “OTT” and “CTV”
Towards the end of 2018, the ARF issued a Knowledge at Hand report and a CMO Brief each called The OTT Revolution. Since then, the OTT revolution has not only continued but it has accelerated. Moreover, the pandemic acted as a catalyst, increasing the rate of this acceleration. At the same time, the meaning of the term OTT has changed.
Member Only AccessStreaming Viewing Continues to Grow
Nielsen finds that streaming TV viewing accelerated in June — rising to a 33.7% share of total viewing. According to Nielsen’s “The Gauge” measure, this is the biggest increase since the measurement began over a year ago. Read more »
Advertising and Streaming
There are three kinds of streaming services. The fastest growing right now are “FAST.” Attitudes about TV advertising appear to be one driver of FAST’s growth.
FAST Services are Growing Fast
Free ad-supported streaming TV (FAST) penetration among US households has more than doubled year-over-year, according to a new report from Comcast.
Is Streaming’s Rise Coming to an End?
While Wall Street is focused on Netflix’ subscriber decline, and some speculate that this indicates the end of streaming’s rise, new research from HUB finds that, while there are challenges, the shift to streaming has not slowed down. Read more »
Concurrent Track Panel Discussion: Innovation in Video Measurement
John Watts of CIMM moderated a panel examining presentations on innovations and changes in video measurement on day three of AUDIENCExSCIENCE 2022. The topics in this discussion included the decline in linear television, measuring new viewing habits, challenges created by the new viewing ecosystem and getting access to more personalized one-on-one data.
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The Cross-Platform Measurement Shift: Content to Ad Exposure
Bob Ivins of TVSquared by Innovid, presented a discussion on the shift to cross-platform measurement in television viewing. In this presentation, the speaker examined the changes in consumer behavior in television viewership, challenges presented in metrics stemming from audience fragmentation, new platforms and new currencies in metrics. Additionally, the speaker gave key metric areas to consider in the era of converged TV.
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