The latest edition of Nielsen’s Local Watch Report is out, and this edition focuses on the impact that streaming and access to sVOD services are having on the media landscape, particularly at the market level.
The report dives into video streaming behavior and how it’s impacting local broadcast TV.
As of May 2019, 134.2 million (or 56%) of adults streamed non-linear video to their TV set through an internet-connected device or smart television.
What are the top DMAs for TV streaming adults?
As shown above, Austin, Cincinnati, and San Diego are among the leading locales for sVOD consumption.
Compared to just two years prior, 40 million more Americans are now streaming to their TV sets.
As reach continues to grow, frequency is increasing as well. The average adult now spends 11 days streaming per month (up from nine days in 2017) and they’re spending more minutes per viewing session.
The 26-page report examines these trends by ethnicity, age and geography to understand the varying impact and growth opportunity for local clients.
While adults 18-54 are more likely to stream than the AARP crowd, adults 55+ aren’t ignorant of sVOD.
Furthermore, African American consumers are far more likely than the total market to be TV streamers.