There’s no mistaking the dramatic impact that on-demand streaming video is having on the media industry, but it’s no easy feat to keep up with how rapidly the landscape is advancing—and fragmenting. For consumers, today’s on-demand options and platforms present seemingless endless variety. But what should content creators be focused on amid the burgeoning video environment ?
To offer new insights and trends into the streaming video arena, Ravi Rai, VP of Digital Product at Nielsen, and Harry Brisson, VP of Strategy and Innovation, took the stage last week at the 10th VidCon Conference and highlighted strategies for attracting, retaining and monetizing audiences. During their presentation, the pair explored new insights on streaming growth and diverse streaming audiences.
Ravi noted that in the past year alone, consumers have increased their time spent viewing through connected TV devices by 21%, using these devices to unlock streaming content, with multicultural viewers driving much of this momentum.
“Diverse audiences account for a growing share of viewing and purchase power, and streaming services are taking notice—creating content to appeal to these audiences and ultimately driving this growth,” said Ravi, who shared viewership insights on several Netflix original programs, including Beyonce’s Homecoming, Patriot Act With Hasan Minaj and others. “Content featuring underrepresented groups often has an advantage in attracting these audiences to SVOD platforms and securing their engagement amid a cluttered field of streaming options.”
In addition to highlighting the diverse audiences consuming streaming content, Harry discussed how creators and marketers can keep audiences captivated through immersive experiences that they can ultimately use to monetize audiences’ attention.
“We study how programs grow from unknown, upcoming shows into classics audiences rewatch over and over again, focusing on key viewer conversion metrics,” said Harry. “By understanding and improving performance at these critical stages, creators can meaningfully increase their ultimate audience size.”
Sources: Nielsen Total Audience Report and Audience Insights Analysis