Streaming services capitalized throughout 2021 on consumers’ growing appetite for streaming video content. In total, Americans streamed almost 15 million years’ worth of content last year.
From a total viewing perspective, streaming was the clear outlier during the week of Christmas, as Americans watched a total of 183 billion minutes across the growing range of over-the-top platforms.
Amid the many dynamics affecting TV usage, such as program releases, sports seasons and even the weather, few have the same effect as one of the most basic: time off.
News and reality are the most inclusive genres across the top 10 most inclusive programs for South Asians, highlighting a significant shortage across the wide range of other genres, especially those depicting everyday life.
When we take a step back and aggregate all of our TV usage, the shift to using TV-connected devices over the past 10 years is significant.
While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
According to The Gauge, Nielsen’s total TV and streaming snapshot, broadcast gained 2 share points to represent 28% of total TV viewing in October.
As our population diversifies and personalization becomes increasingly important, brands will need to embrace inclusion by sharing ownership with consumers.
As the media industry looks to be more inclusive of Black storytellers and grow their bottom lines or brand awareness with Black audiences, a deeper understanding of the community is critical.
While brands shouldn’t abandon their traditional advertising strategies, they certainly do need tailored initiatives to engage with their audiences—especially as the media landscape fragments across platforms and services.