The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
Compared with the early days of streaming, when platforms largely aimed to satiate all audiences at one fell content swoop, a handful of platforms are taking a more focused engagement approach.
In July, broadcast recaptured television viewers, growing a percentage point thanks to high-profile sporting events coupled with the opening weekend of the Olympics.
As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.
Seasonality, sports and new streaming content drove shifts in viewing share across broadcast, cable and streaming on television screens in June, according to The Gauge.
The pandemic has upped the ante for marketers looking to make sense of the ever-fragmenting streaming landscape.
Despite the groundswell of engagement and sponsorship investment, esports has yet to gain mainstream acceptance among brands and advertisers. The opportunity, however, is significant.
As part of Nielsen’s Cannes LIONS Live 2021 virtual experience, Brian Fuhrer, SVP, Product Strategy, Nielsen, unpacks how streaming has evolved.
We recently launched The Gauge, our new monthly total TV and streaming snapshot, which shows that streaming usage across all television homes has climbed to 26% of all time spent on TV.
Future success in the streaming space will hinge on more than just great content—it will need directions to help viewers find it.