Streaming is no longer an edge case, and ‘bingeing is real’ says Nielsen

“Bingeing is real” and online video streaming is “no longer an edge case”, Nielsen’s Monique Perry has told an audience of marketers.

Speaking at Mumbrella’s Entertainment Marketing Summit this morning, Perry, Nielsen Australia’s managing director for media, used data to reveal how streaming is something the industry needs to start taking seriously.

Perry: Streaming is ‘no longer an edge case’

Perry revealed what happened the day individual shows were “dumped into Netflix”, proving “how incredibly successful Stranger Things was, reaching over 16 million Americans in the first day.”

In the week that Stranger Things dropped, when merged in with the TV ratings from that week, “nine of the top 20 programs in that week [excluding sports] were Stranger Things”.

“If you’re any other media player”, Perry explained, it’s important to consider “when you put your content on air, because the 27th of October was not a day to really put anything big up against Stranger Things.”

Source: NPower, P18-49 Projections, premiere date of each program (click to enlarge)

The statistics also reveal how, as Perry puts it, “bingeing is real”.

There were 361,000 people who watched all nine episodes the day it was released – that’s nearly 900 minutes of viewing in one day.

Source: Npower, reach and frequency program report, P2+ with frequency distribution for premiere date, distinct processing, 6 minute qualifier (click to enlarge)

Perry also compared how Australian mobile apps compare with US streaming giants Netflix and YouTube.

ABC iView was revealed to be Australia’s top-performing streaming service on smartphone, with a unique audience of 1.301m in 2017, up 68.31% year-on-year.

9Now had the largest increase year-on-year, up 107.01% from 2016 with 1.093m unique users.

Stan, which has been touted as Australia’s answer to Netflix, clocked in at 700,000 users, up 92.84% from 2016.

Nielsen Digital Ratings Monthly, selected mobile apps within entertainment category, monthly unique audience, September 2017 and September 2016

Perry said “it’s worth understanding the way people are consuming this content is slightly different to other entertainment content.”

“Streaming is clearly not an edge anymore, it is mainstream. Bingeing is real, this content is sticky. Over that first week, we’re not consuming just one episode, we really are bingeing, whether it be in the day or across that first week.

“We need to think about both as its dropped, and if you’re putting that content on traditional TV at a later date, consider how powerful all of the different content is.”


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