How Is Nielsen Gauging The Shift to Streaming?

Big news: Nielsen released a new streaming metric called “The Gauge” that measures film/TV consumption for linear TV and streaming.

Key details for The Gauge:

1) 14K HH panel

2) Currently only covers TV

3) Data released monthly

Mr. Screen’s Crystal Ball: These types of next-gen panels will play a significant role in the future of convergent TV.  New companies, including HyphaMetrics, don’t carry the legacy burdens of Nielsen and are able to attack the measurement challenge with a fresh point of view.  (Disclosure: I am a proud/biased investor).

Share of total TV time according to Nielsen:

1) Cable – 39%

2) Broadcast – 25%

3) Streaming – 26%

4) Other – 10%

Share of broadcast/cable time by age according to Nielsen/nScreenMedia:

1) 65+ – 43%

2) 50-64 – 32%

3) 35-49 – 18%

4) 18-34 – 7%

Quick math for the 18-49 age group:

1) Share of adult population – 54%

2) Share of broadcast/cable time – 25%

Streaming share of total TV time:

1) 2019 – 14%

2) 2020 – 20%

3) 2021 – 26%

Quote from Reid Hastings – CEO @ Netflix:

“It’s kind of obvious there’s a time frame over which streaming takes over linear.  At 6 percent per year, it’s not going to be long.”

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