2023-10-18-Comscore-2023年流媒体报告_46页_3mb

报告摘要

comScore State of Streaming 2023 Summary

Core Content

The comScore State of Streaming 2023 report provides an in-depth look at the evolving streaming landscape, highlighting key trends, audience behaviors, and the growing importance of ad-supported streaming. It outlines how streaming services are expanding globally, how audiences are shifting to CTV (Connected TV), and how brands can leverage this shift for more effective and cost-efficient marketing.

Main Points

1. Streaming Landscape & Consumption Trends

Digital platforms dominate entertainment consumption, with consumers favoring convenience and personalization.
Online video consumption is growing, with CTV (Connected TV) becoming a major player.
CTV usage is increasing, with 238 million U.S. households streaming on CTV in May 2023, up 4 million from May 2022.
Total CTV hours reached 11 billion, up 2 billion from May 2022.
Average viewing days per household on CTV rose to 22.3 days in May 2023, up 0.8 days from May 2022.
Smart TVs are the dominant device for CTV streaming, with a growing number of homes using them.

2. The Age of Ad-Supported Streaming

Ad-supported streaming (FAST) is growing rapidly, with 7 out of the top 10 streaming services by engagement being ad-supported.
Ad-supported services are gaining traction due to expanded offerings and affordability.
MVPD/VMVPD streaming allows advertisers to reach highly engaged audiences.
YouTube reached 78 million adults ages 18-49, with over 34 million being incremental to linear TV audiences.
Targeted channel strategies are effective for reaching specific demographics, such as Black/African American audiences on Freevee and Pluto.TV.

3. Emerging Trends

CTV usage is expanding globally, with non-U.S. markets growing by 16% on average from May 2022 to May 2023.
Short-form videos are surging in popularity, especially among on-the-go consumers.
Smart speaker usage is increasing, with 41 million U.S. homes streaming on Smart Speakers in May 2023, up 31% from May 2022.
Podcast listeners are more engaged with top audio applications.
Connected gaming consoles are being used by 20 million U.S. households, with 3 days per month of active use.
Gaming livestreams and esports are resonating with top gaming site audiences, with Twitch leading in engagement metrics.

Key Insights

Streaming growth is no longer limited to the top services, indicating a more fragmented and diverse market.
Ad-supported streaming is becoming a significant revenue and engagement driver.
Streaming offers brands new opportunities to expand reach and optimize marketing outcomes.
Audience targeting based on streaming behaviors can lead to better campaign performance and lower customer acquisition costs.
Cross-platform insights are essential for understanding audience engagement and optimizing ad spend.

Conclusion

The report underscores the shift in consumer behavior toward streaming, especially CTV, and the rise of ad-supported models. It emphasizes the importance of targeted content, cross-channel planning, and audience measurement for success in the streaming era. With a growing number of users and increasing engagement across platforms, brands must adapt their strategies to capture this expanding audience effectively.

Key Takeaways

Streaming growth has moved beyond just the top services.
Ad-Supported services are surging through expanded offerings and FAST.
Streaming offers brands avenues to expand reach and economically optimize marketing outcomes.

Definitions of Key Terms

Actions (CP): Total number of interactions (reactions, shares, etc.) on social platforms.
Connected TV (CTV): Digital video delivered to TVs via internet-connected devices.
Cordless: Households that do not subscribe to traditional pay-TV services.
Cord-cutter: Households that canceled traditional pay-TV in favor of digital options.
Cord-never: Households that have never had a traditional pay-TV subscription.
MVPD: Multichannel video programming distributor (cable/satellite companies).
vMVPD: Virtual MVPD, streaming services that distribute linear TV content over the internet.
WiFi homes: U.S. homes with wireless internet, approximately 111 million.
Streaming services/apps: Any service that provides content via streaming, excluding traditional distribution.