Streaming viewership continues to grow. Or is that the case?
The next edition of “The Gauge,” Nielsen’s monthly snapshot aimed at examining all the broadcast, cable and streaming consumption that happens through TV screens, is scheduled to be published one week, or after Nielsen reveals to customers that the survey is likely to reveal a decline in streaming viewership. The move has caused some tension among a number of emerging technology companies, which have seen their fortunes soar as they capture large numbers of new broadband viewers, according to three people familiar with the matter.
At issue, Nielsen said, was the introduction of new data earlier this year that shows how U.S. households connect and watch TV, use video-enabled digital devices, and interact with and share streaming media and e-commerce accounts. The study, known as DASH, is a syndicated study conducted in partnership with polling firm NORC at the University of Chicago. Nielsen previously told clients that the use of data could temporarily expand the number of households, or “worlds,” that watch cable and broadcast TV, and reduce viewership for overall streaming viewing.
“As we began previewing our standard monthly gauge with clients this week, some clients requested additional data regarding their DASH implementation, and we intend to provide that information,” Nielsen said in a statement provided to Variety. As a result, we are delaying the release of The Gauge by one week to coincide with the release of The Media Distributor Gauge on March 24th. We believe this will allow for a smoother transition and give our clients and industry a better picture of February viewing. ”
Nielsen’s gauge is the latest highlight in the industry’s never-ending battle to count viewers spread across dozens of screens and different viewing behaviors. But the behind-the-scenes push and pull surrounding its next release shows Nielsen will have to accommodate a new generation of customers like Amazon, Roku and Netflix that can be just as difficult as traditional customers like CBS, Fox and NBC.
The next gauge was expected to reveal an uptick in cable and broadcast ratings, driven in part by new DASH data, but also due to increased attention in recent weeks to the Winter Olympics and Super Bowl, which will be broadcast on TV and streamed via NBC and Peacock. Nielsen says the growth in traditional TV is not expected to continue in the long term, but the growth in streaming will continue in the long term.
Nielsen said it notified all customers of the anticipated adjustments in multiple ways. “ARF’s DASH universe estimates are certified by the Media Rating Council. “The MRC TV committee, comprised of more than 80 Nielsen customers, overwhelmingly pushed for Nielsen’s rapid adoption of DASH. We communicated this change to our customers over several months through product announcements, webinars, and MRC meetings, and implemented it at the end of January,” Nielsen said. We believe this change more accurately reflects the television landscape. ”
Streaming companies, like their traditional rivals, may be starting to buffer the results of the new gauge as they rely more on advertising dollars. Amazon became an increasingly aggressive player during TV’s “Upfront Week,” and for good reason. The company’s decision to make ad-supported Prime Video its de facto level of service to subscribers means the digital giant has a lot of commercial inventory to sell. Netflix, whose executives once vowed never to run ads on its popular streaming service, is now offering ad-supported slots and increasingly allowing advertisers to create bespoke commercials and promotions around some of its most popular shows.
Despite the rise of a number of new measurement rivals in recent years, Nielsen aggregates remain a fundamental element of advertising sales in the US television industry. The more people between the ages of 18 and 49 and 25 and 54 who watch a particular show, the more the company that airs the series can charge from potential sponsors.
A lot of things about the TV business are changing, but as this recent industry debate shows, Nielsen’s place in the TV business is not yet among them.
