Reach by Platform and AudienceWhile Linear TV reaches 85% of adults each week, building reach within video is no longer dependent on Linear TV as the sole driver.

Alternative video platforms, such as smartphone video, have reached critical mass with a 70% weekly reach. Weekly reach is even higher amongst Hispanic, Black and Asian audiences.

Time Spent by Platform/Demo/Race & EthnicityOverall, time spent on video platforms are not decreasing, clocking in at over 5 hours per day. However, there is a share shift occurring.

Although time spent viewing Live TV continues to decline, much of that loss is recovered by the growth in time spent on Internet connected devices. Time spent on these devices is up 19% for adults year over year.

OTT Time Spent by Demo/Race & EthnicityThis increase in time spent with Internet Connected Devices is seen across a wide range of audiences, but especially among A65+ and Black viewers.

OTT video content is the fastest growing video platform across all demos with weekly time spent increasing almost an hour year over year.

In the first installment of a four-part series on the 2020 Video Landscape, the WHERE consumer insights group explores how much time consumers are spending with video during the pandemic, and how we can best reach them. This week’s content examines reach and time spent across different video platforms.

Executive SummaryVideo Landscape Intelligence

Weekly Reach Of Users By Platform

Though 74% Of Smartphone Video Is Short-form (15min Or Less)

Video Landscape IntelligenceIn the first installment of a four-part series on the 2020 Video Landscape, the WHERE consumer insights group explores how much time consumers are spending with video during the pandemic, and how we can best reach them. This week’s content examines reach and time spent across different video platforms.

No Matter Who We’re Looking At Or Where They’re Viewing, Video Is Pervasive In Everyone’s Lives

While Linear TV Continues To Have The Highest Reach Within Video, Smartphone Video Isn’t Far Behind

Nielsen Total Audience Report Q4 2019

Nielsen Total Audience Report Q4 2019: Deloitte Digital media trends survey, 13th edition

Over 1/3 Of Asian Adults Can Be Reached Through Video On A Computer

Linear TV still has the highest reach among

18+

Specifically among multicultural consumers,

smartphone reach is comparable to Linear TV

Especially Among Multicultural Viewers, Smartphone Video Reach is Comparable To Linear TV

Building Reach is Less Dependent on Linear TV

Time Spent With Video is Mostly Shifting, Not Decreasing Overall

Nielsen Total Audience Report Q4 2019

Nielsen Total Audience Reports Q4 2018, 2019; TV-Connected Devices includes Gaming Consoles, DVD, & Internet Connected Devices

Recent methodology tweaks in Nielsen’s capture of Mobile consumption may be driving some of the increases seen in App/Web video time spent.

1 2 How does this impact time spent?

This Shift From Traditional Live TV to Alternative Video is Consistent Across Demos

Asian A18-34 Spend More Time With Connected Devices Than Live TV

Live TV Viewership is Declining YoY But Rising Time Spent With Internet Connected Devices is Helping to Fill That Gap

Black A18-34 Saw The Largest Drop In Live TV Time Spent and The Greatest Increase With Internet Connected Devices

Nielsen Total Audience Report, Q4 2017-Q4 2019; Internet Connected Device: Viewing on an Apple TV, Roku, Google Chromecast, etc. connected to the TV; Game Console represents 44% of gaming console time spent to reflect time spent streaming video only (added together, these represent OTT viewing)

Nielsen Total Audience Report, Q4 2017-Q4 2019; Internet Connected Device: Viewing on an Apple TV, Roku, Google Chromecast, etc. connected to the TV; Game Console represents 44% of gaming console time spent to reflect time spent streaming video only (added together, these represent OTT viewing)

Recent methodology tweaks in Nielsen’s capture of Mobile consumption may be driving some of the increases seen in App/Web video time spent.

Recent methodology tweaks in Nielsen’s capture of Mobile consumption may be driving some of the increases seen in App/Web video time spent.

Hispanic and Black A18-49 Time Spent With Smartphone Video is Increasing YoY

Black Viewers Are The Heaviest Consumers of Weekly Video Content Across All Demos

Asian A18-49 Video Time Spent is Relatively Flat YoY

While Live TV Viewing Shifts Are On Par With A18-34 and A18-49, A25-54 Are Consuming More Video Content Across Devices

Nielsen Total Audience Report, Q4 2017-Q4 2019; Internet Connected Device: Viewing on an Apple TV, Roku, Google Chromecast, etc. connected to the TV; Game Console represents 44% of gaming console time spent to reflect time spent streaming video only (added together, these represent OTT viewing)

Nielsen Total Audience Report, Q4 2017-Q4 2019; Internet Connected Device: Viewing on an Apple TV, Roku, Google Chromecast, etc. connected to the TV; Game Console represents 44% of gaming console time spent to reflect time spent streaming video only (added together, these represent OTT viewing)

Recent methodology tweaks in Nielsen’s capture of Mobile consumption may be driving some of the increases seen in App/Web video time spent.

Recent methodology tweaks in Nielsen’s capture of Mobile consumption may be driving some of the increases seen in App/Web video time spent.

Live TV Time Spent Continues to Give Way to Other Sources of Video Content

Time Spent With OTT Viewing is Increasing Across All Demos With The Fastest Growth Happening Among A65+

Fastest Growth Is Happening Across Black And A65+ Asians

Nielsen Total Audience Report Q4 2018-Q4 2019, OTT is comprised of internet connected devices (defined as Apple TV, Amazon Fire, Google Chromecast, and Roku,) +44% of gaming console time spent to reflect time spent streaming video only

Nielsen Total Audience Report Q4 2018-Q4 2019, OTT is comprised of internet connected devices (defined as Apple TV, Amazon Fire, Google Chromecast, and Roku,) +44% of gaming console time spent to reflect time spent streaming video only

Black viewers spend significantly more time with live TV than the

general market

Growth in Internet connected devices is up across all demos/

ethnicities

1 2 What is driving the growth in Internet connected devices?