The Rise of Streaming Services
To state the obvious, 2020 has been like no other year. With most Americans confined to their homes because of the coronavirus pandemic creating a “captive” audience, the demand for streaming content from home skyrocketed, leading to abrupt changes in viewership trends and audience profile, not to mention wider industry implications. In the worst of times, it was the best of times—for streaming.
To capitalize on this abundance of at-home audiences, many streaming services have made strong pushes to acquire subscribers in the last year – from Disney’s Disney+, AT&T’s HBO Max, Comcast NBC Universal’s Peacock and more in-the-works. From major advertising spending for building awareness to creative pricing bundles, these services are attempting to differentiate themselves in their content and value to consumers. Comscore Ad Metrix Media Spend reporting indicates that Netflix, Disney+, Hulu, YouTube, and Amazon, accounted for $500MM in advertising spend in 2020 to promote their streaming platforms.
In this article, we present a few interesting streaming services viewership insights from Comscore’s Total Home Panel, our flagship single-source measurement solution for providing granular insights into Over-the-Top (OTT), connected TV (CTV) and Internet of Things (IoT) device usage and content consumption.
Source: Comscore blog