Nielsen has launched a measurement service called Theatrical Video On-Demand (TVOD), to capture viewing of movie releases that are directly available to consumers to rent or buy on demand through streaming/MVPD (multichannel video programming distributor) platforms.
Nielsen says that as a result of the pandemic, streaming now accounts for nearly a quarter (23%) of total usage among OTT capable homes, up from 21% year prior. As a result, the firm says that the entire media chain - from studios to talent - need to analyze the volume and reach of their audiences by detailed household and individual characteristics.
TVOD has been developed to help clients uncover how many people are streaming this type of content in relation to other content options. In addition, Nielsen claims it will deliver detailed demographic and behavioral information beyond what the standard box office metrics, transactional rental or purchase information often provides.
Scott Brown (pictured), GM Audience Measurement, comments: 'As this pandemic continues to influence consumer behavior, being able to measure and help clients appropriately monetize new revenue streams has never been more crucial. A bigger question might be what will audiences do following any recovery, how the behavior adopted during stay-at-home orders might influence habits when consumers have the ability to go back to theaters, and how content creators will leverage data to make the best decisions regarding distribution platforms in the future.'
Web site: www.nielsen.com .