FAST and Targeted Programming Consumption
Accelerates, According to Comscore's 2023 State of Streaming
Report
RESTON,
Va., Aug. 29, 2023 /PRNewswire/ -- Comscore,
Inc. (Nasdaq: SCOR), a global, trusted partner for planning,
transacting and evaluating media, today released its 7th annual
State of Streaming report, which shows a 21% increase in the number
of CTV hours per household watched, rising almost 2B year-over-year in 2023, up from 9.6B to 11.5B (May
'22-May '23) with ad supported services capturing the bulk of new
viewing.
The 2023 State of Streaming report examines the current state of
streaming adoption, growth trends and services, to help brands and
advertisers improve their reach and targeting.
While there is growth across the board, what is significant is
that 75% of new hours were captured by providers beyond the top six
apps - Netflix, YouTube, Prime Video, Hulu, HBO Max/MAX and Disney+
- as FAST and Targeted Programming consumption accelerates.
"While the top US streaming services are keeping up with the
demand for subscriptions, new growth can be observed in FAST
streaming platforms like Roku, Pluto and Tubi which are
increasingly consolidating their position in the household mix,"
said James Muldrow, Vice
President, Product Management, Comscore. "At the same time,
cable/satellite subscribers remain some of the most engaged users
in the streaming landscape. With three cable/satellite providers in
the Top 10 ranking of video services based on hours watched per
household, these findings highlight the success of these providers
in offering advertisers consistently engaged streaming
audiences."
According to the analysis, the streaming audience size also
continues to grow, up to 73% (YoY) from 69% in 2022.
Additional findings include:
- Digital video is accelerating its growth: Hours watched
on connected devices have risen 20% year-over-year with 81% of WiFi
households now streaming on CTV.
- US households are adopting ad-supported streaming services
at a faster rate: CTV households streaming ad-supported
streaming services reached 83.7M, a
17% increase (from 2021-2023), while households streaming
non-ad-supported services reached 81.1M, a 9% increase.
- Consumption of Targeted programming on
FAST/Advertising-based Video on Demand services is
accelerating: Hispanic households consume nearly twice as many
hours of FAST content, increasing 81% year-on-year.
- Linear programming is evolving within the digital
landscape: On the measure of content performance, 3 linear
streaming providers are included in the Top 10 video services (MVPD
streaming) on hours viewed per HH.
- Cord Cutters have eclipsed traditional TV subscribers:
As of May 2023, 60% of CTV households
are now cordless, compared to just 37% in May 2019.
- Smart TVs are the dominant force for CTV streaming:
Total households that stream content via Smart TVs increased 23%
from May 2021, followed by gaming
consoles at 18%.
Comscore's State of Streaming includes trends from 2019 to 2023
across its Comscore CTV Intelligence™, Comscore Connected Home™,
Comscore Video Metrix Multi-Platform, Shareablee US PowerRankings,
Shareablee Social Dynamics and Shareablee Metrics & Trends
solutions.
The 2023 State of Streaming findings will be presented during a
live webinar at 2pm ET on
August 29, 2023. To register, visit:
https://www.comscore.com/Insights/Events-and-Webinars/Webinar/2023/2023-State-of-Streaming
About Comscore
Comscore (NASDAQ: SCOR) is a global,
trusted partner for planning, transacting, and evaluating media
across platforms. With a data footprint that combines digital,
linear TV, over-the-top and theatrical viewership intelligence with
advanced audience insights, Comscore empowers media buyers and
sellers to quantify their multi screen behavior and make meaningful
business decisions with confidence. A proven leader in measuring
digital and TV audiences and advertising at scale, Comscore is the
industry's emerging, third-party source for reliable and
comprehensive cross-platform measurement.
Media Contact
Erica
Conover
KCSA Strategic Communications for Comscore, Inc.
comscore@kcsa.com
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SOURCE Comscore, Inc.