2023 年游戏状况报告 State of play - Data-driven personalization - The future of streaming content discovery

Stateof

Data-drivenpersonalization:Thefutureofstreamingcontentdiscovery

Data-drivenpersonalization:Thefutureofstreamingcontentdiscovery

Injustthreeshortyears,theamountofcontentavailabletoTVviewershasgrownbymorethan1.1millionindividualprograms1.

Combinedwithanexplosionofstreamingservices,thevideo

landscapehasbecomevastinaveryshortamountoftime.

Overwhelmedbychoice:

20%saytheydon’tknowwhattowatch

beforehandandcouldn’tfindsomethingtowatch—sotheydidsomethingelseinstead

Source:NielsenStreamingContentConsumerSurvey,June2023

Theabundanceofchoicehasputtheaudienceincontrollike

neverbefore.Buttheexpandingstreaminglandscapehasbecome

overwhelmingforviewers.It’stakinglongerforviewerstofindcontent

they’reinterestedin,andaudiencesknowthatiftheydon’tsee

somethingtheylike,adifferentoptionisjustaclickaway.Thisreality

highlightstheimportanceoftheuserexperiencewithinindividual

services,especiallyamidthetrendawayfromcontentexclusivity.

1GracenoteGlobalVideoData;1.6millionuniquetitlesavailableFebruary2020;2.7millionavailableinJune2023.

2Copyright©2023TheNielsenCompany(US),LLC.

Linear

Audiencesnowhavemorethan2.7millionindividual

videotitlestochoosefrom

2021

2023

Streaming

2021

257,6

unique

65

516,841

1,682,401

2,3

46,171

1,

884,587

Forcontextaboutthebreadthofchoiceavailabletoday,

audiencesacrosstheU.S.,U.K.,Canada,Mexicoand

Germanynowhavemorethan2.7millionindividualvideo

titles2tochoosefromacrossbroadcast,cableandstreaming.

That’salmost1millionmorethantheyhadjusttwoyears

ago.Whilethenumberhasincreasedacrossbothlinear

programmingandstreamingservices,86.7%ofthetotalnow

resideonstreamingservices.

2023

2,706,322

2021

2023

0500K1M1.5M2.0M2.5M3M

U.S.CanadaU.K.GermanyMexico

Distinctvideotitlesacrosslinearandstreamingservices

Total

Note:Numbersreflectavailabilityovera14-dayperiod.

Source:GracenoteGlobalVideoData;July2021andJune2023

2GracenoteGlobalVideoData;numbersreflectavailabilityovera14-dayperiod.

。Copyright©2023TheNielsenCompany(US),LLC.

Totapintothebountyofstreamingcontent,adoptionofconnectedtelevision(CTV)3devices,includingsmartTVs4,continuestorise.

Earlierthisyear,

DigitalTVEurope

publishedapredictionthatglobalsmartTVpenetrationwillreach50%by2026.IntheU.S.,whereaudiencesstreamedmorethan

19millionyears’worth

ofcontentlastyear,85.8%5ofTVhouseholdshaveatleastoneTV-connecteddevice(smartTV,

internet-connecteddevice,gameconsole).

TraditionalbroadcastandcableprogrammingremainstheprimaryoptionforTVcontentoutsideoftheU.S.,butstreamingisgainingground.

•InAustralia,forexample,70%ofaudiences6saythey

watchstreamingvideo,withtheaverageviewerwatching

1.7hoursperday.

•InMexico,streaminghadgrowntoaccountfor21.4%of

TVusageinJune2023,upfrom15.2%inDecember2022.

•InThailand,streaminghadareachof50.7%7duringthesecondhalfof2022,andaudiencesspentjustunderanhourperdaywatchingstreamingcontent.

•IntheU.S.,streaminghasbeenthedominantTVoptionsinceNovember2022,growingtoaccountfor37.7%ofTVusage8inJuneofthisyear.

3CTVreferstoanytelevisionthatisconnectedtotheinternet.Themostcommonusecaseistostreamvideocontent.

4AsmartTVisaninternet-enabledtelevision

5NielsenNationalTVPanel,May2023

6AustraliaConsumerandMediaView,Q42022

7ThailandCrossPlatformRatings

8TheGauge,June2023

“Copyright©2023TheNielsenCompany(US),LLC.

Withouttraditionalboundaries,

Averagetimetofindsomethingtowatch

contentsourceshaveexploded

Inminutesandseconds

11:16

Comparedwithtraditionalcablepackagesandschedules,digital

10:30

7:24

mediahasfew,ifany,confines.Thereisseeminglyinfinitespacefor

newservices,channels,contentcreatorsandbusinessstrategies.

Theflipside,however,isthattheaudienceisfinite,anditfragments

acrosseverynewplatformandchannelthatdebuts.

Thisdispersalofengagementpresentsasignificantchallenge

March2019

June2023

October2022

foranindustrythathashistoricallyreliedonmonetizingcontent

byattractinglargeaudiencestoasingleplacewithaggregated,

Source:NielsenU.S.streamingcontentconsumersurveys

provider-chosenoptions.Thegrowingabundanceofcontent

andcontentsourceshasbecomeoverwhelmingforaudiences,

Audiencesnowspendanaverage

whosaytheynowspendanaverageof10-and-a-halfminutes

of10-and-a-halfminutessearching

forsomethingtowatch

searchingforsomethingtowatch,whichisupfromnearlyseven-

and-a-halfminutesbackinearly2019.Comparedwithstrategies

focusedonaddingmorecontenttoengageaudiences,focusingon

personalizationanduserexperiencecanhelpaudiencesfindwhat

they’relookingformorequickly.

。Copyright©2023TheNielsenCompany(US),LLC.

auniquesourceoflinearprogramming,suchasABCand

FlicksofFury,anoriginalchannelonPlutoTV.Separately,

therearemorethan167uniquestreamingvideosources,

witheachrepresentinganindividualprovider,suchasNetflix

36,096

2021

39,555

2023

118

167

Audienceshavenearly40,000

2021

Tocompoundthecomplexityofaudienceengagement,

GracenoteGlobalVideoDatahadarecordofmorethan

39,500distinctchannelsforaudiencesintheU.S.,U.K.,

Canada,MexicoandGermanyasofJune2023,withtheU.S.

accountingfornearly80%ofthem.Eachchannelrepresents

Distinctvideochannelsandcatalogsacrosslinear

andstreamingservices

Channels

andDisney+.Thisviewofwherevideoengagementistaking05K10K15K20K25K30K35K40K

placeismuchdifferentthanaconsolidatedlistofchannels

withinasinglecablepackage.

Catalogs

2023

050100150200

differentchannelsandstreaming

sourcestofindcontenton

U.S.CanadaU.K.GermanyMexico

Source:GracenoteGlobalVideoData;July2021andJune2023

。Copyright©2023TheNielsenCompany(US),LLC.

15%

May2023-

26%

10%

platformsandservicesareincreasinglyincludingadvertising.Inmorerecentcases,advertisinghasbecometheprimarygo-to-

marketstrategy.

Traditionalmediacompanieshavealsojoinedinbydistributingtheirlinearcontentthroughdigitalchannels(MVPD9appsandvMVPDs10).Asad-supportedoptionsbecomemoreprevalent,

audiences—manyofwhomarescalingbackontheirpaid

subscriptions—arerallying.IntheU.S.,forexample,subscription

video-on-demand(SVOD)viewinghadfallentoaccountfor49%ofallstreaming11attheendofMay2023,whilead-supported

25%

53%

2H2021

Theriseof

ad-supportedstreaming

PercentofstreamingminuteswatchedintheU.S.

Fromamonetizationstandpoint,streamingcontentdistribution

hasevolvedfromitsad-free,subscription-focusedroots.Today,

49%

TotalAVODTotalSVODTotalMVPD/vMVPD

Notes:“Other”categoriesarenotincluded

Source:NielsenStreamingPlatformRatings

VOD(AVOD)hadgrowntoaccountfor26%,andMVPD/vMVPD

streaminghadgrowntoaccountfor15%.

9Multichannelvideoprogrammingdistributor(e.g.,Xfinity,DISHNetwork,DirecTV,Spectrum,andTimeWarnerCable).

10VirtualMVPDsdelivervideocontentthroughaninternetconnection(e.g.,DirecTVStream,FuboTV,YouTubeTV).11StreamingPlatformRatings

7Copyright©2023TheNielsenCompany(US),LLC.

Now,theplayingfieldisshiftingagain,especiallyintheU.S.,as

audiencesaregravitatingtothelatestiterationinthestreaming

space:freead-supportedtelevision(FAST)channels.UnlikeVODserviceslikeNetflixandHulu,FASTservices,likePlutoTV,TubiTVandXUMO,offerprogrammingthatispresentedverymuchlike

traditionalcableorsatelliteservicesdo—liveandonaschedule.

Manycomplementtheirscheduledprogrammingwithon-demandcontent,providingthebestofbothworlds.

Inadditiontopresentingaudienceswithafamiliar,cable-like

experience,FASTchannelsarebuilttobeadjustedveryquickly—

basedonshiftingdemand.Saiddifferently,newchannelscan

bedevelopedandaddedveryrapidly,especiallywhenmedia

companiesandothercreatorsseektoaddnewchannelsto

existingservices.InlateJune,forexample,

NBCUniversalannounced

planstolaunch48FASTchannelstoAmazonFreeveeandXumo

Play.Inadditiontogenre-specificprogramming,thelineupwill

includededicatedchannelsforSaturdayNightLive,TopChefand

TheRealHousewivesfranchises.

UniqueFASTchanneldistributionbycountry

U.S.

1,073

U.K.

GiventhespeedinwhichFASTchannelscanbedevelopedandlaunched,industrystatsabouthowmanyactualFASTchannelsexistarevaried.AsofJune2023,GracenoteVideoDatahadarecordof1,400+individualFASTchannelsinitsdatabase,with1,050+ofthemavailableintheU.S.

206

Germany

108

Availabletoaudiencesviainternetconnectionwithoutapaid

subscription,FASTchannelsaread-supported,andtheyleaninto

Other

37

atrendthatisn’tdiscussedmuchintheindustrypress:theappealofclassicTV.ComparedwithtraditionalSVODservices,which

typicallyofferamixofhigh-profileoriginalsandtitlesacquired

Source:GracenoteVideoData,June2023

1,434

fromothersources,FASTchannelsarepredominantlysetup

toshowcaselibrarycontent—programmingthatoriginallyairedsomewhereelse(usuallyontraditionalTV).

。Copyright©2023TheNielsenCompany(US),LLC.

Streamingaudiencesspendmoretime

tihclassicTVthanoriginalprograms

TheappealoflibrarycontentbodeswellforFASTservices,

andthethreeFASTservicesthatareindependentlyreportedin

TheGauge

(RokuChannel,PlutoTV,Tubi)alreadyaccountfor

moreviewingpermonththanallbutthetwotopcablenetworks.InJuneofthisyear,thesethreeservicesaccountedfor

3.3%of

totalTV

useintheU.S.

73%ofthetimeU.S.women18-34spentwatchingthe

top25streamingprograms

in2022wasdedicatedtoclassicTV

Importantly,theriseofFASTchannelsisn’tanexperimentin

streamingaudienceengagement.WhileNetflix’sHouseofCards

wasgroundbreakinginbringingoriginalcontenttoSVODin

early2013,timespentwithacquiredcontentissteadilyrising.

IntheU.S.,forexample,60%oftimespentstreaminginMay

202312wasdedicatedtoprogrammingthatfirstairedonlinear

channels.That’sup5.2%fromOctober2022.

Foradditionalcontext,18ofthe25most-watchedstreaming

programsbyU.S.women18-34in2022wereclassicTVtitles13,

withGrey’sAnatomyandGilmoreGirlsbeatingoutStranger

Thingsforthetopspots.Intotal,thisaudiencewatchedjust

under77billionminutesoftheseshows,whichis73%ofthe

totalforall25titles.Comparatively,17ofthe25most-watched

streamingtitlesbyU.S.men18-34in2022wereacquiredtitles,

andthisaudiencewatchednearly43billionminutesofthese

titles—64%ofthetotaltimespentwithall25titles.

12,13StreamingContentRatings

9Copyright©2023TheNielsenCompany(US),LLC.

“

AsindividualFASTservicesincreasetheirchannels—manyof

whichincludeseveralhundred—successwillhingeontheirabilitytoquicklyconnectviewerswithcontentthey’relookingfor.That

point,whichiscriticalacrossallstreamingservices,becomes

evenmorecriticalwhenyouconsiderthatmanychannelsand

programsarenotexclusivetoindividualservices.

“

Personalizationwillattract

audiencesatthechannellevel

Thestreamingindustry’swealthofchoicenowputsthefateof

anyplatform,serviceorprograminthehandsoftheaudience.

AndwiththeriseofFASTservices,creators,distributorsand

advertisershaveanewconsiderationwithrespecttoaudience

engagement:channels.

Justafewyearsago,Netflixpaidtobetheexclusivestreaming

homeofSeinfeldforaperiodoffiveyearsthatstartedin2021.

FastforwardtothisyearandweseeWarnerBros.Discovery

FASTservicesofferanarray

ofexperiences,butvery

(WBD)andMGMcementadealtobring23FASTchannelsto

littlepersonalization.

FilizBahmanpour,VPofProduct,Gracenote

AmazonFreevee,includingCakeBossandSayYestotheDress,

whicharealsoavailableontheRokuChannelandTubi.

10Copyright©2023TheNielsenCompany(US),LLC.

HBO(viaWBD)recentlybrokecharacterbylicensingthedistributionrightsto

severalofitshigh-profileoriginaltitles

toNetflix—amovethatfollowedWBD’s

announcedFAST

partnership

withRokuandTubiinvolvingahandfuloftitlesthatwerepreviouslyexclusivetoHBO.

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Thistrendawayfromexclusivityhighlightstheimmenseimportanceofaplatform’suserexperience.

“Rightnow,therearetonsofexperiences,butverylittle

personalization,”saysFilizBahmanpour,VPofproduct

atGracenote,aNielsencompany.“ManysaythatFAST

serviceswillneedexclusivecontent,originalprogramming

andmarketingtosucceed,butIthinkuserexperienceand

personalizationwillbetherealdifferentiators.FASTservices

needtogettherightpieceofcontentandadstotheright

userthroughmerchandising,curationandalgorithms.”

TheproliferationofFASTservicesthatoffernon-exclusive

contentputstheonusofaudienceengagementinthehands

ofindividualservices.Saiddifferently,anyservicethatoffers

thesamecontentasacompetingservicewillneedtoleanon

somethingotherthancontenttoattractandkeepaudiences

engaged.WhilethisislargelyuniquetoFASTservices,

PersonalizingtheFASTexperience

Whichexperiencewoulddrivethemostengagementwiththesameprogram?

11Copyright©2023TheNielsenCompany(US),LLC.

Thereasonit’stakingaudiences

longertofindsomethingtowatch

Thegrowingrangeofcontentthataudienceshaveaccess

topresentsachallengeyesterday’sTVandfilmproduction

wasn’tbuilttoaddress:personalizedcontentdiscovery.That’s

Traditionalprograminformationisn’tcapableofhelping

audienceszeroinontheprogramsthatinterestthemata

personallevel—andthechallengewillonlygrowastheoptions

multiply.Toputtheconceptintoperspective,considerthe

whyit’stakingaudienceslongertofindsomethingtowatch.

TocatalogaTVshowormovie,individualtitlesareencodedwithinformationthatprovidestheessentialdetailsofthe

content.Basicinformationincludesprogramtitle,program

summary,genre,productiondate,countryoforigin,runtime,

primaryactors,etc.

NowthinkaboutwhetherthatinformationwillhelpaudiencesdetermineifaprogramissomethingtheywanttowatchwhentheylogintoGoogleTV’sliveTVservice,whichhasmorethan800freechannelstochoosefrom(followingtheadditionof

Plex,TubiandHaystackinApril).

ShowtimedramaseriesTheLWord,whichairedontraditionalTVfrom2004-2009.

AsofApril,GoogleTV’sliveTVservicetoutedmorethan

800freechannels

12Copyright©2023TheNielsenCompany(US),LLC.

therightnetwork.Today,however,the73programsintheseriesareavailableacrossanarrayofstreamingcatalogsglobally,andviewershiphasexperiencedasecondwindinrecentyearsduetoasequelthatjustcompleteditsthree-

seasonruninJanuaryofthisyear.

Viewedasgroundbreakingatthetimeforfeaturing

television’sfirstensemblecastoflesbianandbisexualfemale

characters,theshowisnowamongthemorethan3,190videotitles14thatincludesomedimensionofLGBTQ+inclusivity.Sohowcandistributorsandplatformshelpaudienceswhomightbeinterestedinthisprogramfindit?Weknowtheycan’trely

ontheshow’soriginalprograminformation.

Thisiswherecontentmetadataenrichmentiscritical.

Thereare31individualGracenoteVideoDescriptorsfor

TheLWordthatplatformsandservicescanusetodeliver

desiredaudienceexperiences.Intotal,Gracenotehasapproximately15,000GracenoteVideoDescriptorsthat

canhelpfacilitatecontentdiscovery.

Friendship

ComingOut

LGBTQIssues

Betrayal

Stylish

Passionate

PersonalityClash

Self-Discovery

Love

Friends

Lovers

RomanticRelationships

OriginalConcept

Cafés

Sensual

FamilyMembers

LesbianBars

Writers

PersonalRelationships

LoveStory

Homophobia

2000sDecade

BigCities

Lesbians

Bisexuals

Heartbreak

Homes

WestHollywood

FallingInLove

FeelingsOfLove

WhenTheLWorddebuted,contentdistributionwasdifferent,

andlearningabouttheprogramorwheretowatchitwasn’t

contingentontraditionalprogrammetadata.Towatchthe

show,audiencessimplycheckedascheduleandturnedto

Videodescriptormetadataiscriticalindelivering

personalizedcontentexperiences

Originalmetadata

Description:AgroupoffriendslivesinLosAngeles.

Genres:LGBTQ,Drama

Country:U.S.

Language:English

OriginalNetwork:Showtime

Originalseriesairing:2004-2009

Gracenotehasapproximately15,000video

descriptorsthatcanimprovecontentdiscovery

14GracenoteGlobalVideoData,April2023

13Copyright©2023TheNielsenCompany(US),LLC.

Contentdiscoveryhappenseverywhere

Butmediaisnolongerdefinedbyspecificchannels.Audiencesnolongerneedtoleavetheirhomestoseeamovie,forexample,andpodcastsarenolongerjustaudioexperiences.Theproliferation

oftechnologyanddevicecapabilityhasbrokendownthewallsbetweenonce-uniquemediatypes.Thesameneedstohappen

withcontentdiscovery,andtoolslikeGracenoteIDs(unique

contentIDs),whenpairedwithgranularmetadata,willbecritical

inaidingcontentdiscoveryacrosstheentiremedialandscape.

Theothershortcomingofbasicmetadataisthatitlacksthe

depthtofacilitatemoderncontentdiscoveryacrosstheentire

medialandscape.Inessence,traditionalmetadatawasone-

dimensional—meantforaspecificmediatype,liketelevision.

Basicmetadatacan’taidcontent

discoveryacrossmediatypes

“Thepowerofmetadataisn’tlimitedtothecontentorthe

platform,”saysNielsenGracenote’sBahmanpour.“Whenyou

doaninternetsearch,itbecomesatoolthatlooksatdeeper

metadatathathelpsidentifywhyanaudiencemembermight

wanttowatchsomething.Andwithmetadatatoday,descriptors

eveninvolvethingslikemood,themeandscenario.”

14Copyright©2023TheNielsenCompany(US),LLC.

TheGrahamNortonShow

Series(TMS)ID:SH012609270000Series(Studio)ID:4780271

ChanningTatum

Celebrity(TMS)ID:321547

Celebrity(Studio)ID:4290864

JenniferSaunders

Celebrity(TMS)ID:71045

Celebrity(Studio)ID:4013415

UsainBolt

AthleteID:485385

Celebrity(TMS)ID:609024

Celebrity(Studio)ID:3626198

Florence+theMachine

MusicArtistID:GN87RPCB4ZR2YJ9

Celebrity(TMS)ID:556923

Celebrity(Studio)ID:5234642

forexample,mightbeawareofthegroup’smusiccatalog,touringscheduleandsocialmediaactivity,butaviewintothosespecificchannelsdoesn’talwaysprovideeverything

afanmightwanttoknow—especiallythingsthathave

alreadyhappened.ButwhenboththebandandtheBBC’s

GrahamNortonShowhaveaGracenoteID,afancandoa

quicksearchontheinternet(welloutsideofasearchwithinaspecificplatformorservice)andfindoutthattheirfavoriteactappearedonthepopularBritishtalkshowbackinJune

of2018justbeforereleasingtheirfourthstudioalbum.

TheseIDscanalsotellaudienceswhoelsewasontheshow

Contentdiscoverynowspanstheentiremedialandscape

Season23Episode10June8,2018

JenniferSaunders,ChanningTatum,

UsainBolt,Florence+theMachineEpisode(TMS)ID:EP012609270440

Episode(Studio)ID:8079320

FansoftheEnglishindiebandFlorence+TheMachine,

atthesametime,andwhateachguestisfamousfor.

AbsolutelyFabulous

Program(Studio)ID:4754704

Program(TMS)ID:SH012694310000

Kingsman:The

GoldenCircle

Movie(TMS)ID:MV010594360000

Movie(Studio)ID:5496674

HowBig,HowBlue,HowBeautiful

AlbumID:GND1M09XGCGPCEX

RioSummerOlympic

Games-Men’s100M

OlympicEventID:898618

Program(TMS)ID:EP024344400503

Whatkindofman

RecordingID:GNCAFJVRRXGMVEP

15Copyright©2023TheNielsenCompany(US),LLC.

Whencombinedwithviewershipdata,the“scenario”videodescriptors

withinNielsenGracenote’sAdvancedDiscoverysuitecanalsohelp

informcreatorsanddistributorsaboutwhichscenariosaretrending

fromaviewerengagementperspective—andwhichonesaren’t—

whichcanhelpidentifywhitespacedevelopmentopportunities.

Audiencestodayexpectseamlessdiscoveryandsearchacrossmedia

types.Platformsandcontentownerscandeliveronthisexpectation

acrossdigitalchannelsbyleveraginglinkedcontentIDs.Forexample,

ifsomeonewatchesAStarisBornstarringLadyGagaandBradley

Cooper,theycaneasilynavigatetothemusicfeaturedinthefilm,jumptothevideofor“Shallow,”watchclipsofLadyGaga’sappearanceson

latenightTV,orsearchforwhichpodcastsshehasappearedon.

Videodescriptorclassifications

VideoMood

Theme

Toneofthework,asexpressedthroughthecombinationofstory,characters,setting,dialog,artdirection,cinematography,music,effects,etc.

Anabstractconceptofhumanexperiencethattheworkaddresses

Scenario

Aspecificsituation,oftenpersonalorinterpersonal,thatsetstheplotintomovement,ormovesitforward

ConceptSource

Character

Setting

Thetypeoforiginalsourcematerialthatprovidedtheinspirationorstoryforthework

Actualorfictionalperson/being/grouprelevanttothework

Whenandwhereall,oraportion,oftheplotisset:

-Time

-Place

-Occasion

Subject

Aspecifictopicthattheworkaddresses:

-Issue

-PersonalIssue

-Activity

-Practice

-Event

-Location

-Milieu

-Being/Group

16Copyright©2023TheNielsenCompany(US),LLC.

Advertisersareseekingtheiraudiences:metadatacanhelp

Whileengagingaudiencesisparamount,thelatestevolutioninthe

streamingindustrybringsusbacktoveryfamiliargo-to-market

territory:ad-supportedprogramming.Andknowingthataudiencescontinuetomigratetostreamingservices,brandsandagenciesare

followingsuitwithsignificantadspend.

Muchlikeintraditionalmedia,audiencemeasurementwillbe

criticalforadvertisersandagenciesasstreamingcontinues

expanding.Butasvideocontentbecomesincreasinglydigitaland

unifiedthroughstandardizedIDs,metadatacanhelpadvertisers

aswell.

1.Improvetransparency.

Propermetadatatodescribecontenthelpsensurebuyandsell

sidepartiesspeakthesamelanguage.Asbuysareefficientlyandtransparentlyservedagainstthecontentandservicesexpected,

increasedadvertisertrustcantranslatetohigherspend.

AdrevenuefromAVODandFASTis

expectedtohit$109billionby2028

MediaresearchhouseDigitalTVResearchrecentlyforecasted

2.Getcontextual.

Accesstoanddistributionofcontent-levelmetadata,suchas

network,genreandparentalrating,canaddcontexttodecision

globalAVODrevenueto

hit$91billion

by2028,upfrom$41billion

l