In a virtual presentation today during the Cannes Lions brand confab, Nielsen shed a bit more light on streaming from its growing body of research on the U.S.
market.Following up on its announcement last week of a new measurement tool called The Gauge, SVP of product strategy Brian Fuhrer explored the May viewing numbers during a 20-minute talk.
Subscription video on demand services remain the dominant form of streaming, he said, with 52% of total streams. Ad-supported video on demand followed with 27% and MVPDs and virtual MVPDs (e.g., YouTube TV) account for 10% of all streaming.Linear streaming, Fuhrer noted, remains a single-digit percentage of overall streaming, but it is growing steadily as viewers are “trained” to access it.A
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