19% of Internet video viewers watch on TV, YouTube usage increases significantly … Nielsen’s CTV analysis | Media Innovation

Providing viewing behavior analysis servicesNielsen Digital Co., Ltd.Announced the results of an analysis of Internet-delivered video viewing trends on TV screens.

This analysis is based on the Nielsen Video Content and Ad Report 2021 and Nielsen Streaming Meter Data in the United States. The Nielsen Video Content and Ad Report 2021 surveys approximately 3,000 men and women over the age of 15 (high school students) nationwide who use the Internet at least once a month through various devices.

19% of Internet Video Viewers Use CTV to Watch Internet Video Content

The Nielsen Video Content and Ad Report 2021 found that 19% of Internet video viewers watch Internet video content on Internet-connected TVs, the so-called Connected TVs (CTVs). .. The ratio is said to have increased by 5 points compared to 2020.

One of the reasons for the increased viewing time of video content is that the time spent at home has increased due to the influence of Corona. It is believed that the way of enjoying entertainment has shifted from TV to watching Internet video content, and it is believed that it has become established. Therefore, as vaccination progresses, even if social activities are gradually resumed, Internet video content will be displayed on the TV screen. It is expected that the viewing rate will continue to increase.

The usage time of the advertising-type video distribution service on the US TV screen has increased by about 3.4 times.

According to Nielsen Streaming Meter Data of Nielsen, the usage time of advertising-type video distribution services on TV screens has increased in the United States since 2018. In the first quarter of 2021, YouTube viewing time on TV screens increased by about 3.4 times compared to the same period of 2018, reaching 1.4 billion to 6.2 billion hours.

In Japan as well, the use of advertising-type video distribution services on TV screens as in the United States will become more convenient as the use of CTV becomes more established and access to advertising-type video distribution services including overlooked distribution services from TVs becomes more convenient. Is expected to increase.

In addition, CTV ads can reach consumers who cannot be reached by terrestrial TV, and can also deliver targeted ads on TV screens, providing advertisers with a new point of contact for communicating with consumers. You can expect to be able to utilize.


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