TV Programming

Users are Watching 8 Billion Hours of Content on Streaming Devices a Month

Shutterstock

Shutterstock

As consumers switch from traditional TV services like Satelite Dish and cable, Roku, Google Chromecast, Apple TV, and Amazon Fire TV have quickly emerged as the most popular devices to stream video.

According to data from Nielsen, Americans are watching about 8 billion hours of content on these devices. The majority of the streaming is happening in the living room and users 13 and older using these platforms to stream to their TVs for an average of at least an hour a day.

Bigger screens are still the most popular when it comes to watching content. According to Nielsen's findings, consumers only stream for 36 minutes a day on average on computers and 24 minutes on mobile devices.

Younger audiences aren't watching live TV as much, with only 3 percent of live TV viewers being between the ages of 18 and 24.

"For example, out of total day viewers watching content aired across five networks on live TV, 7% are between the ages of 25 and 34, while 19% of connected device viewers are in the same age bracket," writes Nielsen.

Not to mention, there are multiple programs out their now streaming live TV channels. So how can advertisers reach all viewers watching live TV on multiple platforms?

Nielsen has launched the dynamic ad insertion (DAI) pilot that uses Gracenote Video Automatic Content Recognition technology.

"The tech is used to allow MediaTek-based smart TV platforms to deliver addressable advertising capabilities in live trials across five U.S. markets," writes "Fierce Video."

“Nielsen recognizes the huge opportunity addressable TV presents for our clients,” said Kelly Abcarian, senior vice president of product leadership for Nielsen. “So, we’ve worked hard to create an advanced DAI solution that covers everything from ad targeting to delivery. As the result of our expanded DAI pilot with leading smart TV platforms and manufacturers and some of the largest broadcast and cable networks, marketers will be able to better realize the value of their advertising inventory, achieve maximum return on their ad spend and viewers will see messages that are most relevant to them.”

But will this only push viewers to watch more content on commercial-free streaming apps like Hulu and Netflix?

Read more about Nielsen's Digital Content Ratings now at "Fierce Video."

Cable Cord Cutting is at an All-Time High

Shutterstock

Shutterstock

Cable companies are continuing to lose more customers.

In July, August, and September, these companies lost 1.1 million subscribers, according to the research firm MoffettNathanson.

This is the biggest lost for these companies ever.

But S&P Global Market Intelligence is saying the number of subscriptions lost is actually closer to 1.2 million.

There are still 91 million customers with cable, Telco TV, or Satelite dish.

"Satellite TV providers had their worst quarter on record with a loss of 726,000 subscribers, the firm says. Cable operators have been hit with a tough trend, too. So far this year, they have lost nearly 1.1 million subscribers, their worst losses at the three-quarter mark since 2014. So far this year, traditional pay-TV providers have lost 2.8 million subscribers," writes "USA Today."

The average cost for cable subscribers is between $85 to $100 a month. Now that content is available on so many platforms for instant streaming, consumers are no longer willing to pay these premiums.

Netflix and Hulu, on the other hand, are under $12 a month. So a household can get multiple streaming platforms for less than a traditional TV provider and have access to more on-demand content.

"People have embraced them," said Tony Lenoir, S&P senior research analyst. "There's a lot of competition from streaming services out there. People are just cutting the cord. I don't think we've seen the end of it."

So is this the beginning of the end for cable companies? Or will these companies turn into strictly internet providers?

Read more about how consumers are cutting the cord at a rapid rate at "USA Today."

Why Consumers are Investing in Streaming Services Over Cable

Why Consumers are Investing in Streaming Services Over Cable

It's no secret that cable companies are struggling to keep consumers from cutting the chord.

According to a recent report by the Parks Associates, consumers think that cable services are a poor value in today's market.

"The primary driver for pay TV cancellation and downgrades continues to revolve around pricing and perceived value. While some consumers consciously plan to use OTT video services to address the absence of pay TV content, most consider each offering on its own merits," said Brett Sappington, senior director of research at Parks Associates in a press release.

Not to mention, there are so many streaming services under $15 a month with OTT content ready for binge-watching. There's Hulu, Netflix, and Amazon Prime, all of which have become wildly popular.

Roku also recently launched its own free streaming service. Disney is launching a streaming service too. Fox News is launching a new on-demand service at the end of this month. The company is shooting to release its content platform by the end of 2019, according to the Disney CEO Bob Iger.

Pluto TV Now has a Channel Playing Celebrity Chef Gordon Ramsey Shows 24/7

The internet-based TV platform and app Pluto TV has a channel solely dedicated to playing Chef Gordan Ramsey's TV shows including Kitchen Nightmares and Hell's Kitchen.

Pluto TV is a free, ad-supported app available for streaming via Apple TV, Android TV, Amazon Fire Stick, Roku, Chromecast, and more. The platform launched in 2014, but now there are over 100 channels available for viewers.

Pluto TV has been investing in a massive amount of content. Programmers like The Onion, Newsey, and Cheddar have publisher-branded channels on the app.

“We love it. Millions of views a month [and] growing revenue,” said Jon Steinberg, CEO of Cheddar. “They are a much better partner for news video in terms of discovery, revenue and a high-quality environment than Facebook.”

At the beginning of September, the Canadian food network Gusto Worldwide Media announced it would be producing eight original series, along with four TV specials for Pluto TV, which will be 75 hours worth of culinary-focused content.

"Much of this content has never been seen in the United States," said Chris Knight, president, and CEO at Gusto. "We're very excited to bring even more of our programming to Americans and look forward to a lasting relationship with Pluto TV."

Besides adding more food-focused shows, Pluto TV also added a 24/7 unsolved mysteries channel earlier this month.

According to Cord Cutters News, the streaming app has an average of 6 million users.

Pluto TV isn't the only service offering free TV streaming. Last year, Roku launched a free streaming service supported strictly from ads. Amazon is also planning to offer a free, ad-supported network called "Free Dive" on its Fire TV platform, as recently reported by "The Information."

Read more about Pluto TV's new channel at "Digiday."

Will Apple Roll out a TV Service by 2019?

Apple Tv Remote

Similar to Roku, which is launching its own streaming service this year, Apple is looking into developing their own TV programming.

The tech giant already has the Apple TV, a platform where users can stream programs onto their televisions. But it appears as though Apple has plans to create their own content.

The technology company has signed deals with big players in the industry including Steven Spielberg and M. Night Shyamalan, along with two renowned TV executives. Apple reportedly already has a $1 billion budget set aside to create original content like TV series and movies.

But the content has to be released somewhere to be seen. Previously, Apple released video series on its music subscription service but they did not perform well.

Will Apple give the content away for "free" or charge like Netflix or Hulu?

"Rich Greenfield, an analyst for BTIG, believes Apple will give its $1 billion in programming away for free," writes "CNET.""If you own an Apple device, Greenfield anticipates Apple will provide free access to all these productions in the TV app on iOS or Apple TV. "Think of Apple's strategy along the lines of [Amazon's] Prime Video," he said in a September note."

Greenfield thinks that Apple will get viewers hooked with its original programming and then collect a cut from other paid services like Starz or HBO.

Apple's CEO Tim Cook has alluded to launching the service and has ramped up his talk about TV lately, causing Greenfield to believe that Apple will launch it in mid-2019.

Read more about Apple potentially launching a TV service at "CNET."