Hulu Draws Most Daily Minutes of Tune-In Among Top Streamers, Says Nielsen

Labor News, Industry News

Reprinted from Deadline Hollywood by Dade Hayes on June 22, 2021.

In a virtual presentation Monday during the Cannes Lions brand confab, Nielsen shed a bit more light on streaming from its growing body of research on the US 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 snapshot of the new competitive landscape yielded some striking results in the month of May. Hulu had the most average viewing minutes per day of any major service, with 130. YouTube was next at 128 minutes, followed by Netflix at 110, Amazon Prime Video at 97 and Disney+ at 89. The high tally for Hulu is likely tied to its longtime position as a place for catch-up viewing. Many series stream on Hulu after their linear airings, making it a fixture among viewers who have come to rely on it more than a DVR.

In terms of the total number of viewers, Netflix retains a commanding lead, with more than double the number on average than Hulu. …

Deadline Hollywood 6/22

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About Jeffrey Burman 857 Articles
Jeff Burman served on the Guild’s Board of Directors from 1992 to 2019. He is now retired. He can be reached at jeffrey.s.burman.57@gmail.com.

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