NEWS13 January 2021

Nielsen to measure film streaming audiences

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US – Global measurement and data analytics company Nielsen has launched a theatrical video on-demand (TVOD) measurement service to track film releases on streaming platforms.

The service has been produced following the spate of films released solely on streaming platforms such as Netflix or Disney+ in 2020 due to the closure of cinemas during the pandemic.

Nielsen’s TVOD service will help determine how many people are viewing film releases on these platforms compared with other content options.

The service will also produce demographic and behavioural information beyond standard box office metrics or transactional rental or purchase information, according to Nielsen.

Scott Brown, general manager audience measurement at Nielsen, said: “As this unprecedented pandemic continues to influence consumer behaviour, perhaps even through a prolonged state of recovery waves, being able to measure and help clients appropriately monetise new revenue streams has never been more crucial.

“A bigger question might be what will audiences do following any recovery, how the behaviour adopted during stay-at-home orders might influence habits when consumers have the ability to go back to cinemas to enjoy that experience and how content creators will leverage data to make the best decisions regarding distribution platforms in the future.”

@RESEARCH LIVE

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