New data from Nielsen, Parks Associates, and Roku show how connected TV viewing has crossed the divide between unusual behavior to mainstream habit. We discuss the data and what it means to the market.
Chapter 1: Nielsen streaming media player usage data (1:45)
According to the latest Q1 2017 Total Audience Report from Nielsen, streaming media player* usage continues to surge in usage. The average persons used a streaming media player for 2 hours and 18 minutes a week. That’s a year-on-year increase of 47%.
The age group using streaming media players the most is the 25-34-year-olds. This group watches 3 hours and 35 minutes per week, with children between 2-11-years-old next most prolific users with 2 hours and 55 minutes per week.
However, that is usage averaged over all households. Looking just at the homes with a connected TV installed, usage is much higher.
Nielsen’s Comparable Metrix report for Q4 2016 says that penetration of connected televisions was 44.3% in that quarter. The average adult connected TV user watched 8 hours and 45 minutes per week, or 1 hour and 15 minutes per day. New data from Roku shows usage is even higher than that in some homes.
Chapter 2: Parks Associates connected TV viewing data (8:20)
Parks Associates says that over half of the almost 100M US broadband homes watch Internet video on a television.
The company also found that 49% of those broadband homes subscribe to Netflix. (Netflix says it has 51 million US subscribers.) Parks also says 72% of cord-cutters and cord-nevers have subscribed to an online video service and view it as their primary video source.
Chapter 3: Roku penetration and usage data (14:10)
Roku has been on a bit of roll lately. comScore reported last month that Roku was the leading streaming media player used in Wi-Fi households. The company’s devices are used in 16% of homes, versus 14% for Amazon Fire TV, 8% for Chromecast, and 6% for Apple TV.
Roku just announced a big increase in the number of monthly active users. The company says, as of June 30th, 2017, it has 15M (Million) monthly active users. That’s up from 13M in January and just over 10M in June 2016.
Those users are watching a lot more through their Roku devices. The company streamed 7B (Billion) hours of content in the first half of 2017. That’s a 75% increase over the same quarter in 2016 when the company delivered 4B hours. However, that translates into a more modest 13% increase per active user. In the first half of 2016, the average use streamed 2 hours and 26 minutes per day. That has grown to 2 hours and 44 minutes in the first half of 2017.