Tracking Video & Podcast Services Revealed

A series of tracking studies measuring American use of video services reveal podcasts and AM/FM radio are ideal marketing platforms for video streamers like Amazon Prime Video, Netflix, Paramount+, Hulu, and Disney+. Each quarter, Screen Engine/ASI, a leading market researcher for movie studios, video streamers, and TV networks, conducts a study of 2,000 Americans to understand their awareness and usage of video services. The Cumulus Media | Westwood One Audio Active Group® conducted an analysis of six recent quarterly studies spanning Spring 2023 to Fall 2024. Check out the findings that are highlighted on this week’s blog at: https://www.westwoodone.com/blog/2024/12/09/screen-engine-asi-audio-is-the-ideal-media-platform-to-market-video-streaming-services/.

Key findings reveal:

Nielsen: Since 2021, video streaming’s share of TV time spent has soared from 26% to 40%
Americans are cutting back on the number of ad-free video subscriptions while increasing the number of video services with ads
Screen Engine/ASI: The audience profile of video streamers closely aligns with podcast and AM/FM radio listeners, not linear TV viewers
While the profile of heavy audio consumers is a perfect match for the video streaming audience, most of the media budgets go to linear TV
Despite massive spending on linear TV, ad recall levels for video services among heavy TV viewers are identical to those among heavy audio listeners
A wide variety of AM/FM radio programming formats provide reach for the video streaming target audience
Nielsen: At any spend level, AM/FM radio dramatically outreaches linear TV
Nielsen Media Impact: AM/FM radio makes your TV better: Hulu experiences a +76% increase in reach with a 20% reallocation to AM/FM radio; Much of the reach growth occurs among younger demos and light TV viewers.