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Nielsen has announced the launch of Theatrical Video On-Demand (TVOD), a measurement service that caters to viewing of movie releases that are directly available to consumers to rent or purchase on demand through streaming/MVPD platforms. The TVOD measurement service is intended to help clients uncover how many people are streaming this type of content in relation to other content options.
Additionally, it will deliver detailed demographic and behavioral information beyond what the standard box office metrics, transactional rental or purchase information often provides, allowing for audience-driven decisions in regard to licensing and promotion..
The rapidly expanding distribution model of film releases via streaming was accelerated by COVID-19 early in 2020 as content creators, such as studios, sought to offset disruption caused by social distancing mandates that temporarily drove movie theater closings across the U.S. and the evolution of theatrical distribution, especially during the COVID-19 pandemic, has introduced a new opportunity for both consumers and content owners by delivering theatrical releases directly to viewers in the comfort of their own homes.
he past year, underpinned by COVID-19 related uncertainty, has changed consumer behavior, driving a rise in streaming consumption. In fact, streaming now accounts for nearly a quarter (23%) of total usage among OTT capable homes, up from 21% just a year prior, and a much broader swath of consumers have enabled streaming capabilities, presenting a new opportunity to deliver this form of entertainment directly.
“As this unprecedented pandemic continues to influence consumer behavior, perhaps even through a prolonged state of recovery waves, being able to measure and help clients appropriately monetize new revenue streams has never been more crucial,” said Scott N. Brown, GM Audience Measurement, Nielsen. “A bigger question might be what will audiences do following any recovery, how the behavior adopted during stay-at-home orders might influence habits when consumers have the ability to go back to theaters to enjoy that experience and how content creators will leverage data to make the best decisions regarding distribution platforms in the future.”