TAM Ireland have been busy building a Total Video Panel which is representative of all TV Households and measures viewing across all devices in the household.
With Nielsen technology installed in over 400 households TAM Ireland are now able to get a full picture of video consumption* in these households. Although its early days yet with this new panel the first trickle of data from it is showing broadcaster offerings in a very good light.
Up until now any data released by TAM Ireland relating to Broadcaster VOD, Streaming services and video sharing platforms has been claimed activity gathered via surveys. This data is actual usage data gathered by the technology installed in the panel homes by Nielsen and is gold standard internationally recognised independent measurement.
Aggregated Jan – June 2022 data shows when you combine both the linear and On-Demand offerings of the broadcasters the average Irish Adults spends 159 mins per day with the broadcasters’ channels compared to just 21 mins a day with the SVOD services – i.e. Netflix, Amazon Prime and Disney + combined.
Video Sharing platforms (e.g. YouTube, TikTok, Instagram etc.) are viewed for 35 mins a day primarily via mobile devices such as the Smartphone
The key audience- Adults aged 25-44yrs view broadcaster content for 102 mins per day compared to 30 mins from the SVOD services and 38 mins from video sharing platforms
The younger 15-34yr olds spend twice as much time with with broadcaster content than SVOD at 65 mins and 32 mins per day respectively.
When not in front of the TV set their device of choice is the Smartphone, and this is where they mostly consume the video sharing platforms. In total across all 4 screens (TV, pc, tablet and smartphone) this age group spend 60 min a day with these platforms
Irish broadcasters are not unique in this performance. The UK recently started publishing their data which sees Broadcasters there also out-performing the SVOD services by quite some margin. Netflix have recently subscribed to the UK data via BARB as they roll out their new ad supported offering.
All of this this spells good news for the broadcasters in the face of the global streamers – people at the end of the day, love good TV that is relevant, informative and entertains and the broadcasters deliver this in spades. Interesting times ahead.
Source: TAM Ireland/Nielsen Media Ireland Total Video Panel, Jan – June 2022 Consolidated 28 day linear + Streaming. All day, all week, Average mins per person.
Notes on the Data: SVOD Services include Netflix, Disney+ and Amazon Prime. Video Sharing Platforms include Snapchat, Instagram, TikTok, Facebook, YouTube, Vimeo, Twitch and Twitter
*The Nielsen technology measures all viewing activity on TV sets and streaming activity on digital devices that are connected to the households’ fixed broadband service.