Content Wins Over Viewers on Streaming Services, Nielsen Finds

The new survey will be released quarterly

The new survey will, among other things, measure sentiment on new technologies. Getty Images

Nielsen will report its findings on how consumers perceive new technological devices and services. As part of the first iteration of that, the survey found that content goes a long way in winning over consumers.

The quarterly survey, dubbed the Nielsen MediaTech Trender, asked 2,000 U.S consumers over 13 about technologies ranging from smart speakers to virtual reality.

“With so many choices of media to consume and innovative products being introduced into the marketplace, gauging consumer sentiment towards them is crucial in understanding not only what’s ‘now’ but also what’s ‘next,’” said Peter Katsingris, svp, Audience Insights, Nielsen, in a statement. “The MediaTech Trender is unique in that it gives our clients an inside peek into this world of emerging tech and how it relates to consumer perception.”

Nielsen found that in the first quarter of the year, 64 percent of adult smartphone users watched video within a social networking app or website, and 46 percent of tablet users did so. Adults ages 18 to 34 were even more likely to watch video that way; 72 percent of smartphone users in that age range had done so along with 57 percent of tablet users.

The age of streaming-service users also contributes to how the material is consumed and on what device.

Among 18- to 34-year-olds who use streaming services, 64 percent said they are motivated to stream content when they find shows they’ve watched or listened to on traditional media.

Content also seems to win over video streaming subscribers. Forty-five percent of adults said they would subscribe to a certain service to access content they prefer, and 42 percent said they signed up for a specific program.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.