NIELSEN UNVEILS STREAMING THEATRICAL RELEASE TRACKING SERVICE

Nielsen is set to launch Theatrical Video-On-Demand, a measurement service that analyzes theater releases that are directly available to consumers to rent or purchase on-demand through streaming/MVPD platforms.  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. 

The innovative distribution model, available for a premium cost, is an increasing trend amid the Covid-19 pandemic. Content creators, studios, and the like often seek a method to cope with the negative impacts brought upon by social distancing regulations implemented amid the pandemic, leading to an increasing demand in trackers for related titles. "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," Brown said.

The services are also increasing as a result of the growth in streaming consumption. Streaming now accounts for 23% of total usage among OTT capable homes, up from 21% just a year prior, and a there has been an influx of consumers who are new to the platforms, presenting a new opportunity to deliver the releases directly. 

Some of the benefits of Nielsen's service is that it will help clients discover how many viewers a streaming a particular type of content concerning 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 crucial audience-driven decisions concerning licensing and promotion. Some of the aspects that will be analyzed by the entire media food chain include volume and reach of their audiences by detailed household and person’s characteristics, such as age and gender, ethnicity, or even territory.