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The recently released Nielsen Local Watch Report provides a detailed picture of consumers’ media habits by the way they access content. In this report, Nielsen found that among streaming adults, the “Cable Plus” group—those that have access via wired cable, satellite or other non-vMVPD sources—watch the most TV per day (4:58) compared to 3:46 for vMVPD-only homes, 3:42 for over-the-air only homes, and 2:38 in broadband-only homes.
We took a closer look at how the daily TV usage is distributed and found that, with the exception of broadband-only homes, cable and broadcast viewing still dominated, particularly among cable plus homes. Internet-connected device viewing featured strongly among OTA-only, vMVPD homes and especially broadband-only homes.
Taking a step back, Nielsen’s report noted that among streamers, cable still has an 89% monthly reach and broadcast has an 82% monthly reach. In the face of an increasingly fragmented viewership and ongoing rating erosion, the findings that streamers—who are demographically desirable to advertisers—are still tuning in, is good news indeed for traditional TV.
McGuffin Creative Group recently released the result of a survey they conducted, which asked consumers whether or not they would pay for some of the most popular free apps, and, if so, how much they would be willing to pay for them. As can be seen below, 89% of respondents said they would pay for WhatsApp, followed by 79% for FaceTime and LinkedIn. This was followed closely by a number of Google apps, including Google Maps and Google Translate. None of the apps included in this study scored under 64%, which suggests that users place a high value on apps that make their lives easier, whether it be facilitating communication (WhatsApp), navigating the road (Google Maps), or managing money (Venmo). Interestingly, when it came to placing a value on these apps, YouTube came out on top, with an average of $4.20 a month, suggesting that consumers might be willing to pay more to be entertained, or see YouTube as comparable to other streaming options. Of course, saying they would pay and actually paying for these apps are two different things, but it is nevertheless food for thought.
