Streaming is already larger than open TV within the US and numbers additionally develop in Brazil

According to data from consultancy Nielsen, the series Stranger Things, on Netflix, was the main reason for this increase.

Consumption for streaming content surpassed that of open TV in the United States during the month of July. The data is from a report released by the consultancy Nielsen, and the reason for this increase was mainly to do with the launch of another season of the series Stranger Things, by Netflix.

According to the figures, 34.8% of US citizens used streaming platforms, with 191 billion minutes consumed. This is 22.6% higher compared to July 2021. In this same period of July this year, cable TV registered a 34.4% share, while open TV had 21.6%.

“I think the main change taking place is in the technical way of distributing information. Before it was sent by cable and satellite, today we already send by data, and these three systems have regulatory forms that influence business models.

The more we go to the data, the less we will have interference in the states, since on the internet we have greater freedom, a net neutrality between countries that makes it easier for global players to dominate instead of national players”, he analyzes Bruno Maia, CEO of Feel The Match and specialist in innovation and new technologies in sports and entertainment.

Nielsen also reported that approximately 11 billion minutes of views came from Netflix through the series Virgin River and The Umbrella Academy. On Amazon Prime Video’s part, The Terminal List and The Boys provided something like eight billion combined. “It’s definitely the end of linear TV in the next five or ten years. In the future, streaming will be working everywhere,” said Reed Hastings, founder and co-CEO of Netflix.

In the wake of the expansion of streaming services, YouTube also stood out and appeared with 7.3% of market share, behind only Netflix, with 8%. Hulu, Disney + and HBO Max also appear in the list of platforms that grew during the month of July.

“The first key to change is in the form of distribution. At first, digital distribution focused on content on demand, in the way that we can see what we want whenever we want, but it is also natural that as more people come and data transmission becomes mass, this will seduce advertising a lot. and generates a financial issue so that more and more platforms that were said to be without advertising end up opening up and giving way to this modeling, and with that end up repeating a little bit in streaming what happened with cable TV”, says Bruno Maia.

“In any case, it is a different relationship, there must continue to be a predominance of on-demand content in the non-linear programming of streaming, which is what creates the greatest difficulty but also the greatest opportunity for those who work developing this advertising format”, adds the executive of Feel The Match, the company that produces the ge.globo series ‘Nos Armários dos Vestiários’, considered a worldwide success on homophobia and prejudice in sports, and ‘É Campeão’, with testimonials and behind the scenes of historical achievements of great Brazilian clubs , in addition to the series ‘Romário, o Cara’, which should be released in the coming months by HBO+.

In Brazil, according to data from Kantar Media, 22% of Brazilians consume streaming services. The numbers may seem low, but among online platforms, it is second only to Globo. According to experts, another important observation should contribute to short-term growth: the arrival of 5G in Brazil.

“This streaming consumption curve should continue to increase. Especially here in Brazil, we have some important news such as the arrival of 5G, which should amplify access, speed and increasingly the consumption of information through what we receive via data, instead of what we receive via TV antenna or via cable.

This not only affects streaming platforms like Amazon, Netflix, HBO, etc, but also all non-linear video consumptions like YouTube, audio platforms.

In addition to series and movies, the increase in the number of platforms and services with sports content has contributed to this. If, in the past, viewers only had the availability of closed channels, basically with SporTV and ESPN, and later the emergence of FOX Sports and Esporte Interativo, today the range is much wider. There are at least seven channels that are divided between different programs and exclusive games: Premiere Futebol Clube/Globoplay, DAZN, STAR+, HBO Max, EI Plus, Conmebol TV and NSports.

“Comparing the audience profile of our live sports broadcasts on streaming and cable TV, it is possible to see that, despite the existence of an intersection, the digital audience is younger, more connected and early adopter of new technologies”, he says. Guilherme Figueiredo, CEO of NSports.

With this, it is natural that over time this migration also occurs in Brazil, especially after the intensification of digitalization during the pandemic”, adds the executive of the company that has 18 channels of the most varied sports and has eight sports confederations, five federations and associations, four leagues and three clubs in national football, including a partnership with the Brazilian Olympic Committee (COB).

Source: Exam