Nielsen is launching its Theatrical Video On-Demand measurement service as a way to capture viewing to movie releases that are directly available to consumers to rent or purchase on demand through streaming/MVPD platforms.
The evolution of theatrical distribution, especially during the pandemic, has introduced a new opportunity for both consumers and content owners by delivering theatrical releases directly to viewers in the comfort of their own homes. As a result, the entire media food chain, from studios to talent, have a need to analyse the volume and reach of their audiences by detailed household and person’s characteristics, such as age and gender, ethnicity or even territory.
Nielsen’s Theatrical Video On-Demand measurement service aims to help clients uncover how many people are streaming this type of content in relation to other content options. Additionally, Nielsen says it will deliver detailed demographic and behavioural information beyond what the standard box office metrics, transactional rental or purchase information often provides, allowing for crucial audience-driven decisions in regard to licensing and promotion.
“As this unprecedented pandemic continues to influence consumer behaviour, perhaps even through a prolonged state of recovery waves, being able to measure and help clients appropriately monetise new revenue streams has never been more crucial,” said Scott N. Brown, GM Audience Measurement, Nielsen. “A bigger question might be what will audiences do following any recovery, how the behaviour adopted during stay-at-home orders might influence habits when consumers have the ability to go back to theatres to enjoy that experience and how content creators will leverage data to make the best decisions regarding distribution platforms in the future.”