New data released this week details more of the virus streaming impact. Daytime streaming is up. Connected TV viewing is way up. And Sling TV is stepping up.
Chapter 1: Daytime viewing up, primetime down (1:50)
Just released data from Conviva shows that when we stream has shifted dramatically. Primetime streaming has sifted earlier. Overall, comparing the first week of March to the third, global primetime streaming hours decreased by 2%, with the most significant drop, 4%, in the ten o’clock hour. Conversely, streaming between 5 and 7 PM increased 20%, with 5 PM streaming up 31%.
Daytime streaming hours were up 39% and early morning (6 to 9 AM) hours up 26%.
Chapter 2: Connected TV streaming sees sharp March increases (9:00)
Nielsen says that streaming minutes to the TV for the first three weeks of March increased 85%, to 400 billion, over the comparable three-week period in 2019. The growth is not entirely due to the current emergency. Between Q3 2018 and Q3 2019, Nielsen says the average U.S. adult boosted connected TV viewing 31%, to 4 hours and 24 minutes per week. However, an increase of 50% or more could be attributed solely to the impact of coronavirus on the viewing habits of the U.S. population. Moreover, Nielsen says there was a 22% week-over-week increase in connected TV streaming minutes in the third week of March. The third week was when many statewide shelter-in-place measures came into force and the virus streaming impact began to increase.
Netflix dominates TV streaming, according to Nielsen. 29% of minutes viewed in the third week of March were streamed by the SVOD leader, versus 20% from YouTube, 10% from Hulu, and 9% from Amazon. What’s more, nine of the top ten most-streamed titles, as measured by total minutes delivered, were on Netflix.
Chapter 3: Sling TV boosts free content with Stay in and SLING (14:20)
While other vMVPDs have shied away from providing free content, SLING TV is leaning into the opportunity. Even before the COVID-19 emergency, SLING was building a substantial library of free ad-supported content. The Stay in and SLING initiative, targeted to keep people informed and safe, is adding channels and extended free trials of premium services.
SLING TV will also donate all profits from pay-per-view purchases to Good360, a global nonprofit leader dedicated to delivering critical supplies to both healthcare providers and those quarantined. So, if there is a movie you would like to rent, why not head over to SLING to do it?