How marketers can adapt to a radical shift in user behavior
"Executive Summary
Whether on mobile or Connected TV (CTV), the number of people using streaming services has reached an all-time high. In fact, the proliferation of on-demand platforms and services is "the most profound media disruption of the last half-century," according to Peter Katsingris, Nielsen SVP Audience Insights.
Boosted by the popularity of original content and shifts in media consumption patterns, mobile streaming in particular has posted impressive growth around the world and across generations. As consumers spend more time streaming from their phones and on CTV, now is the moment for advertisers to increase ad spend on these devices and explore strategies that take advantage of this new opportunity.
These channels are relatively new, and understanding user behavior, as well as measuring success, is not always straightforward. To help marketers better understand the mobile streaming market, this report draws on consumer research from 8,000 respondents across the U.S., the U.K., Germany, Turkey, Japan, Singapore, Korea, and China.
The results show that mobile streaming is more than a new twist on the TV model; it requires a new mindset — and new data — to address the opportunity and measure the results. By understanding how and when consumers stream, as well as which channels drive the most value and deliver the highest marketing impact, the potential to build a large user- base with high lifetime value (LTV) is huge."
