Nielsen: As Home Entertainment Options Grow, So Too Does Viewer Diversity

When combining linear television with growing subscription streaming video and free, ad-supported options, the choices in consuming video in the home have exploded. Now, new data from Nielsen contends that as distribution options proliferate, so too does the diversity among video consumers.

In June, Nielsen found that white audiences accounted for 66% of the minutes of linear TV programming viewed, a percentage that increased when including SVOD — driven by Hulu with 69% white viewership.

Among black streamers, 18% gravitate toward Amazon Prime Video, followed by Hulu and linear TV (17%), Netflix (15%) and Disney+ (10%). Latinos prefer Netflix (22%), followed by Disney+ (17%), linear TV (12%), Hulu and Prime Video (11%). Asians account for 4%-6% of streaming/linear TV viewers.

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Black audiences accounted for 24% of all minutes viewed across all AVOD services in June. Among AVOD platforms, Tubi, owned by Fox, attractted the largest share from black audiences: they watched 39% of the minutes viewed from this platform in June, significantly more than the 17% of the minutes they watched on linear TV. Pluto TV, owned by ViacomCBS, also attracts a sizable black audience, which accounted for 36% of the platform’s viewed minutes in June.

Hispanics account for 19% of the U.S. population, which is very close to their representation in the U.S. TV universe (18%). This community, however, spends notably less of its time with traditional TV than it does with streaming services, including AVOD platforms such as Pluto TV and Tubi. The real standout, however, is YouTube, which accounted for 21% of viewing minutes among Hispanics in June.

Nielsen said race and ethnicity aren’t the only demographics content publishers can hone in on. Disney+ attracts the biggest share of minutes viewed among minors, given its extensive catalog of animated classics as well as content from Pixar, Marvel and Star Wars.

Meanwhile, people 55 and older continue to dominate linear TV viewing, while also accounting for notable share of time with Prime Video, AVOD and online TV.

“No matter the platform, creating content that resonates with unique audiences, especially those that have been historically excluded from representation on TV, is a strategy that continues to win with viewers, advertisers and new entrants to the streaming wars,” wrote Nielsen.

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