Nielsen to Begin Tracking PVOD Movies

In a sign of the pandemic times, Nielsen announced it would begin tracking theatrical movies released separately or concurrent with box office distribution.

After Universal Pictures reported generating $100 million streaming animated sequel Trolls World Tour on PVOD instead of theaters early in the pandemic, the evolution of theatrical distribution has changed significantly. Nielsen contends the entire media food chain, from studios to talent, have a need to analyze the volume and reach of their audiences by detailed household and person’s characteristics, such as age and gender, ethnicity or even territory.

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Nielsen’s TVOD measurement service will help clients uncover how many people are streaming this type of valuable content in relation to other content options. Additionally, it will deliver detailed demographic and behavioral 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.

The pandemic has driven a rise in streaming consumption. In fact, streaming now accounts for nearly a quarter (23%) of total usage among OTT video capable homes, up from 21% just a year prior, and a much broader swath of consumers have enabled streaming capabilities, presenting a new opportunity to deliver this form of entertainment directly.

“As this unprecedented pandemic continues to influence consumer behavior, perhaps even through a prolonged state of recovery waves, being able to measure and help clients appropriately monetize new revenue streams has never been more crucial,” Scott Brown, GM  of audience measurement for Nielsen, said in a statement.

Brown said Nielsen would monitor audience behavior following any virus recovery; how the adopted stay-at-home orders might influence habits when consumers have the ability to go back to theaters.

“[Nielsen will track] how content creators will leverage data to make the best decisions regarding distribution platforms in the future,” Brown said.

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