尼尔森：2018Q2尼尔森本地观察报告-不断发展的无线家庭(英文版)(27页).pdf

1、Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT Q2 2018 THE EVOLVING OVER-THE-AIR HOME 2Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN LOCAL WATCH REPORT | Q2 2018 INTRODUCTION Do you remember your first TV? If it had

2、rabbit ears, a channel dial, access to only a handful of stations, and no remote, youre among millions of viewers. Even if you didnt have a broadcast only, or what we now call over-the-air (OTA) TV set growing up, you might now. As of May 2018, more than 14% of all TV householdsor 16 million homesha

3、ve OTA status, and that number is on the rise. As consumers look for more on-demand and cost-effective options, there has been a resurgence in this type of television household. However, to really grasp this trend it is important to understand what OTA homes actually look likewhos in them, and how t

4、hey engage with media. What weve found is that two prominent OTA segments co-exist, each with very different profiles and media habits. One type of OTA home has at least one subscription video on-demand (SVOD) service, while the other has no SVOD service. When we refer to SVOD, we mean pay services,

5、 such as Netflix, Hulu (not Hulu Live), and Amazon Prime Video. The “No SVOD” homes tend to be older, more diverse and have a smaller median income, compared to the “Plus SVOD” segment, which skews younger, more affluent and more device-connected. We see different media behavior with Plus SVOD homes

6、 consuming less traditional media and spending more time on personal devices. In an average day, the No SVOD homes have more viewing to broadcast stations, at almost five hours, than all of the TV usage combined in Plus SVOD homes. While we see some very distinct differences in the two larger segmen