A series of tracking studies measuring American use of video services reveal podcasts and AM/FM radio are ideal marketing platforms for video streamers like Amazon Prime Video, Netflix, Paramount+, Hulu, and Disney+. Each quarter, Screen Engine/ASI, a leading market researcher for movie studios, video streamers, and TV networks, conducts a study of 2,000 Americans to understand their awareness and usage of video services. 
The Cumulus Media | Westwood One Audio Active Group® conducted an analysis of six recent quarterly studies spanning Spring 2023 to Fall 2024.
Check out the findings that are highlighted on this week’s blog – click here.
Key findings reveal:
• Nielsen: Since 2021, video streaming’s share of TV time spent has soared from 26% to 40%
• Americans are cutting back on the number of ad-free video subscriptions while increasing the number of video services with ads
• Screen Engine/ASI: The audience profile of video streamers closely aligns with podcast and AM/FM radio listeners, not linear TV viewers
• While the profile of heavy audio consumers is a perfect match for the video streaming audience, most of the media budgets go to linear TV
• Despite massive spending on linear TV, ad recall levels for video services among heavy TV viewers are identical to those among heavy audio listeners
• A wide variety of AM/FM radio programming formats provide reach for the video streaming target audience
• Nielsen: At any spend level, AM/FM radio dramatically outreaches linear TV
• Nielsen Media Impact: AM/FM radio makes your TV better: Hulu experiences a +76% increase in reach with a 20% reallocation to AM/FM radio; Much of the reach growth occurs among younger demos and light TV viewers.
To read the full blog post, click here.
View a 17-minute video of key findings here.
To download the accompanying slide set, click here..
