comScore has long been known as one of the most respected sources to figure out what Americans are watching. Now comScore has decided they only way to keep on top of what Americans are watching is to track streaming services.
With the growth of Cord Cutting viewing—and traditional pay-TV subscribers shrinking—it is becoming increasingly important for TV networks and advertisers to know what’s being streamed on connected devices in living rooms.
“With very limited insight into viewing behavior across providers, the OTT market has largely been a black box,” said Mike Rich, comScore VP of emerging products. “As more TV viewers look beyond traditional content sources, it’s more important than ever for networks, content producers, device manufacturers and others in the ecosystem to understand this growing segment of cross-platform viewing.”
This is good news for Cord Cutting as it shows how seriously cord cutting is being taken. This new cord cutting effort will track Netflix, Amazon, Hulu, and YouTube to get a better idea of what is being watched. This data can be broken down into cord-cutting and cord-never homes, as well as those with a cable or satellite subscription.
This effort by comScore joins efforts by Nielsen who are already tracking cord cutting services like Sling TV and DIRECTV NOW.
Source: B&C
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