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Two years ago we launched One Platform, introducing more seamless access for advertisers to attract, inform, influence, and connect with our 250M+ monthly viewers across content, screens, and time. 

It also gives us access to data we can use to help our partners navigate the constantly shifting media landscape, interpreting changes in viewer behaviors and predicting how they will shape the future. 

This is the foundation for One Platform Audience Trends, a series of comprehensive reports to objectively explore, analyze, and uncover behavioral trends across our audiences and provide insights into motivations and viewing patterns.

Our first report will dive deeper into key consumer trends impacting your brand across our One Platform offerings, including:

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Shifting Platforms:
Traditional and Non-Traditional TV Viewing Preferences
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Driving Incrementality:
Maximizing Reach Across Platforms
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Size Matters:
Consumers Prefer the TV Screen
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TV on My Time:
Viewers Increasingly Become Self-Programmer

 
The report helps look beyond “streaming revolution” headlines, using the latest data to show the importance of fluid cross-platform planning and activation and how it impacts your brand. Get started by downloading our One Platform Audience Trends below.
 

Sources for One Platform Audience Trends Report
Legend Definitions

  • Sources: Non-Traditional TV (Streaming/Digital) includes any video content that isn’t distributed and delivered to audiences through Traditional TV (MVPD) means (e.g., over the air, cable, and satellite). Non-Traditional TV (Streaming/Digital) is inclusive of SVOD (subscription video on demand), AVOD (ad-supported video on demand), STB VOD (set-top box video on demand), vMVPD (virtual multichannel video programming distributors, or “Streaming TV”), and Shortform Video.

Graphs Page 5 Source
“Digital Viewership Growth across NBCU”

  • Source: Linear: Nielsen Media Research, LSD, Time Spend Viewing TV = AA*Duration. Digital: DAVD. Includes all available and measured consumption across the portfolio, where data is available. Measurement periods: 21/22TD based on 4Q21-2Q22, all others based on full year 4Q-3Q.
  • Source: Note: “Streaming/Digital Video” includes any video content that isn’t distributed and delivered to audiences through traditional means (e.g., over the air, cable, and satellite). Streaming/Digital Video is inclusive of SVOD (subscription video on demand), AVOD (ad-supported video on demand), STB VOD (set-top box video on demand), vMVPD (virtual multichannel video programming distributors, or “Streaming TV”), and Shortform Video.

Graph Page 6 Source

  • Source: Streaming – DAVD, ODV properties, ex Peacock platform; Peacock – PAVO, base P2+. Measurement periods: 21/22TD based on 4Q21-2Q22, all others based on full year 4Q-3Q.

Graphs Page 7 Source

  • Sources: % Share of viewing hours based on: Linear – Nielsen, Cable status VMPVD=No, Total Day, 13 NBCU Nets, base: HH, Live+7; Streaming – DAVD, ODV properties, ex Peacock platform; Peacock – PAVO, Streaming – DAVD, ODV properties, ex Peacock platform; Peacock – PAVO, Internal genre classifications. Measurement periods: 21/22TD based on 4Q21-2Q22, all others based on full year 4Q-3Q.

Graphs Page 8 Source
“Week average proportion of total viewership”

  • Source: (Top) Nielsen, SCR, 5/2/22-6/26/22, 1 min qualifier, Bravo linear M-Su 8p-11p (original pgms 2+ TC, ex movies and non-Bravo shows) vs Bravo on Peacock, same shows. Live+7, base: P18+.
  • Source: (Middle) Nielsen, SCR, 5/2/22-6/5/22, 1 min qualifier, BDSY (Bravo) linear ex repeats, BDSY Peacock current season episodes only, Live+7, base: P18+.
  • Source: (Bottom) Nielsen, SCR, 3/7/22-5/30/22, 1 min qualifier. Linear = Chicago PD, Med, Fire, This is Us and Law & Order SVU. Peacock = Office, Office Superfan, Modern Family, Parks and Rec, Yellowstone. Live+7, base: P18+.

Chart Page 9 Source

  • Source: DAVD, ODV properties, ex Peacock. PAVO, Peacock data. Base: P2+. Measurement periods: 21/22TD based on 4Q21-2Q22, all others based on full year 4Q-3Q.

Graph Page 11 Source

  • Source: Linear -Nielsen, HH vMVPD=No, NBC, Bravo, E!, SYFY, USA, ex sports, news, specials, repeats, and movies, Live+35. Streaming – DAVD, NBC, Bravo, E!, SYFY, USA, current season of originals, Viewing days 1-35 pulled on 7/26/22, base: P2+. Measurement periods: 4Q21-2Q22. *Shows limited to current season episodes first-aired on linear networks and later made available for streaming.

Infographic Page 16 Source

  • Source: Peacock Internal Data, Quality KPIs by Content, Content Affinity, 1Q and 2Q.

Viewer Insights Quotes Source

  • Source: NBCU 2021 Custom Study in partnership with Magid–The Viewing Habits of Micro-Generations. Respondent information collected in compliance with data privacy laws. Respondents have been each anonymized under an alias and grouped by age range. Some responses have been edited for conciseness and grammar.