VIP’s Guide to the Viewniverse: A Special Report

VIP's Guide the Viewniverse: Special Report
Cheyne Gateley/VIP

Life in the era of “peak TV” means not just an ever-increasing number of TV shows being produced, but an ever-expanding number of TV networks and streaming services to watch them on, ranging from vast libraries with content that appeals to almost everyone to pinpointed niche services aimed at a minute proportion of viewers. 

The complicated video brand ecosystem that VIP has dubbed the Viewniverse, keeps adding new services with the migration from cable TV to streaming that most major TV network groups have been undertaking. 

The existence of two separate “galaxies”, to keep the Viewniverse metaphor going, for TV networks and streaming services makes it very difficult to accurately measure and scale which brands are biggest. 

 There is no unified streaming measurement standard, unlike Nielsen’s TV equivalent, leaving each company to release whatever metric they see fit, from watching a title for 3 minutes equating to a full view to the much-shrouded “monthly average users” metric, or even skipping that entirely to just say how many people have downloaded an app. 

In this report, Variety Intelligence Platform teamed up with leading adaptive consumer insights platform Wizer to place all media brands across the Viewniverse on the same scale. 1,857 U.S. adults aged between 18 and 64 were asked viewership across 242 video brands, as well as affinity and importance. 

The end result is the convergence of streaming and traditional TV brands, highlighting emerging brand trends among five key age groups: 18-24, 25-34, 35-44, 55-64 and 55-64. Read on below to discover what VIP believes the patterns within the Viewniverse mean for the future of video. 

Read on to learn about:

1

Which are the most regularly viewed video and TV brands, and which viewers judge to be the most important to them.

2

How overall traditional media conglomerates stack up to the new streaming entrants.

3

Company overviews for the 12 largest video brands in the U.S.