Brian Fuhrer, Senior VP of Product Strategy at Nielsen, demystifies ratings amid a changing media landscape. He explains how Nielsen tracks viewing habits, including out-of-home viewing, and unveils surprising Oscars ratings metrics. The conversation dives into how streaming is drawing younger audiences and highlights the most influential shows captivating this demographic. Plus, Fuhrer shares insights on the evolving dynamics of data collection and how major events are affected by audience shifts.
Nielsen utilizes a sample size of around 44,000 households to track viewing habits, including new metrics for out-of-home viewing.
The evolution of streaming services is reshaping audience measurement, complicating traditional ratings and attracting diverse demographic engagement.
Deep dives
Understanding Nielsen Ratings
The podcast delves into the intricate workings of Nielsen ratings, focusing on how audiences are counted in the modern streaming landscape. Nielsen utilizes a sample size of approximately 44,000 households to monitor television consumption, collecting data on viewing habits through electronic meters installed in these homes. This method allows Nielsen to capture vital demographics and viewing trends, though it's noted that there's often confusion even among industry professionals regarding what these ratings actually represent. The discussion highlights the evolution of Nielsen's methodology, including the integration of out-of-home viewing data which has significantly impacted sports ratings by including audiences that watch events from venues like bars or restaurants.
Changes in Viewing Habits
A key point addressed is the shift in how audiences consume content, particularly highlighting the influence of streaming services on traditional TV ratings. The podcast emphasizes that while traditional ratings might suggest a series' popularity, the influx of viewers from streaming platforms often complicates these numbers, making historical comparisons challenging. For instance, the growth in out-of-home viewing has allowed Nielsen to expand its audience measurement capabilities, demonstrating how the popularity of events like the Super Bowl is now better accounted for than in previous decades. This shift reveals a more comprehensive picture of audience engagement that transcends simple television viewership.
The Impact of Streaming Platforms
The conversation also explores the growing importance of streaming platforms in the media landscape and how Nielsen addresses these developments. One notable trend is the significant viewership on YouTube, especially among demographics like those aged 50 and over, which contradicts common assumptions about the platform being primarily popular among younger audiences. Additionally, the podcast discusses how platforms like Amazon Prime adapt their content to attract younger viewers, citing the example of Mr. Beast's show, which succeeded in drawing a new audience despite mixed ratings. Overall, this reflects a broader trend of streaming services evolving to cater to diverse audience preferences and age groups.
Matt is joined by Nielsen’s Brian Fuhrer to explain the mysterious world of ratings and how they actually work in 2025. They get into how Nielsen literally tracks viewing habits, how that has changed over the years, and how they now track out-of-home viewing. Then, they look at a surprising metric about the Oscars ratings, discuss how streaming is improving ratings among younger demos, andwhich shows are the most influential in terms of attracting a younger audience (03:00). Matt finishes the show with an opening weekend box office prediction for the new Bong Joon-ho film, ‘Mickey 17’ (25:53).
For a 20 percent discount on Matt’s Hollywood insider newsletter, ‘What I’m Hearing ...,’ click here.
