Independent Streaming Alliance Found To Reach 18M Households
- by Karlene Lukovitz @KLmarketdaily, October 12, 2023
The Independent Streaming Alliance (ISA), formed in June by 10 streaming service providers, is collectively reaching 18 million U.S. households, or 15% of the country, according to a third-party measurement study conducted by iSpot TV.
iSpot measured a cross-section of advertising campaigns that ran across ISA publishers and FAST channels during a two-month window, using second-by-second ad measurement, a panel of 40 million smart TVs, and co-viewing capabilities.
The ISA was formed to help ensure that independent streamers have a voice and parity in standards and practices as the business evolves, and to help address other key challenges faced by its members and the broader connected TV industry.
The group’s founding members are Allen Media Group, Chicken Soup for the Soul Entertainment, Cineverse, Future Today, kweliTV, Revry, The E.W. Scripps Company, Tastemade, TMB (Trusted Media Brands) and Vevo.
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“The first order of business upon forming the ISA was to work with a top CTV measurement provider that would validate our value proposition to the millions of viewers we collectively serve," said Tim Ware, senior vice president of sales and partnerships at Chicken Soup for the Soul Entertainment.
Recognizing that it will be difficult for Nielsen's current 42,000 home people meter panel to report show by show audiences for each of the services in this consortium, due to small sample sizes, I would want to see confirmation of that 15% reach figure from Nielsen were I a TV time buyer. Nielsen's panel is certainly large enough for that. Next, I would want to see an averge minute viewing estimate---with demos---- for all of the services combined---again, Nielsen's panel size should be able to provide that on a reliable basis if their combined coverage is 15% of the country. Without comparisons like this with iSpot's findings, I'd be reluctant to accept its ACR panel data as "currency" as it doesn't reflect set usage in non-ACR homes or non-ACR set usage in ACR homes or viewing in homes without TV sets. viewing broadband -only homes.