Case Study: Google explores the evolution of video with Nielsen Holdings

Google - Customer Case Study

Google commissioned Nielsen Holdings to study the evolution of video in the U.S. using historic and point-in-time data. The goal was to understand how viewing habits had changed across household and personal devices, and what mattered most to consumers across in-home and on-the-go video consumption.

Nielsen Holdings used its panels and historical data to build a total audience framework and analyze trends across TV, computer, smartphone, tablet, and household purchase data. The research showed major shifts in viewing behavior, including 95%+ household TV adoption by 1970, 10% of all TV consumption being time-shifted by 2014, and average household device ownership rising from 6.7 devices in March 2015 to 7.5 two years later.

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