After years of keeping their heads firmly planted in the sand, in 2015, media executives are likely to respond more forcefully to the growth of the digital streaming market, fueled by new data clarifying just how big that market is.
Until now, a lack of precise information on how viewership habits are changing has forced TV executives to dance in the dark somewhat, crossing their fingers as they’ve licensed programs to Netflix or Amazon in hopes such moves wouldn’t cannibalize viewership on their original outlets.
But they will start to step into the light next year for a few reasons. TV ratings firm Nielsen will begin measuring audiences of network TV shows streaming on services such as Netflix and Amazon. The data will give the industry a better idea of how many people have shifted viewing of such programs from networks to ad-free streaming outlets.