Television viewing, as measured by Nielsen, continues to drop, especially among young viewers as they watch more content on alternate screens and devices. Twenty four percent of US households no longer have a cable/satellite subscription, up from 16 percent just two years ago. As a result, a growing number of television shows now have a median age of older than 60, falling well outside the 18-49 demographic many advertisers target. But how are programs on streaming media to be measured? Must Nielsen innovate and create a rating system for streaming content and on-the-go video? The case for a OTT rating system is becoming more and more necessary as audiences of all ages continue to cut the cord.

Here’s a good article from Forbes exploring the issue: