Streaming accounted for nearly 30% of overall
usage; total viewing dropped 4.2% from February
NEW
YORK, April 21, 2022 /PRNewswire/ -- The
Gauge, the monthly total TV and streaming snapshot from Nielsen
(NYSE: NLSN), showed that streaming captured its largest share of
total television usage ever in March, making up nearly 30% of
overall viewing time. Despite a 0.7% decrease in time spent
streaming from February, viewing share across all streaming
platforms was either flat or gained slightly in March. Most
notably, the "Other Streaming" subset, which includes any
high-bandwidth video streaming on TV that is not individually
broken out, increased its share by 0.3% as more streaming platforms
continue to gain traction.
Streaming captures largest share of total
TV usage ever in March 2022,
according to Nielsen's The Gauge.
As a whole, total television usage was down in March, decreasing
by 4.2% versus February. Cable stood out as the only viewing
category to see an increase in both share and volume, jumping 1.6
share points from last month. Cable news viewing was up 14% from
February and accounted for 21% of the cable share, driven by
continuing news coverage of the Russia-Ukraine war.
Broadcast viewing was down 1.1 share points from February,
impacted by a 53% decrease in sports viewing, as it was a challenge
to replace the amount of viewership from the Winter Olympics and
the Super Bowl. Drama programming stood out as the genre of choice
for many broadcast consumers in March, increasing viewership by 17%
from February and accounting for one-third of broadcast's share.
While broadcast news consumption remained relatively flat at 14% of
broadcast viewing, the volume of broadcast news programming dropped
6% versus the prior month.
Measuring and monitoring consumers' streaming behavior in a
comparable way against linear TV usage is a critical source of
information for the industry as content creators, media companies,
streaming platforms, advertisers, industry groups, talent agencies
and the talent themselves all seek clarity around the various video
content that consumers engage with.
About The Gauge
The Gauge is underpinned by
Nielsen's TV ratings service and Streaming Platform Ratings. The
latter provides clients with audience measurement data that details
the amount of time consumers spend streaming and on which
platforms. This broad look at platform usage provides complimentary
insights to Nielsen Streaming Content Ratings, which details
viewing to subscription-based video on demand (SVOD) content at the
title, program and episode level. By showcasing both the micro and
macro-level data sets, the industry has a full picture of how this
media is being consumed, as well as when and by whom.
Nielsen's approach to audience measurement, which leverages a
geographically representative panel of real people and big data, is
built for the future of media consumption. With The Gauge, the
future of TV consumption is visible in a single view. The latest
edition of The Gauge is always available at
www.nielsen.com/thegauge.
About Nielsen
Nielsen shapes the world's media and
content as a global leader in audience measurement, data and
analytics. Through our understanding of people and their behaviors
across all channels and platforms, we empower our clients with
independent and actionable intelligence so they can connect and
engage with their audiences—now and into the future. An S&P 500
company, Nielsen (NYSE: NLSN) operates around the world in more
than 55 countries. Learn more at www.nielsen.com or
www.nielsen.com/investors and connect with us on social media
(Twitter, LinkedIn, Facebook and Instagram).
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SOURCE Nielsen