Streaming accounts for over 30% of total TV
viewing; HBO Max takes 1% of streaming share for first time
NEW YORK, May 19, 2022 /PRNewswire/ -- The Gauge, the
monthly total TV viewing snapshot from Nielsen (NYSE: NLSN),
revealed that streaming reached another record high in April,
capturing 30.4% of total TV viewing and surpassing its previous
record of 29.7% set in March 2022.
While overall TV viewing dropped by 2.1% from March, streaming
volume was virtually identical to the prior month, helping to
increase its share by over 0.6%.
The Gauge also showed that HBO Max achieved a 1% share of
streaming for the first time, allowing it to move out of the "Other
Streaming" category and stand alongside fellow streaming platforms
that have previously exceeded the 1% share threshold. The "Other
Streaming" category, which includes any high-bandwidth video
streaming on TV that is not individually broken out, has grown by
more than two share points since The Gauge debuted with
May 2021 data. This category's
consistent growth reflects insights into audiences' rising
engagement with the growing number of streaming platforms, as
detailed in Nielsen's State of Play report.
Broadcast viewing was down 3% in April and lost 0.2 share points
from March, driven by a nearly 15% decrease in content from the
Drama genre as season finales began to air, in addition to a 38%
drop in sports on broadcast networks. Broadcast news viewing
remained flat compared to March.
Cable also lost 0.2 share points in April and saw a month over
month usage decline of 2.5%. While sports viewing on cable
increased 17% from March, driven primarily by both the NBA playoffs
and the NCAA Final Four, cable news saw its first downward trend in
several months (-16.9%) which hampered cable's overall share.
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