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Complete TV utilization up 7.8% vs. October – Time spent streaming elevated over 10% – Thanksgiving is #2 most-watched day of TV in 2022
NEW YORK, Dec. 15, 2022 /PRNewswire/ — Nielsen’s latest report from The Gauge, the media measurement firm’s month-to-month snapshot of whole TV and streaming utilization within the U.S., revealed that point spent watching tv climbed significantly in November, marking the second-highest month of total TV consumption in 2022, trailing behind January. The Gauge reported 5 days in November with over 100 billion minutes of TV viewing, together with Thanksgiving Day (November 24) when audiences spent practically 106 billion minutes in entrance of tv screens. Thanksgiving ranked because the No. 2 most-watched day of TV to date in 2022, second to Sunday, January 16 which racked up over 107 billion minutes that had been largely pushed by three NFL Wild Card video games.
Total TV utilization climbed 7.8% from October, and viewing quantity was up for all classes throughout The Gauge on a month-to-month foundation. Streaming noticed the most important month-to-month enhance in November with a ten.2% bump in utilization, which introduced the class to 38.2% of whole TV viewing and set one other report share for the digital format. In contrast with November 2021, streaming utilization grew by 41.2% and the class gained 9.7 share factors.
From a streaming platform perspective, Netflix, HBO Max and YouTube all achieved double-digit viewing will increase in November, up 13.1%, 12.2% and 11.8%, respectively versus October. Netflix additionally noticed probably the most important month-to-month enhance in share (+0.4) to complete November with 7.6% of TV.
Viewing of linear tv on MVPD (multichannel video programming distributor) and vMVPD (digital multichannel video programming distributor) apps represented 5.8% of whole tv utilization and 15.2% of streaming utilization in November (in contrast with 5.7% and 15.4%, respectively, in October). YouTube TV accounted for 15.4% of YouTube viewing (1.4 share factors), and Hulu Stay made up 12.0% of Hulu viewing (0.5 share factors). Broadcast and cable content material considered by means of linear streaming apps additionally credit the respective class.
Broadcast utilization rose 6.7% from October, however because of the massive enhance in whole tv utilization, its share of TV dropped barely (-0.3 factors) to 25.7%. Primarily pushed by NFL programming, World Cup protection, and 4 World Sequence video games, broadcast sports activities viewing jumped 10.2% and accounted for the most important share (32%) of the class’s viewing whole. Broadcast information viewing was additionally up 14.6% in contrast with October, and viewing to the drama style declined by over 12%.
Complete broadcast viewing in November was pretty related in contrast with the identical month one yr in the past (-0.7%), and from a share perspective, broadcast misplaced 1.6 share factors. Moreover, broadcast sports activities viewing was down 5.6% on the yr, whereas broadcast information viewing was up 19%.
Cable gained the smallest quantity of month-to-month progress amongst viewing classes in The Gauge (+4.2%) and ended November with 31.8% of whole TV utilization, representing a month-to-month lack of 1.1 share factors. The rise in cable viewing was pushed by the characteristic movie style, which climbed 32.7% to make up 18.7% of cable’s whole, and cable information (+1.4% on quantity), which remained the highest style for the class with 18.9%.
On a year-over-year foundation, time spent watching cable content material declined 9.3% and the class misplaced 5.1 share factors. A yearly comparability additionally exhibits that cable sports activities and cable information viewing had been up 19.6% and 17.6%, respectively, versus November 2021.
About The Gauge
The Gauge is Nielsen’s month-to-month snapshot of whole TV and streaming utilization within the U.S. It’s underpinned by Nielsen’s TV scores service, along with Streaming Platform Ratings which supplies shoppers with viewers measurement information that particulars the period of time customers spend streaming and on which platforms. This broad have a look at platform utilization supplies complimentary insights to Nielsen Streaming Content Ratings, which particulars viewing to subscription-based video on demand (SVOD) content material on the title, program and episode stage. By showcasing each the micro and macro-level information units, the trade has a full image of how this media is being consumed, in addition to when and by whom.
Nielsen’s method to viewers measurement, which leverages a geographically consultant panel of actual individuals and large information, is constructed for the way forward for media consumption. With The Gauge, the way forward for TV consumption is seen in a single view. The newest version of The Gauge is all the time out there at www.nielsen.com/thegauge.
Word: As of September 2022, the streaming class is reported on a Stay+7 viewing foundation. It was beforehand reported on a live-only foundation. This transformation tracks with the expansion of linear streaming on MVPDs (reminiscent of cable supplier apps) and vMVPDs (reminiscent of Youtube TV and Hulu Stay), and the affect of time-shifted viewing on these platforms.
About Nielsen
Nielsen shapes the world’s media and content material as a worldwide chief in viewers measurement, information and analytics. By our understanding of individuals and their behaviors throughout all channels and platforms, we empower our shoppers with unbiased and actionable intelligence to allow them to join and interact with their audiences—now and into the longer term. Nielsen operates around the globe in additional than 55 nations. Study extra at www.nielsen.com and join with us on social media (Twitter, LinkedIn, Facebook and Instagram).
SOURCE Nielsen
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