Musim berperan dalam penurunan penggunaan televisi secara keseluruhan sebesar 3% selama sebulan
Following seasonal viewing trends that typically begin in February, overall television usage in the U.S. dipped again in March. Despite declines across categories, cable and streaming saw their share of TV viewing increase in this month’s report of The GaugeTM as a result of smaller declines in viewing in these categories compared with the overall decline of 3% on a monthly basis. While these changes follow similar month-over-month trends from last year, they also point at larger shifts happening to Americans’ media habits.
Pengaruh olahraga wanita yang terus meningkat
Similar to March 2023, the NCAA “March Madness” tournament helped cable viewing hold steady and gain 0.7 share point, as the category saw a 43% bump in sports viewing, to finish the month with 28.3% of TV. However, unlike last year, which was driven almost exclusively by the men’s division, the NCAA women’s games charged onto TV screens this March.
Faktanya, pertandingan Bola Basket Wanita NCAA antara Iowa Hawkeyes dan West Virginia Mountaineers pada tanggal 25 Maret di ESPN termasuk di antara 10 siaran kabel teratas untuk bulan itu (ketujuh secara keseluruhan). Pertandingan yang sebanding tahun lalu nyaris tidak masuk ke dalam 100 besar di antara siaran kabel. Dan ini tidak termasuk pertandingan Elite Eight, Final Four dan Championship, yang berlangsung pada bulan April.
The appeal of the tournament among sports fans highlights the impact that high-demand content has on viewership, regardless of platform or channel, and also highlights a larger trend we’re seeing in the rise of women’s sports.
Musim atau perubahan kebiasaan media?
Di luar March Madness, perubahan TV dari Februari ke Maret pada tahun 2024 hampir sama dengan transisi yang kita lihat tahun lalu, yang mencerminkan musim dalam menonton sebagai akibat dari perubahan tahunan dalam cuaca, liburan, hari libur, dll. Namun, kita dapat melihat bukti transformasi yang lebih besar yang memengaruhi industri saat kita melihat lebih dalam ke dalam data.
Following seasonal trends similar to the past few years, broadcast viewing fell 6% in March to finish with a 22.5% share of television. To add some perspective, when Nielsen released the first edition of the GaugeTM in May 2021, the broadcast category accounted for 25% of television viewing, and despite the continued declines, the category has been fairly resilient, with a less sharp drop than some might have expected.
Secara komparatif, jumlah penonton streaming menurun hanya 1% dibandingkan bulan lalu, namun memperoleh 0,8 poin pangsa untuk mencapai 38,5% dari jumlah penonton televisi di bulan Maret. Tidak ada kategori yang mengalami pergeseran yang lebih dramatis dibandingkan streaming secara tahunan, karena naik 12% dibandingkan tahun lalu dan menambahkan 4,4 poin pangsa. Beberapa pergeseran tersebut berasal dari penyedia saluran FAST (PlutoTV, The Roku Channel dan TubiTV), dengan sebagian besar dari judul-judul tersebut didorong oleh konten jaringan kabel.
So while the cable category may be shrinking in terms of its share of television, cable content remains powerful with consumers. In addition to March Madness, the State of The Union address on March 7, which drew 32.2 million viewers in total (14.1 million on cable alone), reminds us that cable remains a news-driven category as six of the top 10 cable telecasts this month were related to the event. As we look toward November, cable will play a significant role in how audiences connect with news media ahead of the 2024 U.S. elections.
Tren data bulan Maret bersama Brian Fuhrer
Metodologi dan pertanyaan yang sering diajukan
Bagaimana 'The Gauge' dibuat?
The data for The Gauge is derived from two separately weighted panels and combined to create the graphic. Nielsen’s streaming data is derived from a subset of Streaming Meter-enabled TV households within the National TV panel. The linear TV sources (broadcast and cable), as well as total usage are based on viewing from Nielsen’s overall TV panel.
Semua data didasarkan pada periode waktu untuk setiap sumber penayangan. Data, yang mewakili bulan siaran, didasarkan pada penayangan Live+7 untuk interval pelaporan (Catatan: Live+7 mencakup penayangan langsung di televisi ditambah penayangan hingga tujuh hari setelahnya untuk konten linear).
What is included in “other”?
Within The Gauge, “other” includes all other TV usage that does not fall into the broadcast, cable or streaming categories. This primarily includes all other tuning (unmeasured sources), unmeasured video on demand (VOD), audio streaming, gaming and other device (DVD playback) use.
Beginning with the May 2023 interval, Nielsen began utilizing Peringkat Konten Streaming to identify original content distributed by platforms reported in that service to reclassify content viewed via cable set top boxes. This viewing will credit to streaming and to the streaming platform which distributed it. It will also be removed from the other category, where it was previously reflected. Content not identified as original within Streaming Content Ratings and viewed through a cable set top box will still be included in other.
Apa saja yang termasuk dalam "streaming lainnya"?
Platform streaming yang terdaftar sebagai "streaming lainnya" mencakup streaming video bandwidth tinggi di televisi yang tidak dipecah satu per satu. Aplikasi yang dirancang untuk memberikan siaran langsung dan program kabel (linear) (aplikasi vMVPD atau MVPD seperti Sling TV atau Charter/Spectrum) tidak termasuk dalam "streaming lainnya."
Di manakah kontribusi streaming linear?
Linear streaming (as defined by the aggregation of viewing to vMVPD/MVPD apps) is excluded from the streaming category as the broadcast and cable content viewed through these apps credits to its respective category. This methodological change was implemented with the February 2023 interval.
Bagaimana dengan streaming langsung di Hulu dan YouTube?
Streaming linear melalui aplikasi vMVPD (misalnya, Hulu Live, YouTube TV) tidak termasuk dalam kategori streaming. 'Hulu SVOD' dan 'YouTube Main' dalam kategori streaming mengacu pada penggunaan platform tanpa menyertakan streaming linear.
