Olimpiade Musim Panas mendorong peningkatan untuk siaran dan streaming, dengan Peacock naik 33%.
Streaming mencapai 41,4% dari TV, pangsa terbesar untuk format tontonan apa pun dalam sejarah The Gauge.
YouTube menjadi platform streaming pertama yang berhasil menembus 10% dari total jumlah penonton TV.
NEW YORK - August 20, 2024 – Streaming made TV history for a second consecutive month in July as it notched the most dominant performance by a single viewing category ever in Nielsen’s The Gauge™, accounting for 41.4% of TV viewing. Streaming levels were over 5% higher in July compared to June, leading streaming to grow its share of TV by more than a point (+1.1 pt.) and shatter the previous record it set just last month.
Bulan Juli juga menandai dimulainya Olimpiade Musim Panas di Paris, dan meskipun hanya tiga hari liputan yang termasuk dalam laporan July Gauge, dampak Olimpiade terhadap penayangan TV terlihat jelas. Total penggunaan TV naik 2,3% di bulan Juli dibandingkan dengan bulan sebelumnya, dan naik 3,5% dibandingkan dengan Juli 2023. Penonton siaran sedikit meningkat bulan ini menjadi 20,3% dari TV, tetapi naik 5% dibandingkan tahun lalu. Kategori ini juga berada di posisi 0,3 poin lebih tinggi dibandingkan Juli 2023 yang mencatatkan pangsa terendahnya (20,0% dari TV). Ketika penggunaan TV diisolasi berdasarkan minggu, dimulainya liputan Olimpiade pada minggu terakhir bulan Juli mendorong rata-rata siaran hingga lebih dari 22% dari total TV. Hal ini semakin ditekankan oleh fakta bahwa Olimpiade masuk dalam lima besar, dan tujuh dari 10 besar, siaran televisi yang disiarkan pada laporan bulan Juli, dengan rata-rata jumlah penonton terbesar mencapai 19 juta pemirsa di NBC pada hari Minggu, 28 Juli.
Peacock’s coverage of the Olympics vaulted the streamer to 1.5% of TV (+0.3 pt.) and its second best share of TV ever (behind 1.6% in Jan. 2024). Also boosted by viewing to Love Island USA, Peacock’s 33% monthly usage increase in July was the largest for any streaming platform in The Gauge. It was followed by two more streamers with double-digit monthly increases: Amazon Prime Video viewing was up 12% from June to notch 3.4% of TV (+0.3 pt.), its best since November 2023. The Roku Channel was up 10% and added 0.1 point to achieve a platform best 1.6% of TV.
July is typically a peak month for streaming usage, and this year, each week of the July interval* led to the top four most streamed weeks ever reported by Nielsen. The streaming fireworks kicked off with a notable week in Nielsen’s Streaming Top 10 when, for the first time ever, 10 titles exceeded 1 billion viewing minutes. What’s more, July 2024 now holds four of the top 10 most streamed days on record.
YouTube became the first streaming platform ever to exceed 10% of total TV usage in July. The most popular streamer shot up 7% versus last month, accounting for 10.4% of TV usage (+0.5 pt.). This comes after YouTube hit 9.9% of TV in June and secured the second largest share of TV viewing among all media distributors.
House of the Dragon on Max topped streaming programs in July with 4.7 billion viewing minutes, also helping to drive an increase of over 4% for the streamer to retain its 1.4% share of TV. It was followed by Bluey on Disney+ with 4.3 billion viewing minutes in July. Disney+ usage was up 9.2% this month to finish with a platform best 2.1% of TV. Prime Video’s original series The Boys was third among streaming programs with 4.2 billion viewing minutes.
Penonton TV kabel di bulan Juli bahkan dibandingkan dengan bulan Juni, tetapi karena peningkatan yang lebih besar dari penggunaan TV secara keseluruhan, kategori ini kehilangan setengah poin pangsa dan mengakhiri bulan dengan 26,7% TV. Penonton berita kabel mengalami peningkatan yang kuat di bulan Juli, didorong oleh Konvensi Nasional Partai Republik dan liputan tentang upaya pembunuhan mantan Presiden Trump. Genre berita naik 23% dibandingkan bulan Juni, dan naik 52% dibandingkan bulan Juli 2023. Dari 25 siaran televisi kabel teratas di bulan Juli, Fox News Channel memiliki 24 di antaranya.
* Bulan pengukuran Juli 2024 mencakup empat minggu: 1 Juli 2024 hingga 28 Juli 2024. Minggu pengukuran Nielsen dimulai pada hari Senin dan berlangsung hingga hari Minggu berikutnya.
Tentang The Gauge™
The Gauge™ is Nielsen’s monthly snapshot of total broadcast, cable and streaming consumption that occurs through a television screen, providing the industry with a holistic look at what audiences are watching. The Gauge was expanded in April 2024 to include Pengukur Distributor Media, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.
Tentang Nielsen
Nielsen is 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 global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook dan Instagram).
Press Contact
Lauren Pabst
lauren.pabst@nielsen.com
