Tujuh platform berbeda menghadirkan judul-judul streaming yang paling banyak ditonton di bulan Maret.
Streaming mencapai pangsa terbesar hingga saat ini dengan 43,8% dari TV.
Oscar dan Tracker mendominasi siaran, sementara bola basket dan berita mewakili siaran kabel teratas.
NEW YORK - April 15, 2025 – After several dynamic, record-setting months, Nielsen’s March 2025 report of The Gauge revealed that television viewing trends have started to settle into more seasonal patterns. According to the report, the NCAA tournament helped drive cable’s traditional March increase, the Oscars stood out for broadcast, and in a competitive month of high-profile streaming releases, the top programs in March were represented by seven different streaming platforms.
Waktu yang dihabiskan untuk menonton TV di bulan Maret turun 6% dibandingkan bulan Februari karena adanya pergeseran musiman, namun hal ini tidak menghentikan momentum streaming. Dengan 43,8% penggunaan TV di bulan Maret, kategori streaming meningkatkan pangsa pasarnya dibandingkan Februari (+0,3 pt.) di bulan yang sangat kompetitif karena rilis baru yang menonjol mendorong peningkatan jumlah penonton di sejumlah platform. Yang paling menonjol - dan untuk pertama kalinya dalam laporan bulanan Gauge - 10 judul streaming yang paling banyak ditonton di bulan Maret didistribusikan oleh tujuh platform yang berbeda: Prime Video, Hulu, Disney+, Max, Paramount+ Netflix, dan Apple TV+.
Now included under Warner Bros. Discovery Streaming*, Max notched the largest month over month increase among streaming services and jumped 6% in March, largely on the strength of The White Lotus. Meanwhile, YouTube achieved a new platform record for a second consecutive month with 12.0% of total TV watch-time (+0.4 pt.), despite slightly lower viewing levels compared to February.
Cable’s share of viewing benefited from college basketball’s favorite time of year: March Madness. Cable climbed to 24.0% of TV usage (+0.8 pt.), buoyed by a 29% lift in cable sports viewing and another strong month of cable news viewership. Atop the most-watched cable sports telecasts in March were NCAA Men’s Elite Eight games between Alabama-Duke and Texas Tech-Florida on TBS. Meanwhile, cable news programs accounted for seven of the top 10 cable telecasts, led by FOX News Channel’s coverage of the presidential address to a Joint Session of Congress on March 4, which drew 11 million viewers on the network and over 36 million viewers in total.
The bright spot for the broadcast category this month was ABC’s presentation of The Oscars on March 2, which was the most-watched program in March with 20.3 million viewers across ABC and the simulcast on Hulu, illustrating the latest success of multiplatform distribution. Similar to last month’s Super Bowl on FOX + Tubi, viewers that streamed “Hollywood’s Biggest Night” on Hulu were three times as likely to be 18-34 and twice as likely to be 35-49 versus audiences that watched via other means, underscoring the effectiveness of cross-channel content availability with younger audience demographics.
Across the rest of the broadcast category, scripted dramas accounted for 28% of its total viewing in March. Tracker on CBS represented five of the top 10 broadcast telecasts, with each averaging over 10 million viewers (L+7) despite stiff competition from several March Madness games. The absence of football was evident this month, however, as broadcast viewership fell by 9% versus February to finish the month at 20.5% of TV.
* Catatan: Total penayangan di antara layanan streaming berikut ini telah digabungkan ke dalam total distributor tunggal dalam upaya untuk mewakili perusahaan-perusahaan ini dengan lebih baik saat mereka masuk ke pasar:
- Paramount+ dan Pluto direpresentasikan sebagai "Paramount Streaming."
- Max dan Discovery+ diwakili sebagai "Warner Bros. Discovery Streaming."
- Disney+, Hulu and ESPN+ are represented as “Disney Streaming” (since Jan. 2025).
Interval bulan Maret 2025 mencakup tanggal 24 Februari 2025 hingga 30 Maret 2025. Pelaporan Nielsen mengikuti kalender siaran dengan minggu pengukuran yang berlangsung dari Senin hingga Minggu.
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).
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