11月のテレビ総利用率は5.7％増、放送のシェアは4ヶ月連続増加
感謝祭のホリデーウィークに牽引され、11月の総テレビ利用率は5.7％増加し、放送局のシェアは0.3ポイント上昇し、1月のシェアに匹敵した。月初めの3週間は3％近く増加したが、第4週の視聴は、大学フットボールの大きなライバル対決とNFLの試合の充実が追い風となり、10月の水準から14.4％急増した。
最も人気のあるサッカーの試合が11月下旬に放送されたこともあり、放送の利用率は月の最終週に18.4％増加し、スポーツ番組の視聴率は10月から21％増加し、放送視聴全体の3分の1を占めた。また、放送全体の視聴は前年比5.3％減だが、放送チャンネルのスポーツ視聴は2.8％増である。
11月はフットボールが放送チャンネルの定番であるため、ケーブルテレビはホリデームービーに最適の場所であり、今年も例外ではなかった。映画の視聴は10月より26％増加し、ケーブルテレビ視聴の19％を占め、今月最も視聴されたケーブルテレビのジャンルとなった。長編映画の視聴率は、このジャンルの典型的なトップランナーであるケーブルニュースの18.4％をも上回った。映画の視聴率はともかく、ニュースとスポーツの視聴がそれぞれ0.6％と16％減少したため、ケーブルは11月に1.2ポイントのシェアを失った。
With total TV usage up in the month, the 4.3% increase in streaming wasn’t enough to prevent a share loss of 0.5 in November. As we saw in the broadcast category, the last week of the month drove the bulk of the increase for streaming, as viewing jumped 10% during the week of Thanksgiving. Peacock was the biggest gainer, as usage increased 23% to provide a 0.2 share point gain, driven by football coverage and the Macy’s Thanksgiving Day Parade. Netflix also gained 0.2 share point as a result of an increase in usage of 8.6% to finish the month at 7.4% of TV usage. All the Light We Cannot See provided a viewing highlight in a climate with less content as a result of the writers’ strike, as audiences spent 2.1 billion minutes watching this Netflix original miniseries. Tubi and YouTube also saw usage gains, but only Tubi was able to add to its share, while YouTube’s share fell slightly as it was not enough to keep up with the increase in overall TV usage.
ブライアン・フューラーに聞く11月のデータ・トレンド
ゲージ provides a monthly macroanalysis of audience viewing behaviors across key television delivery platforms, including broadcast, streaming, cable and other sources. It also includes a breakdown of the major, individual streaming distributors. The chart itself represents monthly total television usage, broken out into share of viewing by category and by individual streaming distributors.
方法論とよくある質問
The Gauge」はどのようにして作られるのか？
The data for ゲージ 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.
データはすべて、各視聴ソースの期間に基づく。放送月を表すデータは、報告間隔のLive+7視聴に基づいている（注：Live+7には、テレビのライブ視聴に加え、リニアコンテンツの7日後までの視聴が含まれる）。
What is included in “other”?
Within ゲージ, “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 ストリーミング・コンテンツのレーティング 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.
その他のストリーミング」には何が含まれますか？
Streaming platforms listed as “other streaming” includes any high-bandwidth video streaming on television that is not individually broken out. Apps designed to deliver live broadcast and cable (linear) programming (vMVPD or MVPD applications like Sling TV or Charter/Spectrum) are excluded from “other streaming.”
リニアストリーミングはどこに貢献するのか？
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.
ニールセンについて HuluやYouTubeでのライブストリーミングとは？
vMVPDアプリ経由のリニアストリーミング（例：Hulu Live、YouTube TV）はストリーミングカテゴリーから除外されている。ストリーミングカテゴリーの「Hulu SVOD」と「YouTube Main」は、リニアストリーミングを含まないプラットフォームの利用状況を指す。
