2월 전체 TV 사용량은 감소했지만 스트리밍 사용량은 37.7%로 증가했습니다.
In seasonal fashion, TV usage declined in February following the end of the NFL playoffs. While Super Bowl LVIII was a standout that attracted 123.7 million viewers, the 6.4% dip in viewership for the month was considerably larger than it was in the previous two years (5.7% and 5.1%, respectively). This fact, however, is more of a testament to how strong viewing was in January 2024 than in the previous two years.
In addition to attracting the largest TV audience on record, the Super Bowl played a big role in making Feb. 11, 2024, the day with the most TV viewing since The Gauge was launched in May 2021. In total, the game delivered 30 billion viewing minutes—5 billion more than last year’s game. Going into overtime, however, did contribute here.
Outside of the action around the Super Bowl, broadcast viewing receded following its climb into January, with viewing down 10% overall. The sports genre was a major factor in its decline, as sports viewing dropped 66% in the wake of the NFL playoffs. On a year-over-year basis, the overall drop in broadcast viewing is in line with last year’s 9.2% decline. With some new content in rotation, however, the drama category gained momentum to command 26% of broadcast viewing in February. With all eyes on the Super Bowl in February, CBS used the big game to get audiences excited for its new season, featuring Tracker, NCIS, FBI and the final season of Young Sheldon.
케이블 전체에서 뉴스 시청률은 시청자들이 선거 연도 보도를 시청하면서 7% 증가한 반면, 스포츠 시청률은 약 3분의 1 감소했습니다. 스포츠 이벤트가 많지 않은 상황에서도 스포츠 장르는 여전히 케이블에서 가장 인기 있는 프로그램이었으며, TNT, TBS, TruTV에서 동시 중계된 2024 NBA 올스타전이 1위를 차지했고, TNT와 TruTV에서 NBA 올스타 토요일 밤이 그 뒤를 이었습니다.
일반적으로 봄 시즌이 다가오면 TV 시청률이 감소하기 시작합니다. 이러한 계절적 요인은 모든 TV 시청에 영향을 미치지만, 2월에는 다른 카테고리보다 스트리밍에 미치는 영향이 적었습니다. 그 결과 스트리밍 사용량은 1.9% 감소했지만 점유율은 1.7포인트 상승하여 전체 TV 사용량의 37.7%를 차지하며 2023년 8월 이후 가장 높은 점유율을 기록했습니다. 또한 2023년 2월보다 3.4점 높은 점유율입니다.
As we’re not yet seeing a consistent release of new titles, acquired titles continued to attract the most viewership, with Young Sheldon (Netflix, Max) topping the rankings with 4.6 billion viewing minutes, followed by Bluey (Disney+) with 4.5 billion and 그레이 아나토미 (Netflix) with 3.5 billion. Netflix’s Griselda added some new content to the rankings, coming in fourth with 3.2 billion.
As it does for the broadcast and cable categories, sports has started to make a mark in the streaming category when high-profile events are shown. After gaining in January as a result of its exclusive NFL Wildcard game, Peacock usage dropped 19%, while Paramount+ gained 24% in February as a result of its simultaneous carriage of the Super Bowl alongside CBS. Both platforms have also benefited from the appeal of new original programming, namely Ted 그리고 the Traitors on Peacock (1.3 billion minutes combined) and Halo on Paramount+, accounting for 1.2 billion viewing minutes.
2월은 플루토 TV, Tubi, Roku 채널이 각각 10%, 8.3%, 8.1%의 성장률을 기록하는 등 FAST 서비스에서도 큰 성과를 거둔 달이었습니다. YouTube도 2월에 전체 TV 사용량의 9.3%를 차지하며 플랫폼 최고 점유율을 기록했습니다.
브라이언 퓨어와 함께하는 2월 데이터 동향
방법론 및 자주 묻는 질문
How is ‘The Gauge’ created?
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.
모든 데이터는 각 시청 소스에 대해 기간을 기준으로 합니다. 방송 월을 나타내는 데이터는 보고 기간 동안 라이브+7 시청을 기준으로 합니다(참고: 라이브+7에는 라이브 TV 시청과 리니어 콘텐츠의 경우 최대 7일 후 시청이 포함됩니다).
What is included in “other”?
Within 게이지, “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 스트리밍 콘텐츠 등급 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.
What is included in “other streaming”?
"기타 스트리밍"으로 분류되는 스트리밍 플랫폼에는 개별적으로 분리되지 않은 텔레비전의 모든 고대역폭 동영상 스트리밍이 포함됩니다. 실시간 방송 및 케이블(선형) 프로그램을 제공하도록 설계된 앱(vMVPD 또는 Sling TV 또는 Charter/Spectrum과 같은 MVPD 애플리케이션)은 "기타 스트리밍"에서 제외됩니다.
리니어 스트리밍은 어디에 기여하나요?
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.
Hulu 및 YouTube의 라이브 스트리밍은 어떻게 되나요?
vMVPD 앱을 통한 선형 스트리밍(예: Hulu Live, YouTube TV)은 스트리밍 카테고리에서 제외됩니다. 스트리밍 카테고리 내의 'Hulu SVOD' 및 'YouTube 메인'은 리니어 스트리밍을 포함하지 않은 플랫폼의 사용량을 나타냅니다.
