12월 TV 사용량 증가, 비디오 게임이 큰 폭의 상승세를 주도하다

새해 전야에 105억 분의 TV를 시청한 시청자 수

TV viewing in December continued its annual ascent to its seasonal January peak as usage increased 1.7% from November. Part of this was driven by younger audiences increasing their video game usage while away from the classroom during the winter break. That fact notwithstanding, the December interval included the day with the second-most viewing of the year (behind Super Bowl Sunday): TV viewers watched 105 billion minutes of programming on New Year’s Eve.

After four consecutive monthly gains, the broadcast category lost its momentum, as usage dipped 4.3% from November. Adults 25-34 drove the biggest declines, as they watched 13% less broadcast programming than in November. Sports remained hot, with NFL games accounting for 12 of the top 13 broadcast telecasts during the month. New Year’s Rockin’ Eve on ABC took the 13th spot. And while sports maintained the lion’s share (28.5%) of broadcast viewing, sports viewing dipped 3.5% from the previous month. The news genre was one of the few gainers, with usage increasing 6% to account for 12% share of broadcast.

여러 유명 스포츠 이벤트 덕분에 케이블 시청률은 11월보다 1.3% 증가했습니다. 실제로 2023년 12월 30일 NFL 경기, 오렌지 보울, NFL 크리스마스 이브 경기, 코튼 보울이 상위 4위를 차지하는 등 미식축구 경기가 상위 14개 케이블 방송의 대부분을 차지했습니다. 다양한 볼거리로 인해 케이블 스포츠 시청률이 8.4% 증가했지만, 장편 영화 장르가 12월 케이블 파이에서 가장 큰 비중을 차지(21.4%)하여 스포츠의 점유율(8.1%)의 세 배에 가까운 비중을 차지했습니다. 그러나 전체 TV 사용량으로 인해 케이블은 0.1% 점유율이 하락하여 28.2%의 점유율로 한 달을 마감했습니다.

Similar to broadcast and cable, streaming remained challenged by the scarcity of new content, yet a handful of titles started to arrive, including Leave The World Behind on Netflix, which accounted for 4.5 billion viewing minutes. That title, combined with Young Sheldon, the month’s runaway program winner with 6.7 billion viewing minutes, contributed to a 5.8% increase in Netflix viewing (Young Sheldon streams on Netflix and Max). In aggregate, streaming usage was up 1.2%, but it wasn’t enough to gain share, given the increase in total TV usage. Notable platform-level changes included a 6.6% increase in Tubi viewing that led to a 0.1 share bump and a 3.4% drop in YouTube usage that led to a loss of 0.4 share points.

Despite the record-breaking football season, this was not a typical fall TV season. The scarcity of new content across the entire ecosystem will soon turn the corner, with ramped-up production expected to begin delivering new scripted programming as soon as mid-January. Yet while the abbreviated broadcast and cable seasons won’t have the awareness and promotion that comes from fall sports, the recent streaming success of Young Sheldon 그리고 Suits highlights that the success of any one program isn’t limited to its original airing.

브라이언 푸어와 함께하는 12월 데이터 동향

게이지 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.

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