7개 플랫폼에서 3월에 가장 많이 시청한 스트리밍 타이틀을 제공합니다.
스트리밍은 TV의 43.8%로 역대 최대 점유율을 달성했습니다.
오스카 시상식과 트래커가 방송을 장악하고 있으며, 농구와 뉴스는 케이블 방송에서 가장 인기 있는 프로그램입니다.
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.
3월의 TV 시청 시간은 계절적 요인으로 인해 2월에 비해 6% 감소했지만 스트리밍의 성장세를 막지는 못했습니다. 3월 TV 사용 시간의 43.8%를 차지한 스트리밍 카테고리는 여러 플랫폼에서 눈에 띄는 신작이 시청률을 견인하면서 경쟁이 치열했던 2월 대비 시청 파이에서 차지하는 비중이 증가(+0.3%포인트)했습니다. 가장 주목할 만한 점은 월간 게이지 보고서 사상 처음으로 3월에 가장 많이 시청한 스트리밍 타이틀 10편이 7개 플랫폼에 분산되어 있었다는 점입니다: 프라임 비디오, 훌루, 디즈니+, 맥스, 파라마운트+ 넷플릭스, 애플 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.
* 참고: 다음 스트리밍 서비스 간의 시청 합계는 해당 회사가 시장에 진출할 때 더 잘 나타내기 위해 단일 유통업체 합계로 집계되었습니다:
- 파라마운트+와 플루토는 "파라마운트 스트리밍"으로 표시됩니다.
- Max 및 Discovery+는 "워너 브라더스 디스커버리 스트리밍"으로 표시됩니다.
- Disney+, Hulu and ESPN+ are represented as “Disney Streaming” (since Jan. 2025).
2025년 3월 간격에는 2025년 2월 24일부터 2025년 3월 30일까지의 날짜가 포함되었습니다. 닐슨 보고는 월요일부터 일요일까지의 측정 주간이 포함된 방송 캘린더를 따릅니다.
더 게이지™ 소개
게이지™ 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 미디어 배포자 게이지, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.
닐슨 소개
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, 유튜브, Facebook 그리고 인스타그램).
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