Sete plataformas diferentes oferecem os títulos de streaming mais assistidos em março.
O streaming atinge sua maior participação até o momento, com 43,8% da TV.
O Oscar e o Tracker dominam a transmissão, enquanto o basquete e as notícias representam as principais transmissões a cabo.
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.
O tempo gasto assistindo à TV em março caiu 6% em relação a fevereiro, com a entrada em vigor das mudanças sazonais, mas isso não interrompeu o impulso do streaming. Com 43,8% do uso da TV em março, a categoria de streaming aumentou sua participação no bolo de visualizações em relação a fevereiro (+0,3 pontos) em um mês excepcionalmente competitivo, pois os novos lançamentos de destaque impulsionaram a visualização em várias plataformas. Mais notavelmente - e pela primeira vez em um relatório mensal do Gauge - os 10 títulos de streaming mais assistidos em março foram distribuídos por sete plataformas diferentes: Prime Video, Hulu, Disney+, Max, Paramount+, Netflix e 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.
* Observação: Os totais de visualização entre os seguintes serviços de streaming foram agregados em um único total de distribuidor, em um esforço para representar melhor essas empresas à medida que elas entram no mercado:
- A Paramount+ e a Pluto são representadas como "Paramount Streaming".
- O Max e o Discovery+ são representados como "Warner Bros. Discovery Streaming".
- Disney+, Hulu and ESPN+ are represented as “Disney Streaming” (since Jan. 2025).
O intervalo de março de 2025 incluiu as datas de 24/02/2025 a 30/03/2025. Os relatórios da Nielsen seguem o calendário de transmissão com semanas de medição que vão de segunda a domingo.
Sobre o The Gauge™
O 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 O medidor do distribuidor de mídia, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.
Sobre a 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 e Instagram).
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