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NEW YORK - February 18, 2025 – Nielsen’s January 2025 report of The Gauge™ revealed that TV viewing in January was up 5% compared with an already robust December, driven largely by current events and seasonal factors. Football again played a significant role in January’s monthly viewing uptick, with games across the NFL and NCAA drawing big audiences and contributing to share increases for both broadcast (+0.1pt., 22.5%) and cable (+0.6pt., 24.4%).
O jogo do campeonato da NFL AFC na CBS atraiu a maior audiência do mês, com 57,4 milhões de espectadores no domingo, 26 de janeiro, seguido pelo jogo do campeonato da NFC, que atraiu 44,2 milhões de espectadores na FOX no mesmo dia. A cobertura dos College Football Playoffs na ESPN, além de outros jogos de boliche, ajudou a impulsionar um aumento de 42% na audiência de esportes a cabo em janeiro. Além disso, os sete jogos do CFP incluídos no relatório de janeiro (quatro quartas de final, duas semifinais e o campeonato nacional) foram responsáveis pelas sete principais transmissões a cabo do mês, lideradas pelos 22,1 milhões de espectadores que assistiram ao jogo do campeonato nacional em 20 de janeiro.
January also highlighted how consumers’ viewing habits have evolved to become more flexible when seeking out preferred content across various distribution platforms. Prime Video exclusively streamed the NFL Wild Card playoff game between the Pittsburgh Steelers and the Baltimore Ravens on January 11, which in turn helped drive the second-highest day of streaming on record. Behind the current all-time high of 51.2 billion streaming minutes set on Christmas Day 2024, January 11, 2025 produced over 47 billion streaming minutes in total.
Outside of sports events, traditional television drew audiences by other means as well. Overall broadcast viewing was up 5.1% in January, benefiting from increases to drama series (+15%) and news (+18%). The top non-sports broadcast telecasts in January were an eclectic mix led by ABC’s New Year’s Rockin’ Eve with 17.9 million viewers, followed by the post-AFC Championship premier of Watson on CBS with 10.8 million, and the Golden Globe Awards on CBS with 9.7 million. Meanwhile, cable viewing exhibited a 7% monthly increase, and, in addition to the 42% lift in sports viewership, cable also benefited from a 26% increase in news viewing. FOX News Channel dominated non-sports telecasts this month, led by its Inauguration Day coverage.
Do ponto de vista do streaming, a visualização de streaming em janeiro aumentou 3% em relação a dezembro e a categoria foi responsável pela maior parcela da televisão, com 42,6%. Em uma base anual, o uso de streaming cresceu 21% em comparação com janeiro de 2024, e a categoria ganhou 6,6% de participação na exibição de TV.
Notável entre as plataformas de streaming:
- Netflix followed a robust December with an even stronger January, as viewership rose 7% to lead the streamer to a new platform record of 8.6% of TV. Netflix’s big month was due in large part to Jogo da Lula, which generated 9 billion viewing minutes as January’s top streaming title.
- O Roku Channel também ampliou sua sequência de crescimento e registrou o quarto mês consecutivo de melhor desempenho da plataforma, aumentando a audiência em 9% em janeiro, atingindo 2,1% da TV.
- As indicated in the December 2024 Gauge report, this marks the first month that Disney’s streaming entities (Disney+, Hulu and ESPN+) are consolidated into a single share. “Disney Streaming” began the year with a 4.7% share of TV. Azulado, which received Nielsen’s first ARTEY Award for top streaming title in 2024, was January’s second most-streamed program with 4.7 billion viewing minutes accumulated on Disney+.
- The Paramount+ original series Terrenista rounded out the top three streaming titles in January with 4.4 billion viewing minutes, and helped the streamer tie its platform best share with 1.4% of TV.
Note: Disney+, Hulu and ESPN+ viewing have been aggregated into a single total represented as “Disney Streaming” beginning with the January 2025 Gauge report. This change is due to Disney making Hulu and ESPN+ content available within the Disney+ app for certain subscribers, which could affect crediting between Disney’s streaming properties as it relates to The Gauge.
As datas de intervalo de janeiro de 2025 incluíram de 30/12/2024 a 26/01/2025. 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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