天气变冷和 NFL 季后赛促使 1 月份电视使用率上升

2024 年 1 月 13 日，观众的观看时长达到创纪录的 408 亿分钟

Chilly weather, coupled with the excitement of the NFL playoffs, helped boost total TV viewership 3.7% in January. While historically characteristic for the month, the uptick was perhaps more noteworthy because it was 1.4% above its level last year—a reporting period that was longer and wasn’t in short supply of new programming. In fact, January 2024 included three of the top 10 days with the most TV viewing since Nielsen began producing The Gauge in May 2021.

虽然橄榄球总是电视收视的主要驱动力，但比往年更冷的天气也对那些没有季节性降温的市场的电视收视起到了一定作用，其中塔尔萨和波特兰的电视收视分别增长了 10% 和 7%。而在坦帕，凉爽的气温和 "海盗队 "的季后赛之旅使电视收视率同比增长了 14%。

美国国家橄榄球联盟季后赛的威力也波及到流媒体领域，孔雀台播出的迈阿密海豚队和堪萨斯城酋长队之间的通配符比赛产生了将近 39 亿分钟的观看时长（包括堪萨斯城和迈阿密的本地观看时长），并帮助 2024 年 1 月 13 日摘得有记录以来日流媒体播放量最高的桂冠。在尼尔森记录的流媒体播放量最高的前 10 天中，2024 年 1 月总共占了 9 天，2023 年除夕（记录在 12 月间）勉强排在第 9 位。

In addition to colder weather, January welcomed the beginnings of new, scheduled drama programming, which accounted for a 20% increase in viewing on broadcast networks. NBC’s Chicago franchise (Chicago Fire, Chicago Med, Chicago P.D.) led the way, representing some of the first “new” scripted content of the broadcast TV season. Combined with a 36% rise in sports viewing, broadcast was able to grow its share of TV by 0.7 share points to end the month at 24.2% of TV. With the arrival of new programming still somewhat limited, however, broadcast viewing was down 20% compared with a year ago.

有线电视的收视率在 1 月份上升了 2.7%，但电视总使用率的上升导致电视份额下降了 0.3 个百分点，降至 27.9%。季节性因素在其中发挥了作用，观众不再观看节日主题电影，导致故事片收视率下降超过 19%。相比之下，新闻节目的收视率有所上升，占有线电视总收视率的 19%，其中福克斯新闻频道的《爱荷华市政厅》成为唯一进入有线电视收视率前十名的非体育节目（不包括体育评论）。虽然体育节目在有线电视上的收视率较低，但足球比赛占据了收视率最高的节目，其中包括元旦期间密歇根州与阿拉巴马州之间的大学橄榄球季后赛，该比赛以 2610 万的收视率位居榜首。

Like broadcast, streaming also benefited from the return of new scripted programming, with Fool Me Once on Netflix topping the list of most-watched programs with 6.5 billion minutes—the first time an original has topped the streaming charts since Queen Charlotte – A Bridgerton Story did so in May 2023. 蓝天, on Disney+, and Reacher, on Amazon Prime Video, were close behind, with 5.5 billion minutes and 4.3 billion minutes, respectively. In total, streaming usage was up 4.1% in January.

在平台层面，YouTube 连续 12 个月蝉联流媒体服务榜首。在 NFL 季后赛报道的推动下，Peacock 的使用量激增 29%，电视份额达到创纪录的 1.6%。Netflix 在本月的电视份额上升了 0.2 个百分点，达到 7.9%，这是自 2023 年 8 月以来的最高值；Roku 频道的使用率上升了 10%，使其电视份额回升到 1.1%。

二月，除了包括超级碗的收视率外，还将标志着一个简短的广播电视季的正式开始，这可能会抵消一些通常在 NFL 赛季结束后出现的收视率下降。由于春天的脚步还未临近，传统和流媒体频道不断推出的新内容可能会让观众持续关注，直到天气转暖。

Brian Fuhrer 一月份的数据趋势

The Gauge 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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