季节性因素导致本月电视总体使用率下降 3
Following seasonal viewing trends that typically begin in February, overall television usage in the U.S. dipped again in March. Despite declines across categories, cable and streaming saw their share of TV viewing increase in this month’s report of The GaugeTM as a result of smaller declines in viewing in these categories compared with the overall decline of 3% on a monthly basis. While these changes follow similar month-over-month trends from last year, they also point at larger shifts happening to Americans’ media habits.
女子体育的影响力与日俱增
Similar to March 2023, the NCAA “March Madness” tournament helped cable viewing hold steady and gain 0.7 share point, as the category saw a 43% bump in sports viewing, to finish the month with 28.3% of TV. However, unlike last year, which was driven almost exclusively by the men’s division, the NCAA women’s games charged onto TV screens this March.
事实上，3 月 25 日在 ESPN 上进行的爱荷华鹰队与西弗吉尼亚山地人队之间的 NCAA 女子篮球赛跻身当月有线电视转播的前十名（总排名第七）。而去年的同类比赛几乎没有进入有线电视转播的前 100 名。这还不包括四月份进行的八强赛、四强赛和冠军赛。
The appeal of the tournament among sports fans highlights the impact that high-demand content has on viewership, regardless of platform or channel, and also highlights a larger trend we’re seeing in the rise of women’s sports.
季节性还是媒体习惯的改变？
除了 "疯狂三月 "之外，2024 年电视从 2 月到 3 月的变化几乎与去年相同，反映了天气、假期、节假日等年度变化所带来的收视季节性。然而，随着我们对数据的深入研究，我们可以看到影响行业的更大转变的证据。
Following seasonal trends similar to the past few years, broadcast viewing fell 6% in March to finish with a 22.5% share of television. To add some perspective, when Nielsen released the first edition of the GaugeTM in May 2021, the broadcast category accounted for 25% of television viewing, and despite the continued declines, the category has been fairly resilient, with a less sharp drop than some might have expected.
相比之下，流媒体收视率与上月相比仅下降了 1%，但份额却增加了 0.8 个百分点，在 3 月份电视收视率中占 38.5%。没有哪个类别的年度变化比流媒体更为显著，因为它比一年前增长了 12%，份额增加了 4.4 个百分点。其中部分变化来自 FAST 频道提供商（PlutoTV、The Roku Channel 和 TubiTV），还有相当一部分是由有线电视网络内容推动的。
So while the cable category may be shrinking in terms of its share of television, cable content remains powerful with consumers. In addition to March Madness, the State of The Union address on March 7, which drew 32.2 million viewers in total (14.1 million on cable alone), reminds us that cable remains a news-driven category as six of the top 10 cable telecasts this month were related to the event. As we look toward November, cable will play a significant role in how audiences connect with news media ahead of the 2024 U.S. elections.
布赖恩-富勒的三月数据趋势
方法和常见问题
The Gauge"是如何制作的？
The data for The Gauge is derived from two separately weighted panels and combined to create the graphic. Nielsen’s streaming data is derived from a subset of Streaming Meter-enabled TV households within the National TV panel. The linear TV sources (broadcast and cable), as well as total usage are based on viewing from Nielsen’s overall TV panel.
所有数据均以每个收视源的时间段为基础。代表广播月的数据是基于报告区间内的 Live+7 观看次数（注：Live+7 包括电视直播观看次数和线性内容七天后的观看次数）。
What is included in “other”?
Within The Gauge, “other” includes all other TV usage that does not fall into the broadcast, cable or streaming categories. This primarily includes all other tuning (unmeasured sources), unmeasured video on demand (VOD), audio streaming, gaming and other device (DVD playback) use.
Beginning with the May 2023 interval, Nielsen began utilizing 流媒体内容评级 to identify original content distributed by platforms reported in that service to reclassify content viewed via cable set top boxes. This viewing will credit to streaming and to the streaming platform which distributed it. It will also be removed from the other category, where it was previously reflected. Content not identified as original within Streaming Content Ratings and viewed through a cable set top box will still be included in other.
What is included in “other streaming”?
Streaming platforms listed as “other streaming” includes any high-bandwidth video streaming on television that is not individually broken out. Apps designed to deliver live broadcast and cable (linear) programming (vMVPD or MVPD applications like Sling TV or Charter/Spectrum) are excluded from “other streaming.”
线性流媒体在哪些方面做出了贡献？
Linear streaming (as defined by the aggregation of viewing to vMVPD/MVPD apps) is excluded from the streaming category as the broadcast and cable content viewed through these apps credits to its respective category. This methodological change was implemented with the February 2023 interval.
Hulu 和 YouTube 上的直播流媒体如何？
流媒体类别中不包括通过 vMVPD 应用程序（如 Hulu Live、YouTube TV）进行的线性流媒体。流媒体类别中的 "Hulu SVOD "和 "YouTube Main "指的是不包含线性流媒体的平台使用情况。
