夏季奥运会推动了广播和流媒体的增长，孔雀节目增长了 33%。
流媒体占电视份额的 41.4%，是The Gauge历史上所有收视形式中最大的份额。
YouTube 成为首个电视收视率突破 10%的流媒体平台。
NEW YORK - August 20, 2024 – Streaming made TV history for a second consecutive month in July as it notched the most dominant performance by a single viewing category ever in Nielsen’s The Gauge™, accounting for 41.4% of TV viewing. Streaming levels were over 5% higher in July compared to June, leading streaming to grow its share of TV by more than a point (+1.1 pt.) and shatter the previous record it set just last month.
7 月份，巴黎夏季奥运会也拉开了帷幕，尽管 7 月份的 Gauge 报告只包含了三天的报道，但奥运会对电视收视的影响显而易见。7 月份的电视总使用量与上月相比增长了 2.3%，与 2023 年 7 月相比增长了 3.5%。本月广播节目收视率略有上升，占电视收视率的 20.3%，但与一年前相比上升了 5%。与 2023 年 7 月相比，广播节目的收视率提高了 0.3 个百分点，而 2023 年 7 月广播节目的收视率为历史最低（20.0%）。如果按周分列电视使用情况，7 月最后一周奥运报道的开始将广播平均电视使用率推高至 22% 以上。在 7 月份的报告中，奥运会占据了广播电视播放的前五名，前十名中占据了七名，其中 7 月 28 日（星期日）NBC 电视台的平均收视人数最多，达到 1900 万，这一事实进一步强调了这一点。
Peacock’s coverage of the Olympics vaulted the streamer to 1.5% of TV (+0.3 pt.) and its second best share of TV ever (behind 1.6% in Jan. 2024). Also boosted by viewing to Love Island USA, Peacock’s 33% monthly usage increase in July was the largest for any streaming platform in The Gauge. It was followed by two more streamers with double-digit monthly increases: Amazon Prime Video viewing was up 12% from June to notch 3.4% of TV (+0.3 pt.), its best since November 2023. The Roku Channel was up 10% and added 0.1 point to achieve a platform best 1.6% of TV.
July is typically a peak month for streaming usage, and this year, each week of the July interval* led to the top four most streamed weeks ever reported by Nielsen. The streaming fireworks kicked off with a notable week in Nielsen’s Streaming Top 10 when, for the first time ever, 10 titles exceeded 1 billion viewing minutes. What’s more, July 2024 now holds four of the top 10 most streamed days on record.
YouTube became the first streaming platform ever to exceed 10% of total TV usage in July. The most popular streamer shot up 7% versus last month, accounting for 10.4% of TV usage (+0.5 pt.). This comes after YouTube hit 9.9% of TV in June and secured the second largest share of TV viewing among all media distributors.
House of the Dragon on Max topped streaming programs in July with 4.7 billion viewing minutes, also helping to drive an increase of over 4% for the streamer to retain its 1.4% share of TV. It was followed by 蓝天 on Disney+ with 4.3 billion viewing minutes in July. Disney+ usage was up 9.2% this month to finish with a platform best 2.1% of TV. Prime Video’s original series The Boys was third among streaming programs with 4.2 billion viewing minutes.
7 月份的有线电视收视率与 6 月份持平，但由于整体电视使用率增幅较大，该类别收视率下降了半个份额点，月末电视收视率为 26.7%。在共和党全国代表大会和前总统特朗普遇刺未遂事件报道的推动下，7 月份有线电视新闻收视出现强劲增长。与 6 月相比，新闻类节目增长了 23%，与 2023 年 7 月相比增长了 52%。在 7 月份收视率最高的 25 个有线电视节目中，福克斯新闻频道占据了其中的 24 个。
* 2024 年 7 月的测量月包括四个星期：2024 年 7 月 1 日至 2024 年 7 月 28 日。尼尔森测量周从周一开始，一直持续到下一个周日。
关于The Gauge™
测量仪 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 媒体分销商仪表, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.
关于尼尔森
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, 在 Facebook 上 和 Instagram).
新闻联系人
劳伦-帕布斯特
lauren.pabst@nielsen.com
