七个不同的平台提供了三月份收视率最高的流媒体节目。
流媒体电视的份额达到 43.8%，是迄今为止最大的份额。
奥斯卡颁奖典礼和《追踪者》占据了广播节目的主导地位，而篮球和新闻则是有线电视转播中的佼佼者。
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.
由于季节性变化的影响，3 月份的电视收视时间比 2 月份减少了 6%，但这并没有阻挡流媒体的发展势头。在竞争异常激烈的 3 月份，流媒体节目占电视使用时间的 43.8%，与 2 月份相比增加了 0.3 个百分点，主要原因是新上映的节目带动了多个平台的收视率。最值得注意的是，在 Gauge 月度报告中，3 月份收视率最高的 10 部流媒体影片首次由 7 个不同的平台发行：Prime Video、Hulu、Disney+、Max、Paramount+ Netflix 和 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.
* 注：以下流媒体服务的观看总人数已汇总到一个发行商总人数中，以便更好地代表这些公司的市场表现：
- 派拉蒙+和冥王星以 "派拉蒙流媒体 "为代表。
- Max 和 Discovery+ 被称为 "华纳兄弟 Discovery Streaming"。
- Disney+, Hulu and ESPN+ are represented as “Disney Streaming” (since Jan. 2025).
2025 年 3 月的区间包括 2025 年 2 月 24 日至 2025 年 3 月 30 日。尼尔森的报告遵循广播日历，测量周为周一至周日。
关于量具
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).
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