Audiences spent more than 30% of their total TV time with streaming; HBO Max captures 1%
April marked yet another milestone for streaming, as audiences spent more than 30% of their total TV time watching over-the-top video content. This is the first time streaming has eclipsed 30% of total TV usage. The increased share was backed by almost the same volume of streaming as in March, despite a 2.1% dip in total TV viewing, which is seasonally reflective of usage at the start of spring.
As we’ve been tracking, the growth of the streaming industry has welcomed an array of new entrants, each with their own roster of content offerings. That growth is reflected in the rising engagement with the “other streaming” category, which has gained more than two full share points since Nielsen debuted The Gauge with May 2021 TV viewing data. And in April, HBO Max grew its share to 1%, the threshold for stand-alone representation in the chart below.
While streaming volume was flat on a month-over-month basis, both broadcast and cable saw a decrease in viewing by 3% and 2.5%, respectively. Broadcast viewing was reflective of 14.7% less drama viewing and a 38.2% drop in sports viewing. The dip in cable viewing was reflective of a 16.9% decline in news viewing, which was somewhat balanced by a 17% increase in sports, fueled by the viewing of the NCAA basketball finals and NBA.
观看视频,聆听尼尔森产品战略高级副总裁 Brian Fuhrer 在幕后介绍支撑 The Gauge 的一些收视变化。
方法和常见问题
该指标每月对消费者如何通过主要电视传输平台(包括广播、流媒体、有线电视和其他来源)获取内容进行宏观分析。它还包括主要流媒体发行商的细分。图表本身显示了各个流媒体分发商在各类电视和电视总使用量中所占的份额。
The Gauge 的数据来自两个单独加权的面板,然后合并成图表。尼尔森的流媒体数据来自全国电视面板中支持流媒体计费器的电视家庭子集。线性电视资源(广播和有线电视)以及总使用量基于尼尔森整体电视面板的收视情况。
所有数据均基于每个观看源的特定时间段。代表 5 周月份的数据包括数据时间段内第 1 - 4 周的 Live+7 组合。(注:Live+7 包括电视直播观看和七天后的观看。Live +3 包括电视直播观看和三天后的观看)。
在《标准》中,"其他 "包括所有其他电视。这主要包括所有其他调谐(未测量来源)、未测量的视频点播(VOD)、通过有线电视机顶盒的流媒体、游戏和其他设备(DVD 播放)的使用。由于通过有线电视机顶盒进行的流媒体播放不计入各流媒体分发商,因此将其归入 "其他 "类别。通过有线电视机顶盒计入各个流媒体分发商是尼尔森在加强流媒体计量表技术的过程中不断追求的目标。
列为 "其他流媒体 "的流媒体平台包括未单独列出的任何高带宽电视视频流媒体。
是的,Hulu 包括在 Hulu Live 上观看,Youtube 包括在 Youtube TV 上观看。
编码直播电视,又称编码线性流媒体,包括在广播和有线电视组(线性电视)以及流媒体和其他流媒体(如 Hulu Live、Youtube TV、其他流媒体 MVPD/vMVPD 应用程序)中。(vMVPD是将从主要节目网络获得授权的线性(电视)内容整合在一起,以独立订阅的形式打包,并可通过宽带连接的设备访问的分销商)。