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6 月份儿童电视使用率上升,90% 的增长来自非传统渠道

5 分钟阅读 | 2023 年 7 月

Streaming captures 37.7% of total TV viewing; Paramount+ enters with 1% of TV usage

As kids closed their books to end another school year, TV usage trends in June began to turn the corner after a four-month seasonal lull that began in February. For kids 2-17, streaming and video gaming provided a nice break from the classroom—and a 2.2% increase in total TV usage across all age groups.

Among kids 2-17, non-traditional TV options accounted for 90% of their increased usage. Kids 2-11 increased their TV time by 16.3%, while kids 12-17 spent 24.1% more time with TV compared with May.

  • Among kids 2-11, streaming accounted for 62% of the increase, and “other” usage accounted for 30%, primarily attributed to video game console usage.
  • Among kids 12-17, the increased time was fairly evenly split at 43% and 46% for streaming and other, respectively.

Compared with relatively flat cable usage and a 6.6% drop in broadcast usage, streaming usage jumped 5.8% to secure 37.7% of total TV, a new high-water mark. S.W.A.T. played a big role in that increase, attracting almost 5 billion minutes after becoming available on Netflix in mid-May alongside Hulu and Paramount+. Star Trek: Strange New Worlds was another audience pleaser, generating almost 1 billion minutes of viewing after season 2 dropped in mid-June. The boost helped Paramount+ capture 1% of TV viewing and obtain stand-alone coverage in The GaugeTM. Other streaming highlights included:

  • Tubi TV was the leading FAST service, as usage increased 12.1% to account for 1.4% of TV usage (up from 1% in February 2023 and tied with Max).
  • Disney+ benefited from increased kids viewing, as usage grew 11.9% to account for 2% of TV.
  • Max usage jumped 16.5% to gain 0.2 share points.
  • YouTube usage inched closer to 9% of TV usage, and Netflix gained 0.3 share points to capture 8.2% of TV.

Within traditional TV programming, cable and broadcast usage reflected trends that are typical for summer. Broadcast viewing accounted for just 20.8% of total TV, reflecting a new low-water mark. Cable usage inched up 0.4% on the strength of feature films (up 10%) and news (up 6.6%), but lost 0.6 share points due to the increase in total TV usage. The NBA Conference finals were the top program on cable, but they weren’t enough to offset a 38% drop in sports viewing on cable. Comparatively, they helped drive a 31.7% increase in sports viewing on broadcast. On a year-over-year basis, broadcast usage was down 5.6% and cable viewing was down 11.6%.

Even with minimal new programming on broadcast and cable, the expanding array of streaming options and engaging content showcases the ongoing attraction of the TV—and everything it provides access to. That access may become critical for those who opt to seek refuge from the rising heat and wait out the dog days of summer indoors with all that our TVs can now deliver right to our living rooms.

 

该指标每月对观众在主要电视传播平台上的收视行为进行宏观分析,包括广播、流媒体、有线电视和其他来源。它还包括主要流媒体分发商的细分。图表本身代表了每月电视总使用量,并按类别和各个流媒体分发商细分出收视份额。

方法和常见问题

量表 "是如何制作的?

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直播+7 收视率(注:直播+7 包括电视直播收视率和最多七天后的线性内容收视率)。

其他 "包括哪些内容?

在《指标》中,"其他 "包括不属于广播、有线或流媒体类别的所有其他电视使用。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)、音频流、游戏和其他设备(DVD 播放)的使用。

从 2023 年 5 月开始,尼尔森开始利用 "流媒体内容收视率"(Streaming Content Ratings)来识别由该服务中报告的平台分发的原创内容,从而对通过有线电视机顶盒观看的内容进行重新分类。这些观看内容将记入流媒体和分发内容的流媒体平台。它也将从其他类别中移除,因为其他类别之前也反映了该内容。在 "流媒体内容评级 "中未被确定为原创的、通过有线电视机顶盒观看的内容仍将包含在 "其他 "中。

其他流媒体 "包括哪些内容?

列为 "其他流媒体 "的流媒体平台包括任何未单独细分的电视高带宽视频流媒体。其他流媒体 "不包括旨在提供直播和有线(线性)节目的应用程序(VMVPD 或 MVPD 应用程序,如 Sling TV 或 Charter/Spectrum)。

线性流媒体在哪些方面做出了贡献?

线性流媒体(由 vMVPD/MVPD 应用程序聚合观看所定义)不包括在流媒体类别中,因为通过这些应用程序观看的广播和有线电视内容归入各自的类别。 这一方法上的变化已在 2023 年 2 月区间实施。

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。

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