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HomeMarket ResearchCould ushers in the summertime of streaming – Nielsen

Could ushers in the summertime of streaming – Nielsen

Very similar to many actions, tv viewing has historic norms, a lot of that are pushed by the calendar. The expansion of streaming, nevertheless, continues to vary historical past, as streaming viewership hit one more new excessive in Could, claiming 31.9% of whole TV time.

Could is traditionally the month when TV viewership is at its lowest, and this 12 months fell in keeping with that pattern, as whole time with TV fell 2.7%. In contrast with broadcast and cable viewing, nevertheless, streaming utilization elevated by 2%, amplified by the discharge of Obi-Wan Kenobi on Disney+ and season 4 of Stranger Issues on Netflix. The urge for food for these titles was important, serving to the 2 platforms entice large viewership because the packages dropped: Disney+ attracted 2.5% of the whole TV share  on Could 27, and Netflix claimed 9.0% on Saturday, Could 28.

Additionally in keeping with historic norms, broadcast and cable viewing each declined in Could, as viewing quantity fell 3.5% for every. Drama continued to drive broadcast viewership, with procedural crime dramas like NCIS, FBI and Blue Bloods serving to the style seize one-third of the printed viewing. Whereas cable information viewing was down 4.2% in Could, sports activities viewing was up 7%, accounting for 9% of whole cable viewing. Notably, NBA playoff video games accounted for the highest six most-viewed cable packages through the month. 

Summertime marks a lull interval for conventional tv, and it may very well be an inflection level for the adoption of the increasing streaming platforms. Keep tuned for future iterations of The Gauge as we proceed to map these developments.

Take me to the methodology particulars under.

Watch the video to listen to Brian Fuhrer, SVP, Product Technique at Nielsen present a behind the scenes have a look at among the viewing modifications underpinning The Gauge.


The Gauge supplies a month-to-month macroanalysis of how shoppers are accessing content material throughout key tv supply platforms, together with Broadcast, Streaming, Cable and Different sources. It additionally features a breakdown of the key, particular person streaming distributors. The chart itself exhibits the share by class and of whole tv utilization by particular person streaming distributors.



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