Total TV usage up 7.8% vs. October – Time
spent streaming increased over 10% – Thanksgiving is #2
most-watched day of TV in 2022
NEW
YORK, Dec. 15, 2022 /PRNewswire/
-- Nielsen's latest report from The Gauge, the media
measurement company's monthly snapshot of total TV and streaming
usage in the U.S., revealed that time spent watching television
climbed considerably in November, marking the second-highest month
of overall TV consumption in 2022, trailing behind January. The
Gauge reported five days in November with over 100 billion minutes
of TV viewing, including Thanksgiving Day (November 24) when audiences spent nearly 106
billion minutes in front of television screens. Thanksgiving ranked
as the No. 2 most-watched day of TV so far in 2022, second to
Sunday, January 16 which racked up
over 107 billion minutes that were largely driven by three NFL Wild
Card games.
Overall TV usage climbed 7.8% from October, and viewing volume
was up for all categories across The Gauge on a monthly basis.
Streaming saw the largest monthly increase in November with a 10.2%
bump in usage, which brought the category to 38.2% of total TV
viewing and set another record share for the digital format.
Compared with November 2021,
streaming usage grew by 41.2% and the category gained 9.7 share
points.
From a streaming platform perspective, Netflix, HBO Max and
YouTube all achieved double-digit viewing increases in November, up
13.1%, 12.2% and 11.8%, respectively versus October. Netflix also
saw the most significant monthly increase in share (+0.4) to finish
November with 7.6% of TV.
Viewing of linear television on MVPD (multichannel video
programming distributor) and vMVPD (virtual multichannel video
programming distributor) apps represented 5.8% of total television
usage and 15.2% of streaming usage in November (compared with 5.7%
and 15.4%, respectively, in October). YouTube TV accounted for
15.4% of YouTube viewing (1.4 share points), and Hulu Live made up
12.0% of Hulu viewing (0.5 share points). Broadcast and cable
content viewed through linear streaming apps also credits the
respective category.
Broadcast usage rose 6.7% from October, but due to the large
increase in total television usage, its share of TV dropped
slightly (-0.3 points) to 25.7%. Primarily driven by NFL
programming, World Cup coverage, and four World Series games,
broadcast sports viewing jumped 10.2% and accounted for the largest
share (32%) of the category's viewing total. Broadcast news viewing
was also up 14.6% compared with October, and viewing to the drama
genre declined by over 12%.
Total broadcast viewing in November was fairly similar compared
with the same month one year ago (-0.7%), and from a share
perspective, broadcast lost 1.6 share points. Additionally,
broadcast sports viewing was down 5.6% on the year, while broadcast
news viewing was up 19%.
Cable gained the smallest amount of monthly growth among viewing
categories in The Gauge (+4.2%) and ended November with 31.8% of
total TV usage, representing a monthly loss of 1.1 share points.
The increase in cable viewing was driven by the feature film genre,
which climbed 32.7% to make up 18.7% of cable's total, and cable
news (+1.4% on volume), which remained the top genre for the
category with 18.9%.
On a year-over-year basis, time spent watching cable content
declined 9.3% and the category lost 5.1 share points. A yearly
comparison also shows that cable sports and cable news viewing were
up 19.6% and 17.6%, respectively, versus November 2021.
About The Gauge
The Gauge is Nielsen's monthly
snapshot of total TV and streaming usage in the U.S. It is
underpinned by Nielsen's TV ratings service, in addition to
Streaming Platform Ratings which provides clients with audience
measurement data that details the amount of time consumers spend
streaming and on which platforms. This broad look at platform usage
provides complimentary insights to Nielsen Streaming Content
Ratings, which details viewing to subscription-based video on
demand (SVOD) content at the title, program and episode level. By
showcasing both the micro and macro-level data sets, the industry
has a full picture of how this media is being consumed, as well as
when and by whom.
Nielsen's approach to audience measurement, which leverages a
geographically representative panel of real people and big data, is
built for the future of media consumption. With The Gauge, the
future of TV consumption is visible in a single view. The latest
edition of The Gauge is always available at
www.nielsen.com/thegauge.
Note: As of September 2022, the
streaming category is reported on a Live+7 viewing basis. It was
previously reported on a live-only basis. This change tracks with
the growth of linear streaming on MVPDs (such as cable provider
apps) and vMVPDs (such as Youtube TV and Hulu Live), and the impact
of time-shifted viewing on these platforms.
About Nielsen
Nielsen shapes the world's media
and content as 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 audiences—now and into the future. Nielsen
operates around the world in more than 55 countries. Learn more
at www.nielsen.com and connect with us on
social media (Twitter, LinkedIn,
Facebook and Instagram).
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SOURCE Nielsen