TV consumption declines as streaming platform rises to 34.3%
By Felicia Nwosu
Nielsen, the global leader in audience insights, data and analytics, through its recent report as the Gauge, has shown that the month of February experienced a downward trend with a slower-moving TV consumption which indicated that the total time of watching TV for persons two years of age and up declined 5.1% compared to January.
It also mentioned that the streaming platform recorded a remarkable increase as it continued to pace upwards by adding 1.5 percentage points from January to a leading 34.3% share of time spent viewing, which is another plus for the digital video format.
This is in spite of the fact that all other major categories fell.
In other words, Tubi, the free, ad-supported streamer was added to The Gauge as a separate streaming platform in the month, coming in with a 1% share. It tops competitor Pluto TV’s 0.7%. Pluto TV was added to The Gauge in September 2022.
According to the Gauge, YouTube, excluding YouTube TV was at a 7.9% share, the largest among all streaming platforms. Also, broadcast dipped 9.2% from the previous month to a 23.8% share as a result of the NFL season ending in the previous month (except for the Super Bowl). While Cable TV viewing dropped 5.7% versus January, to a 30.2% share. Like broadcast, cable suffered due to lower sports viewing down 34% in February.
The global leader in audience insights noted that year-over-year, compared to February 2022, broadcast viewing time was down 8%, while cable TV dropped 14.1%. Streaming was 20% higher compared to a 28.7% share in February 2022.
It also reassured viewers that to accurately reflect consumer viewing, beginning with the February 2023 period, it promised that the viewing that occurs through streaming apps via MVPD and vMVPD will no longer be credited to the streaming category.
“Removing MVPD/vMVPD [including YouTube TV, Hulu Live, DirecTV, Charter/Spectrum] viewing from streaming ensures that it is not counted twice, therefore providing a more accurate representation of what audiences are watching.”
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