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HomeMarket ResearchStreaming climbs to new heights once more in April regardless of a...

Streaming climbs to new heights once more in April regardless of a dip in whole TV viewing – Nielsen

April marked one more milestone for streaming, as audiences spent greater than 30% of their whole TV time watching over-the-top video content material. That is the primary time streaming has eclipsed 30% of whole TV utilization. The elevated share was backed by virtually the identical quantity of streaming as in March, regardless of a 2.1% dip in whole TV viewing, which is seasonally reflective of utilization at first of spring.

As we’ve been monitoring, the progress of the streaming trade has welcomed an array of recent entrants, every with their very own roster of content material choices. That progress is mirrored within the rising engagement with the “different streaming” class, which has gained greater than two full share factors since Nielsen debuted The Gauge with Might 2021 TV viewing information. And in April, HBO Max grew its share to 1%, the edge for stand-alone illustration within the chart under. 

Whereas streaming quantity was flat on a month-over-month foundation, each broadcast and cable noticed a lower in viewing by 3% and a couple of.5%, respectively. Broadcast viewing was reflective of 14.7% much less drama viewing and a 38.2% drop in sports activities viewing. The dip in cable viewing was reflective of a 16.9% decline in information viewing, which was considerably balanced by a 17% improve in sports activities, fueled by the viewing of the NCAA basketball finals and NBA.

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 take a look at a few of the viewing modifications underpinning The Gauge.


The Gauge gives a month-to-month macroanalysis of how customers are accessing content material throughout key tv supply platforms, together with Broadcast, Streaming, Cable and Different sources. It additionally features a breakdown of the main, 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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