Insight of the Day: Nielsen: US streaming viewership hits record high

Detailed Findings

1. Total TV Viewership:

   • Reached a nine-month high, increasing 5% compared to October.

   • Driven by sports, the presidential election, and live streaming.

2. Broadcast:

   • Up 3%, accounting for 23.7% of total TV viewing.

   • Sports events like the MLB World Series (10 billion viewing minutes) and NFL games contributed significantly.

3. Cable:

   • Held 25% of total viewing, peaking at 26.5% during election week.

   • Cable news surged 32% during the election period, with 48 billion viewing minutes.

4. Streaming:

   • Record 41.6% share (+7.6% from October).

   • Netflix led with "The Lincoln Lawyer" (3.9 billion minutes) and Jake Paul vs. Mike Tyson boxing match.

   • Platforms like Roku (+12%), Prime Video (+10%), and YouTube (+10.8%) achieved record shares.

   • Peacock grew by 0.2 points, bolstered by "Despicable Me 4."

Reasons for Success

1. Diverse Content:

   • Sports, election coverage, and original streaming content provided varied entertainment.

2. Flexibility in Viewing:

   • Streaming platforms offered alternatives to traditional news-heavy programming.

3. Seasonal Factors:

   • November's pre-Thanksgiving period encouraged more family-oriented and leisure viewing.

4. Major Events:

   • Live sports (World Series, NFL), culturally significant elections, and high-profile streaming exclusives drew mass audiences.

Trend Reflected

• The steady shift from traditional TV to streaming continues, with streaming now holding a dominant 41.6% share of TV time.

• Consumers increasingly seek on-demand and diverse content, turning away from traditional appointment-based TV.

Consumer Motivation

1. Escape from News Fatigue:

   • Streaming offered a break from election-heavy traditional TV.

2. High-Quality Original Programming:

   • Shows like "The Lincoln Lawyer" and exclusive live events attracted loyal viewers.

3. Convenience:

   • On-demand streaming allows viewers to control when and how they consume content.

Big Social Drive Reflected by Trend

• Customization and Control: Modern audiences prioritize content that aligns with personal schedules and preferences over traditional broadcast schedules.

• Community Building: Events like live sports or high-profile election coverage drive collective engagement and discussion across platforms.

Big Social Trend

• Digital-First Consumption:

  • The continued dominance of streaming reflects society’s preference for digital and on-demand media.

  • Platforms leveraging personalization, community interaction (e.g., live streams), and diverse programming thrive.

Strategy to Follow by Brands

1. Leverage Streaming Platforms:

   • Invest in ads and partnerships with platforms showing high growth (e.g., YouTube, Roku, Prime Video).

2. Engage Around Live Events:

   • Use live events (sports, elections) to create contextual and real-time marketing campaigns.

3. Focus on Targeted Advertising:

   • Personalize messaging for niche audiences on platforms that offer granular targeting.

Strategy to Follow by Producers

1. Prioritize High-Quality Originals:

   • Develop binge-worthy and culturally relevant series to drive platform subscriptions and engagement.

2. Invest in Live Events:

   • Secure rights to live sports and events, which continue to draw massive viewership.

3. Diversify Content Formats:

   • Include both short-form and long-form content to cater to varied consumer preferences.

4. Localize Content:

   • Create regional and culturally resonant programming to tap into global audiences.

Source: https://advanced-television.com/2024/12/11/nielsen-streaming-viewership-hits-record-high/