According to this indicator, traditional television broadcasting gained 2 market share points in October to represent 28% of the total television audience for the month. Traditional television achieves an identical score to streaming. Streaming that remains stable compared to September, while cable lost 1 point to 37% market share and other television reception media lost 2 points to 6% market share.
Sports and series drive television audiences
Nielsen explains that two genres attracted audiences for traditional television in October: sporting events that saw viewership increase 22% since September and series that grew 30%, due to the launch of new seasons. These two types of content accounted for 35% of viewers’ television time in October.
Broadcast audience stability
Streaming audience share remains stable month-over-month with three notable changes made by Nielsen:
– Linear broadcasters like Charter / Spectrum, DirecTV, SlingTV, which are included in the “other broadcasts” category, posted double-digit audience growth in October;
– Netflix gained one point of market share to reach 7% of total viewership, with a 5.5% increase in minutes viewed thanks to high-profile hits such as “Squid Game,” “You” and “Maid.” “
– Total minutes of viewing on Amazon Prime Video and Disney + fell about 2.5%; Hulu’s audience declined 0.3%, while YouTube’s audience grew 2.2%, amplified by the company’s linear offering.
Debate around audience measurement for streaming services
It should be noted that the audience of streamers, apart from Netflix, is still relatively modest compared to that of the mass of TV channels. However, cumulatively, the broadcast is at the level of traditional channel audiences. But the figures published by Nielsen are less and less unanimous in the American media. On the one hand, Netflix has decided to publish a Top of its best consumptions, according to its own methodology; On the other hand, groups like Universal and Warner have expressed their dissatisfaction with the measures taken by Nielsen for their streaming services. These groups are used to communicating on the evolution of their subscriber base more than on the audiences of their programs. At a time when streaming increasingly occupies a place in the public’s entertainment, it seems obvious that the measurement of its performance can be validated with reliable and indisputable tools. An issue that concerns the United States, but also all the countries where television and streaming compete for our free time.
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