According to this indicator, traditional TV broadcasting gained 2 market share points in October to represent 28% of the total television audience over the month. Traditional television achieves a score identical to that of streaming. Streaming which remains stable compared to September, while cable loses 1 point to 37% of market share and other television reception methods lose 2 points to 6% of market share.
Sport and series boost TV audiences
Nielsen explains that two genres drew audiences for traditional television in October: sporting events which increased viewership by 22% compared to September and series which grew by 30%, due to the launch of new seasons. . These two types of content represented 35% of viewers’ TV time in October.
Stability of the streaming audience
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The streaming audience share remains stable month on month with three notable changes made by Nielsen:
– Linear broadcasters like Charter / Spectrum, DirecTV, SlingTV, which are included in the “other streaming” category, saw double-digit audience growth in October;
– Netflix gained one point in market share to 7% of total audience, with a 5.5% increase in minutes viewed thanks to high profile hits like “Squid Game”, “You” and “Maid”. . “
– Total viewing minutes on Amazon Prime Video and Disney + fell about 2.5%; Hulu’s audience declined 0.3%, while YouTube’s audience grew 2.2%, boosted by the company’s linear offering.
Debate around the measurement of audiences for streaming services
It should be noted that the audience of streamers, apart from that of Netflix, remains relatively modest compared to that of the mass of television channels. However, cumulatively, streaming is at the level of the audiences of traditional channels. 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 portfolio more than on the audiences of their programs. At a time when streaming takes more and more place in the leisure activities of the public, it seems obvious that the measurement of its performance can be validated with reliable and indisputable tools. A subject that concerns the United States, but also all the countries where television and streaming compete for our free time.
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