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HomeMarket ResearchCustomers give thanks for extra viewing time in November, in keeping with...

Customers give thanks for extra viewing time in November, in keeping with The Gauge – Nielsen


Amid the various dynamics affecting TV utilization, equivalent to program releases, sports activities seasons and even the climate, few have the identical impact as one of the fundamental: day off. In line with The Gauge, Nielsen’s whole TV and streaming snapshot, the Thanksgiving vacation and time away from our day by day routines impressed shoppers to spend 5% extra time with TV every week in November.

Regardless of the general improve in whole TV utilization throughout November, the rising tide didn’t carry all ships evenly. Notably, the time away from college gave college students the chance to spend extra time enjoying video video games (included within the “different” class, which gained a share level) and watching content material on Disney+.

In phrases whole TV utilization, there have been three main modifications in November:

  • Broadcast TV misplaced a share level, pushed by dips normally drama (-12%) and sitcom (-7%) viewing.
  • Sports activities viewing remained sturdy, with viewing up 7%—even with out the World Collection. 
  • The seasonal urge for food for characteristic movies drove a 12% improve in that class. The night animation class was a giant mover this month, pushed by two perennial overperformers: The Grinch and Rudolph The Pink Nosed Reindeer.

Among the many streamers, Disney+ was the one platform the place viewership drove a reported change, because the practically 20% improve in viewing time helped the platform recapture a share level of whole viewing. Two main elements drove the rise: the extra availability of the platform’s key viewers (children) and the Disney+ Day launch of Shang Chi and Jungle Cruise. Individually, Amazon Prime Video’s whole share remained flat at 2%, however the platform did see an 8% improve in whole minutes considered in contrast with October.

Take me to the methodology particulars beneath.

Watch the video to listen to Brian Fuhrer, SVP, Product Technique at Nielsen present a behind the scenes have a look at a few of the viewing modifications underpinning The Gauge.

METHODOLOGY AND FREQUENTLY ASKED QUESTIONS

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