February TV engagement all the time lags January, which shines because the heaviest viewing month of the 12 months. This 12 months was no exception, regardless of the trifecta of the Tremendous Bowl, the Winter Olympics and the elevated demand for information of Russia’s invasion of Ukraine late within the month. January 2022 was a five-week month, together with the heavy utilization week proper after Christmas, which amplified its TV viewing prowess, leading to an excellent larger dip in February 2022 TV viewing than common: viewing was down 5.7% from January, beneath the 5% common over the previous 5 years.
January 2022 set the bar very excessive, as streaming surged and broadcast boomed to supply an 8% bump in complete viewership. However February wasn’t with out its excessive factors, because the Tremendous Bowl gave broadcast a leg up over the streamers having fun with its highest weekly share of viewing (28.7%) since October 2021. As is typical when world information breaks, cable and broadcast information viewing spiked in late February when Russia invaded Ukraine. Cable viewing elevated 54% in week 4, serving to cable information acquire one-fourth of all cable viewing (up from 16%-17%). Comparatively, broadcast information elevated by 6.3% to fifteen.3% within the closing week of the month, elevating the style to second-largest behind drama.
Whereas the Winter Olympics definitely boosted sports activities viewing within the month, a have a look at week-by-week broadcast viewing within the sports activities occasions style highlights the affect of Tremendous Bowl LVI.
The sports-heavy month was additionally a lift for streaming, as Peacock utilization hit all-time highs, because it carried each the massive sport and the winter video games. Peacock utilization peaked throughout Tremendous Bowl week, whereas remaining sturdy in the course of the Olympics. Exterior of sports activities, nevertheless, streaming’s share of viewing was largely flat month-over-month.
February was massive for video gaming, because the “different” class gained virtually a full share level as a result of elevated time shoppers spent video gaming in the course of the President’s Day vacation, and different winter breaks across the nation, amplified by the extremely anticipated launch of video games like Elden Ring, Horizon Forbidden West and Future 2.
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 gives 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 foremost, particular person streaming distributors. The chart itself exhibits the share by class and of complete tv utilization by particular person streaming distributors.
The information for The Gauge is derived from two individually weighted panels and mixed to create the graphic. Nielsen’s streaming knowledge is derived from a subset of Streaming Meter-enabled TV households inside the Nationwide TV panel. The linear TV sources (Broadcast and Cable), in addition to complete utilization are based mostly on viewing from Nielsen’s general TV panel.
All the information relies on a selected time interval for every viewing supply. The information, representing a 5 week month, features a mixture of Stay+7 for weeks 1 – 4 within the knowledge time interval. (Notice: Stay+7 consists of dwell tv viewing plus viewing as much as seven days later. Stay +3 consists of tv viewing plus viewing as much as three days later.)
Inside The Gauge, “Different” consists of all different TV. This primarily consists of all different tuning (unmeasured sources), unmeasured video on demand (VOD), streaming by way of a cable set prime field, gaming, and different machine (DVD playback) use. As a result of streaming by way of cable set prime packing containers doesn’t credit score respective streaming distributors, these are included within the “Different” class. Crediting particular person streaming distributors from cable set prime packing containers is one thing Nielsen continues to pursue as we improve our Streaming Meter expertise.
Streaming platforms listed as “Different Streaming” consists of any high-bandwidth video streaming on tv that isn’t individually damaged out.
Sure, Hulu consists of viewing on Hulu Stay and Youtube consists of viewing on Youtube TV.
Encoded Stay TV, aka encoded linear streaming, is included in each the Broadcast and Cable teams (linear TV) in addition to underneath Streaming and different streaming e.g. Hulu Stay, Youtube TV, Different Streaming MVPD/vMVPD apps. (Notice: MVPD, or multichannel video programming distributor, is a service that gives a number of tv channels. vMVPDs are distributors that combination linear (TV) content material licensed from main programming networks and packaged collectively in a standalone subscription format and accessible on units with a broadband connection.)