Media Stats: YouTube Reins Supreme And Cable Gets A Boost
Broadcast: Since January 2023, broadcast has consistently been decreasing; starting the year off with 24.9% in TV trending, 23.8% in February, and lastly 23.3% in the month of March. Given its track record, Nielsen data shows in January Broadcast Total Day | Persons 2+ fell from 24.9%, February to 23.8%, to March 23.3%.
Cable: Cable saw a huge turnover in viewers giving cable its first boost since August 2022. Cable is no longer the only gainer in the month of March, with viewing up 0.6%. Nielsen data for March 2023 shows that, in comparison to January [30.4%] and February [30.2%], Cable Total Day | Persons 2+ grew by 0.9%, equaling out to 31.1% for the month of March. On a year-over-year basis, cable viewing is down 13.7% (5.9 share points).
Streaming: Streaming is down by 0.2 share points in March, its first loss of share since August 2022 by 0.1 points. Nielson Total Day | Persons 2+ shows a dramatic decrease in percentage for streaming dropping 4.0% since January [38.1%] and 0.2% in contrast to February [34.1%] by 0.2%. Even though streaming usage was down the category remains up by a third on a year-over-year basis (almost 8 shares). Streaming’s share of TV trending saw a slight increase in January from 32.8% to 34.3% in the month of February to a slight drop of 0.2% in March to 34.1%.
Breaking down the overall percentage of streaming for the month of March; For the third month in a row, YouTube has accounted for the highest portion in streaming leading at 7.8%. Netflix holding tight for second place at 7.3%, Hulu in third place at 3.3.%, following Amazon Prime video at 2.9%, Disney at 1.8%, HBOMax at 1.2%, Peacock at 1.1%, Tubi at 1.0%, and lastly Pluto at 0.8%.
Nielson March 2023
According to Nielson’s March 2023 data, in comparison to Nielson’s February 2023 data, P2+ (the total audience regardless of demographic), YouTube fell 0.1% from 7.9% to 7.8%; Netflix stabilized at 7.3%; Hulu stabilized at 3.3%; Prime Video fell 0.1% from 3.0% to 2.9%; Disney+ stabilized at 1.8%; HBO Max fell 0.1% from 1.3% to 1.2%; Peacock stabilized at 1.1%; Tubi stabilized at 1%; and Pluto raising from 0.7% to 0.8%; other streaming stabilized at 6.8%.
Other: Other content devices streaming through unmeasured sources like Roku, VOD, gaming devices, etc. made a huge leap in Nielson Total Day | Persons 2+, starting off with their lowest percentage of 6.6%, jumping to 11.7% in February, and slight decreasing to 11.6% in March. In terms of TV trending the “other” category has been on the decline falling from 11.9% in January, 11.7% in February, to 11.6% in March. The streaming trended category shows the same trend falling from 7.1% in January to stabilizing at 6.8% in the month of February and March.
Streaming platform Pluto had the biggest gains this month, increasing by 4.6% in usage, putting its shares back up to 0.8%. Peacock viewing also increased by 3.1%, stamping a high of 1.1% in total TV usage. Nielsen data for March 2023 shows that in comparison to February 2023, other streaming platforms fell 0.1% from 11.7% to 11.6%.