Nielsen (NYSE: NLSN) announced that The Gauge, its monthly total TV and streaming snapshot, revealed that in November 2021, time away from daily routines and the Thanksgiving holiday inspired consumers to spend 5% more time with TV each week in the month.
Broadcast television usage lost a share point, dropping to 27% of total usage. While sports viewing was up 7%, a decline in general drama (-12%) and sitcom (-7%) viewing contributed to the decrease. Consumers’ share of TV time for both cable and streaming remained flat at 38% and 28%, respectively.
Notable in this month’s iteration of The Gauge, the “Other” category gained a percentage point to hold 7% of TV time. This 1% growth was driven primarily by students using their time away from school and their studies to spend more time playing video games.
Looking at the streaming platforms themselves, according to data from Nielsen’s Streaming Platform Ratings, the foundation of The Gauge’s streaming insights, Disney+ gained a percentage point to capture 2% of total TV usage, as the platform’s viewership grew nearly 20%. This increase was bolstered by the availability of the platform’s kids audience, and the anticipated releases of Shang-Chi and The Beatles: Get Back documentary. Netflix usage remained steady with a 7% share, while Hulu and Amazon Prime Video collected 3% and 2%, respectively.
Measuring and monitoring consumers’ streaming behavior in a comparable way against linear TV usage is a critical source of information for the industry as content creators, media companies, streaming platforms, advertisers, industry groups, talent agencies and the talent themselves all seek clarity around the various video content that consumers engage with.