By Jonathan Easton
Streaming captured its largest-ever share of total TV usage in March in the US.
According to monitoring firm Nielsen, streaming made up 29.7 per cent of overall television viewing time in March 2022. Cable viewing still made up the majority of TV usage in the market, with 36.9 per cent, while broadcast viewing was down 1.1 per cent from February to 24.9 per cent.
The decrease in broadcast viewing is largely attributed to a lighter sports calendar, with February featuring the Winter Olympics and Super Bowl.
Overall, total TV usage in the US was down in March by 4.2 per cent from February. Cable news viewing drove a 1.6 per cent increase on Cable, up 14 per cent and accounting for 21 per cent of all cable viewing due to coverage of Russia’s invasion of Ukraine.
In terms of streaming, Netflix made up the majority of viewing time with 6.6 per cent of all time spent watching TV in March. YouTube, including YouTube TV, followed at 6 per cent, while Hulu, Prime Video and Disney+ made up 3.3 per cent, 2.3 per cent and 1.8 per cent respectively. Other streamers, such as Paramount+, HBO Max and Peacock made up 9.8 per cent of all TV viewing in the period – up 0.3 per cent as alternative streamers gather steam.https://www.digitaltveurope.com
