MoffettNathanson Research says Viacom has seen a 21% decline among 2-11 viewers over the past year, when looking at Nielsen live program plus seven days of time-shifted viewing from July 2014 to June 2015. In addition, there has been a 23% decline in 12-17 viewers and a 19% decline in 18-34 viewers.
“The continual decline in ratings for Viacom, and the rest of the cable network industry in general, has been nothing short of shocking,” writes Michael Nathanson of MoffettNathanson.
But he also adds that Viacom’s “ratings struggles among the youngest viewers appear more company-specific and reflective of a poor programming slate.”
The report also says that Walt Disney kids networks have been down 10% among 2-11 for the same time frame, the July 2014 to June 2015 period, 8% among 12- to-17-year-olds and 8% among 18- to-34-year-olds.
Only Time Warner, through its Cartoon Network and Adult Swim programming efforts, was able to show gains -- up 17% among 2-11 years-olds. Still, Time Warner was down 12% among teens 12-17 and off 9% among 18-34 viewers.
Viacom has a 26% share of all 2-11 viewers on an industrywide basis; with Walt Disney networks commanding a 33% share (Disney Channel does not air regular TV commercials). After this comes Time Warner -- through its Cartoon Network and Adult Swim programming efforts -- with a 10% share.
MoffettNathanson Research says for July, People Using TV (PUTs) among 2-11 are down 6%; with 12-17 year-olds off 11%; and 18-24, 15% lower. The company says collapse isn’t all from a typical shift in summer TV viewing behavior.