• by Wayne Friedman , April 22, 2020

Viewing of streaming content climbed sharply during the month of March in top U.S. Nielsen-measured markets -- with higher viewing spikes during 1 p.m. to 4 p.m. afternoon time periods -- as more people stayed at home during the day over the past three weeks due to the COVID-19 pandemic and stay-at-home state orders.

From 1 p.m. to 4 p.m., viewing of streaming content was up 74% to 87% during the week of March 23 compared to March 2 in the top 25 markets measured by Nielsen’s local people meters (LPM).

Over the same three-hour time period, streaming was up 56% to 67% in the next 31 markets measured by Nielsen TV set-meters.

Streaming grew 57% among persons 2 years and older to a 4.78 weighted market average rating in LPM markets, and was 46% higher in Nielsen TV set-meters to a 4.36 rating.

The highest streaming viewing overall continues to be between 8 p.m. and 10 p.m. -- up an average 48% in LPM markets (to around a 12.5 weight-market average rating among 25-54 viewers) and 40% more in set-meter markets (to around a 11 weight-market average rating among the 25-54 demographic).

Nielsen measures internet-connected device usage via any non-linear video from a connected device or smart TV.