New Nielsen Metric Finds Streaming 26% Of TV Viewing Time: Netflix, YouTube Tie For Largest Share
- by Karlene Lukovitz @KLmarketdaily, June 18, 2021
Streaming now accounts for 26% of all U.S. television viewing time, versus 39% for cable and 25% for broadcast, according to the first Nielsen report using a new metric dubbed “The Gauge.”
Gaming and viewing saved video content on DVR account for the remaining 9% of TV screen time. (The …
2 comments about "New Nielsen Metric Finds Streaming 26% Of TV Viewing Time: Netflix, YouTube Tie For Largest Share".
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It would be interesting to see this broken down by demo as I'm assuming it's an older demo that's carrying traditional linear viewing. Also, they did not include Twitch as a listed platform which is a huge miss by Nielsen.
I don't think that time spent is a new "metric" as all Nielsen is doing is tallying device usage and assuming that when content is on-screen it is being "viewed"---just as it has been doing for TV for a long time. Also, these stats can be misleading. When Nielsen reported previously that Netflix had a 7% share---that may have been among streaming homes not all TV homes, Also, what about broadband-only homes---roughly 6-8% of all households? If these homes don't have a TV set but get some TV content digitally, are they part of the base? Finally, as to rounding, a 6.5 share would round off to 7 while a 6.4 would round off to 6. Since we are being shown monthly data, which provides a large activity base for time spent calculations, perhaps Nielsen should show the unrounded shares instead of the rounded ones to avoid confusion and misinterpretation of the findings.