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Streaming hits all-time weekly excessive in December, in line with The Gauge – Nielsen
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Streaming hits an all-time weekly high in December, according to The Gauge – Nielsen
through Adam | January 13, 2022
From a viewer perspective, streaming was the clear outlier during Christmas week, as Americans watched a total of 183 billion minutes – an all-time high – on the growing supply of over-the-top platforms. It was enough to surpass the 160 million streaming minutes watched in March 2020, when the US started watching less TV. The surge in streaming viewing gave streamers 33% of total TV viewership in the week ended December 31, which was the highest according to KMU.
From a reporting perspective, this month’s The Gauge expands the granularity of the data we provide. We’ve increased the viewer share calculation to show an extra decimal place instead of rounding. Using this data, you can see the month-to-month variations in viewership. In December, TV usage fell by a percentage and the “Other” category, which includes video-on-demand content, cable set-top box streaming, gaming and DVD usage, gained due to video games over the period At the time, a 1.6% share was considered a “first season” in this category. Overall streaming was consistent at 28%.
Let me take you to the details of our methodology.
You can catch Brian Fuhrer (SVP Product Strategy, SME) giving a behind-the-scenes look at some of The Gauge’s display adjustments.
METHODOLOGY and FREQUENTLY ASKED QUESTIONS
Monthly macro analysis by The Gauge of consumer access across major television platforms, including broadcast and streaming. This table contains information about the top streaming providers. This chart shows each streaming distributor’s share of each category and total TV usage.
The gauge data is created from two separate weighted panels. SME’s streaming data comes from a subset of Streaming Meter-enabled TV homes within the national TV panel. The linear TV sources (broadcast and cable) as well as the total consumption are based on the view across the entire TV panel of SME.
The data is based on a specific observation period. The data representing a 5 week month includes a combination of Live+7 for weeks 1 – 4 in the data period. Note: Live+7 also includes live TV ads and ads for up to seven additional days. You can watch up to 3 days after the broadcast, and live +3 is TV.
Within The Gauge, “Other” includes all other TVs. It includes any tuning other than that shown, unmetered sources, streaming through a cable box, games or other devices (DVD playback). Since streaming via cable set-top boxes does not credit the respective streaming distributors, these are included in the “Other” category. SME will continue to work toward crediting individual streaming distributors via cable set-top boxes as we improve our Streaming Meter technology.
Streaming platforms listed as “Other Streaming” include any high bandwidth video streaming on TV that is not itemized individually.
Hulu Live Viewing is included with Hulu, and Youtube Viewing includes Youtube TV.
The encoded live TV (or encoded linear streaming) is available under both the broadcast and cable groups. Hulu TV, Youtube TV and other streaming MVPD/vMVPD apps. MVPD is a multi-channel video program distributor. This service offers several TV channels. Distributors that aggregate TV programming from multiple networks are referred to as vMVPDs. They offer a subscription that allows independent access to the content.
