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The first streaming-only NFL playoff game helped mark the biggest day on the streaming platform ever measured by Nielsen.
The monthly profile of TV usage in January published by the viewer rating provider shows that January was up 3.7 percent compared to December, with the total time spent watching TV at a higher rate than during the pandemic lockdown period. Excluding March and April 2020, it was the highest in the past four years. Streaming platforms (36 percent of total TV usage) and broadcast networks (24.2 percent) both increased their viewing share from December. Cable TV viewing also increased slightly in January, but not as much as overall TV usage, so the percentage dropped by three-tenths of a point to 27.9%. The rest is accounted for by other TV uses, such as playing games and playing physical media.
January had nine of the 10 busiest streaming days since Nielsen began tracking this metric, with January 13 topping the list with 40.78 billion minutes watched. . The streaming boom was partially fueled by colder-than-normal weather in many parts of the country, which meant people were spending more time indoors, but the Peacock’s first playoff game between the Kansas City Chiefs and Miami Dolphins So were events such as the NFL Wild Card Game. A game exclusive to streamers so far. The Jan. 13 game averaged nearly 23 million viewers and accounted for 3.9 billion minutes of total viewing time (including terrestrial broadcasts in the teams’ local markets), nearly 10% of all streaming viewing on that day. %.
NFL games also gave Peacock the largest monthly viewership share in the Gauge rankings. The NBCUniversal streamer accounted for 1.6% of his total TV usage for the month. YouTube (8.6%) and Netflix (7.9%) remained the top individual streaming platforms.
Sports, specifically the end of the NFL regular season and early playoff rounds, accounted for 28% of all broadcast viewing in January. The return of some scripted series after the strike also increased viewership of broadcast dramas by 20% compared to December. However, even accounting for these month-to-month increases, overall viewership for the broadcast was down 20% compared to his January 2023, when the network was running a full slate of original programming.
Netflix Fool Me Oncepremiered on New Year’s Day and became January’s top streaming title with 6.5 billion minutes watched. Reacher It continued with a second season on Prime Video, reaching 4.3 billion minutes of total viewing time.
Nielsen’s Gauge rankings for January 2024 are as follows:
platform
Streaming: 36% of total TV usage
Cable: 27.9%
Broadcast: 24.2%
Others: 11.8%
streaming service
YouTube: 8.5% of total TV usage
Netflix: 7.9%
Prime Video: 2.8%
Hulu: 2.7%
Disney+: 1.9%
Peacock: 1.6%
Tube: 1.5%
Maximum: 1.3 percent
Roku Channel: 1.1%
Paramount+: 0.9%
Pluto TV: 0.7%
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