Audience Measurement, Digital Audience Behavior, Digital Audience Research, Television Advertising
by David Flash

Cable and streaming TV account for 65% of total viewing, broadcast drops to 27% for November

Nielsen‘s monthly total TV and streaming snapshot, The Gauge, revealed that in November 2021, consumers spent 5% more time with TV each week than in the prior month. Broadcast television usage lost a share point, dropping to 27% of total usage. While sports viewing was up 7%, a decline in general drama (-12%) and sitcom (-7%) viewing contributed to the decrease. Consumers’ share of TV time for both cable and streaming remained flat at 37% and 28%, respectively, adding up to 65% of all TV viewing.

As consumers jump into the holidays with time away from work – total TV consumption jumped 20B minutes per week (+5%) vs October 2021.