Cable News Viewing Up 14% In March Driven By Ukraine War; Streaming Takes 30% Share But Less Time Spent As Total TV Usage Falls
deadline.comOverall TV usage was down 4.2% in March from February, with cable the one category growing in share and volume, jumping 1.6 points from last month.
Cable news viewing was up 14% from February and accounted for 21% of the cable share, driven by continuing news coverage of the Russia-Ukraine war.The stats were delivered today by Nielsen in its monthly snapshot of viewing, The Gauge.The numbers also showed streaming captured its largest share of total television usage ever in March, making up nearly 30% of overall viewing time.
Despite a 0.7% decrease in time spent streaming from February, viewing share across all streaming platforms was either flat or gained slightly in March.
Most notably, the “Other Streaming” subset, which includes any high-bandwidth video streaming on TV that is not individually broken out, increased its share by 0.3% as more streaming platforms continue to gain traction.Nielsen said March viewing for Total Day Persons 2+ saw streaming at 29.7% with the “other” category accounting for 9.8% of that.
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