2023-08-17 20:30:02
News JVTech It’s official, people watch much less TV: this study proves it!
Published on 08/17/2023 at 22:30
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Faced with streaming and subscriptions to so-called “cable” channels, traditional linear television continues to lose ground: this is highlighted by a Nielsen study, which has looked at the evolution of the phenomenon for two years.
Staying away from traditional TV channels is becoming more and more fashionable. This is revealed by the new part of the Nielsen study which tracks, month by month, the evolution of viewing habits around the world. So, in July 2023, only 20% of viewers surveyed favored classic television : 29.6% turned to “cable” channels, on subscription, and 38.7% opted for streaming. 11.6% favored other distribution channels, such as paid video on demand or even DVDs or Blu-rays.
By way of comparison, in July 2022, classic TV won 21.6% of the vote. It has experienced increases at certain times of the year, in particular in November 2022 with 25.7%. Streaming, for its part, has continued to grow: 31.5% in July 2022, 32.4% in November 2022, 34.1% in March 2023… the progression is very clear, while linear television is gradually sinking.
Streaming platforms driven by strong programs
“A slew of new original programming hit streaming platforms in July, including The Witcher and The Lincoln Lawyer on Netflix, Tom Clancy’s Jack Ryan on Prime Video and The Bear on Hulu, but acquired content has stood out over the of the month “, explains the study, which evokes a program that can vary depending on the country. The Bear, for example, is offered on Disney+ in France.
Note, however, that the most popular programs are not necessarily exclusive. “Suits, broadcast on Netflix and Peacock, and Bluey on Disney+ were the most watched programs in July, accounting for 23 billion minutes of viewing. Suits, however, set new audience records for an acquired title, with nearly 18 billion minutes. Overall, strong viewing levels pushed streaming’s share of TV to 38.7%, a new all-time high, with Amazon Prime Video, Netflix and YouTube all hitting all-time highs. »
Moreover, it is interesting to look at the most popular streaming platforms: these are not necessarily the ones you think of! Admittedly, Netflix captures 8.5% of the vote, but YouTube is ahead with 9.2%. Hulu comes next with 3.6%, Amazon Prime Video with 3.4% and Disney+ with 2%. The percentages have been relatively stable since May 2023.
A rebound in TV expected at the end of the year
Traditionally, traditional TV experiences a rebound at the end of the year. In the United States, in particular, the new NFL season motivates spectators to go back to basics: “In November 2022, for example, sports accounted for 150 billion minutes of television viewing”says the study. In France, the Rugby World Cup, which kicks off in September, may have a similar effect.
Whatever it is, this rebound always seems temporary, and very quickly, streaming ends up taking over. Sport seems to be the exception and its impact is not strong enough to turn the public away from SVOD platforms — especially since some of them also broadcast sports programs, which can help to change the situation…
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