As a dedicated gamer who’s been navigating the digital landscape for over two decades now, I must say that the shifting tides of television consumption have always intrigued me. The latest Nielsen Gauge report for October 2024 sheds some fascinating insights into our ever-evolving media habits.
In the autumn season, it’s common to see an increase in television viewership due to the commencement of a fresh TV schedule and numerous live sport events. Unsurprisingly, this trend continues into the fall of 2024.
In October, it was reported that over-the-air broadcasters had the largest portion of TV usage in the U.S. in nearly nine months, accounting for approximately one quarter (24%) of all viewing during the month. This is the highest percentage for these networks since January (24.2%), and represents an increase of 1.4 share points from September.
During the October period (from September 30th to October 27th), NFL games occupied the top 16 most-watched television programs, with Fox’s broadcast of the Kansas City Chiefs versus the San Francisco 49ers on October 20th leading the pack, attracting 27 million viewers. The overall sports viewing on broadcast networks saw a 10% increase compared to the previous month (September).
Network dramas experienced substantial month-on-month growth, with all five English broadcast channels airing hour-long series during October. The audience collectively spent approximately 29% more time watching these network dramas compared to the previous month, September.
In a recent development, Cable saw an increase in its share of TV usage for the first time since April, climbing up by 0.2 points to 26.3%. This growth can be attributed mainly to sports broadcasting, as there was a significant 52% surge in cable sports viewing compared to September. The NFL, college football, and Major League Baseball playoff games were among the events that attracted viewers. Additionally, news viewership also experienced a 5% increase on a monthly basis.
In October, streaming services slightly lost their share compared to cable and broadcast, accounting for about 40.5% of total television usage, as opposed to 41% or more in the preceding three months. Meanwhile, other forms of TV use such as gaming, DVD playback, etc., dropped below 10% for the first time in a year, amounting to 9.2%.
In October, YouTube emerged as the most frequently watched standalone streaming service, accounting for a significant 10.6% of overall television usage. This figure is a full three points ahead of the runner-up, Netflix.
Nielsen’s Gauge figures for October 2024 are below.
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2024-11-19 16:55