From September 25 though November 12, 2017, ESPN says live video streaming and out-of-home viewing (OOH) has added 14% more audience overall to ESPN’s traditional TV viewing totals, across both total day and prime time.
Among the adult 25-54 demographic, Nielsen C3 ratings -- the average commercial minute rating plus three days of time-shifted viewing -- witnessed an 18% gain for ESPN by including live streaming and out-of-home viewing.
When looking at year-over-year results, adding in these live streaming/OOH results now means millennial viewers have been boosted 4% for total day and 13% more in primetime over the same period a year before.
ESPN also says millennials drive 46% of all ESPN streaming. Females make up 34% of all millennial OOH viewing. Millennial females increased by more than 12% when including OOH viewing.
ESPN says streaming of ESPN programming on ABC broadcasts is not currently included in Nielsen Total Live Audience.
In the third quarter, ESPN was in fifth place among all cable TV networks in prime time, averaging 1.4 million overall TV viewers. As with other cable TV networks, ESPN has seen a decline in its overall subscribers, and now sits at 87 million subscribers, according to one estimate.
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