Overall TV viewing declined in April but an upswing in cable news viewing increased cable’s share of the TV audience for the second straight month, according to Nielsen's April 2023 report of The Gauge, a monthly snapshot of total broadcast, cable and streaming consumption that occurs through a television.
TVtechnology.com reports this gain for cable also represents the first back-to-back share increase for the category since the inception of The Gauge in May 2021. Both streaming and broadcast lost viewing share while streaming retained the largest share of total TV viewing.
With a decrease of 1.9% from March to April, total TV usage in the U.S. declined for the third consecutive month, a trend that is typical as the summer months approach. By comparison, time spent watching TV declined 2.1% over the same period in 2022, Nielsen reported.
The cable category exhibited the smallest dip in viewing across all categories in The Gauge this month, decreasing 0.6% vs. March, and was able to gain 0.4 share points to account for 31.5% of total TV viewing in April. Cable news viewing increased 4.3% from March to April and accounted for the largest portion of cable viewing (19%).
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