Nielsen: Final Season of ‘Better Call Saul’ Dominated Weekly Streaming Through April 24

The April 18 debut of the final season of “Better Call Saul” on Netflix resonated with streamers, topping 821 million minutes across more than 50 episodes through April 24, according to new data from Nielsen. Episodes of the “Breaking Bad” precursor series, starring Bob Odenkirk, generated 821 million minutes to best all content, including movies. The show generated more than 930 million minutes through the week ended April 17.

Other top streamed content included both seasons of Netflix original period drama “Bridgerton,” with 734 million minutes consumed across 16 episodes, and 730 million minutes streamed for licensed show “Cocomelon” across 18 episodes.

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Source: Nielsen Streaming Content Ratings (Amazon Prime, Disney+, Hulu, Netflix and Apple TV+), Nielsen National TV Panel, U.S. Viewing through Television.

Nielsen: Netflix Dating Show ‘The Ultimatum: Marry or Move On’ Topped Weekly Streaming Through April 17

In a switch, reality TV emerged No. 1 among Nielsen households streaming content at home through April 17. Specifically, Nielsen said Netflix’s dating series “The Ultimatum: Marry or Move On” finished No. 1 with more than 1 billion minutes streamed across 10 episodes. 

After weeks of multiple shows topping 1 billion minutes streamed, “The Ultimatum” was the lone content to surpass nine figures in user time spent streaming, besting the streamer’s reruns of “Better Call Saul” with 950 million minutes across 50 episodes, and period drama “Bridgerton,” with 885 million minutes across 16 episodes.

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Source: Nielsen Streaming Content Ratings (Amazon Prime, Disney+, Hulu, Netflix and Apple TV+), Nielsen National TV Panel, U.S. Viewing through Television.

Nielsen — Netflix’s ‘Formula 1: Drive to Survive’ Ups Sport’s Popularity in U.S.

Netflix recently announced seasons five and six extensions for its “Formula 1: Drive to Survive” auto racing reality series. The series renewals underscore the show’s popularity on Netflix and general impact on the largely global sport within a U.S. market more familiar with NASCAR and Indy racing.

New data from Nielsen finds that 34% of Netflix viewers became fans of F1 racing after watching the series. Another 30% said they understood the sport more, and 29% said they felt more engaged with the sport.

The analysis, which looked at F1 viewership during three specific periods, found that more than 360,000 viewers who didn’t view F1 in the latter part of the 2021 season, watched F1 racing in 2022 after first watching “Drive to Survive.”

Indeed, the most recent season four premiere generated about 475,000 first-week viewers on Netflix, which compared with about 280,000 viewers for the first week of season one in 2019.

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According to Nielsen data, nearly 16 million people watched at least part of the F1 content between Nov. 19, 2021, and Dec. 12, 2021; all seasons of “Drive to Survive” between Dec. 13, 2021, and March 17, 2022, and F1 auto racing events between March 18 to April 10, 2022

Of those 16 million, 2.3% did not watch any of the last three race weekends of 2021 F1 programming, highlighting that the Netflix series generated more than 360,000 new fans of F1 ahead of the Formula 1 Miami Grand Prix, which begins May 13.

Indeed, fan interest in F1 racing has increased from 44.9 million in 2019, to 49.2 million this year — much of it due to the Netflix show, according to Nielsen.

“When we look at viewership of just the docuseries and the new F1 season, which kicked off in mid-March, we see that 41% of ‘Drive to Survive’ viewers also tuned in to the first three weeks of the new F1 season,” read the report.

Nielsen: ‘Bridgerton,’ ‘Better Call Saul’ Dominated Household Streaming Through April 10

Netflix again dominated weekly household streaming thanks to an original program (“Bridgerton”) and the licensing of “Breaking Bad” spin-off series “Better Call Saul,” which airs original episodes on AMC Networks.

The two series saw divergent streamer responses as “Bridgerton” maintained its No. 1 ranking despite shedding 50% of its total minutes streamed in the previous week ended April 3. “Better Call Saul” failed to break the billion-minute benchmark but saw consumer interest in the show increase as the Bob Odenkirk-starrer approaches its final season.

In a video blog post, Brian Fuhrer, SVP of program strategy at Nielsen, said the ratings giant was working to shorten the window on its weekly streaming results, which currently lag about one month. Fuhrer said the current delay was due in part to tabulating all users, including same-day and on-demand.

“We do that [delay reporting] to capture assets and capture viewing for all of the minutes of the programs,” he said. “We’re looking on improving that.”

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Source: Nielsen Streaming Content Ratings (Amazon Prime, Disney+, Hulu, Netflix and Apple TV+), Nielsen National TV Panel, U.S. Viewing through Television.

Tubi Expands Nielsen Relationship for Ad Ratings

Tubi April 29 announced that it is working on an expansion of its current integration with Nielsen that will allow for enhanced and comprehensive measurement through the latter’s digital ad ratings product. As part of this integration, measurement of Tubi will expand coverage of streaming devices, including computer, mobile and connected TV (CTV) inventory served on specific CTV devices.

This aims to give advertisers a more comprehensive view of ad performance on Tubi, inclusive of co-viewing.

Tubi’s contends the integration with Nielsen will advance advertiser need for third-party measurement in the fast-growing ad-supported OTT space, with measurement and transaction in line with traditional TV audiences. Tubi’s expanded relationship with Nielsen will include co-viewing measurement and allow for buying target audiences across its library of more than 40,000 movies and television series.

“As a movie and television streaming service with 80% of our viewers watching on TV screens, we’re excited about the proposed integration of Nielsen Digital Ad Ratings measurement across our device partners,” Mark Rotblat, chief revenue officer at Tubi, said in a statement. “This upcoming device coverage replaces slim proxies with comprehensive and stable currency-grade measurement, allowing our advertisers to transact on audiences in a way that is apples-to-apples with traditional TV.”

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With the proposed Nielsen DAR integration on Tubi, brands can now leverage deeper contextual insights and align brand objectives with the thousands of movies and television titles audiences consume. Additionally, advertisers will be able to better understand the demographic and interest-based attributes of an audience.

“In this increasingly fragmented media landscape, the need for independent measurement is more critical than ever, as is providing more transparency to advertisers,” said Ameneh Atai, GM of digital audience measurement at Nielsen.

Nielsen: ‘Bridgerton’ Dominated Weekly Streaming Chart Through April 3

The second season debut of Netflix’s period romantic drama of “Bridgerton,” combined with the first season dominated weekly household streaming through April 3, according to newly released data from Nielsen. The series from showrunner Shonda Rhimes generated more than 3.2 billion minutes streamed across 16 episodes. The tally is more than the combined minutes streamed (2.7 billion) for the next four shows on the chart.

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Source: Nielsen Streaming Content Ratings (Amazon Prime, Disney+, Hulu, Netflix and Apple TV+), Nielsen National TV Panel, U.S. Viewing through Television.

Nielsen: Netflix Upped Streamer Market Share in March

Netflix may have lost 200,000 subscribers in the most-recent fiscal period ended March 31, but the subscription streaming VOD behemoth increased its market share to 6.6% among streamers in March from 6.4% in February, according to new data from Nielsen.

YouTube followed Netflix at 6% share, with Hulu (3.3%), Amazon Prime Video (2.3%) and Disney+ (1.8%) in succession.

Nielsen said March marked a new milestone for streaming, as users spent nearly 30% of their total TV time watching over-the-top video content. Gaining a full share point over February, streaming services benefited from the transition away from the NFL playoffs and the Winter Olympics, which bolstered fall and winter TV viewing across broadcast networks.

Despite a slight 0.7% decrease in total streaming, viewing share across all of the streaming providers was either flat or gained slightly in March, with the “other streaming” category grabbing an additional 0.3% share as new services steadily gain traction in an ever-expanding field.

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The slight dip in streaming usage was much less than the 4.2% drop in total TV usage, which tracks with historical norms as consumers begin to ease into warmer weather. Despite the dip in total usage, audiences spent more TV time with cable, as the ongoing war in Ukraine fueled an increase of 1.6 share points on a slight increase in total volume.

Broadcast programming lost more than a full share point, with sports viewing down 53% on a month-over-month basis. NASCAR and the NCAA basketball tournaments helped satiate some viewers, but not enough to account for the draw of the Olympics and the Super Bowl, causing the “sports event programming” share of viewing to fall from almost 25% to 12% in March. Dramas provided some upside for broadcast, as a 17% increase in viewing helped it account for one-third of total broadcast viewing.

Nielsen: Disney/Pixar Animation’s ‘Turning Red’ Retains Top Spot on Weekly Streaming Chart

Disney/Pixar Animation’s original movie Turning Red maintained its No. 1 spot among all streaming content across household televisions for the week ended March 20. Nielsen said the movie tracked 1.67 billion minutes, less than 2% drop from the previous week’s premiere.

Netflix’s Ryan Reynolds comedy The Adam Project finished No. 2 despite losing minutes at 1.33 billion. Series “The Last Kingdom” finished No. 3 at 1.3 billion minutes, down 0.08% from 1.41 billion minutes.

Nielsen attributed to just three titles finishing with more than 1 billion minutes each due to an overlap with the annual March Madness NCAA College Basketball Tournament.

“A lot of competition for viewing this week,” Brian Fuhrer, SVP of product strategy, said on the webcast.

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Fuhrer said it was also rare to see the top three programs lose scant minutes in viewing from the previous week.

“Rarely do we see three programs so consistent week over week,” he said.

Source: Nielsen Streaming Content Ratings (Amazon Prime, Disney+, Hulu, Netflix and Apple TV+), Nielsen National TV Panel, U.S. Viewing through Television.

Nielsen: Disney’s ‘Turning Red’ Heir Apparent to ‘Encanto’

Disney/Pixar Animation’s Turning Red blew away the competition for most-streamed content across Nielsen household televisions for the week ended March 13. The movie tracked more than 1.7 billion minutes, besting Netflix series “The Last Kingdom” with 1.42 billion minutes, “Pieces of Her” with 1.415 billion minutes, and original movie The Adam Project with 1.36 billion minutes.

“What’s interesting about Turning Red is that the audiences are almost identical to Encanto,” Brian Fuhrer, SVP of content strategy at Nielsen, said on the webcast. “Both are about 40% multicultural, 43% kids 2-11 years old, but Turning Red audiences are more than twice as likely to be Asian.”

Amazon Prime Video for the second straight week landed an original program on the Nielsen chart with “The Marvelous Mrs. Maisel” tracking 702 million minutes across 34 episodes. Amazon’s strategy releasing two new episodes weekly continued to resonate with viewers.

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Amazon’s second and third charters, “Upload,” tracked 441 million minutes across 17 episodes in its debut launch, while “Reacher” hung on in the Top 10 with 337 million minutes across eight episodes.

“A first for Amazon with three titles in the Top 10 originals list, each with a separate audience,” Fuhrer said.

Indeed, “Upload” tracked younger viewers, while “Reacher” was on the opposite end of the age demo. “Mrs. Maisel” tracked predominantly female viewers, but equal among age groups.

Source: Nielsen Streaming Content Ratings (Amazon Prime, Disney+, Hulu, Netflix and Apple TV+), Nielsen National TV Panel, U.S. Viewing through Television.

Nielsen: Americans Grew Average Weekly Time Streaming Video by 18% From 2021

Americans increased their average weekly time streaming video by 18%, with a year-over-year increase from 143.2 billion of streamed minutes to 169.4 billion between February 2021 and February 2022, according to Nielsen’s inaugural “State of Play” report.

Streaming service consumption is expected to grow, according to the report, with 93% of Americans reporting they will increase their paid streaming services or make no changes to their existing plans over the next year.

Over the last three years there was an 18% increase in all available video content, according to the report.

However, due to a nearly 20% increase in unique program titles over the past three years, nearly half of audiences (46%) feel overwhelmed by the growing number of services and platforms and that makes it more difficult to find the content they’re looking for, the report found.

The “State of Play” report leverages Nielsen TV measurement and streaming data, insights from Gracenote (a Nielsen company) and findings from an online custom survey of U.S. video streamers.

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Subscription-video-on-demand (SVOD) now accounts for 53% of minutes streamed. Of the 4 hours and 49 minutes per day that the average American spends watching content, a little less than a fourth of that time (1 hours and 22 minutes) is through connected TVs. 

Ad-supported VOD, multichannel video programming distributors (MVPDs) and virtual MVPDs (vMVPDs) have grown to account for 35% of streaming. The percentage of homes with YouTube TV — the vMVPD with the highest household penetration — has grown by more than 160% since 2020.

Consumers now have more than 817,000 unique program titles as of February 2022 versus more than 646,000 as recently as December 2019, according to the report. The increase in content also comes with an increase in consumption, as 18% of Americans are now paying for four streaming services versus the 7% who did so in 2019. In February of this year, content from streaming platforms accounted for just under 29% of consumers’ total time with TV, ahead of broadcast programming (26.4%) for the fourth straight month, according to Nielsen’s “The Gauge,” its monthly total TV and streaming snapshot.

In total, Americans watched nearly 15 million years’ worth of streaming video content last year. 

When asked about whether bundled streaming services might make it easier for consumers to find the content they are seeking, 64% of respondents indicated they wished there was a bundled video streaming service that would allow them to choose as few or as many video streaming services that they wanted.

“The inaugural ‘State of Play’ really underscores the fact that we’ve entered the next phase of streaming, based on the trends we have been detailing about streaming over the past few years,” Brian Fuhrer, SVP of product strategy at Nielsen, said in a statement. “We’ve moved from infancy into adolescence, and all the complexities that one would expect at that point. It’s not just that streaming is increasing year over year. Now consumers want access simplified and the explosion of services has renewed discussions around bundling and aggregation. Ultimately, these challenges signal an opportunity as the industry harnesses streaming for long-term business growth.”