March is the first month of spring, which, besides warmer weather, also means that viewers typically spend less time at home in front of TV screens: Viewing was down 2.7% from February, with the majority of the decline coming from traditional television, although streaming usage also fell slightly. The share of streaming in total viewership on TV was 6.5% in March. Netflix continues to lead streaming usage, with a 1.8% share, followed by YouTube (1.7%), whose share has steadily grown since December.
About The Gauge™
The Gauge™ was created to provide the media industry with a monthly analysis of television usage across key television delivery platforms. Nielsen published its first edition of The Gauge™ in the U.S. in May 2021.
About The Gauge™ Methodology
The data comes from Nielsen’s single-source panel consisting of 3,500 households and almost 9,700 panelists. The Gauge™: Poland is based on monthly AMR (Average Minute Rating) audience share data. The data is presented for people over 4 years old, broken down into cable, satellite, terrestrial television (both linear and shifted in time up to 7 days), and viewership from streaming (live streaming viewership of TV stations on OTT platforms is classified as streaming viewership). The “Other” category includes views of unrecognized content.
Nielsen Poland created this iteration of The Gauge™ using methodologies conceptually similar to those in the U.S. version. Methodological differences should be considered when making any comparisons.