Mexico streaming share drops to 21.5% in September, Nielsen reports
Nielsen's latest TV viewing data shows streaming decline in Mexican households as traditional platforms maintain dominance.
According to Nielsen's The Gauge™ report released in October 2024, streaming viewership in Mexico experienced a slight decline in September, dropping one percentage point to reach 21.5% of total TV viewing. The data, collected from 900 broadband and non-broadband households across 28 major Mexican cities, provides insights into how viewers consume content across various television distribution platforms.
The latest Nielsen IBOPE TV audience measurement study examines viewing patterns across multiple distribution channels, including traditional broadcast television, pay TV services, streaming platforms, and other viewing sources. The analysis encompasses a comprehensive range of viewing behaviors, tracking both live content consumption and time-shifted viewing over seven days.
The study utilizes a sophisticated methodology to categorize viewing across different platforms. According to Nielsen's documentation, broadcast measurements include both live and time-shifted viewing of open TV channels, regardless of whether viewers access content through linear broadcasts, recordings, or streaming platforms.
Pay TV metrics similarly encompass live and time-shifted viewing of cable and satellite channels, tracking audience engagement across traditional linear delivery and digital platforms. The streaming category specifically measures high-bandwidth streaming events accessed through household broadband networks, excluding content already counted in broadcast or pay TV categories.
The "Others" category in Nielsen's analysis includes several distinct viewing types:
- Live viewing of unregistered linear content
- Usage of peripheral devices like gaming consoles and Blu-ray players when not streaming
- Periods of non-audio activity detected by Nielsen's people meters
The September 2024 data reveals several important metrics:
- Total streaming share: 21.5%
- Monthly decrease: 1 percentage point
- Sample size: 900 households
- Geographic coverage: 28 major Mexican cities
- Target demographic: People aged 4 and above
- Universe size: 58,404,410 people
- Measurement period: 2:00 to 26:00 hours
- Data type: Consolidated (Live + 7-day time-shifted viewing + VOD)
The Nielsen IBOPE measurement system employs people meters to track viewing behavior, with specific capabilities including:
- Audio detection technology for viewing verification
- Time-shifted viewing measurement up to 7 days
- VOD content tracking
- Broadband streaming detection
- Platform-agnostic content identification
Key Facts
- Streaming viewership declined by 1 percentage point in September 2024
- Current streaming share represents 21.5% of total TV viewing
- Study covers 28 major Mexican cities
- Research encompasses 900 households
- Measurement includes both broadband and non-broadband homes
- Data represents viewing behavior of 58.4 million people
- Analysis includes live, time-shifted, and VOD viewing
- Measurement conducted over 24-hour periods