In October 2024, Mexican television audiences decreased their streaming usage by 1.1 percentage points compared to September, accounting for 20.4% of total TV viewing time, according to Nielsen IBOPE's latest streaming ratings report released today, November 26, 2024. The comprehensive analysis, which measures viewing habits across 900 broadband and non-broadband households in 28 major Mexican cities, reveals significant shifts in how Mexicans consume television content across different platforms.
The data, collected through Nielsen IBOPE's Television Audience Measurement (TAM) system, demonstrates that broadcast television continues to dominate the Mexican market, capturing 38.6% of total viewing time. This measurement encompasses both live viewing and time-shifted viewing of open TV channels, regardless of whether viewers access content through traditional broadcasts, streaming platforms, or online transmission methods.
Pay TV services maintain a substantial presence in the Mexican television landscape, securing 16.4% of total viewing time. According to Nielsen IBOPE's methodology, this percentage reflects both live and time-shifted viewing of pay TV channel content, measured across all viewing platforms, including linear broadcasts, recorded programming, and streaming services.
A detailed breakdown of the streaming segment reveals interesting patterns in platform preferences. Within the 20.4% streaming share, individual platform performance varies significantly. According to the Nielsen IBOPE data, Claro leads the streaming market with 10.1% of total TV viewing time, followed by Netflix at 3.7%. Amazon Prime Video captures 1.1% of viewing time, while Disney+ accounts for 0.9%. VIX and HBO Max round out the major streaming platforms with 0.7% and 0.5% respectively, with other streaming services collectively representing 3.4% of viewing time.
The Nielsen IBOPE measurement system employs sophisticated methodology to categorize viewing patterns. The "Others" category, which accounts for 25.0% of total viewing time, encompasses several distinct viewing behaviors. This includes consumption of linear content from TV channels not specifically tracked in Nielsen IBOPE's TAM study, usage of peripheral devices such as gaming consoles and Blu-ray players when not streaming content, and periods when no audio activity is detected on the television set by the people meter.
The measurement methodology focuses on high-bandwidth streaming events accessed through household broadband networks, specifically excluding content already categorized under broadcast or pay TV measurements. This approach ensures accurate categorization of viewing patterns and prevents double-counting of content consumption across different platforms.
Nielsen IBOPE's analysis targets People 4+ as its demographic universe, representing a total population of 58,404,410 viewers. The measurement period spans the entire day, running from 2:00 to 26:00 hours, and incorporates consolidated audience data that includes live viewing, time-shifted viewing over seven days, and video-on-demand consumption.
Key Facts
- Total streaming viewership: 20.4% of TV viewing time
- Broadcast television share: 38.6%
- Pay TV market share: 16.4%
- "Others" category: 25.0%
- Leading streaming platform market share: Claro (10.1%)
- Second largest streaming platform: Netflix (3.7%)
- Universe size: 58,404,410 viewers aged 4 and above
- Measurement scope: 28 major Mexican cities
- Sample size: 900 households
- Measurement period: October 2024
- Daily measurement window: 2:00 to 26:00 hours
- Data type: Consolidated (Live + 7-day time-shifted viewing + VOD)
- Market coverage: Broadband and non-broadband households
- Decline in streaming usage: 1.1 percentage points month-over-month
- Total platform measurement: Broadcast, streaming, pay TV, and other sources