Nielsen report reveals Streaming Surge in Mexico's TV viewing landscape

On August 25, 2024, Nielsen IBOPE released its latest edition of The Gauge for Mexico, providing a comprehensive snapshot of television viewing habits across the country in July 2024. The report, which covers 28 major cities and individuals aged 4 and above, reveals significant shifts in how Mexicans consume television content, with streaming services continuing to gain ground in the competitive media landscape.

According to the data, streaming platforms collectively captured 19.7% of total TV viewing time in July, marking a 0.7 percentage point increase from the previous month. This growth underscores the ongoing transformation of Mexico's television ecosystem, as viewers increasingly embrace digital platforms for their entertainment needs.

YouTube emerged as the dominant force in the streaming category, accounting for 9.5% of total TV viewing time. The platform's share grew by 0.6 percentage points compared to June, reinforcing its position as the most popular streaming service among Mexican viewers. This surge in YouTube's popularity can be attributed to its diverse content offerings, ranging from user-generated videos to professional productions and live streams.

Netflix, while maintaining its position as the second most-watched streaming service, captured 4.0% of total TV viewing time. The streaming giant's performance in Mexico reflects its continued investment in local content and its efforts to cater to Spanish-speaking audiences.

Disney+, despite being a relatively newer entrant in the Mexican market, showed impressive growth. The service increased its share by 0.4 percentage points, reaching 1.1% of total TV viewing time. This gain highlights the appeal of Disney's extensive content library and its original productions to Mexican audiences.

Other streaming platforms also contributed to the category's overall growth. Amazon Prime Video secured 0.9% of viewing time, while ViX, a streaming service focused on Spanish-language content, captured 0.6%. The remaining streaming platforms collectively accounted for 3.6% of TV viewing time, indicating a fragmented but competitive landscape beyond the top players.

Despite the rise of streaming, traditional television formats continue to dominate viewing habits in Mexico. Broadcast television remained the most-watched category, commanding 36.7% of total viewing time. This substantial share demonstrates the enduring appeal of free-to-air programming, including news, sports, and popular telenovelas, which remain integral to Mexican culture.

Pay TV services, which include cable and satellite providers, secured 11.6% of viewing time. While this figure represents a significant portion of the market, it also reflects the challenges faced by traditional pay TV operators as they compete with more flexible and often cheaper streaming alternatives.

The "Otros" (Others) category, which encompasses various forms of TV usage not captured in the main categories, accounted for a substantial 32.0% of viewing time. This category includes activities such as gaming, viewing unidentified linear content, and periods when the TV is on but no audio is detected.

Nielsen IBOPE's methodology for The Gauge in Mexico is designed to provide a holistic view of TV consumption. The data is collected from a sample of 450 households across 28 major cities, representing a universe of over 58 million individuals aged 4 and above. The measurement covers total day viewing from 2:00 AM to 2:00 AM the following day, capturing both live and time-shifted viewing up to seven days after the original broadcast.

The report's breakdown of different viewing categories offers valuable insights for industry stakeholders. The "Broadcast" category includes live and time-shifted viewing of open TV channels, regardless of the platform used for access. This comprehensive approach captures the full reach of broadcast content across traditional and digital mediums.

Similarly, the "Pay TV" category encompasses live and time-shifted viewing of cable and satellite channels, reflecting the continued relevance of these services in the Mexican market. The "Streaming" category focuses on high-bandwidth streaming events accessed through household broadband networks, excluding content that falls under the broadcast or pay TV categories.

The "Others" category serves as a catch-all for various forms of TV usage, including viewing of unreferenced linear content, use of gaming consoles and other peripheral devices, and periods of non-audio activity. This diverse category highlights the multifaceted nature of modern TV consumption, where the line between traditional viewing and other screen-based activities is increasingly blurred.

As the television landscape continues to evolve, The Gauge provides essential data for broadcasters, advertisers, and content creators to understand viewer preferences and adapt their strategies accordingly. The growth of streaming, particularly among platforms like YouTube and Disney+, signals a shift in content consumption patterns that may have long-term implications for the industry.

Key facts from Nielsen IBOPE's The Gauge for Mexico in July 2024

• Streaming accounted for 19.7% of total TV viewing time, up 0.7 percentage points from June
• YouTube led the streaming category with 9.5% of viewing time, growing by 0.6 percentage points
• Netflix captured 4.0% of viewing time
• Disney+ grew by 0.4 percentage points to reach 1.1% of viewing time
• Broadcast television remained dominant with 36.7% of viewing time
• Pay TV services accounted for 11.6% of viewing time
• The "Others" category represented 32.0% of viewing time
• The report covers 28 major cities in Mexico and individuals aged 4 and above
• Data is collected from a sample of 450 households, representing over 58 million viewers