Nielsen's The Gauge: Mexico streaming usage rises 2.8 points in August

On September 25, 2024, Nielsen released its latest "The Gauge" report for Mexico, revealing significant changes in the country's television viewing landscape during August 2024. The report, which provides a monthly macro-analysis of content consumption across various television distribution platforms, highlighted a notable increase in streaming usage and the entry of a new player in the streaming rankings.

According to Nielsen's data, streaming usage in Mexico rose by 2.8 percentage points compared to July 2024, accounting for 22.5% of total TV viewing time in August. This increase underscores the growing preference for streaming services among Mexican audiences, reflecting a broader global trend towards digital content consumption.

A key development in the August report was the inclusion of MAX in the streaming rankings. The service saw a 0.2 percentage point increase compared to the previous month, marking its entry into the competitive Mexican streaming market. This addition to the rankings suggests an expanding and increasingly diverse streaming landscape in the country.

Nielsen's "The Gauge" report for Mexico encompasses various television distribution platforms, including over-the-air broadcast, streaming, restricted TV (Pay TV), and other sources. The methodology employed by Nielsen aims to provide a comprehensive view of how streaming-capable consumers access content across these platforms.

The data presented in the report is based on Nielsen's Streaming Ratings Transition Database, which includes information from 900 broadband and non-broadband households across 28 main cities in Mexico. The target audience for this analysis is individuals aged 4 and above, with a total universe of 58,404,410 people. The viewing data is consolidated, incorporating live viewing, time-shifted viewing up to 7 days, and video-on-demand (VOD) consumption.

Nielsen's report covers the entire day, defined as the period from 2:00 AM to 2:00 AM the following day. This comprehensive time frame allows for a holistic view of viewing habits across different dayparts and content types.

While the report does not provide specific figures for individual streaming services beyond MAX, it offers valuable insights into the overall streaming market share in Mexico. The 22.5% share for streaming indicates a significant portion of TV viewing time is now dedicated to on-demand and internet-delivered content.

The increase in streaming usage could be attributed to several factors, including:

1. Expansion of high-speed internet access across Mexico
2. Growing availability of streaming-capable devices
3. Increased investment in local content by streaming platforms
4. Shifting consumer preferences towards on-demand viewing
5. Competitive pricing and bundling strategies by streaming services

The entry of MAX into the rankings suggests a potentially successful launch or growth strategy in the Mexican market. As a relatively new player in the global streaming landscape, MAX's ability to gain measurable market share in Mexico indicates the platform's content offerings or marketing efforts may be resonating with local audiences.

Nielsen's report also sheds light on the continuing relevance of traditional television distribution methods in Mexico. While streaming saw growth, the data implies that broadcast and pay TV still account for a significant portion of viewing time. This balance between traditional and digital platforms highlights the complex and evolving nature of media consumption in the country.

For advertisers and content creators, the insights provided by "The Gauge" are particularly valuable. The shift towards streaming presents both challenges and opportunities in terms of audience reach and engagement. As streaming platforms continue to gain market share, there may be increased pressure on traditional broadcasters and pay TV providers to innovate and adapt their offerings to retain viewers.

It's important to note that Nielsen's data is presented as a reference point and may not capture the entire spectrum of content consumption, particularly for smaller or niche streaming services. Additionally, the focus on TV-based viewing means that mobile and desktop streaming consumption might not be fully represented in these figures.

The Mexican streaming market's growth aligns with global trends, where digital platforms are increasingly competing for viewers' attention. However, the specific dynamics of the Mexican market, including local content preferences, economic factors, and infrastructure development, play crucial roles in shaping the streaming landscape.

As the streaming wars intensify in Mexico, it will be interesting to observe how different platforms compete for market share and how this competition might drive innovation in content creation and delivery. The entry of MAX and the overall growth in streaming usage suggest that there is still room for expansion in the Mexican market, potentially attracting more international and local players in the coming months and years.

Key facts from the Nielsen report

• Streaming usage in Mexico increased by 2.8 percentage points in August 2024
• Streaming accounted for 22.5% of total TV viewing time
• MAX joined the streaming rankings with a 0.2 percentage point increase
• The report covers 900 households across 28 main cities in Mexico
• The target audience includes individuals aged 4 and above
• The total universe for the study is 58,404,410 people
• Viewing data includes live, time-shifted (up to 7 days), and VOD consumption
• The report covers the entire day from 2:00 AM to 2:00 AM the following day

Subscribe to our free weekly LinkedIn newsletter for a weekend roundup, or upgrade to our real-time updates for just $10/year. Get the latest marketing news and insights delivered straight to your inbox.