U.S. cable views spiked by 54% in the last week of February, helping news gain one-fourth of all cable consumption, according to Nielsen’s monthly The Gauge report.
News of Russia’s Ukraine invasion, along with the Super Bowl and Winter Olympics, boosted cable and broadcast viewership in a traditionally slow TV month.
TV viewing in February was down 5.7% from January, below the 5% average over the past five years. Cable viewing saw a 16.5% overall month-to-month increase. Broadcast news increased by 6% to 15% in the final week of the month, coming up to the second largest genre behind drama.
The Super Bowl, which accounted for 39% of total broadcast viewership during the week of February 7, gave broadcast television a leg up in viewership by 28.7%, its highest weekly share of viewing since October 2021. Viewers watching the Winter Olympics made up 20% and 23% of total broadcast usage during the weeks of February 1 and February 14, respectively.
Streaming-wise, Peacock’s usage remained robust throughout February, as the service hosted both the Super Bowl and the Winter Olympics. Outside of sports, streaming’s share of viewing was largely flat month-over-month.
February viewing engagement typically turns out lower than January’s, Nielsen noted, on account of it being a four-week month and viewership leveling off after the holidays. Nielsen’s January report saw streaming reach a record-breaking 197.6 billion minutes, with television usage up 8% during that month.
Nielsen’s “Other” category, which reflects video game usage, gained almost a full share point in February. Consumers spent an increased amount of time gaming during the Presidents Day holiday, with highly anticipated game releases like Elden Ring, Horizon Forbidden West and Destiny 2 boosting gaming levels.