DECEMBER 2023
NBCUNIVERSAL
audience trends
PULSE REPORT
The NBCU Audience Trends Pulse Report highlights prominent media behavioral trends across NBCUniversal, including the most recent topical insights.
02
WITH MORE WAYS TO WATCH, IT'S MUST-SEE & MUST-STREAM-TV
MUST-SEE-TV
04
WHAT'S OLD
IS NEW AGAIN
ONGOING TRENDS:
CONTENT CONSUMPTION CONTINUES TO SHIFT FROM LINEAR TO STREAMING
One Platform: Percent Share of Total Viewing Hours
/04
Click for source
Source: All based on P2+ except where noted; SNF – Nielsen L+SD, 2023-24 NFL STD (9/7/23-11/19/23), Reach 1+ min qual. SNL - Nielsen, SNL premieres (2020-2023), L+SD; Found & Irrational-Nielsen, STD based on L+SD (9/25/23-11/5/23 Bcast Prime; The Voice - Nielsen, STD based on L+SD (9/25/23-11/5/23 Bcast Prime; Bravo - Nielsen, 22/23 SN based on C3. Ranked against all ad-supported cable, excluding sports and news. Program ranker excludes series with < 3 telecast. Bcast Prime; MSNBC- Nielsen, L+7, P2+ AA; Total Day, rank based on net impressions YOY among all bcast and ad supported cable 2023TD (12/26/22-11/12/23) vs 2022TD (12/27/21-11/13/22)
Click for source
Source: Gen X “new to me” NBCUniversal’s Consumer Insights Lab/Smith Geiger: Video Motivations – Generational Study; US P13-26 sample size: 1,139 index vs. against total respondents A13-75; Nielsen, Final seasons* NBC The Office S9 (12/13 SN), Parks and Rec S7 (14/15 SN), Brooklyn Nine-Nine S7 (19/20 SN) vs Peacock (SCR TV Programs) 2023 YTD (12/26/22-10/29/23); L+7, based on (000s). * Brooklyn Nine-Nine second to last season used as final season aired in Aug 2021 outside of typical time period
01
ICONIC CONTENT
ENDURES THE
TEST OF TIME
Longstanding shows continue
to build fandom over decades, expanding across platforms and screens, largely due to their relevance in popular culture.
Brands can forge meaningful connections with target audiences through content alignment.
Click for source
Source: SNL- 13M linear impressions per week – Nielsen, L+7, 1-min qual, all airings. SNL S48 (10/1/22-4/16/23) #1 ent program - TV Rocs using Nielsen MIT. C3. 22/23 SN. P18-49 Rtg & Imps, all Bcast & Cable ent pgms 1+ TC; YouTube- Talkwalker Social Content Ratings. Extended 35 Days (all social data). YouTube Video View Count. Ranked among All bcast & cable pgms (excludes WWE). Average Video Views per week based new episode weeks (18 eps); Social engagements - Talkwalker Social Content Ratings. SNL. Facebook + Instagram + Twitter + YouTube. Average Social Engagements per week based on new episode weeks (18 eps); Fandom years- KR&I/Sparketing. Nat rep survey of P18-65. N=1000 per month. VPR- Reached over 13M– Nielsen, L+35, 6-min qual. (2/8/23-9/30/23). Vanderpump Rules S10 on Bravo, Bravo VOD, Peacock VOD; 2x growth –Unified TAMI P2+ (000), S10 vs S9, Days 1-35; Social engagements - Talkwalker Social Content Ratings. Linear Window. S10 vs. S9; 3 of best weeks- ListenFirst, (1/1/23-7/11/23), based on number of new followers, historical lookback window of 6 years prior
Non-Traditional TV (Streaming/Digital)
Traditional TV (MVPD)
19/20
20/21
21/22
22/23
19/20
20/21
21/22
22/23
19/20
20/21
21/22
22/23
P18-34
P35-49
P50+
67%
33%
57%
43%
42%
58%
32%
68%
83%
17%
76%
24%
65%
35%
55%
45%
94%
6%
91%
9%
87%
13%
83%
17%
Click for source
Source: Traditional TV (MVPD): Nielsen Media Research, L7, Time Spend Viewing TV = AA*Duration. Non-Traditional TV (Streaming/Digital): DAVD (NBCU’s Internal Reporting Platform) and Peacock Internal Data. Includes all available and measured consumption across the portfolio, where data is available. Seasons based on 4Q (including first week of broadcast season) through 3Q.
Viewer demand for premium
content proliferates across both linear and streaming platforms.
Brands can effectively connect with consumers in brand safe environments at scale across premium sports, news, and entertainment content.
Decades old TV series find new life on streaming. Gen Zs are 1.5x more likely to watch older content because it’s “new to them.”
Library content on Peacock has
a stronger appeal to younger viewers P13-26 now (2023TD) when compared to the same series’ original airing on linear
TV years ago!
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SEASON
48
13M
Linear
Impressions
Per Week
% Comp P13-26 (Base P2+)
THEN...
linear broadcast airing
COMPARED
TO
...NOW
Peacock library sn. viewing
12/13 SN
17%
2023 YTD
23%
UP
+6pts
19/20 SN
7%
UP
+12pts
2023 YTD
19%
14/15 SN
16%
2023 YTD
23%
UP
+7pts
KEY TRENDS IN 2023:
#1 Across All TV Ent. Programs Among P18-49
YouTube Views
Per Week
#1 National TV Ent.
Program on YouTube
26M
Social
Engagements
Per Week
#2 Broadcast Ent.
Program on Social
3.6M
Years
of Fandom
On Average
2x the TV, Movie,
Franchise Industry Norm
26.7
SEASON
10
Viewers
Reached
Per Week
13M+
Audience
Growth
vs. Prior Season
2x
Social
Engagements
vs. Prior Season
5x
of the Best Weeks Ever
in Adding New Followers on Social
3
Viewers Reached
Each Week
#1 Primetime Show &
Most-Watched Season Since 2015
40M
Premiere
Since 2020 (SN 49)
P18-49
Most-Watched
Dramas
on Broadcast Television
Found #1 P18-49 &
The Irrational #2 P2+
2 of the Top 3
Unscripted Show
on Television
For 5 consecutive seasons
#1
Reality Shows
on Cable
P18-49 & W18-49
8 of Top 10
Largest
YoY Growth
across all Broadcast
and Cable
03
WITH MORE WAYS TO WATCH, IT'S MUST-SEE & MUST-STREAM-TV
Viewer demand for premium content proliferates across both linear and streaming platforms.
Brands can effectively connect with consumers in brand safe environments at scale across premium sports, news, and entertainment content.
Click for source
Source: SNF – Adobe Analytics; SNL – Peacock internal data, SNL Livestream; Found & Irrational – Peacock internal data, among NBC shows; The Voice - DAVD (NBCU’s Internal Reporting Platform), performance based on Next-Day Total Viewing Hours (time spent viewing), STD 9/25/23-11/5/23, P2+; Bravo – Peacock internal data, Bravo, May-October 2023 vs May-October 2022, based on total hours; MSNBC – DAVD (NBCU’s Internal Reporting Platform), Jan-Oct 2023 vs Jan-October 2022, Peacock, based on total hours.
MUST-STREAM-TV
Season of All Time
Up +23% YoY
Most-Streamed
Premiere
SNL Livestream Ever
on Peacock (SN 49)
Most-Streamed
Launches on Peacock
Found #1 & The Irrational #2
NBC's #1 & #2
NBC In-season Show
for Next-Day
Peacock Consumption
+37% vs. Prior Season
#1
Time Spent
Since Launch of
Next-Day Availability
May-Oct '23 vs. May-Oct '22
+103%
Time Spent
on Peacock YoY
+240%
