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Digital users in Quebec—most of whom speak French as their first language—have unique habits that are different from the rest of Canada. These include heavier consumption of TV and lighter usage of digital services and online shopping.

The news: Streaming outperformed broadcast and cable TV for the second month in a row in March despite an anticipated 6% seasonal decline in total TV consumption, reaching a new milestone in overall share of TV viewing, per a new Nielsen report. Streaming achieved its largest share to date, accounting for 43.8% of TV consumption, up from 43.5% in February.

The largest YoY change was a decline in live TV viewership. The percentage of respondents watching live TV/TV channels decreased by 4.2 percentage points since last year, dropping to 86.6%. Despite the decline in live TV viewership, overall TV consumption remained high, with 98.6% of respondents reporting watching TV in any form.

While the company still argues that its panel measurement continues to have a place in the evolving world of digital video and TV consumption, its big data integration shows it recognizes that advertisers will leave outdated solutions behind. This year’s Upfront period will be a significant test of Nielsen’s staying power.

Live TV viewership in Singapore increased 5.7 percentage points YoY. This brought the country’s live TV viewership to 86.3%, below the regional average of 92%. This resurgence in traditional TV consumption rivals the gains made by digital media. Thailand. Thailand led the region in time spent with online TV/streaming at 1:37 daily. This tied with the country’s broadcast TV consumption.

Bulgaria led Central and Eastern Europe in broadcast TV consumption with average daily viewing of 2 hours and 35 minutes (2:35). This surpassed the regional average by 21 minutes, making the country No. 2 globally behind the US. Recorded TV viewership in Bulgaria was well above the regional average.

On-demand/streaming TV viewership was particularly high at 95.3% of respondents. Recorded TV viewership decreased by 4.6 percentage points YoY to 15.2%. Despite this decline, South Africa still maintained high overall TV consumption. The survey found that 98.7% of respondents watched TV in any form, surpassing the regional average of 95.4%. UAE.

For example, broadcast TV consumption in North America was 2 hours and 46 minutes (2:46) daily, almost a full hour more than the global average (most of that number reflects heavy consumption in the US). Latin America overindexed in time spent with social media/messaging at 3:25 daily, 65 minutes more than the global average.

While streaming reached a record 43.8% of total TV consumption in March, per Nielsen, the connected TV (CTV) ad market is facing new headwinds. High CPMs and economic uncertainty could prompt advertisers to pull back, especially on premium platforms like Max and Disney+. Tariffs on streaming devices could raise consumer costs, weakening demand and reducing advertisers’ addressable market.

YouTube is positioning itself as an all-in-one streaming platform, attracting advertisers and reshaping VOD consumption habits.

NBC News now expands: The service is bringing 24/7 free streaming to Mexico, Brazil as digital news consumption soars across Latin America.

Time spent with media across digital and traditional formats peaked last year. The 2024 GMI results showed a plateauing of consumption in the 11 media formats measured.

Digital sports viewership surpasses TV: Fragmentation challenges consumers, while younger audiences drive demand for highlights and streaming innovation.

Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.