In today’s evolving TV landscape, co-viewing—watching television with others—has become a defining trend, particularly for sports programming. A recent Nielsen analysis sheds light on the dynamic nature of co-viewing behaviors, revealing significant fluctuations over time, notable demographic differences, and key contrasts across TV genres.
Nielsen’s data, covering September 2022 to August 2024, highlights the seasonality of sports co-viewing in the U.S. During major sporting events, nearly 50% of total viewing time consisted of multiple viewers watching together. This figure peaked in January and February 2024, coinciding with the Super Bowl and Copa América broadcasts.
Conversely, during months without major sports events, co-viewing rates dropped as low as 37% in August 2023. Time zone differences also played a role in reducing co-viewing for international tournaments, such as the FIFA World Cup and Women’s World Cup, since their matches often aired in early morning hours in the U.S., making group viewership less practical.
Demographic Differences in Co-Viewing
Co-viewing behaviors vary significantly across demographic groups. Nielsen’s findings reveal a 20-percentage-point difference in sports co-viewing rates between Hispanic and Black viewers, with Hispanic audiences engaging in co-viewing more frequently.
One explanation is household size—Hispanic households tend to be larger, increasing the likelihood of group viewing. Additionally, cultural factors and social preferences play a role; younger adults, in particular, are more likely to watch sports in social settings. They’re watching considerably less TV than their older counterparts, especially linear TV, but the little they’re watching, they’re doing as a group.
How Sports Compare to Other Genres
When compared to other genres, sports maintain higher-than-average co-viewing rates but are surpassed by children’s programming. Due to parental supervision, children’s TV content leads in co-viewing, with stable and elevated rates.
Other notable co-viewing figures include game shows with a strong co-viewing performance, especially boosted by streaming platforms that extend their audience reach, and dramas and news with a more stable co-viewing trends, averaging just above 30%.
Why This Matters for Advertisers and Media Planners
The data reinforces the need for advertisers to move beyond assuming a flat co-viewing rate across different programs. The variability in co-viewing—across time, demographics, and content types—suggests a more targeted advertising approach is necessary.
For advertisers seeking to reach specific demographics, understanding co-viewing trends can improve targeting and boost campaign impact. Meanwhile, media owners can optimize content strategies and maximize audience engagement by leveraging these insights.
In an increasingly fragmented media environment, understanding who watches together and when is essential for advertisers, broadcasters, and streaming platforms. By adapting to the dynamic nature of co-viewing, industry players can craft more effective strategies and ensure they maximize both viewership and return on investment.