Report: 70.1% of Households Streaming the Super Bowl Were Cord Cutters Without A Bundled Pay-TV Service

Cord cutters came out in full force to watch this year’s Super Bowl, as a new study from iSpot.TV reports that 70.1% of those streaming the Super Bowl came from cord cutters or households without bundled pay-TV service. The second-by-second cross-platform measurement by iSpot.TV concluded that the Big Game was watched by 150 million people on NBC, Telemundo, and Peacock across linear and streaming platforms.  

As the Los Angeles Rams took on the Cincinnati Bengals during Super Bowl LVI, the Big Game had an average viewership of 121 million across digital and linear platforms. The average streaming minute audience was 10.5 million viewers and 15.5 million total viewers, which was less than the total linear average minute viewership of 98.1 million. The streaming measurement includes sensor-level streaming viewership data from CTV, mobile and tablet consumption provided in partnership with Conviva. 

During the Super Bowl, NBCU networks had a total in-home reach of 134.5 million people, which contributed to the NFL’s “Bring Down the House” ad having the highest in-home audience of all ads with 119 million viewers across their networks. Ads that ran during the halftime show averaged 116.8 million viewers and verified impressions for in-home viewing.

The news comes a day after a Samba TV study showed that there was an audience increase of 12% for this year’s NFL championship game. Comparably, the iSpot study showed that viewership peaked during this year’s halftime show with an overall increase of 12% or 10.5 million net new average minute viewers.