Recent Nielsen analysis, published as part of its monthly “The Gauge” report, confirms what TV fans might have already suspected: “The White Lotus” gave the Max platform a real boost in March, propelling viewership for Warner Bros Discovery Streaming to 1.5% of total US viewing.

This rising figure may seem modest at first glance, but it reflects a more than respectable performance in an ultra-competitive industry where streaming is dominated by behemoths like Netflix, YouTube and Amazon Prime Video.

While the March period is traditionally marked by the “March Madness” effect – the college basketball tournament that boosts cable audiences – Max was able to pull ahead thanks to the growing popularity of its content catalog, and in particular the return of “The White Lotus.”

The show, which blends social satire and psychological drama in a luxurious setting, is proving a magnet for subscribers, to the point of directly influencing the platform’s overall market share.

According to Nielsen figures, the show racked up 4.5 billion viewing minutes in March.

YouTube is not to be outdone, and the platform continues to win over US audiences. In March, it captured 12% of TV watch time, an increase of 0.4 points in one month, setting a new record for the second month running.

In March, The Oscars ceremony was the most-watched programme on ABC with 20.3 million viewers, thanks in particular to a simulcast on Hulu, The Walt Disney Company’s streaming platform.