March 20, 2022
Despite the Super Bowl, Winter Olympics and Russian invasion of Ukraine, broadcast TV consumption fell in February, with the gap filled in part by video games, movie discs and alternate (i.e., not Netflix, Hulu, Amazon Prime Video, Disney+) streaming video, according to new data from Nielsen.
The media measurement company said TV consumption in February fell 0.8% from January, spearheaded by a 0.4% broadcast market share decline to 26%, cable market share dipped 0.2% to 35.4%, and streaming video share fell 0.2% to 28.7%.
Making up the void was a 1% increase in the “Other” non-TV, streaming market share to 10%, which included movies on packaged media, i.e., DVD and Blu-ray Disc.
Of Streaming’s 28.7% share, the interesting tidbit is that leading streamers — Netflix, Amazon Prime Video and Disney+ — shed some more share that was picked up by “Other streaming,” which includes niche services as well as linear streamers like Spectrum, DirecTV and Sling TV.
Netflix’s perennial leading streaming market share 0.2% fell to 6.4%, YouTube/YouTube TV and Hulu remained unchained at 5.7% and 3%, respectively. Prime Video dipped 0.1% to 2.3%, while Disney+ dipped 0.1% to 1.7%. The “Other” segment of streaming increased 0.1% to 9.5%.