Nielsen: Netflix, YouTube, HBO Max, Prime Video Upped Viewership in December
January 27, 2023
Nielsen reported that despite a surge in television usage during the Thanksgiving holiday in November, total TV streaming managed to increase slightly in December (0.3%), amplified by two of the top 10 viewing days of the year. Despite the uptick in viewership, streaming engagement with content options continues to fragment as audiences gravitate to new titles and services.
Netflix, YouTube, Prime Video and HBO Max all saw incremental viewership increases in December, while Hulu, Disney+ and AVOD platform Pluto TV saw slight declines. Notably, NBCUniversal’s Peacock streaming service topped 1% of total streaming viewership for the first time.
Nielsen reported that December included five days that boasted more than 100 billion viewing minutes (including Christmas Day and Dec. 18). Streaming continued its reign as the top category, capturing 38.1% of total TV usage, down just 0.1% from November. Despite the slight loss of total TV usage share, time spent streaming actually increased 0.2% from November. Among the streaming services, HBO Max gained the most usage (18.1%), fueled by the second season of “The White Lotus” and the enduring popularity of “Friends” and “The Big Bang Theory.” On a year-over-year basis, streaming usage in December was up 46.1%, resulting in a gain of 10.4 share points from a total TV usage perspective.
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