Nielsen: Streaming Loses 1% October Market Share as Sports Ups TV Broadcast

Household television video streaming in October surrendered a percentage point for a third consecutive month, although usage was almost flat with September (-0.6%), according to new October data from Nielsen.

Affecting the decline in part was Nielsen’s decision to split Hulu SVOD streaming from Hulu + Live TV online television. The reclassification resulted in about half a share point, which affects both Hulu SVOD and total streaming market percentages.

Without the methodology change, the share loss would have only been 0.4 instead of 0.9. While usage was largely stable across platforms, October featured a couple of unique data points.

“Suits” remained the top program, but viewership was down a third from September. Netflix, which offers the show along with Peacock, retained eight of the top 10 streaming titles in October.

Streaming video remained the largest segment of household TV viewing at 36.6%, followed by cable (29.5%), broadcast (24.6%) and other (9.3%). YouTube TV (9.1%) remained the largest streaming operator followed by Netflix at 7.2%.

Disney+ viewing was up 1.5%, and held the other two October top streaming titles: “Bluey” and Elemental. Prime Video usage was up 1% and continues to peak on Thursdays due to NFL games.

Indeed, the strong NFL schedule and the MLB’s World Series were the primary drivers of the 15% rise in sports viewing across broadcast channels, powering October to its third consecutive month of broadcast gains. It was also the largest gain for broadcast since January. The increase in sports viewing also attracted an influx of younger viewers: broadcast viewing among 18-24-year-olds was up 15%. On a year-over-year basis, however, total broadcast viewing was down 5.6% and the sports genre was down by 8%.

Top 10 streaming programs in October:

    1. “Suits”
    2. “Grey’s Anatomy”
    3. “Bluey”
    4. “Fall of the House of Usher”
    5. “NCIS”
    6. “Love Is Blind”
    7. “Gilmore Girls”
    8. “Cocomelon”
    9. Elemental (2023)
    10. Reptile (2023)

Ampere: Nearly Half of Global Internet Users Have Switched Off Broadcast TV

The percentage of internet users claiming to watch little to no linear broadcast TV in a typical day grew 22% to almost half (45%), according to new data from Ampere Analysis. In a global survey of 54,000 adults across 28 markets, Ampere found that while most younger respondents unsurprisingly watched little broadcast TV, another 35% of those claiming to watch no broadcast TV were over 45 years old — a rise from 28% six years ago.

Specifically, in the first quarter this year, 37% of internet users claimed to watch little to no linear TV on a typical day. The percentage of high linear TV viewers — those who watch at least four hours of broadcast TV daily — has also declined in the same two-year time frame, down from 19% of respondents in 2021 to 15% this year.

By comparison, the percentage of internet users saying they watch more than four hours of video-on-demand (VOD) content in a typical day is up 4% to 62%.

While streaming video consumption continues to increase, Ampere found that so-called “low-level” TV broadcast consumption (less than two hours per day) suggests that many internet users still tune in for key live events such as sports, major reality TV shows and exclusive dramas.

Additionally, pay-TV operators’ investment in proprietary streaming services has ensured they can still engage with streamers. In fact, engagement with these broadcast-led video services has increased by 26% since Q1 2023.

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Minal Modha, research director at Ampere, contends that while the decline in linear TV viewing looks like a troubling trend for broadcasters, adoption of video streaming options should limit subscriber losses.

“If the linear channels can continue to adapt and provide a strong OTT offering for audiences switching from scheduled TV channels, they have an opportunity to retain them, albeit on a different medium,” Modha said in a statement.

Nielsen: Streaming Video Use Topped Broadcast TV in April

A month after U.S. consumers for first time spent 30% of their entertainment time streaming video, new data from Nielsen found that those same consumers streamed more video in April than broadcast television.

While Netflix’s market share remained unchanged from March, YouTube market share increased 0.1% to 6.1%, and Amazon Prime Video increased to 2.5% from 2.3%. Disney+ share fell to 1.7% from 1.8%.

The big news in April was the arrival of HBO Max on the chart, with the Warner Bros. Discovery property generating 1% market share for the first time, in addition to usage growth among “other” category streaming services, led by NBCUniversal’s Peacock, which was up 11% from March.

“The second-biggest mover was Apple TV+, which was up 7.7% month-over-month,” Brian Fuhrer, SVP of streaming strategy, said on the webcast. “They’re not at the 1% threshold yet, but we’re going to be keeping an eye out for them as they gain traction with consumers.”

While streaming volume was flat on a month-over-month basis, Nielsen found that both broadcast and cable saw a decrease in viewing by 3% and 2.5%, respectively. Broadcast viewing was reflective of 14.7% less drama viewing and a 38.2% drop in sports viewing. The dip in cable viewing was reflective of a 16.9% decline in news viewing, which was somewhat balanced by a 17% increase in sports, fueled by the viewing of the NCAA basketball finals and NBA, according to Nielsen.

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‘Dishing With Julia Child’ to Stream Feb. 28 on PBS Living and PBS Passport

“Dishing With Julia Child,” a new six-part series from PBS, will be available to stream Feb. 28 on PBS Passport and PBS Living, available on Prime Video Channels and Apple TV.

“We are more than excited to be bringing original content to PBS Living for the very first-time,” said Andrea Downing, co-president of PBS Distribution, in a statement. “Julia Child pioneered what cooking shows have become today and to get a once-in-a-lifetime look at how she inspired the master chefs of today is truly a treat.”

PBS Living is available at $2.99 a month. PBS Passport is an added member benefit.

Eric Ripert in “Dishing With Julia Child”

In “Dishing With Julia Child,” nine respected chefs — José Andrés, Rick Bayless, Carla Hall, Vivian Howard, Sara Moulton, Jacques Pépin, Éric Ripert, Marcus Samuelsson and Martha Stewart — gather together to screen favorite episodes of Child’s iconic show “The French Chef,” which debuted in 1963. As they watch, they share personal reminiscences, anecdotes and a few laughs as they discuss the immeasurable impact she had on their lives, careers and the American food scene.

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Jose Andres in “Dishing With Julia Child”

The series, which will also be broadcast on Fridays April 3-17 on PBS, is part of the PBS 50th anniversary celebration of the iconic personalities that shaped both broadcast history and pop culture.

“As we celebrate PBS icons like Julia Child during our 50th anniversary, audiences will also get an exciting look at how these legacies will shape and inspire the future of PBS,” said Jerry Liwanag, VP, fundraising programming, in a statement. “This nostalgic series is just one example of the rich food and culture programming that PBS makes available to audiences across multiple platforms.”

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“’Dishing With Julia Child’ showcases how pioneering and timeless Julia Child’s television teaching is,” said Eric W. Spivey, chairman of The Julia Child Foundation for Gastronomy and the Culinary Arts. “The Foundation is thrilled PBS has connected some of Julia’s iconic episodes to the streaming age through the eyes of chefs who embody her legacy.”

Episode titles and broadcast premiere dates (ET):

No. 1 “The Whole Fish Story” (April 3, 10:00-10:30 p.m.)

No. 2 “The Good Loaf” (April 3, 10:30-11:00 p.m.)

No. 3 “Your Own French Onion Soup” (April 10, 10:00-10:30 p.m.)

No. 4 “Boeuf Bourguignon” (April 10, 10:30-11:00 p.m.)

No. 5 “The Potato Show” (April 17, 10:00-10:30 p.m.)

No.6 “To Roast a Chicken” (April 17, 10:30-11:00 p.m.)

Netflix Brass Doubles Down on Indifference to Pending SVOD Competition

With Disney and Apple just weeks away from launching branded subscription streaming video services, Netflix remains defiant to the pending competition, which includes service launches from WarnerMedia (HBO Max) and NBCUniversal (Peacock) early next year.

Speaking on the company’s Oct. 16 fiscal earnings webcast, CCO Ted Sarandos walked back any apparent corporate weakness regarding comments CEO Reed Hastings made in the United Kingdom last month about a whole new world in over-the-top video awaiting come November.

“I think I got the subtlety of the brave — the whole new world Aladdin reference,” Sarandos quipped. “Everyone else took it pretty literal.”

Many on Wall Street had taken Hastings’ comment to suggest Netflix was concerned, especially after HBO Max and Peacock took away Netflix streaming rights to popular reruns of “Seinfeld” and “The Office,” respectively.

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“From when we began in [2007] streaming, Hulu and YouTube and Amazon Prime Video were all in the market,” Hastings said. “All four of us have been competing heavily, including with linear TV, for the last 12 years. So fundamentally, there’s not a big change here.”

Hastings said he found it “interesting” to see both Apple and Disney launching services in the same week after 12 years of not showing much interest in SVOD.

“I was being a little playful with a whole new world in the sense of the drama of it coming,” Hastings added. “But fundamentally, it’s more of the same, and Disney is going to be a great competitor. Apple is just beginning, but they’ll probably have some great shows, too.”

Indeed, until just recently, Disney exclusively licensed original movies and rights to create original Marvel TV series to Netflix.

The Netflix co-founder reiterated that the SVOD market remains more in competition with linear TV than within its market. He said OTT video is still a relatively small player compared to broadcast TV.

“So, just like in the [shareholder] letter … [writing about] multiple cable networks over the last 30 years not really competing with each other fundamentally but competing with broadcast TV, I think it’s the same kind of dynamic here [with streaming video],” Hastings said.


Report: 62% of Video Streamers Find Broadcast TV Irrelevant

With more than 1.23 billion people projected to subscribe to over-the-top video platforms by 2023, new data from German consultant Simon-Kucher found that 84% of U.S. survey participants have already replaced traditional TV with SVOD.

Indeed, 62% of U.S. respondents in the March/April survey of 490 respondents from nine countries (Australia, Brazil, Chile, France, Germany, Mexico, Singapore, U.K., U.S.), said they considered linear TV irrelevant.

“Growing numbers of viewers have turned their backs on linear television,” Lisa Jaeger, partner at Simon-Kucher, said in a statement. “They increasingly prefer ad-free video streaming services, a trend that will impact TV advertising on a grand scale.”

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In the U.S., the study found the top reasons cited for subscribing to a streaming service is the availability of a broad range of high-quality content, followed by price. Content exclusivity was listed as being least important.

“These insights give providers some leeway when it comes to pricing,” analyst Eddie Hartman said. “Provided they offer attractive content and remain ad-free, they can ask customers to pay a modest premium.”

Nearly 40% of U.S. participants prefer paying a higher monthly charge in exchange for having no commercial interruptions to their viewing experience, according to the report. Thirty-four percent indicated a willingness to accept a small number of ads in exchange for a lower monthly charge, and 7% percent a free, ad-supported plan.

Simon-Kucher contends Disney’s pending $6.99 streaming service Disney+ isn’t expected to disrupt the market. The study also revealed that potential users already find the Apple TV+ offering to be attractive, with 31% of U.S. respondents stating they would definitely subscribe to it, 56% stating they would consider subscribing to it, and 13% expressing no interest in it.

However, it appears unlikely that Apple will drive established OTT competitors out of the market, with 41% of U.S. survey respondents stating they would use Apple TV+ in addition to existing subscriptions, while another 41% would use Apple TV+ and probably cancel at least one existing subscription. No respondents stated an intent to use the Apple service exclusively and cancel all existing subscriptions.

“These findings are actually good news for the entire industry, with streaming providers having the chance to co-exist,” Jaeger said. “But to set themselves apart from competitors, they will need to commit to providing content that is attractive to consumers.”


Report: Video Streamers Covet TV Antenna

It may be a digital world driven by over-the-top video distribution. But as millennials opt away from traditional pay-TV, they are also embracing the old-school TV antenna, according to a new report.

Horowitz Research suggests that while TV viewers in the U.S. are experimenting with online TV services such as YouTube TV, Sling TV, DirecTV Now and PlayStation Vue, among others, they are increasingly opting for digital antennas.

The study finds that 34% of TV content viewers are accessing OTT video content via digital antennas, which came about following the federal government’s mandated switch from analog to digital TV transmission.

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Antenna owners are younger (40% of antenna owners are 18-34 vs. 31% of total TV content viewers) and skew male (59% vs. 49% of total TV content viewers).

Among non-pay-TV subscribers, 51% report owning an antenna. Antenna owners are more likely to subscribe to one of the three major SVOD services (78% subscribe to Netflix, Hulu, or Amazon Prime Video, vs. 67% of TV content viewers). Antennas are also popular in traditional pay-TV subscriber households: 30% of traditional subs report owning an antenna.

Horowitz’s data suggest antenna owners spend 19% of their time using an antenna, 44% streaming, and 32% through an MVPD, watching live, DVR, VOD and packaged media

“With today’s stronger signals and advances in technology, along with improved design aesthetics, antennas are re-emerging as an inexpensive and practical way of accessing TV content,”  Stephanie Wong, director of insights and strategy, said in a statement.

With new technology allowing for the recording of over-the-air content, including TiVo’s Bolt OTA, Plex, and Amazon’s Fire TV Recast, Horowitz said consumers are replacing cable with SVOD services and over-the-air broadcasts.

With the pending rollout of ATSC 3.0, which would allow for 4K resolution and enhanced sound to broadcast TV, Adriana Waterston, SVP of insights and strategy for Horowitz, contends pay-TV’s perceived advantage in picture quality and reliability is waning.

“As the broadcast industry works to improve its standards and achieve widespread adoption of ATSC 3.0 — about 40 markets by 2020, according to NAB — that advantage gap has the potential to shrink, with adoption of over-the-air viewing increasing,” Waterson said.

Return of Rabbit Ears? Over-the-Air Antennae Makes Comeback

When the federal government in 2009 mandated broadcast television switch from analog transmission to digital, conventional wisdom assumed the end of over-the-air TV signals.

New data from Nielsen would argue otherwise.

Nearly a decade after the switch, there are 16 million households employing a digital antennae. That’s up 50% from 5 million homes in 2010.

“And as an increasing number of consumers consider a more à-la-carte approach to their TV sources, there is opportunity for [OTA] to continue growing,” Nielsen wrote in a Feb. 13 blog post.

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While 41% of OTA homes do not use an over-the-top video service such as Netflix, the majority do. Indeed, 8% (1.3 million) of OTA households subscribe to online TV services such as Sling TV, DirecTV Now, PlayStation Vue and YouTube TV.

Nielsen found TV consumption highest among households without streaming video — a whopping 4.5 hours daily!

This market segment also spent 16 minutes daily watching DVD/Blu-ray Disc content; 15 minutes on “other” TV; 13 minutes on an Internet-connected device; and six minutes playing video games or consuming cable TV.

Notably, consumption of packaged media (DVD/Blu-ray Disc) content fell to seven minutes daily among OTA homes with SVOD and three minutes among homes with both SVOD and online TV.

Nielsen attributed higher fragmentation for TV consumption driven by Internet-connected device usage – despite the fact SVOD homes with and without a online TV still consume more than 60 minutes of broadcast TV daily. Cable TV consumption increased with online TV access, but still lagged behind broadcast viewing.

“Regardless of OTA home type, broadcast TV [remains] a daily go-to source for content on the TV screen,” wrote Nielsen.


Parks: Broadcast TV Still Trumps Streaming Video

Despite Netflix’s subscriber base trumping or rivaling (HBO) most pay-TV services, broadcast TV still generates the majority of home entertainment consumption — among broadband households, according to data from Parks Associates.

While the Addison, Texas-based research firm sought to highlight the fact broadband homes consume five hours of streaming video weekly, the data underscored the fact traditional distribution channels continue resonate.

Indeed, consumption of DVD and Blu-ray Disc content trailed the DVR and video-on-demand, while besting pay-per-view.

“As an industry, we’re embarking upon one of the most exciting and opportunistic times in the OTT and digital entertainment market,” Colin Petrie-Norris, CEO of Xumo, the Irvine, Calif.-based online TV platform.

Petrie-Norris, along with other industry executives, are participating in Parks’ first-ever “Future of Video: OTT, Pay TV and Digital Media” confab, occurring today (Dec. 10) in Marina del Rey, Calif.

The confab will underscore ongoing proliferation of OTT video at the expense of pay-TV (and broadcast), including changes in how content and advertising is targeted toward specific consumers.









“Content will always be king, but equally as important in delivering quality OTT experiences is personalization,” said Darren Lepke, marketing director, Verizon digital media services.


Ad Group Plugs Ad-Supported OTT Video

The Interactive Advertising Bureau (IAB) Oct. 10 released new data it claims underscores the value of marketing through ad-supported over-the-top video.

In its study based on a Sept. 25-26 survey of 1,223 consumers ages 18+ in the U.S., results found that the largest audience segment of OTT video is 18-34-year-old adults with household incomes above $75,000.

The audience includes households with kids and skews more male. Nearly 73% of respondents who regularly stream video say that they have watched ad-supported OTT. Moreover, 45% of streamers report that they watch ad-supported OTT the most.

“Advertisers have a real opportunity to make connections with younger consumers, who are likely to have higher-income, through ad-supported video delivered over-the-top,” Anna Bager, EVP, industry initiatives, IAB, said in a statement. “The findings from this study can help marketers navigate their way to valuable and receptive audiences by deploying an OTT strategy.”

Indeed, the report claims respondents are not easily reached through broadcast TV or subscription-based video on demand (SVOD). More than half (52%) of ad-supported OTT viewers are cord-cutters or cord-shavers, largely due to cost (77%), while 42% cite ‘convenience/flexibility’ and 38% cite ‘better content on streaming services’ as a reason. Additionally, they spend less time watching cable than SVOD viewers.

The report found that a higher percentage of respondents also enjoy interacting with ads in comparison to SVOD viewers, providing opportunities to engage and develop one-to one-relationships with these households and consumers.

Ad-supported OTT video viewers are more likely to try new brands, with 36% stating they learn about new brands/products/services from video ads. In fact, respondents said they spend more on online subscription purchases ($119 monthly vs. $89 for SVOD viewers).

“This study showcases the high value that brands should place with increased investment in ad-supported OTT video,” said Sue Hogan, SVP, research and measurement, IAB.