Nielsen: Streamers Eyed Marginal January Market Share Gains, Losses

Streaming video usage increased 1.2% in January from December 2022, with Prime Video gaining 9.3% in usage, according to new monthly Nielsen data. The arrival of a new season of “Jack Ryan” and the movie Shotgun Wedding helped Prime Video gain 0.2 share points to end the month with 2.9% of total TV. Hulu (including Hulu + Live TV) was up 2.9% in usage and added 0.1 share points.

Wedding originally cast Jennifer Lopez with Armie Hammer, whose personal life issues resulted in him being replaced by Josh Duhamel. Lionsgate then nixed a theatrical release, licensing the movie to Amazon.

While Netflix’s share held steady at 7.5%, the end of the holiday season had an impact on Disney+, which declined 9.9% and lost 0.2 share points.

The NFL playoffs, the weather and consumers looking for non-winter holiday content combined to produce a 1.3% uptick in broadcast TV consumption in January.

Broadcast market share increased 2.1%, driven by a 29% surge in dramas from December to account for 23.5% of the total, while sports leapfrogged 55% to pull in 25.3%, with the NFL playoffs capturing the 10 most-viewed programs during the month. On a year-over-year basis, however, broadcast viewership was down 6% from January 2022.

Cable usage was flat compared with December, as a 22% increase in sports usage couldn’t make up the gap left by the 19% decline in cable movie viewing — an additional viewing trend associated with the closing of the 2022 holiday season.

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