Nielsen: Back to School Drops August’s Household Streaming Market Share

While streaming usage remained strong in August, the return to school resulted in a 1.6% monthly dip in streaming video across household televisions, according to new data from Nielsen’s The Gauge report.

About 80% of the streaming viewership decline was due to decreased usage among viewers ages 2-17. Despite the drop among kids, Disney+ had the third- and fourth-most watched titles: “Bluey” and Guardians of the Galaxy Vol. 3, with 4.2 billion and 3.2 billion minutes, respectively.

The top two titles, “Suits” and” The Lincoln Lawyer,” remained strong, but not strong enough to offset a 4.8% drop in usage on Netflix. Peacock, which also carries “Suits,” was the biggest gainer, with usage rising 8.3% as a result of events such as “WWE Summer Slam,” shared coverage of the NFL Hall of Fame Game and the success of The Super Mario Brothers Movie. While not included in the streaming category, linear streaming represented 5.1% of TV usage in August.

Despite its current stronghold with viewers, streaming platforms will see more competition in September as both the MLB playoff race narrows, and broadcast and cable benefit from broader coverage of new NCAA and NFL football seasons. 

Nielsen: June Household TV Streaming Hit All-Time High, Led by YouTube, Netflix

Streaming video across household televisions accounted for 37.7% of overall TV usage in the U.S. in June, a record high share total for the digital format. By comparison, cable viewing made up 30.6% of TV usage and broadcast content viewing made up 20.8%.

Perennial chart toppers YouTube and Netflix each achieved their largest market shares to date, representing 8.2% and 8.8% of TV viewing, respectively.

Overall TV usage in June was up on a monthly basis for the first time since January, including up 2.2% compared with May. Nielsen attributed the uptick to the increased streaming of younger viewers as school lets out for the summer.

Specifically, TV usage among the 2-11 and 12-17 age groups was up 16.3% and 24.1%, respectively, compared with May, with non-traditional TV options (i.e., streaming, video gaming) accounting for 90% of the increases across both groups.

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The Gauge, June 2023. Nielsen’s monthly snapshot of total broadcast, cable and streaming consumption that occurs via television.

The streaming category represented the largest share of television to be reported in The Gauge since July 2021, when cable accounted for the same amount. The cable category holds the record for largest share of TV reported at 40.1% in June 2021.

Paramount+ captured 1% of overall TV viewing in June and is the 11th streaming service to be independently reported in The Gauge. Viewing to Paramount+ was boosted by its original series “Star Trek: Strange New Worlds,” which generated nearly 1 billion viewing minutes.

Other content highlights included action-drama series S.W.A.T., which streams on Hulu, Netflix and Paramount+, was the most-watched streaming program in June, with nearly 5 billion minutes viewed across the three platforms.

Tubi usage increased 12.1% and brought its share to 1.4% of TV to remain the leading FAST service. Disney+ benefited from the growth in younger audiences, as usage jumped 11.9% to account for 2% of TV viewership. With a 16.5% monthly increase in usage, Max captured 1.4% of the TV market, up 0.2% from May.

Broadcast content viewership fell 6.6% in June and the category gave up 2% share points to finish the month at 20.8% of television, its smallest share of TV to date. While cable usage increased slightly in June (+0.4% vs. May) on the strength of feature films (+10%) and news (+6.6%), the category lost 0.6 share points due to the increase in streaming and total TV usage.

However, NBA-related programming was positive for both cable and broadcast formats, as the Conference Finals represented the month’s top programs on cable, and the “NBA Finals” helped drive a 31.7% increase in sports viewing on broadcast.

On a year-over-year basis, broadcast viewing was down 5.6%, and cable viewing was down 11.6%.

Nielsen: 2.5% Uptick in May Streaming Use as The Roku Channel Enters Chart for the First Time

After a 2.1% decline in April, May saw a 2.5% resurgence in U.S. streaming video usage across U.S. household televisions with 36.4% total TV viewing time, up from 36% in April, according to new Nielsen data.

Nielsen attributed about 50% of the viewership gain to implementing a methodology change that credits the viewing to streaming originals (as identified by Nielsen Streaming Content Ratings) via cable set-top boxes to the streaming category. This viewing was previously included in the “other” category.

The Roku Channel for the first time generated standalone coverage in Nielsen’s monthly “The Gauge” report, capturing 1.1% of total TV usage in May, driven in part by original programs “The Great American Baking Show” and comedy “Die Harter” season two.

Despite the overall market gains, however, total TV usage (including broadcast, cable and other) fell 4.4% from April.

Nielsen said the breakout performance of The Roku Channel in May underscored the growing footprint of free ad-supported television (FAST) services. Combined, the three FAST services (Pluto TV, Tubi, The Roku Channel) generated the same streaming video usage as Peacock and Max. And in aggregate, they account for more viewership than Prime Video.

Meanwhile, Netflix and Prime Video each gained momentum in May, posting usage gains of 9.2% and 5.1%, respectively. Roughly half of the Netflix increase was driven by the methodology change, coupled with the fact that the platform had the top three streaming titles this month: “Queen Charlotte: A Bridgerton Story” (5.4 billion viewing minutes), Sony Pictures’ A Man Called Otto (3.1 billion) and original movie The Mother (3 billion). Capturing 3.1% of TV, Prime Video benefitted from the strength of “The Marvelous Mrs. Maisel” and “Citadel,” which combined for 2.7 billion minutes. And for the fourth straight month, YouTube maintained its stance as the top streaming video platform, gaining 0.4 share points to account for 8.5% of total TV viewing.

Nielsen: Netflix Sees Significant Market Share Decline in April

Netflix’s longtime market stranglehold on household TV streaming took a hit in April as the subscription streaming pioneer’s market share fell below 7% for the first time to 6.9%, from 7.3% in March.

As goes Netflix, so too does the over-the-top video market, with household streaming use down more than 2% to 34%, from 34.1% in March. One notable gainer was the Google-owned service YouTube, which saw its market share grow to 8.1% from 7.8%. YouTube again continues to lead all streaming video platforms.

Fox Corp.’s free ad-supported streaming video platform Tubi upped its market share to 1.1% from 1%, ahead of rival Paramount’s Pluto TV at 0.8% market share.

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Nielsen: Pluto TV, Peacock Notch Incremental Market Gains in March Household TV Streaming

The NCAA College Basketball National Championship Tournament (March Madness) helped spike household cable TV viewership to 31.1%, from 30.2% in February, according to new data from Nielsen.

Yet, while select basketball games were streamed live on Paramount+, it was Paramount’s free ad-supported Pluto TV platform — which didn’t stream basketball — that saw a 0.1% uptick to 0.8% market share from 0.7% share in February. The same was true for NBCUniversal’s Peacock, which upped its market market share 0.1% to 1.1% — largely due to access to Universal Pictures theatrical releases and the original series “Poker Face,” among others.

Nielsen image

The streaming platforms’ increases resulted in a 0.1% decline for Google-owned YouTube, which continued to lead all streaming services with 7.8% market share, followed by Netflix at 7.3%, Hulu (3.3%), Prime Video (down 0.1% to 2.9%) and Disney+ (1.8%).

Overall, the streaming video market share dipped 0.2% to an industry-leading 34.1% from 34.3% in February. Broadcast dropped 0.5% to 23.3% from 23.8%.

The data is part of Nielsen’s tracking of Prime Video, Apple TV+, Disney+, HBO Max, Hulu, Peacock and Netflix across household televisions.

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Nielsen: ‘New Amsterdam,’ ‘The Last of Us’ Most-Streamed Content in February; Netflix Usage Dropped 6.7%

NBC’s original hospital-themed drama “New Amsterdam” was the most-viewed streamed program in February, with 4.6 billion viewing minutes across Netflix and NBCUniversal-owned Peacock, according to new data from Nielsen.

Netflix in January began streaming seasons one and two of the show, co-starring Ryan Eggold, Freema Agyeman and Janet Montgomery. In February, the streamer announced it would begin offering seasons three and four as well. HBO Max’s “The Last of Us” was the second-most-viewed program in February, with 4.4 billion viewing minutes.

The arrival of a new season of “You” on Netflix generated the third-highest viewing minutes at 4.2 billion, but overall usage on the platform was down 6.7% to 7.3% overall market share from 7.5% market share in January and December 2022, respectively.

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Despite overall viewing of streaming content dipping 0.9% in February from January, the streaming category gained 1.5 share points to account for 34.3% of TV usage — ahead of 30.2% for cable, 23.8% for broadcast and 11.7% for other content distribution.

Broadcast and cable viewing was down 9.2% and 5.7%, respectively. Sports viewing on broadcast was down 64.7%, with only the Super Bowl available after the NFL playoffs concluded in January, and the 3.6% rise in drama viewing and the 6.8% rise in sitcom viewing weren’t enough to cover the loss. As was the case on broadcast, a 2.4% rise in cable news viewing (driven by President Biden’s State of the Union address) wasn’t enough to cover the 34.6% drop in sports viewing, resulting in a 5.7% drop in total cable viewing.

Tubi Joins Nielsen’s Monthly Streaming Chart After Notching 1% Market Share

Fox Corporation’s ad-supported video-on-demand service Tubi March 16 announced it debuted on the February edition of Nielsen’s The Gauge Total TV and Streaming Snapshot. According to Nielsen, which tracks monthly TV and streaming usage in the U.S., Tubi reached 1% of total TV viewing minutes in February 2023, making it the most-watched free ad supported VOD service in the U.S. — ahead of rival Pluto TV.

“Reaching 1% of total viewing minutes is a huge milestone for us because it validates we are driving viewership,” Mark Rotblat, chief revenue officer at Tubi, said in a statement.

Tubi’s market share debut on The Gauge coincided with Netflix and Pluto TV losing 0.2% and 0.3% market share, respectively.

“We want to congratulate Tubi because this month they have officially reached the 1% threshold, which means we will be initiating coverage,” Brian Fuhrer, SVP of media analysis, said in a video post.

The Gauge is Nielsen’s monthly snapshot of total TV and streaming usage in the U.S. It is underpinned by Nielsen’s TV ratings service, in addition to Nielsen Streaming Platform Ratings, which provides clients with audience measurement data that details the amount of time consumers spend streaming and on which platforms.

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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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Nielsen: TV Viewing Surged in November, Powered by Football and Streaming Content

Live sports and streaming dominated consumer home entertainment consumption in November, according to new data from Nielsen.

The media measurement company’s monthly snapshot of total TV and streaming usage in the United States revealed that time spent watching television climbed considerably in November, marking the second-highest month of overall TV consumption in 2022, trailing behind January.

Nielsen reported five days in November with more than 100 billion minutes of TV viewing, including Thanksgiving Day (Nov. 24) when audiences spent nearly 106 billion minutes in front of television screens watching football. Thanksgiving ranked as the No. 2 most-watched day of TV so far in 2022, second to Jan. 16, which racked up more than 107 billion minutes largely driven by three NFL Wild Card football games.

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The Gauge: Nielsen’s total TV and streaming snapshot. November 2022.

Overall TV usage climbed 7.8% from October, and viewing volume was up for all categories on a monthly basis. Streaming saw the largest monthly increase in November with a 10.2% bump in usage, which brought the category to 38.2% of total TV viewing and set another record share for the digital format. Compared with November 2021, streaming usage grew by 41.2% and the category gained 9.7 share points.

Netflix, HBO Max and YouTube all achieved double-digit viewing increases in November, up 13.1%, 12.2% and 11.8%, respectively versus October. Netflix also saw the most significant monthly increase in share (+0.4) to finish November with 7.6% of TV.

Viewing of linear television and online TV apps represented 5.8% of total television usage and 15.2% of streaming usage in November (compared with 5.7% and 15.4%, respectively, in October). YouTube TV accounted for 15.4% of YouTube viewing (1.4 share points), and Hulu + Live TV made up 12% of Hulu viewing (0.5 share points).

Broadcast usage rose 6.7% from October, but due to the large increase in total television usage, its share of TV dropped slightly (-0.3 points) to 25.7%. Primarily driven by NFL programming, World Cup soccer coverage, and four World Series games, broadcast sports viewing jumped 10.2% and accounted for the largest share (32%) of the category’s viewing total. Broadcast news viewing was also up 14.6% compared with October, and viewing to the drama genre declined by over 12%.

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Cable TV gained the smallest amount of monthly growth among viewing categories (+4.2%) and ended November with 31.8% of total TV usage, representing a monthly loss of 1.1 share points. The increase in cable viewing was driven by the feature film genre, which climbed 32.7% to make up 18.7% of cable’s total, and cable news (+1.4% on volume), which remained the top genre for the category with 18.9%.

On a year-over-year basis, time spent watching cable content declined 9.3% and the category lost 5.1 share points. A yearly comparison also shows that cable sports and cable news viewing were up 19.6% and 17.6%, respectively, versus November 2021.

Nielsen: September Streaming Video Use Reached Record Market Share — Thanks to Football

A record number of U.S. households streamed video in September, generating a leading 36.9% market share, compared with 33.8% market share for cable and 24.2% for broadcast — the latter seeing an uptick due to the return of college and NFL football, according to new data from Nielsen.

Despite a 222% increase in monthly sports viewing on broadcast channels, consumers continued to over-indulge on streaming video content, resulting in yet another monthly high-water mark. Users also expanded their choice of streaming service, with YouTube hitting a new platform-best streaming record, claiming 8% of TV viewing and equaling Netflix’s July record high. Hulu secured its own record of 3.7%, and Pluto TV capturing 1% of total TV, enabling it to be showcased outside of the “other streaming” category for the first time.

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HBO Max also gained 9.9% in volume thanks to the debut of “House of the Dragon” and renewed interest in catalog episodes of “Game of Thrones,” pushing its share of TV to 1.3%.

Meanwhile, increases in viewership did not affect total TV share for some streamers. Prime Video usage increased 3.9% in September on the strength of “The Lord of the Rings: Rings of Power” and “Thursday Night Football” games, but the platform’s share of total TV remained flat at 2.9%. Similarly, Disney+ saw a 2.4% increase in volume, yet its share of total TV stayed at 1.9%.

“The return of football was the true spark in September, as it provided new content across broadcast, cable and streaming,” Nielsen wrote in a post. “But even without sports, streaming—in all of its forms—continues to gain adoption, and it benefits from the emphasis that pure-play streamers and media companies alike are placing on it.”