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Streaming Accounted For 37.7% Of Total TV Usage In February 2024

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Streaming accounted for 37.7% of total TV usage in February 2024, according to the latest data from Nielsen. This marked a six-month high for the Streaming category and was in spite of overall TV usage falling 6.4% on a month-over-month basis.

As to be expected, Super Bowl Sunday provided a major boost to TV consumption, resulting in the largest Super Bowl audience ever, and the most-viewed day of TV ever noted in Nielsen’s The Gauge report. Super Bowl LVIII not only helped the main TV categories, but it also helped Paramount+ increase its share as well.

Overall, Streaming’s 37.7% of TV usage was an increase on the 36% reported for January, and marked a six-month high. The last time Streaming had a greater market share was back in August 2023 (38.3%). In contrast to streaming, Cable dropped to 27.6% (down from 27.9%) and Broadcast dropped to 23.3% (down from 24.2%).

For reference, Nielsen doesn’t include linear streaming in the Streaming category. Instead, live TV streaming through MVPD and vMVPD apps are grouped together and totaled 6.2% of total television usage in February.

In terms of individual streaming services, YouTube increased to 9.3% (up from 8.6% in January), while Netflix dropped to 7.8% (down from 7.9%). In joint third with 2.8% was Hulu (up from 2.7%) and Prime Video (no change). Elsewhere, Disney+ held steady at 1.9%. Peacock dropped to 1.4% (down from 1.6%), Max remained at 1.3% and Paramount+ increased to 1.1% (up from 0.9%).

When it came to free streaming services, Tubi jumped to 1.7% (up from 1.5% in January), The Roku Channel increased its share to 1.2% (up from 1.1%), and Pluto TV increased to 0.8% (up from 0.7%), marking a good month overall for FAST services.

John Finn

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