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Streaming Accounted For 35.9% Of Total TV Usage In December 2023


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Following an increase in usage of 1.2%, the Streaming category accounted for 35.9% of total TV usage in December. Based on the latest data from Nielsen’s The Gauge, and due to the increase in overall TV usage, this resulted in another monthly drop in overall market share for Streaming.

Nielsen reports overall usage as having increased 1.7% from November. What’s even more notable is that TV viewers watched a whopping 105 billion minutes of programming on New Year’s Day. Only beaten out by Super Bowl Sunday, this made New Year’s Day the day with the second-most viewing of the year.

Streaming wasn’t the only category to see a drop in December, as Broadcast also declined to 23.5% (down from 24.9%). Similar to Streaming, Cable also technically saw a 1.3% increase from November. However, Cable decreased to 28.2% (down from 28.3%), when taking into account the increase in overall TV usage.

After watching 13% less broadcast programming than in November, adults 25-34 were credited as the demographic with the biggest decline.

At the individual streaming service level, YouTube closed out the month with an 8.5% market share (down from 9%). While Netflix increased to 7.7% (up from 7.4%), Prime Video dropped to 3.3% (down from 3.4%) and Hulu dropped to 2.6% (down from 2.7%). Elsewhere, Disney+ (1.9%), Peacock (1.3%), Max (1.2%), and Paramount+ (0.9%) all saw no market share change from November.

When it comes to the free streaming services, Tubi at 1.4% saw no monthly market share change, and neither did The Roku Channel at 1%. However, Pluto TV dropped to 0.7% in December, down from 0.8% in November.

John Finn


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