Total TV usage in December was up 0.3% from November, but streaming’s share edged down to 38.1% from 38.2% in November (Nielsen said most of the dip was due to rounding). Cable and broadcast also lost share as video game usage increased.
Total time spent streaming was up 0.2% from November (and up 46.1% from a year ago), with HBO Max jumping 18.1%.
By scoring a 1% share, Nielsen will track Peacock in its monthly reports. Nielsen said the premiere of The Best Man: The Final Chapters, released just before Christmas, gave Peacock a boost.
But most of the other streaming services lost share in December with YouTube garnering 8.7% of viewing, down from 8.8%; Netflix at 7.5%, off from 7.6%; Hulu at 3.4%, down from 3.9%; Amazon Prime Video at 2.7%, up from 2.6%; Disney Plus with 1.9%, down from 2%, HBO Max 1.4%, up from 1.2%, Peacock at 1% and Pluto TV at 0.8%, down from 0.9%.
Broadcast’s share fell to 24.7% in December from 25.7% in November. Total usage was down 3.7% from November and up 0.3% from a year ago. Broadcast dramas were down 20% and sports were down 12.3%.
Cable share was 30.9% in December down from 31.8% in November. Cable news was down 10.2%. Time spent watching cable content was down 12% compared to a year ago.
Viewing of linear television on multichannel video programming distributor and virtual MVPD apps represented 5.3% of total television usage and 14.0% of streaming usage in December (compared with 5.8% and 15.2%, respectively, in November).
YouTube TV accounted for 14.3% of YouTube viewing (1.2 share points), and Hulu Live made up 10.1% of Hulu viewing (0.3 share points). Broadcast and cable content viewed through linear streaming apps also get credited in their respective categories. ■
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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