A heavy sports activities slate and the lead-up to the midterm elections pushed general TV burn up in October. Streaming remained viewers’ favored supply technique for the month, and broadcast retailers grew, however cable’s share declined somewhat.
Nielsen’s month-to-month snapshot of TV use exhibits streaming platforms commanding 37.3 % of viewing time within the United States, up from 36.9 % in September. Streaming has grown for eight straight months, in keeping with Nielsen, and has led all platforms for 4 months in a row.
Broadcast viewing rose by 10 % over September and added 1.8 share factors due to huge progress amongst dramas — greater than 40 aired on the 5 English language networks, with CBS’ NCIS drawing the most important viewers amongst them — and sports activities. Those two classes made up greater than half of all broadcast viewing (27 % for dramas, 25 % for sports activities). News consumption on broadcast networks additionally rose by 15 % in October because the midterms loomed.
Cable retailers misplaced 0.9 share factors in October to complete with 32.9 % of all TV use, regardless of some progress from news and sports activities (which make up about 30 % of all cable programming). Cable and broadcast have each misplaced vital share up to now 12 months, going from a mixed 65.3 % of use in October 2021 to 58.9 % final month. Streaming has added practically 9 factors to its share in the identical time-frame, going from 28.4 % a yr go to 37.3 % now.
YouTube was once more essentially the most used streaming platform, accounting for 8.5 % of all TV use for the month. Netflix had 7.2 %, off barely from September, whereas Hulu ticked as much as 4 %. (In September, Nielsen modified its measurement of streaming platforms to a reside plus seven-day viewing foundation; beforehand it was reside solely. The determine additionally contains linear streaming on cable and satellite tv for pc supplier apps and retailers like YouTube TV and Hulu + Live, which contributed to utilization jumps for each.)
Nielsen’s platform rankings for October are beneath.
Streaming*: 37.3 %
Cable: 32.9 %
Broadcast: 26 %
Other: 3.8 %
*Includes linear streaming on MVPD apps and VMVPDs resembling Hulu + Live and YouTube TV. Broadcast and cable content material considered by way of linear streaming apps additionally credit its respective class.
YouTube (together with YouTube TV): 8.5 %
Netflix: 7.2 %
Hulu (together with Hulu + Live): 4 %
Prime Video: 2.8 %
Disney+: 2 %
HBO Max: 1.1 %
Pluto TV: 0.9 %
All others: 10.8 %