Nielsen Gauge October: Broadcast Dramas Threw in a Plot Twist

Two big questions re: how we watch video:
1) Did the arrival of the fall season increase broadcast’s share of total TV?
2) Which streaming services account for the highest share of total TV?

Big question #1: Did the arrival of the fall season increase broadcast’s share of total TV?

Quick answer: Yes.  Broadcast grew its share to 26%, the highest since February 2022.

Share of total TV time according to Nielsen:
1) Streaming – 37%
2) Cable – 33%
3) Broadcast – 26%
4) Other – 4%

Streaming share of total TV time (YoY growth):
1) 2019-Q4 – 19%
2) 2022-Oct – 37% (↑ 96%)

YoY change in total TV time:
1) Streaming – ↑ 31%
2) Broadcast – ↓ 8%
3) Cable – ↓ 11%

YoY growth rate for streaming:
1) May – ↑ 23%
2) June – ↑ 25%
3) July – ↑ 24%
4) August – ↑ 25%
5) September – ↑ 33%
6) October – ↑ 31%

Big question #2: Which streaming services account for the highest share of total TV?

Share of total TV time (streaming only):
1) YouTube – 9%
2) Netflix – 7%
3) Hulu – 4%
4) Amazon Prime – 3%
5) Disney+ – 2%
6) HBO Max – 1%
7) PlutoTV – 1%
8) Other – 11%

YoY growth rate for streaming:
1) YouTube – ↑ 47%
2) Disney+ – ↑ 43%
3) Amazon Prime – ↑ 33%
5) Hulu – ↑ 25%
6) Netflix – ↑ 6%

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