Broadcast pulls even with streaming share in Nielsen TV Gauge
After a few months where streaming video's share of television viewing was on the march, it took a back-to-school pause - and now broadcast is the one making up ground in TV's traditional fall season.
Streaming's share has been at 28% for a few months, but broadcast television inched up 2 percentage points in September and another 2 in October to tie it at 28%, according to "The Gauge" from Nielsen, its monthly macro look at TV delivery platforms.
It attributes the gain to two fall phenomena: the new fall TV lineup (particularly general drama) and live sports (up 22% from September). Those two genres accounted for 35% of the time viewers spent watching broadcast programming in October, Nielsen says.
Broadcast took its gains from Cable and Other, which fell to 37% and 6% share respectively. ("Other" TV use includes such uses as watching video discs and gaming.)
Of the 28% share taken by streamers, $Netflix(NFLX.US$ and $Alphabet-C(GOOG.US$ $Alphabet-A(GOOGL.US$ had been tied at 6 percentage points apiece, but Netflix ticked up to 7% of total viewing, thanks in large part to minutes viewed jumping 5.5% during the period, a credit to its hits like Squid Game, You and Maid.
Behind it in share were Hulu (DIS, CMCSA), at 3%; Amazon Prime Video $Amazon(AMZN.US$, at 2%; and Disney+ $Disney(DIS.US$, at 1%.
Total minutes viewed across Amazon Prime Video and Disney+ each declined about 2.5%. Hulu viewership dipped 0.3%. YouTube viewership, boosted by YouTube TV, rose 2.2%.
The "Other Streaming" category includes linear streamers like Spectrum $Charter Communications(CHTR.US$, DirecTV $AT&T(T.US$ and Sling TV $Dish Network(DISH.US$, and it's held steady at 9% of overall TV share, but viewership in that category is growing by double digits.
In Nielsen's weekly streaming ratings, meanwhile, Netflix continued to make hay, sweeping the entire top 10 in overall programs - but fresh off a new season, You ousted Squid Game as the No. 1 program, streaming 2.682 billion minutes to Squid Game's 1.682 billion.
They were followed on the overall chart by Netflix's Maid (865 million minutes), Shameless (851 million), CoComelon (748 million), Locke & Key (637 million), In the Dark (608 million), Seinfeld (595 million), The Blacklist (586 million) and NCIS (540 million).
As usual, Netflix also swept the acquired-series sub-chart, led by Shameless, CoComelon, In the Dark and Seinfeld. And it took the top five spots on the originals chart, though Hulu (DIS, CMCSA) broke through there at No. 6 with Only Murders in the Building (386 million), and Apple TV+ $Apple(AAPL.US$ at No. 9 with Ted Lasso (291 million).
The movies chart was once again where Disney racked minutes: Disney+ led the chart with Black Widow (269 million minutes) and Hocus Pocus (237 million). Those were followed by three Netflix films - The Forgotten Battle (216 million), Going in Style (210 million) and Night Teeth (188 million) before three other Disney+ films: Tim Burton's The Nightmare Before Christmas (168 million), Luca (150 million) and Moana (134 million).
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Mikey_Vibez : Apple TV+ is Netflix's most powerful competitor
Austin ONeill : They are measuring it wrong. There's a vast majority of silent people, who cut their cable years ago, do not watch broadcast & no streaming either. When there's so much propaganda, spin & wokeness in every medium, people have now started picking & choosing what they want to watch or listen to. These poll numbers are garbage & media sector is the absolute pits.
Wyatt lincoln Austin ONeill: My son, 14, and step-daughter, 20, never ever turn on the TV. They watch shows on their cellphones, Netflix, YouTube, til tok, etc. I imagine that is the case for youth.
Sacai Luis Wyatt lincoln: I watch stuff on my smart TV and laptop but never my phone (my poor eyes!) but the platform isn't that significant, is it? We should assume that the streaming apps are being viewed on a wide range of devices.
Rann New : Buy ROKU on its current (exaggerated) weakness
sPhCqxPcWZ : Wait wasn't streaming going to kill broadcast?
I3kmETh4aA sPhCqxPcWZ: I know right. I think this chart is not accurate.
TpdPfbWje4 sPhCqxPcWZ: Streaming isn't going to kill cable either.
2znASYonpa TpdPfbWje4: or theaters
vk3XubZ0kD TpdPfbWje4: Well vinyl still exists too. So does radio. Old technologies don't vanish entirely, they just become far less relevant.
But for broadcast, since it's ad-supported, another factor is age. Advertisers don't care about anyone over the age of 49, but that's the age group that's sticking around with broadcast. So that will accellerate broadcast's decline. If cable can keep the subscriptions of old people going (maybe because they forgot to cancel), it could last a bit longer before dwindling into irrelevance.
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