Streaming continues to increase its share of viewing at the expense of Cable and Broadcast.
The May Nielsen Gauge confirms these and other key trends.
Highlights:
- Streaming usage is now at a dominant 36.4% share — up from 31.9% a year ago.
- Cable TV viewing continues to decline — down 14% to a 31.1 share — versus a 36.5 share in the year-ago monthly period.
- Broadcast now captures less than a quarter of the available audience.
Netflix Rolls the Competition
- Netflix made a major gain — up 9.2% in 12 months and now with a 7.9% share.
- Netflix’s viewing measure is approximately 4x Disney+, 6x HBO Max and 7x Peacock.
- Meanwhile Amazon Prime Video is 5.1% higher to a 3.1% share.
FAST’s Showing Up
- The Roku Channel is the latest free streamer to make the Gauge.
- Roku joins FAST services Tubi and Pluto TV.
TV USE U.S. (%)
(Total day viewership of persons 2+)
Platforms
- Streaming: 36.4%
- Cable: 31.1%
- Broadcast: 22.8%
- Other: 9.7%
Streaming Services
- YouTube: 8.5%
- Netflix: 7.9%
- Hulu: 3.7%
- Prime Video: 3.1%
- Disney+: 1.8%
- Tubi: 1.3%
- HBO Max/Max: 1.2%
- Peacock: 1.1%
- Roku Channel: 1.1%
- Pluto TV: 0.9%
Note: The Gauge measures total day viewership of persons two years and older.
