• by Wayne Friedman , October 17, 2023

NFL football boosted broadcast networks' total day viewing in September nearly 13% for persons two years and older to a 23% share versus August, according to Nielsen estimates.

This gave broadcast a 23% share, adding 2.5 share points from August (20.4%).

Broadcast also witnessed increases of 30% each for 18-49 and 25-54 viewing groups.

While cable TV benefited for much the same reason -- NFL and college football -- this largely went to one network, ESPN, which had the top 11 cable telecasts in the month. Ten of the 11 were football-related. U.S. Open tennis was the other.

Although cable TV September sports viewership climbed 25.5% versus the previous month, overall cable TV viewership fell 1.1% (0.4 share points) to a 29.8% share.

Streaming viewership fell for the second consecutive month -- 1.7% (0.8 of a share point) -- to a still industry-leading 37.5%. 

One of the biggest streaming platforms was Amazon Prime Video -- rising 7.5% (2.0 share points) -- also due to the NFL and its “Thursday Night Football.” Prime Video rose to a best ever 3.6% viewing share of television in the month.

Other streamers that showed growth were Tubi, 4.3% higher to a 1.3% share, and Roku Channel, up 1.4% to a 1.1% share.

Nielsen also says live and linear streaming platforms and apps accessed via pay TV  services (cable, satellite, telco, or virtual) comprised 5.7% of total television usage in September -- the highest to date this year. 

Linear streaming is included in either the broadcast or cable category -- it is not included in the streaming category.