Nielsen's new total TV usage metric -- The Gauge -- shows what many have suspected: Streaming TV time has not only showed rocketing growth, but now has topped one major traditional TV platform: broadcast TV.
The Gauge is a new tool that compares Total Usage of Television (TUT) among broadcast, cable and streaming categories. Nielsen says data for The Gauge is derived from two separately weighted panels -- its national TV panel and streaming video ratings.
Nielsen says streaming, across all TV homes, now has a 26% share of total day usage of television among persons 2-years-old and older, while broadcast is at 25% share.
But streaming isn’t the biggest platform in terms of total time.
The top honor goes to cable TV, with a 39% share. The "other" category is at 9% share, which Nielsen says includes video-on-demand, streaming through a cable set-top-box, gaming, and other devices, such as DVD machine use.
Breaking down streaming categories by app/platform:
Netflix and YouTube (including virtual pay TV provider, YouTube TV) each have a 6% share. Hulu (including Hulu + Live TV ) is at 3%; Amazon Prime Video, 2%; and Disney+, 1%. Another 8% of streaming time is in the “other” category.
In a tweet, Dave Morgan, CEO of Simulmedia, says that while the 26% share for streaming is an eye-opening number, streaming "ad-supported" platforms only comprise a 4% share.
Streaming data comes from a subset of TV households in its national TV panel enabled with the streaming meter. Linear sources, as well as total usage, are based on viewing from the overall TV panel.
Nielsen says “linear streaming” is reflected in both the broadcast and cable categories as well as in the “streaming” section, per app (Hulu Live, YouTube TV, and other).