An October reading of Nielsen’s “The Gauge” now says streaming broadly accounts for a 28% share of total TV usage among persons 2 years and older -- the same levels since June.
Still, there were some micro-changes from month to month.
“The Gauge” is a monthly “macro-analysis” of TV consumption derived from two separately weighted panels. Streaming data comes from a subset of streaming meter-enable TV homes within the national TV panel.
Broadcast moved up two percentage points in October to a 28% share versus September. Nielsen says total TV consumption rose by 0.5% in August-- boosted by broadcast TV, which was up 2.9% versus July -- largely due to the Tokyo Summer Olympics.
Cable TV still commanded the biggest share -- now at 37%, down from 38% in September.
Streaming’s October 28% share mark has stayed since June -- but up from 26% in May, the initial reading of “The Gauge.”
The biggest individual streaming platform shares stayed the same versus September: Netflix, 7%; YouTube, 6%; Hulu (including Hulu Live), 3%; Prime Video, 2%; and Disney+, 1%.
The “other” streaming category stayed at 9%, the same since August.
Nielsen also calculates an additional overall “other” category, now at 6%. This is primarily unmeasured video-on-demand tuning, streaming through a cable set-top box, gaming and other devices, such as DVD players.
For the August period, Nielsen says streaming was “relatively flat,” taking a more granular view, streaming among kids 6-17 was down 7.5% as a result of back-to-school attendance, according to Brian Fuhrer, senior vice president, product strategy at Nielsen.
This story has been updated to include October data