Netflix Dominates Streaming TV Minutes In Q3

While Netflix continues to dominate overall premium TV streaming series in the third quarter, one analyst notes consumption of its original shows quickly declines in the weeks after their debuts.

Over the 14 weeks of the third quarter, MoffettNathanson Research says there were 40 different original Netflix series in Nielsen’s top 10 list of streaming shows. However, only a handful of these shows — “Lucifer,” “Virgin River,” “Outer Banks,” “Grace and Frankie” and “Clickbait” — stayed on the list for more than four weeks.

“This suggests Netflix will need to continually refresh their original content pipeline to keep viewers engaged as they move from one original series to the next,” says the analyst group.

Still, Netflix competitors — Disney+, Amazon Prime Video, Hulu, and Apple TV — lag behind the dominant streaming service when it comes to all content: original TV series, acquired programming, and movies.



Looking more broadly at all streaming platforms, only YouTube comes close to Netflix in terms of total streaming minutes, according to MoffettNathanson’s analysis. In the third quarter, total YouTube viewing was 88% of Netflix’s total.

Other streamers were well behind: Hulu was at 44% of Netflix’s total; Amazon, 33%; Disney+, 23%; Charter/Spectrum, 14%; HBO Max, 13%; Comcast, 9%; Pluto TV, 8%, Tubi, 6%; and Sling TV 5%.

Looking at overall U.S. total day TV usage (linear and streaming) among persons 2+ in October per Nielsen's ‘The Gauge’ measure: Netflix has a 7% share; YouTube, 6%; Hulu, 3%; Amazon Prime, 2%; and Disney+, 1%

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