October TV Viewing Up 2.8% Vs. A Year Ago, Driven By Streaming

Overall October TV usage -- from all legacy and digital platforms -- is now 2.8% higher versus a year ago, according to Nielsen’s The Gauge measure of total day persons two years and older.  Streaming is the major reason for the increase.

Streaming platforms rocketed up 35.1% versus the same month one year ago, with the category gaining 8.9 share points -- to a leading 37.3% share. Cable TV is at 32.9% share, while broadcast is at 26.0%.

Looking at the performance of individual streamers and connected TV (CTV) platforms, results continue to show major gains year-over-year.

YouTube (including YouTube TV) grew 50.1% to an overall 8.5% share, followed by Hulu (including Hulu+Live TV), which added 28.3% to land at 4.0% share; Amazon Prime Video, up 35% to 2.8%; and Disney+ up 46.5%, to 2.0% share.

The biggest subscription video-on-demand platform, Netflix, grew 9.1% to land at 7.2% share.

Cable continues to see major declines year-over-year -- down 8.6% in viewing volume, with a loss of 4.1 share points (to a 32.9% share).

Broadcast viewing has not fallen as steeply -- down 6.2%, and losing 2.5 share points (to 26.% share).

Still, broadcast has shown some positive trends, growing 10% in viewing volume from September.

Cable TV has remained fairly flat, slipping 0.7% versus the previous month.

Looking at individual program categories, broadcast sports viewing in October grew 19% vs. September, accounting for over 25% of broadcast usage. General Drama viewing climbed 42%, registering a 27% viewing usage share.

Broadcast news viewing is 15% higher than a year ago.

Although cable viewing is down overall year-over-year, cable TV news and cable tv sports programming were up 8.4% and 4.8% versus the same month a year ago.

2 comments about "October TV Viewing Up 2.8% Vs. A Year Ago, Driven By Streaming".
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  1. Douglas Ferguson from College of Charleston, November 17, 2022 at 12:56 p.m.

    Broadcast fell less because it had less room to fall.

  2. Ed Papazian from Media Dynamics Inc, November 17, 2022 at 1:30 p.m.

    Actually, Douglas, broadcast TV operates from a considerably   broader coverage base than cable---because of homes that get over-the-air reception---and this, plus the popularity of the NFL games, plus MLB viewing is probably part of the reason why it fell less. Another factor is the older skew of broadcast TV audiences as these folks are less enamored of streaming and less inclined to "cut the cord". They just love "Dr Phil", "The Wheel Of Fortune",  local news, reruns of "Gilligann's Island", etc. and are heavy viewers of broadcast TV fare. Worse, they watch lots of commercials and don't mind them a bit.

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