• by Wayne Friedman , December 10, 2024

Fueled by the rising overall streaming viewing and broadcast/cable airing of sports, the time spent watching all TV grew 5% in November versus October, according to Nielsen Total TV/Streaming Snapshot.

This was the largest monthly TV viewing period (October 28 through November 24) in nine months.

Broadcast viewing was up 3% in the period, which included games 3, 4, and 5 of Major League Baseball’s World Series on Fox -- in addition to NFL and college football games.

Broadcast share of the overall rising TV/streaming market was at 23.7% in November (versus 24.0% in October.).

Cable TV landed at a 25% share for the entire month. During the presidential election week in early November, its share rose to 26.5%. Nearly all of this growth came from cable news networks. In the first half of the monthly November measuring period, cable TV viewing grew to 48 billion in the second week -- from 36 billion in the first week.

Streaming platforms not only grew in share versus that of broadcast and cable but in viewership 7.6% against October’s results.

Streaming share rose over a full share point to 41.6% (versus 40.5% in October). In the third week of the month -- after presidential election viewing attention declined -- its share grew another full share point to 42.6%.

YouTube climbed to another overall TV share record for an individual TV/streaming platform -- 10.8%. (It was 10.6% in October).

Second-place Netflix also rose -- with a 7.7% share of TV (7.5% for October). In week three, the big entertainment platform rose to 8.5% in large part from the live-streamed Jake Paul- Mike Tyson boxing match.

Nielsen notes that October and November share results for Hulu SVOD and Disney+ were readjusted. From August through October, a portion of Hulu viewing was inadvertently attributed to Disney+.