Streaming keeps on keeping on.
According to Nielsen’s The Gauge, streaming continued to be the most popular TV format in September, accounting for 36.9% of all television viewing and setting a new record.
Broadcast saw gains as well, increasing its share of TV to 24.2%, while cable saw a decrease to 33.8%. Overall, television viewing increased by 2.4% month-over-month.
With a 12.4% increase in usage in September, the broadcast category experienced the biggest month-over-month growth, propelled by a remarkable 22% spike in sports viewing. As a result, broadcast gained 2.1 share points in September month-over-month, giving it its highest television share since May 2022. Year-over-year, broadcast decreased by 7.1% from 2021 and lost 2.1 share points.
Despite a 40% rise in sports viewing, cable consumption in September essentially held steady from August. It lost 0.7 share points in September to finish at 33.8%, its lowest share, as a result of the growth in broadcast and streaming. Year-over-year, cable’s viewing volume fell by 9.3% and 3.8 share points.
In September, the streaming category saw a 2.0 share point increase. Compared to the previous year, streaming usage climbed 34.6% and 9.2 share points.
YouTube reached a platform-best 8.0% share, tying Netflix’s previous high from July and taking first place among all streaming services.
And with 3.8% of the streaming market, Hulu also saw a record-high share.
Despite maintaining a 2.9% market share, Prime Video saw a +34.7% year-over-year growth in viewing because of the popularity of The Lord of the Rings: Rings of Power and Thursday Night Football games.
HBO Max experienced the biggest growth in usage (+9.9%), partly due to House Of The Dragon and Game Of Thrones viewing.