The firm’s monthly edition of The Gauge, released this morning, has streaming as a category at 36.9% of overall viewing, compared with cable at 33.8% and broadcast at 24.2%.
The broadcast category surged more than 12% in September, driven by a massive 222% uptick in sports viewing as NFL and college games continued to set records.
The news was less upbeat on the cable side. Despite a 40% increase in sports viewing (with Major League Baseball, the U.S. Open of tennis and other draws), cable usage held steady in September. As a percentage of the whole, cable fell to its lowest share since Nielsen began issuing Gauge reports in the spring of 2021.
Among the subsets of the streaming category, YouTube reached a record 8% share of viewing, equaling Netflix’s high-water mark from earlier this year and leading all streaming outlets for the first time. A new name has also joined the rankings: Paramount’s Pluto TV. The free, ad-supported service accounted for 1% of all viewing during the month, according to Nielsen.
Amazon Prime Video had 2.9% of the overall viewership pie, but notched a nearly 35% year-over-year gain in share due to the debuts of The Lord of the Rings: Rings of Power and Thursday Night Football. The latter began a long-term, exclusive run on Prime Video this season.
HBO Max surged nearly 10% over August levels, a bigger jump than any other streaming outlet reporting numbers to Nielsen (whose list doesn’t yet include Peacock or Paramount+), due to House Of The Dragon and Game Of Thrones.
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