Riding a strong set of new programming launches, Netflix broke into the top three in June’s Media Distributor Gauge report from Nielsen, but YouTube remained on top for a fifth straight month.
The final season of Squid Game, the third season of Ginny & Georgia and music-driven movie breakout KPop Demon Hunters helped Netflix to reach 8.3% of total viewing, its highest level since January. It was the first top-three finish by the streaming giant. As much as a heavyweight as it is in terms of programming, Netflix is usually outflanked in the distributor rankings given that they blend all content across media companies’ linear and streaming platforms. That helps Disney, NBCUniversal and Paramount Global and other media giants. (See the full chart below.)
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As a free service, YouTube continues to set the pace. Nielsen said Google’s video giant benefited from kids 6 to 17 being off from school in June, climbing 6% from its May level to reach 12.8% of all viewing, its highest share to date.
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The Nielsen numbers count viewing through a TV set in the U.S. only. YouTube over the past few years has emphasized its presence in living rooms, saying last year that it eclipsed mobile for the first time. As traditional linear TV fades, video podcasts, live events and other fare are gaining momentum.
Disney, powered by ESPN viewing during football season, had spent several months in the No. 1 spot. The company crowed about its Nielsen crown last January during its annual Tech & Data Showcase at the CES tech conference in Las Vegas. In June, though, YouTube enjoyed a 2.8-percentage-point lead over Disney, its biggest margin ever.
Disney recorded 10% of all viewing, Nielsen said, noting that ABC affiliates accounted for the top 33 broadcast telecasts, driven largely by the NBA Finals and ABC World News Tonight. NBCU, which recorded strong numbers from Love Island USA on Peacock, finished in fourth place with 7.8% of the total audience.
The report follows last week’s Gauge report breaking down viewing sources overall, with broadcast TV slipping to an all-time low of 18.5% of viewing time.
Here is the full June chart:
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