Streaming accounted for 38.8% of total TV usage in May 2024, according to the latest data from Nielsen. This marks an all-time high for the category, up 0.1% from the previous record high of 38.7% set in July 2023. The 38.8% for May is also up from the 38.4% recorded for April 2024 and up significantly from the 36.4% reported for May of the year before.
While Streaming accounted for 38.8% in May, Cable dropped to 28.2% (down from 29.1% in April). According to Nielsen, this drop was primarily the result of the conclusion of the NCAA basketball tournament and fewer live sports events in general. In contrast to Cable, Broadcast increased to 22.3% (up from 22.2%).
Overall, TV usage across all categories was down 2.4% on a monthly basis. In spite of this, total TV usage was up 1.4% on a year-over-year basis.
In terms of individual services, YouTube continued to lead the way with 9.7% (up from 9.6% in April), equaling its previous platform-best share. Netflix remained at 7.6%, Hulu remained at 3.1%, Prime Video decreased to 3% (down from 3.2%) and Disney+ held firm at 1.8%. Elsewhere, Max also saw no change at 1.2%, Paramount+ increased to 1.2% (up from 1%) and Peacock dropped to 1.1% (down from 1.3%).
When it came to free streaming services, Tubi continued its rise, accounting for a 1.8% share in May 2024 (up from 1.7% in April). The Roku Channel also saw an increase to 1.5% (up from 1.4%) and Pluto TV increased to 0.9% (up from 0.8%), marking a good month for free services in general.
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