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Streaming Accounted For 37.7% Of Total TV Usage In February 2024

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Streaming accounted for 37.7% of total TV usage in February 2024, according to the latest data from Nielsen. This marked a six-month high for the Streaming category and was in spite of overall TV usage falling 6.4% on a month-over-month basis.

As to be expected, Super Bowl Sunday provided a major boost to TV consumption, resulting in the largest Super Bowl audience ever, and the most-viewed day of TV ever noted in Nielsen’s The Gauge report. Super Bowl LVIII not only helped the main TV categories, but it also helped Paramount+ increase its share as well.

Overall, Streaming’s 37.7% of TV usage was an increase on the 36% reported for January, and marked a six-month high. The last time Streaming had a greater market share was back in August 2023 (38.3%). In contrast to streaming, Cable dropped to 27.6% (down from 27.9%) and Broadcast dropped to 23.3% (down from 24.2%).

For reference, Nielsen doesn’t include linear streaming in the Streaming category. Instead, live TV streaming through MVPD and vMVPD apps are grouped together and totaled 6.2% of total television usage in February.

In terms of individual streaming services, YouTube increased to 9.3% (up from 8.6% in January), while Netflix dropped to 7.8% (down from 7.9%). In joint third with 2.8% was Hulu (up from 2.7%) and Prime Video (no change). Elsewhere, Disney+ held steady at 1.9%. Peacock dropped to 1.4% (down from 1.6%), Max remained at 1.3% and Paramount+ increased to 1.1% (up from 0.9%).

When it came to free streaming services, Tubi jumped to 1.7% (up from 1.5% in January), The Roku Channel increased its share to 1.2% (up from 1.1%), and Pluto TV increased to 0.8% (up from 0.7%), marking a good month overall for FAST services.

John Finn
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John Finn

By John Finn

John Finn is the Founder and Editor of Streaming Better, a platform created in 2019 to help consumers navigate the complicated live TV streaming and subscription service market.

John has been covering technology for various online publications since 2014. After originally covering the wider tech industry as a writer and editor, John now spends his time focusing on the emerging video-streaming market, including live TV streaming, SVOD, AVOD, FAST, and TVOD services.

In a bid to keep up to date on the industry, John actively subscribes to multiple streaming services at the same time. However, John continues to advocate that the best approach for consumers is to rotate between streaming services as needed.

A Psychology graduate from England, who now lives in the US, John previously worked in the aviation industry as an airline reviewer. While reviewing airlines isn't quite the same as reviewing devices and streaming services, John brings the same analytical eye to all of his reviews and industry analysis, along with a special emphasis on what's best for the consumer.

Connect with John
X: @J_Finns

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