Streaming accounted for 41.6% of the time spent watching TV in November 2024, according to the latest data from Nielsen. This not only marked an increase on the 40.5% reported for October, but it also represented the highest share Streaming has secured since Nielsen started publishing The Gauge data.
In explaining the latest record-high for Streaming, Nielsen suggests viewers may have been “seeking solace” from the recent election-fueled news cycle. Netflix was also credited with helping to boost streaming during the month, thanks to the live-streamed Jake Paul vs. Mike Tyson fight and the release of The Lincoln Lawyer season three, which Nielsen says was the most watched streaming program overall.
While Streaming managed to buck its very recent trend of losing TV share, it was the turn of Cable and Broadcast to see a decline. Compared to October’s 26.3%, Cable finished November with 25%. Likewise, Broadcast dropped from 24% in October to 23.7% in November.
In terms of individual streaming services, YouTube, Prime Video and The Roku Channel all also reached record-highs last month. Leading the way overall was YouTube with 10.8%, up from 10.6% in October. YouTube was followed by Netflix with 7.7% (up from 7.5%) and Prime Video with 3.7% (up from 3.6%).
Hulu also saw a bump during the month, increasing to 2.7% (up from 2.4%), as did Peacock with 1.5% (up from 1.3%) and Paramount+ with 1.3% (up from 1.2%). In contrast, Disney+ dropped to 1.9% (from 2.4%) and Max declined to 1.1% (from 1.2%).
As mentioned, The Roku Channel was another big winner in November, racking up a share of 1.9% and marking an all-time high for the free streaming service. This also put The Roku Channel firmly above Tubi, which remained at 1.8%. Pluto TV, the only other free streaming service in the top 10, climbed from 0.8% in October to 0.9% in November 2024.
It is worth noting that November’s data only includes up to November 24th. According to Nielsen, “the typical Thanksgiving holiday surge in TV viewing” is set to be included in December’s report.
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