Streaming accounted for 43.3% of total TV usage in December 2024, marking another record month for the category. According to the latest The Gauge data from Nielsen, overall time spent watching television in general increased by 4% when compared to November, with the increase driven by the Thanksgiving and Christmas holidays.
While overall TV usage increased, Broadcast and Cable both saw drops over the holidays. Broadcast’s total TV share decreased from 23.7% in November to 22.4% in December. Likewise, Cable’s share decreased from 25% in November to 23.8% in December.
Along with Streaming, YouTube had another great month, increasing from its previous record-high of 10.8% to 11.1% in December. Likewise, Netflix increased to 8.5% (from 7.7%) with Netflix’s two NFL games, the release of Carry-On, and the arrival of season 2 of Squid Game, all said to have contributed to the increase.
Other winners in December were Prime Video (increased from 3.7% to 4%) Disney+ (increased from 1.9% to 2.1%), Peacock (increased from 1.5% to 1.6%), Paramount+ (increased from 1.3% to 1.4%), and Max (increased from 1.1% to 1.2%).
In fact, it looks like Hulu was the only paid streaming service in the top ten that didn’t see an increase. After finishing out November with 2.7%, the streaming service closed December with 2.5%.
Building on its recent momentum, The Roku Channel finished December as the best-performing free streaming service, thanks to its total TV share increasing from 1.9% in November to 2% in December.
In contrast, Tubi’s total TV share decreased from 1.8% to 1.7%, and Pluto TV remained at 0.9%.
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