Streaming Accounted For 36.1% Of Total TV Usage In November 2023

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Streaming accounted for 36.1% of total TV usage for the month of November 2023. This marks the fourth month in a row that the Streaming category has seen a drop in its overall market share.

Back in July of this year, Streaming accounted for 38.7% of total TV usage, and this marked a record high for the category. Since then, however, the share has continually dropped. After dropping to 38.3% in August, it dropped to 37.5% in September, and then to 36.6% in October.

With November now complete, and the data from Nielsen’s The Gauge now in, Streaming has dropped once again. This time down to 36.1% of total TV usage. Elsewhere, Broadcast accounted for 24.9%, Cable 28.3%, and Other 10.8% in November.

While Cable accounts for more than Broadcast, the latter is the one that has continually seen growth over the same months that Streaming has seen a decline. In July, for example, Broadcast stood at 20%, and has since steadily increased each month up to the latest 24.9% share for November.

Overall, the data found that total TV usage increased 5.7% during November, with Thanksgiving, and especially live sports, helping to fuel the monthly increase. Thanksgiving week also appeared to help Streaming, with the data showing a 10% increase in the last week of the month.

In terms of individual streaming services, YouTube (excluding YouTube TV) remained in the top sport with 9%. YouTube was followed by Netflix (7.4%), Prime Video (3.4%), Hulu (2.7%), Disney+ (1.9%), Peacock (1.3%), Max (1.2%), and Paramount+ (0.9%).

In terms of the free streaming services, Tubi continues to make its mark, accounting for 1.4% and placing higher than Peacock, Max and Paramount+. The Roku Channel accounted for 1% while Pluto TV accounted for 0.8% in November.

John Finn
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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