Streaming accounted for 37.5% of total TV usage in September 2023. Following the previous month’s drop, September marked the second month in a row that Streaming saw a decline in overall market share.
In July, Streaming accounted for 38.7% of total TV usage. In spite of being a record high for the category, Streaming’s percentage dropped back down to 38.3% again in August 2023.
The latest figures from Nielsen’s The Gauge report now show that Streaming has dropped down again, this time to 37.5%. While Cable also saw a drop down to $29.8% (from 30.2%), Broadcast increased from 20.4% to 23%.
Prime Video, Tubi and The Roku Channel grew in September
At the individual streaming service level, Prime Video, Tubi and The Roku Channel were the only streaming platforms to show growth during the month. Amazon Prime Video saw the largest increase overall, with the jump attributed to NFL Thursday Night Football broadcasts and the return of The Wheel of Time.
Overall, YouTube (excluding YouTube TV) remained top with 9.0% (down from 9.1%) while Netflix was in second once again at 7.8% (down from 8.2%). At 3.6%, Prime Video climbed up to joint-third with Hulu, which saw no change for the second month in a row. Disney+ rounded out the top 5 with 1.9%, down from 2% in August.
While Tubi held strong at 1.3% and The Roku Channel at 1.1%. Max dropped to 1.2% (down from 1.3%), Peacock dropped to 1.1% (down from 1.2%), Paramount+ dropped to 1% (down from 1.1%), and Pluto TV dropped to 0.8% (down from 0.9%).