Streaming Viewership Declined For Second Consecutive Month In September 2023

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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%.


The reason attributed to another month of growth for Broadcast was the increase in live sports coverage during September, especially with the launch of NFL and college football seasons.

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%).

John Finn

By John Finn

John started Streaming Better to help consumers navigate the live TV streaming and subscription service landscape. John has been editing and writing about technology and streaming for online publications since 2014, and believes the best streaming approach is to rotate between services as needed.

John's preferred live TV streaming service right now is YouTube TV although he does tend to switch live TV services multiple times each year to keep up to date with their changes. Outside of live TV, John also actively streams HBO Max (for the shows), Peacock (for Premier League), and Paramount Plus (for Champion's League). However, John is also currently subscribed to Apple TV+, Discovery+, Hulu, Starz, Showtime, and Shudder.

Contact John via email at or say hi on Twitter

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