TV Viewing Soars: Streamers and Broadcasters Dominate November

In November, streaming services achieved a substantial 46.7 percent of all television viewing in the United States, nearing the all-time high recorded in July. This significant gain was propelled by the highly anticipated return of "Stranger Things" to Netflix and increased viewership of its older seasons. Broadcasters also experienced a notable uplift, securing 23.2 percent of TV usage, an increase from the previous month.

This rise in broadcast viewership was significantly influenced by major sporting events. The World Series, concluding in early November, and three NFL Thanksgiving Day games, which set new ratings records for their respective networks, played a crucial role. These games alone accounted for 6.4 percent of all TV consumption, demonstrating the enduring power of live sports in attracting large audiences.

Conversely, cable television experienced a downturn, reaching its lowest share of viewership to date at just 20.5 percent. Despite this decline, YouTube maintained its position as the most-watched streaming platform. Netflix saw an improvement in its market share, alongside growth reported by The Roku Channel, Paramount streaming services, and Peacock, indicating a dynamic shift in how audiences consume television content.