Home / Business and Economy / YouTube Dominates Streaming Share: Nielsen Report
YouTube Dominates Streaming Share: Nielsen Report
28 Jul
Summary
- YouTube captured a record 13.8% of TV viewership in May.
- Streaming services reached a record 48.6% share of TV viewing.
- Broadcast and cable saw shifts, with sports viewership up slightly.
Streaming platforms achieved a historic 48.6% share of television viewership in May, marking a new record. YouTube emerged as the dominant player, capturing an unprecedented 13.8% of total TV viewing. This surge in streaming's influence occurred as broadcast TV accounted for 19.2% of viewership, experiencing a minor increase in sports viewership that was counteracted by declines in dramas and sitcoms.
Cable's share reached 20.4%, with the NBA playoffs providing a significant boost. However, this was not enough to overcome a 16% decrease in cable news viewership. Behind YouTube, Netflix held an 8% share, while Disney's platforms (Disney+, Hulu, ESPN+) collectively garnered 4.9% of TV viewing, with ESPN notably leading in cable telecasts due to NBA playoff coverage.
NBCUniversal and Paramount also showed significant engagement. NBC broadcasted highly viewed events like the Kentucky Derby and an NBA playoff game. Paramount's services saw a 7% increase in streaming usage, driven by new series and popular library content. Amazon Prime Video achieved its best viewership share to date at 4.5%, propelled by popular shows and extensive live sports coverage.
