Nielsen’s monthly Total TV/streaming measurement revealed that in May, the proportion of streaming TV viewing surpassed the combined viewing of broadcast and cable TV for the first time since the service was founded four years ago.
Streaming achieved a 44.8% share of total day viewing among individuals aged two and older, surpassing the 44.1% combined share of broadcast and cable TV viewing. Cable TV held a 24.1% share, while broadcast had a 20.1% share.
This past month, Nielsen concludes the fourth year of its Total TV/streaming measurement. Since May 2021, streaming viewership has increased by 71%.
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Since four years ago, Netflix viewership has increased by 27%, while YouTube (excluding YouTube TV) has experienced a massive increase of over 120% in 2021.
YouTube currently holds a 12.5% streaming market share, with Netflix following at 7.5%.
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Upon examining the month-to-month data, streaming increased by half a percentage point from April’s 44.3% share.
Tubi increased its market share from 2.0% to 2.2%, and mid-level streamer platforms in Nielsen’s “Other Streaming” category increased their market share by three-tenths of a percentage point to 6.5%. FAST channels were the primary cause of this increase.
In comparison to April, the share readings of numerous top premium streaming brands remained consistent in May. Netflix maintained its position at 7.5%, while Walt Disney’s Disney+, Hulu, and ESPN+ collectively represented 5.0%, Prime Video (3.5%), Warner Bros. Discovery (Max, discovery+) 1.5%, and NBCU’s Peacock at 1.4%.
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