US Streaming: A Year of Changes

Nielsen has released its final ‘The Gauge’ report of 2024, highlighting the current trends in TV viewing in the US for November. The report provides a snapshot of how US audiences are spending their time watching TV and how the landscape has evolved over the past year.

According to the report, streaming has continued to increase its share of TV viewing time, reaching a record high of 41.6 percent in November. This growth trend has been consistent throughout 2024, with streaming steadily eating away at broadcast and cable TV viewership.

While the increase in streaming’s share of TV time may seem significant at first glance, it’s important to consider the overall picture. Monthly figures show that streaming’s share has fluctuated over the past two years, with November’s figure representing a slight dip compared to July of the same year. Despite a 5.5 percentage point increase in the past 12 months, the growth is more modest when viewed over a longer period.

In terms of individual streaming services, the competition remains relatively stable. While some services have seen growth, no service has made significant gains against its competitors over the past year. YouTube continues to lead the pack with the highest viewing time on TV, followed by Netflix and other major players in the streaming space.

Notably, smaller services like The Roku Channel and Tubi have experienced notable growth, catching up with the major SVOD players. These ad-supported services have increased their share of TV viewing over the past year, indicating a shift in viewership habits towards niche offerings.

Overall, the report highlights that while streaming continues to dominate TV viewing, the landscape is evolving at a more modest pace than previously anticipated. Despite the hype surrounding the “streaming wars,” most services have found their place in the market and are maintaining their positions in the pecking order.