A recent Nielsen report reveals streaming's record share of total TV usage in March in the US.
According to monitoring firm, streaming made up 29.7% of overall television viewing time this past March. Cable viewing, however, continues dominating TV usage at 36.9%, while broadcast viewing declined by 1.1% from February to 24.9%. The decrease in broadcast viewing is mainly due to a decline of events on the sports calendar following the February hype of the Winter Olympics and Super Bowl.
Overall, total TV usage in the US was down in March by 4.2% from February. Cable news viewing drove a 1.6% increase on Cable, up 14% and accounting for 21% of all cable viewing due to coverage of Russia’s invasion of Ukraine.
The leading streamer is Netflix, making up the majority of viewing time with 6.6% of all time spent watching TV last month. YouTube, including YouTube TV, came in second at 6%, while Hulu, Prime Video and Disney+ made up 3.3%, 2.3% and 1.8% respectively. Other streamers, such as Paramount+, HBO Max and Peacock made up 9.8% of all TV viewing in the period – up 0.3% as alternative streamers gather steam.