Time spent on TV surged again in November, which actually marks the second-highest month for TV usage in 2022 – and again, most of that profit goes to Streaming via items. alternative intended use.
Time overall TV spending rose 7.8% month-over-month, and in January alone, more TV usage overall, according to “The Gauge” from Nielsen, the giant’s monthly overall rating for TV distribution platforms. That happened in part because of Thanksgiving, the second-biggest televised day of the year (after January’s NFL Wild Card Sunday).
And Streaming – in July take over from Cable as TV’s prime use – pick up most of the boost. Its usage grew 10.2% in November, and Streaming boosted TV usage to a record 38.2%, the ninth consecutive month of market share gains.
Streaming usage in terms of volume has increased by more than 41% compared to the previous November 2021.
Cable, which led all TV usage until Streaming took over in the summer, has seen its market share fall for the third consecutive month, to 31.8%. And after a steep fall during the fall TV season, Broadcast, whose market share rose in November, has seen its share of TV watch time fall back to 25.7%.
Use of “Other” – a category that uses a lot for video games, but also includes watching video discs – has seen a typical drop in back-to-school time, but has increased the share of it increased to 4.3% in November.
As for the market share of specific streamers, it’s been a good month to be among the gorillas of the industry so far, as Netflix (NASDAQ:NFLX), YouTube (NASDAQ:GOOG) (GOOGLE) and HBO Max (NASDAQ:white blood cells) all saw usage double from October.
In relative market share, YouTube/YouTube TV (GOOG) (GOOGLE) increased to 8.8% from 8.5% of the previous month; Netflix (NFLX) increased to 7.6% from 7.2% previously; Hulu (NYSE:dis) (CMCSA) fell to 3.9% from 4.0% in the month of 10%; Amazon Prime Video (AMZN) decreased from 2.8% to 2.6%; Disney+ (dis) remained stable at 2.0%; HBO Max (white blood cells) increased to 1.2% from the previous 1.1%; and ad-free Pluto TV (PARA) (PARAA) was stable at 0.9%.
“More Streaming” Notice (includes smaller services like Crackle (CSSE) as well as linear streamers like Spectrum (CHAPTER), DirecTV and Sling TV (FOOD)) continued to grow, bringing its combined market share to 11.3% from 10.8%.
Moving on to the weekly streaming content ratings, when it comes to getting a lot of attention to specific shows it’s still Netflix (NFLX) game. Fueled by a new season, the royal drama Crown took the top spot for the week of November 14-20, with 1.777 billion minutes streamed.
And Netflix also holds the next six positions on the chart and nine positions in the top 10. The only interloper is success at Peacock (CMCSA), gold stone, landed at number 8 with 643 million minutes streamed during the week.
Top 10 overall: No. 1, Crown (NFLX), 1,777B minutes; No. 2, die with me (NFLX), 1.39B minutes; No.3, Clearly (NFLX), 1,284B minutes; 4, Where do Crawdads sing? (NFLX), 1,092B minutes; 5, 1899 (NFLX), 925M minutes; Number 6, cocomelon (NFLX), 860 million minutes; number 7, sleeping land (NFLX), 651M minutes; 8, gold stone (CMCSA), 643M minutes; number 9, NCIS (NFLX), 642M minutes; and number 10, Grey’s Anatomy (NFLX), 639M minutes.
(Nielsen’s streaming ratings now combine viewing from seven major streamers: Amazon Prime Video (AMZN), AppleTV+ (AAPL), Disney+ (dis), HBO Max (white blood cells), Hulu (dis) (CMCSA), Netflix (NFLX) and the Peacock (CMCSA).)
Pay TV Distributor: Comcast (CMCSA), Regulations (CHAPTER), Food Network (FOOD), Verizon FiOS (VZ), Optimization/Sudden Link (TO US), Atlantic Broadband (OTCPK:CGEAF), Sparklight (CABO).
Relevant local broadcast codes: Nexstar Media Group (NXST), Sinclair Broadcasting Corporation (SBHOLD), Gray TV (GTN), Tegna (TGNA), EW code snippet (SSP). National TV station: ABC (dis), NBC (CMCSA), CBS (PARA) (PARAA), fox (FOOD) (FOXA). And some ad tech names associated with connected TVs: Trading Desk (TTD), Magnit (MGNI), PubMatic (PUBM), criteria (CRTO), Roku (ROKU).
