Report: YouTube nears 10% of total TV usage in US
July 23, 2024
Nielsen’s The Gauge report for June shows 40.3 per cent of time spent watching TV in the US in June was attributable to streaming.
Pure-play streamers like Netflix and YouTube saw the most benefit from a big streaming month. Time spent watching YouTube on television was up 4.2 per cent in June to push the platform to nearly 10 per cent of total TV usage, securing another month with the second largest share of TV among US media distributors.
While eight of the 14 companies ranked in the Media Distributor Gauge exhibited usage increases in June, affiliate streaming platforms helped rebalance the viewing share for multi-platform distributors across the board. With 10.8 per cent of June’s TV viewing time, Disney maintained the top spot among media distributors, driven by a 15 per cent increase in Disney+ usage. Also Tubi, which notched 2 per cent of TV in June and a 15 per cent bump in usage, climbed the ranks among its fellow Fox affiliates and was the company’s second best performer behind Fox News Channel, helping Fox climb to 6.6 per cent of TV (+0.2 pt.).
NBCU retained its spot as the third ranking media distributor in June with 8.5 per cent of TV, despite a loss of half a share point. The Olympics will put the spotlight on NBCU throughout July and August as their coverage of the biennial event has historically drawn large audiences to all of its platforms.
The lack of sports and drama content on broadcast networks was, however, beneficial to cable entrants A&E, AMC and Hallmark whose affiliates helped fill the gaps by riding increases in viewing across cable’s feature film and drama genres.
- A&E: 1.4 per cent share of TV; up 11.1 per cent, +0.2 pt
- Hallmark: 1.2 per cent share of TV; up 6.1 per cent, +0.1 pt
- AMC: 1.1 per cent share of TV; up 7.7 per cent, +0.1 pt
Other posts by :