US streaming surge continues through May 2022 | Media Analysis | Business | News | Rapid TV News
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Even though the month lived up to its reputation as historically the time when TV viewership is at its lowest, May 2022 has seen streaming hit a new high claiming 31% of total viewing time in the US according to the latest Nielsen Gauge study.
Nielsen Gauge 20 JUne 2022 copy
The data for May showed that even as total viewing time with TV fell 2.7%, streaming usage increased by 1.5%, compared with April 2022 and up 5.7% compared with a year ago. The study also found that in May 2022, Netflix accounted for 6.8% of all viewing time, with YouTube on 6.7%. Hulu and Amazon accounted for 3.4% and 2.6% respectively, while Disney+ attracted 1.7%.

Streaming was boosted by the release of Obi-Wan Kenobi on Disney+ and season 4 of Stranger Things on Netflix. The appetite for these titles was significant said Nielsen, helping the two platforms attract big viewership as the programs dropped: Disney+ attracted 2.5% of the total TV share on 27 May and Netflix claimed 9.0% on 28 May.

Also in line with historical norms, broadcast and cable viewing both declined in May, as viewing volume fell 3.5% for each. Nielsen noted in the Gauge study that drama continued to drive broadcast viewership, with procedural crime dramas like NCIS, FBIand Blue Bloods helping the genre capture one-third of the broadcast viewing. While cable news viewing was down 4.2% in May, sports viewing was up 7%, accounting for 9% of total cable viewing. Notably, NBA playoff games accounted for the top six most-viewed cable programmes during the month.