Streaming remains top format for audiences | Ratings/Measurement | News | Rapid TV News
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More great news has emerged for the streaming industry in the September 2021 edition of the Nielsen Gauge research which found streaming claimed 36.9% of total TV usage in the month, a yearly increase of 34.6%, gaining 9.2 share points of total viewing.
NIelsenGauge 21Oct2022
And in what could be apartment for the state of the market to come, September study sees the debut of the Pluto TV free ad-supported streaming television (FAST) service, the first of its kind to cross the 1% share threshold and break out of the “other streaming” category in Nielsen’s research.

More generally, YouTube (including YouTube TV) achieved a platform-best 8.0% share in September, tying Netflix’s July record, and topping all streaming platforms in The Gauge for the first time. Hulu (including Hulu Live) also saw a record-high share with 3.8% of streaming.

Amazon Prime Video maintained a 2.9% share, but the success of both The Lord of the Rings: Rings of Power and specific Thursday Night Football games drove a 34.7% year-on-year viewing increase for the platform. HBO Max saw the largest increase in usage, up 9.9%, among the reportable platforms, due largely to viewing of House Of The Dragon and Game Of Thrones.

By contrast, linear streaming on multichannel video programming distributors (MVPDs) and virtual multichannel video programming distributors (vMVPDs) represented 5.4% of total television usage and 14.5% of streaming usage in September. Broadcast and cable content viewed through linear streaming apps also credits its respective category.