After a few months where streaming video's share of television viewing was on the march, it took a back-to-school pause - and now broadcast is the one making up ground in TV's traditional fall season.
Streaming's share has been at 28% for a few months, but broadcast television inched up 2 percentage points in September and another 2 in October to tie it at 28%, according to The Gauge from Nielsen, its monthly macro look at TV delivery platforms.
It attributes the gain to two fall phenomena: the new fall TV lineup (particularly general drama) and live sports (up 22% from September). Those two genres accounted for 35% of the time viewers spent watching broadcast programming in October, reports Seeking Alpha citing Nielsen data.
Broadcast took its gains from Cable and Other, which fell to 37% and 6% share respectively. ("Other" TV use includes such uses as watching video discs and gaming.)
In Nielsen's weekly streaming ratings, meanwhile, Netflix continued to make hay, sweeping the entire top 10 in overall programs - but fresh off a new season, You ousted Squid Game as the No. 1 program, streaming 2.682 billion minutes to Squid Game's 1.682 billion.
They were followed on the overall chart by Netflix's Maid (865 million minutes), Shameless (851 million), CoComelon (748 million), Locke & Key (637 million), In the Dark (608 million), Seinfeld (595 million), The Blacklist (586 million) and NCIS (540 million).
As usual, Netflix also swept the acquired-series sub-chart, led by Shameless, CoComelon, In the Dark and Seinfeld. And it took the top five spots on the originals chart, though Hulu broke through there at No. 6 with Only Murders in the Building (386 million), and Apple TV+ at No. 9 with Ted Lasso (291 million).
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