The arrival of new broadcast programming had a significant impact on television viewing in October, which grew by 2.2% in overall usage compared to September, but not enough to alter the continued momentum of streaming, according to Nielsen and it's October 22 edition of The Gauge..
Following the September arrival of a new football season, the influx of new fall programming across broadcast channels in October resulted in a 9.8% jump in viewing, boosting broadcast’s share of total TV usage to 26% (up from 24.2% in September). Sports continued to attract big audiences (19% gain in viewing volume), but the general drama category leapfrogged sports with a 42% rise in viewing volume to account for 26.7% of broadcast viewing. Despite the gains, however, broadcast usage during the month was down 6.2% from a year ago.
Having maintained more than one-third of total TV usage since June 2022, streaming usage continued to grow in October, but at a much slower pace (3.3% in usage; 0.4 share point). After a busy summer of new content across streaming services, viewership share remained largely consistent in October.
Compared with broadcast and streaming, cable viewing was fairly flat in October, with usage down 0.7% from September. News remained the largest driver of cable viewing (19.6%) and increased 3.3% during the month, while sports was the biggest mover, jumping 25% to represent 9.6% of all cable viewing. On an annual basis, cable viewing is down 8.6% in usage and 4.1 share points.
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