With the four-day Thanksgiving weekend in play, Americans spent 7.8% more time with TV during the month than they did in October, watching almost 106 billion minutes of content on Thanksgiving alone.
Total viewing aside, streaming continues to claim more of our TV time, breaking another record in November by earning 38.2% of total usage. And given audiences’ appetite for streaming content, viewing volume increased across virtually every measured service, with Netflix (+13.1%), HBO Max (+12.2%) and YouTube (+11.8%) leading the way. On a year-over-year basis, streaming usage is up more than 41%, and perhaps more importantly, there is no single route to viewership growth.
Total viewing aside, streaming continues to claim more of our TV time, breaking another record in November by earning 38.2% of total usage. And given audiences’ appetite for streaming content, viewing volume increased across virtually every measured service, with Netflix (+13.1%), HBO Max (+12.2%) and YouTube (+11.8%) leading the way. On a year-over-year basis, streaming usage is up more than 41%, and perhaps more importantly, there is no single route to viewership growth.
For example, Netflix, HBO Max and YouTube, the top gainers in November, each gained viewing volume through different approaches—all to the benefit of the audiences.
- Netflix benefited from blockbuster original content, like Wednesday, Manifest and The Crown.
- HBO Max leaned on popular library content, including Friends, The Big Bang Theory and Game of Thrones.
- YouTube, including YouTube TV, benefited from contributions from contributors, music and other sources and claimed 8.8% of TV in November.
Viewing of live TV via streaming apps (linear streaming) represented 5.8% of total TV in November (up from 5.7%) and 15.2% of all streaming.
While not as great as the 10.2% increase in streaming usage, broadcast’s usage gain of 6.7% in November helped its share of TV remain mostly stable, as it lost just 0.3 share points to land at 25.7%. A 10.2% surge in sports viewing, much of which was driven by the NFL, helped sports pull in 32% of all broadcast viewing. Meanwhile, news gained 14.6% more volume, while drama viewing was down 12.5%.
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Cable viewing saw the smallest increase, gaining 4.2% from October, with feature film viewing up 32.7% to account for 18.7% of all cable viewing. News took the largest slice of cable viewing (18.9%), bolstered by interest in the midterm elections, while sports viewing volume was down 16% from October. On a year-over-year basis, however, cable sports viewing was up 19.6% given the start of the World Cup on Nov. 20, 2022.
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