Streaming usage appeared to begin its summer ascent in May as audiences’ time spent streaming increased to 48.6% of total TV watch-time (+1.0 pt.), according to Nielsen’s latest reports of The Gauge™ and Media Distributor Gauge. Additionally, overall TV usage exhibited a notably smaller monthly decrease compared to previous April-to-May transitions, declining 1% this interval versus 2-4% in prior years.
YouTube recorded a platform-best 13.8% of TV watch-time in May to maintain the largest share of television among all distributors for a third consecutive month. The streamer also captured the largest monthly share gain across both streaming platforms and media companies in May (+0.4 pts.).
Prime Video saw a 4% increase and captured its best share of TV to date with 4.5% of television usage (+0.3 pts.). Viewing from audiences aged 18-24 year-old audiences was up 18% on the platform as well, but the bulk of Prime Video’s success this month was primarily driven by two factors: (1) the final episodes of its original series The Boys, which generated 5 billion viewing minutes and was the most-watched streaming title of the month, and (2) its coverage of 20 live sports events, including 12 NBA Playoff games, six WNBA games and two NASCAR Cup Series races. The sports events drove 7.5 billion viewing minutes combined on the platform.
Additional streaming highlights included:
- Netflix moved back into the No. 4 slot in the Media Distributor Gauge, representing 8.0% of TV usage in May (+0.2 pts.). Netflix received a boost from acquired series La Brea, which was the second most-streamed title of the month with over 4 billion viewing minutes.
- The Roku Channel recorded a new platform best in May with 3.1% of total TV usage (+0.1 pts.).
- Paramount Streaming climbed to 2.3% of TV (+0.2 pts.) as it exhibited the largest usage gain of the month among streaming platforms with a 7% upswing over April. Increases were driven by the initial episodes of new Paramount+ original series Dutton Ranch, and library content like Spongebob Squarepants.
NBCU+Versant maintained the third slot in the Media Distributor Gauge with 8.4% of TV viewing (+0.2 pts.). NBC owned the top two broadcast telecasts in May, including the annual Kentucky Derby with over 18 million viewers, and Game 7 of the NBA Western Conference Finals with over 12 million viewers.
Broadcast and cable viewing exhibited typical April-to-May declines, finishing at 19.2% and 20.4% of TV watch-time, respectively. While broadcast sports viewership rebounded slightly (+3%), broadcast dramas (-13%) and sitcoms (-10%) were impacted by the conclusion of the broadcast season in the final weeks of the month. On the cable side, despite the NBA Playoffs steadying the sports genre, it could not compensate for the 16% drop in cable news viewership.