Streaming Dominates US TV Viewing: Netflix NFL & Stranger Things Drive Record Share

Streaming's Record December Performance

• 📈 Streaming services captured a record 47.5% of total US television viewership in December, according to Nielsen's monthly report, The Gauge.
• 🎯 This marks a significant shift, with streaming cementing its dominance over broadcast and cable.

Key Drivers of Streaming Growth

• 🏈 Netflix's Christmas Day NFL games were a major catalyst, contributing to a record 54% viewership share for streaming on that single day.
• 🎬 The highly anticipated final season of Stranger Things also drove significant viewership, making it the most-watched streaming title in December.
• 📺 Google's YouTube led individual streaming platforms with over 12.5% of total TV viewing.

Shifting TV Landscape

• 📊 Broadcast TV accounted for approximately 21% of viewership, while cable held a 20% share in December.
• 🚀 The data reflects an ongoing transformation in the television industry, with viewers increasingly preferring on-demand content.
• 💼 Live sports are also migrating to digital platforms, influencing industry consolidation and bidding wars, such as Netflix's nearly $83 billion bid for Warner Brothers Discovery's assets.