Market Mad House

In individuals, insanity is rare; but in groups, parties, nations and epochs, it is the rule. Friedrich Nietzsche


More Americans watch Streaming Video than Broadcast TV

Americans watch more streaming video than broadcast TV for the first time.

The Gauge, Nielsen’s Total TV and Streaming Snapshot estimates that streaming video comprised 26% of Americans’ television viewing in May 2021. In contrast, broadcast TV comprised 25% of Americans’ TV viewing in May 2021.

Interestingly, Cable still dominates American TV viewing habits. Nielsen estimates cable comprised 39% of American television viewership in May 2021.

Some interesting insights from Nielsen’s The Gauge include:

  • Alphabet (NASDAQ: GOOG) is a major player in the world of television. Alphabet’s YouTube tied Netflix (NFLX) as Americas’ largest streamer. Nielsen estimates Netflix and YouTube each account for 6% of US TV viewing.
  • Disney+ is smaller than you think. Nielsen estimates Disney+ accounts for 1% of US TV viewing.
  • The Walt Disney Corporation (NYSE: DIS) streaming services comprise 4% of the US TV market. Disney’s Hulu accounts for 3% of American TV viewing.
  • Amazon (AMZN) is a minor player. Amazon Prime accounted for 2% of US TV viewing in May 2021.
  • Other streaming services account for 8% of US TV viewership.
  • Cable and Broadcast TV still reach enormous audiences. Cable and broadcast TV combined comprised 64% of American TV viewing in May 2021. Therefore, advertisers, marketers, politicians, and pundits still need to pay attention to those mediums if they want to reach a majority of Americans.
  • Nielsen estimates 9% of American TV viewership comprises other. I imagine that comprises VCRs, DVDs, and other recordings. DVDs, in particular, are more popular than many people realize. Many dollar stores still sell DVDs, for instance.

Streaming video is becoming the favorite entertainment source of American Couch Potatoes. I have to wonder if broadcast TV can survive with just 25% of the market.