Nielsen’s latest report on US TV habits, The Gauge™
Streaming Platforms Reach New Heights as Summer Streamers Drive Record TV Usage
The month of June ushered in another blazing summer of streaming. According to Nielsen’s June 2024 report of The Gauge™, time spent streaming soared to 40.3% of total TV usage, topping the previous single-category record set by cable in June 2021 (40.1%) and notching the highest share of TV ever reported in The Gauge.
Across streaming platforms, four services—Disney+, Tubi, Netflix, and Max—exhibited double-digit monthly usage growth, attributed in large part to younger viewers. This surge in streaming also coincides with the end of the school year, revealing notable shifts in TV viewing habits.
We delve into the key findings and trends below that will inform media planners in their work with Pharma brands:
Rising Streaming Viewership
- Record Streaming Growth: Streaming accounted for 40.3% of total TV usage in June, surpassing the previous record set by cable in June 2021 (40.1%).
- Platform Growth: Disney+ (+14.8%), Tubi (+14.7%), Netflix (+11.8%), and Max (+11.0%) experienced double-digit monthly usage growth, with significant contributions from younger viewers.
- Top Performers: YouTube and Tubi achieved new highs with 9.9% and 2.0% of total TV usage, respectively.
Influential Content Impact
- Netflix Surge: Netflix gained 0.8 share points, achieving 8.4% of total TV usage, driven by hits like Bridgerton (9.3 billion viewing minutes) and Your Honor (7.5 billion minutes).
- Other Popular Series: Prime Video’s The Boys contributed 4 billion viewing minutes, while Max’s House of the Dragon totaled 3.4 billion minutes.
Traditional TV Trends
- Broadcast Domain: Broadcast TV claimed 20.5% of total TV time, bolstered by a 26% increase in sports viewership and notable events like the NBA Finals and CNN’s Presidential Debate.
- Cable Performance: Cable accounted for 27.2% of TV usage, with high viewership from the CNN Presidential Debate (10 million on CNN, 9.5 million on Fox News).
Increased Streaming Usage by Younger Audiences
The substantial contribution from younger viewers, particularly those aged 2-17, significantly propelled overall TV usage in June. Notably, there was a 16% surge in viewership among children aged 2-11, correlating with the end of the school year and onset of summer break. This demographic shift played a crucial role in the rise of total TV usage for the month, which saw a modest increase of 2.1%. Younger audiences flocked to platforms like Disney+, Netflix, and Tubi, underlining the importance of child-friendly and teen-oriented content in driving the record-breaking streaming statistics.
High-Performance Streaming Titles
Key Netflix originals significantly influenced viewership statistics in June. Bridgerton emerged as the top streaming title with 9.3 billion viewing minutes, closely followed by Your Honor with 7.5 billion minutes across Netflix and Paramount+. Other platforms also saw substantial engagement, with Prime Video’s The Boys generating 4 billion viewing minutes and Max’s House of the Dragon amassing 3.4 billion minutes.
These high-performance titles underscore the critical role of captivating content in driving streaming usage, particularly among the younger demographics that dominate the viewership landscape during the summer months.
Cable TV Viewership
Cable accounted for 27.2% of total TV usage, bolstered significantly by high viewership numbers from CNN’s Presidential Debate, which emerged as the top cable telecast. Despite notable spikes from this event, certain genres like ‘general drama’ and ‘feature film’ saw a 6% increase in viewership. However, cable sports viewership experienced a marked decline of 35%, attributed to the conclusion of the NBA and NHL seasons which were broadcast on traditional TV.
Seasonal Decline in Linear TV
Both broadcast and cable TV experienced significant drops in their share of TV usage in June, with broadcast falling by 1.8 share points and cable by 1.0 point. This decrease is part of a typical seasonal decline in traditional linear TV viewership during the summer months. However, the upcoming Summer Olympics in July and August may provide an opportunity for a rebound, as these highly anticipated events have historically attracted large audiences to both broadcast and cable networks.
Solli’s Final Thoughts
The June 2024 Nielsen report underscores a transformation in TV usage, highlighting streaming’s ascendancy driven by younger demographics. The remarkable 40.3% of total TV usage attributed to streaming signals not just a seasonal spike but the continued restructuring of viewership habits.
With this knowledge comes a real need to understand the media / brand opportunities across streaming. The growth of ad-funded models for these streaming services offer opportunities for pharma brands to reach audiences with both scale and precision.
As we digest these changes, several questions arise for ongoing exploration:
- How can traditional TV adapt to retain viewership amidst continued streaming expansion?
- How can brands ethically (and legally) communicate to the increasingly younger streaming audience?
- Conversely, is this something to be weary of as a Pharma industry?
To read the full report, and watch the highlights video from Nielsen’s The Gauge™ click here.
