Nielsen’s latest report on US TV habits, The Gauge™

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...