Streaming Was 37% of TV Viewing in Oct. Vs. 33% for Cable: Nielsen

Streaming got 37.3% of October viewing in households with two or more viewers vs. 26% for broadcast TV, 32.9% for cable and 3.8% “other,” reported Nielsen Wednesday. New broadcast and sports content contributed to a 2.2% bump in total TV usage in October; streaming grew 3%, it said. YouTube led streaming services with 8.5% of viewing usage, followed by Netflix at 7.2%, Hulu (4%), Prime Video (2.8%), Disney+ (2%), HBO Max (1.1%) and Pluto (0.9%). Growth among streaming services was led by Disney+ with a 6.8% increase in viewing from September, Hulu at 5% and YouTube, 8.3%, it said. Cable viewing was down 0.7% from September; sports was 9.6% of all cable viewing. Dramas had a 42% rise, accounting for 26.7% of broadcast viewing in the month, it said. Year on year, cable viewing was down 8.6% in usage and 4.1 share points, Nielsen said.