Entertainment, Health and Lifestyle

Streaming Captures Nearly 32% of Total TV Viewing

Americans are continuing to move away from traditional television programming and towards on-demand streaming.

In May, streaming viewership accounted for 31.9% of total television consumption, achieving a record-high share for the third consecutive month according to The Gauge, the monthly total TV viewing snapshot from Nielsen (NYSE: NLSN). This follows the two most recent record-breaking months for streaming usage, April and March 2022, when streaming captured 30.4% and 29.7% of total TV viewing, respectively, and marks the largest month-to-month increase in share for streaming with a gain of 1.5 share points versus April.

The Gauge - May 2022 - Nielsen
The Gauge – May 2022 – Nielsen

While overall TV usage decreased by 2.7% in May compared to April—a drop that follows typical viewing trends for this time of year—streaming was the only viewing category to exhibit any month-over-month growth in May as it continued to narrow the gap on cable’s 36.5% share of viewership, and it exceeded broadcast’s 24.4% share.

Time spent streaming in May increased by 2% versus April, bolstered by the release of new content at the end of the month: Obi-Wan Kenobi on Disney+ and Netflix’s Stranger Things. With the release of these programs, Disney+ captured 2.5% of total TV viewing on May 27, and Netflix claimed 9.0% on May 28.

Broadcast and cable viewing both declined in May, as viewing volume fell 3.5% for each category versus April. The drama genre led with the largest share of broadcast viewership for the month, with procedural crime dramas representing about one-third of broadcast viewing.

While cable news viewing in May was down 4.2% from April, it represented the largest portion of cable’s share at 17%. Cable sports viewing was up 7% in May and accounted for 9% of the cable share, driven largely by NBA playoff games which were the top six most-viewed cable programs that month.

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Hanna Heller

Hanna is the entertainment and lifestyle editor for CDN. Fan of great movies, legendary music, outdoor activities and cool stuff in general, her opinions, as expressed in her articles, are her own and not necessarily shared by anyone .. anywhere .. ever. Follow Hanna on Twitter: @Hanna_CDN

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