Video streaming has risen to another all-time high share of television usage as it now seems impossible to reverse the flow: in favor of cutting the cord.
Streaming usage surged to record levels in May 31.9% share of TV time – and again it has taken share from all other potential uses: cable television’s leading share has fallen to 36.5% from 36.8% last month; Broadcast television usage fell from 24.7% to 24.4%; and the share of “Other” (mostly video games) fell to 7.2% from 8.2%, according to “Sensor» by Nielsen, a monthly macro review of TV delivery platforms.
Overall TV usage dropped again by 2.7% (as is usually the case when May was the all-time low for TV usage). Broadcast and cable TV viewing fell as expected, with viewing volume down 3.5% for each.
But streaming has been given a boost by the release of some high-profile Memorial Day content, particularly the new season. very strange things on netflix (NASDAQ: NFLX) and release Obi-Wan Kenobi on Disney+ (New York Stock Exchange: DIS). The debuts of these programs brought strong single days, with Disney+ capturing 2.5% of all TV share on Friday, May 27, and Netflix with 9% on Saturday, May 28.
Among the specific components of streaming services, the most popular services make up the majority of the overall TV streaming pie. Leader Netflix (NFLX) increased its share to 6.8% of TV usage from 6.6%; YouTube (NASDAQ: GOOG) (GOOGL) rose to 6.7% from 6.1%; Hulu (DIS) (CMCSA) climbed to 3.4% from 3.3%; and Amazon Prime Video (NASDAQ:AMZN) rose to 2.6% from 2.5%.
Disney+’s (DIS) share remained unchanged at 1.7%, while HBO Max’s (WBD) share remained unchanged at 1%.
In addition to these leading services, the All-in-One Other Streaming Group increased its share to 9.6% from 9.2%. This category also includes smaller services such as Crackle (CSSE) as well as linear streamers such as Spectrum (CHTR), DirecTV and Sling TV (DISH).
Returning to Weekly Streaming Rankings, Netflix (NFLX) Ozark finally gave up a three-week hold at the top of the chart only to be ousted by a new Netflix series: Lincoln Lawyer was No. 1 with 1.85 billion minutes of streaming, surpassing the still strong numbers from Ozark (1.081 billion) as well as a Netflix movie senior year (767 million) and a reliable children’s hit Cocomelone (682 million).
Netflix once again took nine of the top 10 spots on the overall chart; Disney+ (DIS) made the only entry in 5th place with their film Chip and Dale: Rescuers (594 million minutes). Top 10 Completion: No. 6, maritime police (NFLX), 552 million minutes; No. 7, criminal minds (NFLX), 501 million; No. 8, A circle (NFLX), 467 million; No. 9 Outlander (NFLX), 456 million; and number 10, The perfect combination (NFLX), 442 million.
(As a reminder, the Nielsen streaming ratings include views from the top five streamers: Amazon Prime Video (AMZN), Apple TV+ (AAPL), Disney+ (DIS), Hulu (DIS) (CMCSA), and Netflix (NFLX).)
Pay TV Distributors: Comcast (CMCSA), Charter (CHTR), Dish Network (DISH), Verizon FiOS (VZ), Optimum/Suddenlink (ATUS), Atlantic Broadband (OTCPK:CGEAF), Sparklight (CABO).
Relevant local broadcast tickers: Nexstar Media Group (NXST), Sinclair Broadcast Group (SBGI), Gray Television (GTN), Tegna (TGNA), EW Scripps (SSP). National broadcasters: ABC (DIS), NBC (CMCSA), CBS (PARA) (PARAA), Fox (FOX) (FOXA). And some advertising technology names related to connected TV: The Trade Desk (TTD), Magnite (MGNI), PubMatic (PUBM), Criteo (CRTO), Roku (ROKU).