As TV consumption declines, streaming to record share of Nielsen targets rises (NASDAQ: NFLX)

Streaming hits new high in Nielsen Gauge

Streaming video has risen to yet another record-breaking share of TV use, as there now appears to be no reversal of the direction of the tide: in favor of cutting the cord across.

Streaming consumption made a big leap in May, to a record 31.9% of TV time – and again it took share from all other potential uses: Cable’s leading share fell to 36.5% from last month’s 36.8%; Broadcast TV consumption fell to 24.4% from 24.7%; and the share of “Other” (strong video gaming) fell to 7.2% from 8.2%, according to “The meter“from Nielsen, its monthly macro look at TV delivery platforms.

Total TV consumption fell again by 2.7% (as is typical, with May a historic low for TV use). Broadcast and cable viewing both dropped as expected, and viewer volume dropped 3.5% for each.

But streaming got a boost from some high-profile content releases for the Memorial Day weekend, especially a new season of Stranger Things at Netflix (NASDAQ: NFLX) and the release of Obi-Wan Kenobi at Disney + (NYSE: DIS). The debuts of these shows brought strong single days as Disney + took 2.5% of all TV shares on Friday, May 27, and Netflix took 9% of all shares on Saturday, May 28.

Among special streaming service components, most of the top services split into the streaming major overarching portion of the TV pie. Leader Netflix (NFLX) increased its stake to 6.8% of TV consumption from 6.6%; Youtube (NASDAQ: GOOG) (GOOGL) rose to 6.7% from 6.1%; Hulu (DIS) (CMCSA) ticked up to 3.4% from 3.3%; and Amazon Prime Video (NASDAQ: AMZN) increased to 2.6% from 2.5%.

Disney + (DIS) share remained unchanged at 1.7% and HBO Max (WBD) remained flat at 1%.

In addition to these leading services, the overall “Other Streaming” group increased its share to 9.6% from 9.2%. This category also includes small services such as Crackle (CSSE) as well as linear streamers such as Spectrum (CHTR), DirecTV and Sling TV (DISH).

In terms of weekly streaming ratings, Netflix’s (NFLX) Ozark eventually gave up three weeks of waiting at the top of the chart, only to be replaced by a new Netflix series: The Lincoln Attorneys was No. 1 with 1.85 billion minutes streamed, hitting an still-strong performance off Ozark (1.081 billion) and Netflix’s movies Senior year (767 million) and reliable kid hits CoComelon (682 million).

Netflix again took nine of the top 10 spots on the overall hit list; Disney + (DIS) made its one entry as No. 5 with its film Chip ‘n Dale: Rescue Rangers (594 million minutes). Rounding off the top 10: No. 6, NCIS (NFLX), 552 million minutes; No. 7, Criminals are (NFLX), 501 million. No. 8, Circles (NFLX), 467 million. No. 9, Outlander (NFLX), 456 million. and No. 10, A perfect pairing (NFLX), 442 million.

(A reminder that Nielsen streaming ratings include viewing from five major 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 Television Companies: ABC (DIS), NBC (CMCSA), CBS (PARAA) (PARAA), Fox (FOX) (FOXA). And some ad technology names associated with connected TV: The Trade Desk (TTD), Magnite (MGNI), PubMatic (PUBM), Criteo (CRTO), Roku (ROKU).

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