Nielsen’s latest Media Distributor Gauge report reveals a dynamic December for television viewing, with holiday movies, football, and streaming services taking center stage. The report, which tracks the share of total TV usage across various platforms, highlights significant shifts in audience preferences and the growing dominance of streaming.
Disney Holds Top Spot, Fueled by Holiday and Sports Programming
Disney maintained its position as the most-watched media distributor for the fourth consecutive month, capturing 11.2% of total TV usage in December. The company’s 6% month-over-month gain was driven by strong performances across its cable networks, including a 45% surge for FX and a near doubling of viewership for Freeform, thanks to its popular holiday movie marathons.
ESPN also saw gains, fueled by football viewership, while Disney+ benefited from the popularity of “Bluey,” which ranked as the second-most watched streaming title of the month with 5.3 billion viewing minutes.
YouTube on TV Continues its Ascent
YouTube on TV continued its impressive growth, achieving its highest monthly share of total TV viewing to date with 11.1%. This marks YouTube’s tenth consecutive month as one of the top two media distributors, solidifying its position as a major force in the streaming landscape.
Netflix Ties Platform High, Driven by NFL Games and Popular Titles
Netflix experienced a 14% month-over-month increase in viewing, reaching 8.5% of total TV watch-time and tying its previous platform high. This surge was driven by the two Christmas Day NFL games streamed on Netflix, as well as the popularity of titles like “Carry-On,” “Squid Game,” and “Virgin River.”
FOX Sees Post-Election Decline
While FOX aired the most-watched program of the month – the Thanksgiving Day NFL game between the Cowboys and Giants – the network experienced a 14% decline in overall viewership compared to November. This drop is attributed to the absence of the World Series and the post-election downturn in news viewing.
Amazon and Roku Achieve Platform Bests
Amazon reached a platform-best 4.0% share of TV viewing, driven by its NFL Thursday Night Football games, including a Black Friday game, and the holiday film “Red One,” which was the top streaming title with 5.6 billion viewing minutes.
The Roku Channel also achieved a platform record, capturing 2.0% of total TV time and climbing to ninth place among media companies. This 10% increase was driven by a variety of factors, including the platform’s growing content library and expanding user base.
AMC’s Holiday Movie Marathon Success
AMC Networks saw a 24% increase in viewership, thanks to its month-long Christmas movie marathons. This demonstrates the enduring appeal of holiday programming and the ability of targeted content to drive viewership.
Key Takeaways
- Streaming’s Continued Growth: Streaming services continue to gain ground in the television landscape, with YouTube and Netflix achieving record shares of total TV viewing.
- Live Sports Dominance: Live sports remain a major draw for viewers, with football driving significant gains for Disney, Netflix, and Amazon.
- Holiday Programming Power: Holiday movies and marathons proved to be popular, boosting viewership for Disney, Freeform, and AMC Networks.
- News Viewing Decline: The post-election period saw a decline in news viewing, impacting FOX’s overall viewership share.
The Evolving TV Landscape
Nielsen’s December 2024 report highlights the evolving nature of television viewing. Streaming services are increasingly capturing audience attention, while live sports and holiday programming remain powerful draws. As the lines between traditional television and streaming continue to blur, media companies will need to adapt to changing viewer preferences and invest in content that resonates with diverse audiences.
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