Nielsen: Streaming Platforms Accounted for 28% of Consumer’s Total TV Time in October





Fall has ushered in a new season of hit shows and live sports and viewers are flocking back to their TV, according to a study by The Gauge, Nielsen’s total TV and streaming snapshot. In October, streaming represented 28% of consumers’ total TV time, which has stayed steady since May. 

Streaming’s 28% share is equal to broadcast, which increased by 2% from September. The return of the NFL season, the 2021 World Series, and a fresh lineup of fall shows make up a big reason for the increase. In October, NFL games made up the top 10 most watched broadcast programs which continues to be a trend.

The Gauge’s data shows that linear streamers, which are included in the “other streaming” category, saw double-digit growth in viewership.

After premiering original hit shows like Squid Game, You, and Maid, Netflix gained a share point to account for 7% of total viewing. Add in the addition of Seinfield, and the actual minutes viewed on Netflix rose 5.5%, according to the study.

The study shows that competing streamers including Amazon Prime Video and Disney+ saw a decrease in total minutes, which fell about 2.5% each. Hulu saw a small decline of viewership by 0.3%, however, YouTube’s viewership increased by 2.2%, amplified by YouTube TV.

Other takeaways from The Gauge’s October Report

  • Cable made up 37% of total TV viewership, a 1% decrease from September
  • Broadcast and Streaming  each made up 28% of total TV viewership 
  • “Other” made up the remaining 6% of TV viewership
  • Streaming’s 28% broken down by service:
    • 9% Other Streaming (linear streamers: Charter/Spectrum, DIRECTV, SlingTV, etc), 7% Netflix, 6% Youtube (includes YouTube TV), 3% Hulu (includes Hulu + Live TV), 2% Prime Video, and 1% Disney+

Disclaimer: To address the growing use of ad blockers we now use affiliate links to sites like, streaming services, and others. Affiliate links help sites like Cord Cutters News, stay open. Affiliate links cost you nothing but help me support my family. We do not allow paid reviews on this site. As an Amazon Associate I earn from qualifying purchases.

Subscribe to Our Newsletter

* indicates required

Please select all the ways you would like to hear from :

You can unsubscribe at any time by clicking the link in the footer of our emails. For information about our privacy practices, please visit our website.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp’s privacy practices here.