Streaming viewership soared to new records in December 2024, capturing a larger share of television viewing than ever before, according to The Gauge, Nielsen’s monthly snapshot of total TV and streaming usage. The holiday season, with its abundance of festive programming and family gatherings, coupled with the release of popular new content on streaming platforms, fueled this surge in streaming activity.
Holiday Viewing Drives Overall Increase
The Gauge reported a 4% increase in overall television viewing in December compared to November, with Thanksgiving and Christmas holidays contributing significantly to this growth. These holidays, known for their high TV viewership, accounted for four of the top six most-watched telecasts of the month, including NFL games and holiday specials.
Netflix Scores with NFL Debut
Netflix made a splash with its Christmas Day NFL debut, drawing over 23 million viewers for each of its two game broadcasts. This contributed to a strong month for the streamer, which achieved an 8.5% share of total TV viewing, tying its previous record set in July 2023. Even excluding the NFL games, Netflix’s monthly usage would have still increased by 11%, driven by popular titles like the action thriller “Carry-On” and the second season premiere of “Squid Game.”
Streaming Reaches New Heights
Streaming as a whole reached a new milestone in December, capturing a record 43.4% of total TV watch time. This represents a 9% increase over November, building on the already significant 7.6% rise seen in the previous month. Almost all streaming platforms experienced gains, with several achieving record shares:
- YouTube’s viewership grew by 7%, propelling it to a record 11.1% share of TV usage.
- Prime Video reached a new high of 4.0% share, driven by NFL Thursday Night Football games, the holiday film “Red One,” and the new reality series “Beast Games.”
- Max saw an 18% monthly increase, the largest among streaming platforms, fueled by its library of popular shows and the addition of “Dune Prophecy.”
Broadcast and Cable Navigate Seasonal Shifts
While broadcast and cable television also benefited from increased sports viewership due to NFL and college football games, they faced seasonal challenges. Broadcast networks saw a decline in scripted drama viewership as they aired holiday programming, while cable news viewership dropped following the end of the election cycle. Overall, broadcast and cable combined accounted for 46.2% of total TV viewing in December.
Looking Ahead
The Gauge’s December report highlights the continued dominance of streaming in the evolving media landscape. As streaming platforms continue to invest in original content and expand their offerings, their share of TV viewing is likely to grow further. The integration of Hulu and ESPN+ content into the Disney+ app, starting with the January 2025 report, will provide further insights into the evolving dynamics of the streaming market.