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People are more likely to turn on the TV to watch YouTube, Netflix, or other streaming platforms than they are to watch cable TV.
Nielsen Junegauge A report looking at what U.S. viewers watched on their TV screens last month found that more viewers are opting to stream content on their TVs.
YouTube had its highest ever TV audience share among all streaming services in May, with 9.7% of all viewing across connected and linear TVs going to the YouTube platform last month.
About one in ten people who turned on the TV wanted to watch YouTube.
“We’re not talking about the phone or the laptop that your kids are using all the time, we’re talking about the TV, which is the biggest screen in the house,” said Rich Greenfield, media analyst at Lightshed. CNBC.
“All of the [media] Managers need to keep a close eye on developments.
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Netflix wasn’t far behind, with new episodes of “Bridgerton” accounting for 7.6% of all TV viewing in May.
Hulu, Prime Video, and Disney+ had low shares of 3.1%, 3.0%, and 1.8%, respectively.
The overall streaming industry accounted for a record 38.8% of TV viewing in May, meaning nearly two-fifths of all interactions on TV screens were with a streaming service last month.
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Streaming has a higher market share than cable (28.2%), broadcast (22.3%) and other services (10.8%).
“The past two summers have seen a noticeable share shift to streaming, driven by blockbuster originals and increased free time among school-age kids,” said Brian Fuller, Nielsen’s senior vice president of product strategy and thought leadership. video A brief summary of the report.
The impact of the summer will begin to be felt in Nielsen’s June TV ratings index report, due out July 16.
Read the June report here.
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