Streaming Services Dominate Viewership Numbers During the Holidays, YouTube on Top

Mark
Streaming Services Dominate Viewership Numbers During the Holidays, YouTube on Top
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The holiday season turned out to be a huge win for streaming platforms like YouTube, Netflix, and Prime Video, all reaching their highest or tying their best records in Nielsen’s monthly snapshot of TV usage.

In December, streaming services captured a whopping 43.3% of all TV viewing in the U.S., according to The Hollywood Reporter. This figure comes close to the 46.2% combined total for traditional TV, with broadcast making up 22.4% and cable 23.8%.

YouTube led the streaming pack, securing 11.1% of TV use, marking its best performance yet, up from 10.8% in November. Netflix also matched its previous high of 8.5%, thanks in part to two heavily watched NFL games on Christmas Day. Prime Video wasn’t far behind, hitting 4% with help from its weekly NFL games, the holiday movie Red One, and the debut of its new show Beast Games.

Broadcast networks still managed to snag the four biggest individual telecasts of the period, with Thanksgiving NFL games on CBS, Fox, and NBC, along with NBC’s Macy’s Thanksgiving Day Parade.

However, regular TV dramas took a hit, with viewership dropping by 18% as many shows went on break for the holidays. Cable news also saw a decline, falling by 27% after the buzz from the presidential election.

Nielsen’s report for December includes data from November 25 to December 29. This period aligns with the company’s method of tracking ‘broadcast weeks,’ which run from Monday to Sunday.

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Mark is the kind of person who gets way too excited about new software updates and can’t resist taking apart gadgets—just to see if they can put them back together. With years of experience in tech journalism and a love for all things digital, Mark writes about the stories behind the screens, from game-changing innovations to the everyday tech that keeps life running smoothly. Outside of work, they’re the go-to “tech support” for friends and family, whether it’s fixing a printer that won’t cooperate or explaining why Grandma’s laptop keeps showing pop-ups. When Mark isn’t glued to their screen, they’re probably building their dream PC, rewatching sci-fi movies for the hundredth time, or testing a gadget that promises to “change everything.” Spoiler: they’ll let you know if it actually does.