YouTube remains at the top of Nielsen’s Media Distributor Gauge, scoring a 15.8% share of all viewing in August as TV viewership eased following the end of the FIFA World Cup.
TV viewing eased in the traditionally slow summer season before the return of American football and the annual back-to-school viewing decline among kids and teens. Those two factors contributed to a 4.4% decrease in total TV usage. Nevertheless, cable and streaming still gained share to 18.9% and 49.6% of television, respectively, with broadcast at 17.5%.
Streaming was down 3.2% in August but YouTube was still able to capture a wider audience, reaching a record 15.8% with monthly viewing up 6%. Key to that increase were older audiences, with viewing among the 50-plus set up by 9%.
Disney Streaming and Paramount Streaming each added 0.1 share point to finish with 4.8% and 2.3% of TV, respectively. Peacock slipped to 1.6% post World Cup and Love Island USA .
Disney took the number two spot on the Media Distributor Gauge with a 9.3% share, ahead of Netflix and NBCUniversal and Versant combined with 7.7% share each. Paramount was in fifth at 6.8%, followed by FOX (5.6%) and then Warner Bros. Discovery (5.3%). Amazon had a 4.3% share and The Roku Channel was just under 3%.
