YouTube continued to dominate Nielsen’s Media Distributor Gauge ranking in November with its 12.9% share of total TV usage, while Paramount and Netflix each delivered double-digit gains.

Broadcast and streaming benefited from the Thanksgiving holiday in the U.S. last month, with overall TV usage in November up by 5.5%, per Nielsen's The Gauge.

Fall sporting events and the launch of the U.S. broadcast season helped to reshape Nielsen’s Media Distributor Gauge for October, even as the top three in the rankings remained unchanged: YouTube, Disney and NBCUniversal.

A third of streaming audiences say the fragmented landscape of content and platforms is negatively impacting their experience, and 45 percent find the options “overwhelming," according to Gracenote.