The Gauge: Streaming Peaks with Successful Multiplatform Strategies

In April, streaming accounted for 44.3% of all TV viewing, surpassing the combined total of broadcast and cable at 45.3%. This marks the third consecutive month of record-breaking streaming viewership, with a 0.5% increase from March and a total increase of 1.7% since January. Comparatively, streaming usage has increased by 15% since April 2024, gaining 5.9 share points, while broadcast TV has seen a 7% decline and cable has dropped by 16%. These shifts highlight the importance of media companies’ multiplatform and multichannel distribution strategies in driving the growth of streaming viewership.

Leading the way in streaming content in April were ABC’s Grey’s Anatomy and HBO’s The White Lotus. Grey’s Anatomy generated 3.9 billion viewing minutes across Hulu and Netflix, with new episodes from its 21st season available on both ABC and Hulu. The White Lotus on Max accumulated 3.7 billion viewing minutes, securing its position as the second most-watched streaming title for the month.

Platforms like YouTube and The Roku Channel also saw increased shares of TV viewing in April. YouTube reached a platform high with 12.4% of total TV watch-time, gaining 0.4 points since March. The Roku Channel captured a 2.4% audience share, up 0.2 points from March. Notably, The Roku Channel has seen a 21% viewership increase since November, offering access to platforms like Max.

Broadcast TV accounted for 20.8% of total TV viewing in April, with dramas and news as the top genres. Major events like the Men’s NCAA Basketball Championship game on CBS and The Masters golf tournament finale also drew significant audiences. Cable TV captured 24.5% of total TV watch-time, with the NFL Draft on ESPN and NBA playoffs contributing to viewership gains.

These statistics are based on Nielsen’s monthly report, The Gauge™, which provides a comprehensive view of broadcast, cable, and streaming consumption. By understanding viewers’ behaviors across platforms, Nielsen aims to empower clients with actionable insights to better connect and engage with audiences globally.