Disney+, Tubi, Netflix and Max each exhibit double-digit monthly usage growth.
ABC, NBA Finals capture top five broadcast telecasts; CNN Presidential Debate tops cable.
The month of June ushered in another blazing summer of streaming. According to Nielsen’s June 2024 report of The Gauge™, time spent streaming soared to 40.3% of total TV usage, topping the previous single category record set by cable in June 2021 (40.1%) and notching the highest share of TV ever reported in The Gauge.
Across streaming platforms, four notched double-digit usage growth including Disney+ (+14.8%), Tubi (+14.7%), Netflix (+11.8%) and Max (+11.0%), all with 20% or more attributable to younger viewers. Additionally, most streaming services exhibited shares that were near or equal to previous platform-bests, while YouTube and Tubi both set high watermarks with 9.9% and 2.0% of TV, respectively.
June also marks the end of the school year and beginning of summer break for most kids and teens, and the additional free time led viewers 17 and younger to exhibit the largest upticks in TV usage across age demographics. Younger audiences also helped drive a slight monthly increase in overall TV usage in June (+2.1%), which was also fairly flat compared with June 2023 (+1.3%).
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Streaming viewership increased 6% compared with May and the category added 1.5 share points to finish June at a record-setting 40.3% of TV. As streaming makes up a larger share of younger viewers’ television time, the category received a disproportionate bump from the 2-17 age demographic, including a 16% increase in viewing from kids 2-11.
Netflix added almost a full share point in June (+0.8 pts.) and jumped to 8.4% of total TV, just a tenth of a share point below its platform best 8.5% which it set in July 2023. Netflix capitalized on considerable viewership from this month’s top two streaming titles: Its original series Bridgerton led the way with 9.3 billion viewing minutes, and Your Honor, Bryan Cranston’s Showtime and Paramount+ import, had the second highest total with 7.5 billion minutes across Netflix and Paramount+. High-profile content from other platforms also garnered notable viewership in June, including Prime Video’s original series The Boys whose new season helped drive 4 billion viewing minutes, and House of the Dragon, the HBO network series on Max, which totaled 3.4 billion minutes on the streamer.
Broadcast claimed 20.5% of total TV time in June, seeing some benefit from viewing increases of 26% in sports and 5% in news. This comes as a result of the top seven most watched broadcast telecasts this month—all of which aired on ABC—including the NBA Finals covering the top five, followed by ABC’s simulcast of CNN’s Presidential Debate, and Game 7 of the NHL Stanley Cup Finals. NBC’s Sunday night broadcast of the women’s gymnastics Olympic Trials settled into the 8th slot among top telecasts with 7.4 million viewers, foreshadowing one of the summer’s biggest TV events.
The cable category, which totaled 27.2% of TV usage in June, also saw big viewership numbers from the CNN Presidential Debate. The simulcasted debate claimed the top two cable telecasts of the month, with CNN leading the pack with over 10 million viewers, followed by Fox News Channel with 9.5 million. Cable’s ‘general drama’ and ‘feature film’ genres were each up about 6% from last month, but viewing in the cable sports genre declined 35% as both the NBA and NHL concluded their seasons with broadcast televised events.
It’s typical for traditional linear TV to exhibit a lull in viewership during the summer months, and both broadcast and cable recorded fairly sharp declines in their share of TV usage in June. The broadcast category lost 1.8 share points and cable fell by 1.0 point, bringing the two to a combined 47.7% of overall TV this month. The wildcard for traditional TV as we move into July and August will be the Summer Olympics, whose widely covered quadrennial events have historically drawn sizable audiences across both broadcast and cable networks.
The measurement interval for June 2024 was 05/27/2024 through 06/30/2024.
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CTV AND STREAMING GLOSSARY
Few areas of the media landscape have taken the spotlight over the last year like streaming video has, fueled by increasing consumption and a wealth of new platform and content options. In June 2021, for example, streaming accounted for 27% of total TV time in the U.S., much of which is attributable to the fact that 77% of U.S. homes now have at least one connected device.
Given the growth in consumption and accompanying advertising opportunities, it’s not surprising that 60% of U.S. advertisers say they plan to shift ad dollars from linear TV to either connected TV (CTV) or over-the-top (OTT) this year. But given the breadth of the CTV universe, identifying ad opportunities isn’t always clear, and neither are many of the terms and acronyms that marketers and industry participants use, such as programmatic, CTV, OTT and advanced TV.
This glossary aggregates many of the terms and acronyms used to provide clarity amid a quickly evolving and important space in the broader media industry.
GLOSSARY
Ad Sequencing
Ad serving method where a set of ads are shown in a predefined order i.e. creative B is shown after a user has been exposed to creative A.
Advanced TV
All non-traditional TV. It’s the umbrella term encompassing over the top, connected TV and addressable TV.
AVOD
Ad-supported video-on-demand.
Behavioral Data
Data that represents buying and media consumption actions and habits.
Connected TV
TVs that have access to an internet connection and can stream video content. This can include smart TVs or standard TVs with a connected device (Apple TV, Roku, Chromecast, Amazon Fire TV, etc.)
Global Frequency Capping
Ad serving feature that ensures a user is only exposed to a certain number of ads within an allotted time period.
Home Screen Ads
Static ads that sit on the home screen. They’re typically a short video or image and can feature a call to action like ‘learn more’.
In-stream Video Ads
15- to 30-second long ads that play before or during the program. They are a clever and cost- effective way to reuse your existing television ads for connected TV.
Incremental Reach
Unique audiences exposed to your ads, beyond those you are reaching via other screens or mediums.
Interactive Pre-Roll Ads
The same as in-stream video ads, except they allow the viewer to click through to a landing page. For example, if you’re advertising a movie, this type of ad could bring the viewer to a page where they could book a ticket.
MVPD
An acronym for Multiple Video Programming Distributor. These companies are content providers that deliver broadcast and cable programming to audiences through traditional means, such as cable boxes and satellite subscriptions. Examples include Comcast, Dish and Cox.
Over-the-Top (OTT)
Streaming services like Hulu, Netflix, Amazon Prime, YouTube TV and Disney+ that can be streamed on any internet-connected device without a cable or satellite subscription.
Private Marketplaces (PMPs)
Customizable, invitation-only marketplaces where premium publishers make their inventory available to buyers.
Programmatic TV
Technology-automated and data-driven method of buying and delivering ads on linear TV.
Streaming
Streaming refers to the delivery of audio and video content to a device (phone, tablet, computer, TV) through an internet connection. Streaming content can be delivered wirelessly as well as through a wired connection.
Suppression
Utilize advanced techniques to prevent targeting someone who already bought a product or service.
SVOD
Subscription video-on-demand.
vMVPD
An acronym for Virtual Multiple Video Programming Distributor. These companies are content providers that deliver aggregated live and on-demand video content through an internet connection. Examples include Sling TV, Hulu Live TV, YouTube TV, DirecTV Now and fuboTV.
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