Streaming dips as big events draw TV viewers in August

The onset of autumn heralds a shift in TV viewing habits, and this year’s transition bore witness to a resurgence in traditional broadcast and cable viewership, while streaming platforms saw a mild setback. The twin engines of the NFL preseason and the burgeoning political debates surrounding the upcoming presidential election played pivotal roles in drawing audiences back to conventional TV channels.

August witnessed a 1.6% and 1.7% uptick in broadcast and cable viewing, respectively. The bolstered figures for broadcast television broke a seven-month slump, marking the first usage gain since January. This revival was fueled by a blend of “participation variety” shows like ‘America’s Got Talent’ and “general variety” shows like ‘Big Brother,’ complemented by the steady viewership of news and drama genres which accounted for 16.9% and 24.8% of viewing, respectively.

The cable sector too saw a fillip with the commencement of NFL preseason and the political debates driving the numbers. Sports and news content emerged as the main attractions, accounting for 6.7% and 20.8% of cable viewing in August.

On the flip side, streaming platforms encountered a 1.6% dip in usage, a downturn predominantly shouldered by the 2-17 age demographic as they transitioned back to school. Despite this dip, Disney+ managed to secure a strong footing with its titles ‘Bluey’ and ‘Guardians of the Galaxy Vol. 3,’ amassing 4.2 billion and 3.2 billion minutes of viewing, respectively. However, a 4.8% drop in Netflix usage slightly overshadowed the streaming realm, even as Peacock saw an 8.3% rise in viewership, buoyed by events like WWE SummerSlam and the NFL Hall of Fame Game alongside the success of ‘The Super Mario Brothers Movie.’

Linear streaming, although not categorized under the standard streaming umbrella, carved out a modest 5.1% of TV usage in August, indicating a blended viewing pattern among audiences.

As September unfolds, the landscape is set to evolve with the Major League Baseball (MLB) playoffs and broader coverage of NCAA and NFL football seasons on broadcast and cable, posing a fresh challenge to streaming platforms. The scarcity of new scripted content this fall could further alter viewing preferences, underscoring the dynamic and expansive nature of today’s TV landscape.

The dichotomy between traditional TV and streaming platforms, highlighted in August, underlines the ever-shifting preferences of audiences, driven by seasonal transitions, sporting events, and political discourse.

Advertisement