A record-setting NFL Thanksgiving slate and the return of one of streaming’s biggest shows helped both broadcast outlets and streamers in November.
The return of Stranger Things to Netflix on Nov. 26 — and increased viewing of past seasons in the weeks leading up to the premiere — helped streamers claim 46.7 percent of all TV viewing in the United States for the month. That’s up from 45.7 percent in October and the second highest share of TV use streaming has ever had, behind only July’s 47.3 percent.
Broadcasters also took a larger piece of the viewing pie in November with 23.2 percent of TV use, up from 22.9 percent a month earlier. Network sports broadcasts — including most of the World Series (Nielsen’s November reporting period includes the final five days of October as well) on Fox and three Thanksgiving NFL games that set ratings records for Fox, CBS and NBC — accounted for 6.4 percent of all TV use by themselves.
Cable, meanwhile, fell to its lowest share in the Gauge to date with just 20.5 percent of viewing, down from 22.2 percent in October.
Fueled by the NFL games, a huge Macy’s parade broadcast and Stranger Things, Thanksgiving was the 10th biggest single day for TV viewing since Nielsen began its Gauge measurement in May 2021. Viewers watched 103.4 billion minutes of television that day. That equates to more than 194,000 years of linear time.
YouTube held steady at 12.9 percent of TV use to retain its spot as the most watched streaming service. Netflix improved to 8.3 percent (vs. 8 percent in October); the Roku Channel (2.9 percent), Paramount streaming (2.3 percent combined for Paramount+ and Pluto TV) and Peacock (1.9 percent) also grew month to month.
Nielsen’s Gauge rankings for November are below.
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