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Amazon Prime Video soars with NFL and ‘Rings of Power’
How streaming platforms are redefining TV viewership
Streaming services have consistently shifted the landscape of TV viewership, and September saw some significant upheavals. Amazon Prime Video emerged as a frontrunner, riding high on the back of the NFL season and the much-anticipated “Rings of Power” series.
Amazon’s record-breaking month
The start of the NFL season played a crucial role in boosting Amazon Prime Video’s metrics. By incorporating “Thursday Night Football”, Amazon saw a 12% increase in streaming viewership from August, matching its best-ever 3.6% share of overall TV viewership. This leap wasn’t just about football; the streaming giant also benefited from the debut of Season 2 of “The Lord of the Rings: Rings of Power”. The series amassed a staggering 4.3 billion viewing minutes, marking it as the third most-watched streaming title for the month.
NFL’s impact on Peacock
Another noteworthy mention is Peacock, which also saw a rise in viewership thanks to its exclusive airing of the Green Bay Packers vs. Philadelphia Eagles game on September 6. The game, held in São Paulo, Brazil, drew 2.6 billion viewing minutes and ranked 11th among the most streamed programs of September.
Streaming trends: What the numbers say
September 2024 witnessed an 11% increase in streaming viewership from the previous year, capturing a substantial 41% share of overall TV viewership despite a 2.2% decline from August. YouTube led with a 10.6% share of total TV viewership, while broadcast and cable held 22.6% and 26.1%, respectively.
The rise of other platforms
Disney+ experienced a notable 5.2% uptick from August, clinching a platform-best 2.5% share of overall TV viewership. This growth was fueled by making Hulu content accessible for package subscribers and the incredible success of the children’s show “Bluey”, which garnered 4.2 billion minutes of viewing time.
Netflix maintained its 7.9% share and boasted the best-performing streaming title in September with the Nicole Kidman-led original series “The Perfect Couple”, which achieved 5.5 million viewing minutes.
Traditional platforms: Shifts and trends
On the traditional broadcast front, the NFL was king, accounting for 14 of the top 15 telecasts in September. Notably, broadcast sports viewing got a 9% boost compared to August. This increase followed a massive 44% rise in the previous month due to the Olympics.
Broadcast saw a modest 0.6% growth from August, driven partly by an 11% increase in viewers tuning into scripted dramas. A significant contributor was the simulcast of the debate between Kamala Harris and Donald Trump, which was watched by 67.1 million viewers across nine airing broadcasters.
In contrast, cable viewing dipped by 0.2% from August, following a month of Olympic and Democratic National Convention coverage. Despite this, ESPN’s telecast of the NFL “Monday Night Football” game between the Atlanta Falcons and the Philadelphia Eagles emerged as the top cable broadcast, drawing over 13 million viewers.
The future of streaming and TV viewership
As we dive deeper into these numbers, it becomes clear that streaming platforms are not just alternatives to traditional television; they are becoming the dominant medium. Fast-growing platforms such as Disney+, Peacock, and Tubi are at the helm of this growth trajectory. For instance, The Roku Channel reported a whopping 42% year-over-year increase in viewership.
These stats underscore a pivotal shift in audience behavior, anticipating a future where streaming platforms could entirely overshadow traditional broadcast and cable channels. September 2024’s metrics were measured over five weeks, from August 26 to September 29, providing a comprehensive view of current trends.
The digital age of content consumption is upon us, with streaming services continuously evolving to offer audiences unprecedented choices and convenience. Stay tuned as these platforms continue to innovate and redefine our viewing experiences.
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