Nielsen: Pluto TV, Peacock Notch Incremental Market Gains in March Household TV Streaming
April 18, 2023
The NCAA College Basketball National Championship Tournament (March Madness) helped spike household cable TV viewership to 31.1%, from 30.2% in February, according to new data from Nielsen.
Yet, while select basketball games were streamed live on Paramount+, it was Paramount’s free ad-supported Pluto TV platform — which didn’t stream basketball — that saw a 0.1% uptick to 0.8% market share from 0.7% share in February. The same was true for NBCUniversal’s Peacock, which upped its market market share 0.1% to 1.1% — largely due to access to Universal Pictures theatrical releases and the original series “Poker Face,” among others.
The streaming platforms’ increases resulted in a 0.1% decline for Google-owned YouTube, which continued to lead all streaming services with 7.8% market share, followed by Netflix at 7.3%, Hulu (3.3%), Prime Video (down 0.1% to 2.9%) and Disney+ (1.8%).
Overall, the streaming video market share dipped 0.2% to an industry-leading 34.1% from 34.3% in February. Broadcast dropped 0.5% to 23.3% from 23.8%.
The data is part of Nielsen’s tracking of Prime Video, Apple TV+, Disney+, HBO Max, Hulu, Peacock and Netflix across household televisions.
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