Streaming as a viewing category leveled up again in December, according to Nielsen‘s monthly Gauge report, rising 9% over the previous month after a comparable gain in November.
Collectively, streaming outlets accounted for 43.3% of total watch time on TV sets, up from 35.9% in December 2023.
Amid that rising tide, YouTube‘s share of overall viewing set a new record for the Google-owned video platform, at 11.1%. Prime Video also hit a new platform high at 4%, thanks in part to its exclusive Black Friday NFL telecast, Thursday Night Football and Dwayne Johnson holiday film Red One. While the big-budget film was a mediocre performer in theaters, it racked up 5.8 billion viewing minutes during December.
Nielsen said its latest edition of the Gauge captures viewing from November 25 to December 29, meaning Thanksgiving and Christmas are included but not New Year’s Eve.
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