In the latest viewing habits report, traditional television managed to hold a slight advantage over streaming platforms in the United States during December. Nielsen's "The Share" report revealed that broadcast and cable TV collectively accounted for 46.2% of total TV viewing time, while streaming services claimed 43.3%. This marks a shift from November, where traditional TV had a stronger lead due to major events like the World Series and election coverage. Despite this, streaming services showed significant growth, with Netflix leading the pack thanks to live NFL games on Christmas Day and popular content releases.

Traditional TV's Holiday Boost

The festive season brought a surge in viewership for traditional linear TV, driven by live programming and holiday specials. Cable and broadcast networks attracted millions of viewers with sports and holiday-themed content. CBS, NBC, and Fox saw increased viewership as fans tuned in for NFL games and holiday movies. The Macy’s Thanksgiving Day Parade and Christmas Day celebrations were among the most-watched events of the month, highlighting the enduring appeal of live broadcasts.

Broadcast TV capitalized on the holidays, with Christmas and Thanksgiving Day ranking among the highest-viewed days of 2024. Events such as the Macy’s Thanksgiving Day Parade and three NFL games on Thanksgiving attracted tens of millions of viewers. These live events not only boosted ratings but also underscored the importance of traditional TV in delivering timely and communal entertainment experiences. The strong performance of these programs demonstrated that despite the rise of streaming, there remains a significant audience for live and seasonal content on conventional platforms.

Streaming Services Gain Ground

Streaming platforms continued to expand their share of TV viewing time, with Netflix leading the charge. In December, streaming services collectively accounted for 43.3% of all TV viewing time, a notable increase from previous months. Netflix, in particular, saw a substantial boost in viewership, partly due to its first-ever live NFL broadcasts on Christmas Day. Other factors contributing to Netflix's success included the release of highly anticipated shows and films.

Netflix's streaming usage surged by nearly a full percentage point compared to November, reaching 8.5% of total TV viewing time. The platform benefited from the debut of two NFL games on Christmas Day, an event that garnered significant domestic interest. Even without the NFL games, Netflix's viewership would have risen by 11% due to the popularity of new releases like the thriller "Carry On" and the second season of "Squid Game." Other streaming services also made gains, with YouTube maintaining its dominance at 11.1% share, Prime Video securing third place with 4%, and Hulu coming in fourth with 2.5%. Among free, ad-supported streaming platforms, Roku Channel led with a 2% share, while Tubi and Pluto TV followed closely behind.