YouTube Dominates US TV Distribution Market
YouTube has maintained its position as the leading television distributor in the United States for six straight months, highlighting a significant shift in viewer preferences towards streaming services.
According to Nielsen’s Media Distributor Gauge, in July, YouTube accounted for 13.4% of total TV usage, outpacing Disney by four percentage points, which reported 9.4%. The previous month, YouTube had 12.8% and Disney recorded just 10%. It’s interesting to see how this trend is evolving.
Nielsen’s recent analysis shows that YouTube and Netflix—holding 8.8% of TV usage in July—made up more than a fifth of all TV viewing, surpassing traditional cable and broadcast networks. Overall, streaming contributed to 47.3% of all viewings that month. Disney’s streaming platform captured 4.7% of TV usage in July, while traditional broadcast and cable outlets (including ABC and ESPN) made up the remainder of its viewing share. NBCUniversal (7.6%) and Paramount (7%) rounded out the top contenders in July. The combined total of 14 companies in Nielsen’s report represents 72% of all TV usage, consistent with last month.
Recently, ESPN introduced its own streaming service, which some analysts believe is a clear indication of the ongoing evolution in media consumption.
As noted, the redesigned ESPN app showcases new consumer products and is a notable move amidst the upheaval caused by the trend away from cable subscriptions. Since 2013, ESPN has reportedly lost about 40 million cable subscribers. In response, NBC has shut down its cable sports network, and other local sports networks have also struggled.
