Streaming services dominated TV viewing in December, capturing 43.3% of total watch time, a significant increase from 35.9% in December 2023. YouTube led with a record 11.1% share, while Prime Video hit a new high of 4%, boosted by its exclusive NFL telecast and holiday film “Red One,” which amassed 5.8 billion viewing minutes. Netflix maintained its lead with 8.5% of total viewing, matching its record from July 2023. Max saw the largest monthly increase at 18%. Despite the holiday season, broadcast and cable viewing declined, with scripted dramas on broadcast networks dropping by 18% and cable news viewership falling by 27%. Overall, broadcast and cable combined for 46.2% of TV viewing, with cable slightly ahead at 23.8% compared to broadcast’s 22.4%.
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