Nielsen: YouTube Outpaces Netflix in Streaming Usage
YouTube's lead includes its standard app and YouTube TV on Nielsen's distributor gauge, as streaming nears half of all TV time.
YouTube is significantly outperforming Netflix in streaming usage, according to Nielsen data reported by movieweb.com. The measurement includes viewing on YouTube's standard app as well as YouTube TV on Nielsen's distributor gauge.
Streaming now accounts for just under half of all TV watch time, Nielsen found, with YouTube holding a clear lead over Netflix within that share.
Netflix's most-watched titles in the period from September 28 to October 4 were led by the competition show Wonka's the Golden Ticket, which drew 1.8 billion viewing minutes, while the period drama East of Eden, based on John Steinbeck's novel, drew 782 million viewing minutes.
The broader streaming field remains fragmented. Combined usage of Warner Bros. Discovery, including HBO Max, and Paramount, including Paramount+ and Pluto TV, amounts to 3.7% of the overall streaming market, according to Nielsen.
Netflix's wider context
The Nielsen figures arrive shortly after Netflix laid off around 1,000 people last week. Netflix had also been in the running to purchase Warner Bros. Discovery, with co-CEO Ted Sarandos describing the acquisition as a "nice to have" but not a "must have."
Quick answers
How many viewing minutes did Wonka's the Golden Ticket draw?
Nielsen reported 1.8 billion viewing minutes for the Netflix competition show from September 28 to October 4.
What share of the streaming market do Warner Bros. Discovery and Paramount hold combined?
Their combined usage, including HBO Max, Paramount+ and Pluto TV, amounts to 3.7% of the overall streaming market, according to Nielsen.