Disney leads December TV share as streaming platforms hit record heights

In a significant shift within the television landscape, Nielsen's December 2024 Media Distributor Gauge revealed substantial gains for streaming platforms amid changing viewing patterns. According to data released on January 28, 2025, pure-play streaming companies collectively captured more than 25% of total television viewing time.

The Walt Disney Company maintained its dominance for the fourth consecutive month, securing 11.2% of total television usage. The entertainment giant's performance, representing a 6% month-over-month increase, was driven by strong showings across its portfolio. FX experienced a remarkable 45% surge in viewership, while Freeform nearly doubled its audience through holiday programming.

YouTube achieved a significant milestone in December, reaching its highest-ever share of total television viewing at 11.1%. This performance marked YouTube's tenth consecutive month as one of the top two media distributors. The platform's success was evidenced by a 7% increase in viewing time compared to November.

Sports content emerged as a crucial factor in December's viewing patterns. According to Nielsen, ESPN's football coverage contributed substantially to Disney's strong performance. Netflix's streaming of two Christmas Day NFL games helped the platform match its previous record with an 8.5% share of total viewing time, marking a 14% increase from November.

The migration of sports content to streaming platforms continued to reshape viewing habits. Amazon Prime Video achieved its highest-ever share at 4.0%, benefiting from exclusive rights to five NFL Thursday Night Football games during the December measurement period. The platform's holiday film "Red One" accumulated 5.6 billion viewing minutes, establishing itself as the month's most-watched streaming title.

Traditional television maintained significant reach through marquee events. FOX's broadcast of the Thanksgiving Day NFL game between the Cowboys and Giants drew 38.5 million viewers, generating 8.2 billion viewing minutes. However, the network experienced a 14% decline in overall viewership from November, when it benefited from World Series coverage and election news, finishing December with a 7.1% share.

Smaller platforms demonstrated notable growth. The Roku Channel recorded a 10% increase in viewership, achieving a platform record of 2.0% of total television time and advancing from tenth to ninth place among media companies. AMC Networks saw a 24% viewership increase, attributed to its month-long holiday movie programming.

Nielsen's December measurement period, spanning November 25 through December 29, 2024, reflected seasonal viewing patterns. Holiday content proved particularly influential, with Disney's animated series "Bluey" accumulating 5.3 billion viewing minutes. Netflix's content library, including series such as "Carry-On," "Squid Game," and "Virgin River," generated nearly 15 billion viewing minutes during the period.

The data underscores the continued evolution of television consumption patterns, with streaming platforms achieving new milestones while traditional broadcasters maintain influence through live sports and event programming. The measurement period captured both the impact of seasonal content preferences and the growing significance of sports rights in the streaming ecosystem.

Nielsen's methodology follows the broadcast calendar, with measurement weeks running Monday through Sunday. The Gauge, which provides monthly snapshots of total broadcast, cable, and streaming consumption through television screens, was expanded in April 2024 to include the Media Distributor Gauge, offering comprehensive viewing data across all categories by media distributor.