Peacock had its best month to date in August, scoring the largest share of TV use in the United States in the streamer’s four-year history thanks to the Summer Olympics.
With a huge menu of Olympics coverage, Peacock climbed to 1.5 percent of TV usage in July to 2.1 percent for the August period (which spanned from July 29 to Aug. 25), according to Nielsen’s monthly Gauge report of TV viewing by platform. That’s an all-time high for the service, which averaged about 1.3 percent of all TV use over the prior 12 months. August’s figure includes all but three days of the Olympics and about 19 billion of the games’ 23.5 billion total minutes of viewing time on Peacock.
The Olympics were also very good for NBC, which produced the 19 biggest telecasts of the month on broadcast networks, 17 of which averaged better than 10 million viewers. Broadcasters as a whole accounted for 22 percent of TV use in August, up from 20.3 percent in July.
Overall TV use rose by 8 percent month to month, again fueled by the 14 days of Olympics coverage. Streaming (41 percent of all usage) and cable (26.3 percent) both declined by 0.4 points, and other TV use — including gaming and physical media playback — fell from 11.6 percent in July to 10.7 percent.
YouTube continued to lead all individual streaming platforms and recorded more than 10 percent of all TV viewing for the second straight month, finishing August at 10.6 percent (vs. 10.4 percent in July). Disney+ (2.3 percent) also edged up two tenths of a point.
Nielsen’s Gauge figures for August 2024 are below.
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