Thanksgiving Day Boosts TV Usage: Sports and Streaming Drive November Viewership Surge
Thanksgiving Day saw a significant increase in television usage in November, with viewers watching 103.4 billion minutes during the holiday. Linear streaming, which includes broadcast and cable content viewed through services like YouTube TV and cable provider apps, accounted for 10.1% of total TV usage on Thanksgiving, the second-highest level ever recorded, only surpassed by Super Bowl Sunday. Broadcast's share of viewership increased by 7% month-over-month to 23.2% of TV time, outpacing cable for the third consecutive month. Sports viewing played a significant role in this increase, with sports commanding 37% of all broadcast viewership in November.
The Thanksgiving Day NFL matchup between the Chiefs and Cowboys on CBS was the top broadcast telecast of the month, generating 11.7 billion viewing minutes. NFL coverage attracted more younger audiences to the broadcast ecosystem, with viewing for the under-30 group up by 21% and viewing for kids aged 2 to 11 up by 27%. Cable experienced a dip in its share, decreasing by 3% to a total of 20.5% in November. Despite the absence of the MLB playoffs, cable saw a 22% increase in viewership in the cable movie genre.
Overall, streaming usage grew by 8% in November, capturing 46.7% of total TV watch-time. YouTube continued to dominate the streaming field with a 12.9% share, while Netflix saw an increase in viewership from "Stranger Things" Season 5. Disney, Prime Video, Roku Channel, and Tubi also had notable performances in the streaming landscape. Sports also fueled growth at Peacock and Paramount Streaming in November, with both platforms seeing increases in viewership.
In conclusion, Thanksgiving Day played a significant role in the increase in television usage in November, with linear streaming and sports viewing contributing to the overall growth. Broadcast outperformed cable for the third consecutive month, and streaming platforms like YouTube, Netflix, Disney, and Prime Video continued to attract viewers with their content offerings. Sports content, particularly NFL coverage, played a crucial role in driving viewership across various platforms.