Nielsen: Summer streaming growth has plateaued now that kids are back in school
Now that fall is in the air and we’ve officially kicked off back to school, overall streaming consumption is slowing down. August marked the first time in three months that streaming has not seen consecutive growth, but has instead remained fairly static.
While the overall streaming growth for August was stable, streaming time among school-aged children aged 6 to 17 showed a pretty big drop, decreasing by 7.5%. This can be largely attributed to the increasing rates of in-person classes at the start of the school season. Regions like the South where schools had an earlier fall start date contributed the most to the decline in viewership for school-aged children.
August and July both saw 28% streaming on Nielsen’s Guage, which had previously seen a 1% increase every month since June, starting at 26% and then 27% in July.
Another cause for the stagnant growth in streaming time can be attributed to the Tokyo 2020 Olympics which ended on August 8. Viewers were more likely to tune into live TV and traditional pay TV to watch the events.