Prime Video reports strong streaming growth in September

According to Nielsen's latest edition of The Gauge, streaming saw an increase in September, led by the strong success of Prime Video and Disney+.

Led by Thursday Night Football And Lord of the Rings: The Rings of Power, Prime Video increased its share of TV usage by 12% compared to August, marking the largest monthly gain among streamers. Rings of power was the third most-watched streaming title in September with 4.3 billion minutes watched, partly due to the start of the second season.

Meanwhile, Disney+ achieved a platform-best TV usage share of 2.5% in September, rising 5.2% month-over-month. Nielsen says this is due in part to Hulu content being available to package subscribers on the platform, as well as continued growth through Bluishwhich reached 4.2 billion minutes watched this month – good enough for the fourth streaming title overall in September.

Peacock also got a boost thanks to the NFL with coverage of the Packers-Eagles earlier this month, which marked the league's debut in São Paulo, Brazil and was watched for 2.6 billion minutes. It was the 11th most streamed show in September. This was a much-needed boost for the platform after the end of the Olympics meant something of a lull.

While streaming was down month-over-month, it was up 11% year-over-year. Disney+, Peacock, Tubi and the Roku Channel were all top performers with more than 30% year-over-year growth. Roku came out on top with a whopping 42% growth compared to last September.

The trends remained consistent on a monthly and annual basis. Broadcast, cable and streaming have all been fueled by sports. According to Nielsen, sports viewing increased nearly 9% compared to August. Cable also saw a boost from ongoing election coverage.

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