Prime Video Sees Strong Streaming Growth In September Led By NFL & ‘Rings Of Power’

Streaming was up in September, led by strong success for Prime Video and Disney+, according to Nielsen’s latest edition of The Gauge.

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Led by Thursday Night Football and Lord of the Rings: The Rings of Power, Prime Video was up 12% from August in its share of TV usage, which was the largest monthly growth among the streamers. Rings of Power was the third most-watched streaming title in September with 4.3B viewing minutes, thanks in part to the launch of Season 2.

Meanwhile, Disney+ hit a platform-best 2.5% share of TV usage for September, growing 5.2% month-over-month. Nielsen says this is due in part to making Hulu content available on the platform for package subscribers, as well as its consistent boost from Bluey , which notched 4.2B minutes viewed this month — good enough for fourth overall streaming title in September.

Peacock also saw got a boost thanks to the NFL with its coverage of the Packers-Eagles early in the month, which marked the league’s debut in São Paulo, Brazil, and managed 2.6B minutes viewed. It was the 11th most-streamed program in September. This was a much-needed boost for the platform after the end of the Olympics spelled a bit of a lull.

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

Trends remained consistent on a monthly and yearly basis. Broadcast, cable and streaming were all buoyed by sports. According to Nielsen, broadcast sports was up nearly 9% from August. Cable also saw a boost from ongoing election coverage.

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