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The start of the NFL season in September 2024 marked a significant moment for both fans and broadcasters, as the highly anticipated return of professional football in the United States drew millions of viewers across various platforms. Nielsen’s September 2024 report of The Gauge highlighted the widespread reach and impact of the NFL’s cross-platform distribution model, which not only boosted viewership for traditional broadcast channels but also elevated streaming services like Prime Video and Peacock. This report provides insights into how the NFL’s return, coupled with key programming from major streaming platforms, shaped TV viewing habits throughout the month.
NFL Drives Viewership Growth Across Platforms
NFL games were a dominant force in television viewership during September, leading to notable increases in both broadcast and streaming consumption. Prime Video, for instance, saw a 12% rise in viewership, largely thanks to Thursday Night Football. This increase allowed Prime Video to match its highest-ever share of total TV usage, reaching 3.6%, a record it had previously achieved in September and October of 2023. The continued success of Thursday Night Football on Prime Video demonstrates how the NFL has become a vital asset for streaming platforms, attracting live sports audiences who traditionally watched on broadcast or cable.
Peacock also experienced a surge in viewership, benefiting from exclusive NFL coverage, most notably the Green Bay Packers vs. Philadelphia Eagles game on September 6th. This event, alongside other NFL programming, helped Peacock grow its audience, marking the NFL’s return as a pivotal moment for the platform. In Brazil, where the NFL debuted in São Paulo, the league amassed an impressive 2.6 billion viewing minutes, further proving the international appeal of the sport and its ability to drive global engagement.
Broadcast television, too, saw substantial growth due to NFL programming, with the league accounting for 14 of the top 15 broadcast telecasts in September. The top three games, which aired on NBC, CBS, and Fox, each garnered over 3 billion viewing minutes, underscoring the NFL’s dominance in attracting massive audiences. Overall, broadcast sports viewership rose nearly 9% compared to August, building on a significant 44% spike from the previous month, which had seen a surge in viewership due to the Olympics.
Streaming’s Steady Share and NFL’s Impact on Prime Video
Despite a slight 2.2% dip in overall streaming viewership in September—largely in line with seasonal trends—streaming maintained a 41% share of total TV consumption. Prime Video’s 12% growth, fueled by Thursday Night Football and the continued popularity of its original series The Rings of Power, made it the fastest-growing streaming platform for the month. The Rings of Power was the third most-watched streaming title in September, amassing 4.3 billion viewing minutes, further demonstrating the platform’s ability to keep viewers engaged with both live sports and original content.
Disney+ also posted notable growth in September, with a 5.2% increase in viewership. This was partially due to the availability of Hulu content for subscribers of Disney’s bundle package, along with the strong performance of Bluey, a family-friendly series that accounted for 4.2 billion viewing minutes, ranking as the fourth most-watched streaming title for the month. As a result, Disney+ reached a platform-best 2.5% share of TV, up 0.2 percentage points from the previous month.
Meanwhile, Netflix, the largest streaming platform, held steady at a 7.9% share of TV. The platform dominated the list of top-performing streaming titles in September with its original series The Perfect Couple, which garnered 5.5 billion viewing minutes, making it the most-watched streaming title for the month. YouTube continued to lead all streaming platforms with a 10.6% share of TV usage, maintaining its position as the top platform for video content.
Streaming’s Year-Over-Year Growth
The year-over-year growth of streaming services was another key highlight of Nielsen’s September report. Streaming as a whole grew by 11% compared to the same period in 2023, with certain platforms, such as Disney+, Peacock, and Tubi, experiencing even more significant growth—over 30% in some cases. Notably, The Roku Channel was the biggest year-over-year mover, with a 42% increase in viewership. This surge highlights the ongoing shift in consumer preferences toward free, ad-supported streaming platforms (FAST), particularly as viewers seek more cost-effective ways to access content.
Broadcast Television and NFL’s Role in Ratings
Broadcast television, which accounted for 22.6% of total TV usage in September, also saw a bump in viewership thanks to the NFL’s return. In addition to NFL games, which dominated the top broadcast telecasts, scripted drama series also contributed to the overall growth in broadcast TV viewing. Seasonal premieres for several drama series led to an 11% increase in broadcast drama viewership during the month.
The broadcast news genre also benefited from key political events, most notably the Harris-Trump presidential debate, which aired simultaneously across 17 networks. Over 67.1 million viewers tuned in to the debate, with over 45 million watching on one of the nine broadcast networks airing the event. The debate, along with NFL programming, gave broadcast networks a much-needed lift in September.
Cable’s Decline Amid Changing Viewer Habits
Cable television, which accounted for 26.1% of total TV consumption in September, saw a slight decline, losing 0.2 share points compared to August. This drop can be attributed in part to the decrease in cable sports and news viewing, following the end of major summer events like the Olympics and the Democratic National Convention (DNC), both of which had driven significant viewership spikes in August. Cable sports viewership dropped by 17.1%, while news programming dipped by 4%. Despite these declines, the NFL remained a powerful draw for cable audiences, with Monday Night Football—specifically the Atlanta Falcons vs. Philadelphia Eagles matchup—emerging as the top cable telecast for September, drawing over 13 million viewers on ESPN.
Conclusion: NFL’s Impact on TV and Streaming
The NFL’s return to the airwaves and streaming platforms in September 2024 had a profound impact on the TV landscape, driving viewership growth across broadcast and streaming services alike. Prime Video and Peacock were among the biggest beneficiaries of the NFL’s cross-platform distribution, with both platforms seeing significant increases in audience engagement. Prime Video, in particular, experienced double-digit growth, thanks to its exclusive Thursday Night Football broadcasts and the continued popularity of The Rings of Power.
Meanwhile, the NFL’s return also boosted traditional broadcast networks, with NFL games ranking as the top telecasts of the month and helping to lift overall broadcast viewing. Though cable saw a slight decline, the NFL still remained a key driver of cable sports viewership, with Monday Night Football leading the way.
Overall, Nielsen’s September 2024 report highlights the ongoing significance of live sports, particularly the NFL, in shaping TV viewing habits. As streaming continues to grow year over year, and platforms like Prime Video, Peacock, and Disney+ expand their offerings, the NFL’s ability to attract massive audiences across platforms will remain a critical factor in the evolving TV and streaming landscape.
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