Nia Towle as Estrid in Lord of the Rings: The 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.

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.

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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