Amazon Prime Video benefited significantly from the launch of the NFL season, with the streamer matching its best-ever share of overall TV viewership in September.

Per Nielsen data, Amazon received a 12% bump in streaming viewership from August, leading the streamer to match its platform-best share of overall TV viewership of 3.6%. The increase was driven largely by “” as well as the debut of Season 2 of “The Lord of the Rings: Rings of Power,” which was this month’s third most watched streaming title with 4.3 billion viewing minutes.

The NFL also boosted Peacock, which exclusively aired the Green Bay Packers vs. Philadelphia Eagles game on Sept. 6. That game, played in São Paulo, Brazil, notched 2.6 billion viewing minutes and was the 11th most streamed program in September.

Streaming overall in September 2024 was up 11% from September 2023, holding a 41% share of overall TV viewership despite declining 2.2% from August, in line with seasonal trends, per Nielsen.

Accounting for 10.6% of total TV viewership in September was YouTube, which is the highest-represented streamer. Broadcast accounted for 22.6% and cable 26.1%.

Disney+ also received a monthly bump of 5.2% up from August as the Mouse House notched a platform-best 2.5% share of overall TV viewership in September. Per Nielsen, Disney+ benefited from making Hulu content available on the platform for package subscribers. Also, the children’s show “Bluey” had a massive month with 4.2 billion minutes viewed.

Netflix retained its 7.9% share of TV and boasts September’s best-performing streaming title with the Nicole Kidman-led original series “The Perfect Couple,” which bagged 5.5 million minutes viewed.

Fast-growing platforms like Disney+, Peacock and Tubi are largely responsible for streaming’s year-over-year growth. The Roku Channel saw the largest year-over-year growth, as viewership on the FAST platform is up 42% from last September.

On the broadcast side, the NFL accounted for 14 out of the top 15 telecasts in September. Broadcast sports viewing got a 9% boost from August, even on the heels of a 44% monthly increase due to the Olympics.

Broadcast viewing grew by 0.6% from August also thanks to an 11% uptick in scripted drama viewing. The slight lift in the category is also in part due to ABC’s simulcast of the debate between Kamala Harris and Donald Trump, which attracted 67.1 million viewers, more than 45 million of whom tuned into the nine airing broadcast networks.

Cable viewing in September dipped by 0.2% from August, coming off of a month filled with Olympics coverage and the four-day Democratic National Convention. The presidential debate helped offset the decline in sports, with almost 22 million viewers watching the Harris-Trump showdown on cable networks (Fox News accounted for 9 million of those). ESPN scored the top cable telecast in September, however, as more than 13 million viewers watched the NFL “Monday Night Football” matchup between the Atlanta Falcons and the Philadelphia Eagles.

The September 2024 Nielsen data was measured across five weeks, from Aug. 26 to Sept. 29.