Tubular Data: Streaming/Broadcast Audience Overlap Still Relatively Small

As more streaming shows are airing on broadcast TV (and cable), it's natural to wonder how many of those traditional TV viewers are actually tuning in for the first time. It ends up being quite a few, according to new data Tubular Labs shared exclusively with Deadline this week.

• Just 12% of ABC YouTube viewers also watched Hulu YouTube content over the last six months, which helps inform why parent company Disney is airing streaming breakout Only Murders In the Building on broadcast.
• ABC/Disney+ overlap is even lower at just 9%, while CBS/Paramount+ audience overlap on YouTube is 17%.
• Interestingly, NBC/Peacock overlap was much higher, at 45%, perhaps indicating more content overlap – and a perceived interchangeability (from consumers) between the two NBCU entities.

(check out the full Deadline piece for more)