The NFL playoff game between the Kansas City Chiefs and Miami Dolphins on Peacock made history as the first exclusive streaming playoff game, attracting close to 23 million viewers and accounting for 3.9 billion minutes of watch time. This event marked the biggest day on streaming platforms measured by Nielsen, with January boasting a 3.7 percent uptick in TV use compared to December.

Driven by colder weather and popular events like the NFL playoffs, streaming platforms surged to 36 percent of all TV use, with YouTube at 8.5 percent and Netflix at 7.9 percent leading the individual streaming platforms. The NFL game propelled Peacock to its largest share of viewing for the month, with Netflix's "Fool Me Once" and Prime Video's "Reacher" also garnering significant viewing minutes in January.

On the broadcast side, sports accounted for 28 percent of all viewing, and the return of scripted series post-strikes resulted in a 20 percent increase in broadcast drama viewing from December. Despite these gains, overall broadcast viewing was down by 20 percent compared to January 2023 due to a lack of original programming.

Nielsen's Gauge rankings for January 2024 revealed streaming at 36 percent, cable TV at 27.9 percent, broadcast at 24.2 percent, and other TV usage at 11.8 percent. As viewers continue to shift towards streaming platforms, the NFL playoff game stands out as a key driver of the record-breaking numbers seen in TV consumption for the month.