Streaming TV viewership tops cable in Nielsen measurement

Streaming TV viewership topped cable for the primary time in July, in response to measurement agency Nielsen, marking a symbolic milestone within the leisure business’s migration from conventional pay-television bundles to direct-to-consumer companies.

Streaming notched a report 34.8% of complete tv consumption final month, whereas cable accounted for 34.4%, Nielsen mentioned. Broadcast tv took up 21.6% of viewing. Although streaming has surpassed that of broadcast earlier than in Nielsen’s tallies, that is the primary time it has additionally beat cable viewing, the corporate mentioned Thursday.

The rise in streaming’s share of the leisure market is one other signal of fixing client habits. This comes at the same time as subscriber progress has began to plateau for digital video companies within the U.S., inflicting complications for media and leisure corporations attempting to remodel their companies.

Streaming viewership rose 3.2% from June and averaged about 191 billion minutes every week, Nielsen mentioned. Among the many streaming companies, Netflix took up the most important chunk of TV viewing at 8%, thanks largely to the blockbuster fourth season of “Stranger Things.” Complete streaming was up 23% from the identical month final yr.

Nielsen’s month-to-month snapshot, which the corporate calls “The Gauge,” contains viewing on tv screens, however not cell gadgets and laptops, the place a lot streaming viewership takes place.

Nielsen’s “The Gauge” chart, which exhibits the share of TV viewing taken up by streaming, cable and broadcast tv.


However streaming’s victory in July wasn’t simply because folks have been watching extra Netflix, Prime Video, Hulu and YouTube. It additionally took place due to viewers watching much less cable TV.

Cable viewing fell 2% from June and declined 9% from a yr in the past. Sports activities viewing dropped considerably, as there was little for followers to observe in July aside from baseball. Sports activities programming was down 15.4% from June.

So cable might reclaim the mantle in subsequent months as main sports activities leagues such because the NFL and NBA return to TV for his or her common seasons.

Broadcast TV can also be within the midst of its typical summer time lull as the large networks gear up for the autumn season.

Nonetheless, Nielsen’s newest information, plus an acceleration in twine reducing, bolster the notion that audiences are more and more gravitating towards streaming and away from linear channels. Streaming viewership has usually set data on the Gauge since Nielsen launched it in Could 2021.