In a first for linear TV viewing, cable and broadcast usage fell below 50% in terms of total share among U.S. viewers, according to Nielsen’s July 2023 report. Cable viewing dropped below 30% for the first time at 29.6%, down 12.5% year-over-year. Broadcast usage decreased to 20%, down 5.4% YoY.
Streaming services, on the other hand, accounted for 38.7% of total U.S. TV usage– a new record-high for the category. Streaming usage has sky-rocketed 25.3% in the past year.
Moreover, there are three streaming platforms in particular that accomplished notable shares of TV usage in July. YouTube and Netflix were top contributors to the rise in streaming viewership, with shares climbing to 9.2% and 8.5%, respectively. Also, Prime Video recorded a personal best in terms of share; viewing was 3.4%, up 5% compared to June.
...
