Big streaming services represented a record 34.8% share of total television consumption in the U.S. last month.
It has finally happened, leading streaming services drew more viewers the cable TV for the first time in July, according to Nielsen. The milestone has been anticipated by media analysts for years, consumer have been cutting cable TV and moving to pay or free streaming services like Youtube TV, Peacock TV, Hulu, and others.
Streaming represented a record-breaking 34.8% share of total television consumption in the U.S., Cable (34.4%) and broadcast (21.6%) according to Nielsen. Streaming apps have overtaken broadcast, and July's numbers are the first time streaming viewership has also exceeded cable viewing.
190.9 billion minutes of streamed content is viewed by American audiences in a week in July. Nielsen's research showed the average 169.9 billion minutes during the early pandemic lockdown period in April 2020. The report also comes at an inflection point for the streaming market, starting to show some signs that the days of seemingly limitless growth are nearing an end. Netflix nonetheless made up the biggest share of viewing for a streaming platform, even though they had lost nearly 1 million subscribers in the second quarter of 2022. Other leading distributors each notched record-high shares in July.
So what plans do the rest of cable users mean, will they switch soon or wait?
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