According to Nielsen, streaming represented a 34.8% share of total TV viewing in the US in July — an increase of 22.6% compared to July 2021.
Cable consumption was a little behind at 34.4%, an 8.9% drop from the year prior and a 2% decline compared to June.
“Streaming claimed the largest share of TV viewing in July — a first after four consecutive months of hitting new viewership highs. Streaming viewership in a given month has exceeded broadcast viewing before, but this is the first time it has also surpassed cable viewing,” the data measurement firm said in a statement late Thursday.
Overall, streaming usage grew 3.2% from June. In July, Prime Video, Hulu, Netflix and YouTube reached new heights again.
Netflix gained an 8% share, boosted by the nearly 18 billion minutes of ‘Stranger Things’ that viewers watched, complemented by the almost 11 billion minutes of combined viewing of ‘Virgin River’ and ‘The Umbrella Academy’.
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Movies ‘The Gray Man‘ and ‘The Sea Beast’ contributed over 5 billion minutes.
Amazon’s Prime Video’s 3% share was driven by the new series ‘The Terminal List’ and new episodes of ‘The Boys’, which netted over 8 billion viewing minutes.
“In addition to claiming the largest viewership share during the month, audiences watched an average of 190.9 billion minutes of streamed content per week — easily surpassing the 169.9 billion minutes that audiences watched during the pandemic lockdown period back in April 2020,” the report mentioned.
