Americans have been shifting their television viewing habits away from linear cable and over-the-air in favor of streaming TV options. But in June, streaming reached new heights according to Nielsen.
In the latest report from The Gauge, streaming accounted for 40.3% of all television viewing, topping cable (27.2%), broadcast television (20.5%), and other (12%).
YouTube accounted for the most streaming TV viewing, with 9.9% of total day watching. Netflix (8.4%) Amazon Prime Video (3.1%), Hulu (3.0%) and Disney+ (2.0%) and Tubi (2.0%) rounded out the top five streaming platforms according to the study.
According to The Gauge, the drop in viewership for linear TV was not unexpected as television viewership tends to lag in summer months.
However, the broadcast television category dropped 1.8 share points, while cable dropped by 1 point. The upcoming Summer Olympics in Paris could be a chance for the two TV options to bounce back, as Nielsen notes the worldwide events “have historically drawn sizable audiences across both broadcast and cable networks.”
