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Nielsen: Streaming Video Viewership Tops Cable TV for the First Time

New data from Nielsen found that in July for the first time more Americans streamed video (34.8%) across household televisions than watched cable TV (34.4%). Another 21.6% watched legacy broadcast television. The media measurement’s U.S. National TV panel comprises 42,000 households, covering 101,000 directly measured viewers.

The streaming market was again led by SVOD pioneering behemoth Netflix, which generated 8% market share, followed by YouTube (7.3%), Hulu (3.6%), Amazon Prime Video (3%), Disney+ (1.8%) and HBO Max (1%).

Hulu saw a 0.3% increase in viewership from June while Disney+ saw a 0.2% drop. Netflix saw a 0.3% rise, while YouTube use increased 0.4% and Prime Video spiked 1%. Overall, July streaming use increased 3.2% from June.

Notably, Netflix’s viewership increase came despite the platform losing 1.3 million net subscribers in North America in the most-recent fiscal quarter, ended June 30. By comparison, Disney added 6.6 million North American subs, while Hulu added 3.1 million. Warner Bros. Discovery 1.9 million subs when combining HBO, HBO Max and Discovery+.

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