08/15/2023

Nielsen Reports Linear TV Viewing Drops Below 50 Percent of U.S. Television Usage for First Time

Streaming has hit a record high

In July 2023, broadcast and cable TV dropped to a new low in terms of total share among American viewers — dropping below 50 percent of total TV usage in the United States for the first time, according to Nielsen.

Meanwhile, streaming services like YouTube and Netflix accounted for a record 38.7 percent of total U.S. TV usage, the category's largest share reported in Nielsen's The Gauge monthly report to date. Overall TV usage increased 0.2 percent during the month (and usage among audiences under 18 was up 4 percent).

In July, cable's share fell below 30 percent for the first time, losing a full share point to stand at 29.6 percent. Broadcast usage fell 3.6 percent, down 0.8 points. On a year-over-year basis, broadcast viewing was down 5.4 percent (-1.5 points), and cable viewing was down 12.5 percent (-4.8 points).

Please select this link to read the complete article from Variety.