Cable television is the past. As you guess, streaming TV is what people prefer now. The recent data from Nielsen tells that streaming viewership has exceeded cable usage for the first time in the US. It’s even visible by a naked eye. We mean there are less new content and sports programming on traditional television.
In the US, in July, 34.8% of total TV viewing belonged to streaming TV. That’s an increase of 22.6% compared to July 2021. At the same time, television counted for 34.4%, a drop of 8.9% year-on-year and 2% month-to-month. About 34.8% of viewing time went to shows on internet services.
“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.
Generally, streaming TV grew 3.2% from June. In July, the major streaming services such as Prime Video, Hulu, Netflix, and YouTube reached new heights again.
For instance, Netflix grew by 8%. The most noteworthy numbers refer to ‘Stranger Things’ of nearly 18 billion minutes watched and to ‘Virgin River’ and ‘The Umbrella Academy’ of nearly 11 billion minutes of combined viewing.
As for our favorites, ‘The Gray Man’ and ‘The Sea Beast’ contributed over 5 billion minutes of combined viewing.
Amazon Prime Video got 3% of the share due to the new series such as ‘The Terminal List’ and new episodes of ‘The Boys’. In combination, they gained 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.