Streaming viewing in July surpassed both cable and broadcast -- in terms of share of total day viewing -- with a leading 34.8% share for the first time since the launch of Nielsen's “The Gauge” over a year ago.
For total day viewing for persons two years of age and older, cable is now in second place with a 34.4% share, while broadcast has a 21.6% share.
Compared to a year ago, streaming is now 22.6% higher than in July 2021 when it had a 28.3% share -- while cable is down 8.9% for the same period (a 37.7% share in July 2021), and broadcast lost 9.8% (from 23.8% a share).
Nielsen notes that the month of July, as part of the summer TV season, experiences the usual dips with legacy TV platforms. For this period, broadcast was down 3.7% versus the previous month of June, while cable lost 2%. In particular, broadcast sports, with the NBA and NHL playoffs in June, dropped 41% in July, while total streaming was up 3.2% compared to June.
On a month-to-month basis -- versus June 2022, Netflix had stronger results, partly driven by the 18 billion viewing minutes of a new season of "Stranger Things." Netflix is now at a 8.0% share, up 7.7% in June.
YouTube came in at 7.3% (from 6.9% in June), followed by Hulu, now at 3.6% (3.3%); Amazon Prime Video, 3.0% (2.9%); Disney+, 1.8% (2.0%) and HBO Max, 1.0% (1%).
A year ago, broadcast was at 23.8% share, with cable at 37.7% -- showing declines of 9.8% and 8.9%, respectively.
Streaming is up 22.6% from its 28.3% share a year ago.
Nielsen launched The Gauge in May 2021.