Streaming viewership pips cable TV for first time in US: Nielsen report

Streaming viewership has exceeded cable usage for the first time in the US, amid the slowdown of new content on traditional television and reduced sports programming, a new report has shown.

According to Nielsen, streaming represented a 34.8 per cent share of total TV viewing in the US in July — an increase of 22.6 per cent compared to July 2021.

Cable consumption was a little behind at 34.4 per cent, an 8.9 per cent drop from the year prior and a 2 per cent decline compared to June.

“Streaming claimed the largest share of TV viewing in July — a first after four consecutive months of hitting new viewership highs.