Streaming is continuing to break records this year. After already hitting an all-time high in June, the category broke the record again in July 2024.
In July, Streaming managed to hit 41.4%, up from 40% in June 2024, and up from 38.8% in May, according to the latest figures from Nielsen. In contrast, Cable declined again, down from 27.2% in June to 26.7% in July, and Broadcast declined from 20.5% in June to 20.3% in July 2024.
July wasn’t only a good month for streaming in general, but also for YouTube in particular. After hitting a personal best of 9.9% TV share in June, YouTube accounted for 10.4% in July. According to Nielsen, this marks the first time that a streaming platform has broken the 10% total TV viewing barrier.
In terms of the other streaming services, Netflix remained at 8.4%, Prime Video increased to 3.4 % (up from 3.1%), Hulu dropped to 2.7% (down from 3%), Disney+ increased to 2.1% (up from 2%), Peacock increased to 1.5% (up from 1.2%), Max remained at 1.4%, and Paramount+ remained at 1.1%.
Peacock is the most notably change here, rising from 1.2% to 1.5% in a single month. This, of course, was the result of the 2024 Paris Olympics. According to Nielsen, the Olympics helped Peacock reach “its second best share of TV ever.” Considering how late in July the Olympics started, we should probably expect to see another Peacock increase in August.
Continuing to lead the free streaming services is Tubi. After hitting 2% for the first time in June, Tubi’s total TV usage share increased to 2.1% in July, matching Disney+. Elsewhere, The Roku Channel climbed to 1.6% (up from 1.5%) and Pluto TV decreased to 0.7% (down from 0.8%).
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