Streaming accounted for 38.7% of total TV usage in July 2023. According to the latest monthly snapshot of total broadcast, cable and streaming consumption data, this marked a record high for the Streaming category.
While Streaming saw a record high last month, linear TV viewership hit a new record as well, albeit in the other direction. According to Nielsen’s The Gauge report, linear TV viewership fell below 50% for the first time.
Streaming via a television increased 2.9% when compared to the month before, resulting in the Streaming category gaining a full point to finish with 38.7% of total TV usage. On a year-over-year basis, Streaming was credited with growing 25.3% and gaining 7.3 share points.
In contrast, Cable accounted for 29.6% In July (down from 30.6% in June), while Broadcast accounted for 20% (down from 20.8% in June), resulting in a total of 49.6% for linear television in July 2023. On a year-over-year basis, Cable is reported to be down 12.5% (-4.8 pts.) white Broadcast was down 5.4% (-1.5 pts.).
At the individual streaming service level, YouTube (excluding YouTube TV) remained top with 9.2% (up from 8.8%). YouTube was followed by Netflix with 8.5% (up from 8.2%), Hulu with 3.6% (up from 3.5%), and Prime Video with 3.4% (up from 3.2%).
Disney Plus (2%), Max (1.4%), Tubi (1.4%), Paramount Plus (1%), and Pluto TV (0.9%), all saw no change from June. Peacock, on the other hand, decreased to 1.1% (down from 1.2%), while The Roku Channel increased to 1.1% (up from 1%).
At the steaming content level, Nielsen reports Suits (Netflix, Peacock) and Bluey (Disney+) as July’s most-watched streaming programs. While the two combined to generate a total of 23 billion viewing minutes, Suits accounted for nearly 18 billion on its own.
