Streaming Accounted For 38.7% Of Total TV Usage In July 2023 (Record High)

This post may contain affiliate links and we may earn a commission. Learn more

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.

John Finn

By John Finn

John started Streaming Better to help consumers navigate the live TV streaming and subscription service landscape. John has been editing and writing about technology and streaming for online publications since 2014, and believes the best streaming approach is to rotate between services as needed.

John's preferred live TV streaming service right now is YouTube TV although he does tend to switch live TV services multiple times each year to keep up to date with their changes. Outside of live TV, John also actively streams HBO Max (for the shows), Peacock (for Premier League), and Paramount Plus (for Champion's League). However, John is also currently subscribed to Apple TV+, Discovery+, Hulu, Starz, Showtime, and Shudder.

Contact John via email at or say hi on Twitter

Leave a Reply

Streaming can be frustrating but please be respectful and avoid personal information. All comments are moderated according to our comment policy.