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Streaming Accounted For 37.7% Of TV Usage In June 2023

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Streaming accounted for 37.7% of overall TV usage in the U.S. in the month of June. According to Nielsen, this not only marked an increase on the month before, but also a record high share total in general for the format.

In terms of the monthly change, the latest data shows that overall TV usage increased 2.2% when compared to the month before. In particular, Nielsen explains how younger viewers helped with the increase, with TV usage among the 2-11 and 12-17 age groups increasing 16.3% and 24.1%, respectively.

Overall, Streaming accounted for 37.7% of time spent watching TV in the US in June and this compared to 30.6% for Cable (down from 31.1% in May), and 20.8% for Broadcast (down from 22.8%). According to Nielsen, Streaming’s 37.7% “represented the largest share of television to be reported in The Gauge since July 2021.”

While good news for streaming, it still has some way to go before it claims the overall highest total. Nielsen says that, with 40.1% reported in June 2021, Cable still holds the record for the largest share of TV reported as part of its The Gauge reports.

In terms of the individual streaming services, the biggest change in June was the addition of Paramount Plus. While Paramount Plus had yet to figure in Nielsen’s The Gauge rankings, the streaming service managed to generate a market share of 1% last month. This put Paramount Plus on par with The Roku Channel (1%) and just ahead of Pluto TV (0.9%).

YouTube (excluding YouTube TV) remained at the top with 8.8% (up from 8.5%). Making up the rest of the top five individual services was Netflix with 8.2% (up from 7.9%), Hulu with 3.5% (down from 3.7%), and Prime Video with 3.2% (up from 3.1%).

Elsewhere, Disney Plus generated a 2% market share in June (up from 1.7%), Max increased to 1.4% (up from 1.2%), Tubi increased to 1.4% (up from 1.3%), and Peacock increased to 1.2% (up from 1.1%).

John Finn
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