Linear TV viewing sinks below 50% as streaming soars to new heights

In a first for linear TV viewing, cable and broadcast usage fell below 50% in terms of total share among U.S. viewers, according to Nielsen’s July 2023 report. Cable viewing dropped below 30% for the first time at 29.6%, down 12.5% year-over-year. Broadcast usage decreased to 20%, down 5.4% YoY.
Streaming services, on the other hand, accounted for 38.7% of total U.S. TV usage– a new record-high for the category. Streaming usage has sky-rocketed 25.3% in the past year.
Moreover, there are three streaming platforms in particular that accomplished notable shares of TV usage in July. YouTube

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