Streaming Services Overtaken cable TV in United States – Last month, more people watched streaming services like Netflix or Disney+ than cable or fibre TV, according to a Nielsen report.
In July 2022, streaming platforms, dominated by Netflix, overtook cable networks for the first time to claim the largest share of U.S. TV viewership for the month, according to new data from Nielsen. It was only a matter of time before that milestone was reached. As the use of streaming has been steadily growing while traditional television has been declining for several years now.
Nielsen’s survey shows streaming services accounted for 34.8% of U.S. usage in July. Followed by fiber TV (34.4%), cable TV (21.6% ) and other uses of television (9.2%). Compared to the same period last year, streaming increased by 22.6%. Viewers spent an average of 190.9 billion minutes per week on SVOD services (SVOD is similar to traditional TV packages, allowing users to consume as much content as they desire at a flat rate per month. Major services include Sky (plus its subsidiary Now TV), Netflix, Amazon Prime Video and Hulu, with new services coming from the likes of Apple, HBO and Disney).
Netflix, Disney+: streaming platforms are more popular than TV for the first time in the US
Despite losing subscribers at the start of the year, Netflix maintained its lead among other streaming platforms in July, with a total of 7.7% of views. This partial success is primarily due to the release of Stranger Things‘ long-awaited fourth season, which received 18 billion minutes of viewing during this month. This season was divided into two parts over a period of more than two months. To maximize subscription success, and Netflix clearly calculated its move well.
The broadcaster has had other strong showings with new movies on Netflix. Like The Gray Man and the latest season of Better Call Saul. YouTube, Hulu and Amazon Prime also set records, totaling 7.3%, 3.6% and 3% of the streaming audience respectively last month.
It is important to note that Nielsen only tracks viewing data on televisions. Data does not include viewers consuming content through portable devices such as smartphones, tablets or computers. Taking them into account, one would likely find that streaming services account for the overwhelming majority of the time audiences spend on entertainment.