Streaming captures its Largest Share of TV Viewing to Date
August 26, 2022 - Nielsen revealed that streaming usage surpassed cable in July to claim the largest share of television viewing for the first time, according to The Gauge, Nielsen's monthly total TV and streaming snapshot. Streaming represented a record 34.8% share of total television use, while cable and broadcast came in at 34.4% and 21.6%, respectively. Streaming consumption has exceeded that of broadcast before, but this is the first time it has also topped cable viewing. Total time spent watching TV in July closely resembled that of both June 2022 and July 2021, but despite these similarities, the change in the distribution of viewing formats on a year-over-year basis further demonstrates how viewing behaviors continue to shift. As the biggest mover this month, streaming usage increased +3.2% compared to June and gained +1.1 share points. Time spent streaming in July averaged nearly 191 billion minutes per week, and each of the five measurement weeks in July 2022 now account ...