Nielsen Has Reported That Linear TV Usage Has Dropped Below 50% For The First Time In The US

TV & Film

Aug 18

Suits promo photo — Image Source: Netflix

Linear television programming, such as cable and broadcast feeds, took a nosedive last month for the first time dropping below 50% in viewership versus streaming services such as Netflix, Hulu, and Prime Video. Nielsen reports in July, cable’s market share dropped beneath 30%, whereas YouTube and Netflix accounted for 38.7% of total US usage.

The top streaming services in the marketplace were YouTube (this does not include YouTube TV) at 9.2%, Netflix at 8.5%, and Hulu at 3.6% followed by Amazon Prime Video at 3.4%. Cable’s share was beneath 30% for the first time. Broadcast programming dived by 3.6%.

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Nielsen chart — Image Source: GoogleChromeCast.com

The two top streamed titles in July were Suits which stars Patrick J. Adams, Gabriel Macht, and Meghan Markle, which streams on Netflix and Peacock, and the children’s program Bluey which is on Disney+. The total amount of minutes streamed between the two programs was 23 billion. For context, Stranger Things on Netflix reached 18 billion viewed minutes in July 2022 after the fourth release was released.

On broadcast television, the top program was ABC World News Tonight and the MLB All-Star Game, which aired on Fox. On cable, ESPN’s Home Run Derby and College World Series with When Calls the Heart, a Hallmark movie, coming in third.

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