Streaming Tops Cable TV Viewing for the First Time (Nielsen)

For the first time in the U.S., people are watching more television on streaming services than on either broadcast or cable.

According to just-released data from Nielsen, streaming platforms surpassed cable networks in U.S. TV viewing for the month of July 2022.

Streaming in American TV households represented a record 34.8% of total consumption, with cable at 34.4% and broadcast at 21.6%. Streaming has surpassed broadcast in the past, but this is the first time it also surpassed cable viewing.

Nielsen's data includes programming viewed on TVs and internet-connected TVs, not mobile or web streaming.

In terms of individual streaming platforms, Netflix was in the lead with 8% of TV viewing, thanks to titles like Stranger Things Season 4, which accounted for 18 billion minutes viewed. Hulu made up 3.6% of July's TV viewing, while Amazon was at 3%.

Total streaming usage in July increased by 3.2% from June, while cable viewing dropped by 2%. Broadcast TV viewing, which usually decreases in the summer until fall shows return, fell by 3.7%.

Deena ElGenaidi's writing has been featured in Nylon, MTV News, Insider, The AV Club, and more. You can follow her on Twitter @deenaelg.