TV Streaming Usage Hits All-Time High

Streaming accounted for 37.7% of TV usage in June – its highest percentage ever, according to new TV streaming research from Nielsen. Cable content viewing made up less than a third (30.6%) of TV usage, while broadcast content viewing made up 20.8%.

Broadcast viewing was down 5.6% year-over-year and cable viewing was down 11.6% over the same period.

For the first time since January, overall TV usage in June was up on a monthly basis, an increase of 2.2% compared to May, an uptick that was mainly attributed to the increased availability of younger viewers – with TV usage among the 2-11 and 12-17 age groups growing 16.3% and 24.1%, respectively, compared with May. Non-traditional TV options (i.e., streaming, video gaming) accounted for 90% of the increases for both of those groups.

Time spent streaming via television grew 5.8% in June versus May, with viewers from the 2-17 age group accounting for more than half of the growth.

TV Streaming Usage

The strong keep getting stronger when it comes to streaming services, Nielsen found.

Dominant players YouTube and Netflix each had their largest share to date, representing 8.2% and 8.8% of the streaming market, respectively.

Hulu was a distant third, with a 3.5% share, followed closely by Prime Video at 3.2%. Disney+ had a 2% market share.

Other highlights from the Nielsen TV streaming usage research:

· The most-watched streaming program for June was the action-drama series S.W.A.T., which streams on Hulu, Netflix and Paramount+, with nearly 5 billion minutes viewed across the three platforms.

· Tubi TV usage increased 12.1% and brought its share to 1.4% of TV

· Disney+ benefited from the growth in younger audiences, with usage growing 11.9%.


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