LOS ANGELES, Aug 22 — Will the practice of watching traditional TV go the way of the dinosaur? And according to a Nielsen study, Americans increasingly prefer to watch their programs via streaming.
A new record has been set. Streaming services continue to gain momentum in the US, according to the latest Nielsen report, with 38.7 per cent usage in July. The highest share ever recorded, according to Variety.
While overall TV usage rose by 0.2 per cent last month, broadcast and cable TV were the least consumed, falling below 50 per cent — a first in the US. The report estimated cable TV consumption at 29.6 per cent and broadcast TV at 20 per cent, compared with 30.6 per cent and 20.8 per cent in June.
Among streaming services, YouTube takes the lead with 9.2 per cent, followed by Netflix (8.5 per cent), Hulu (3.6 per cent), Prime Video (3.4 per cent), Disney+ (2 per cent), HBO Max and Tubi (1.4 per cent), Peacock and Roku Channel (1.1 per cent), Paramount+ (1 per cent) and finally Pluto (0.9 per cent).
Viewers under 18 also watched more TV, with an increase of 4 per cent in this category compared to a 0.3 per cent drop for viewers over 18.
Among the most-watched programs was the TV show Suits streaming on Netflix and Peacock, as well as Bluey on Disney+ with 23 billion minutes viewed combined. The series starring Meghan Markle, Suits, meanwhile, generated almost 18 billion viewed minutes.
Despite the women’s football Fifa World Cup kicking off in July, it was the drama programs that attracted the most viewers, taking 25.7 per cent of the audience. — ETX Studio
