Type keyword(s) to search


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

In July, streaming TV surpassed cable and broadcast viewing in the U.S.
  • Millie Bobby Brown in Stranger Things Season 4. (Photo: Netflix)
    Millie Bobby Brown in Stranger Things Season 4. (Photo: Netflix)

    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.

    TOPICS: Nielsen, Stranger Things, Ratings, Streaming TV