Traditional TV viewership dropped below 50% for the first time in July 2023 as streaming hit an all-time high.
As reported by The Hollywood Reporter, TV measurement company Nielsen revealed that broadcast networks scored just 20% of overall viewership while Cable scored 29.6%, meaning linear TV came in at 49.6% overall.
Streaming didn’t overtake traditional TV but did claim a new all-time high of 38.7% of all TV usage, with the likes of video games and physical media taking up the final 11.6% in the “other use” category. Streaming — which incorporates the likes of Netflix, Disney+, Prime Video, and so on — is on the rise, of course, having broken its own record every month since May.
YouTube leads the way at 9.2% of overall usage, followed by Netflix at 8.5%, Hulu at 3.6%, Prime Video at 3.4%, and Disney+ at 2%. These are followed by Max, Tubi, Peacock, Roku Channel, Paramount+, and Pluto TV.
Traditional TV is naturally falling away against streaming’s rise. July marks a new low for both the broadcast networks and Cable categories since Nielsen began tracking figures in June 2021. That opening month saw traditional TV at 63.6% of overall usage, compared to the 49.6% it’s at now.
Ryan Dinsdale is an IGN freelance reporter. He’ll talk about The Witcher all day.