In June, American television viewers spent more than a third of their time on streaming services, a record high.
According to Nielsen’s monthly platform rankings, streaming accounted for 33.7 percent of watching time in June, up from 31.9 percent in May and the highest figure since the measurement company began publishing its monthly “Gauge” report in May 2021.
Since March, when it reached a high of 29.7 percent, streaming’s percentage of TV consumption has gradually increased. Stranger Things on Netflix and Obi-Wan Kenobi on Disney+ also contributed to the growth.
On the other hand, audience time for broadcast and cable fell to their lowest levels ever since the monthly rankings started. In June, 22.4 percent of TV viewing was on broadcast networks, compared to 35.1 percent on cable. In the 13 months of Gauge reporting, their prior lows for broadcast were 23.4 percent in June 2021 and for cable were 35.4 percent in February 2022.
When compared to a year earlier, broadcast and cable both saw a decline in overall viewing time. In comparison to June 2021, broadcast outlets declined by slightly under 4%, while cable plummeted by about 12% annually.
Netflix led all streaming services in terms of viewership with 7.7 percent, an increase from 6.9 percent in May. Disney+ (up 2%) and Amazon’s Prime Video (up 2.9%) all saw increases in market share.