July was another strong month for streaming, according to the latest edition of The measuring device– Nielsen’s monthly breakdown of U.S. television trends – released August 20.
YouTube has set a new record and is the first streamer to The measuring device exceed 10% of total TV usage. The platform was already floating nearby This double-digit milestone in the past Measuring device reports, reach 9.9% in June.
Overall, streaming accounted for 41.4% of all TV viewing this month – the “strongest performance of any single usage category ever,” according to Nielsen. Cable (26.7%) came in second, not seeing much change from June, while broadcast TV (20.3%) saw a slight increase, likely helped by the Olympics later in the month.
When it comes to the most successful streaming shows, Bluish (pictured: Disney+) proved to be the most popular kids’ title, generating 4.3 billion viewing minutes in July. The Mouse House’s flagship streamer saw a 9.2% increase in usage and achieved the platform’s best market share at 2.1%. And Peacock saw the biggest monthly increase in usage of any streamer in July (33%) – largely due to its Olympics programming – followed by Prime Video (12% increase) and The Roku Channel (10% increase).
Total television usage increased by 3.5 percent in July compared to the same period last year and by 2.3 percent compared to June.
