Streaming is now the most popular method of media consumption ever, according to a new data report from Nielsen, boosted in part by coverage of the Olympics and the rising popularity of users watching content on YouTube.
According to The Gauge, Nielsen’s TV viewing trend snapshot, streaming accounted for 41.4% of TV viewing in July, more than 5% higher than in June. This led to streaming growing its share of TV by more than a point, shattering the previous record it set the month before. This follows the June report, which also said streaming had its best month ever that month.
The report suggested that the beginning of the Summer Olympics last month had a lot to do with these numbers, as total TV usage was up 2.3% compared to June and up 3.5% when compared to July 2023. Broadcast viewing also ticked up slightly to 20.3% month-over-month and was up 5% year-over-year.
Peacock, the streaming subsidiary of NBC, offered broad coverage of the Games, which Nielsen says vaulted the streamer to 1.5% of all TV usage in the report, it’s second-best share of TV ever, reflecting a 33% monthly usage increase.
The Olympics notwithstanding, other streamers also recorded double-digit monthly increases: Amazon Prime Video (12%) and the Roku Channel (10%).
Lightapalooza took place in late February, and the growth of the event has mirrored the rapid ascension lighting fixtures and controls.
According to Nielsen in the report, July is typically the best month for streaming, but each week of this July’s interval led to the top four most streamed weeks ever reported by the media research firm. The month now holds four of the top 10 most streamed days on record. A week in July was also the first time when 10 titles exceeded 1 billion viewing minutes, the firm says.
YouTube is becoming so popular that, according to Nielsen, it became the first streaming platform ever to exceed 10% of total TV usage in July, shooting up 7% against June and accounting for 10.4% of TV usage (a statistic that seems to correlate with findings that a more households are opting for ad-supported streaming options). For comparison, the unquestioned streaming leader Netflix had only a 8.4% share of total TV viewing.
Cable was even month to month, and the Republican National Convention and news coverage of the assassination attempt on former President Trump likely helped.
For top streaming programs, Max’s Game of Thrones side project House of the Dragon took the lead spot, following by Bluey on Disney+ and Prime Video’s The Boys.
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