Streaming Jumped 24% In June To Capture One-Third Of Overall TV Viewing, Nielsen Says; Broadcast And Cable Sank To Record Low Share
21.07.2022 - 20:49
/ deadline.com
Streaming made up more than one-third of total TV viewing in June, according to Nielsen’s latest monthly snapshot, The Gauge.
Accounting for almost 34% of overall viewership, streaming upped its share by six percentage points over the same month in 2021. Cable TV, meanwhile, slumped by five percentage points year-over-year. Even though summer months traditionally see lighter viewing of broadcast and cable television, Nielsen noted that broadcast’s slice of the pie (22.4%) and cable’s (35.1%) represented the smallest shares they have ever recorded.
Total time spent watching TV in June went up by 2% from May, while time spent streaming jumped 23.5% on a year-over-year basis. A number of major streaming services of achieved record shares of viewing during the month. (Netflix got ahead of Nielsen’s numbers by revealing its 7.7% share during the company’s second-quarter earnings.) Prime Video, Disney+ and YouTube also hit all-time highs.
Compared to June 2021, Nielsen said, Prime Video rose +31.9%, Disney+ was up 22% and Netflix gained 18.1%.
New Netflix programming like Stranger Things Season 4, The Lincoln Lawyer and Adam Sandler movie Hustle helped the subscription service register a 16.3% year-over-year increase in minutes viewed.
The end of the traditional broadcast TV season in May led to a 6.7% drop in time spent watching broadcast in June on a month-to-month basis. Broadcast continues to shrink overall, falling 3.9% compared with June 2021.
Brian Fuhrer, SVP of product strategy and thought leadership at Nielsen, described the monthly performance by streaming services as an “extraordinary breakout” in a video accompanying Nielsen’s blog post about the June trends. Viewers, he said, are “disproportionately using