Americans now watch more stuff on TV from streaming services than either broadcast or cable TV.
. It was only a matter of time before the milestone was reached, as streaming usage has continued to climb while traditional TV declines amid the steady drip-drip-drip of cord-cutting losses.
Netflix again held the largest share of overall TV viewing among streaming platforms with 8.0% — a record high for the service. That was driven by nearly 18 billion viewing minutes of “Stranger Things 4” alone for July along with almost 11 billion minutes of combined viewing of “Virgin River” and “The Umbrella Academy.” In addition, Netflix original movies “The Sea Beast” and “The Gray Man,” starring Ryan Gosling, Ana de Armas and Chris Evans, contributed over 5 billion minutes, per Nielsen.
Overall, streaming usage in July increased 3.2% compared with June and gained 1.1 share points. Time spent streaming in July averaged nearly 191 billion minutes per week, and each of the five measurement weeks in July 2022 now account for five of the six highest-volume streaming weeks on record, according to Nielsen.
Cable viewing in July declined 2% and dropped -0.7 share points compared with June, and year-over-year, cable usage was down -8.9% and -3.3 share points. Sports viewing posted the biggest decline for the cable TV category, dropping -15.4% from June and -34% from a year ago when the rescheduled 2020 Tokyo Summer Olympics began.
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