US streaming tops cable viewing for the first time

For the first time, streaming viewership surpassed cable and broadcast to capture the largest share of TV viewing in July 2022, according to the latest Nielsen report.

The data revealed streaming among American TV households accounted for a record 34.8% share of total consumption – an increase of 22.6% compared to July 2021 – ahead of cable TV (34.4%) and broadcast TV (21.6%). While streaming usage has surpassed broadcast before, this is the first time it has also exceeded cable.

Amid monthly viewing gains at major streaming services such as Netflix, YouTube, Hulu and Amazon, Nielsen attributed the milestone to the availability of original content that can’t be found on cable or broadcast television.

Commenting on the findings, Russell Foy, CEO of Fast Channels TV, said, “Streaming has made tremendous strides in the past decade, offering a new way for consumers to access an assortment of content, so it was only a matter of time before streaming viewership reached a new high. Looking forward, this is a landmark moment that’s sure to repeat itself in the future as more high-value content moves to streaming platforms.”

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