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U.S. streaming overtakes cable TV viewing for the first time

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U. S. Streaming overtakes cable tv viewing for the first time
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Americans watched more TV from streaming services than broadcast or cable TV in July, surpassing for the first-time cable networks among U.S. viewers.

According to a Nielsen report, streaming claimed the largest share of TV viewing for the month among American households representing a record 34.8% share. Cable and broadcast came in at 34.4% and 21.6%, respectively.

Among streaming services Netflix took the lead with 8% of total viewership with YouTube in second at 7.3%. Hulu took the third position with 3.6%, followed by Amazon’s Prime Video in fourth at 3%.

Netflix held the largest share boosted by nearly 18 billion viewing minutes of Stranger Things 4 in July. An additional 11 billion minutes came from the series Virgin River and The Umbrella Academy.

Overall, streaming usage in July increased 3.2% compared with June and gained 1.1 share points, cable viewing declined 2% and dropped -0.7 share points while broadcast TV viewing, that relies on new content scheduled for September, was down -3.7%, or -0.8 share points.

Results are bad news for broadcasters and cable TV companies after millions of Americans across the country are still cancelling cable services.

Tags: Cable TVNetflixNielsenStreaming services

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