In July, a significant milestone was reached as linear TV usage dropped below 50% for the first time in Nielsen's tracking history.

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By Dipak Jaiswal             15 Aug 2023

Streaming services surged to an all-time high of 38.7% of total TV usage, marking a steady upward trend.

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"Other use" activities, including gaming on TV screens and physical media playback, contributed 11.6% to overall TV consumption.

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Linear TV's decline was evident with broadcast networks representing only 20% of viewership and cable networks at 29.6% in July.

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Streaming's share of viewership grew from 37.7% in June to 38.7% in July, maintaining a consistent upward trajectory.

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YouTube led individual streaming platforms with a 9.2% share, followed closely by Netflix at 8.5%.

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Fox's AVOD service Tubi had a successful month with a 1.4% share, tied with Max.

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Acquired series, such as "Suits" on Netflix and Peacock, contributed to streaming growth, accumulating over 18 billion minutes of viewing in July.

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