Streaming Continues to Outperform Cable, Leads Platform Rankings

Streaming Continues to Outperform Cable, Leads Platform Rankings

By Movieguide® Staff

According to new data from Neilson, streaming services outmatched cable television in total TV usage for July, with 35% in the United States.

Since March, streaming platforms have continued to grow their usage and dominate the TV space with fan-favorite shows like STRANGER THINGS on Netflix and a constant wave of Marvel and Star Wars series from Disney+.

Cable (34.4%) and broadcast TV (21.6%) have hit record lows since Neilson released the platform rankings 14 months ago.

Netflix led the way for streamers, with 8% of all TV usage. Next in line was YouTube with 7.3% and Amazon Prime at 3%.

Nielsen’s rankings for the month of July:

Platforms

Streaming: 34.8 percent
Cable: 34.4 percent
Broadcast: 21.6 percent
Other: 9.2 percent

Streaming Services

Netflix: 8 percent
YouTube (including YouTube TV): 7.3 percent
Hulu (including Hulu + Live): 3.6 percent
Prime Video: 3 percent
Disney+: 1.8 percent
HBO Max: 1 percent
All others: 10.2 percent

Movieguide® previously reported:

The popular data company Nielsen recently announced revised Streaming Video Ratings to provide viable data on one of the fastest-growing media platforms in entertainment today.

Nielsen claimed that they are implementing a new tool that will more accurately measure streaming data. The firm said that they would gather the information that will allow them to compare different streamers and how audiences interact with the platforms.
According to the Nielsen Streaming Video Ratings, streaming from home has increased from 18% to 25%.

“By 2024, it’s estimated that streaming platforms will have amassed 210 million subscribers, which represents a staggering number of consumers and a major shift in media habits,” Nielsen’s Kevin Rini, SVP Product Management, said. “Now more than ever, it’s important for our clients to have a clear understanding of the streaming landscape, both from a program or content perspective, which our SVOD service does, as well as at a macro view of audience consumption that takes into account the total use of streaming platforms comparable to linear TV. Nielsen Streaming Video Ratings does just that — rounding out our suite of streaming solutions and providing a comprehensive view of streaming consumption and advanced audience demographics. It will help any business buying, selling or investing in media to have the clear picture of the impact of these consumer shifts.”

Although Nielsen leads the way for collecting streaming data, major TV networks like CBS, ABC, and NBC have called out the measurement firm.

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