Americans watched more content via streaming platforms than cable TV in Julya milestone for streaming television that is the first time it has gotten more views than traditional television, Nielsen announced.
Streaming television captured 34.8% of total US television viewing time during the month of Julywhile cable TV attracted 34.4%according to the company specialized in audience measurement.
The total time Americans spent on these new ways of watching TV increased 22.6% from the previous yearwhile cable viewing time decreased 8.9%.
Netflix was the most watched streaming service last month, driven by its series “Stranger Things”followed by YouTube.
On the other hand, the most popular series of Hulu were “Only Murders in the Building” and “The Bear”, while those of Amazon Prime Video were the new series “The Terminal List” (The terminal list or The final list) and the new episodes of “The Boys”.
During the summer months, when there are no classes, children tend to spend more time consuming content, which could have increased the time they spend on YouTube and other streaming platforms in July.
Also, when there is no Olympics, there is often a shortage of major sporting events in the summer months and sports is a big differentiator from cable television.
In the breakdown of that 34.8% of streaming consumption in July, 8% watched Netflix, 7.3% YouTube, 3.6% Hulu, 3% Prime Video, 1.8% Disney, and 1% HBO Max. The remaining 10.2% used other platforms.
The data recorded give logical continuity to the trends that have been observed in the United States for several years. On the one hand, the sustained decline in cable television subscribers, a figure that in just a decade has been reduced from more than 100 million households to around 70; and on the other, the rise of streaming with services that are much cheaper than a cable subscription and that in the second quarter of the year they already reached 113 million households.
The price influences that the average of services to which a client can be subscribed reaches five in the United States, although that market is showing signs of saturation and tension due to price, as has been seen in the latest Netflix results.
One important fact is that Nielsen only includes that programming consumed by normal or connected televisions. I mean, leaves out consumption on mobile phones and web streamingin which the advantage could surely be greater in favor of video on demand.
(With information from EFE)