For the first time in history, linear TV accounted for less than half of total TV usage in any measurement month, according to Nielsen’s The Gauge report for July.
Live broadcasts accounted for 20% of the audience and cable 29.6%, reaching historic lows and down 5.4% and 12.5% respectively compared to the same period the previous year. Streaming consumption increased by 2.9% between June and July and increased by 25.3% over the past year, accounting for 38.7% of total TV usage.
| Source | Percentage of audience | Annual change | Monthly change |
|---|---|---|---|
| Live broadcasts | 20% | -5.4% | – |
| Cable | 29.6% | -12.5% | – |
| Streaming | 38.7% | 25.3% | 2.9% |