‘Bridgerton’ and Kids Help Streaming Hit All-Time Usage High in June (original) (raw)
Streaming platforms achieved another milestone in June, collectively accounting for more than 40 percent of all TV use in the United States — the first time that’s happened.
Viewers spent 40.3 percent of their time with streamers for the month, setting a record for usage on any platform, according to Nielsen‘s Gauge rankings. Cable hit 40 percent even in Nielsen’s second-ever Gauge three years ago, but no platform had ever gone above that mark.
Conversely, traditional TV platforms — broadcast and cable — combined for their lowest combined share of usage in June at 47.7 percent. Cable had 27.2 percent of all TV viewing, and broadcast was at 20.5 percent (vs. 28.2 percent and 22.3 percent a month earlier). Other TV use, including gaming and physical media playback, made up the remaining 12 percent.
The streaming surge was fueled in part by shows like Netflix’s Bridgerton — which at 9.3 billion minutes of viewing time was the biggest streaming title of the month and Your Honor (7.5 billion minutes across Netflix and Paramount+). The Boys (4 billion minutes on Prime Video) and House of the Dragon (3.4 billion minutes on Max) also put up strong numbers.
More generally — and repeating a pattern from June 2023 — the start of summer break for millions of kids and teenagers also played a big role in the streaming bump. Viewers age 11 and younger increased their TV use by 16 percent compared to May, and teenagers also spent considerably more time with their TV sets. Those demographics spend the vast majority of their viewing time on streaming platforms and gaming.
Among individual streaming services, YouTube remained No. 1 and hit its best mark in the Gauge’s three-year history with 9.9 percent of all TV use. Netflix had 8.4 percent, up 0.8 points from May. Fox’s free, ad-supported platform Tubi also hit its best mark ever with 2 percent of all TV usage.
Nielsen’s Gauge numbers for June 2024 are below.
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