At 40.3% of total usage, streaming notched the highest share of TV ever reported, according to Nielsen ratings.
Time streaming soared to new heights in June, beating the previous record of 40.1% set by cable in June 2021, Nielsen reported. Cable now accounted for 27.2% of TV usage, broadcast for 20.5%, and other categories for 12%.
YouTube accounted for 9.9% of the total share, followed by Netflix at 8.4%, and Amazon Prime Video at 3.1%.
Across streaming platforms, four demonstrated double-digit usage growth. These included Disney+ at 14.8%, Tubit at 14.7%, Netflix at 11.8%, and Max at 11%.
“Additionally, most streaming services exhibited shares that were near or equal to previous platform-bests, while YouTube and Tubi both set high watermarks with 9.9% and 2.0% of TV, respectively,” Nielsen said.
Younger viewers were a driving force behind much of that growth, exhibiting “the largest upticks in TV usage across age demographics.” June marks the end of the school year, which traditionally means kids and teens are watching more TV, streaming or otherwise.
“As streaming makes up a larger share of younger viewers’ television time, the category received a disproportionate bump from the 2-17 age demographic, including a 16% increase in viewing from kids 2-11,” Nielsen said.
Netflix in particular benefitted from considerable viewership from June’s top two streaming titles: its original series Bridgerton, which led the way with 9.3 billion viewing minutes, and Your Honor, a Showtime and Paramount+ import with a total of 7.5 billion minutes across both Netflix and Paramount+.
Other streaming platforms also capitalized on high-profile shows in June. Amazon Prime Video’s original series The Boys counted 4 billion viewing minutes, while House of Dragons, the HBO series on Max, totaled at 3.4 billion minutes.
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