Streaming usage hits new U.S. record
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Americans spent 40.3% of their TV viewing time in June on streaming services, a record high, according to Nielsen.
Why it matters: The growth was driven by younger viewers (ages 2-17), who had more time to watch TV last month after the school year concluded.
- Those viewers drove a 6% uptick in streaming and a 2.1% uptick in overall TV consumption compared to the month prior. Viewership between children ages 2-11 increased 16% between May and June.
The big picture: The record is notable given the change in the streaming landscape over the past few years.
- The last time a monthly streaming record was set was in June 2021, when consumers experimented with several new services that came to market during the pandemic.
Worth noting: Nielsen has slightly changed its methodology since then, but the trend lines still hold.
Zoom in: Several streamers saw double-digit usage growth in June, including Disney+ (+14.8%), Tubi (+14.7%), Netflix (+11.8%) and Max (+11.0%), all largely attributed to younger viewers.
- Last month was a record month for most services. YouTube and Tubi both experienced new streaming highs, with their services taking up 9.9% and 2.0% of total TV consumption time, respectively.
- Netflix saw a huge jump in June compared to May, thanks to new seasons of "Bridgerton" and "Your Honor."
Zoom out: Broadcast TV consumption declined compared to May, but still benefited from major consumption increases in sports (26%) and news (5%) last month.
- Cable TV consumption also declined, but those declines were hedged by an uptick in news consumption, thanks largely to CNN's June presidential debate, which was simulcast across many networks.
- Cable sports viewership, however, declined significantly (35%) last month, thanks to the conclusion of regular season NBA and NHL games. The final games for both leagues were available on broadcast networks.
What's next: Traditional TV (broadcast and cable) consumption, typically dips in the summer, but the Olympics — broadcast this summer on NBC and a few of its cable networks — could drive an uptick in traditional TV viewership.
What to watch: Netflix reports its second-quarter figures after the bell on Thursday. Its report typically serves as a bellwether for other streamers throughout the earnings season.
