Nielsen Holdings plc – Nielsen: The Gauge Reveals Streaming Surpassed Cable for the First Time in July, Capturing its Largest Share of TV Viewing to Date

NEW YORK, Aug. 18, 2022 /PRNewswire/ — Nielsen (NYSE: NLSN) introduced that streaming utilization surpassed cable in July to assert the biggest share of tv viewing for the primary time, in keeping with The Gauge, Nielsen’s month-to-month complete TV and streaming snapshot. Streaming represented a file 34.8% share of complete tv consumption, whereas cable and broadcast got here in at 34.4% and 21.6%, respectively. Streaming utilization has surpassed that of broadcast earlier than, however that is the primary time it has additionally exceeded cable viewing.

Complete time spent watching TV in July intently resembled that of each June 2022 and July 2021, however regardless of these similarities, the change within the distribution of viewing codecs on a year-over-year foundation additional demonstrates how viewing behaviors proceed to shift.

July 2021

July 2022

YoY % Change


23.8 %

21.6 %

-9.8 %


37.7 %

34.4 %

-8.9 %


28.3 %

34.8 %

+22.6 %

As the largest mover this month, streaming utilization elevated +3.2% in comparison with June and gained +1.1 share factors. Time spent streaming in July averaged practically 191 billion minutes per week, and every of the 5 measurement weeks in July 2022 now account for 5 of the six highest-volume streaming weeks on file in keeping with Nielsen.

Amongst streaming distributors, Prime Video, Netflix, Hulu and YouTube every captured record-high shares once more in July after beforehand doing so in June. Netflix represented the biggest share of general TV viewing for a streaming platform with 8%, boosted by the practically 18 billion viewing minutes of Stranger Issues alone.

Cable viewing in July dropped -2% and -0.7 share factors in comparison with June, and year-over-year, cable utilization was down -8.9% and -3.3 share factors. Sports activities viewing posted the largest decline for the class, dropping -15.4% from June and -34% from a 12 months in the past when the 2020 Summer season Olympics started.

Viewing within the broadcast class, which is experiencing a typical lull in new content material till the upcoming broadcast season begins in September, was down -3.7% in July versus June and represented a lack of -0.8 share factors. On a month-to-month foundation, broadcast sports activities viewing declined -41% in July in comparison with June, and the year-over-year comparability confirmed a decline of -43%. The NHL and NBA playoffs in June 2022 and July 2021 contributed significantly to the similarities in month-to-month and yearly decreases in broadcast sports activities viewing, along with the beginning of the Summer season Olympics in July 2021.

About The Gauge

The Gauge
 is underpinned by Nielsen’s TV rankings service and Streaming Platform Rankings. The latter gives shoppers with viewers measurement knowledge that particulars the period of time shoppers spend streaming and on which platforms. This broad take a look at platform utilization gives complimentary insights to Nielsen Streaming Content material Rankings, which particulars viewing to subscription-based video on demand (SVOD) content material on the title, program and episode degree. By showcasing each the micro and macro-level knowledge units, the business has a full image of how this media is being consumed, in addition to when and by whom.

Nielsen’s method to viewers measurement, which leverages a geographically consultant panel of actual individuals and large knowledge, is constructed for the way forward for media consumption. With The Gauge, the way forward for TV consumption is seen in a single view. The most recent version of The Gauge is all the time out there at

About Nielsen
Nielsen shapes the world’s media and content material as a worldwide chief in viewers measurement, knowledge and analytics. Via our understanding of individuals and their behaviors throughout all channels and platforms, we empower our shoppers with unbiased and actionable intelligence to allow them to join and have interaction with their audiences—now and into the longer term. An S&P 500 firm, Nielsen (NYSE: NLSN) operates all over the world in additional than 55 international locations. Be taught extra at or and join with us on social media (Twitter, LinkedIn, Fb and Instagram).

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