Streaming’s Share of TV Viewing Rises to 33.7% in June: Nielsen

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Time spent viewing TV up 2%, with streaming up 8%

Nielsen June
(Image credit: Nielsen)

Streaming’s share of TV viewing continued to climb in June, topping the one-third mark for the first time since Nielsen started releasing figures in May 2021.

Total time spent watching TV increased 2% in June, according to Nielsen with streaming growing by 8% from May and 23.5% from a year ago. Streaming accounted for 33.7% of viewing up from 31.9% in May.

Cable’s share of viewing in June dropped to 35.1% from 36.5% in May and , with the end of the TV season ending, broadcast fell to 22.4% in June from 24.4%.in May.

Most of the major streaming services showed increases in viewing, with Netflix leading the way with a 7.7% share, up from 6.8% in May. Netflix, which hasn't always endorsed Nielsen's numbers, sneak-peeked the 7.7% figure during its earnings presentation Tuesday.

YouTube had a 6.9% share, up from 6.7%; Hulu’s share slipped to 3.3% from 3.4%; Amazon Prime Video rose to 2.9% from 2.6%, Disney Plus rose to 2% from 1.7% and HBO Max was steady at 1%.  ■

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.