You're more likely to turn on the TV to watch YouTube, Netflix, or another streaming platform than to watch cable.
Nielsen's June”meter” The report, which assessed what US audiences watch on a TV screen for the past month, found that more viewers are choosing to stream content through their TVs.
YouTube had a record high share of TV viewers across all streaming services in May; 9.7% of all viewing on connected and traditional TV last month was an attempt to access the platform.
About one in 10 people who turned on the TV wanted to watch YouTube.
“We're not talking about your cell phone, your laptop, which I'm sure you see your kids using all the time, but on the biggest screen in the house, the TV,” said LightShed media analyst Rich Greenfield. CNBC.
Greenfield added that “every (media) executive should be watching the trend.
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Netflix wasn't far behind YouTube, with new episodes of “Brigerton” pushing the company to 7.6% of all TV viewing in May.
Hulu, Prime Video and Disney+ had lower shares of 3.1%, 3.0% and 1.8% respectively.
The broadcast industry as a whole commanded a record high 38.8% of TV viewing in May. That means nearly two in five interactions with a TV screen last month were to access a streaming service.
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Broadcasting had a larger market share than cable (28.2%), streaming (22.3%), or any other service (10.8%).
“Now the past two summers have been notable for shifts to streaming, driven by blockbuster original releases and school-age kids having more free time,” said Brian Fuhrer, Nielsen's senior vice president of product strategy and thought leadership. video summary about the report.
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The impact of the summer months will begin to be felt in Nielsen's upcoming July 16 report, which measures June's TV viewership.
Read the June report, here.
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