In a seismic shift for the television industry, streaming platforms captured 46% of total TV viewing in June, while broadcast TV plummeted to a historic low of 18.5%, according to Nielsen’s latest Gauge report. The decline marks the first time broadcast’s share has dipped below 20%, driven by the absence of major sports like football and the conclusion of prime-time series in May. Broadcast and cable combined fell from 44.2% in May to 41.9% in June, with broadcast dropping 5% month-over-month. Cable held relatively steady but still shed 0.7 share points due to a surge in overall TV usage, Nielsen noted.
Streaming, led by powerhouses Netflix and Peacock, saw a 5.4% increase in viewing compared to May. Netflix, fueled by originals like Ginny & Georgia and acquired titles such as Animal Kingdom and Blindspot, grew its viewership by 13.5%, amassing 8.7 billion minutes and an 8.3% share of total TV tune-in. The first three days of Squid Game’s third and final season in June further boosted Netflix’s dominance. Peacock, meanwhile, saw a 13.4% jump, driven by Love Island USA, though it accounted for just 1.5% of overall viewing.
The surge in streaming was particularly pronounced among younger viewers. With school out, kids and teens aged 6 to 17 increased their TV usage by 27% compared to May, with streaming comprising two-thirds of their viewing time. The “other” category, encompassing video game consoles and set-top box usage on TVs, soared 41% in June, reflecting a shift in how younger audiences engage with screens.
Linear TV faced a challenging month, but bright spots emerged. The NBA Finals on ABC dominated, claiming the top seven telecasts of June. Cable news also saw a 12% uptick from May, bolstered by special programming and breaking news. Fox News Channel’s Army 250 Parade ranked fifth among cable programs with 2.8 million viewers, while CNN’s live broadcast of the Broadway play Goodnight and Good Luck drew 2.4 million viewers, securing seventh place.
The report underscores a broader trend: streaming continues to reshape the TV landscape, with platforms like Netflix and Peacock capitalizing on original and acquired content to capture audiences. Meanwhile, broadcast and cable struggle to retain viewers in the absence of seasonal programming. As streaming’s grip tightens, particularly among younger demographics, the industry faces a pivotal moment in redefining how content reaches consumers.
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