Streaming continues to grow, now accounting for nearly half of overall TV viewing time, at 47.3%, according to Nielsen’s monthly report of The Gauge.
Of that 47.3%, YouTube accounted for 13.4%. Netflix was the second most popular streaming platform at 8.8%, with a 5% monthly viewing increase. Nielsen attributed the uptick to both new original content and acquired titles. Its original series Squid Game was July’s most watched title with 5.4 billion viewing minutes.
Peacock’s Love Island USA was July’s second most-streamed title with 5.3 billion viewing minutes. That title led the streaming service to account for 1.6% of total TV viewing time for the month, falling under Disney+ (4.7%), Prime Video (3.8%), The Roku Channel (2.8%), Tubi (2.2%), Paramount+ (1.9%) on the list, but ahead of HBO Max (1.5%).
The rest of July’s top titles included:
- #3 – Blindspot, 4.15 billion minutes, Netflix
- #4 – Untamed, 4.14 billion, Netflix
- #5 – Animal Kingdom, 4.0 billion, Netflix
- #6 – Bluey, 3.53 billion, Disney+
- #7 – KPop Demon Hunters, 3.51 billion, Netflix
- #8 – Sullivan’s Crossing, 3.4 billion, Netflix
- #9 – Happy Gilmore 2, 2.9 billion, Netflix
- #10 – Grey’s Anatomy, 2.8 billion, Netflix and Hulu
The lighter sports schedule and off-season for primetime TV shows affected broadcast and cable viewing minutes for July. Broadcast accounted for 18.4% of viewing time and cable accounted for 22.2%.