Streaming has officially become the most popular way to watch TV ever, according to Nielsen’s latest The Gauge™ report. In July 2024, streaming accounted for a record-breaking 41.4% of total TV viewing, marking the highest share for any viewing format in history. This unprecedented achievement solidifies streaming as the dominant force in how audiences consume television content, driven by the Summer Olympics and a lineup of hit shows across various platforms.
Olympics and Streaming Power July’s TV Viewing
The Summer Olympics played a significant role in the increase in TV usage, with total TV viewing rising by 2.3% compared to June 2024. Although only three days of Olympic coverage were included in the July report, the impact was notable. Broadcast television saw a slight increase in its share, reaching 20.3% of TV viewing. The Olympics also dominated the broadcast landscape, accounting for the top five telecasts and driving NBC’s largest audience of 19 million viewers on Sunday, July 28.
Streaming services, particularly Peacock, benefited from the Olympics coverage. Peacock’s share of TV viewing rose by 33% in July, reaching 1.5%, its second-best performance ever. The platform’s success was also bolstered by popular shows like Love Island USA, further contributing to its significant growth.
YouTube Makes History, Streaming Sets New Records
July was a record-breaking month for streaming overall, with each week ranking among the top four most streamed weeks ever reported by Nielsen. Notably, YouTube became the first streaming platform to surpass 10% of total TV usage, accounting for 10.4% in July. This achievement came on the heels of YouTube’s impressive performance in June, where it captured 9.9% of TV viewing.
In terms of individual shows, House of the Dragon on Max topped the streaming charts with 4.7 billion viewing minutes, contributing to Max’s stable share of 1.4% of TV. Bluey on Disney+ followed closely with 4.3 billion viewing minutes, helping Disney+ reach a platform-best 2.1% share of TV viewing.
Cable and Broadcast Maintain Presence Amid Streaming Surge
While streaming dominated the TV landscape in July, cable and broadcast television maintained their presence. Cable TV’s share remained steady compared to June, though it lost half a percentage point due to the overall increase in TV usage. News programming, particularly coverage of the Republican National Convention and the assassination attempt on former President Trump, drove a 23% increase in cable news viewing.
Broadcast television saw a slight uptick in its share, thanks in large part to the Olympics, which lifted the broadcast average to over 22% of total TV usage during the final week of July.
As streaming continues to dominate the TV viewing landscape, platforms like YouTube and Peacock are setting new records and reshaping how audiences consume content. With the growing popularity of streaming services and major events like the Olympics driving viewership, the future of TV is increasingly centered around on-demand, digital platforms.
Streaming’s 41.4% share of TV viewing in July 2024 is not just a record. It’s a clear indication of the shifting trends in media consumption, where streaming is now the most popular way to watch TV…ever.
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