Streaming posted another banner month in July, reaching multiple new milestones in the latest issue of The Gauge report from Nielsen. The big headline is that streaming was responsible for 41.4 percent of all TV viewing during the month. That’s the highest share in the report’s brief history for any viewing category, meaning streaming topped past performances for both broadcast and cable TV. The result follows on the heels of the previous record set by streaming in June.
The other big success story in the July report is for YouTube. The popular video platform hosted 10 percent of monthly TV usage, marking the first time a single streaming service has reached a double-digit share. Multiple other streaming sites hit their own personal bests for viewing share in July: Disney+ jumped up to a 2.1 percent viewing share and The Roku Channel hit 1.6 percent.
There are a couple takeaways from the range of record-setting performances in July. For starters, The Gauge only tracks viewing that happens on a TV screen, meaning no mobile or laptop viewing is included. Last month’s results show how much streaming video’s presence has expanded beyond just smartphones and tablets to challenge and surpass the options of traditional broadcast and cable TV.
Another notable factoid from Nielsen is that 10 different titles on streaming platforms surpassed 1 billion minutes of viewing in the first full week of July — another record. Seven different streaming companies had programs on that list, and they cover a broad spectrum of genres and audiences. The lineup was led by Netflix’s action flick Beverly Hills Cop: Axel F, which secured 2.05 billion minutes of viewership between July 1 and July 7. TV series Suits (available on Peacock and Netflix) came second with just shy of 1.5 billion minutes viewed. House of the Dragon on Max, Your Honor on Netflix/Paramount+ and The Bear on Hulu rounded out the top five, each with more than 1.2 billion minutes viewed during that week. In other words, the next breakout hit for streaming could happen on any platform.
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