Consumers are streaming more than ever before, with time spent streaming rising to more than 40% of total TV usage in June, according to new data from media research firm Nielsen.

According to Nielsen, the mark of 40.3% of time spent using a TV to stream tops the previous single category record set by cable in June 2021, which was 40.1%. This is also the highest share of TV ever reported in The Gauge, Nielsen’s TV and streaming snapshot.

After streaming, cable was at 27.2% and broadcast at 20.5%, with 12% making up the remainder.

Streaming on the Rise

According to Nielsen, four streaming platforms saw double-digit growth in June despite how often users seem to bounce between platforms. Disney+ (+14.8%), Tubi (+14.7%), Netflix (+11.8%) and Max (+11.0%). All of those had 20% or more of their audience attributable to younger viewers.

In fact, viewers 17 and younger helped drive much of that growth, with younger audiences driving a slight monthly increase in overall TV usage in June of 2.1%. Even further, there was a 16% increase in viewing from kids aged 2-11.

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June was a big month for screaming, as streaming viewership increased 6% compared with May, and the category added 1.5 share points to finish at a record-setting 40.3% of TV, Nielsen data says.

Netflix Reigns Supreme

Streaming leader Netflix continues its dominance, adding almost a full share point in June and jumping to 8.4% of total TV, just below its best mark ever of 8.5% set last July. Several Netflix originals led to this growth, including “Bridgerton” and “Your Honor,” totaling 9.3 billion and 7.5 billion viewing minutes, respectively.

According to Nielsen, content from other platforms also put up numbers in June,  including Prime Video’s original series “The Boys” whose new season helped drive 4 billion viewing minutes. “House of the Dragon,” the HBO network series on Max, also totaled 3.4 billion minutes on the streamer.

YouTube is the top streaming app with a 9.9% share, perhaps due to the popularity of YouTube TV and other features. This is followed by Netflix at 8.4%, Prime Video at 3.1%, Hulu at 3.0%, Disney+ at 2.0%, Tubi at 2.0%, Roku Channel at 1.5%, Max at 1.4%, Peacock at 1.2%, Paramount+ at 1.1%, and Pluto TV at 0.8%.  

Broadcast and Cable

Meanwhile, broadcast claimed just 20.5% of total TV time in June, buoyed by increases of 26% in sports and 5% in news. This is largely due to some highly watched sports and political broadcast telecasts in June, such as the NBA Finals, ABC’s simulcast of the CNN Presidential Debate, and the NHL Stanley Cup Finals.

Cable, meanwhile, continues to lose stream despite getting a boost from the CNN Presidential Debate that was simulcasted on Fox News. Cable sports viewing, however, declined 35% as both the NBA and NHL finished their seasons with broadcast televised events.

Both broadcast and cable recorded sharp declines in their share of TV usage in June, with broadcast losing 1.8 share points and cable losing 1 point, bringing the two to a combined 47.7% of overall TV.

Looking ahead, the Summer Olympics could help give those mediums a boost.

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