Television Accounts for Less than Half of US Viewing Time for the First Time

Powered by shows like “Suits” on Netflix, streaming’s share of U.S. viewing time grew to a new high in July, while television viewing fell below 50% for the first time, according to new Nielsen data. From a report: The milestone is the latest sign of the rapid erosion of the cable-TV bundle, which has lost about a quarter of its subscribers over the past decade, as more Americans cut the cord in favor of streaming services like Netflix, Google’s YouTube and Disney’s Hulu. Cable television accounted for 29.6% of total U.S. viewing time in July, while broadcast attracted 20%, Nielsen said in a release published Tuesday.

Streaming services, meanwhile, captured 38.7% of Americans’ viewing time, while a category labeled “Other” — which Nielsen says includes usage such as DVD playback and gaming — accounted for the remaining 11.6%. The growth of streaming platforms at the expense of cable and broadcast TV networks has accelerated in recent years, as most entertainment conglomerates introduced their own direct-to-consumer services to take on industry leader Netflix. As they sought to rapidly grow their subscriber bases, many of them chose to make their highest-profile and costliest content available exclusively on streaming. While original content helps reel in subscribers and build streaming brands, the most-watched programs are sometimes older TV shows. Last month, the show Americans spent the most time watching was “Suits,” a legal drama starring Meghan Markle made for cable TV that made its debut more than a decade ago.