Streaming accounted for 37.7 percent of overall U.S. TV usage in June, a record share for the digital format. Cable TV accounted for 30.6 percent and broadcast 20.8 percent, according to Nielsen’s monthly snapshot The Gauge. TV viewing was up 2.2 percent in June, the first monthly increase since January. The uptick was principally attributed to young viewers and the summer break. Notably, TV consumption among the 2-11 and 12-17 age groups was up 16.3 percent and 24.1 percent, respectively, compared with May. Alternative viewing options — including streaming and video gaming — accounted for 90 percent among those groups.

Streaming’s just below 40 percent of overall TV usage was the largest share measured by The Gauge since July 2021, when cable accounted for the same amount, according to Nielsen. Cable still holds the all-time record for largest share to be measured by The Gauge, notching 40.1 percent in June 2021, when the snapshot launched.

“It’s a sign of streaming’s rapid rise, as recently as May 2021, the shares were 26 percent for streaming and 39 percent for cable,” writes NBC News.

Time spent streaming using a television was up by 5.8 percent in June versus May, with viewers 2-17 contributing more than 50 percent of the growth. YouTube and Netflix each achieved their largest shares to date, capturing 8.8 percent and 8.2 percent of TV audiences, respectively.

Paramount+ made its debut on The Gauge this frame, capturing 1 percent of overall TV for June. The Paramount Global streaming service got a viewership boost from its original series “Star Trek: Strange New Worlds,” which generated nearly 1 billion viewing minutes.

In addition, Nielsen’s press release noted the following:

• Tubi TV usage increased 12.1 percent and brought its share to 1.4 percent of TV to remain the leading FAST service in The Gauge.
• Disney+ benefited from the growth in younger audiences, as usage jumped 11.9 percent to account for 2.0 percent of TV.
• With a 16.5 percent monthly increase in usage, Max captured 1.4 percent of TV.

Streaming’s impressive June numbers were reported as members of the Writers Guild of America and the SAG-AFTRA union continue to strike, seeking pay increases as a result of streaming’s growth, and negotiating for job security as artificial intelligence threatens to disrupt employment patterns.

NBC News says “it is the first time since 1960 that the WGA and SAG-AFTRA have engaged in strikes at the same time,” adding that “it remains to be seen what impact the work stoppages will have on the entertainment industry, but, at least for now, streaming platforms like Netflix have still managed to enjoy some wins.”

Netflix added 5.9 million global subscribers in Q2 and is predicting a similar gain for Q3. Although Netflix took a hit due to missing revenue goals, NBC News writes that Bank of America’s Jessica Reif Ehrlich “considers Netflix stock a ‘buy,’ with a share price that is likely to increase in the coming years,” noting the analyst said Netflix’s “depth/breadth of content positions them well to withstand the production reductions.”