The Rise of Streaming: Linear TV Viewing Plummets to Record Lows
TL;DR
Linear TV viewing in the US has fallen below 50% for the first time, with cable usage dropping to 29.6% and broadcast usage decreasing to 20%, according to Nielsen's July 2023 report. Meanwhile, streaming services reached a new high, accounting for 38.7% of total TV usage, with YouTube and Netflix leading the way. Despite streaming's popularity, the average cost of top US platforms is set to exceed cable subscriptions this fall, leading to price hikes and prompting some users to turn to free ad-supported streaming TV services.
- Linear TV viewing sinks below 50% as streaming soars to new heights TechCrunch
- Linear TV accounts for less than half of viewing: Nielsen Yahoo Finance
- Traditional TV 'past the point of no return' as viewership hits record low Yahoo Finance
- Broadcast and cable make up less than half of TV usage for the first time ever CNBC
- Nielsen’s linear TV numbers finally catch up with the reality of TikTok and YouTube The Verge
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