Broadcast and cable networks accounted for less than half of TV usage in July, marking the first time linear TV viewing has fallen below 50% in Nielsen’s tracking history. Streaming reached an all-time high of 38.7% of all TV usage, while “other use” made up 11.6%. Linear TV viewing for broadcast and cable networks dropped to 20% and 29.6% respectively. YouTube led as the top streaming platform with 9.2% of TV use, followed by Netflix at 8.5%. The increased streaming share of viewing was driven by acquired series such as Suits on Netflix and Peacock.
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