Streaming's still stealing TV time in June
The share of streaming video in TV time usage has soared again to a record level in June, reaching nearly a third (33.1%) , a record high, according to Nielsen.
Total TV usage increased by 1.9% on a month-over-month basis, bolstered by a 7.7% increase in streaming, which raised its audience share 1.8 points to a new high-water mark of 33.7%—6.3 points higher than in June 2021.
In June, the other media's market share declined. For example, cable TV fell to 35.1%, but it still has the highest market share, exceeding streaming media by 2 percentage points. While broadcasting dropped further to 22.4%. The share of "others" (such as video games) rebounded to 8.8%.
Among them, cable TV and radio viewing are mainly influenced by the tradition of TV season and the end of sports events (such as NBA playoffs). It is worth noting that cable TV is the category with the biggest year-on-year change, with its share down by 5pc compared with June 2021 (40.1% last year) and ratings down by nearly 12pc.
In streaming media, the viewing time of almost all major streaming media players has increased. Four of them reached their highest ratings this month
- Disney+: 14.7% increase in minutes viewed; 0.2 share points gained $Walt Disney(DIS)$
- Amazon Prime Video: 11.1% increase in minutes viewed; 0.2 share points gained $Amazon.com(AMZN)$
- YouTube (including YouTube TV): 5.2% increase in minutes viewed; 0.2 share points gained $Alphabet(GOOGL)$
- Netflix: 16.3% increase in minutes viewed; 1 share point gained $Netflix(NFLX)$
It is worth noting that Netflix's viewing time market share increased by nearly 1 percentage point compared with May, from 6.8% to 7.7%, while YouTube increased from 6.7% to 6.9%. Disney + rose from 1.7% to 2%.
From the overall growth trend of streaming media, including$Apple(AAPL)$'s APPLE TV, is also growing rapidly.
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