For the first time in the US: streaming services have overtaken cable TV
The streaming market is at its peak: viewers in the United States are abandoning traditional television - which is disappearing.
The big gainers: Netflix and Hulu, which register a nice growth in viewing time
Yanon ben Shoshan
08/21/2022
Sunday, August 21, 2022, 09:00 Updated: 10:10
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Streaming (Photo: ShutterStock)
It was a matter of time, but it happened: viewers in the US spent more time watching streaming services than cable TV - according to data published by the research company Nielsen. According to the publication, Internet TV subscriptions (such as Netflix, HBO MAX and Disney Plus) are responsible for 34.8 percent of screen time last July, compared to 34.4 percent for cable TV.
Netflix holds a 7.7 percent share of total viewing time, largely thanks to demand for the fourth season of "Stranger Things." However, Hulu (Hulu) reached a new high of 3.7 percent. Amazon Prime, meanwhile, settles for 3 percent, thanks to the third season of "The Boys." Disney Plus lags behind with 1.8 percent, and HBO MAX holds just 1 percent. YouTube and YouTube TV together are weak on 7.3 percent.
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In total, the average viewing time of streaming content last month was 190.9 billion minutes - significantly longer than the peak period during the Corona epidemic.
Meaning: a jump of 22.6%.
However, viewing time for cable TV and live TV decreased by 8.9% and 9.8% - respectively.
The research company notes that the viewing of traditional television decreases significantly from year to year, when almost every major player in the world of entertainment is preparing for a significant entry into the market.
For example, the retail chain Walmart (Walmart) recently signed a cooperation agreement with Paramount Studios, while YouTube is developing a platform that includes access to the content of all the streaming giants in one place.
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