Bask Insights

Streaming Soars this Summer

Streaming viewership continues to climb with ever-changing content and more platform-specific original content than ever before, surpassing cable for the first time and claiming 34.8% of total TV share in July. Not only did streaming claim the largest piece of the TV viewership pie, but “audiences also watched an average of 190.9 billion minutes of streamed content per week—easily surpassing the 169.9 billion minutes that audiences watched during the pandemic lockdown period back in April 2020. Excluding the week of Dec. 27, 2021, the five weeks of July 2022 represent the highest-volume streaming weeks on record.”

The latest report by Nielsen also noted that aside from the viewership breakdown, the overall TV usage remained consistent from June to July, showing that while “other variables held constant, Americans are expanding their streaming consumption and the platforms they use.”

As streaming continues to rise year over year, so do the platforms that support it. “With so much content entering the streaming space, both from the pure players and traditional media companies, it’s worth highlighting the impact of content from digital MVPDs (e.g., Hulu Live, YouTube TV) and traditional cable apps (Comcast, Charter/Spectrum).

Shelby Moddelmog
by Shelby Moddelmog


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