Nielsen: Football Boosts Traditional TV

In August, broadcast and cable in the U.S. delivered their first gains since April, rising to shares of 19.1 percent and 22.5 percent, respectively, according to Nielsen’s latest edition of The Gauge.

The decline for traditional TV over the last three months was stemmed by the return of college football. Meanwhile, streaming declined by more than 4 percent to 46.4 percent of viewing, with only Prime Video increasing its share, thanks to The Summer I Turned Pretty and Ballard.

Netflix’s share in the period was 8.7 percent, thanks to Wednesday, KPop Demon Hunters and The Hunting Wives, plus the acquired series Sullivan’s Crossing.

YouTube remained in the lead with more than 13 percent of viewing time.

Time spent watching TV overall was down by 2 percent in August versus July, with that decline much starker among kids and teens, where it fell by 9 percent.