Streaming Nears 50 Percent Share of U.S. Viewing Time

Streaming’s share of U.S. viewing time hit 47.3 percent in July, with Netflix, YouTube and The Roku Channel hitting platform highs, according to the latest edition of The Gauge.

Broadcast was at 18.4 percent while cable ended the month with a 22.2 percent share.

Netflix recorded a 5 percent monthly viewing increase to 8.8 percent, driven by a steady flow of new content, both original and acquired. Squid Game was the month’s most-watched title at 5.4 billion minutes.

In second place of most-streamed titles was Love Island USA at 5.3 billion viewing minutes at Peacock, driving a 3 percent gain at the platform. Netflix largely dominated the remainder of the top ten with Blindspot, Untamed, Animal Kingdom, KPop Demon Hunters, Sullivan’s Crossing, Happy Gilmore 2 and Grey’s Anatomy, which is also available on Hulu. Disney+ was in the top ten with Bluey, which had 3.53 billion viewed minutes in July.

The Roku Channel rose to a 2.8 percent share, reflecting a 7.5 percent gain on June. YouTube was also up, rising 8 percent to a 13.4 percent share of viewing time.