Aug 23, 2024

YouTube Becomes First Streaming Platform to Surpass 10% of Total TV Views

According to newly released Nielsen viewing data, last month marked another milestone for streaming services.

In July, Youtube became the first streaming platform to exceed 10% of total TV usage. Month-over-month, Youtube usage rose 7%, accounting for 10.4% of total TV usage that month.

Overall, streaming continues to show impressive strength, accounting for 41.4% of TV viewing; in July 2023, linear TV viewing (broadcast/cable) fell below 50% for the first time, and a year later, in July 2024, it still accounted for 46.7%.

In total viewership with all TV combined, Youtube is in second place behind The Walt Disney Company with the advantages of broadcast (ABC) and cable (ESPN, Disney Channel), as well as multiple streaming platforms (Disney+, Hulu) (Disney+, Hulu). However, Youtube's strong performance as a pure streaming platform is remarkable, and in June, the last month for which Nielsen released data, it was less than 1% ahead of Disney. The breakdown is as follows:

Last month, Max's House of the Dragon topped all programs with 4.7 billion minutes, followed closely by Disney+'s animated Bluey with 4.3 billion minutes. Prime Video's The Boys was third with 4.2 billion minutes. [...]