In the month of July, according to Nielsen, in the U.S., streaming channels accounted for 34.8% of all views, for the first time edging ahead of cable TV, which had a 34.4% share of viewing. Meanwhile, broadcast TV was trailing with a 21.6% share.
According to TV advertising news website The Drum, “The long-anticipated event was documented by measurement specialists Nielsen for ‘The Gauge,’ a monthly snapshot of viewing habits. In the process streaming has captured its largest share of TV viewing to date, indicating that a pandemic-powered boom is far from over.”
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