Streaming accounts for 46% of total TV usage in June: Report

Streaming accounted for 46.0% of total television usage in the United States in June, according to Nielsen’s 50th monthly 'The Gauge' report. This marks a 5.4% increase in time spent streaming compared to May and reflects a growing shift in viewing habits, largely influenced by seasonal factors and the performance of key streaming platforms.

Netflix led the growth, recording a 13.5% month-on-month increase in viewing and gaining 0.8 share points to reach 8.3% of total TV usage. The platform’s performance was significant, contributing to 42% of streaming’s total monthly gain. Nielsen attributed the rise to a successful content slate, including its original series Ginny & Georgia, which was the most-streamed title in June with 8.7 billion viewing minutes.

 

 

Additional strong performers for Netflix included 'Animal Kingdom' and 'Blindspot,' which ranked second and third for the month with a combined 11.4 billion viewing minutes. The release of the third season of 'Squid Game' also contributed to the platform’s numbers, generating nearly a billion viewing minutes per day in the final three days of June.

Peacock followed closely behind Netflix in terms of monthly growth, with a 13.4% increase in usage. This was driven primarily by the new season of its original series Love Island USA, which recorded 4.4 billion viewing minutes and ranked fourth among most-streamed titles. Peacock increased its share to 1.5% of total TV in June, up from 1.2% in June 2024.

Younger viewers played a significant role in June’s shift toward streaming. With school out for the summer, total television usage among 6-17 year-olds rose by 27% from May, and streaming accounted for 66% of their TV time. Netflix and Peacock saw respective viewing increases of 32% and 37% within this age group.

This age group also contributed to growth in the “Other” category of TV usage, which includes video game consoles and set-top box usage. The category saw a 14% overall increase from May, but among viewers aged 6–17, usage grew by 41%.

Traditional television categories saw mixed results. Broadcast TV dropped by 5%, bringing its share to 18.5%, the first time it has fallen below 20% in The Gauge’s reporting. Cable TV usage remained relatively flat but lost 0.7 share points due to increased overall TV viewing, ending June with a 23.4% share.

Despite overall declines in broadcast and cable, specific events helped buoy segments of these categories. For broadcast, the NBA Finals on ABC delivered the top seven telecasts of June and contributed to a 17% increase in sports viewership. ABC secured the top 12 telecasts for the month, including the NBA Trophy Presentation and ABC World News Tonight.

On cable, the NBA Conference Finals on ESPN and TNT were the top cable telecasts. Cable news viewing increased by 12%, aided by a busy news cycle, while feature films and special programming also performed well. Notably, the Army 250 Parade on FOX News Channel attracted 2.8 million viewers, ranking fifth among cable programmes, and CNN’s 'Goodnight and Good Luck' drew 2.4 million viewers, placing seventh.

Overall, while the summer period traditionally sees a dip in television engagement, the data indicates a continuing shift toward streaming as a primary mode of media consumption, particularly among younger demographics.

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