Streaming accounted for a record high 37.7% share of overall TV viewing in U.S. households for the month of June, according to the latest report from media measurement company Nielsen.

Comparatively, Nielsen’s “The Guage” viewership tracker found cable content viewing accounted for 30.6% of TV viewing while broadcast TV viewing fell to 20.8%.

Overall monthly TV usage in June was up for the first time since January and up 2.2% QoQ. The increase was attributed primarily to the increased availability of younger viewers with schools out for the summer.

Among these younger viewers, viewership from the 2-11 and 12-17 age groups was up 16.3% and 24.1%, respectively, compared to May, with non-traditional TV options (i.e., streaming, video gaming) accounting for 90% the increases in each case.

Breaking this down further, time spent streaming on televisions was up 5.8% in June versus May, and 2-17 year olds contributed to over half of that growth. Additionally, with 37.7% of overall TV usage, the streaming category represented the largest share of the medium reported by the firm since July 2021, when cable accounted for the same amount.

Nielsen said the cable category remains the record holder for the largest share of TV recorded by the survey, with 40.1% reported in June 2021.

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Looking at individual streaming leaders, Paramount+ record 1% of overall TV viewing in June and is the 11th streaming service to be independently reported in Nielsen’s “The Gauge” study. Paramount+ enjoyed a boost in viewership from the series Star Trek: Strange New Worlds, which generated nearly 1 billion viewing minutes, Nielsen reported.

YouTube and Netflix each enjoyed their largest shares to date in the month, at 8.2% and 8.8%, of TV, respectively.

The action-drama series S.W.A.T., which streams on Hulu, Netflix and Paramount+, was the most-watched streaming program in the month, accounting for nearly 5 billion minutes streamed across all three services.

Tubi TV usage increased 12.1% lifting its share to 1.4% of TV to remain the top Free Ad Supported TV (FAST) in the study.

Disney+ saw viewership from younger audiences grow 11.9% for 2% of TV viewing in the period.

Nielsen said MAX enjoyed a 16.5% monthly increase in usage for a 1.4% share of TV, up 0.2 points.

Viewership of broadcast TV content dropped 6.6% in June, bringing down the format’s share by 2 points to finish the month at 20.8% of television viewing. That was segment’s smallest share of TV to date.

Nielsen said cable viewership increased 0.4% QoQ in June on the strength of feature films (up +10%) and news (up +6.6%) viewing, but the category lost 0.6 share points due to increases from streaming and total TV usage.

Nielsen said NBA-related coverage showed up well for both cable and broadcast formats, with pro baseketball’s Conference Finals making up the month’s top events for cable, while the NBA Finals helped push a 31.7% increase in sports viewing on broadcast TV stations. But broadcast viewing was down 5.6% (-1.6 pts.) YoY, while cable viewing was down 11.6% (-4.6 pts.) for the month of June.

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By Greg Tarr

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