Broadcast and cable make up less than half of TV usage for the first time ever

The decline of traditional TV continues, even as the prices of streaming services rise.

Total traditional TV usage, comprised of broadcast and pay TV, dropped below 50% in July for the first time ever, according to Nielsen’s monthly streaming report, The Gauge.

Usage among pay-TV customers fell to 29.6% of TV, while broadcast dropped to a 20% share during the month. Streaming made up nearly 39% of usage in July, the largest share reported since Nielsen’s first time reporting the monthly numbers in The Gauge in June 2021.

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