Recent study reveal the surge of streamings services in the US
Cable and Satellite channels, which played a significant part in entertainment services, are now facing the heat due to the continuous growth of streaming services.
It is found that audiences in the US are increasingly turning to Subscription Video On Demand (SVOD) and streaming services as their primary source of entertainment.
- For the first time, linear TV’s viewership fell below 50%. Broadcast and cable TV hit their lowest, capturing 20.0% and 29.6% of the TV market, respectively. Combined, they accounted for 49.6% of total TV consumption.
- In July, the time spent by audiences streaming on their televisions grew by 2.9% compared to June. This increase allowed streaming to equal its previous record share of 38.7%, a record set just the last month.
- Over a year, streaming viewership grew impressively by 25.3%, adding 7.3 points to its share.
- Leading streaming services, such as YouTube, Netflix, and Prime Video, once dominated the market but now share the space with emerging platforms launched by established networks.
- Specific platform performance in July included:
- YouTube, excluding its TV service, saw a 5.6% rise in viewership from June, accounting for 9.2% of total TV consumption.
- Netflix experienced a 4.2% growth in viewership, making up 8.5% of total TV viewing.
- Amazon Prime Video’s viewership grew by 5% compared to June, representing 3.4% of the total TV usage for July.
With platforms like Disney+ considering selling their linear channels by recognising the increase in streaming-related services, these studies provide more insights into audience behaviour towards content consumption.
With over nine years of diverse professional experience, Ragul has made significant contributions across various domains, including Media Operations, OTT Technologies, Video Production, Ecommerce, and Social Media.
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