NEW YORK (AP) Recent developments in television viewing habits indicate a significant shift away from traditional broadcast television towards streaming services. In June, viewers collectively devoted more time to streaming platforms than to both broadcast and cable television combined, marking a pivotal moment in media consumption.
Nielsen's report highlights that in June, streaming services accounted for 46% of Americans' TV time, surpassing cable which represented 23.4%. Broadcast television recorded its lowest share ever at just 18.5%. This decline below the 20% threshold reflects the changing landscape of how audiences, particularly younger demographics, engage with content.
Brian Fuhrer, Nielsen's senior vice president for product strategy and thought leadership, commented on this milestone, stating it "felt like the right time," although many anticipated a quicker transition. This shift is largely fueled by the school year ending for young viewers, allowing them more time to watch television. According to Nielsen, about two-thirds of individuals aged 6 to 17 now prefer streaming options over conventional TV offerings. Last year's statistics from June 2024 reveal a contrasting trend, with traditional TV viewing at 47.7% for people watching in an average minute, compared to 40.3% for streaming services.
Despite the ongoing decline of conventional television, experts argue that it does not signify an end to its relevance. Seasons like summer and July typically see a decrease in viewership; however, interest is expected to rise once American football resumes and with the return of original programming in fall. Fuhrer noted that the current trends reflect a cyclical pattern rather than a permanent decline.
The evolving media landscape is also characterized by an increase in content distribution across multiple platforms. Companies are enhancing their strategies to provide a variety of viewing options to consumers. The growth of free-access platforms like YouTube has played a crucial role in supporting streaming services, allowing traditional television content to reach audiences in new ways.
In a noteworthy trend, Fox News Channel has surpassed the viewership of major broadcast networks such as ABC, CBS, NBC, and Fox entertainment for three consecutive weeks. In its recent ratings, Fox News averaged 2.4 million viewers during prime time on weeknights, achieving this feat more than any time in the previous two years combined. This shift is particularly prominent during the summer months, a traditionally slow period for broadcast networks, as many viewers are outdoors during summer evenings.
Fox News maintains a consistent audience throughout the year, attracting older viewers compared to other networks. Its ability to command attention even outside of peak seasons such as the inauguration week of President Donald Trump in January exemplifies its stronghold in the television landscape.
In summary, the data from Nielsen reinforces a broader trend in media consumption where streaming services are increasingly favored over traditional broadcast television. As viewer habits continue to evolve, even long-standing networks like Fox News are adapting to the shifting dynamics by maximizing their reach during off-peak periods. This ongoing transformation highlights the complexities of the modern media environment and the balancing act between different platforms.
