Americans used streaming services more than cable TV for the first time ever in July 2022, according to data from a new monthly study from Nielsen.
The study, which analyzes how audiences consume content across delivery platforms, saw that streaming took the largest share at 34.8%, but only by a very small margin as cable TV followed with 34.4%. Broadcast TV placed third with 21.6%.
Compared to data from June 2022, broadcast TV usage fell by 3.7%, while cable TV usage dipped by 2%.
The study saw that Netflix, YouTube, Hulu, and Amazon all increased their monthly viewing shares. Netflix holds on to the lead with 7.7% of the total share. Among the platforms, Disney+ and HBO Max had the smallest share, with 1.8% and 1% respectively.
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Newer players like Paramount+, which is now bundled with a Walmart+ subscription, were combined to take up a total of 10.2% of the pie.
HBO Max recently confirmed that it will be removing 36 titles, including 20 originals, from its content lineup. This is part of a series of changes that the platform has been implementing in preparation for its coming merger with the other streaming property of Warner Bros. Discovery, Discovery+.
“As we work toward bringing our content catalogs together under one platform, we will be making changes to the content offering available on both HBO Max and discovery+,” according to HBO Max in a statement. “That will include the removal of some content from both platforms.”
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