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For the first time in history, streaming services are watched more than cable TV

For the first time in history, streaming services like Netflix and Disney+ had more viewers than cable TV. The achievement has made streaming the most popular way to consume content, according to analytics firm Nielsen.

In July, streaming services accounted for 34.8% of the audience. Cable television lagged behind them quite a bit with 34.4%. The remaining 21.6% of viewers watched on-air TV. Analysts attribute the change in leadership to both the lack of new content on cable TV and the rise in new movies and shows on streaming platforms.

Watch time on streaming services increased by 22.6% compared to July 2021 to 190.9 billion minutes per week. Nielsen notes that this is even more than at the peak of the pandemic in July 2020 (169.9 billion minutes).

The report also ranks different platforms by popularity. The most popular category was "Other platform" with a share of 10.2%. In second place is Netflix with an 8% share, followed by YouTube with 7.3%, Hulu with 3.6%, Amazon Prime Video with 3%, Disney+ with 1.8% and HBO Max with 1%.

Netflix share increased 8% as viewers watched nearly 18 billion minutes of Stranger Things, as well as nearly 11 billion minutes of Virgin River and The Umbrella Academy. Umbrella Academy). The Gray Man and The Sea Beast added about 5 billion more minutes. Hulu's share was helped by the new seasons of "Only Murders in the Building" (Only Murders in the Building) and "The Bear" (The Bear), which together collected 3 billion minutes of viewing. Amazon Prime Video's "The Terminal List" and new episodes of "The Boys" hit more than 8 billion minutes watched on Amazon Prime Video.

Finally, it's worth mentioning that Nielsen only tracks viewing data on TVs. The firm's stats do not include mobile or desktop views, which would likely boost the streaming service's performance even further.

For the first time in history, streaming services are watched more than cable TV