Streaming services reached a new milestone last month, according to recently released Nielsen ratings.

In July, YouTube became the first streaming platform ever to account for more than 10% of total TV usage. Month-over-month, YouTube usage increased by 7%, accounting for 10.4% of total TV usage for the month.

Overall, streaming continues to show remarkable strength, accounting for 41.4% of TV viewing, while broadcast and cable viewing continues to decline. In July 2023, linear TV viewing (broadcast/cable) fell below 50% for the first time, and a year later it continues to decline, accounting for 46.7% of viewing in July 2024.