Streaming Leveled Off In August Amid Olympics Tune-In And Kids’ Return To School, Nielsen Reports
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deadline.comOverall streaming accounted for 28% of all U.S. TV viewing in August, according to Nielsen, compared with 24% for broadcast and 36% for cable.
It was the first month of flat streaming performance relative to the month before since Nielsen began releasing its Gauge measurement of viewing patterns in May.The company cited back-to-school season as a headwind for streaming.
Children between 6 and 17 years old viewed 7.5% less programming across the board, and that age group skews toward streaming.Overall TV viewing ticked up a half a percentage point compared with July, as the Tokyo Olympics drove a 2.9% increase for broadcast TV.
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