YouTube remained the top streaming service in August with 13.1 percent of total television use, though its share slipped 0.3 points from July. Netflix followed at 8.7 percent, also easing back by 0.1. Disney’s group of platforms, which includes Disney+, Hulu SVOD, and ESPN+, declined by the same margin to close at 4.6 percent.
Prime Video stood out as the only major service to improve, edging up 0.1 to reach 3.9 percent. The Roku Channel stayed level at 2.8 percent, while Tubi held steady at 2.2 percent. Paramount’s services, Paramount+ and Pluto TV, remained unchanged at 2 percent. At the lower end, Peacock fell 0.2 to 1.4 percent, and Warner Bros. Discovery’s mix of HBO Max and Discovery+ dipped 0.1 to the same level. Smaller platforms grouped under “Other Streaming” also lost ground, falling 0.2 to finish with 6.4 percent.
Streaming’s First Setback in Months
Altogether, streaming held 46.4 percent of television viewing in August. That figure was down 0.9 points from July and marked the first decline after six months of uninterrupted growth. The slowdown was linked in part to the lack of live sports during the summer period, with college football absent from schedules.
Linear Platforms Rebound
While streaming slipped, broadcast and cable moved in the opposite direction. Broadcast rose 0.7 points to 19.1 percent, and cable gained 0.3 to 22.5 percent. Both segments had been declining since May, making August the first month of recovery for linear viewing. Combined, broadcast and cable reached 41.6 percent of television use. The gap between linear and streaming narrowed as a result, shrinking from 6.7 points in July to 4.8 in August.
Other Viewing and Reporting Cycle
The “Other” category, which includes gaming and DVD playback, accounted for 12 percent of television activity, slipping by 0.1 point. The August reporting period spanned five weeks, running from July 28 through August 31. Nielsen aligns these intervals with the broadcast calendar, starting each cycle on a Monday.
A Competitive Streaming Landscape
The August snapshot showed streaming still well ahead of traditional television, but the picture inside the category was uneven. YouTube held the lead, Netflix stayed in second, and Prime Video was the only major platform to improve its standing. Losses at Peacock, Warner Bros. Discovery, and smaller services highlighted the pressure of competing in a crowded field, especially when seasonal programming shifts alter the balance of viewing.
Notes: This post was edited/created using GenAI tools.
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