FOR 1ST MONTH EVER, STREAMERS RULE BROADCAST, CABLE NETWORKS

This summer has been a breakthrough for streaming, with the time viewers spent watching services like Netflix and Hulu outpacing broadcast and cable television networks in July for the first month ever.

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Viewers spent 35% of their time with streamers, 34% on cable networks and 22% watching broadcast television last month, the Nielsen company said. Video on demand or DVD playback accounted for much of the other time.

July is an unusual month — broadcast TV is essentially on vacation with little live sports or scripted programming and a prime-time schedule clogged with game shows — but it’s a clear indication of how rapidly the business is changing.

“It was inevitable,” said David Bianculli, professor of television studies at Rowan University and critic on NPR’s “Fresh Air.” “I knew it had to happen, but I didn’t know it would happen as quickly as it did.”

Streaming’s audience share in July was up 23% compared to July 2021, Nielsen said. Broadcast television’s share was down 10% and cable down 9%.