The news: Streaming captured a record 47.3% of total US TV viewing in July, according to Nielsen. That’s up from 46% in June and well above the 41.4% share from a year earlier, putting streaming within striking distance of claiming half of all TV use.

Key takeaways:

• YouTube hit a new high. The platform grew 2% MoM to reach a 13.4% share of TV viewing, its highest level yet. Growth was strongest among 18–24-year-olds, with viewership up 8%.
• Netflix surged as well. Viewing jumped 5% MoM to an 8.8% share, also a record. Netflix dominated the top 10 streaming titles, accounting for 80% of the list, led by “Squid Game” with 5.4 billion minutes viewed.
• Other streamers gained ground. The Roku Channel rose 7.5% to a record 2.8% share, the strongest growth of any platform. Peacock matched its non-Olympics record at 1.6%, fueled by “Love Island USA” (5.3 billion minutes viewed). Disney’s services collectively hit 4.7%, and Prime Video held 3.8%.
• Linear TV declined. Cable fell to 22.2%, down from 23.4% in June, as news (-11%) and sports (-17%) slumped without the NBA Playoffs. Broadcast held flat at 18.4%, a new low in Nielsen’s Gauge rankings.

Why it matters: Streaming has become the go-to for both everyday viewing and cultural tentpoles, with franchises and creator ecosystems driving record engagement as linear TV leans heavily on a dwindling lineup of marquee events.

Yes, but: Slower growth could be ahead. Consumers are wary of rising prices, subscription fatigue, and missing out on key content.

• Nearly 3 in 10 North American adults say they returned to pay TV after cutting the cord to watch major live events, per TiVo; about 1 in 4 specifically cited live sports as the main draw.
• Only 9.1% have six or more subscriptions, per Attest.

Our take: Streaming has become the default home for both daily viewing and mass hits, fundamentally reshaping TV’s competitive balance. With YouTube and Netflix leading the way, the question isn’t whether streaming will surpass half of TV use—it’s how quickly the gap between streaming and linear will widen from here.

To capture attention, brands should shift media dollars toward platforms with proven engagement and investment in connected TV (CTV)—like YouTube and Netflix—where scale, algorithmic discovery, and creator-driven content are pulling viewers away from linear TV.