Streaming continued its upward trajectory in April, but linear TV platforms also saw an increase in their share of viewing time.
Nielsen’s monthly Gauge report shows streaming taking up 44.3 percent of all TV use in the United States, up from 43.8 percent in March. The April period (which ran from March 31-April 27 in Nielsen’s books) is the third straight month in which streaming platforms set a new high in share of TV use.
Streamers did not steal viewing time from cable or broadcast outlets, however, as both improved a little on their March numbers. Cable accounted for 24.5 percent of all TV use in April (vs. 24 percent in March), and broadcast networks had 20.8 percent (up from 20.5 percent a month earlier). Other TV usage (including gaming and physical media viewing) fell from 11.7 percent in March to 10.3 percent in April.
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