Broadcast and cable made up less than 50% of TV usage in July, 2023

Broadcast and cable usage fell below 50% of total TV usage in the US for the first time in July 2023, the lowest linear total to date, according to Nielsen's latest viewership data from its monthly survey, The Gauge. The lack of major sporting events in July 2023 took a toll on traditional TV networks, which still hold the majority of major sports broadcast rights. Both broadcast and cable saw all-time usage lows. Cable's share specifically fell below 30% for the first time. Streaming, meanwhile, garnered a record 38.7% of total TV usage in July. Entertainment giants now need to wrestle with what to do with their linear TV assets, given the increasing pace of cord-cutting in the US.