Broadcast TV Losing Ground to Streaming as Young Viewers Shift Preferences

This past week revealed two significant milestones that shed light on the changing landscape of broadcast television in the media industry. A report from Nielsen indicated that viewers in June spent more time watching streaming services than they did on combined broadcast and cable television. This trend, which began in May, continued to grow significantly in June.

Additionally, for the third consecutive week, Fox News Channel garnered more viewers during prime-time weeknights than the main broadcast networks ABC, CBS, NBC, and Fox entertainment.

For media executives, the future of in-home entertainment has long been tied to streaming services. Now, that future has undeniably arrived.

In June, streaming services, particularly YouTube and Netflix, dominated Americans’ TV time, comprising 46% of viewership. Cable television networks followed at 23.4%, with broadcast TV falling below 20% for the first time ever at 18.5%.

The increase in streaming viewership in June was driven by the end of the school year for young people, allowing them more time to watch popular Netflix series like “Ginny & Georgia” and “Squid Game.” In fact, about two-thirds of individuals aged 6 to 17 opted for streaming over traditional TV.

While the shift towards streaming is evident, it doesn’t spell doom for broadcast television. Months like June and July typically see lower viewership, but that will change with the start of football season and the return of original episodes of TV shows, according to Brian Fuhrer, Nielsen’s senior vice president for product strategy and thought leadership.

Media companies are adapting to this changing landscape by spreading their content across various platforms, giving viewers more choices. The rise of YouTube, which serves as a gateway to traditional TV for many, has also contributed to the growth of streaming services.

Fox News’ consistent success in viewership over the broadcast networks is noteworthy, especially as it has surpassed its performance in previous years. Despite having an older audience demographic, Fox News has capitalized on periods typically low in viewership for broadcast networks.

In conclusion, the balance of power in the media world is shifting towards streaming services, marking a new era of entertainment consumption.