Nielsen’s “Gauge” report for July showed that streaming contributed nearly half of all TV viewing in the U.S. and was above broadcast and cable’s viewership combined.
The report, which is a monthly snapshot of total broadcast, cable, and streaming consumption via TV, showed that time spent streaming accounted for 47.3% of total TV viewing in July.
“Driven by an influx of streaming options across platforms, streaming usage trended upward slightly,” Nielsen said in its report on Tuesday.
YouTube (NASDAQ:GOOG) (NASDAQ:GOOGL) maintained its lead in streaming with a 13.4% share, followed by Netflix (NASDAQ:NFLX) with 8.8% and Disney (NYSE:DIS) with a 4.7% share.
Within the streaming category, Netflix had eight of July’s top 10 titles. Squid Game was the most watched title with 5.4B viewing minutes in streaming. Peacock’s Love Island USA was the runner-up with 5.3B viewing minutes.
TV Gauge report July 2025 (Nielsen) 
Cable made up 22.2% of total TV viewing in July; broadcast’s share was 18.4%; and TV viewing via other sources had a 12.1% share.
“Broadcast and cable were each affected by standard summer programming slates, which remained light on sports and original shows before those return on a larger scale in the fall,” the report said.
Broadcast viewing was slightly helped by an increase in news viewing, which was illustrated by ABC World News Tonight, and MLB Home Run Derby on ESPN was the top cable telecast for July.
Pay TV distributors: Comcast (NASDAQ:CMCSA), Charter (NASDAQ:CHTR), Dish Network (NASDAQ:SATS), Verizon FiOS (NYSE:VZ), Optimum/Suddenlink (NYSE:ATUS), Atlantic Broadband (OTCPK:CGEAF), Sparklight (NYSE:CABO).
Relevant local broadcast tickers: Nexstar Media Group (NASDAQ:NXST), Sinclair Broadcast Group (NASDAQ:SBGI), Gray Television (NYSE:GTN), Tegna (NYSE:TGNA), E.W. Scripps (NASDAQ:SSP).
National broadcasters: ABC (NYSE:DIS), NBC (NASDAQ:CMCSA), CBS (NASDAQ:PSKY), Fox (NASDAQ:FOX) (NASDAQ:FOXA).
Ad-tech names tied to connected TV: The Trade Desk (NASDAQ:TTD), Magnite (NASDAQ:MGNI), PubMatic (NASDAQ:PUBM), Criteo (NASDAQ:CRTO), Roku (NASDAQ:ROKU), Illumin (OTCQB:ILLMF).