Nearly two years after surpassing cable to become the most popular method of watching TV, the popularity of streaming continues to climb, constituting a record high of 38.8% of all TV viewing in May, according to Nielsen.
With warm weather approaching, overall TV usage usually declines and indeed, viewing was down just slightly on a monthly basis (-2.4%), but a year-over-year comparison showed a slight increase in time spent watching TV in May (+1.4%). Across viewing categories, streaming exhibited the most growth, adding 0.4 pt. to its share of TV usage to record a new high watermark of 38.8%. Streaming usage climbed 8% compared with May 2023, and the category has added 2.4 share points to its share of TV.
