Events like the NBA Finals and the opening of the Olympics help over-the-air TV grow slightly; streaming also posts an uptick for the month.
Broadcast networks increased their share of the full TV audience — albeit ever so slightly — in July, according to Nielsen’s newest survey of cross-platform TV usage.
Events like the NBA Finals, baseball’s All-Star Game and the first couple days of the Olympics likely helped broadcasters grow their audience share to 24 percent in Nielsen’s Gauge survey for July. That’s up one percentage point. Also worth noting: The measuring period for July ended July 25, meaning most of the impact for the Olympics will come in the report for August.
Streaming also edged up, capturing 28 percent of viewers’ time for July. Streaming’s share has grown by a point in each month since Nielsen’s initial Gauge report in May. Cable remains the largest consumer of viewers’ time with 38 percent in July, though it was down two points form 40 percent the previous month. Other TV usage, including gaming and physical media playback, accounts for the remaining 10 percent.
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