For the first time, less than half of all TV usage in July came from people watching broadcast and cable
, which also noted that cable’s share of the whole TV usage pie also fell below 30 percent for the first time ever. Combined with 20 percent going to cable, that left about 50.3 percent of all TV usage for streaming services and “other” —meaning, again, that more people spent July using their TVs to stream stuff or play Xbox than watch broadcast TV or cable.
That might not be a big deal to the corporations that own a network and a streaming service, like how Disney has ABC and Hulu/Disney+ and NBCUniversal has NBC and Peacock, but if the market share is already skewing in this direction, then the strikes are going to start putting more and more of a strain on the companies that aren’t also running streamers—which could, in theory, sow some discord among the AMPTP companies that the actors and writers are striking against.
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