NBA Finals, Tokyo Olympics Fuel Broadcast, Streaming Viewing Share Gains in July

Cable usage falls, but still remains the top overall category

The Summer Olympics ratings were down dramatically, but the Olympics did give a boost to broadcast and streaming viewing in July.

Both broadcast and streaming gained overall viewing share in July, according to The Gauge, Nielsen’s new monthly snapshot of total usage of television (TUT) for broadcast, cable, streaming and other sources.

Broadcast gained one point from June, increasing to 24% of overall TV usage in July, while streaming also saw a one-point gain, to 28%. Cable, meanwhile, dropped from 40% to 38% for the month, but easily remained the No.

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