It is definitely a battle between the past and the present, and like in many instances, the past is backing off to make space for the present and the future. By now, everyone knows that streaming is the future of entertainment. But how far is it from completely overtaking linear cable?
According to data provided by Nielsen’s The Gauge, streaming accounts for 40.3% of all TV usage. This is the highest ever since The Gauge started in 2021.
And which platform takes the biggest share?
It’s YouTube.
The data suggests that YouTube takes up 9.9% of the entire 40.3%, which is quite expected. The user base of YouTube is global, and the free amenities make it the perfect choice. The trend suggests that the freebie model will easily make fans prioritize the experience.
The summer vacation of kids contributed significantly to the rise in OTT consumption. Streaming viewership rose 6% from May, hitting 38.8%, its previous peak. Children aged 2-11 led this surge with a 16% increase, likely due to summer break.
Though OTT is taking up a big chunk of TV usage, it is far from the period where we can pronounce the death of linear cable. It is still relevant, and despite being used less often, traditional television remains important.