Overall streaming accounted for 28% of all U.S. TV viewing in August, according to Nielsen, compared with 24% for broadcast and 36% for cable. It was the first month of flat streaming performance relative to the month before since Nielsen began releasing its Gauge measurement of viewing patterns in May.<\/p>\n
The company cited back-to-school season as a headwind for streaming. Children between 6 and 17 years old viewed 7.5% less programming across the board, and that age group skews toward streaming.<\/p>\n
Overall TV viewing ticked up a half a percentage point compared with July, as the Tokyo Olympics drove a 2.9% increase for broadcast TV. Other standout events on broadcast and cable included the Field of Dreams<\/em> game played in Iowa and the Hall of Fame game, the annual preseason contest kicking off the year’s NFL action.<\/p>\n While Netflix remains the top draw in terms of streaming sources, it was outmatched by a grab-bag “other category.” Nielsen said many adult-oriented niche services are reflected in the tally, which gained one percentage point from its July level. Other market-share stats among top streaming outlets remained unchanged between July and August.<\/p>\nWatch on Deadline<\/h3>\n<\/p>\n