Netflix is #1 on Americans’ favorite list, followed by YouTube and Hulu.
streaming surpassed pay-TV and became the preference of 34.8% of North Americans in July. Netflix leads the industry, with 8.0% of the total audience. Data is from the media research company Nielsen released on Thursday (18.Aug.2022).
The popularity of streamings in the US had been on a consecutive rise since March this year. This was the first time that it overtook pay-TV, which maintained the preference of 34.4% of North Americans.
Then came open TV, which was the 1st option for 21.6% of people in the US last month. Index has been in steady decline since January this year.
Read the chart with US TV audience data in July:
When searching for content in the streaming, a greater share of people opted for Netflix (8.0%). According to Nielsen, the index rose driven by the launch of new seasons of the series “Stranger Things”, “Virgin River” and “The Umbrella Academy”. The movies “hidden agent” and “the beast of the sea” also contributed to the rise.
Next, the preference was for YouTube (7.3%), Hulu (3.6%), Prime Video (3.0%), Disney+ (1.8%) and HBO Max (1.0%). Other platforms added up to 10.2%.
The study justifies the change in the preference of North Americans with the deceleration of content production and the reduction of sports programming on traditional TV.
The choice of open channels dropped 0.8 percentage point from June to July. In the annual comparison, the fall was of 9.8%. The main reason, according to the research, would be the end of the playoffs the NHL and the NBA in June.
In pay TVs, in the annual comparison, the fall was 8.9%.
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