Summer vacation for millions of kids and teenagers began in June, and with that came a sizable leap in screen time — enough, in fact, to push streaming platforms to their highest share ever in Nielsen’s monthly snapshot of TV usage.
Streaming represented 37.7 percent of all TV use in June, a high since Nielsen began releasing its Monthly Gauge reports in 2021. Streamers gained 1.3 percentage points compared to May, while cable (30.6 percent of TV usage) fell by half a point and broadcast networks (20.8 percent) slipped by two points vs. the previous month. Other TV use — including video came console play and physical media playback — increased from 9.7 percent in May to 10.9 percent in June.
Nielsen notes that the 2-11 and 12-17 age groups increased their TV use by 16 percent and 24 percent in June, a reflection of extra free time provided by the end of the school year. Young TV users spent more than 90 percent of their increased TV time…