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Cable seems to be losing steam.

Per the latest data from Nielsen, and echoed by Bloomberg, subscribers to streaming services like Netflix and Hulu accounted for 34.8% of all TV consumption in July, beating out cable in an industry first. Cable TV only totaled 34.4% last month, while broadcast viewing was “a distant” 21.6%.

Here’s what Nielsen also shared, according to Bloomberg’s report:

Audiences watched an average of 190.9 billion minutes per week of streamed content in July, Nielsen said. That passed the tally for April 2020, when people were stuck at home because of the pandemic. While consumers spent almost 23% more time streaming, cable and broadcast viewing slumped.

Nielsen describes itself as “a global leader in audience measurement, data and analytics, shaping the future of media.”

Source: Bloomberg

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