Streaming services now command a greater share of viewers than cable, data published by Nielsen show.
That means apps like Netflix and other streaming platforms capture 38% of all television viewing, compared with 31% for traditional cable, the data show.
In a sign of streaming's rapid rise, as recently as May 2021, the shares were 26% for streaming and 39% for cable.
But as of June, YouTube alone comprised nearly 9% of all TV usage, while Netflix captured 8.2%.
Netflix on Wednesday touted the overall jump in streaming as a percentage of all TV viewing in its quarterly letter to shareholders.
"Consumers have so many amazing entertainment choices — from movies and TV shows to sports and news to gaming and social media just to name a few," the company said. "We expect that competition will remain intense, including within streaming."
Read the full story on NBCNews.com here.
Feeling out of the loop? We'll catch you up on the Chicago news you need to know. Sign up for the weekly Chicago Catch-Up newsletter.
