TV Viewership Shifts in August: Streaming Declines, Broadcast and Cable Make a Comeback

Linear TV viewership experienced a slight recovery in August, accounting for 50.6% of total TV usage, with broadcast seeing its first gain since January. Variety programming and sports events contributed to the boost. However, compared to the previous year, linear TV viewing declined by 5.5% for broadcast and 10.6% for cable. Streaming remained the largest share of television at 38.3%, although it experienced a slight decline due to students returning to school. Peacock saw the largest increase among streamers, while Suits dominated streaming with the most minutes viewed.