After six months of continuous growth, the percentage of people watching streaming experienced a month-to-month decline in August. Meanwhile, the broadcast and cable linear segments showed some life as they both registered gains, disrupting a downward trend that had existed since May.

According to Nielsen’s Media Distributor Gauge, streaming remained the preferred TV viewing format, accounting for 46.4% of usage in August. It fell by -0.9% from July, showing some vulnerability, particularly due to its lack of live sports, such as college football.

Broadcast saw the sharpest rise in consumption as it jumped by +0.7% f rom the previous month to stand at 19.1%. Meanwhile, cable jumped up by +0.3% to finish with 22.5% for the month of August.

The linear segment of broadcast and cable had

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