Streaming platforms beat out linear broadcast and cable channels in viewership by double digits in May, according to data from Nielsen.
While overall TV usage was down just slightly on a monthly basis, the researcher found streaming hauled in 38 percent of all viewership, compared to 28 percent on cable and 22 percent on broadcast.
YouTube took the largest share of audience in May, earning 9.7 percent of total audience and beating out Netflix, which took in 7.6 percent on the heels of its recent push into live events.
Nielsen’s report noted that despite NBA playoff games accounting for the top six cable telecasts in May, “the conclusion of the NCAA basketball tournament combined with fewer televised sporting events in general contributed to a larger drop in cable viewing.”
The numbers are a further warning sign for major legacy media brands, many of which have struggled to fight off major streamers for advertising and audience share particularly around live sports and entertainment.
Major broadcasters are hoping major events such as the two coming presidential debates and the Olympic Games later this summer will help buck the trend of increased cord-cutting or help drive subscription rates on their direct-to-consumer streaming offerings.