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Broadcast and cable made up less than 50% of TV usage in July

TV Cable Chart - AXIOS
Thought Leader: Sara Fischer
August 16, 2023
Source: AXIOS

Broadcast and cable usage fell below 50% of total TV usage in the U.S. for the first time last month, the lowest linear total to date, according to Nielsen’s latest viewership data from its monthly survey, The Gauge.

Why it matters: The lack of major sporting events in July took a toll on traditional TV networks, which still hold the majority of major sports broadcast rights.

By the numbers: Both broadcast and cable saw all-time usage lows last month, per Nielsen.

What’s next: Entertainment giants now need to wrestle with what to do with their linear TV assets, given the increasing pace of cord-cutting in the U.S.

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