The summer of streaming: Kids and ‘Bridgerton’ help June set a viewership record
School’s out and streaming is in. Streaming platforms accounted for a record 40.3% of all TV usage in June, according to Nielsen data. That’s the largest share of the viewing pie for Netflix, YouTube and their ilk since the audience measurement firm began reporting the percentage figures in June 2021. Streaming viewership rose 6% from May levels, Nielsen said this week. The main reason for the increase will come as little surprise to parents. With the school year ending in June throughout most of the U.S., children and teenagers have more time to watch their favorite shows. The swell in viewing was much greater among children ages 2 to 11 — up 16% — than for the general population, a reflection of the generational shift in TV habits. “[Streaming] defines TV for them,” said Bill Hague, executive vice president for Magid, a media consulting firm. Nielsen cited double-digit leaps month to month for family-focused Disney+ (up 14.8%), as well as Tubi (14.7%), Netflix (11.8%) and Max (11.0%), all with younger viewers accounting for much of the bounce. Netflix saw the trend continue as its internal