VIACA - Broadcast bounces back in new Nielsen TV Gauge but streaming marches on

The latest update to Nielsen's "Gauge" snapshot of TV viewing shares across broadcast, cable and streaming services shows traditional broadcast TV recapturing some viewers - but streaming still continues its steady march higher. Broadcast ticked up to 24% share, thanks largely to timing of sports: the return of some high-profile events along with the opening weekend of the Tokyo Olympics. Streaming also picked up a share point, to 28%, which means the gains came out of Cable (down to 38%, still leading among options, but declining). And when August captures more of the Olympics, that may mean still more share moving to Broadcast from Cable - though some fizzling ratings recorded for the Olympics might put a damper on that effect. “Behind the scenes, sports also likely impacted streaming’s share," says Nielsen's Brian Fuhrer. "This includes many of the Olympics highlights clips, which were posted on YouTube, where we saw

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Broadcast bounces back in new Nielsen TV Gauge, but streaming marches on