U.S. viewers devoted a record 47.3% of their television time to streaming in July, up 1.3 percentage points from June and 5.9 points from a year earlier, according to Nielsen’s latest Media Distributor Gauge. The milestone widens streaming’s lead over the combined 40.6% share held by traditional broadcast and cable, underscoring the shift in audience habits during a summer lull in live sports and new scripted programming. Alphabet’s YouTube remained the most-watched individual platform, climbing to an all-time high 13.4% of total TV usage. Netflix followed at 8.8%, also a record, buoyed by releases such as “Quarterback” Season 2. Disney’s portfolio of Disney+, Hulu SVOD and ESPN+ held 4.7%, while Amazon’s Prime Video reached 3.8%. Roku Channel notched a record 2.8%, outpacing peers including Paramount+, Peacock and HBO Max. Cable’s share fell to 22.2%, a 1.2-point drop from June and a sharper slide than broadcast television, which slipped 0.1 point to 18.4%. Nielsen attributed cable’s steeper erosion to the absence of major sporting events such as the NBA postseason. The data bolster expectations that streaming could soon cross the symbolic 50% threshold of U.S. TV viewing if current trends persist.