Streaming surpasses traditional TV for first time as Netflix and Prime Video dominate screens
Some 44.8 per cent of TV viewership was through the newer media platforms.
It compares with 20.1 per cent watching terrestrial TV — known as broadcast — and 24.1 per cent tuning in to cable such as Sky.
It is the first time streamers have surpassed the combined total of their rival categories.
Big titles such as Clarkson's Farm on Prime, Andor on Disney+ and Netflix's final season of dark thriller You have helped boost the platforms' figures.
The milestone marks a steady shift which has seen a near-doubling of streaming viewership since 2021 when it made up 26 per cent of TV use.
Cable then dominated with 39 per cent while broadcast was on 25 per cent, figures reveal.
YouTube holds the biggest share for the streamers at 12.5 per cent.
Others contributing to the domination were Paramount (2.2 per cent) Warner Bros Discovery (1.5 per cent) and Peacock (1.4 per cent).
Karthik Rao, boss of data specialists Nielsen, which launched its Gauge report on viewing statistics in May 2021, said: 'It's a credit to media companies.
'They have deftly adapted their programming strategies to meet their viewers where they are watching TV, whether it's on streaming or linear platforms.'
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