July saw a surge in television viewing fueled by the excitement of major sports events. The final stages of the Euro 2024 football tournament and the opening of the Olympic Games in Paris captivated audiences, making these events the most-watched programs of the month.
The share of streaming viewing also saw an upward trend, reaching 8.6% of total TV viewership, up from 8.3% in June. This continued growth highlights the increasing popularity of online entertainment platforms.
YouTube maintained its position as the leading streaming platform for the second consecutive month, with its share remaining at 2.1%. Netflix saw a slight increase in its share, gaining 0.2 percentage points to reach 1.9% of video content viewing on TV in July. This suggests that both platforms are actively competing for viewers' attention.