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# World Cup and streaming push TV usage up in Nielsen’s usually slow July
- URL: https://www.medianexis.com/world-cup-and-streaming-push-tv-usage-up-in-nielsens-usually-slow-july/
- Published: 2026-09-11T00:19:57.000Z
- Updated: 2026-09-11T00:19:57.000Z
- Description: Nielsen’s July Gauge shows total TV usage rose 2.2% versus a typical summer decline, as the World Cup final and Peacock’s Love Island USA drove streaming to 49.0% of TV and YouTube to a record 14.2%.
- Author: Fabric.Media Editorial
- Tags: Streaming, Nielsen July Gauge report on TV usage and World Cup

**Why it matters.** Buyers now have a live-sports counterexample to the usual summer ratings slump, strengthening the case for premium pricing on marquee live events across broadcast and streaming.

*Signal from* [*nielsen.com*](https://nielsen.com/?ref=medianexis.com) *·* [*read the original*](https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/?ref=medianexis.com)*.*