For years, the TV industry followed a predictable programming schedule of fall premieres, spring finales, and summer reruns. Think Grey’s Anatomy, The Office, and Friends. That approach worked for broadcast TV, and while it still has its place, it no longer represents the evolved landscape of television.
Streaming has changed the game. Platforms like Netflix, Disney+, Prime Video, and Max don’t follow the same playbook. Some of the biggest shows now drop in the summer, like Outer Banks and Stranger Things on Netflix, The Summer I Turned Pretty on Prime Video, and House of the Dragon on Max. This upcoming summer, The Bear season 4 comes to Hulu and Dexter: Resurrection releases on Paramount+.
Streaming platforms have learned that not only is there a demand for summer content, but streaming consumption can actually peak during the dog days of summer.
Let’s look at last summer. According to Nielsen’s June 2024 report, streaming accounted for 40.3% of total TV usage (Cable 27.2%, Broadcast 20.5%, Other 12%), breaking the previous single category record set by cable in 2021. The next month, July 2024, streaming made history again, accounting for 41.4% of all TV viewing, the new highest single category share Nielsen has ever recorded.
People are watching more TV in the summer, in part, because consuming television has never been more convenient. Whether at home or on vacation, people can stream their favorite shows from their phones and tablets. Summer travel no longer signals a break from TV access.
Ultimately, the rise of streaming services, coupled with the release of major shows and the accessibility of content, has transformed summer. For advertisers, this presents an opportunity to invest in CTV/OTT year-round.
If you are still thinking about summer as a timeout, it’s time to rethink your game plan. The playbook has changed, and advertisers who adapt can win big.
Brkthru’s digital pros can help you make the most of summer streaming – let’s talk.