1. 닐슨, 스트리밍은 미국 TV 시청의 절반을 차지하며 방송·케이블은 사상 최저 추락.
  2. 암페어 K콘텐츠는 글로벌 흥행 정상에 올랐지만, 제작 발주와 투자 규모는 급격히 위축.
  3. 넷플릭스 의존을 넘어 AI·엔터테크·FAST 기반의 새로운 미디어 생태계 구축이 절실.
  4. 콘텐츠 허브를 넘어 생산과 소비, 유통의 힘을 가진 '글로벌 미디어 허브'로 성장하는 법
  5. Streaming now accounts for nearly half of all U.S. TV viewing, led by YouTube and Netflix, while broadcast and cable hit record lows.
  6. K-content continues to top global charts, yet new commissions for scripted dramas have dropped sharply amid rising production costs.
  7. To sustain growth, Korea must reduce its dependence on Netflix and build a diversified media ecosystem powered by AI, Entertainmnent Tech, and FAST.

US TV Viewership Hits Streaming Tipping Point as K-Content Faces Production Paradox

Netflix dependency at 88% while global commissions plummet 43%
'Squid Game 3' tops charts amid Korean producers' survival crisis

Streaming Captures 47.3% of US TV, Traditional Media Collapses

The American television landscape has fundamentally transformed. According to Nielsen's July Gauge™ report, streaming claimed 47.3% of total TV viewing, marking its sixth consecutive monthly record. This represents a dramatic 6-percentage-point surge from 41.4% in July 2024.

Traditional media hit historic lows: broadcast television fell to 18.4% while cable dropped to 22.2%. YouTube (13.4%) and Netflix (8.8%) alone now equal cable's entire market share.