Streaming has hit a new high on the American viewing charts. According to the latest Nielsen data, streaming services were responsible for 40.3 percent of daily TV viewing in June 2024. It's a banner result for streaming video, which first overtook cable in Nielsen ratings back in 2022. The June result marks not only the biggest share recorded for streaming since Nielsen added it as a tracked category on The Gauge report, but it is also the largest share Nielsen has ever recorded for a single viewership category. Cable TV secured 27.2 percent of American viewing for the month, followed by broadcast TV at 20.5 percent.

YouTube was the favorite streaming platform with 9.9 percent of the monthly usage, followed by Netflix at 8.4 percent. The summer sensation of Bridgerton helped boost Netflix's performance; the costume drama was responsible for a staggering 9.3 billion minutes of viewing during the month. There's a notable drop after those two services, with Amazon's Prime Video securing 3.1 percent, and companion platforms Hulu and Disney+ coming in with 3 percent and 2 percent shares, respectively.

In case those streaming figures seem low, it's important to note that Nielsen tracks viewing only on television screens. That means the vast number of hours Americans spend streaming shows on their phones and tablets isn't part of this accounting.

While streaming continues to draw ever-more eyeballs, executives are more focused on drawing in dollars. Another report, this one from analyst PricewaterhouseCoopers, projected that advertising would be responsible for about 28 percent of global streaming revenue. In 2023, the ad share was 20 percent.

The report credited that shift to the growth rate of subscription revenue stalling out. "Usage and consumer uptake of the core offering is continuing to increase — albeit at a lower rate than in recent years – but companies are having greater difficulty getting people to pay more for digital goods and services," PwC said. "As the number and range of streaming services proliferate, a form of market saturation has begun to kick in." In response, recent years have seen many of the top video streaming services, including Netflix, Disney+ and Amazon Prime Video have introduced hybrid models that offer lower monthly subscription costs in exchange for viewers watching ads. If the PwC forecast is accurate, we can expect other platforms to follow suit.

Most subscription sites use "dark patterns" to influence customer behavior around subscriptions and personal data, according to a pair of new reports from global consumer protection groups. Dark patterns are "practices commonly found in online user interfaces [that] steer, deceive, coerce or manipulate consumers into making choices that often are not in their best interests." The international research efforts were conducted by the International Consumer Protection and Enforcement Network (ICPEN) and the Global Privacy Enforcement Network (GPEN).

The ICPEN conducted the review of 642 websites and mobile apps with a subscription component. The assessment revealed one dark pattern in use at almost 76 percent of the platforms, and multiple dark patterns at play in almost 68 percent of them. One of the most common dark patterns discovered was sneaking, where a company makes potentially negative information difficult to find. ICPEN said 81 percent of the platforms with automatic subscription renewal kept the ability for a buyer to turn off auto-renewal out of the purchase flow. Other dark patterns for subscription services included interface interference, where desirable actions are easier to perform, and forced action, where customers have to provide information to access a particular function.

The companion report from GPEN examined dark patterns that could encourage users to compromise their privacy. In this review, nearly all of the more than 1,000 websites and apps surveyed used a deceptive design practice. More than 89 percent of them used complex and confusing language in their privacy policies. Interface interference was another key offender here, with 57 percent of the platforms making the least protective privacy option the easiest to choose and 42 percent using emotionally charged language that could influence users.

Even the most savvy of us can be influenced by these subtle cues to make suboptimal decisions. Those decisions might be innocuous ones, like forgetting that you've set a service to auto-renew, or they might put you at risk by encouraging you to reveal more personal information than needed. The reports didn't specify whether the dark patterns were used in illicit or illegal ways, only that they were present. The dual release is a stark reminder that digital literacy is an essential skill.