Is this considered cheating?

[Been There]

Of course he says it isn't cheating .. he NEEDS it to not be cheating.

Do you want to know who defines what is cheating and what isn't? The other person.
If if feels like cheating to you, then it IS cheating.
And if he wants to keep you, he will stop doing things that make you feel this way.

His choice. You've told him how you feel, and he either wants to keep you or he doesn't.
Don't get sidetracked by the argument of whether or not it is cheating .. that's just to keep you off-balance.
The fact is that YOU need him to NOT do that .. and if he won't stop, then he doesn't want you very much, and you need to leave and find someone who DOES want you enough.