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Streaming surpasses broadcast and cable TV viewing in US for first time
Streaming captured 44.8 percent of U.S. TV viewership in May, surpassing cable and broadcast for the first time, says Nielsen.
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Reuters - Tue, 17, Jun 2025
- 14:26 EDT
- 8
The logo of Netflix the American provider of on-demand Internet streaming media is seen during a photocall in Paris, France, April 29, 2025. / REUTERS/Gonzalo Fuentes/File Photo
Streaming services, which have been steadily gaining in popularity, have finally dethroned broadcast and cable television in the U.S., winning more viewers in May than broadcast and cable combined, audience measurement firm Nielsen reported on June 17.
Nielsen, in its monthly report The Gauge, said streaming captured 44.8 percent of total TV usage in the U.S. in May, highlighting the growing dominance of streaming platforms like YouTube and Netflix over the past four years.
Also read: YouTube says more than 20 billion videos uploaded in 20 years
Google's YouTube alone accounted for 12.5 percent of all television viewing in May, representing the largest audience share for a streaming service. Free ad-supported streaming services, such as Paramount Global's PlutoTV, Roku Channel and Fox's Tubi, also have gained popularity, collectively capturing 5.7 percent of TV viewership, Nielsen reported.
Broadcast accounted for 20 percent of TV viewership in May, while cable accounted for 24 percent, Nielsen said.
The rise of streaming, which received a big boost during the COVID pandemic when people were forced to seek entertainment at home, reflects the broader transformation in media consumption, as viewers increasingly favor on-demand content over traditional TV schedules. The trend is reshaping the television landscape, with implications for advertisers and content creators alike.
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