Streaming viewing surpasses cable and broadcast TV for the first time

In May 2025, a significant shift occurred in TV viewership in the United States as streaming services, such as Netflix and YouTube, overtook traditional broadcast and cable television. According to Nielsen's measurements, streaming comprised a record 44.8% of all television viewing, marking a first in viewership history. Meanwhile, broadcast TV accounted for 20.1%, and cable TV contributed 24.1%, meaning traditional television combined only reached a total of 44.2%, which is less than streaming by itself. This change is not an isolated incident but points to a gradual evolution in media consumption preferences among the American audience. The data reveals that streaming has surged dramatically by 71% from May 2021 to May 2025. In contrast, broadcast television viewership has decreased by 21%, while cable TV has seen an even sharper decline of 39% during the same time frame. This trend suggests a notable migration from conventional TV options to digital platforms, as consumers increasingly turn to streaming services for their entertainment needs. YouTube emerged as the leading individual streaming platform in May, capturing 12.5% of the total TV viewing audience, a significant feat demonstrating its growing influence. Its accessibility through smart TVs further encourages users to adopt streaming as a principal means of watching television. Additionally, free ad-supported services like Pluto TV, The Roku Channel, and Tubi accounted for another 5.7% of total TV viewing, highlighting the changing landscape where monetization models shift and diversify beyond subscription-based services. Experts acknowledge that while this shift appears substantial and indicates a long-term trend in consumer preference, fluctuations may occur due to seasonal influences such as football and new broadcast seasons. Brian Fuhrer, a senior vice president at Nielsen, expects that viewers may return to a more balanced distribution between broadcast and cable during traditional sports seasons. However, the achievement of streaming surpassing traditional television represent a monumental milestone in the evolution of how viewers consume content in the U.S. television landscape.