TV milestone: Streaming is now bigger than cable and broadcast combined
In an interesting turn of events, as per a report published on Tuesday by Nielsen, streaming platforms surpassed conventional TV for the first time in terms of total TV viewership across the United States.
In May, streaming platforms such as YouTube, Netflix, Paramount+, and others collectively accounted for a record-breaking 44.8% of total television viewership, marking the highest percentage yet for directly accessible consumer platforms.
According to Nielsen, cable and broadcast networks were almost equal in terms of total viewership, accounting for approximately 44.2% of overall TV consumption.
In that particular month, cable television accounted for approximately a quarter (24.1%) of all viewing time, while broadcast networks attracted around twenty percent (20.1%). Notably, this period is often marked by increased viewership due to the final episodes of high-rated network series.
Over time, streaming platforms have been drawing audiences away from conventional television broadcasts, and this shift has picked up pace particularly since the onset of the COVID-19 pandemic, according to Nielsen’s findings.
Over the span of four years, the ratings agency has been monitoring monthly viewership figures for their Gauge report, capturing various images that illustrate the shift in viewers’ preferences, or the movement of audiences.
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In the past twenty years, YouTube has evolved from a platform for homemade videos into a significant player in television, boasting billions of viewers worldwide and hosting many of the planet’s biggest concerts and sporting events.
Among Nielsen’s findings, YouTube was the top service in May with 12.5% of viewership.
In a recent survey, Netflix placed second, capturing approximately 7.5% of the viewer base. Notably, the California-based innovator holds the top position as the primary subscription and on-demand streaming service.
As a devoted fan, I must admit that the collective streaming platforms under Walt Disney Company’s umbrella – Hulu, Disney+, and ESPN+ – have managed to capture an impressive 5% share of overall viewership, placing them third in the rankings. Amazon Prime Video, another popular choice, follows closely behind with a 3.5% share, positioning it fourth. Rounding out the top five is the free Roku Channel, which has successfully attracted 2.5% of television usage.
Nielsen advises that streaming services might not always be the top contenders for the monthly audience title, as traditional broadcast networks still have a significant viewership, especially during autumn and winter seasons when NFL games are televised.
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On Monday, Amazon announced that its ad-supported streaming platform now reaches over 130 million consumers within the United States, marking an increase from 115 million users in the year 2024.
However, the tide is shifting. The NFL has demonstrated a firm adoption of streaming services by partnering with Amazon for “Thursday Night Football” and Christmas games with Netflix.
Broadcasting companies have started their own streaming platforms as a means of reaching a larger audience, simultaneously airing major events like this year’s Super Bowl, which could be watched on Fox and its associated streaming platform, Tubi.
This autumn, Disney is set to launch its independent ESPN streaming service, potentially reinforcing the trend toward online streaming.
During the four-year period since Nielsen started its Gauge report in 2021, there has been a significant increase of 71% in viewership through streaming services. Initially, Nielsen only monitored a few platforms such as Netflix, YouTube, Hulu, Prime Video, and Disney+. However, now they track a broader range of 11 services, which includes NBCUniversal’s Peacock, Fox’s Tubi, and Paramount’s Pluto TV.
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On a Wednesday announcement, Netflix revealed plans to revamp the design of their TV homepages and test out a search feature powered by artificial intelligence.
Free services have helped boost the overall success of streaming, Nielsen found.
YouTube, which is mostly used for free with ads, has experienced 120% growth since 2021.
In May, streaming platforms like Pluto TV, Roku Channel, and Tubi collectively accounted for a significant portion (5.7%) of overall television viewership, surpassing the market share held by any individual broadcast network.
Contrasting May 2021, there’s been a 21% decrease in the number of people tuning into broadcast stations, and a more significant drop of 39% for cable channels.
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2025-06-17 15:31