US EditionStreaming Viewership Overtakes Cable and Broadcast for First Time
UNITED STATES, JUN 17 – Streaming services captured 44.8% of U.S. TV viewing in May 2025, surpassing broadcast and cable combined as streaming usage rose 71% since 2021, Nielsen reported.
- In May 2025, streaming services accounted for nearly 45% of all television viewing in the U.S., exceeding the combined audience share of cable and broadcast TV for the first time.
- This milestone reflects a 71% increase in streaming since 2021, driven by free ad-supported services, YouTube’s growth, and shifts in legacy media strategies.
- YouTube led all streamers with 12.5% share, followed by Netflix at 7.5%, while free channels like PlutoTV, Roku Channel, and Tubi together accounted for 5.7% of viewership.
- Brian Fuhrer of Nielsen explained that broadcasts and cable channels have remained unexpectedly strong, largely due to sports, news, and the introduction of new programming seasons, though he cautioned that this level of performance might not continue every month.
- Media companies like Warner Bros. Discovery and Comcast announced restructuring to emphasize streaming, indicating industry changes in response to evolving viewer preferences.
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