Streaming surpasses cable and broadcast TV combined for the first time

For the first time, streaming overtook traditional TV viewership, as platforms like YouTube and free ad-supported options drove the shift. — Image credit: Getty Images

This recording was made using enhanced software.

Summary

Streaming surpasses traditional TV

In May 2025, Americans spent more time watching streaming services than broadcast and cable TV combined, a first according to Nielsen.

Streaming numbers

Streaming made up 44.8% of all TV viewing, surpassing the combined 44.2% share of traditional TV.

YouTube had largest share

YouTube led all platforms, and free ad-supported services like Pluto TV and Tubi continued to grow.

Full story

Streaming has hit a record. For the first time ever, people in the U.S. spent more time watching streaming services — like Netflix and YouTube — than they did watching broadcast and cable TV combined, according to Nielsen.

Streaming hits record high in TV viewership

In May 2025, streaming accounted for 44.8% of all TV viewing, the highest share ever recorded. In comparison, broadcast TV represented 20.1% while cable TV accounted for 24.1%, totaling 44.2% — less than streaming alone.

The trend is a gradual but significant shift in how Americans prefer to consume content, moving away from traditional television and toward digital platforms.

“While many have expected this milestone to have occurred sooner, sporting events, news and new-season content have kept broadcast and cable TV surprisingly resilient,” Brian Fuhrer, senior vice president at Nielsen, stated in a video accompanying Nielsen’s monthly The Gauge viewership report.

YouTube tops streaming platforms on TV

YouTube was the most-watched individual streaming service on TV in May, making up 12.5% of all TV viewing. This suggests that many people are using YouTube not just on their phones or computers, but as their primary way of watching television.

Smart TVs often come equipped with streaming services like YouTube programmed into their interfaces, making the switch to streaming from traditional TV or cable easier.

Streaming services like Pluto TV, The Roku Channel and Tubi — which allow users to watch shows and movies without paying, but with ads — are also gaining popularity. Combined, these free streaming services accounted for 5.7% of total TV watching.

Streaming growth outpaces traditional TV decline

Fuhrer noted that between May 2021 and May 2025, streaming usage increased by 71%, while broadcast dropped by 21% and cable declined by 39%.

He anticipates the trend will continue through the summer months; however, he expects viewership to shift back toward a more balanced distribution between cable and broadcast television, at least temporarily, once the football season begins.

Cole Lauterbach (Managing Editor), Drew Pittock (Digital Producer), and Jake Larsen (Video Editor) contributed to this report.

Tags: Cable, Nielsen, Streaming, TV ratings, YouTube

[LAUREN KEENAN]

PEOPLE IN THE U.S. SPENT MORE TIME WATCHING STREAMING SERVICES, LIKE NETFLIX AND YOUTUBE, THAN THEY DID WATCHING BROADCAST AND CABLE TV, COMBINED—FOR THE FIRST TIME EVER, ACCORDING TO NIELSEN.

THE DATA SHOWS, IN MAY 2025, STREAMING ACCOUNTED FOR THE LARGEST PORTION OF TV VIEWING EVER RECORDED—44.8% OF ALL TV WATCHING. BROADCAST TV REPRESENTED 20.1% AND CABLE TV REPRESENTED 24.1%, WHICH TOGETHER, EQUALS 44.2% OF VIEWERSHIP, WHICH WAS LESS THAN STREAMING ALONE.

THIS SHOWS A MAJOR SHIFT IN HOW PEOPLE PREFER TO WATCH CONTENT—MOVING AWAY FROM TRADITIONAL TV AND TOWARD STREAMING PLATFORMS.

[BRIAN FUHRER, SENIOR VICE PRESIDENT AT NIELSEN]

“WHILE MANY HAVE EXPECTED THIS MILESTONE TO HAVE OCCURRED SOONER, SPORTING EVENTS, NEWS AND NEW-SEASON CONTENT HAVE KEPT BROADCAST AND CABLE TV SURPRISINGLY RESILIENT.”

[LAUREN KEENAN]

YOUTUBE WAS THE MOST-WATCHED INDIVIDUAL STREAMING SERVICE ON TV IN MAY, MAKING UP 12.5% OF ALL TV VIEWING. THIS SHOWS THAT A LOT OF PEOPLE ARE USING YOUTUBE NOT JUST ON PHONES OR COMPUTERS, BUT AS THEIR MAIN WAY OF WATCHING TV.

STREAMING SERVICES LIKE PLUTOTV, THE ROKU CHANNEL, AND TUBI, WHICH LET PEOPLE WATCH SHOWS AND MOVIES WITHOUT PAYING, BUT WITH ADS, ARE ALSO BECOMING MORE POPULAR. TOGETHER, THOSE FREE STREAMING SERVICES MADE UP 5.7% OF ALL TV WATCHING.

FUHRER SAID BETWEEN MAY 2021 AND MAY 2025, STREAMING INCREASED BY 71%, BROADCAST DROPPED BY 21%, AND CABLE LOST 39% FROM A USAGE PERSPECTIVE.

HE ALSO ANTICIPATES THAT THE TREND WILL CONTINUE THROUGH THE SUMMER MONTHS; HOWEVER, HE EXPECTS VIEWERSHIP TO SHIFT BACK TOWARD A MORE BALANCED DISTRIBUTION BETWEEN CABLE AND BROADCAST TELEVISION—AT LEAST TEMPORARILY—ONCE THE FOOTBALL SEASON BEGINS.

FOR SAN, I’M LK.

Why this story matters

U.S. viewers now spend more time streaming than watching traditional broadcast and cable TV, marking a notable shift in how people consume media, driving changes within the entertainment industry.

Shift to streaming

According to Nielsen, streaming services surpassed combined broadcast and cable TV in viewership for the first time, highlighting a fundamental change in media consumption patterns.

Role of live content

Nielsen’s Brian Fuhrer notes that live events such as sports and news have kept broadcast and cable TV resilient, illustrating their continued role in traditional TV's relevance.

Rise of free ad-supported platforms

Free streaming services like Pluto TV, The Roku Channel and Tubi are growing in popularity, demonstrating viewers’ openness to ad-supported digital options as alternatives to paid subscriptions.

Get the big picture

Synthesized coverage insights across 21 media outlets

Community reaction

Several articles indicate that viewers, including older adults, are adapting quickly to streaming, with people over 65 becoming the fastest-growing group on platforms like YouTube. Content providers have responded by increasing investment in streaming programming, while traditional networks are reevaluating their approaches as more viewers migrate online, reshaping both viewing habits and content availability nationwide.

Context corner

This milestone reflects a broader cultural shift in how Americans consume television. The appeal of on-demand content, advancements in internet technology, and the pandemic’s impact on at-home entertainment have accelerated this change. Historically, cable and broadcast dominated TV, but digital convenience and diverse streaming options are now redefining viewing preferences and industry dynamics.

History lesson

For decades, television consumption in the U.S. was defined by cable and broadcast, which began waning as DVRs and early streaming services appeared in the mid-2000s. Since 2021’s launch of Nielsen’s Gauge, streaming has grown rapidly, echoing earlier transitions such as the move from radio to TV in the mid-20th century, signaling another profound media evolution.