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2h ago

Streaming Overtakes Cable and Broadcast TV in U.S. for First Time

The milestone reflects viewers of all ages gravitating to free ad-supported platforms in place of traditional networks.

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
A man is holding a remote control of a smart TV in his hand. In the background, you can see the television screen with streaming entertainment apps for video on demand.
A Boy Holding a TV Remote

Overview

  • Nielsen’s May 2025 Gauge report shows streaming rose 71 percent since 2021 to capture 44.8 percent of U.S. TV viewing time.
  • Cable TV fell to 24.1 percent of total viewing and broadcast networks dropped to 20.1 percent, down 39 percent and 20 percent respectively over four years.
  • YouTube leads all streaming services with a 12.5 percent share of TV time, marking a 120 percent increase in its audience since 2021.
  • Free ad-supported platforms Tubi, Roku Channel and Pluto TV together now account for 5.7 percent of viewing, surpassing Disney+ and Hulu combined.
  • Analysts say the accelerated shift away from linear TV is likely to spur further spin-offs and mergers as media companies realign around streaming.