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5h ago

Streaming Surpasses Cable and Broadcast in U.S. TV Viewership

Nielsen reports ad-supported platforms drove streaming viewership up 71 percent since 2021.

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Overview

  • Streaming platforms claimed 44.8 percent of total U.S. TV viewing in May, eclipsing the combined 44.2 percent share of cable and broadcast networks.
  • YouTube led all services with a 12.5 percent share after growing over 120 percent since 2021, while Netflix held 7.5 percent of viewership.
  • Free, ad-supported platforms including Pluto TV, Roku Channel and Tubi together accounted for 5.7 percent of TV usage, outpacing any single broadcast network.
  • Broadcast viewing has declined 21 percent and cable has fallen 39 percent over four years as streaming usage surged 71 percent since Nielsen began its Gauge report.
  • The NFL has expanded its streaming presence through Amazon’s Thursday Night Football and Netflix Christmas games, and Disney is set to launch a standalone ESPN service in the fall.