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2mo ago

Streaming Tops Cable and Broadcast Combined for First Time

Free ad-supported platforms driving rapid growth among older viewers have pushed streaming past traditional television

Image
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

  • Streaming services accounted for 44.8% of U.S. TV viewership in May 2025, compared with 44.2% for cable and broadcast combined.
  • Since May 2021, streaming consumption has increased by 71% while cable and broadcast TV have declined by 39% and 21% respectively.
  • YouTube leads all platforms with 12.5% of total TV viewing, and Netflix has recorded a 27% rise in viewing time over the past four years.
  • Free, ad-supported streaming outlets such as Pluto TV, Roku Channel and Tubi together accounted for 5.7% of viewership last month.
  • Viewers over 65 are the fastest-growing cohort on streaming, with YouTube watch time rising 106% year over year.