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2d ago

Streaming Tops Cable and Broadcast TV Viewership in May

Nielsen data show free platforms are drawing older viewers at record rates following media investment shifts away from cable originals.

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 reported that streaming services accounted for 44.8% of U.S. television viewing in May 2025, surpassing cable (24.1%) and broadcast networks (20.1%).
  • YouTube led all streaming platforms with 12.5% of total TV watch time in May, maintaining its position as the most-watched service.
  • Viewers aged 65 and older increased their YouTube viewing by 106% since May 2023, making them the fastest-growing demographic for on-TV streaming.
  • Free services Tubi, Roku and Pluto TV combined for 5.7% of all viewing minutes, outperforming subscription competitors Disney+ and Hulu.
  • Over the past four years, cable television viewing has declined by 39% and broadcast viewing has fallen 20% as networks scaled back original programming.