Overview

• Streaming claimed a record 44.8% share of US TV viewership in May, surpassing cable (24.1%) and broadcast (20.1%).
• Total streaming usage has climbed 71% since May 2021, while broadcast and cable viewing have fallen 21% and 39%, respectively.
• YouTube set a new high with 12.5% of overall TV viewing, growing 120% over four years.
• Free, ad-supported channels such as Pluto TV, Roku Channel and Tubi combined for 5.7% of viewing, outpacing any single broadcast network.
• Nielsen cautions that the return of live sports and new broadcast seasons could temporarily shift audiences back to traditional TV.