Streaming surpasses cable and broadcast TV combined for the first time
Streaming has hit a record. For the first time ever, people in the U.S. spent more time watching streaming services — like Netflix and YouTube — than they did watching broadcast and cable TV combined, according to Nielsen.
Streaming hits record high in TV viewership
In May 2025, streaming accounted for 44.8% of all TV viewing, the highest share ever recorded. In comparison, broadcast TV represented 20.1% while cable TV accounted for 24.1%, totaling 44.2% — less than streaming alone.
The trend is a gradual but significant shift in how Americans prefer to consume content, moving away from traditional television and toward digital platforms.
“While many have expected this milestone to have occurred sooner, sporting events, news and new-season content have kept broadcast and cable TV surprisingly resilient,” Brian Fuhrer, senior vice president at Nielsen, stated in a video accompanying Nielsen’s monthly The Gauge viewership report.
YouTube tops streaming platforms on TV
YouTube was the most-watched individual streaming service on TV in May, making up 12.5% of all TV viewing. This suggests that many people are using YouTube not just on their phones or computers, but as their primary way of watching television.
Smart TVs often come equipped with streaming services like YouTube programmed into their interfaces, making the switch to streaming from traditional TV or cable easier.
Streaming services like Pluto TV, The Roku Channel and Tubi — which allow users to watch shows and movies without paying, but with ads — are also gaining popularity. Combined, these free streaming services accounted for 5.7% of total TV watching.
Streaming growth outpaces traditional TV decline
Fuhrer noted that between May 2021 and May 2025, streaming usage increased by 71%, while broadcast dropped by 21% and cable declined by 39%.
He anticipates the trend will continue through the summer months; however, he expects viewership to shift back toward a more balanced distribution between cable and broadcast television, at least temporarily, once the football season begins.
Ella Rae Greene, Editor In Chief
