Streaming Surpasses Broadcast and Cable for First Time Ever

the staff of the Ridgewood blog

RIDGEWOOD NJ , a major shift in television viewing habits has been officially confirmed: streaming has overtaken the combined share of broadcast and cable TV for the first time ever, according to Nielsen’s May 2025 edition of The Gauge™. This milestone marks a turning point in how Americans consume content, underscoring the transformation of the media landscape over the past four years.

📊 Streaming Hits Record 44.8% of TV Viewership

In May 2025, streaming accounted for 44.8% of total television usage, outpacing the combined 44.2% share of traditional broadcast (20.1%) and cable (24.1%). This marks the highest streaming share ever recorded by The Gauge, Nielsen’s industry-standard report on TV consumption trends.

“It’s fitting that this inflection point coincides with the four-year anniversary of Nielsen’s The Gauge, which has become the gold standard for streaming TV measurement,” said Karthik Rao, CEO of Nielsen.

📈 Four-Year Growth Snapshot: 2021 vs. 2025

Since The Gauge was launched in May 2021, streaming has grown a staggering 71%, while broadcast viewing declined by 21% and cable by 39%. Despite these shifts, traditional TV remains resilient, particularly during major live events like football games and the Olympics.

🏆 Top Streaming Services and The Rise of Free Platforms

✅ Netflix Still Leads

Netflix has remained the top SVOD platform for four consecutive years, with viewership up 27% since May 2021. A historic moment for Netflix was its exclusive Christmas Day 2024 NFL broadcasts, which marked the biggest streaming day in TV history.

📺 YouTube Hits New Heights

• YouTube (excluding YouTube TV) reached a record 12.5% share of TV viewing in May 2025.

• Its usage is up 120% since 2021, making it the most-watched individual platform in the report.

📡 Free Ad-Supported TV (FAST) Services Gaining Ground

• PlutoTV, Roku Channel, and Tubi collectively captured 5.7% of total TV viewing—more than any single broadcast network this month.

🧠 The Netflix Effect Still Going Strong

Licensed content continues to thrive under “The Netflix Effect.” Series like Suits (also on Peacock) and Young Sheldon (also on Max) have seen renewed popularity. This month’s top title, You, hit 4 billion minutes viewed, showcasing how streaming services amplify legacy content.

🛰️ Simulcasting and Streaming Integration

Major broadcasters are adapting by simulcasting key live events on both streaming and linear platforms, like:

• Super Bowl LIX: FOX + Tubi

• 2024 Olympics: NBC + Peacock

Streaming-first platforms like Hulu, Peacock, and Paramount+ are strengthening ties with traditional content delivery, embracing ad-supported models to attract a broader audience and advertising revenue.

📅 Future Trends: Streaming Dominance May Fluctuate

Although streaming has edged ahead, viewership is expected to temporarily shift back toward broadcast during the fall football season and new broadcast premieres. However, industry experts predict the overall trend will continue to favor streaming in the long run.

📆 Nielsen’s May 2025 Viewing Window

• Reporting dates: April 28, 2025 – May 25, 2025

• Based on Nielsen’s broadcast calendar, with measurement weeks from Monday to Sunday

🔍 About The Gauge™ by Nielsen

The Gauge™ offers a monthly breakdown of TV viewing across broadcast, cable, and streaming platforms via television screens. Expanded in April 2024 to include The Media Distributor Gauge, it now provides insight by distributor as well.

Learn more about The Gauge™ and view methodology and FAQs at Nielsen.com.

Stay tuned as the battle between streaming and traditional TV continues to evolve, reshaping how we watch and what we watch in 2025 and beyond.

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