Streaming has officially taken the lead in television viewership, surpassing broadcast and cable, according to Nielsen data. In May, streaming accounted for 44.8% of total viewership, compared to broadcast’s 20.1% and cable’s 24.1%. This milestone arrives later than some anticipated, as traditional TV has shown resilience due to factors like sports events, news, and new-season content, noted Brian Fuhrer, Nielsen’s senior vice president. Despite the growth of streaming, the trend has been consistent.
While Netflix has maintained the highest overall TV usage for four consecutive years, YouTube has recently enjoyed an increase, achieving the largest share of TV consumption among streaming platforms at 12.5% in May. The top five streaming services include Netflix, Disney’s platforms (ESPN and Hulu), Amazon’s Prime Video, and the Roku Channel. Additionally, the three major free, ad-supported services—Paramount’s Pluto TV, the Roku Channel, and Fox’s Tubi—combined to capture 5.7% of total TV viewership, outpacing any individual broadcast network.
Nielsen suggests that streaming’s share will likely remain closely matched with traditional television for the foreseeable future, anticipating that it will eventually become the dominant viewing choice permanently. The shift indicates changing consumer preferences and the continuing evolution of how audiences engage with television content.
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