Streaming services have reached new heights in viewership, surpassing traditional broadcast and cable TV for the first time, according to Nielsen’s latest report. In May, streaming accounted for 44.8% of total TV viewing, with YouTube leading the way at 12.5%. This marks a significant shift in consumer behavior, as subscription services have become the norm, but free outlets like YouTube are increasingly gaining traction.
The milestone is also attributed to the rise of FAST (Free Antenna Subscription Television) services such as Pluto TV, Roku Channel, and Tubi, which combined for 5.7% of total viewing time. These services have broken through the threshold in Nielsen’s Gauge report, a monthly snapshot of TV viewership.
Streaming viewership has surged 71% over the past four years, while broadcast and cable viewing have declined by 21% and 39%, respectively. Netflix remains the top SVOD service, with viewership up 27% since May 2021. The “Netflix effect” also plays a significant role in boosting audiences for shows on other platforms.
However, Nielsen warns that this trend may be temporary, as traditional linear TV returns to prominence during the summer months and new football season begins. Ultimately, streaming’s edge over traditional TV lies in its on-demand nature, allowing viewers to watch content anytime, rather than waiting for a scheduled broadcast.
To stay relevant, streaming services must continually churn out fresh content and avoid stagnation. A month or two of watching is enough; otherwise, it’s time to move on. Meanwhile, cable costs will likely remain high, making it difficult for traditional networks to compete with the cost-effectiveness of streaming services.
Source: https://deadline.com/2025/06/streaming-hits-new-high-broadcast-cable-tv-may-nielsen-1236435450