Streaming has officially overtaken broadcast and cable television in total viewership, according to Nielsen data. As of May, streaming captured 44.8% of total TV viewing, whereas broadcast and cable combined accounted for 44.2%, with broadcast alone at 20.1% and cable at 24.1%. Brian Fuhrer, Nielsen’s senior vice president, noted that although this milestone was anticipated earlier, the resilience of broadcast and cable has been bolstered by the popularity of sporting events and new seasonal content. Despite this, the trend of increasing streaming viewership has been persistent.
For the past four years, Netflix has led in overall TV usage, but recently, YouTube has experienced a surge in viewership, achieving a 12.5% share of TV consumption in May—the highest among all streaming platforms. Other major players include Netflix, Disney’s platforms (including ESPN and Hulu), Amazon’s Prime Video, and the Roku Channel. Notably, the three largest free, ad-supported streaming services (FAST channels)—Paramount’s Pluto TV, the Roku Channel, and Fox’s Tubi—together accounted for 5.7% of total TV viewing in May, surpassing any single broadcast network.
Experts indicate that the competition between streaming and traditional TV is likely to remain close for the foreseeable future, but streaming is poised to maintain its growth trajectory, suggesting it could eventually surpass traditional TV viewership permanently. Nielsen’s findings reflect a significant shift in viewer habits and preferences, marking a pivotal moment in television history.
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