From CNBC: 2025-06-17 11:13:00

Streaming has surpassed broadcast and cable TV viewing for the first time, accounting for 44.8% of total TV viewership in May. Broadcast (20.1%) and cable (24.1%) combined represented 44.2%. Streaming’s share has risen 71% in four years, while broadcast and cable have declined 21% and 39% respectively, per Nielsen.

The growth of streaming is driven by free ad-supported streaming TV offerings, YouTube, and shifts within legacy media companies to target streaming-centric consumers. Eleven streaming platforms now exceed 1% of total TV viewing, including Pluto TV, Roku Channel, and Tubi, which accounted for 5.7% of total TV viewing in May.

YouTube has seen a 120% increase in viewership since 2021, representing 12.5% of all television viewing in May, the highest share of any streamer. Traditional media companies are transforming into streaming-first entities, with platforms like Hulu, Paramount+, and Peacock complementing linear TV rather than competing.

Major media companies like Warner Bros. Discovery and Comcast are undergoing restructuring to focus on streaming and studios. Netflix is the top subscription provider, with a 27% increase in viewing over the past four years. Nielsen predicts streaming will eventually become the permanent No. 1 choice for viewership.



Read more at CNBC: Streaming surpasses combined broadcast, cable TV for first time