Streaming has reached a historic milestone, surpassing the combined viewership of broadcast and cable television for the first time ever. In May 2025, streaming accounted for 44.8% of total TV usage, while broadcast and cable combined for 44.2%. This shift marks a significant change in how Americans consume television content.
When Nielsen began comparing streaming viewership with traditional TV in 2021, nearly two-thirds of all TV time was spent watching cable and broadcast, with only 26% devoted to streaming. However, the gap has now narrowed considerably. Younger viewers have long been at the forefront of embracing streaming platforms, but recent trends show that older audiences are also making the transition.
Viewers over 65, who account for one-third of all TV viewing, have increasingly switched to streaming, particularly to free, subscription-less platforms. Since 2023, individuals over 65 have been the fastest-growing demographic in terms of watching YouTube on television sets, with their watch time surging by 106% compared to May 2023. The number of streaming services that exceed a full share point of TV usage has also increased.
Streaming overtakes traditional television
The original list included Netflix, YouTube, Hulu, Prime Video, and Disney+, and has now expanded to 11 platforms. Among subscription services, Netflix has been the leading SVOD provider in total TV usage for four straight years, with its viewership climbing 27% since May 2021.
Free services have been a major driver of streaming’s overall success. YouTube Main (excluding YouTube TV) has exhibited significant growth, up over 120% since 2021, and represented 12.5% of all television viewing in May, marking its highest share of TV for any streamer to date. Additionally, FAST services like PlutoTV, Roku Channel, and Tubi combined for 5.7% of total TV viewing in May, greater than any individual broadcast network during this period.
The transformation of traditional media companies into streaming-first entities has also driven the growth of streaming. Platforms such as Hulu, Paramount+, and Peacock have expanded their accessibility, complementing, rather than competing with, their linear counterparts. While the milestone of streaming exceeding traditional TV viewership might not be permanent, it is likely to continue in the near future.
This trend could extend into the summer months, but the balance will likely shift back as football season starts and a new broadcast season returns.
