For the first time ever, streaming platforms have overtaken traditional television in terms of viewership share, according to new data from Nielsen’s monthly report, The Gauge. In May, streaming accounted for 44.8% of total television viewing, surpassing the combined total of cable and broadcast, which together made up 44.2%.
This marks a major shift in how audiences consume television. Since Nielsen began tracking these metrics four years ago, streaming viewership has jumped by 71%. In contrast, cable and broadcast viewership have fallen by 39% and 21%, respectively. The pace of this change highlights the rapid evolution of consumer habits, even though the decline in traditional TV had been expected to take longer due to the popularity of live sports, news, and seasonal programming.
Brian Fuhrer, a senior executive at Nielsen, pointed out that several trends have fueled streaming’s steady ascent. One major driver has been the growth of free, ad-supported streaming services—often referred to as FAST (Free Ad-supported Streaming TV) channels—such as Pluto TV, Tubi, and The Roku Channel. These platforms have carved out a significant niche, collectively making up 5.7% of all TV viewership last month, which exceeds the share of any individual broadcast network.
YouTube, in particular, has emerged as a dominant force. Excluding YouTube TV, the platform accounted for 12.5% of TV viewing in May, setting a record for any streaming service and continuing a four-month streak of growth. Since 2021, YouTube’s television usage has surged by 120%, highlighting its transformation into a full-fledged entertainment hub.
The streaming boom has also encouraged traditional media companies to reshape their business models. Rather than compete directly with linear TV, platforms like Hulu, Peacock, and Paramount+ are being used to complement it. For instance, events like the Super Bowl have been simultaneously streamed and aired on traditional networks. The upcoming Olympics will also be viewable across both broadcast and streaming channels.
Media giants are responding to these shifts with major organizational changes. Warner Bros. Discovery recently revealed plans to split into two separate entities—one focused on streaming and production, and another on global TV networks. Comcast has announced similar intentions, signaling a move away from its legacy cable channels.
Subscription-based services are also playing a crucial role in the transition. Netflix, in particular, has remained the top performer among paid streamers, with a 27% increase in viewership over the past four years.
While it's possible that traditional TV could reclaim the top spot during events like football season, Nielsen believes the trend is clear: streaming is likely to become the dominant format in the long term. The shift reflects a broader transformation in how audiences choose to engage with content—on their own time, across a growing number of platforms.