Roku Outpaces Broadcast For Third Straight Month, Nielsen Says
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- In July, streaming on Roku-powered devices accounted for 21.4% of all U.S. TV viewing vs broadcast’s 18.4%.
- This marks the third consecutive month Roku viewing time topped broadcast (May–July 2025).
- Overall streaming neared half of TV usage in July at ~47.3%, per Nielsen’s The Gauge.
- The Roku Channel itself hit a record 2.8% share of total TV in July, the biggest monthly lift among platforms.
Streaming’s momentum rolled through July: Nielsen data shows U.S. viewers spent 21.4% of their total TV time streaming on Roku-powered devices, outpacing broadcast TV’s 18.4% for the third month in a row. Roku framed the milestone as evidence of a durable shift in how audiences find and watch television as the platform’s share of TV time climbs year over year.
The broader landscape reinforces the trend. Streaming overall reached about 47.3% of total TV viewing in July, with category leaders notching highs across Nielsen’s gauges. Within that, The Roku Channel set its own record at 2.8% of total TV time and posted the largest month-over-month usage gain among measured streamers.
Why it matters: with streaming commanding nearly half of viewing and Roku device viewing surpassing broadcast, ad budgets and fall programming bets are increasingly optimized for connected TV. The next test arrives with late-summer sports and new-season premieres—periods that can lift broadcast—showing whether Roku holds its lead into September.
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