Streaming Officially Surpasses Cable and Broadcast as Top TV Viewing Source in the U.S.
Streaming has officially taken over as the dominant form of TV consumption in the U.S., according to new Nielsen data. For the first time ever, streaming services accounted for 44.8% of total TV viewership in May 2025, edging out the combined share of broadcast and cable, which dropped to 44.2%.
YouTube led the pack in market share, followed by Netflix, Disney’s streaming bundle (Disney+, Hulu, ESPN+), and Amazon Prime Video. Roku also made waves, pulling in 2.5% of all TV viewership—more than individual platforms like Paramount+, Peacock, or Max.
Since Nielsen launched The Gauge in 2021 to track TV habits, streaming has surged 71% while cable and broadcast have plummeted 39% and 21%, respectively. Despite the occasional boost from sports and news, linear TV's decline is now undeniable. Streaming is no longer just the future—it’s the default.
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