Streaming Officially Surpasses Cable and Broadcast as Top TV Viewing Source in the U.S.
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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.
