Streaming has officially surpassed traditional broadcast and cable television in total viewership, marking a significant milestone in the media landscape. According to Nielsen data, streaming accounted for 44.8% of overall television viewing in May, while broadcast and cable combined for 44.2%. Brian Fuhrer, senior vice president at Nielsen, noted that despite expectations for this shift to happen sooner, broadcast and cable have remained surprisingly robust due to the popularity of sports, news, and new-season content.
For four consecutive years, Netflix has led in total TV usage; however, YouTube has recently experienced a surge, achieving a 12.5% share of TV consumption, making it the largest streaming platform in May. Other significant players in the streaming arena include Netflix, Disney’s platforms (including ESPN and Hulu), Amazon Prime Video, and the Roku Channel.
The rise of free, ad-supported streaming services, known as FAST channels, has also been notable. In May, Paramount’s Pluto TV, the Roku Channel, and Fox’s Tubi accounted for a combined 5.7% of total TV viewing, surpassing individual broadcast networks.
Despite these changes, Nielsen anticipates that streaming and traditional TV viewership will continue to be closely matched for a while before streaming establishes a permanent lead in the viewing landscape. This evolution highlights the ongoing transition in how audiences engage with content, signaling a significant shift in the future of television consumption.
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